Small Business, Big Reach: Nurturing Digital Growth
es el curso fundamental de marketing digital para empresas, emprendedores, dueños de PYMES y estudiantes que desean comprender el arte del marketing digital y cómo aplicarlo paso a paso.
Este curso está diseñado para ayudar a los lectores a entender mejor a sus clientes, construir una sólida estrategia de marketing digital, y dirigir el tráfico orgánico a su sitio web sin gastar un centavo en publicidad.
Los módulos del curso están diseñados en orden comenzando con la Investigación de Marketing y seguido por Branding, SEO, Marketing de Contenidos y Marketing en Redes Sociales. Cada módulo incluye una selección de herramientas, buenas prácticas por área, casos de negocio, una lista de checklist y las tendencias que afectarán a cada área en 2024. Además, el curso incluye más de 100 recursos online complementarios GRATUITOS que reforzarán tus habilidades a medida que avances en el curso.
El curso esta disponible sólo en inglés.
Buy the eBook or each
course separately
Digital Marketing Courses
Customers will access their digital products after completing the online payment. Also, a confirmation email will be sent containing a link to download the product.
Hundreds of students from 20+ countries have already benefited from the learnings included in our digital marketing courses
What Will You Get?
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214 pages designed in a step-by-step manner, so you will be able to immediately start implementing the concepts addressed throughout each course into your business.
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An eBook divided into the main 5 digital marketing courses that you need to understand how digital marketing is connected and to develop a sound organic digital strategy without spending a penny on ads. The 5 courses are Marketing Research, Branding, SEO, Content Marketing, and Social Media Marketing.
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2 Case studies introduced in Module 1 (Marketing Research) will guide you from scratch on how you need to conduct research applicable to your business.
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Business cases in each course aimed at enhancing learning with practical and real-world examples.
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100+ free complementary online resources (linked in the eBook) that will expand your knowledge and allow you to gain a broader perspective on the subject
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Introduction to tools and best practices that you can implement in your digital channels right away
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The latest trends and tips that are shaping the way in which marketing research is evolving
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5 checklists. Each module contains its own checklist to help you keep track of your progress on the implementations in each module.
For Whom is this
eBook?
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SME owners and Entrepreneurs who want to expand their digital marketing knowledge and boost their online presence with fact-based solutions and clear guidance.
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Business owners (and independent professionals) who want to manage their own digital marketing channels and increase their knowledge in the field to obtain better outcomes with applicable case studies and real-world business cases.
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Students who are preparing themselves to develop a career in digital marketing and want to expand their knowledge to position themselves in the best way.
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Marketing enthusiasts who want to start their digital marketing journey on the right foot and understand each discipline and how they are connected.
What
Will
You
Learn?
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SEO Introduction
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On Page SEO
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Create Unique and Helpful Content
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Strategically Place Target Keywords
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Write Title Tags that are Rich in Keywords
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Make Meta Descriptions that are Click-Worthy
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Use Headings & Subheadings
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Optimize URL
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Add Internal and External links
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Include and Optimize Images
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Number of Webpages
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Attracting & Engaging Visitors
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On Page Advanced SEO
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Off Page SEO
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Link Building
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Content Marketing
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Local SEO
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Reviews
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6 Main SEO Trends shaping the industry
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Social Media Marketing Introduction
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How to Integrate Social Media. What? Where? How?
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Social Media Networks by Generation
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How and Why to Spice Up Your Social Language
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When to Post? Best Times to Post on Social Media
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Engagement: The Key to Social Media Success
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Engagement: How to Measure it
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3 Main Social Media Trends shaping the industry
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Marketing Research Introduction
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Why is Marketing Research Important?
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How Can Marketing Research Help Me?
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Key Sales Business Metrics
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Types of Research: Primary & Secondary
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Goal setting
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Market & Competitor Research
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Consumer Research
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Mistakes in a Marketing Research
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Customer Experience Research
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Analysis & Findings Implementation
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4 Main Marketing Research Trends shaping the industry.
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Branding Introduction
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How to Implement Branding in your Strategy?
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Positioning: Why is it Key?
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Why Businesses need Branding?
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The Importance of Visual Elements in Branding
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Key Channels to Show a Cohesive Branding
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Brand Voice
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The Significance of a Brand Promise
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Brand Story
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The Importance of a Positive Business Reputation
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Brand Perception
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Brand Representative
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Brand Colors
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The Impact of Color on Human Behavior
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3 Main Branding Trends shaping the industry.
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Content Marketing Introduction
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How Can you Include Content Marketing in your Strategy?
