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Marketing Better Practices Workshop Series Syllabus


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This multimedia workshop series is designed to broaden your exposure in the marketplace and to help you attract and engage in the right relationships with potential clients, even when they’re not looking for you. By attending these sessions, you will learn the; who, what, where, why and how to engage your decision-makers and decision-influencers through valuable interactions. This series will enable you to develop your own online strategy to maximize social media’s real value in today’s hectic business climate that will make a positive impact to your bottom-line.

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Marketing Better Practices Workshop Series Syllabus

  1. 1. Social Media is Now Real Business Social media for business is really so many things wrapped into one: marketing, customer service, public relations, crisis management, branding. So how do your prospective clients evaluate your business? With the wealth of information available online means that your prospects have more options to gain perspective on your business. And as a busy professional you have limited time to spend on social media. So we will focus on effective tactics that only require minutes per day. This multimedia workshop series is designed to broaden your exposure in the marketplace and to help you attract and engage in the right relationships with potential clients, even when they’re not looking for you. By attending these sessions, you will learn the; who, what, where, why and how to engage your decision-makers and decision-influencers through valuable interactions. This series will enable you to develop your own online strategy to maximize social media’s real value in today’s hectic business climate that will make a positive impact to your bottom-line. Agenda: SESSION 1: LinkedIn I
  2. 2. ● Welcome Thank you so much for coming – and here's what you're in for. All good communications begin with a strong and powerful presence that reaches your target audience and motivates them to act. Many LinkedIn members settle for a surface level “this is what we do” approach, but that has limited effectiveness. These workshops will provide you the tools necessary to execute your own LinkedIn strategy for your brand. We'll be covering the latest features and benefits. ● LinkedIn - The Profile Basics As you reach out to leads and prospects, it’s important to have a profile that speaks to your experience in and knowledge of the space. We will cover adding a professional photo, videos, descriptive headline, and summary of your work experience to give potential customers a better understanding of who you are and what you do. ● Benefit: Brand Building. Think of your profile as the combination of your reputation and visibility. We will examine all the sections of your LinkedIn profile to ensure completeness, accuracy and a storytelling experiences of what it’s like to work with you. How to add your specialties, website links and SEO terms to make it easier for people to find you on both LinkedIn and Google searches. We will examine which connections should you accept, how to ask for recommendations, understand the value of endorsements, how to use SlideShare (the YouTube of Presentations) Platform within your profile. ● Benefit: Becoming a Visible Expert. Many firms have talented professionals in their ranks who are more of less invisible to the outside world. LinkedIn can be an important tool to build a professional’s reputation and raise their profile among targeted audiences. Lead Generation and Nurturing: We will demonstrate how to identify decision maker profiles on LinkedIn and look within their network for mutual connections. After finding the best path in, we will leverage your network to get introduced through mutual connections or how to invite connections to join your network directly. These connections can be influential when reaching out and making the sale. The value of your network comes from the connections who want you to succeed. ● Benefit: Most professional service firms are interested in new lead generation techniques. Online networking through LinkedIn is consistently ranked as a valuable source. Establish credibility on LinkedIn: Leading up to your next prospect meeting, we will cover how to establish your credibility by sharing relevant industry news and insights on LinkedIn. Create a Survey/Poll to find answers to your business questions.
