Building an Effective Online Presence

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About Course

This course provides a step-by-step approach to building a strategic online presence tailored for small and minority-owned businesses. You will learn how to identify and overcome unique challenges, create engaging content, and optimize your online platforms for maximum impact. Through practical exercises, case studies, and expert insights, this course equips you with the skills to enhance your digital brand and achieve your business goals.

What Will You Learn?

  • Conduct effective audience research to inform your digital strategy.
  • Develop a cohesive and compelling digital brand identity.
  • Create engaging and relevant content for your audience.
  • Optimize your website and social media for better visibility.
  • Use analytics to track performance and refine your strategies.
  • Build and nurture strong customer relationships.

Course Content

Welcome & Introduction:
Overview: Kickstart your journey into building an effective online presence with a comprehensive introduction to the course. This section sets the stage by outlining the course objectives, goals, and benefits, and introduces the JTBD framework and digital marketing principles. What You Will Learn: The objectives and goals of the course. The importance of understanding customer needs through JTBD. How digital marketing can elevate your online presence. Insights into the course structure and what to expect.

  • Welcome & Introduction
    00:00

Module 1: Understanding the Customer Journey and JTBD
Overview: Delve into the intricacies of the customer journey and the Jobs-to-Be-Done (JTBD) theory. This module will help you understand the motivations driving your customers' decisions and how to leverage these insights to create a more effective online presence. What You Will Learn: The three sources of customer motivation: functional, emotional, and social. The four forces of progress: push, pull, anxiety, and habit. The JTBD timeline and how it maps to the customer journey.

Module 2: Creating an Online Presence that Resonates
Overview: Learn how to create a compelling online presence that resonates with your target audience. This module will teach you how to initiate customer engagement, craft content for different stages of the customer journey, and help customers make informed decisions. What You Will Learn: Techniques for creating the first thought and engaging customers. Strategies for crafting content that caters to passive and active lookers. How to address customer trade-offs and alleviate anxieties.

Module 3: Optimizing Your Website for Customer Engagement
Module 3: Optimizing Your Website for Customer Engagement Overview: Discover how to optimize your website to enhance customer engagement. This module will focus on user experience design, effective onboarding processes, and strategies for encouraging ongoing use. What You Will Learn: Best practices for UX design tailored to different customer journey stages. How to create an effective onboarding process that meets customer expectations. Strategies for building habits and encouraging ongoing use of your product or service.

Conclusion
Overview: Summarize the key points covered in the course and provide next steps for continuing to build and enhance your online presence. This section will also highlight additional resources and support options available to help you succeed. What You Will Learn: A recap of the key strategies and insights from the course. The importance of taking action and applying what you've learned. Next steps for continuing your journey towards a compelling online presence.

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