Small Business Marketing: Brand, Content and Leads [EN]

This course contains the use of artificial intelligence.

Small business marketing is usually taught as corporate marketing with the numbers scaled down. Same chapters, smaller budget. That is the wrong shape entirely.

A corporation has a department. You have Tuesday evening

A corporation can spend a quarter on research before deciding anything, because a quarter of salary is already committed either way. You will run out of money first. A corporation can test three positioning options across two markets. You get one attempt at explaining what you do, and if it does not land you find out from silence rather than from a report. So copying the corporate playbook at one tenth the scale gives you the slow parts without the resources that made them survivable. The one thing you have more of than they do is speed: you can change your offer on a Wednesday, because there is nobody to agree it with. This course is built around that advantage rather than around a smaller version of theirs.

What this course covers

Thirty-eight lessons. The brand first, at a size one person can build: the six layers of a brand, a same-day audit including how AI assistants describe your company right now, positioning turned into six messages you reuse everywhere, identity and tone of voice in a week rather than three months with a model trained to write in your voice, campaign anatomy from big idea to channel mix, and a dashboard that separates awareness, consideration, preference and loyalty. Then the channels: the site as an entry point, referrals as the cheapest thing you own, email, search optimisation, video, copy that gets read, paid placement with analytics set up before the money is spent, remarketing, each platform on its own terms, and a monthly report. Then knowing the customer instead of guessing: what a survey can and cannot answer, question types and scales, whether open questions repay the analysis, fielding, the report, and turning findings into a plan. Then the funnel: auditing what you have, finding the stage that leaks, FAB, AIDA and SPIN, copywriting that converts, writing to people who never asked to hear from you, the conversation itself, strategies for when your price is the weak point or nobody has heard of you, handling negative reviews, and reaching people who do not reply. Then selling: buyer psychology, the value proposition, acquisition channels, customer avatars, technique, objections, closing, organising a selling week, the customer database, and the indicators worth tracking. Finally growth: a fourteen-day audit, estimating a competitor's unit economics, 4P and STP, the budget with acquisition cost and lifetime value behind it, the brand plan, the digital funnel with attribution, who to hire first, and where AI genuinely helps a small team.

Three blocks carry examples from hiring

The channel block was recorded around employer marketing — the mechanics are general and the examples are about vacancies, which transfers with almost no loss, because the task is identical: be findable, and be contacted first. The funnel block is the most direct transfer in the course: a funnel, conversion between stages, selling copy, handling people who go quiet and reviews that damage you are the same mechanics whether the person on the other end is a customer or a candidate. The research block was recorded around employee studies, so its catalogue of study types is internal while the craft of a questionnaire is not. The brand, selling and growth blocks have no industry attached.

Who is teaching this

I am Mike Pritula. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 38 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: the brand audit scorecard, the messaging matrix, the channel plan, the questionnaire design guide, the funnel audit, the copywriting patterns, the objection handling set, and the budget with acquisition cost and lifetime value

• Built for one person with limited hours rather than for a department

Where to start

Ask an AI assistant to describe your business to a potential customer. Whatever it says is your marketing today, whether you wrote it or not. Enrol now and start today.