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Updated in [July 18th, 2023]

This Marketing Leadership Masterclass is designed to help Leaders and Startups understand the WHY and WHEN of modern marketing. It is split into 6 different online sessions, each focusing on a different aspect of marketing leadership. In Session 1, participants will learn how to build their own model to track and measure every primary step a consumer takes during the buying journey. Session 2 will focus on the Belief Framework, which is the core, the foundation that pulls all the other sessions together. Participants will learn how to identify and understand different beliefs at different stages of the buying process, and how to use those beliefs to motivate consumers. Session 3 will cover the Digital Marketing Landscape, which will help participants understand the different digital marketing channels and how to use them effectively. Session 4 will focus on Content Marketing, which will help participants understand how to create content that resonates with their target audience. Session 5 will cover Social Media Marketing, which will help participants understand how to use social media to reach their target audience. Finally, Session 6 will focus on Analytics and Measurement, which will help participants understand how to measure the success of their marketing efforts. By the end of this course, participants will have developed an actual marketing strategy, their own personal marketing playbook, that will guide them and their brand into the right marketing activity.

Course Syllabus

Introduction

Build Your Model

Step 1: Know Your Numbers

Step 2: Measuring

Step 3: Conversion Rates

Step 4: Building Your Model

Step 5: Building Your Scenarios

Next Steps

SESSION 2 INTRODUCTION

The Belief Framework

Rules of Belief

The Belief Framework

Principle 1: Act Like a Mentor

Principle 2: Your Customer is Human

Principle 3: Identify and Establish the Need

Principle 4: You Have the Solution

Principle 5: People Respond to Direction

Important Tensions

SESSION 3 INTRODUCTION

Conversion Rate Optimization (CRO)

STEP 1: MEASURE

STEP 2: ANALYZE

STEP 3: STRATEGIZE

STEP 4: DESIGN

STEP 5: IMPLEMENT

STEP 6: LEARN

Key CRO Takeaways

SESSION 4 INTRODUCTION

Search Engine Optimization (SEO)

PART 1: TECHNICAL SEO

PART 2: CONTENT

PART 3: LINKING

METRICS

SESSION 5 INTRODUCTION

Content Engagement Plan

STAGE 1: TOFU CONTENT

STAGE 2: MOFU CONTENT

STAGE 3: BOFU CONTENT

STAGE 4: RETENTION CONTENT

Measuring Success

HOMEWORK

SESSION 6 INTRODUCTION

Multi-Channel Lead Acquisition

DATA INFORMED

ALL CHANNELS ARE PART OF THE JOURNEY

INTEGRATED MARKETING COMMUNICATIONS (IMC)

DEVICE AGNOSTICISM

BRANDED STYLE GUIDE

CHANNEL: EMAIL

CHANNEL: SOCIAL

CHANNEL: SEARCH MARKETING

CHANNEL: REMARKETING