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Business Skills: Marketing Your Services & Products
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Marketing is the way to get the word out about your business, so that potential clients or customers will find you. As with most professionals, you may prefer to spend your time and energy doing what you do best—whether that is writing books of families’ histories, making video-biographies, or capturing oral histories for a business history—but in order to find clients, you must give adequate attention to marketing. In this course, we will present the basic methods and topics in marketing, geared toward a small business owner like a personal historian or professional genealogist.

It is recommended that you have taken the course, Business Skills: Creating a Business, or at least have written a business plan and started a business.


Course Content

Module 1
Introduction
• Note about Web Addresses
• Suggested Prerequisite/Companion Courses
• Short Explanation of Course Value
• Course Overview
• Marketing Glossary
 
Approaches to Marketing
• Websites
• What is Marketing?
 
Various Approaches
• Production & Product Concept
• Heavy Selling & Promotion Approach
• Guerilla Marketing
• Holistic Marketing Approach
• Bottom-Up Approach
• Attracting Ideal Clients
• Duct Tape Marketing
• Optional Reading
 
Let’s Talk About Selling
 
Let’s Talk About Competition
• Identify
• Research
• Applying What You Learn
 
Additional Resources
• Websites
• Blogs
 

Module 2
Target Practice
What Is a Target Market?
 
Identify Your Targets
• Income
• Age
• Education & Lifestyles
• Ethnicity
 
How to Get In Front of Ideal Clients
• Identify
• Market Research
• Apply What You Learned
 
Your Community
 

Module 3
Managing Your Clients
Websites
Your “Targets” Are People
Putting Your Clients First
 
Create a Database
• Compile Your Own
• Purchasing a List
• The Nitty-Gritty of Database Management
 
Ask for Referrals
 

Module 4
Basic Training: Preparing for Marketing
Websites
Image & Branding
 
Basic Materials
• Business Cards
• Brochures
• Letterhead/Stationery
• Samples
• Elevator Pitch
• Brief Written Description
• Website
• Optional Reading
 

Module 5
Many Ways To Market
Websites
 
Marketing Methods
• Person-to-Person
• Word of Mouth
• Networking
• Social Media
• Website
• Cold-Calling & Telemarketing
• Public Speaking
• Optional Reading
• Optional Reading
• Workshops & Educational Programs
• Referrals
• Fairs & Events
• Public Relations/Publicity
• Direct Mail Campaigns
• Email Campaigns
• Professional Associations/Trade Organizations
 
Collaboration
• Outside Your Field
• Within Your Field
• Fine Points
 
Advertising
 

Module 6
Mixing It Up
Websites
 
Marketing Mix: The 4 P’s
• Product
• Promotion
• Place
• Price
 
Planning
• Marketing Strategy
• Marketing Plan
• More About Goal Setting
 
Budgeting
Conclusion
 
Bibliography
• Books
• Websites
 
 

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