Entrepreneurship Semester 8

Online Business

Paulo Santos

Email paulo@sopaulo.com

WhatsApp 00251915740161

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Week 9

Lesson Plan: Pivoting to Social Media and SEO Agency Strategy

Objective: To provide students with practical strategies for starting and running a Social Media or SEO Agency, focusing on client acquisition and effective communication.

Lesson Structure

  1. Introduction (15 minutes)

    • Address student concerns: Acknowledge their feelings of confusion and demoralization.
    • Transition to the new topic: Explain the shift from website development to exploring social media and SEO as a business strategy.

  2. Understanding the Social Media and SEO Agency Model (30 minutes)

    • Discuss the roles and responsibilities of a Social Media or SEO agency.
    • Highlight the importance of understanding the customer’s needs and current marketing strategies.

  3. Client Acquisition Techniques (45 minutes)

    • Role Play: Simulate a client meeting focusing on:
      1. Learning about the client: Discuss their current social media and branding efforts.
      2. Building Trust and Creating Scarcity: Emphasize the exclusive nature of your services.
      3. Price Discussion: Practice the art of stating your price and waiting for a response without justification.
      4. Contract Closure: Role-play the final steps of securing a contract and getting paid.

  4. Choosing the Right Platform (30 minutes)

    • Distinguish between different platforms:
      • Business to Consumer (B2C): Focus on Facebook and Instagram.
      • Business to Business (B2B): Focus on Google Ads and LinkedIn.
    • Discuss the specifics of each platform and how they cater to different business models.

  5. Effective Communication with Business Owners (30 minutes)

    • Strategies for bypassing gatekeepers and speaking directly to decision-makers.
    • Tips for arranging and conducting productive meetings.
    • The importance of being direct, creating scarcity, and offering a clear value proposition.

  6. Meeting Strategy (45 minutes)

    • The stages of a successful business meeting:
      1. Opening Niceties: Establish rapport.
      2. Understanding their Current Marketing: Ask about their existing strategies and social media management.
      3. Presenting Your Services: Clearly outline what you can offer.
      4. Pricing Discussion: Communicate your fees confidently.

  7. Q&A and Group Discussion (15 minutes)

    • Open the floor for questions and discussions about real-life scenarios and challenges in setting up a Social Media or SEO agency.

Additional Activities

  • Homework Assignment: Research and prepare a mock proposal for a hypothetical client, including services offered, pricing strategy, and a brief marketing plan.
  • Group Project: In small groups, develop a pitch for a social media or SEO service tailored to a specific industry or business type.

Conclusion

Reiterate the importance of adaptability in digital marketing and the potential of social media and SEO services as viable business ventures.

Example contract:

Date: __________________

To, _______________

Re: Letter of Appointment (“LOA”)

Dear Mr. _________,

With reference to our ongoing discussions with you, based on which we have outlined here in

below the terms on which the Agency, the “Hargeisa Web” will undertake the following activities as per

the Scope of Work (stated below) for One Hotel, a brand of _________.:

1. AGENCY APPOINTMENT

The Client hereby appoints the Agency to handle all advertising, communication and

related work on social media required for its brand. (Name of the brand …..)

2. AGENCY SERVICES

The Agency shall conceptualize, design, create strategies & campaigns for ‘One Hotel’ on

the following Social Media Platforms

-Facebook

-Twitter

–Instagram

-YouTube

–Optimize the website for Search engine optimization

-Create Live streaming videos on the hotel

-Write and publish press releases online

3. COMMENCEMENT AND DURATION

This agreement is deemed to commence from the (DD/MM/YY), and shall remain in

force for 3 months. The agreement may be renewed thereafter as may be

mutually agreed by both parties.

4. CONFIDENTIALITY

The Agency shall maintain absolute confidentiality with respect to any confidential

information received from the Client. The Agency shall not disclose any such

information without obtaining Client’s specific prior consent, otherwise than in

compliance with statutory requirements.

5. AGENCY FEES AND REMUNERATION

The Client agrees to pay the Agency a retainer fee of $XXX USD per

month. This amount will be payable at the beginning of the month.

6. EVALUATION

The Client and the Agency shall evaluate progress under this agreement at the

beginning of every month and take corrective action as may be required.

7. MODIFICATION IN TERMS

Any changes in the terms and conditions contained herein shall have effect only

prospectively, and shall be valid only if recorded in writing and signed by the authorized

officials of the Client and the Agency.

IN WITNESS WHEREOF the parties hereto have executed this Agreement in duplicate through

their respective duly authorized officials on the day, month and year herein above mentioned.

For: Hargeisa Web

Your Name

Chief Executive Officer

For: One Hotel