Programmes - Marketing is constantly evolving our industry experts ensure you stay ahead

The Art of Social Selling

At the heart of any business is the need to constantly generate new customers and keep them over the long-term. However, with the rise and ever-growing space of digital, customers are becoming inundated with content and marketing, making it increasingly more difficult for brands to stand out from the competition and retain customers. Therefore, social selling can be overwhelming for a brand - especially SMEs – with many different digital tools and aspects to focus on. So, how can you solve this challenge and effectively convert prospects to customers, whilst then also keeping them as customers over the longer-term?

Rather than focusing in on specific digital tools, this module will address this challenge by looking at a system which can govern a variety of digital elements in one optimised way, also known as customer value optimisation. We will help businesses to understand the mechanics that govern this discipline in order to truly help to convert prospects to customers and then keep them over the long-term profitably. We will also look at the role psychology, trust and engagement play in being able to achieve this desired outcome. By the end of the module you will be well equipped with the knowledge and tools needed to perfect the art of social selling, in order to be able convert and retain customers effectively.

Developing an Influencer Marketing Strategy

Influencer Marketing is still a relatively new discipline and is now one of the fastest growing areas of marketing - so, what's it all about and how can SMEs take full advantage of this expanding area?

This module will delve into these key questions by exploring the dynamics, challenges and opportunities that Influencer marketing presents for both marketers and businesses. We will look at how to fully maximise the potential of Influencer marketing by exploring the basics of Influencer marketing, how to effectively choose the right influencers for your brand and steps to creating an effective Influencer marketing strategy. Lastly, we will highlight and learn how to navigate through the potential issues and pitfalls of Influencer marketing. By the end of the module you will be well equipped with the knowledge and tools in order to stay ahead in the world of Influencer marketing!

Marketing on Instagram

Instagram was only launched in 2010, but since then has just rocketed in scale; with over 1 billion users around the world and around 95 million posts each day. As a result, Instagram is now becoming an essential platform for many brands and a crucial part of marketing strategies. So, the key question is how can SMEs differentiate themselves and their marketing to stand out from the crowd in the ever-changing world of Instagram?

This module will help answer this and is a great guide to getting started with marketing on Instagram; to ensure your brand is fully optimised on Instagram and taking full advantage of the various features, insights and tools available. This is the perfect course for any first-time users of Instagram, but also for existing users of Instagram who want to expand on their current knowledge and take their Instagramming to the next level! By the end of the module you will be well equipped to be able to stop the scroll with your brand’s adverts and posts!

Copywriting for your Business

What you say and how you say it can make all the difference to whether customers engage with your brand and content, especially in our digital world. This is where copywriting comes in, however being able to do this well and effectively communicate your brand message and story to customers is far from easy. Therefore, copywriting can often be a skill which many businesses underestimate, lack or fall short on. So, how can you create memorable and consistent copywriting for your business?

This module is a great guide to copywriting, as we will give you techniques, strategies and inspiration in order to develop your brand’s own voice and to perfect copywriting for your business. By the end of the module you will be well on your way to be able to use the power of words to catch customers attention and persuade them to take action.

Creative Storytelling to Create a Brand

“Marketing is no longer about the stuff you make but the stories you tell.” – Seth Godin

Over the past decade storytelling has made a significant resurgence in marketing, as with the rise of the media landscape brands are always looking for new ways to stand out from the crowd and engage consumers. Storytelling provides marketers with a great opportunity and a highly powerful tool to attract, engage and form an emotional connection with consumers. So, how can SMEs take advantage of this opportunity and embed storytelling into their marketing efforts?

This module will explore the art of storytelling and equip you with proven storytelling techniques and ingredients needed to tell a great story. We will look at numerous examples of brands who have engaged in storytelling and how you can transfer the art of storytelling from films and books into your marketing. The skills and knowledge taught in this course will become invaluable, as there has never been a better time to engage with storytelling as marketers. So, get out the popcorn and enjoy the module!

Developing a SEO Campaign

75% of users on Google never click past the first page of search results, so how do we create an SEO campaign to get to the top of the search rankings?

This can be a difficult area for many SMEs, however this module is here to help as we will equip you with the knowledge and skills to create and optimise an effective SEO campaign. We will begin by unpacking what SEO really is and how the discipline has evolved. We will then break down the key components of SEO and gain an understanding of the different ranking factors. Thereafter, we will look at how to develop an SEO strategy and discuss how to measure an SEO campaign in order to optimise it.

Developing a PPC Strategy

What does the future of marketing look like and how can you take advantage of it?

Many believe that Paid Advertising is the future and one of the most effective marketing tools available. So, in this module we will take a close look at the world of Paid Advertising and how to develop an effective PPC strategy. You will learn how to determine which platform to choose based on your campaign’s strategy and objectives. We will specifically explore the three key social media platforms - Facebook, Instagram and LinkedIn - and how they work from a Paid Social perspective. We will then look at how you can optimise your landing page once a user has clicked on your advert in order to convert this to a sale.

Using E-commerce and Creating a D2C Strategy

Research predicts global e-commerce sales are to be in the ball park of $4.5 – $5.0 trillion by 2021. So, how can SMEs take advantage and cash in on this opportunity?

There are now millions of sellers around the world who transact with customers purely via e-commerce. It presents a huge opportunity to get in front of more customers, grow your presence and brand and deliver your products and services in a cost-effective way. We will explore the merits of embracing e-commerce in greater detail in this module. We will also discuss the importance of e-commerce, stages involved in setting up an effective e-commerce strategy, how to attract sales through e-commerce, platforms to consider through which to engage in e-commerce, different types of e-commerce and how to optimise the e-commerce approach through customer relationship management and engagement.

Creating Digital Marketing Content

Content marketing is now becoming a vital part of any digital marketing strategy. Content marketing can help businesses carve out a place in the lives of their potential customers. Therefore, SMEs cannot ignore or underestimate the benefits of content marketing in today's world. So, how can you develop and execute an effective content marketing campaign?

This module will aim to explore several aspects of content marketing by understanding what content marketing is and its potential benefits, the questions we need to ask ourselves in order to develop an effective content marketing strategy, the different content types, channels through which we can effectively execute our campaign and how to develop content that is scalable and measurable.

An Introduction to Customer Experience

Customer experience is not just a new buzz word doing the rounds in corporate circles now a days, or simply a new marketing gimmick that is likely to fizzle out once the initial hype around it settles down. Business organisations whether big or small; online or brick and mortar; domestic or global – are all understanding the value of customer experience and how important it is in enabling them to survive and thrive. Having a great customer experience is a key way for SMEs to grow and beat the competition. So, how can you improve your customer experience?

This module answers this question by bringing customer experience and science together. We will explore neuroscience, behavioural science and psychology, plus we share practical advice from industry experts. Therefore, this module is a perfect way to stay ahead of the trend by getting the conversation started and could help to make a real difference in your organisation.

The Small Business Programme - made for SMEs who want to get ahead - Online Only: Now £450

What do we cover?

10

online modules of study

20

hours of skill developing content

Over 15

practical case studies

What will you get out of it?