  3. 3. Group participation as it relates to your service and the industries you’re targeting to better understand what potential customers are talking about. As a result, you’ll end up being better prepared to have a conversation with your customers about their business. We will cover understanding the value of comments on LinkedIn help build loyalty, continue the conversation, and further establish your thought leadership. ● Benefit: Industry Research and Monitoring. Looking to enter a new market? Get an insider’s view before committing any resources? Wonder how your firm is viewed by others? Monitor the buzz about your industry without leaving your office. You even have a way to influence the discussions. We will demonstrate value to followers by building engagement and trust with a stream of rich, insightful content. On average, LinkedIn members that post 20 times per month reach at least 60% of their targeted audience. We will cover how to find a regular posting schedule in as little as 10 minutes per day to develop relationships with your followers, drive brand loyalty, and bring about new opportunities. ● Benefit: Content Promotion. One of the most significant trends in professional services business development is the rise of content marketing. When you make valuable content available to potential clients or partners, you are in a better position to be found online and more likely to be considered when a prospect has a need. Reaching out consistently after an initial meeting can make all the difference in converting a lead to an account. We will demonstrate how to use LinkedIn Contacts to set reminders for following up. SESSION 2: LinkedIn II ● Creating Your Company Presence The Company Page is foundational to building a brand on LinkedIn and acts as an information hub for your leads to learn about your company. Your business has unique aspects with its own messages to share, and a unique audience to share with. Showcase Pages allow you to extend your Company Page presence by creating a dedicated child page for those aspects of your business. Interested members can then follow your Showcase Page as they follow any Company Page. Integrate your Company Page into company communications. Existing customers and partners will likely follow your page when prompted. Use successful blog posts, articles, and updates from your other social platforms to create a high-quality stream of LinkedIn Company Updates. We will demonstrate how to link to your Company Page in company communications to capture your audience — mention your page in
  4. 4. your company blog or email newsletters, other social platforms or link to your page via email signatures. ● Benefit: Partnering Opportunities. Need a teaming partner? Another firm to help launch a marketing initiative? How about a new distribution channel? LinkedIn can help you identify and scope out potential partners. We will examine how to track your follower audience by using the Analytics tab on your Company Page to understand how your follower community is growing over time and what kinds of people you’re reaching. Competitive Intelligence: We will cover how to follow Company Pages to track how competitors are positioning their solutions. This will inform how you’re differentiating what you have to offer. ● Benefit: Turn Your Competitors into Potential Collaborators Should you consider Sponsored Updates on LinkedIn? Sponsored Updates let you reach beyond your follower base and target your exact LinkedIn audience to raise brand awareness, build relationships, and drive quality leads. Sponsored Updates appear in feeds across devices (smartphone, desktop, and tablet), giving you more opportunities to reach the people that matter. What’s the value of LinkedIn Ads? Tap into the LinkedIn network and target potential customers with LinkedIn Ads. We’ll explore criteria like function, seniority, and geography to access the ideal audience. SESSION 3: DeepenYour Professional Relationships with Facebook ● Facebook Leads the Sales Race! Considering that Facebook’s monthly active users exceed 2B members, the ability to respond to the needs of your socially connected customer is critical. Facebook leads the social sales race with 38% of its users have purchased an item after liking and sharing it. In this session, we’ll cover what tactics are most effective for you to convert your targeted audience into leads and sales. You’ll leave this session with a competitive advantage to leverage your Facebook presence and share your valued experiences in an engaging fashion. 1. Learn what to prioritize in any Facebook activity for your business such as reviews and check-ins 2. Learn how to use Facebook’s new updates to achieve brand consistency. 3. Learn how what metrics are important that measure your efficiency. 4. Learn how to engage with, share deals and seek feedback. 5. Learn how to establish authority and showcase your knowledge.
  5. 5. SESSION 4: Stay Connected with Your Professional Relationships via Twitter ● Your Competitive Edge: Twitter Now you can have it all. Twitter gives you ACCESS in real-time on both a personal and professional level. How would like to be the first place people learn about something important? Twitter allows you to connect with people quickly (without approval) and easily, people that you would never have been able to reach before. Twitter is considered by many as the new ‘email’. Most importantly Twitter allows you to LISTEN to your prospects in real-time. With Twitter, we now have the ability to read someone’s mind from a distance. At the heart of Twitter are short messages called Tweets. Strike up conversations with people you know and people you’d like to know. When someone follows you on Twitter, you gain a chance to engage with that person over time. Research has shown that followers don’t just see your Tweets — they also take actions that benefit your business. For example, customers share positive experiences about the businesses they follow on Twitter with their own network of followers (64%), spread the word about your business through Retweets (70%), and are also much more likely to buy from you in the future (72%). We will examine the glossary of some frequently used Twitter terms and why they are important. Learn how to set up your profile on Twitter. Learn how to find and connect with influencers. If it’s happening in the world, it’s happening on Twitter. We’ll cover how to be heard and share your opinion on global events, breaking news and local trends. Benefits include: ▪ Establishing your brand personality ▪ How to make it work for your schedule ▪ How to write good Tweets ▪ Optimizing photos, videos & content ▪ Gain market insight and unprecedented visibility into consumer sentiment ▪ Track conversations about your brand, industry and competition ▪ A real-time focus group to help drive innovation and adaptation In this session, we will provide step-by-step instruction to getting started on Twitter. We will help you get comfortable with some important Twitter basics. We’ll also introduce you to some new features and apps that you can use to grow your business on this social platform.
