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Marketing Masterclass for Startups and Leaders 2021 Course Content

  • Learn about some expert marketing models that have stood the test of time
  • Understand the importance of modern marketing in today’s technological world
  • Know when and how to use a user experience map
  • Familiarise with the key stages of the consumer buying process
  • Gain the expertise to create powerful lead generation strategies for your business
  • Learn how to create a successful marketing sales funnel step-by-step guidance
  • Explore some common SEO myths and misconceptions
  • Know how to effectively use meta tags, keywords, links, and other forms of SEO

Course Content

Key topics that will be covered in module 1 include:

Introduction to Building Your Model

In this class, you will explore some successful marketing models, with expert tips and guidance on how to put together the perfect model for your business that will drive growth.

Role of Marketing

In this section you will learn about the different roles of marketing in small businesses and startups. It will teach you why these roles are pivotal in building brand awareness and enhancing user experience. 

Importance of Modern Marketing

No startup business can survive without a solid marketing plan. To make sure you stay one step ahead of your competitors, we will explore how modern marketing works, and why a clever strategy is key. 

Framework for Building Your Marketing Model

Now you are ready to start building your marketing model. This section provides step-by-step guidance to help you build a fail-proof strategy.

Key topics that will be covered in module 2 include:

Identifying and Establishing the Need

In this class, you will learn how to identify your market and customers’ needs, and how to use this information effectively to market your service or product. It will take you through the different types of needs in detail.

Establishing the Solution

Now that you have identified your customer’s needs, you will learn how to market your product or service in a way that will show them that you have the solution. This is where you define your USPs and benefits, which will help you to stand out from your competitors.

Ad & Brand Exposure

This class will equip you with the skills and tools you need to build brand awareness and use advertising in powerful ways that will drive business online. It includes tips and tricks that will help you to strengthen your campaigns and attract a wider audience.

Features VS Benefits

In this class, you will learn why highlighting your product or service’s benefits is much more powerful than simply listing its features. It will introduce best practices for describing benefits and how to use your product or service’s features to identify customer needs.

Key topics that will be covered in module 3 include:

Building Your Conversion Plan

In this mini masterclass, you will learn some effective strategies for increasing conversions to put together a solid conversion plan. It includes expert lead conversion and marketing tips for startups that will turn clicks into customers in no time.

3 Primary Methods of Data Analysis

In this class, you will explore the types of data analysis techniques that market researchers use. It will show you how to find real meaning from your data that will help you to apply the information gathered to improve your marketing strategy.

Important KPIs

KPIs are crucial in measuring the success of a marketing campaign. In this training lesson, we will explore the different types of KPIs in marketing, as well as which KPIs you should be measuring.

Funnel Pages

Funnel pages play a vital role in turning clicks into customers. In this section of module three, you will learn how to create a funnel page, and how funnel pages differ from landing pages. 

Key topics that will be covered in module 4 include:

The 5 Primary Keys of SEO

Through this class, you will learn expert tips and tricks for optimising your online content and web pages. It will teach you the most important aspects of search engine optimisation to strengthen your marketing strategy.

Meta Tags

This masterclass in meta tags will teach you everything you need to know to write winning titles and descriptions. It includes best practices used by experienced marketers to help you summarise your web pages in the best possible way.

4 Steps of Keyword Research 

Keyword research is an essential aspect of your content marketing strategy.Without it, you will not be targeting your customers effectively, and your business will drown in a sea of competitors. This class will teach you the 4 key steps of keyword research to optimise your web content

Conducting a Content Audit

Creating new and fresh content is key, but it is important not to forget about the old content. Is it still current? Does it need updating? Have you used the right keywords? This step-by-step guide will teach you how to run a content audit to assess the performance of your web pages and identify areas for improvement. 

Key topics that will be covered in module 5 include:

Why Content Fails

There are many different reasons why content fails. This course will teach you about the mistakes to avoid in content marketing, and how to fix them. You will also sharpen your copywriting skills.

What Makes Content Valuable?

In this class, you will get tips and advice on how to supercharge your content to keep your readers engaged. It will teach you about the value of words in marketing, and how people consume content, to be able to write winning words for any audience.

Defining Content Type

This section will take you through the different types of content in marketing and where they work best. From blogging to video marketing, it covers the A-Z of content types for marketing beginners. 

Interactive Content

Interactive content is engaging content that encourages your audience to take action. This class will guide you through the different types of interactive content, as well as how to create interactive content such as polls and quizzes for your social media and web pages

Key topics that will be covered in module 6 include:

Introduction to Multi-Channel Lead Acquisition

In this class, you will learn how to implement a multi-channel lead generation strategy that will speed up your lead generation efforts. It covers techniques used by expert marketers that will help you generate successful relationships with your customers.

