SOLOPRENEUR: Self-Employability in Remote Regions of Europe

SOLOPRENEUR TRAINING

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Marketing communication when you are alone

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Solopreneur Accept the challenge

Worksheet 1: I have an idea

Worksheet 2: Finding inspiration

Worksheet 3: Developing my idea

Worksheet 4: Be unique!

Worksheet 5: How do I start?

Worksheet 6: I’ve got a plan!

Worksheet 7: Approaching your customer

Worksheet 8: The customer

Worksheet 9: Status: online

Worksheet 10: Your online reputation

Worksheet 11: Time is on my side!

Worksheet 12: My idea around tourism

Worksheet 13: What do I need to know?

Worksheet 14: Let’s get started

X Close ECCA Entrepreneurship Module

VIDEOS

Marketing communication through digital technologies

Digital technologies for marketing The role of a web pageClick to read

Companies adopt different media to exchange information about their products or services to the customers.

Important:

Care about presence on the Internet

Notes:

Marketing communication is the different media that companies adopt to exchange information about their products or services to the customers. In our current competitive labour market, companies must make great efforts to stand out from the rest of companies. To achieve this, they need to care about their presence on the Internet and specifically about digital technologies, which are the biggest communication channels. They offer companies a wide range of digital tools they can use to approach target groups and stay in touch with customers.

Digital marketing

Online public relations: marketing communications that encourage positive perception of your company

Feedback from customers through digital platforms contribute to the success or failure of your business

Notes: This new kind of marketing through digital technologies is called ‘digital marketing’. It affects the same aspects of the traditional and service marketing; however, digital world provides more opportunities for the promotion of our products.

Thanks to digital technologies there are new ways of applying the elements of communication, which include public relations, advertising and direct marketing:

•Online public relations: they refer to marketing communications that encourage positive perception of your company. The feedback you receive from your customers through digital platforms will contribute to the success or failure of your business.

•Digital advertising: more information on the next slide.

*Statistics: 64.6% users click on Google ads when they are looking for a product to buy online

Notes: Apart from investing on traditional advertising we find nowadays new forms online to promote our business.

oDisplay advertising: this is a type of online paid advertising, which usually uses images and text. Banners, landing pages (LP’s) and popups -- the most popular (commonly found on websites and blogs to redirect user’s attention to the company’s product).

oSocial media advertising: paid ads, promote posts or post stories which have become a popular tendency to reach more potential customers without paying anything.

oPay per click (PPC) ads: advertisers only pay for if a user clicks on them. PPC ads are normally text with a small picture sometimes. Statistics: 64.6% users click on Google ads when they are looking for a product to buy online.

o Mobile advertising: we recommend you that all advertising campaigns are adapted to mobile platforms as well. They will have to follow specific requirements so the format suits to the mobile device screen. Nowadays there are more access to internet from mobile phones than from desktop computers, so it wouldn’t be a bad investment.

o Search Engine Marketing: this advertising technique is used to increase companies’ rankings on search engines according to the keywords. Once these keywords have been selected, experts carry out techniques to ensure that users discover the company after inputting related terms into search engines. Among the techniques we find Search Engine Optimization, which consists of associating websites to keywords. A web designer will include a text on a site's home page with some preferred keywords at a specific density.

Currently we cannot run a business if we have no presence on the internet and this presence starts through a website.

Both logo and motto must be the first thing seen in the homepage.

Notes:The main and first step is obviously to create a webpage. Currently we cannot run a business if we have no presence on the internet and this presence starts through a website. It will be our main platform from which our potential clients will be able to see who we are and what we do. We need to provide important and useful information to our potential clients as well as pictures of ourselves so it’s more personal. Both logo and motto must be the first thing seen in the homepage.

How to create an effective webpage?

✔Content and structure based on 3 basic criteria: usability, user-friendliness and accessibility

✔Your website must reflect your brand image - use good and appealing photos and videos of your daily life activities

✔You need to define clearly your services/products, messages and targets

✔Contact details (email, phone numbers/WhatsApp, fax, address, skype, Facebook, YouTube, etc.) and navigating menus, must be easily accessible

✔Keep it updated and lively or people will think you are not “active”

✔Content is fundamental - All information must be coherent with brands mission and values

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