Course Outline:

Hour 1

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• Discussion of the importance of market analysis and what information should be utilized
• Describe how to receive feedback from clients and use this as part of your market analysis
• Describe how to use online sources of information for an analysis of your practice and your competition.
• Discuss the importance of planning for differentiation and how it can affect your practice both in-person and online
• Discussion of how tone, teaching, and credibility can be used to differentiate your practice from the competition
• Describe the combination of online and offline processes a business can incorporate into marketing for reputation management
• Discussion of where a practice currently stands online and resources such as Google alerts, maps, outsourcing,and online reviews
• Discussion of where someone would interact with your written impression and what advantages are associated with creating an impression in writing
• Discussion the potential issues when making a written impression including a lack of defense and the ease of credibility loss

Hour 2

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• In depth discussion of websites, emails, social media, online discounts, SEO, search engine ads, and directory listings
• Description of the goals of a website, the importance of content, and its basic layout
• Discussion of what topics or pages should be included on a website and the content.
• Descriptions of both Etips and email newsletters
• Discussion of how to build a subscriber list
• Explanation of how to distribute either email to clients
• Describe how social media is a new way to interact with clients
• Explain the uses of facebook, twitter, and pinterest in a massage practice

Hour 3

• Discuss importance of analysis in an online marketing environment
• Describe the components of website analytics including onsite information such as bounce rate and off-site information such as search engine ranking
• Describe the components of email analytics and how to improve email open rates
• Discuss the pitfalls of not using analytics and how much information is lost when a website or email is not set up to be analyzed
• Describe the importance of implementation and the difficulties that come with this process
• Explain how marketing should be treated as an expense and what type of strategies should be implemented to keep a financially sound marketing budget
• Explain where to find or how to calculate the components needed to implement a cost benefit analysis
• Discussion of other metrics used to measure the impact of a marketing strategy or plan including revenue, client visits, and online conversions.
• Discuss three examples of analyzing the costs, benefits, and effectiveness of online marketing strategies that could be implemented in a massage practice.