Digital marketing

Digital marketing strategy for SMEs

Build a coherent digital marketing plan, from target audience to KPIs, with realistic resources.

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Level
Beginner
Indicative duration
21 h
Format
Online · On-site
Language
French
Price
On quotation

Learning objectives

  • Define a target audience, personas and a clear value proposition.
  • Choose the digital channels that fit your goals and resources.
  • Build an editorial line and a realistic content calendar.
  • Set up a coherent email and social media strategy.
  • Track a few key metrics and adjust the plan accordingly.

By the end of this course, you will be able to build and run a digital marketing plan that fits the resources of a small or mid-sized business: defining your target audience, value proposition, channel mix, content calendar, email, social media and tracking metrics.

Rather than adding more channels, the course helps you make choices. You learn to start from your business goals, understand your customers' journey and focus your effort where it matters: a website that converts, a few well-maintained channels and simple but reliable measurement.

Case studies draw on situations common in Tunisia: retail, B2B services, training centres, hospitality, and craft businesses selling online. Generative AI is used as a production assistant (ideas, variations, drafts), always with human review and a check on brand consistency. You leave with your own 90-day marketing plan.

Who it is for

  • SME and startup founders and managers.
  • Junior communication or marketing staff.
  • Salespeople who want to understand digital marketing.
  • Career changers moving into marketing.

Prerequisites

  • Everyday use of the internet and social media.
  • Some knowledge of the offers and customers of the business studied (yours or a case provided).
  • No prior marketing knowledge required.

Skills you will gain

  • Market and competitor analysis
  • Persona building
  • Editorial planning
  • Social media management
  • Email marketing
  • AI-assisted content production
  • Reading marketing metrics

Programme

  1. Fundamentals and diagnosis

    3 h
    • Business goals versus marketing goals
    • Customer journey: discovery, consideration, purchase, retention
    • Quick audit of your current digital presence
    • Analysing competitors and their channels

  2. Audience and positioning

    4 h
    • Segmentation and personas
    • Value proposition and key messages
    • Brand consistency across every touchpoint
    • Specifics of the Tunisian market: languages, mobile usage, payment methods

  3. Content and social media

    4 h
    • Editorial line and content pillars
    • Formats for Facebook, Instagram, LinkedIn and TikTok
    • Editorial calendar and production workflow
    • Using AI for ideas and drafts, with review

  4. Website, email and conversion

    4 h
    • The website as the hub: key pages and calls to action
    • Building and maintaining a consent-based contact list
    • Welcome and follow-up email sequences
    • Basics of SEO and paid advertising

  5. Measurement and management

    3 h
    • Choosing 5 to 8 useful metrics
    • Reading social media and GA4 statistics
    • Vanity metrics versus business metrics
    • A monthly review and adjustment routine

  6. 90-day marketing plan

    3 h
    • Prioritising actions by effort and impact
    • Budget and time allocation
    • Writing the plan and calendar
    • Presentation and feedback

Exercises and projects

  • Audit a company's digital presence and identify three priorities.
  • Build two personas from real or provided customer information.
  • Produce a one-month editorial calendar with five written and reviewed pieces of content.
  • Write a three-email welcome sequence.
  • Final project: a 90-day digital marketing plan with tracking metrics.

Upcoming sessions

No public session is scheduled yet. Leave a request: we will let you know as soon as a date is set, or organise a session for your team.

How to enrol

How to enrol

  1. Fill in the enrolment request form on this page (name, email, phone, current role and expectations).
  2. We reply by email to check that the course matches your level and to share practical details.
  3. Scheduled sessions are announced on this page as soon as they are planned; if no date is shown, your request is recorded and you will be notified when the next session opens.
  4. Your enrolment is final once confirmed in writing by email.

Companies: to enrol several employees or arrange a dedicated in-house session, mention it in the form and we will send you a quote.

Request a quote

Context, goals, tools in use, timeline.