Marketing strategy
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Introduction to marketing strategy
What is a marketing strategy?
What does this course cover?
Why do I need a marketing strategy?
3 lessons
Defining success
What does success look like for you?
Measuring success with lead generation
Measuring success with ecommerce
Measuring success with SaaS or subscriptions
Starting your marketing strategy with a business summary
5 lessons
Identifying your audience
Who are your customers?
Creating customer personas
Developing your personas
3 lessons
Competitor analysis
SWOT analysis
Identifying your closest competitors
Finding your USP
3 lessons
Define your messaging
What do you do best?
Cognitive Biases
Tone of voice
Building consistency and your key messaging
Creating your brand identity
5 lessons
Marketing channels
Choosing your marketing channels
Paid search/SEM
SEO
Content marketing and PR
Social media
Podcasts
TV, Radio and Print
7 lessons
Creating KPIs and tracking success
Digital marketing measurement modelling
Defining your KPIs and targets
Budget allocation
Analytics tools
Tracking your success
5 lessons
Finalising your marketing strategy
Submit your marketing plan
1 lesson
Identifying your audience
Developing your personas
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