On August 11, the fifth EXPORT SCHOOL Module for small and medium-sized enterprises was held 

Digital for export: promotion and customer acquisition.

The module covered the following topics:

  • Preparation for digital promotion (social networks, websites, corporate identity)
  • Digital security, working with contractors and employees
  • Digital marketing channels:
    • Social networks (strategy/content, Facebook, LinkedIn, Instagram)
    • Targeted advertising on social media
    • Search engine marketing (Google Ads)
    • Search engine optimization (SEO)
    • E-mail marketing
  • Choosing promotion channels: digital analysis of competitors
    • B2B features,
    • Export of services
  • Evaluation of digital marketing performance
    • Google Analytics: goals, conversions, and UTM tags
    • MQL vs SQL – classify correctly
    • Performance evaluation: Calculate the effectiveness of channels

Volodymyr Bytko  is a seasoned entrepreneur, and expert with eight years of experience in digital marketing and web analytics. He is a Marketing Director at RBC Group with a focus on the Eastern Partnership and CIS markets. He is also a consultant on setting up and optimization of marketing and lead generation departments.

The EXPORT SCHOOL project is part of a grant competition for systemic support for small and medium-sized enterprises implemented by the Business Development Fund  within the broader EU4Business: SME Recovery, Competitiveness, and Internalization program co-funded by the European Union and the German government and implemented by the German federal company Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH. The program aims to support Ukraine’s economic sustainability, recovery, and growth, create better conditions for the development of Ukrainian small and medium-sized enterprises (SME), and support innovation and exports. More information: www.eu4business.org.ua.

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