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Every small business owner knows that marketing is essential, and many spend substantial money on it. But few have a research-based marketing strategy that ensures every marketing dollar is well spent.

This course will provide you with the essential strategies that should inform their marketing’s message and tactics. By the end of this three-hour course, you will be able to:

  • Assess and refine your business’s values and mission statement
  • Define your customer using the customer persona tool
  • Define your unique value proposition (UVP)
  • Develop and deliver your business’s elevator pitch
  • Understand the value of digital marketing and the role of marketing data

This course is the first module in the NYC Department of Small Business Services’ (SBS) six-module Digital Marketing series. It is followed by the second module, “Creating Content Your Customers Value.”