Marketing has moved onto screens, and for many Kenyan and African consumers that screen is a phone. Organisations of every size now compete for attention in crowded feeds, search results and messaging apps. Those that succeed treat digital marketing as a connected system rather than a set of separate posts: a distinctive brand, content that serves real customer needs, channels chosen for their audience and numbers that show what works.

The Best Practices in Digital Marketing & Brand Training Course takes participants through that system in a logical order. It begins with brand strategy, covering purpose, positioning, tone of voice and the experience customers should have at each touchpoint. It then examines how to build audience personas and journeys, plan content, and choose between organic and paid channels. Specific sessions teach search optimisation, social media management, email and messaging campaigns, advertising platforms, influencer partnerships and online reputation. The closing sessions focus on measurement, budgeting, testing and improving campaigns over time.

The course is workshop based. Participants work on a brand or campaign of their choice, producing a positioning statement, content calendar, sample adverts and a dashboard of key metrics, so that they can start applying the ideas on their return to work.

At the end of the course, participants will be able to:

• Define brand positioning, values and tone of voice that remain consistent across channels.
• Build customer personas and map the journey from awareness to repeat purchase.
• Plan content calendars that serve audience needs and business goals.
• Apply on-page and local search engine optimisation to improve visibility.
• Manage organic and paid campaigns on social media and search platforms.
• Design email, SMS and WhatsApp campaigns that respect consent and drive action.
• Set budgets, goals and metrics and interpret Google Analytics 4 and platform reports.
• Handle online reviews, comments and brand reputation issues professionally.

The course is practical for anyone who promotes an organisation online, including:

• Marketing, brand and communications officers
• Digital marketing and social media managers
• Small and medium business owners and entrepreneurs
• Sales managers and customer experience teams
• Public relations and corporate affairs professionals
• NGO, church and public institution communicators
• E-commerce and retail managers
• Marketing agency account executives and freelancers

Participants leave the course with:

• A brand positioning statement and tone of voice guide.
• Customer personas and a mapped buyer journey.
• A ninety-day digital marketing plan with a content calendar.
• Sample search and social adverts ready for testing.
• A simple analytics dashboard with the metrics that matter most.
• A response guide for negative comments and online reputation issues.

The course is organised as a series of workshops built around each participant's own brand. Learning activities include:

• Live walkthroughs of search, social and advertising platforms
• Campaign case examples from retail, financial services, hospitality and NGOs
• Drafting studios for posts, adverts, emails and landing page copy
• Group critiques of each other's positioning and content plans
• Analytics practice using sample account data

Participants who attend every session and present their digital marketing plan will receive a CPD-accredited Certificate of Completion issued by Vision Reach Global Consultancy.