Register now to attend this free event

This virtual webinar is ran by ScaleUp 360, a fully-funded programme providing tailored support to entrepreneurs and start-ups with the ambition and potential to scale up their business.

Dates and timings

1 - 2 July
Both sessions 10:30 - 13:00

What will we cover?

With Covid-19, digital promotion has become the only option for the majority of firms – and working from home provides the perfect opportunity to enhance this aspect of your marketing.

The workshop looks at many kinds of digital promotion, so it starts by mapping out the terrain using the popular PESO framework.

It then emphasises the importance of setting SMART, SMARTER, or SMARTEST objectives so you can evaluate the success of any campaign and determine the return on your investment – because digital promotion inevitably costs time, even if no money changes hands. For this reason, we consider analytics across each different channel.

We start by looking at online advertising, the options available, and the different ways to pay for it. We discover one golden rule nonetheless – CPA > LTV – and explore why. The discussion also looks at sophisticated targeting methods to maximise the return on your investment – and whether these come up against data protection rules,

We then move on to search engine optimisation and identify the three key elements – content, technology, and exposure – before taking a ‘deep dive’ into each. We end by looking at the appropriate division of labour: what to do yourself and what to outsource?

It is then time for email marketing, with a look at how to build your list and watch for various warning signs. The group considers how to write appealing copy before ending with a look at some of the advanced tools now available.

About the European Regional Development Fund

The project is receiving up to £2.8 million of funding from the England European Regional Development Fund as part of the European Structural and Investment Funds Growth Programme 2014-2020.

The Ministry of Housing, Communities and Local Government (and in London the intermediate body Greater London Authority) is the Managing Authority for European Regional Development Fund.

Established by the European Union, the European Regional Development Fund helps local areas stimulate their economic development by investing in projects which will support innovation, businesses, create jobs and local community regenerations.

For more information visit https://www.gov.uk/european-growth-funding.