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Marketing for Small Business

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Marketing for Small Business

[ZE Mktg Sm Biz]

Price: $ 49.95+GST

(Available in Entrepreneurship Program only)

Marketing is about getting your business known and building your position within the marketplace. This course will show you how small businesses can leverage traditional marketing tools to grow their presence, increase results, and meet business goals.

This course will teach you how marketing is different for small businesses, elements of a successful marketing message, what the marketing cycle looks like, how to build a marketing plan with the five P’s, how to market with social media, and how to create a marketing budget. You will also explore over 100 strategies and consider which ones are right for your small business.

Table of Contents

Marketing for Small Business

Session 1: Course Overview

Learning Objectives
Pre-Assignment
Pre-Course Assessment

Session 2: Marketing for Small Business

Defining Marketing in the Small Business Context
Marketing and Sales
The Best Marketing
Glossary of Terms
Standing Out from the Crowd
Pre-Assignment Review

Session 3: Elements of a Successful Marketing Message

Your USP
Making Connections
Building the Relationship
Find Common Ground
Use Direct Language and Deliver a Message That is Clear, Calm, and Direct
Factual Descriptions and Relevant Details are More Likely To Be Heard
Use Repetition Respectfully to Keep Things on Track
Body Language Says It All
Influence and Persuasion
Predictability
Reciprocation
Consistency and Commitment
Social Evidence
Authority
Liking
Scarcity
Self-Interest
Testing and Revising

Session 4: The Marketing Cycle in Small Business

Marketing Essentials
Stage One: Consumer and Market Analysis
What Do They Need?
Who is Buying and Who is Using Our Product?
What Is the Buying Process?
Sample Buying Process
How Can I Leverage Segmentation?
How Can I Leverage Segmentation? Part Two
Stage Two: Analyzing the Competition and Yourself
SWOT Analysis
Next Steps
Stage Three: Analyzing Distribution Channels
Sample Configuration
Making Connections
Stage Four: Creating a Marketing Plan
Place
Price, Part One
Price, Part Two
Price, Part Three
Promotion
Packaging
Bringing it All Together
Key Considerations
Remember!
Making Connections

Session 5: Identifying Marketing Strategies

Key Marketing Strategies for Small Businesses
Getting the Most Bang for Your Buck
Key Strategies
Making Connections
Top Ten Strategies for Success
Identifying the Strategies
Identifying Opportunities
A Simple Marketing Plan for Small Budgets

Session 6: Implementing Your Plan

What is a Marketing Budget?
Crashing Your Own Budget
Four Rules for Establishing Your Budget
Managing Your Budget
Know Your Accruals, Part One
Know Your Accruals, Part Two
Stage Five: Implementing and Evaluating
Making Connections
Stage Six: Reviewing and Revising
Adapting and Evolving
Case Study

Session 7: Internet Marketing Basics

What It Looks Like
Sample Site Structure
Making Connections
Popular Strategies
Web Design and Development
Affiliate Programs
E-mail Marketing
Using Social Media
Search Engine Optimization (SEO)
Sharing Messages
Building Community
Considering Videos
Be Remarkable!
E-mail Marketing
A Cautionary Note
Distribution Services, Part One
Distribution Services, Part Two
Keep it Rich
What is SEO?
Spiders, Crawlers, Bots (or Robots)
Natural and Organic Searches
Paid Searches
URL Basics
How It Works
Pinging
Leveraging Social Media
Stretch
Build a Community
Watch Out for Social Media Experts
Be There
Find Your Customers
Be a Person
Follow Others

Session 8: A Personal Action Plan

Starting Point
Where I Want to Go
How I Will Get There
Summary
Recommended Reading List
Post-Course Assessment