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Surveys of small to medium businesses have found that many businesses fail to implement some of the most basic marketing strategies; strategies that can make the difference between 'just surviving' or thriving.
Sadly, these marketing strategies are common knowledge but not always common practice. This course introduces you to the five most common marketing omissions and invites you to examine your own business marketing strategies. Are you on track, or should you be making some improvements?
This course is designed to get you thinking about what you need to do to ensure you are on track with crucial marketing that will help you survive. and you will be introduced to some proven approaches you can build upon.
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|Section 1: Here's What You Will Learn|
A personal welcome from Silvia and an introduction to the survey that provided the idea for creating this course.
This brief lecture is designed to clarify some points relating to the course.
|Here's how to get the most benefit from this course.|
Common Marketing MistakesPreview
Conclusion To Section 1
Quiz No 1
|Section 2: Marketing Mistake 1: Not Capitalising On Your Goldmine|
|Learn the value of having an up-to-date database.|
|This lecture introduces you to the basic information that should be reflected in most databases, and I also share some approaches for gathering that information.|
|Once you have set up your database, the next step is to invest in it. In this lecture I highlight the value of cultivating a relationship with your customers and I share some approaches you can use to communicate with your clients.|
|Lecture 9||2 pages|
If you increase each of the 'turnover drivers' by just 10%, that would represent a 33% increase in turnover. Direct mail can be used very effectively to achieve this objective, and I share some ideas with you for marketing to your existing database
Conclusion To Section 2
|Section 3: Marketing Mistake 2: Not Using Referral Marketing|
|In this lecture you are introduced to the value of asking for referrals. Referrals are often the missing link to generating a flood of new business. It is a wonderful way to ensure that your sales funnel is always full.|
|Asking for a referral is easy, yet most people shy away from doing so. In this lecture I explain why this often is the case. Having a systematic approach to asking for the referrals works well. If you are not already doing this, now could be a great time to start.|
|Lecture 13||2 pages|
Follow these steps in this lecture if you want to be effective at getting referrals.
Silvia Shares Her 'Non Marketing" Experience
Conclusion To Section 3
|Section 4: Marketing Mistake 3: No U.S.P.!|
|It is important to have your business stand out from your competition. What do you offer that is different to your competition? Encapsulate that into a short brief message that can be used to highlight your "Unique Selling Advantage".|
|Do not assume that your USP can reflect a benchmark criteria for good business practice. That is a mistake that is often made. You must identify a 'unique' point of difference and then you can build your Unique Selling Advantage around that.|
|Lecture 18||3 pages|
Creating an effective U.S.P. can be quite a challenging exercise; follow the steps in this exercise and answer the questions as they are designed to guide you through the process.
|As a last resort, you could consider building the USP around AWESOME, WOW-SOME SERVICE. This means of course that your service must stand out as being consistently SUPERB, AWESOME, and WOW-SOME.|
Conclusion To Section 4
|Section 5: Marketing Mistake 4: Not Upselling|
|This lecture introduces you to the highly effective marketing strategy of 'upselling'. A person who has just bought your product or service is quite often your best prospect for your next sale, so think about how you can upsell to them.|
|There are two key steps you need to follow for successful implementation of the 'upsell' strategy. This lecture introduces you to them.|
|Lecture 23||1 page|
If you are wanting to increase your profits by upselling to customers, here are some ideas that may work well for you.
Are You Picking Up On Some Helpful Ideas?
Conclusion To Section 5
|Section 6: Marketing Mistake 5: Ineffective Advertising|
|Many adverts placed in the print media do not generate sufficient sales to cover the cost of the advert and oftentimes the person placing the advert is highly disappointed with the outcome. Most probably they advert failed to comply with the A.I.D.A. formula. Learn about the A.I.D.A. formula in this lecture.|
|Lecture 27||1 page|
This lecture provides some great proven strategies for creating an effective advert.
The Newspaper Advert
|A slightly different headline in an advert can sometimes make a huge difference to the response rate and conversion rate. So always test and measure the results of each advert.|
Conclusion To Section 6
|Section 7: Take Action|
|What is your take away value from this course? What marketing strategies are you either going to implement, or maybe 'tweak'? How soon can you start?|
In this final section I briefly review the marketing concepts covered during this course. I also point out the value of having several marketing strategies being implemented at any one time.
My messages with positive ideas and suggestions for adding to this course are always welcome.
Silvia Wright-Davies is a Business Improvement Specialist, Performance Coach and a Trainer.
Over her career life Silvia has been lucky enough to work in a number of different countries, own a number of diverse businesses, and have a highly successful business entrepreneur as an immediate family member and her mentor. This background has equipped Silvia with valuable knowledge and skills that she now shares with businesses owners, management and staff.
Since 2000 Silvia has been training self employed business owners, and corporations both large and small throughout all of Australia and New Zealand. In 2010 she created the Centre for Achievement which provides online business skills courses for small to medium businesses and she is the author of numerous business improvement courses, including "Powering Ahead with Purpose and Passion", "Pathway to Excellence" and "Pathway to Achievement".