FOUNDATIONS COURSE STUDY GUIDE
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1 FOUNDATIONS COURSE STUDY GUIDE March 2015 Garima Gupta Copyright 2014 WSI. All rights reserved. Each WSI Franchise is an independently owned and operated business.
2 Table of Contents Introduction to the Study Guide The WSI Foundations Course Contents... 4 An Overview of Module 1 Lessons... 6 An Overview of Module 2 Lessons... 9 An Overview of Module 3 Lessons An Overview of Module 4 Lessons An Overview of Module 5 Lessons An Overview of Module 6 Lessons An Overview of Module 7 Lessons An Overview of Module 8 Lessons An Overview of Module 9 Lessons Tasks for each lesson Page 2
3 Introduction to the Study Guide. This Study Guide is a supplement to the WSI Foundations course housed in WSI Learning Center. It is an introduction to the course, and can be used by the consultants to help navigate and mark their progress through the course. The WSI Foundations Course The WSI Foundations course is an introduction to both the WSI business model and the digital marketing world in general. It covers the fundamental concepts, processes, and tools related to the WSI business model and our digital marketing offering, forming the basis of a consultant's initial training. All new consultants are required to complete this course before proceeding to the next phase which is the in-class training in Toronto, Canada. The table on the following page outlines all the lessons and activities included in the 9 modules of the WSI Foundations Course. Page 3
4 The WSI Foundations Course Content Page 4
5 Page 5
6 An Overview of Module 1 Lessons: 1. Welcome to WSI Welcome to WSI and your initial training! The entire WSI team welcomes you to the start of your WSI business and wishes you success and profitability in your new endeavor. Join the family and meet the rest of your team at the Toronto Head Office (THO) Learn about our different teams and see our organization's chart 2. Roadmap of your Initial Training This lesson, as the name suggests, will take our new international consultants (ICs) through a roadmap of the initial training, and provide an overview of what is to follow. Introduce the Training Structure Outline the three stages of the initial training Page 6
7 Give an idea of the time required for each of the stages 3. Introduction to the Online Course This lesson will emphasize the value of the online course, as well as provide information on the online course's outline, structure, lessons, and method and requirements of taking the quizzes. Navigate the online course Understand the structure of the modules and the time required for each Learn the method by which to take the quizzes Introduce the Learning Centre, the Events Calendar and the Webinar Archive 4. Tell us about Yourself Take a quick survey and tell the education team more about you. Give us a snapshot of your skills, experience and training needs. While you have already provided a significant amount of personal details to WSI, the WSI training team would like to capture key pieces of information so that they can better serve you during this phase of your training and your WSI business. 5. Online Course Deliverables You will come across various assessments and tasks throughout the online course. This lesson enumerates all these tasks so you have a clear vision of what is required from you during the various stages of the course. Page 7
8 Recognize key course deliverables that are mandatory to complete Complete required tasks in order to have your WSI business tools set up Highlight some action items that may or may not be needed from you 6. Module 1 Resources HomeOfficeFunctionalOrgChart-2014 (1).pdf Online Course Deliverables Checklist 2014.docx WSI Glossary 7. Module 1 Quiz 10 Questions, 80% Pass Mark, unlimited attempts. Page 8
9 An Overview of Module 2 Lessons: 1. Your WSI Online Presence As a WSI digital marketing expert, you will be provided with tools to build your digital footprint. In Your Online Presence lesson, you will take the steps required to secure a domain name (URL) for your business along with using the provided resources to create WSI branded social profiles for yourself and have your profile page created, and linked to your WSI branded URL. Understand the importance of having a branded online presence Work towards gaining a branded presence that establishes your online credibility as a WSI consultant 2. Your WSI Business Tools ESB Bundle In Your Business Tools, you will be introduced to a suite of tools essential to running your WSI business. Understand the key business tools that form a part of ESB Toolkit. Learn how to use WebScan as a prospecting tool Page 9
