Topic outline

  • Introduction

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    The Marketing and online marketing for Social Enterprises (SE) training aims to effectively support SE in their efforts to promote their products or services while also conveying their social mission and values. Developing skills and gaining knowledge on successful marketing practices will enable SE to raise awareness on their mission and the social issues they address, consolidating their capabilities to attract supporters, customers, and partners. Online marketing will allow SE to gain expertise on how to better engage with their audience through social media, blogs, and email campaigns. Learning how to build this engagement will help SE build a supporting community around their mission and goals.

    In this module, the participants will gain skills on how to leverage marketing techniques to increase visibility, attract supporters, and drive engagement, ultimately amplifying their social mission. The module will provide specific knowledge that is crucial for reaching a broader audience and staying competitive in the digital space.

  • Online marketing - SEO, SEM

    SEO and SEM are essential tools for enhancing the online visibility and attracting more visitors, ultimately increasing the chances of converting these visitors into customers of organizations in the social economy. These two techniques have different purposes. SEO can help organizations in Social Economy to develop high-quality, relevant content that meets the needs of users and search engines, optimizing website structure and performance, and building authoritative backlinks, while SEM can help organizations to craft targeted ad campaigns that reach potential customers at the right time with the right message, managing keyword bids, and continuously optimizing ad performance to maximize social return on investment (SROI).

    The unit focuses on key marketing techniques such as SEO (Search Engine Optimization) and SEM (Search Engine Marketing), which are widely used to enhance online presence and visibility on search engines, through websites.