Brand Identity
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Understanding brand identity and its critical role in facilitating business growth
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Brand values and how they affect written, spoken and visual communication
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Brand voice: what it is and how it acts as a vital differentiator
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Resources and their implications for brand identity
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Building a brand based on the above considerations
Creating Physical and Digital Marketing Presences
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Websites
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Types of marketing website
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Agreeing the website that is best suited your business (e.g. products, services, agencies, advertising)
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Website templates & tools (if you wish to do it yourself)
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Working with designers / web developers
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Starting small but being scalable
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Content
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Content Marketing: what it is and how it works
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Types of content (e.g. blogs, newsletters, videos, social media posts)
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The publisher mindset and the power frequency
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How to build content libraries
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Copyright and GDPR (the EU General Data Protection Regulation)
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The entrepreneur who is the content (personality marketing)
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Communication Channels
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The channels that are available and the kind of results they can deliver
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Discovering the channel where the majority of your audience resides
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Managing one channel well as opposed to managing several channels poorly
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The connection between communication channels and brand identity/brand voice
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Skills, Resources & Automation
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Writing skills, production skills and design skills
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Specific skills budding that marketeers should consider developing
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Digital time management and automation
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Developing in-house resources
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Working with external experts and contractors
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Generating Awareness & Converting Market Interest into Sales
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Search Engine Optimisation (SEO)
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Paid Advertising including Google, Twitter, Linkedin, and Instagram
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Influencer marketing
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Publishing frequency
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Perceived high-value offers to encourage sign-ups
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Webinars
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Free consultations and calls
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Support tools i.e. booking calendars, chatbots
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Sales conversions
Measuring Results to Enhance Business Success
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Defining the right metrics for you
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Traditional marketing campaign metrics
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Website measurement tools
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Social Media measurements
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Video measurements
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Harnessing your metrics for better branding and marketing