10 Practice virtual meetings and webinars with the GoToMeeting and the GoToWebinar software 3. ESB Checklist The Enterprise System Bundle Tools are an integral part of running your business. Follow this checklist to ensure that you have accessed your key tools, and are comfortable with the basic features of each. Key Learning Objectives : Ensuring that you have access to all the tools for your WSI business. Get comfortable with the basic functionalities of the ESB tools 4. Your WSI Business Tools: K2 and Virtual Office This lesson will introduce you to the WSI s collaboration tool, which we call K2. You can use K2 to your advantage by finding the right document, resource or person that has already been shared in K2. It will also introduce you to WSI's Virtual Office, which is the portal to get access to the core of WSI's systems and tools. Get access to the WSI network through K2 Learn the INs and OUTs of WSI's Virtual Office 5. Your WSI Business Tools : Account by Constant Contact Constant Contact is one of our premier suppliers and has been providing best of class marketing services to the WSI network. In this lesson, you ll learn how to access Constant Contact services and use them to further your business. Page 10
11 Get access to marketing account through Constant Contact Get access to WSI Marketing Material uploaded directly to your Constant Contact account to seamless marketing to your database. 6. WSI emarketplace This lesson will introduce you to the various components of WSI emarketplace- where you can look up and research the WSI suppliers, submit your requirements, get quotes, and award a project. In particular, you will learn about Virtual Office supplier listing, and WSI ProjX. Understand the value of WSI emarketplace and its role in your business. Become familiar with the systems provided by WSI to connect with the suppliers. 7. WSI Franchisee Fees and Revenue Reporting The Franchisee Fees and Revenue Reporting lesson takes you through your financial obligations as a WSI Franchisee, and leaves no fine print to wonder about. Learn about the WSI reporting cycle and franchisee fees Learn how to report revenue sales and pay invoices 8. Module 2 Resources Your WSI Business Tools-K2 and Virtual Office Page 11
12 Virtual Office Overview Your WSI Online Presence Domain Name Policy template for requesting domain name and FacebookPageTimelineCoverPhotos Google+ CoverPhotos TwitterBackground WSI World Profile Info Sheet YouTubeCoverPhotos Pre Authorized Payment Form Setting up WSI branded social profiles 9. Module 2 Quiz 10 Questions, 80% Pass Mark, unlimited attempts. Page 12
13 An Overview of Module 3 Lessons: 1. The Value of WSI Brand WSI was established in 1995, at the inception of the Internet, and today it is the largest digital agency network. Our marketers around the world are the new breed of business consultants. Our unique approach and value-based consulting helps companies leverage proven digital marketing strategies to boost their bottom-line. In this lesson, WSI s co-founder Dan Monaghan will: Introduce a history of WSI s beginnings, and where it is today Clarify the complexity of today s digital world Emphasize the way WSI can help companies harness the power of digital marketing 2. Brand Yourself WSI WSI provides you with numerous resources that you can use to showcase your belonging to the WSI family. This lesson takes you through the various branding tools to help you brand yourself as a trusted WSI Internet consultant, and to use this knowledge in successful prospecting. Learn about the key marketing tools to support your sales activities Page 13
14 Get access to the library of WSI's branded materials 3. Highlights from the Field: Kristjan-Paul Raude on Leveraging the WSI Brand In this Highlights from the field video, Al Kristjan-Paul Raude, one of our seasoned Internet Consultants tells the importance of brand leveraging and how trust can be built among clients. He shares how through blogging, content sharing and promoting WSI he gives to the community and in the process gets excellent returns. 4. Prospecting for Success - Introduction Prospecting and Lead generation are an extremely important part of building your business as a new IC in your target market. This chapter discusses the importance of consistent prospecting and lead generation Recognize that as a new IC, prospecting will be the most important initial business function for you Learn about the various channels you can use to reach out to prospects 5. Prospecting for Success Traditional Channels Prospecting and Lead generation are extremely important parts of building your business as a new Internet Consultant in your target market. This chapter discusses the key prospecting strategies and tools that you will be using to build a well-balanced sales pipeline. Page 14
15 Recognize that as a new IC, prospecting will be the most important initial business function for you Learn about the various channels you can use to reach out to prospect 6. Prospecting for Success - Social Selling The traditional prospecting activities are changing rapidly with the arrival of social media on the scene. Understand the various social selling techniques you can employ for prospecting, and develop a daily routine to harness the power of social media in your business. Understand the social selling paradigm shift Understand the various social selling techniques you can employ for prospecting Develop a daily routine to harness the power of social media in your business 7. Highlights from the Field: Prospecting with Al Trembley In this Highlights from the Field video Al Trembley, one of our very successful Internet Consultants talks about how to be a prospecting and lead generation pro. Discover how your centres of influence play a vital role in prospecting. Al also shares some tips and tricks that have contributed to the success of his business, including the model and facilitating 811 events. 8. Module 3 Resources Brand yourself WSI 2014ContentMarketingStrategyandCalendar.pdf2014ContentMar ketingstrategyandcalendar.pdf Page 15
