Course details

Level: Intermediate                                           Updated: 10/29/2020

Marking any kind of professional service—from legal representation to music lessons—requires a certain finesse. As you're selling your expertise and time instead of a tangible product, your marketing content must quickly establish that you're trustworthy, highly skilled, and able to tackle a pressing problem. In this course, marketing expert John Jantsch steps through how to market your professional services. First, learn how to focus on your core problem and look through the lens of a customer to better understand how they buy and how they expect to be served. John then shows how to create a website that drives traffic and helps you capture leads. Finally, discover how to turn customers into raving fans and develop a referral process.

Learning objectives

• Focusing your core promise on a core problem
• Understanding your ideal client
• Mapping your customer journey
• Outlining the structure of your website
• Building a lead generation content platform
• Turning leads into paying customers
• Using promotion channels
• Onboarding clients
• Building a referral process

Course details

Level: Beginner                                         Released: 5/6/2019

When it comes to social media, you need more than just a well-lit headshot and a witty tagline to cut through the noise. Professionals of all stripes—from amateur food bloggers to CEOs—need to craft a strong, authentic personal brand that’s consistent across multiple social media platforms. In this course, instructor Jennifer Jessie shows how to do just that, explaining how to create a profile that’s tailored to your ideal customer, craft compelling content, and target your audience on top social media platforms. Jennifer explains how to highlight your expertise without sounding like you’re boasting, determine how often to update your profiles, and track your progress. Plus, learn when to invest in ads, how to create a cross-platform plan for posting content, and more.

Learning objectives

• Identifying your strengths
• Using your personal profile to promote your brand
• Defining and highlighting your expertise
• Delivering engaging content
• Tracking your progress
• Boosting a post on Facebook
• Creating a Twitter ad
• Developing partnerships with influencers

Planning a digital marketing strategy

This course helps you to target social channels where your audience is present and to plan a compelling digital presence, using a number of online platforms. The skills the course facilitates are directly transferable to promoting a small businesses opportunity, a personal project, or indeed to plan an employer's online communication strategy.

The Social Media College outlines 8 steps for an effective social media marketing strategy. These include: 

• Review and analyse your current online presence
• Define your objectives
• Identify your audience
• Choose the right channel
• Create great content
• Be social
• Implement the strategy
• Analyse for improvement

From the EU's Culture and Creativity Group, Anastasiya Nurzhynska explains what factors lead to an effective communications strategy.