Making your business visible through communication
To optimize a company’s visibility, the POEM method remains a top tool for increasing brand awareness and obtaining positive feedback on products and services to drive growth. This acronym—Paid, Owned, Earned Media—highlights three types of media, which we will analyze during this workshop. In this training, participants will discover the specific features of each lever and work on implementing a digital communication strategy applied to their day-to-day business activities.
Who it is for
No prerequisites are required to enroll in the training.
Objectives
- Develop a digital communication strategy specific to a brand to gain popularity and generate leads,
- Understand the advantages and disadvantages of each type of media,
- Analyze the impact of each medium,
- Create impactful content.
Program
Session01
Focus on your owned media
Making good use of owned media
- Mapping the different communication channels and analyzing the benefits and drawbacks of each
- Introduction to the POEM method
- Learning the owned media communication method
- Introduction to SEO
- Sharing techniques for finding the keywords searched by consumers
- How internal, outbound, and external links work and how they differ
Working on your content strategy
- Writing content using the AIDA method, the inverted pyramid, and the 5 levels of awareness
- Working on how to trigger emotions in your consumers
- Defining your deepest motivation, your why for communicating
Defining your social media management
- Study of the specificities of each social network and its adaptability according to the participants' roles and responsibilities
- Working on FOMO/JOMO strategies
Session02
Focus on your paid and earned media
Promoting your content with paid media
- Deepening your understanding of the paid media method
- Introduction to Google AdWords and hands-on practice
- Developing your visibility with social media ads
Leveraging your earned media
- Deepening your understanding of the earned media method
- Sharing press relations and influencer strategies to obtain high-quality content
- Strategy for using user-generated content in your communications
Before the course
Theoretical content, text excerpts, and examples of communication messages will be shared with participants to ensure they have a minimum knowledge base. Discussions may also take place with the trainers in order to assess each participant’s context and level.
Assessment
Your learning outcomes are assessed through a practical case, a simulation or a questionnaire. You receive a certificate of completion at the end of the course.
Practical information
For terms and deadlines, contact us at least 15 days before the date you have in mind.
Accessible to people with disabilities: a designated disability coordinator follows up on any adaptation request, to be reported before the course.
Welcome bookletIn the same area
Communication and cooperation
Business developmentCommunication and cooperationAdopt principled negotiation techniquesSucceeding in sales, preparing for an important meeting, making your point of view heard: negotiation governs every interaction between two people. In this training, participants will discover the best negotiation techniques to build a relationship of trust with their counterparts and achieve their goals. They will learn how to prepare, anticipate tensions and the forces at play, and find creative solutions to walk away with a deal in hand. Target audience: This training is intended for all employees who face negotiation situations. Salespeople, Sales teams, CSMs, Managers, and HR professionals are often confronted with negotiation situations that require understanding the mechanics involved and mastering the proper process.3 daysIn person (Paris) or remote
Communication and cooperationChoose the right words to capture attentionTo stand out in this age of information overload while also capturing attention quickly, participants will be given analysis methods as well as tips to better structure their written messages. They will have the opportunity to verify the benefits of the concepts shared with them by conducting their own experiment. Through writing exercises and text analysis, participants will be encouraged to practice drafting impactful messages. Their goals: to gain their audience’s support, to get others to buy into their idea, and to prompt them to take action (through a purchase, booking an appointment, signing up for a newsletter, subscribing, clicking, etc.). Throughout the training, participants will be challenged on their ability to trigger the desired emotions and achieve results.2 daysIn person (Paris) or remote
Communication and cooperationCommunicate with impactTo craft a clear and impactful message, it is important to identify your deep motivation, determine your own communication profile (and that of your interlocutors), become aware of the elements that come from you (your words, your tone of voice, your verbal language, etc.), and observe your interlocutors in order to deliver a message tailored to them.1.5 daysIn person (Paris) or remote
A course for your team?
Describe your context and what you want to change. We will point you to the right person.