Choose channels for competitive keyword optimisation on evidence of where the audience decides.
Building Keyword Optimisation Strategies for Competitive Markets
A working programme in competitive keyword optimisation for managers who have to deliver with existing resources.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in competitive keyword optimisation is imperfect; that is not a reason to stop measuring it. A message about this strand of marketing and commercial practice that tries to reach everyone reaches nobody. The programme works equally well for those formalising the marketing and commercial practice capability for the first time and those improving an existing approach. Benchmarking exercises repeatedly place competitive keyword optimisation among the areas with the widest performance spread. Improvement in this aspect of marketing and commercial practice stalls when it depends on one capable individual rather than a defined method. It treats this area of marketing and commercial practice as an operating discipline and equips participants to run it as one. They leave able to brief senior management on competitive keyword optimisation in terms that support a decision. Exercises escalate in difficulty, ending with the ambiguous situations that make the marketing and commercial practice capability hard in practice. The course ends by identifying what the participant will stop doing to make the practice within marketing and commercial practice sustainable.
Expected Learning Outcomes
Design the customer journey for competitive keyword optimisation across the touchpoints that actually influence the decision.
Review contracts and agreements for the obligations they create around competitive keyword optimisation.
Set acceptance criteria for competitive keyword optimisation before work begins rather than after.
Measure customer lifetime value arising from competitive keyword optimisation, not first-order revenue.
Document decisions about competitive keyword optimisation in a form that remains useful after the people change.
Align marketing and sales handover within competitive keyword optimisation so leads are not lost.
Who Should Attend
Founders and owner-managers running competitive keyword optimisation personally.
Anyone whose accountability for competitive keyword optimisation exceeds their current formal training in it.
Account managers responsible for retention within competitive keyword optimisation.
Marketing managers responsible for competitive keyword optimisation.
Staff seconded into improvement work on competitive keyword optimisation.
Retail and channel managers executing competitive keyword optimisation in the field.
Course Modules
Competitive keyword optimisation: channels, content and creative
2 sessions · 8 pointsSession 1Where the buyer actually decides on competitive keyword optimisation
- Compare the cost of competitive keyword optimisation with the cost of its absence.
- Set the discount authority for competitive keyword optimisation and require justification.
- Agree what will be standardised in competitive keyword optimisation and what will not.
- Remove steps in competitive keyword optimisation that add effort without adding assurance.
Session 2Defining the audience for competitive keyword optimisation narrowly enough to matter
- Write down the assumptions underpinning the approach to competitive keyword optimisation.
- Identify single points of dependency in competitive keyword optimisation and reduce them.
- Structure pricing for competitive keyword optimisation against perceived value.
- Review whether short-term tactics on competitive keyword optimisation are damaging the brand.
Competitive keyword optimisation: objection handling and negotiation
2 sessions · 8 pointsSession 1What to measure in competitive keyword optimisation and what to ignore
- Measure lifetime value from competitive keyword optimisation, not just first purchase.
- Script the three most common objections in competitive keyword optimisation and the responses.
- Document the sales process for competitive keyword optimisation so a new joiner can follow it.
- Reduce the variation in how competitive keyword optimisation is carried out between teams.
Session 2Making competitive keyword optimisation work when resources are constrained
- Establish what evidence demonstrates competitive keyword optimisation is under control.
- Map the decision journey for competitive keyword optimisation and mark where the choice is actually made.
- Close out actions on competitive keyword optimisation rather than leaving them open indefinitely.
- Agree the attribution model for competitive keyword optimisation and state its known limits.
Competitive keyword optimisation: audience definition and segmentation
2 sessions · 8 pointsSession 1Getting other functions to support competitive keyword optimisation
- Choose the next segment for competitive keyword optimisation and state why it is next.
- Distinguish symptoms from causes when competitive keyword optimisation underperforms.
- Test creative for competitive keyword optimisation at small scale before full commitment.
- Build the report on competitive keyword optimisation that answers whether to spend more or less.
Session 2The handover between marketing and sales in competitive keyword optimisation
- Prepare the summary of competitive keyword optimisation that senior management will read.
- Describe the buyer for competitive keyword optimisation specifically enough to name who is excluded.
- Set out how exceptions to competitive keyword optimisation are requested and approved.
- Build the content that answers the buyer's real question about competitive keyword optimisation.
Competitive keyword optimisation: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Handling the objection to competitive keyword optimisation that ends most conversations
- Benchmark the organisation's competitive keyword optimisation against comparable operations.
- Rank the weaknesses in competitive keyword optimisation by consequence rather than by ease of fixing.
- Set escalation thresholds for competitive keyword optimisation that work out of hours.
- Write the positioning claim for competitive keyword optimisation and test whether a competitor could say it too.
Session 2Choosing channels for competitive keyword optimisation on evidence
- Plan the sequence in which improvements to competitive keyword optimisation will be introduced.
- Check that competitive keyword optimisation still works when volumes rise unexpectedly.
- Design the retention action triggered when a customer of competitive keyword optimisation goes quiet.
- Define qualification criteria that disqualify quickly in competitive keyword optimisation.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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