Most disappointing results in local search strategy trace back to an audience defined too broadly. Discounting solves a problem in the marketing and commercial practice discipline today and creates a larger one next quarter. It is pitched for practitioners with responsibility for the wider marketing and commercial practice agenda, not for observers of it. The course gives participants a defensible structure for local search strategy and the judgement to adapt it. Progress on this aspect of marketing and commercial practice is usually lost in the gap between approval and execution. The most reliable predictor of sound the marketing and commercial practice capability is whether anyone reviews it when nothing has gone wrong. Every module pairs a short input on local search strategy with structured practice on the participant's own material. The course leaves participants able to diagnose weaknesses in the practice within marketing and commercial practice before they become incidents. Participants leave with a first-ninety-days plan for the wider marketing and commercial practice agenda rather than a set of notes.
Expected Learning Outcomes
✓
Set acceptance criteria for local search strategy before work begins rather than after.
✓
Plan expansion of local search strategy into new segments or markets deliberately.
✓
Plan the handover of local search strategy so that capability is not lost when key staff move on.
✓
Distinguish the parts of local search strategy that must be standardised from those that require judgement.
✓
Set measurable objectives for local search strategy tied to revenue rather than reach.
✓
Design the customer journey for local search strategy across the touchpoints that actually influence the decision.
✓
Design the retention and win-back approach for local search strategy.
Who Should Attend
✓
Digital marketing specialists executing local search strategy.
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Customer experience managers improving local search strategy.
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Newly appointed managers taking on local search strategy for the first time.
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Agency and consultancy staff supporting clients on local search strategy.
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Procurement and contracting staff whose agreements set obligations around local search strategy.
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Founders and owner-managers running local search strategy personally.
Course Modules
Open any module to see its sessions and topics.
01
Local search strategy: retention, loyalty and lifetime value
2 sessions · 8 points
Session 1Defining the audience for local search strategy narrowly enough to matter
Distinguish symptoms from causes when local search strategy underperforms.
Build the content that answers the buyer's real question about local search strategy.
Confirm that contractual obligations around local search strategy are understood.
Structure pricing for local search strategy against perceived value.
Session 2Testing the message on local search strategy before spending
Confirm that reporting on local search strategy reaches the people who can act.
Define qualification criteria that disqualify quickly in local search strategy.
Agree what will be standardised in local search strategy and what will not.
Verify six months later that changes to local search strategy have held.
02
Local search strategy: the customer journey and decision points
2 sessions · 8 points
Session 1Qualifying out of local search strategy early and without guilt
Test creative for local search strategy at small scale before full commitment.
Set the review interval for local search strategy and who attends.
Prepare the summary of local search strategy that senior management will read.
Build the report on local search strategy that answers whether to spend more or less.
Session 2Handling the objection to local search strategy that ends most conversations
Write the positioning claim for local search strategy and test whether a competitor could say it too.
Plan the sequence in which improvements to local search strategy will be introduced.
Select channels for local search strategy based on evidence, then cut the rest.
Establish what evidence demonstrates local search strategy is under control.
03
Local search strategy: measurement, attribution and honest reporting
2 sessions · 8 points
Session 1Testing local search strategy before relying on it
Draft the minimum viable go-to-market plan for local search strategy.
Compare cost of acquisition against value in local search strategy.
Build the internal briefing that explains local search strategy to those affected.
Define the handover point between marketing and sales in local search strategy.
Session 2The hard cases in local search strategy and how to reason about them
Set the discount authority for local search strategy and require justification.
Agree the attribution model for local search strategy and state its known limits.
Agree the smallest change to local search strategy that would be visibly useful.
Close out actions on local search strategy rather than leaving them open indefinitely.
04
Local search strategy: pricing, value and discount control
2 sessions · 8 points
Session 1Choosing channels for local search strategy on evidence
Set objectives for local search strategy in revenue terms with a timeframe.
Record what was learned when local search strategy did not go as planned.
Measure lifetime value from local search strategy, not just first purchase.
Map the decision journey for local search strategy and mark where the choice is actually made.
Session 2Making local search strategy work when resources are constrained
Design the retention action triggered when a customer of local search strategy goes quiet.
Agree the indicators that will show whether local search strategy is improving.
Set out the decisions in local search strategy that require sign-off and by whom.
Choose the next segment for local search strategy and state why it is next.
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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