Lesson 1: Finding Your Audience
- Narrowing your audience
- Audience research + insights
- Research tools
- Free social listening tools
- Paid social intelligence tools
- Questions to ask to get the most out of the data
- Building a customer profile
- Outlining your three key audiences
- Uncovering where to find them
- Understanding what makes them tick
- Creating a strategic overview
Lesson 2: Building a Strategic Plan
- Breaking down the components of a strategy
- Audience
- Goal setting
- Approach
- Channels
- Tactics – Owned/Earned/Paid
- Budgeting
- Building out your plan
- Get your tactical ducks in a row
- Create a marketing calendar
- Build a work back plan
This course is perfect for you if:
- you can’t afford to hire an agency to build your marketing plan
- you’re new to digital marketing (whether experienced in traditional marketing or not)
- you need to get a good basis for your growing brand
- you’re taking your brand back to the drawing board
When you’ve completed this course, you will be able to:
- understand how to define what your best customer means to your brand
- ask the right questions to find your best customer and understand who they are
- conduct digital ethnography to deep dive into what makes your customers tick
- take this information to understand where your best customer hangs out and what drives them
- turn all of what you’ve learned into a strategy that includes owned, earned and paid components
- map out this strategy into a fully executable plan
