Module One: Strategic Marketing
Your company website:
Website design - what are the main issues of its functionality, usability, accessibility and attractiveness?
Website content - is there marketing speak and waffle? Is there jargon? How many ideas are being transmitted at any one time? Is the format readable?
Case studies - are you communicating what you do well?
Use of tools such as videos - are they desirable and relevant? What are simple low-cost marketing video alternatives?
How to use Twitter - how often should it be updated? What sort of information should we put there? Who should we follow and why? How does it translate into sales?
How to use Facebook - how and when should it be used? What should be posted there? What is the return on our time investment?
How to use YouTube - how can you get customers to help you? How can it help with customer service? How can it cut your costs?
Affordable marketing channels:
Press releases - how often should they be written? What should you write about? How should they be used?
How to use blogs - how often should it be populated? What articles should go on them? Where does it fit into your overall marketing mix?
Newsletters - how often should they be scheduled? What is its main purpose? How should it grab attention? How should it be communicated?
Module Two: Strategic Sales
Direct sales tools:
Using databases - how are they sorted and filtered according to business size, location and sector? How do you target businesses according to your product / service?
Presentations that win business - how can you use cutting-edge professional (and free) software? How do you encapsulate the essence of what you do?
Direct sales channels:
How to use LinkedIn - how do you take charge of your profile? How often should you update it? How do you create forums curating the content you want others to see? How do you approach prospects directly?
Networking - how do you identify key business lunches, dinners, clubs, and conferences you should attend? How do you 'work a room'?
Getting most out of your current customers - how do you regularly
engage with a permission-based 'A list' of your customers? How do you
ensure they are kept up with company / product / service news on regular