16 A WSI Consultants Top 20 Marketing Tools.pdfA WSI Consultants Top 20 Marketing Tools.pdf Branding Manual_FaceingPages_Final.pdfBranding Manual_FaceingPages_Final.pdf Prospecting Elevator Pitch ScriptsTele-prospecting Script About WSI Value Proposition.pptx Outsourcing Telemarketing - Things to consider Social Selling Strategy and Routine How-To Guide Value of WSI Brand Harnessing the Power of Digital WSIOverviewSheet-A4 9. Module 3 Quiz 25 Questions, 80% Pass Mark, unlimited attempts. Page 16
17 An Overview of Module 4 Lessons: 1. Digital Minds Book This lesson takes you through an overview of the digital marketing landscape through the WSI Digital Minds book. Read the complete book to get an insight into twelve key digital marketing areas, and attempt the following quiz to assess your understanding. Overview of the WSI Digital Minds book Knowledge of the various digital marketing solutions that exist 2. Website Strategies Having presence on the web is a key digital asset for any company. In this lesson, understand the various web strategies that are used in today s world to optimize a business's web presence, and learn when and how to choose a particular website strategy over another. Identify the reasons why Websites are the main strategy used to drive traffic and lead conversions Understand key areas where websites go wrong Page 17
18 Learn how to choose between the different strategies: website, blog, microsite or a landing page 3. Paid Search Fundamentals This lesson requires you to go through the Adwords study material provided by Google, the largest search engine, and pass the Google Adwords Sales Rep exam. Learn more about how to sell Google Adwords as a paid search advertising solution Learn about the various options and settings that you can use while setting up a campaign 4. Search Engine Optimization Fundamentals Getting listed on the first page of search results stays the top priority for businesses. In this lesson, you will understand the fundamentals of SEO, including local search, keyword research, link building and analytics. Understand the basics of Search Engine Optimization 5. AdaptiveSEO Methodology WSI s Adaptive SEO is a change-proof methodology to optimize the web presence for any business. Learn more about WSI's ASEO in this lesson. Understand the recent changes in the search landscape and learn about WSI's ASEO methodology Page 18
19 Understand the difference between traditional vs. adaptive optimization Understand ASEO deliverables 6. Highlights from the Field: Sharon Herrnstein on Social Selling In this Highlights from the field video, one of our certified Social Selling Trainers, Sharon Herrnstein gives us her take on using Social selling techniques on helping buyers make decisions during their buying journey online. Watch Sharon s testimony on the social selling routine and get results. 7. Marketing Fundamentals Marketing remains one of the most effective ways of lead generation and customer retention. Using the right techniques can move your communication from spam to important folder. This lesson will take you through the most important techniques of Marketing. Appreciate the benefits of using Marketing, and when to use it as a solution Identify best practices in the field of marketing 8. Digital Analytics Fundamentals As a DM consultant, it is essential that you have a good understanding of the fundamentals of digital analytics. Being able to confidently assess and analyze clients' websites and campaign performances is critical to the long term success of your business; which in turn, will help build your credibility during the sales process to win deals. It is also one of the Page 19
20 essential monthly deliverables for clients that will justify you charging ongoing consulting and management fees. Investigate the process of tracking and measuring the online marketing results Learn how to use the reports generated to provide valuable insights into your client's business Learn how to confidently assess and analyze your clients' websites and campaign performance 9. WSI Digital Strategy Mix: Bringing it all together The plethora of various DM Solutions out there can sometimes be confusing to a new IC. This lesson will introduce you to the WSI simplified product offering through the WSI strategy mix and product bundles, so that the mapping of business pains, solutions and pricing starts making sense. Understand how to map clients' business pains to the right DM solution though WSI s simplified product offerings Use DM product matrix in various case scenarios to come up with the right solution and price points 10. Highlights from the Field: Francois Muscat on Main Revenue Centers In this Highlights from the field video, one of our seasoned Internet Consultants, Francois Muscat talks about Main Revenue Centers in his WSI Business. He tells us which Digital marketing techniques a build confidence with your client and building a base for yourself. Get Francois advice on upselling as well as find out which techniques are the most profitable. Page 20