Primary Success Metrics

In this section, we will explore different measures applied in marketing to measure success and performance. It covers a wide range of topics such as sales revenue and growth, and return on marketing spend. 

Email Metrics

This lesson will introduce you to the email marketing metrics that every marketer and startup business owner must know. It explores fundamental topics such as click through rate (CTR), conversion rate and bounce rate.

Why Remarketing Works

Remarketing campaigns are a great way to connect with could-have-been customers. Maybe they left items in their shopping bag but didn’t checkout. This class will show you how to turn could-have-been customers into actual customers, and influence them to make that purchase.

Course Curriculum

Section 01
Introduction to Building Your Model 00:05:00
Role of Marketing 00:09:00
Importance of Modern Marketing 00:04:00
Framework for Building Your Marketing Model 00:01:00
Step 1: Know Your Numbers 00:12:00
HOMEWORK: KNOW YOUR NUMBERS 00:02:00
Step 2: How to Measure the Right Numbers 00:09:00
The Art of Experience Mapping 00:04:00
The Buying Process 00:08:00
HOMEWORK: BUYER JOURNEY QUESTIONS 00:02:00
Step 3: Conversion Rates 00:08:00
Do You Know Your Industry Averages? 00:12:00
Step 4: Building Your Model 00:05:00
Knowing the Value of a Lead 00:04:00
HOMEWORK: BUILD YOUR MODEL 00:03:00
Step 5: Building Your Scenarios 00:08:00
HOMEWORK: BUILD YOUR FUNNEL 00:03:00
Practical Campaign Models 00:10:00
Next Steps 00:03:00
Section 02
Introduction to the Belief Framework 00:12:00
Rule 1: Everybody has Beliefs 00:07:00
Rule 2: Belief is a Strong Motivator 00:08:00
Rule 3: Belief Precedes Behavior 00:06:00
Rule 4: All Beliefs can be developed 00:02:00
Rule 5: Beliefs can be measured 00:04:00
The 5 Belief Framework Principles 00:03:00
Principle 1: Act like a Mentor 00:06:00
Belief Framework: Definition of Mentorship 00:04:00
Belief Framework: A Mentor is Other-Centered 00:03:00
Belief Framework: A Mentor is Authentic 00:05:00
Belief Framework: A Mentor is Empathetic 00:04:00
Belief Framework: A Mentor is an Authority 00:05:00
Belief Framework: A Mentor is Committed 00:05:00
Principle 2: Your Customer is Human 00:02:00
Introduction to Personas 00:06:00
HOMEWORK: DEFINING YOUR TARGET MARKET 00:03:00
Elements of a Good Persona 00:08:00
Telling Your Persona’s Story 00:06:00
HOMEWORK: PERSONAS 00:05:00
Principle 3: Identify and Establish the Need 00:08:00
Defining Consumer Needs 00:06:00
Discovering Your Genuine Contribution 00:12:00
Create or Satisfy Needs? 00:04:00
HOMEWORK: IDENTIFY AND ESTABLISH THE NEED 00:04:00
Principle 4: You Have the Solution 00:04:00
Journey Specific Solutions 00:09:00
HOMEWORK: ESTABLISHING THE SOLUTION 00:04:00
Content Types per Stage 00:08:00
HOMEWORK: DEFINING THE BUYING PROCESS 00:03:00
Principle 5: People Respond to Direction 00:05:00
Ad & Brand Exposure 00:05:00
Two Types of Actions 00:06:00
Creating the Belief Framework 00:03:00
HOMEWORK: THE BELIEF FRAMEWORK 00:10:00
Values-Based vs Fear-Based Marketing 00:06:00
Features vs Benefits 00:05:00
Section 03
Introduction to CRO 00:11:00
Defining Conversion 00:12:00
Building Your Conversion PlanMarketing Masterclass for Startups and Leaders 2021 00:07:00
STEP 1: MEASURE 00:12:00
3 Primary Methods of Data Analysis 00:09:00
Data Tools and Tags 00:07:00
HOMEWORK: INSTALLING TOOLS 00:07:00
Important KPIs@ 00:04:00
Funnel Pages 00:03:00
HOMEWORK: DASHBOARD & REPORTS 00:04:00
HOMEWORK: SEGMENTS 00:03:00
STEP 2: ANALYZE 00:09:00
Funnel Touchpoints 00:11:00
Hypothesize 00:11:00
Prioritize 00:03:00
