Introduction to online marketing

February 7, 2024 @ 10:00 am – 12:00 pm

What’s meant when we talk about online marketing? This session will clarify the different roles that your website, social media channels and your newsletters have within your overall marketing approach, and how to tailor the language and content you use for each.


  • Which audiences can be found on the different platforms
  • How to match audiences and platforms
  • How to be inclusive in your language and communication
  • How to measure success and reach online
  • Ways to consider different channels, using the PESO Model – Paid, Earned, Shared, Owned media

Aligning your channels to your strategy.

About the Trainer

Christina is a marketing and audience development consultant, trainer and facilitator working with heritage and cultural organisations, with 21 years’ experience as a freelancer and in agency and in-house positions.
Christina empowers organisations to develop and execute marketing that connects to audiences with purpose and impact.
Her experience spans museums, heritage sites, libraries, archives, and arts organisations including the Science Museum Group, Museum of London, AIM, Jane Austen’s House and the Museum of Cambridge. She is a trustee of Kids in Museums and author of the book Marketing Strategy for Museums.


Delegates will have the opportunity to ask questions throughout. The training will include breakout room discussions between delegates. There will be a short midway comfort break.

Maximum two delegates per organisation. Priority will be given to delegates from non-NPO and non-National museums in the East Midlands which are Accredited or officially Working Towards Accreditation.


This event will be auto-captioned through Zoom. If you would benefit from any other form of access support, including live captioning, please answer ‘yes’ to the access requirements question on the booking form and email as early as possible stating the support you require. If you would find it beneficial for your learning and accessibility

Slides can be shared around 1 week in advance on request

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