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Strategy and Planning
With our expert guidance, you’ll learn how to start with your business goals and create the plan that will help get them accomplished. We go over everything from digital marketing content audits (to see what’s working) and analyzing competitors, all the way down to understanding market segmentation – this involves getting to know who customers are so that you can design messages accordingly for success!
Then all those strategy elements become tactics: we teach different ways of using these techniques in order to make an impactful promotion of your business.
Implementation and Tactics
OWNED: In this course, you’ll learn about the most important aspects of owned media. You will be taught how to make your website more content-driven and search engine friendly so you reach the right audience at the right time. You will learn how to market and promote your business on social media. You’ll learn about social media marketing for your business and how it can help build your business and brand. You will focus on content, such as tweets and videos from different platforms like Facebook, Instagram, YouTube, and LinkedIn. Finally, you’ll learn about using email marketing to make the most of your customer database and build relationships.
Earned: Earned media increases brand awareness and creates a buzz around your business. Learn about PR best practices that work for getting coverage of all social platforms and creating press releases that are shared by influential bloggers as well as traditional journalists alike. We’ll also explore influencer relationships and link building to build reputation.
PAID ADVERTISING: Using Paid advertising to reach your audience is an effective way of engaging with potential clients, but it’s important that you know what makes a successful campaign. This course will teach how to create ads as well as understanding the secrets behind modern marketing techniques so your business can get more out of your budget without sacrificing quality or success rate!
Evaluation, Iteration, and Monitoring
You’ll learn to collect and analyze data from the website, social media platforms as well as your email marketing tools. You will learn about testing different digital marketing strategies and understanding the results to see which ones work best for your business. We will help you understand your business needs and how to know when it makes sense to outsource any digital marketing responsibilities. Finally, you will learn about measuring digital marketing success so you can be sure that what time or money was invested in it is paying off.
The BSBR course has been phenomenal. It has been a fantastic resource for us as a small business. We are far better positioned with our digital marketing strategy and tactics than we were prior to taking part in the program. The course covers a wide range of digital marketing topics including SEO, paid advertising, and social media strategies. I highly recommend the course for any small business owner who is serious about their marketing.
I own a tutoring business in Brampton with brick-and-mortar locations and pivoted to online tutoring during the pandemic. The main problem with any small business is the funds. We are not able to compete with big brands and companies due to a lack of funds and resources. But by learning and using digital marketing tactics smartly at BSBR, it helps in this endeavour. The course taught me that creativity and initial research is the big factor in this happening. We can compete with any form of business whether it’s a large scale or small scale and grab eyeballs from their audience as well.
BSBR’s content on strategic marketing and tactics helped me to get a better understanding of how to get more out of the time, money and content I was investing into the growth of my organization. From the learning, discussion and supporting workbooks, I have a clearer path on why some of my digital marketing tactics succeeded before and now I have clarity on which of the marketing practices have the best fit and ROI for me and how to implement effectively to deliver value for my community and navigate the digital landscape.
This program is a shared research initiative by Sheridan College’ Pilon School of Business and EDGE Entrepreneurship Hub. It is also part of the Skills Innovation Challenge, an initiative by the Government of Canada Future Skills Centre to aid those most affected by the COVID-19 crisis.
This course is for existing businesses with an established website and some digital marketing promotion experience (ie. social media, email, etc.). We run through the entire digital market process with a focus on building up your knowledge so that you can further enhance your digital marketing tactics for your business. With the instruction, you can expect the knowledge to come out of the program ready to further promote your business.
To evaluate the effectiveness of the training program, you will be asked to complete weekly online surveys and focus group discussions at week 4 and 8, and final individual interviews at week 12. You will further evaluate the training effectiveness 6 months and 12 months after the end of your training via an online survey and possibly as part of a focus group. This should take about 2 hours. As a thank-you token for your time, you’ll receive a $50 gift card for your participation.
We host two weekly lectures for 1.5 hours. Each week has an optional 2 hour workshop where you can discuss your work for the course, get feedback and ask any general questions.
5-10 hours – developing real-world applied digital marketing for your business
To be eligible to participate in the research, you must: Be 19 years of age or older. Identify as a woman, an Indigenous person, a racialized person or visible minority, immigrant, an LGBTQ2S+ person, a person with disabilities or a person without a post-secondary education. Have operated a Canadian owned small business within Canada for over 2 years. Have a business website. Have an interest undertaking digital marketing development for your business.
To be eligible to receive the one-time honorarium, participants of the BSBR Digital Training Program must:
- Be actively enrolled in the BSBR Digital Training Program;
- Be over 18 years of age;
- Be a small business owner;
- Participate in the training program with a minimum of 80% attendance during Weeks 1 – 5 (All mandatory classes);
- Complete the pre-training section of the “Training Benchmark and Results” Spreadsheet;
- Complete the Campaign Planning and Strategy section of the Workbook
Use the $500 honorarium towards the following preapproved activities: Marketing Webpages & SEO (i.e. Copywriting, Campaign Landing Pages, Content Blogs, etc.) – Not Website Development. Social Media Ads (i.e. Facebook Ads, etc.). Search Ads (i.e. Google Ads). eCommerce Marketing (i.e. advertising). Email content. Marketing graphics (i.e. photography, images, and graphics). Video (i.e. promotional videos).
Since the number of people participating in the program is limited we may not be able to include you and your business if we have too many applicants. However, If your business is not selected, you can subscribe and receive our program’s information, tips, and how-to advice on digital marketing here [https://digitalmarketingresearch.ca/?goto=C0ETGwNAW1YFXAQBF0sSEgwdQglBQxEXGRsADxAiOykBMik_Dk8BOC85O1UiPSkEEFdcGQwB]
Google Classroom is our central home. This is where course content and workshop information is shared. Our virtual meetings will be held on Microsoft Teams. You will have the opportunity to take part in a social chat community with fellow “students”
Garrett and Sujinda are seasoned entrepreneurs with a life-time of experience as entrepreneurs like you. They have also developed several digital marketing courses, which provide a strong foundation for the course. They have also pioneered the use of simulated digital platforms (https://curiosities.sheridancollege.ca/digital-effects-sheridan-marketing-students-enjoying-real-world-simulation-in-the-classroom/).
Additional support you may need during the training such as translation, transportation, and childcare can be arranged upon request and will be considered on a case-by-case basis.
Your feedback and data collected from the research will be used to improve the training program and other future development that will benefit students, small business owners and job seekers in digital marketing areas. You will also receive a final research report, which will be shared with Future Skills Canada, publications, presentations, websites, organizations that support small businesses (such as Mississauga Board of Trade, Brampton Board of Trade and Mississauga Business Enterprise Centre) and the public at large. Your confidentiality and research data will be protected according to Sheridan’s research policies and procedures.