what you'll learn get done
make tangible progress in these areas of your marketing through lessons and workshop tasks
click each drop-down to read more
develop your brand message
many small businesses, they're experts at what they do and they realize that it's valuable but they have difficultly getting that across in a way that their customers "get it."
This course will provide insight into developing a message that matters to your audience because it puts them first and address issues important to them.
In most industries, it's very valuable that you not only reach out to your audience, but that your potential customers find you as they search for the solutions you provide or for your band specifically.
This workshop will include insight and tasks to help participants be listed in places where they can be found by potential customers. Addtionally, we will cover some basic SEO tactics.
add purpose to your website
Learn some website basics and build on the previous "brand messaging" module. We'll cover types of content that your website can include and tips for making your website effective at achieving the outcome you would like. Then, put this to use with a task of wire-framing for your current website or a potential future one.
design your buyer's journey
What's the step-by-step plan to help your target customer move from not knowing about your brand, gaining awareness, becoming a customer, then engaging with you moving forward? Many brands either don't know or they don't have a system designed to make this process clear or effective.
We'll cover some examples about what buyer's journeys can look like and details about specific building blocks. Additionally participants will have an opportunity to plan a buyers for their brand (setting up additional progress later in the workshop).
create a purposeful content plan
Building on previous modules, we'll cover putting the "brand messaging" and "buyer's journey" to use by creating purposeful content. We'll discuss creating content, identifying content that reinforces your marketing plan, and content planning so that you're not guessing about what to post in real-time. Then, have the opportunity to use these methods in your marketing.
spread the word about your brand
It's great to reach your current audience with relevant content, but we'll discuss ways to reach beyond your current audience with both "paid" and "earned" tactics. Importantly, the methods discussed will typically by accessible for small brands with a relatively low budget.
lead generation / email marketing
Having an audience on social media is nice, but it's better when you can talk to your customers without a social media company standing between you. Further building on the previous "buyer's journey" work, we'll discuss methods for encouraging submission of an email address, collecting the submission, and following up with email marketing. Put it to use by establishing your email marketing system and planning out a series of emails.