21 11. Module 4 Resources Digital Marketing Mix DMM_Visual DIGITAL MARKETING STRATEGIES - comparison chart Product Matrix - Initial Bundles Marketing Guides WSI Marketing Guides on various DM topics Paid Search Adwords Sales Exam Study Guide Google Adwords Sales Representative Exam Directions WSI and Google - The Ongoing Journey Social Selling Program Social Selling Mastery Class - Program Overview Social Selling Program - Sales process simplified Whitepapers WSI Whitepapers on various DM topics 2.4 Landing Page Checklist. Digital Minds- Captions Perfectly Optimized Page. WSI BOOK - Normal PDF 12. Module 4 Quiz 40 Questions, 80% Pass Mark, unlimited attempts. Page 21
22 An Overview of Module 5 Lessons: 1. Introduction to the WSI Lifecycle The WSI Digital Marketing Lifecycle defines the process of gathering client intelligence, learning the prospect s business challenges and goals, developing a DM Strategy, submitting project deliverables, delivering digital marketing solutions and managing and analyzing the ongoing DM strategies for your clients, through a phased approach. This lesson will introduce you to the 6 phases of WSI Lifecycle. Learn about the important fundamentals of the WSI Lifecycle Understand how each of the 6 phases of the lifecycle apply to your WSI business operations. 2. The Discovery Phase By completing this lesson. you will gain a greater understanding of the importance of the initial research to be done in order to prepare for your discovery meetings. You will also gain a better understanding of the research process and tools that you can use to conduct initial prospect research and prepare for the 1st client meeting. Emphasize the importance of doing initial research to prepare for your discovery meetings Page 22
23 Introduce the research process and tools that you can use to conduct initial prospect research 3. IBA Phase The purpose of this lesson is to help you gain a thorough understanding of the WSI sales process, including conducting effective prospect meetings, being able to qualify prospects, putting together a solution that will meet the prospect s needs and presenting that solution in order to close the deal. Gain a solid understanding of the IBA process and tools Conduct an effective 1st IBA meeting Understand your client s needs and map the right solution Present the solution to the client and close the deal 4. Highlights from the Field: Carlos Guzman on Value based pricing In this Highlights from the field video, one of our seasoned Internet Consultants, Carlos Guzman shares his insights on Value-based pricing. Find out about the three pricing approaches, which of them work best and will be profitable in the long run. 5. The Build Phase Now that you have reached an agreement with your client about the products and services that you will be delivering, it is time to move into the Build phase. The goal of the Build phase is to obtain the necessary requirements for each individual deliverable from the client. During this stage, you will meet with the client to collect all the relevant project information using Page 23
24 project collection documents and then prepare a final statement of work (SOW) for the client to sign-off on. Once you and the client are satisfied with the scope of the project, they will sign off on the SOW, and you will contact your preferred emarketplace supplier and submit the project requirements. Once you submit your requirements you will then act as the middleman between the supplier and the client, working towards a finished product that your client is happy with. Conduct the pre-build meeting with the client Complete applicable project collection documents with the client Fill out a statement of work (SOW) document 6. The Implement Phase The goal of the Implement stage is to simply launch the Internet marketing services you commissioned to have built for your client. Once you and your client are happy with the deliverables from a WSI production center, you have reached the stage of rolling out the deliverables to a live status. The primary focus of this phase is to launch your project deliverables for your client s digital marketing strategy. Conduct Quality Assurance Review on all Deliverables from emarketplace Suppliers Get Sign-Offs from all Parties Involved with the Project Setup Site Analytics and Establish KPI Goals to Measure Implement and Launch Digital Marketing Strategies 7. The Measure and Manage Phases During the Measure phase, your goal is to collect 'Business Intelligence' through the use of web analytics installed on the client's web Page 24
