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LinkedIn Learning

Marketing Communications

via LinkedIn Learning

Overview

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Learn how to research your marketing communication needs, craft a message that resonates with your audience, and figure out a marketing plan that works for your team.

Syllabus

Introduction
  • Exploring key skills for high-impact marketing communications
1. Investigate, Target, and Differentiate for Marketing Communications Success
  • Draft a brand positioning statement
  • Research to uncover market intelligence
  • Identify your buyer personas
  • Audit your marketing communication channels
  • Create a competitive edge in your marketing strategy
  • Evaluate key inputs in building your communications program
2. Creating a Marketing Communications Plan
  • Set goals: Leverage SMART objectives prelaunch
  • Develop marketing messages that resonate
  • Reach your audience: Optimizing your marketing channel mix
  • Use an integrated marketing approach
  • Create a measurement plan
3. Including a Mix of Media to Excite Your Customers
  • Build an advertising strategy
  • Use PR in your marketing program
  • Build your email marketing strategy
  • Launch social media campaigns to drive engagement
  • Enhance your SEO in your marketing communications
4. Launching Your Marketing Campaign and Achieving Program Success
  • Consider a phased marketing approach
  • Monitor your marketing programs
  • Deliver campaign metrics and report ROI
  • Motivate your employee brand champions
  • Get your brand ambassadors on board
Conclusion
  • Continuing to hone your marketing communications strategy

Taught by

Deirdre Breakenridge

Reviews

4.7 rating at LinkedIn Learning based on 1611 ratings

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