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LETS GET DOWN TO BUSINESS.

Question :
We are a small civil infrastructure company in South Auckland and would like to move into the training field. We currently offer wheels,rollers and tracks endorsements among other assessment workshops using connexis ito units standards but would like to open our own facility maybe even provide training with organisations such as MSD,Inworks and other Maori, Pacific Island establishments who have a training need. We have two NZTA approved and Connexis certified infrastructure lv3 assessors/tutors and access to a large Auckland based network of external providers of certification and practical worksite experience. We have an idea for a short course and consist’s of what the current market requires in the Civil Infrastructure incl a few extras to help the trainee be more versatile to an employer and skills to help with job opportunities We have no online presence but is in the plan for te near future.

Question submitted 24/08/20 @ 08:56am
Industry: Business Growth
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  • HI there – so are you asking for help on the web presence and/or the strategy for how to offer their programmes? Andy

    Hi

    As with any B2B businesses, there are plenty of marketing channels that you could apply your marketing efforts towards.

    However, since you’re in the B2B training field, then perhaps one of the best ways of getting exposure and leads with COLD traffic would be to build an online presence around training materials and content. Particularly if you’re in a specialist niche where your type of content isn’t very saturated online (it sounds like that’s the case!), then the medium-to-long-term rewards of such a strategy implemented correctly could put you head and shoulders above your competition.

    As I assume you’re already the experts in what you teach, I’d imagine that creating high-quality content around your subject-matter should be a lot easier than for most businesses.

    The content would be used as a foundation of all your marketing activities such as:

    SEO – High-quality content (especially if coordinated with good content and SEO strategy) can yield great results at bringing your website to the top of search engines, particularly if you’re in a specialist niche.

    Social Media – Every piece of content can be shared and promoted on social media to build brand awareness – LinkedIn can be powerful for B2B

    Funnel Marketing – The content would act as top-of-funnel brand awareness, but it’s important to leverage a good lead generation process e.g. to capture emails and remarketing those interested customers at a later date.

    To achieve the above it’s important to put in place a good foundation. The website should be built on a platform that can support a flexible content architecture that will grow over time and importantly you’d want this to integrate with a good CRM or email marketing tool.

    Kia ora Andy,
    Thank you for the reply. I would like to offer my own training program and would like to know if there is another way other then applying to be a PTE(Private training establishment) at this stage. So in short a strategy on how to become certified or accredited to offer a short course to job seekers or skills update for employer’s.

    Kia ora David,
    Thank you for the
    B2B is going to be a big part of our client base and yes we have spent many years within the industry building up reputation,skills and networks.
    Now we would like to open our own facilities but need to know what is the pre-requisite to being or offering training and what funding options maybe available, The web presence is high on the priority but need the facility up and running to accommodate the influx of future business.
    Any recommendations of reasonably priced web site builders.

    Kia Ora a really interesting question, when we started Icehouse way back when, we thought about whether we should apply for NZQA Approval on our programmes so we could get allocated government funding for our courses. In short, we just felt that it was to restrictive and given we were targeting business owners, we figured we would live and die on the the product and our ability to get them to buy our product – it was hard, but we got there.

    With your training business proposed – the question is who is the user that you are targeting and will they pay or will their employer pay? Some PTEs the user pays, and some they business pays.

    I know that the PTE model gives more confidence on payment – have you talked to any other PTE training owners to understand what it is like to apply for such and/or talk to someone in Tec?

    Kia ora TLC Civil,

    There is are many different options available in the market for getting a website built. I will summarise them below.

     

    ***The DIY option***
    You can go and sign up for a DIY website and build a website yourself. The most common options are Squarespace (https://www.squarespace.com/), Wix (https://www.wix.com/), Weebly (https://www.weebly.com/) and Rocketspark (https://www.rocketspark.com/nz/). If you want a full-blown ecommerce site then Shopify (https://shopify.co.nz) is a common option.

     

    ***The GEM option***
    In March 2020, we (Zeald) launched an initiative called the Get Ecommerce Movement (GEM). The purpose of GEM is to help accelerate the digital transformation of NZ businesses and the NZ economy by encouraging NZ businesses to go online. We do this by derisking the process of getting a website by building and setting up a website for a business for free. There is no setup costs and no monthly hosting costs for 12 months. The only cost is a 2% success fee if the business is successful trading online. You can find out more about what GEM offers on our website at https://www.zeald.com/free-ecommerce-websites/ and if you have any question then you are welcome to reach out directly to us.

     

    ***The Professional, Paid Approach***
    When choosing a website platform it is important to consider what you might like to do in the future. If for example, you wanted to provide online training courses at some point, then you would need to pick a website technology that supports that as an add-on or can be easily customised to your specific requirements.

    If you are considering anything like this now or in the future it would be preferable to work with a professional. The benefit of this approach is that the professional will analyse your requirements and provide recommendations about the most cost-effective ways to meet your requirements based on their experience. They will then design and build a website that is tailored to your specific requirements now and in the future.

    There is a wide range of professionals who can help you with this. We are one option but there are also many others.

    It might be a good idea for you to have a Strategy Session with a digital specialist to help you navigate your next steps. If you would like a free Digital Strategy Session please let us know at http://www.zeald.com. You can also search on Google for ‘website designer’ or ‘website developer’ for a range of other providers.

    I am not an expert in PTE funding or other funding opportunities for training programmes – if you are not going to get Government Funding, then it really comes down to a marketing and sales and product question (s) – e.g. what is the product, and who will pay for it – can you just get it going and rely on the participants (or their employers) to pay?

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