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Before we get into the detail of marketing and selling your services, we need to go through a few fundamental definitions. These definitions will become the basis of the processes and structures we will discuss later in the course.

Although we will be covering marketing in this particular course, it is critical to understand how the marketing and sales processes flow together. The journey from the point where an individual is made aware of your service to the point when they become a paying Client is called the Sales Pipeline.

Any business operating without an effective marketing strategy is liable to be dead in the water, no matter how good the service is.

Fundamental to your marketing strategy is awareness; it is the life blood for you and your business and without it you will be unable to attract potential Clients Awareness creates interest and that interest, if curated properly, ushers potential Clients further down the sales pipeline and into the sales process.

We can break the digital marketing process into 4 key stages:

1. Identifying your Target Audience

2. Attracting your Audience with free content or advertisement

3. Capturing Lead & Prospect Information

4. Analysing and Optimising your Strategy

This module will provide you with an overview of each stage, before we move on to describe the practical steps you can take in order to accomplish each of the 4 stages - covered in Modules 5 – 8.

How to Export LinkedIN Contact Information

https://blog.hubspot.com/sales/export-linkedin-contacts

How to Export GMail Contact Information

https://support.google.com/contacts/answer/7199294?co=GENIE.Platform%3DDesktop&hl=en

Copywriting Copywriting is one of the most powerful elements of the marketing process and this is what will entice your audience to click on your links, provide their details and enter your sales pipeline. What is copy writing? Basically, it is the art of rearranging words in order to sell your readers into taking action.

In effect, it is salesmanship in text form.

When an individual has landed on the website and provided their basic email and contact details, they are at the Lead Capture Stage. You have no solid information on them other than they like your content, so your task here is to provide good quality information on a regular basis on a variety of topics.

The goal here is to have them provide more specific information as to what they need help with, which can be accomplished by completing the ‘How can we help you?’ Google Form (covered later in this Module).

You can’t improve what you can’t measure, so I strongly suggest using some form of analytical tool to track visitors to and through your website. Google Analytics (GA) is the industry standard web analytical tool and is a superb means of measuring almost every aspect of your digital marketing, and its free.

With all the various Social Media platforms offering direct and immediate access to your potential audience, why would you go to all the effort of building an old fashioned email list as opposed to investing all your time and energy solely into posting social media content?

As a small business owner, you are juggling many different balls at once and I very much doubt that one of these will be as a website designer. The goal of this section is NOT to take you through the nuances of website design, but to give you enough information in order that you can produce the content required to create the most optimised website possible, whilst also keeping your outsourced website designer accountable.

As discussed previously, your key marketing tools at this early stage should be email marketing and SEO, with the focus of attracting your target audience to your website. Later courses will go into specifics about selling your service on social media and the nuances of using individual platforms.

So, now we have covered all the fundamentals and various stages of the marketing process, we can bring all this information together into an actionable, step-by-step marketing strategy you can use as a guide when developing and implementing your own plan. This following plan is very much a suggested model based on the concept of a newly established, one person, Therapy Practice. You may therefore need to tweak certain elements depending on your business model, the services you offer, your current Client base/audience, target audience etc.

A Step-By-Step run through of how to set up your GMB Account.