25 properties. During the Manage results Phase, your goal is to interpret the 'Business Intelligence' collected and consult with your client on what it means for their business and what changes need to be implemented next to improve and meet your defined goals and metrics. This data will be gathered by a tool like Google Analytics and will collectively reveal to you many facets of activity related to the client's online and even offline marketing activities and the overall effect it is having within the client's web properties. Understand the importance of Tracking and Measuring all Digital Marketing Goals via Analytics Software Compile Monthly Analytics Data into Reports for your clients Learn to discuss Digital Marketing Strategy Progress and Analytical Data with client Discuss Adjustment/Enhancement/Expansion of their current Digital Marketing Strategy based on Analytics Data Engage & Maintain in Customer Services Best Practices 8. Module 5 Resources Build and Implement DM Project Collection Documents Build Phase.pdf Consultant (Supplier Contract Guidelines) Implement Phase.pdf Project Management (Dos and Donts) Statement of Work v4 (template).doc No Surprises Policy Discovery IBA Prospect Initial Research Guide Page 25
26 DIGITAL MARKETING STRATEGIES IBA meeting - Key questions and question asking techniques IBA meeting - Setting the Agenda IBA Phase IBA Questionnaire Product Matrix - Initial Bundles Proposal Document Template Proposal Presentation Template SALES PROCESS CHECKLISTS - In-Class Training - May 2014 Measure and Manage Results measure and manage results.pdf 9. Module 5 Quiz 40 Questions, 80% Pass Mark, unlimited attempts. Page 26
27 An Overview of Module 6 Lessons: 1. Learning Project Instruction Introduction: It is time to put some of the knowledge in action, and start preparing for your training in Toronto. The purpose of this module is to give you an opportunity to put into practice the learnings related to the Digital Marketing offerings and the Discovery phase of the lifecycle. Instructions: The Learning Project consists of the following assignments: Identifying Website Functionalities Analyzing a Landing Page Analyzing a Paid search Ad and associated Landing Page from a conversion perspective Analyzing an SEO optimized page Conducting initial online research of a business 2. Learning Project Submission document Page 27
28 An Overview of Module 7 Lessons: 1. Next Training Stages As you approach the next stages of your training and business, this lesson will take you on a tour of those stages. Learn more about what follows in the In-Class Training and the Quick Start Program. To learn what will transpire in the In-Class training at Toronto and how to prepare for it To understand the Quick Start program and how it helps you in starting your business 2. Ongoing Education WSI provides a numbers of learning avenues for you to continue learning beyond your initial training. Learn about our offerings in this lesson. To learn about the various continuing education avenues at WSI To understand how to access these avenues 3. WSI Support Structures WSI provides a numbers of support structures you can leverage when needed. Learn about them in this lesson. Page 28
29 To learn about the various ways you can leverage WSI Support 4. Corporate Communications Stay in touch with WSI. In this lesson, learn how you can stay connected. To learn about the various ways you can keep in touch with WSI HomeOffice 5. Module 7 Resources Ongoing education, support and communication channels.docx 6. Module 7 Quiz 5 Questions, 80% Pass Mark, unlimited attempts. Page 29
30 An Overview of Module 8 Lessons: 1. Get Ready for Toronto Webinar Series Welcome to the Get Ready for the Toronto webinar series! This webinar series is the last leg of the WSI Foundations course, and consists of four live webinars designed to help you focus on the operational set up of your business. The Get Ready for Toronto Webinars are a key part of the online course. During these webinars, you will not only get more information on key topics related to your business setup, but also get to interact with the Home Office Team and have an opportunity to ask related questions. Complete operational setups with respect to your WSI business A recap of Finance Reporting, Marketing and WSI Systems. Attend live and interactive webinars prior to your training Have your questions answered by the Home Office team members. 2. Checklist of Completed Deliverables Congratulations! You have successful completed this course and are now ready to move to the next phase of your initial training, the In-class training in Toronto. Page 30
