Step 4: Share Your Story

Module 1: Your Digital Storefront

“Every business-- whether Brick and Mortar or Virtual has a digital storefront. Your website and social channels aren't optional. Do not "pass go" until your digital house is in order.“

 

LEARN

  • Learn the mindset shift: digital assets are no longer optional; they are your storefront.

LESSONS

  • The physical/virtual store divide is disappearing.

  • Apply the principles of design/merchandising to your digital assets.

  • The dangers of delegating.

  • Engagement is your goal—don’t worry about the number of likes and followers.

FRAMEWORKS/TOOLS*

  • Owned Media Attributes Checklist

    *Includes real world examples to see how others got it done.

 

Module 2: The P/O/E Media Riddle

“The media world is not "free." You may think it is, but if you rely solely on your own media channels you may get lost. Paid advertising is a multi-billion dollar industry for a reason--it works!”

 

LEARN

  • Learn how to use Paid, Owned, and Earned Media to build your business.

LESSONS

  • What do we mean by P/O/E media?

  • The unsolvable P/O/E media riddle.

  • The finances of P/O/E media.

  • A new and better formula: "Who + What=Where"

FRAMEWORKS/TOOLS*

  • Who + What = Where Framework

    *Includes real world examples to see how others got it done.

 

Module 3: The Battlefield

Once you identify an influential marketing channel for your business, chances are your competitors will be there, too! Don't try to "out-shout" them; out-smart them!

LEARN

  • Learn how to select the right marketing channels and how to stand-apart from your competitors who may be there, too.

LESSONS

  • The difference between media exposure and media influence.

  • Determine the most influential channels for your business.

  • Set your priorities: let go of marketing channels that don’t matter.

  • Outsmart your competition in highly cluttered channels.

FRAMEWORKS/TOOLS*

  • Marketing Channel Influence Audit

    *Includes real world examples to see how others got it done.

 

Module 4: How to Evaluate/Purchase Media

“Buying advertising time/space is becoming an automated process that will open up new opportunities for businesses of all sizes and budgets. With just a few basic steps, anyone and everyone can manage their own media buys.”

LEARN

  • Learn the different ways to buy advertising time/space to determine what’s right for you.

LESSONS

  • There’s no “one size fits all” approach to buying advertising time/space.

  • Evaluate tradeoffs to create an investment strategy that works for you.

  • Don’t get lost in all the jargon.

  • Lowest price isn’t always the best choice.

FRAMEWORKS/TOOLS*

  • Media Buying Decision Tree

    * Includes real world examples to see how others got it done.