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Target Audience: Is Everyone at the Same Funnel Stage?
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Creating Effective TOFU Content to Build Awareness
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Guiding Prospects through the Middle of the Funnel
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Effective Bottom-of-Funnel Content for Conversions
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Content Marketing Strategy
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The Importance of a Content Marketing Strategy
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Tips for Developing a Great Content Marketing Strategy
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Key Content Marketing Statistics
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Content Tools: To research and understand your audience
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Content Tools: To create and perfect your content
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ChatGPT: The Disruptive Queen of AI Tools
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AI Pitfalls
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4 Main Content Marketing Trends that are shaping the industry
But WHY is the eBook
Focused on
Organic Marketing?
In Search Marketing, you can take 2 approaches :
Organic or Paid (ads), but...
Check these stats
Organic traffic is by far (+90%) the preferred option internet users click on, and this course will explain how to
develop an organic approach from scratch
Second,
Ineffective Marketing initiatives together with lack of research are among the main causes small businesses fail
Small Business, Big Reach: Nurturing Digital Growth includes a comprehensive Marketing Research module developed in a step-by-step manner that will help you create effective marketing initiatives
About the Author:
Gaston Kaufer Barbe
Gaston Kaufer Barbe is a marketing professional with a distinguished career spanning over 15 years, honed at renowned blue-chip companies such as Coca-Cola and Avon Cosmetics. With a track record of driving impactful marketing strategies, Gaston has earned recognition as an award-winning leader in the field.
In 2018, Gaston embarked on a new chapter by founding Toucan Insights, where he assumed the role of CEO. Since its inception, Gaston has spearheaded the agency to remarkable heights, overseeing a diverse portfolio of projects catering to multinational corporations and SMEs across various industries.
Under Gaston's leadership, Toucan Insights has successfully executed projects for companies spanning more than 30 countries, cementing its reputation as a global marketing powerhouse.
Beyond his role at Toucan Insights, Gaston has been a prominent figure in the business world, having been featured multiple times in Forbes magazine and other business publications as a trusted marketing expert. His insights and expertise have provided invaluable guidance to industry professionals and aspiring marketers alike.
In addition to his contributions to the business world, Gaston is deeply committed to academia, where he serves as a guest lecturer in marketing for prestigious universities in the United Kingdom (University of Greenwich) and the United States (University of Arizona). Through his collaboration with academia, Gaston shares his wealth of knowledge and industry insights, inspiring the next generation of marketing leaders.
What do Industry experts have to say about Gaston?
Gastón knows how to obtain relevant information for decision-making from an exhaustive analysis of available information.
His academic and professional experience, coupled with his passion for tourism, contribute to a better understanding of key issues in the hospitality industry.
His participation in the design of the first edition of the Forbes Life Ranking 'The 10 most desired destinations for tourism in Latin America' was key to helping travelers make better travel decisions.
Alberto Romero Ramos
Editorial Director at Forbes Life Mexico & Latin America
Seeking to deeply understand the most important tourist areas of the countries and the characteristics of travelers, we contacted Toucan Insights.
From the first moment, Gaston was very clear about the research process, demonstrating great expertise, professionalism, and market knowledge.
Thanks to the insights and information presented by Toucan Insights, we had clarity of the panorama and desk research with great detail that helped us identify areas of opportunity to improve our service offering and to know the behavior of different types of consumers.
Claudia Uribe García
Market Research Manager at Hoteles City Express (Public trading company with operations in 4 countries and more than 150 hotels)
Gaston was a guest lecturer in my International Marketing Management class at the University of Arizona. His presentation was insightful and had excellent content.
He has great experience conducting and doing market research in global markets. He was able to interpret data in international markets for various clients in a very meaningful way that allowed his clients to make very successful decisions.
I would highly recommend him and his company to any company looking to launch products in global markets or get insights into new markets.
Anil Agarwal
Director of Corporate Global Partnerships & Professor of Marketing at the University of Arizona (USA)
Here's What Our Clients Have To Say About Toucan Insights
As featured in
We contacted Toucan Insights to relaunch our branding and e-commerce. They conducted detailed consumer research and helped us define our clientele.
Thanks to recommendations and implementations made by Toucan, we were able to develop a new content marketing strategy and optimize our SEO, which increased organic traffic. I highly recommend Toucan Insights' services.
Lindsay Pinkerton | VP Sales & Marketing
Neon Buddha
Fashion | USA & Canada
Buy the eBook or each
course separately
Digital Marketing Courses
Customers will access their digital products after completing the online payment. Also, a confirmation email will be sent containing a link to download the product.