31 To ensure you have successfully completed all course deliverables, here is a checklist of all course deliverables including: content, system and tools set up and a checklist to make sure you are ready for your trip to Toronto. Review the list below to make sure you have completed all tasks and met the course requirements. 3. Toronto Travel Guide The WSI Consultant s Guide to Toronto 4. Survey of Online Training Congratulations! You ve now completed your online training. Before you begin preparing for your trip to Toronto, could we ask you to please fill in an Online Training Assessment Form that would be invaluable to WSI for continuous improvement of our training deliverables. The objective of this assessment is to identify elements of the training that you found most valuable. topics that you would have liked us to cover in greater detail, topics that you think we ought to have added to the program. resources and tools that you would have liked to be included. your overall level of satisfaction with the program and the support provided provided. 5. Module 8 Resources Admin checklist Essential Marketing and Sales Resources checklist lead gen and sales checklist local branding and marketing checklist Page 31
32 Systems checklist Page 32
33 An Overview of Module 9: Website Building Technologies Social Technologies WSI Preferred Hotel Choice The Trusted Digital Media Advisor Program: Part 1 The Trusted Digital Media Advisor Program: Part 2-5 Landing Page Optimization Course WSI Social Selling Mastery Class WSI AdaptiveSEO Certification Course Paid Search Fundamentals Additional Resources on Digital Analytics WSI K2- User Guide Hilton Flyer How to update your IC Profile Videos Page 33
34 Tasks for each lesson: Lesson Tasks Introduction to the Online Course Tell us About Yourself Online Course Deliverables Module 1 Introduction to the Online Course Plan your study schedule based on the time guidelines provided. Download and print the Foundations Study Guide and use it to track your progress Module 2 Your WSI Online Presence Understand the WSI domain name policy, and request a compliant domain name and ID Set up at least three WSI branded social media profiles Request your IC Profile page Your WSI Business Tools - ESB Bundle Your WSI Business Tools: K2 and Virtual Office Your WSI Business Tools : Account by Constant Contact WSI emarketplace WSI Franchisee Fees and Revenue Reporting Brand yourself WSI Prospecting for Success: Traditional Channels Complete the ESB Tools related setup activities as detailed in ESB Checklist Set up your profile in K2 Explore resources in Virtual Office Get your Constant Contact account setup by filling in the provided form. Go through the WSI ProjX Consultant User Guide Download and complete the Pre authorized Payment form Module 3 Access all key marketing resources from WSI Virtual Office Brand Marketing page. Print your business cards using template provided in WSI Virtual Office Brand Marketing page. Order the WSI Digital Minds book Purchase a list of 1000 businesses Research and join 2 networking groups Compile a list of FRIENDS Page 34
35 Prospecting for Success: Social Selling Digital Minds Book Paid Search Fundamentals Search Engine Optimization Fundamentals Digital Analytics Fundamentals Digital Analytics Fundamentals The Discovery Phase The IBA Phase Download main prospecting tools Download the Initial Social Selling How-to Guide from Resources section Implement the Initial Social Selling Strategy as per Guide Watch webinars in Resources section to expand your learnings Module 4 Read the Digital Minds book Learn more about the fundamentals of Google AdWords Take the Google Adwords Sales Representative exam. Communicate the results to the education department Complete SEO Fundamentals Course. Read the Digital Marketing & Measurement Model article Complete the Analytics Fundamentals course and provide screenshot of your course to the training coordinator Watch the Google Analytics tutorial for beginners Download and review digital marketing strategy mix Download and review digital marketing mix excel Module 5 Download and review the Initial Research Guide Take the time to download and review each of resources. In particular: About WSI presentation Meeting Agenda script IBA questionnaire WSI Strategy Mix WSI Product Bundle Matrix Proposal Presentation Template Proposal Document Page 35
36 The Build Phase Learning Project Submission Ongoing Education Corporate Communications Get Ready for Toronto - Webinar Series The Online Training Survey Download and review the following documents: Project management Dos and Don ts Consultant - Supplier Relationship Best Practices Module 6 Use the form provided to document the answers and the research findings for the learning project assignments. You will need to complete and bring this document to Toronto In-class training for review and discussion. Module 7 Access and Review Webinar Calendar and sign up for upcoming webinars Sign up for Open Forum webinars Module 8 Register for the webinars by clicking on the registration link. This link will be ed to you closer to the webinar dates based on your confirmed training dates. Attend the webinar on the day of webinar. Come prepared with your questions related to the webinar topic. View the webinar recordings in case you could not attend any of them. Decide if you want a video shot for yourself in Toronto, and sign up if you are interested. Take the Online Training Survey and provide us your feedback Page 36
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