  6. 6. SESSION 5: The Guide to Instagram: Analytics, Metrics, Insights, Tools, and Tips Instagram provides a wide range of metrics and insights for you to measure your performance, understand your audience, and improve the results of your Instagram marketing. These metrics and insights can be obtained from Instagram’s native analytics (i.e. Instagram Insights) or other Instagram analytics tools. Most metrics available can be considered as level-one metrics — data in its most basic form (e.g. the number of followers and number of comments). We will go through level-two metrics — calculated metrics (e.g. followers growth and engagement rate) Your Instagram posts are for driving brand awareness and engagement while Instagram Stories and live videos are for sharing educational content. It’s helpful to use a mix of tactics and Instagram Insights (Instagram’s in-app analytics) to track your Instagram performance on a regular basis. Here’re the main metrics we’ll cover: ● Average likes per post ● Average reach per post ● Audience size growth (or decline) week over week ● Average engagement rate compared to previous weeks ● Number of posts for the week (for tracking consistency) SESSION 6: SEO: How Search Engines Work and Why It’s Important to the Survival of Your Business Any time you search for something online, you are almost instantly presented with a list of (mostly) relevant results from all over the web. Somehow, search engines are able find the web pages that match your specific queries. How do they do this? And – more importantly – how can optimizing for search engines still play a role in helping your business get found? SEO refers to techniques that help your website rank higher in organic (or “natural”) search results, thus making your website more visible to people who are looking for your brand, your product, or your service via search engines like Google, Bing, and Yahoo. According to Google, SEO is “about making small but meaningful modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could
  7. 7. have a noticeable impact on your site's user experience and performance in organic search results … [where] your ultimate consumers are your users, not search engines.” In session, you will leave understanding not only the web, but also your visitors and what your visitors want – and get – out of your website. SESSION 7: Content Marketing: Your Real Value Proposition All good communications begin with a strong and powerful message that reaches the target audience and motivates them to buy. Many companies settle for a surface level “this is what we do” approach, but that has limited effectiveness. When it comes to content, one size rarely fits all. To ensure that your company's content is effective at generating and nurturing leads, you need to deliver the right content, to the right people, at the right time. Content mapping is the process of doing just that. With content mapping, the goal is to target content according to A) the characteristics of the person who will be consuming it (that’s where buyer personas come in), and B) how close that person is to making a purchase (i.e. their lifecycle stage). Buyer personas are generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. In order to grow revenue and gain market share, you must get the attention of and engage with members of your target audience during the early stages of their decision- making process. To gain their attention and engage with them, your strategies must be focused on your customers, their pains, their needs, their interests, and their challenges Here are some of the areas we will cover: • What is your buyers’ demographic information? • What is their job and level of seniority? • What does a day in their life look like? • What are their pain points? What do you help them solve? • What do they value most? What are their goals? • Who are the influencers and where are they active online?
  8. 8. • Where do they go for information? • What are their most common objections to your product/service? Free Online Resources During Each Session Include: Templates. Guides. How to develop a Daily, Weekly and Monthly Checklist that works for your schedule. All sessions are interactive and attendees are encouraged to bring their own laptops. Seating is limited and each session is approximately 1.5 - 3 hours. Cost: $69/per person for each workshop [min. 10 people]. Travel costs not included. These are original educational experiences that have been created specifically for this workshop series—eachcontaining insights, strategies and up-to-date tips that you can use to transform your business. On-site workshops are available upon request. About The Presenter: Richard Sink is Founder/Principal of Critical Connections, a full- service digital marketing and technology consultancy with clients worldwide. He has achieved Top 1% Worldwide LinkedIn Profiles, Top 1% Worldwide SlideShare Profiles, #18 for turning social media into social business on Twitter and Mentors Guild Top Business Development Experts. He is a contributing author to recognizable brands such as the MasterCard Small Business Network. He has written many articles and been invited to speak at events across the country.