Part 2 can be attended individually

Overview 

This standalone three-hour workshop combines concise trainer inputs, live demonstrations, guided AI exercises, individual business application, peer discussion and practical action planning.

Participants will build a tailored 60- or 90-day social media and marketing plan for their own business, including objectives, target audiences, content pillars, channels, campaign ideas, calls to action, schedule and performance measures.

Aimed at Micro and small business owners, managers, sole traders, start-ups and social enterprises who want to use social media more strategically. It is particularly suitable for participants who post inconsistently, struggle to decide what to say, or want to connect social media activity to clear business goals. No previous AI experience is required.

Key outcomes:

• Connect social media activity to clear business and marketing objectives
• Identify priority audiences and the content most relevant to you
• Select suitable channels and a sustainable posting frequency
• Use AI to accelerate planning without allowing it to make unsupported assumptions
• Develop structured content pillars and campaign themes
• Produce a practical 60- or 90-day marketing calendar
• Identify simple measures for reviewing performance

Topics will include:

• Defining the business objective: awareness, enquiries, sales, repeat business, recruitment or community engagement.
• Reviewing current marketing activity and identifying what is and is not working.
• Identifying priority customer groups and understanding what matters to them.
• Selecting the most appropriate social media channels rather than attempting to use every platform.
• Clarifying the business value proposition, key messages and calls to action.
• Creating practical content pillars linked to customer needs and business priorities.
• Balancing promotional, educational, engaging, trust-building and customer-focused content.
• Using AI to support customer research, campaign ideas, content themes and planning.
• Creating seasonal, event-led and evergreen content opportunities.
• Planning a realistic posting frequency based on available time and resources.
• Building a 60- or 90-day content calendar.
• Connecting social media to email, website, networking, events and sales activity.
• Setting simple and meaningful measures of success.
• Checking AI-generated ideas for accuracy, relevance and authenticity.