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:
Introduction to the course's objectives, the vital role of a strong online presence, and an overview of who this course is tailored for. Lesson Content: Welcome to the course and overview of its importance. Introduction to the instructor and their background. Course goals and objectives. Benefits of completing this course. Overview of key topics covered.

  • Welcome & Introduction

Module 1: Understanding the Customer Journey and JTBD
Module Summary: Understanding customer motivations and the customer journey using the Jobs-to-Be-Done (JTBD) theory and Bob Moesta’s insights. Lesson Content: The Three Sources of Motivation: Functional, Emotional, and Social Detailed explanation and examples. The Four Forces of Progress: Push, Pull, Anxiety, and Habit Forces Detailed explanation and examples. JTBD Timeline and Customer Journey Detailed explanation and examples.

Module 2: Creating an Online Presence that Resonates
Module Summary: Strategies for creating content that resonates with your audience and guides them through the customer journey. Lesson Content: First Thought: Initiating Customer Engagement Detailed explanation and examples. Passive and Active Looking: Content Strategies Detailed explanation and examples. Deciding Stage: Making Trade-Offs Detailed explanation and examples.

Module 3: Optimizing Your Website for Customer Engagement
Module Summary: Techniques for optimizing your website to enhance user experience, meet customer expectations, and build habits. Lesson Content: User Experience (UX) Design for Different Stages Detailed explanation and examples. Onboarding: Meeting Customer Expectations Detailed explanation and examples. Ongoing Use: Building Habits Detailed explanation and examples.

Topic Summary: Recap of the course content, highlighting key points, next steps in the business journey, and recommended resources for continued learning. Lesson Content: Recap of key points and strategies covered. Encouragement to take action and apply what has been learned. Introduction to next steps, including workshops, discovery calls, and community engagement opportunities. Information on additional support and resources available.

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