HOMEWORK: CRO WORKLOG 00:10:00
STEP 4: DESIGN 00:04:00
Mobile Design 00:05:00
Buzzword Compliance 00:01:00
User Experience 00:03:00
Consumer Focus 00:02:00
What’s Missing? 00:04:00
STEP 5: IMPLEMENT 00:11:00
STEP 6: LEARN 00:05:00
Key CRO Takeaways 00:03:00
Section 04
Introduction to SEO 00:08:00
Defining Modern SEO 00:07:00
The 5 Primary Keys of SEO 00:07:00
Common SEO Myths and Misconceptions 00:07:00
Why is SEO Important? 00:04:00
The SEO Plan 00:02:00
PART 1: TECHNICAL SEO 00:09:00
Wrapped into Next Video 00:01:00
Meta Tags 00:05:00
Meta Tag: Title 00:06:00
Meta Tag: Description 00:05:00
URL Construction 00:06:00
Duplicate Content 00:04:00
PART 2: CONTENT 00:04:00
Stage 1: Keyword Research 00:08:00
4 Steps of Keyword Research 00:11:00
HOMEWORK: KEYWORD LIST 00:07:00
Stage 2: Content Audit 00:06:00
Conducting a Content Audit 00:11:00
Stage 3: Competitor Analysis 00:11:00
HOMEWORK: SITE COMPARISON 00:08:00
Stage 4: User Experience 00:15:00
PART 3: LINKING 00:04:00
Internal Linking 00:04:00
External Linking 00:07:00
Link Flywheel 00:05:00
Link Types 00:04:00
Link Building Strategies 00:04:00
Social’s Impact on SEO 00:08:00
HOMEWORK: SOCIAL INFLUENCERS 00:08:00
METRICS 00:02:00
Metric: Keyword Rankings 00:05:00
Metric: Backlinks & Linking Root Domains 00:05:00
Metric: Organic Traffic 00:03:00
Metric: Average Time-On-Page 00:03:00
Metric: Pages Per Session 00:03:00
Metric: Returning Users 00:02:00
Metric: Bounce Rate 00:03:00
Metric: Page Speed 00:03:00
Metric: Traffic By Device 00:04:00
Metric: Conversions 00:02:00
Section 05
Introduction to Content Engagement Plan 00:10:00
Modern Marketing Funnel 00:03:00
Why Content Fails 00:06:00
What Makes Content Valuable? 00:05:00
Interactive Content 00:04:00
Personalize Content 00:08:00
Full-Funnel Content Plan 00:12:00
Defining Content Type 00:07:00
Consumer-Centric Content 00:06:00
STAGE 1: TOFU CONTENT 00:09:00
TOFU Spotlight: Social Media 00:02:00
TOFU Content Examples 00:08:00
STAGE 2: MOFU CONTENT 00:07:00
MOFU Goals and Tactics 00:04:00
MOFU Content Examples 00:11:00
STAGE 3: BOFU CONTENT 00:07:00
BOFU Goals and Tactics 00:05:00
BOFU Content Examples 00:07:00
STAGE 4: RETENTION CONTENT 00:03:00
Retention Goals and Content Types 00:04:00
Retention Content Examples 00:06:00
Measuring Success 00:07:00
HOMEWORK: CONTENT ENGAGEMENT PLAN 00:08:00
Section 06
Introduction to Multi-Channel Lead Acquisition 00:06:00
DATA INFORMED 00:06:00
Primary Success Metrics 00:13:00
Syncing Your Accounts 00:03:00
Tracking & UTM Codes 00:10:00
HOMEWORK: UTM CODES 00:04:00
Custom Dashboards 00:02:00
HOMEWORK: DASHBOARD & REPORTS 00:04:00
HOMEWORK: SEGMENTS 00:03:00
ALL CHANNELS ARE PART OF THE JOURNEY 00:05:00
INTEGRATED MARKETING COMMUNICATIONS (IMC) 00:05:00
IMC Defined 00:05:00
IMC Strategy 00:04:00
IMC Examples & Marketing Mix 00:11:00
DEVICE AGNOSTICISM 00:15:00
BRANDED STYLE GUIDE 00:07:00
Manual of Styles 00:09:00
Example Style Guides 00:03:00
CHANNEL: EMAIL 00:03:00
Email Metrics 00:09:00
Email Design 00:09:00
Email Personalization 00:06:00
Lead Nurturing Campaigns 00:08:00
Different Types of Lead Nurturing Emails 00:07:00
Growing Subscribers 00:03:00
CHANNEL: SOCIAL 00:08:00
LinkedIn 00:02:00
Facebook 00:04:00
Twitter 00:02:00
YouTube 00:03:00
Other Social Networks 00:02:00
CHANNEL: SEARCH MARKETING 00:02:00
#1: Be Found at Every Stage 00:02:00
#2: Drive Dual Strategies 00:03:00
#3: Boost Conversions 00:03:00
#4: Dominate the SERPs 00:03:00
#5: Conversions 00:02:00
Integrate, Don’t Separate 00:03:00
Why Remarketing Works 00:03:00
Different Types of Remarketing 00:03:00

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