The second session for week one of the WIDS class began with Moses and Cyril introducing themselves as the trainers for the program and welcoming the trainees. The class in groups had discussions on questions presented by the lead lecturer on the topic of Digital Marketing. The class then discussed major things to consider when going digital and tried to understand the difference between digital marketing and internet marketing. The class went on to discuss online strategies such as; Search Engine Optimization, Search Marketing, Display Advertisements.
The ladies then learned the steps to developing an online strategy through; clearly define goals, communicating what the business stands for, and knowing your unique selling point.
The class went deeper into how to use unique selling points that can give one a competitive advantage over another. The class also differentiated between a unique selling point and competitive advantage. A unique selling point was defined as a value given to customers that competitors cannot beat. While the competitive advantage is other factors that make the business run smoothly. In closing, the class discussed few questions to ask when defining a Unique Selling Point. These included;
- Who are my target audiences?
- Who are competitors?
- What problems do my audience/potential customers have?
- How can I solve it?