A glimpse into my journey with BADM

While at the British Academy of Digital Marketing, I expanded my expertise in three key areas, among others: social media content planning, SEO analysis, and Google Ads campaign creation.

I learned to create a complete, shareable and detailed social media posting schedule, covering a 3/4-week period. The plan included approximately ten posts across my main social accounts, aiming to diversify post formats. Content sources varied between third-party blogs and original posts, all addressing topics relevant to my audience -professionals and companies interested in digital marketing services.

Later, I acquired the skill of conducting website SEO analysis using online tools. This involved generating reports and offering improvement suggestions across multiple aspects, such as site performance, architecture, accessibility, usability, multimedia, image optimisation, URL structure, internal and outbound links, meta tags, and mobile friendliness. The insights gathered allowed me to propose enhancements for the overall SEO of the examined site.

Lastly, I learned to conduct keyword research for online advertising campaigns. This involved identifying keywords and long-tail phrases to promote specific services to targeted audiences with precise objectives. I successfully set up and created online advertising campaigns using Google Ads, selecting various campaign types and ad formats.

The course covered numerous topics with which I was already familiar, thanks to my studies in Economics and work experience. These included the marketing mix, the marketing process, SWOT analysis, Porter’s Five Forces, but also more digitally-focused subjects like inbound and social media marketing.
Furthermore, it provided an in-depth illustration of the specificities of various digital marketing channels.

In addition to the experIence gained from completing ten projects, one for each area covered by the course, I have also learned a fundamental lesson.

A strategic approach to web design

Despite my extensive experience as a designer, the British Academy of Digital Marketing course reminded me of the importance of defining a strategy with clear objectives before making any design decision.

In fact, while various aspects of web design contribute to achieving goals, such as site architecture, SEO analysis, customer journey, and visual design, the entire planning effort is in vain without a strategic approach. It might seem obvious, but it’s a fundamental principle that’s overlooked more often than one might think.

The UX Design Institute, where I earned a diploma in UX Design and a certification in UI Design in 2022, states that this approach keeps the focus on the user, provides clear direction towards business and user’s goals, and promotes a consistent brand experience based on a shared and coherent vision (Bruton, 2022).

The significance of strategic direction is well-recognized by professionals in this field. However, there is a need to foster a culture of strategic thinking at all levels. As highlighted by Constructive, one of the leading agencies dedicated to non-profits, prioritizing the why over the discussion of the what and the how is always essential (Constructive, 2019).

In my case, personal branding objectives guide the selection of content, both textual and visual, to showcase the uniqueness of my profile and strengths. This includes determining the most relevant channels to establish a trustworthy relationship with my audience and promote my business, such as portfolios and professional social media like Linkedin.
Establishing credibility as a designer demands excellence across all channels, ensuring a seamless user experience and impactful visuals. Additionally, providing high-quality content that is deemed valuable by potential customers and partners is crucial.

Published on March 1, 2024

REFERENCES

Bruton L. (September 2022). What is a UX strategy? (And how to define yours in 5 steps). UX Design Institute. Available at: https://www.wineenthusiast.com/culture/wine/top-wine-apps/
[Accessed January 30, 2024]

Constructive (April 2019). Strategic Discovery: Why Branding & Design Agencies Should Ask Why. Available at: https://www.wineenthusiast.com/culture/wine/top-wine-apps/
[Accessed January 30, 2024]