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Take your business to the next level
Small Business
Digital MarketingStrategy & Brandin
Presented By
August 6, 2014
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Our Speakers
Justine justine@b
Blo
Jaime Nacach [email protected]
Bloominari
Ryan [email protected]
Ryan’s Creative Universe
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Digital MarketingUnderstanding the need anddeveloping your company's
marketing strategy
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WHY SHOULD YOU MARKET? The purpose of doing marketing and promotion
Reasons:
• Product & Brand Awareness• Help people find your business•
Demonstrate benefit and value ofproduct/service
• Reach new leads• Grow your business
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Dening the new era of marketing and promotion online
WHAT IS DIGITAL MARKETING?
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WEBSITE- Digital storefront of your company
E-MAIL MARKETING – Direct communicaiton with users
SOCIAL MEDIA – Keepting connected with the community
BLOGGING / CONTENT MARKETING – Tips to help others
ADVERTISING – Fastest way to reach potential clients
WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings
VIDEO MARKETING – Spreading your message faster
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DIGITAL MARKETING! PRICE: Very low to medium.
! PRODUCT: Text ADs, Video ADs, GraphicalADs, Facebook ADs.
! PLACE: Computer desktops, mobilephones, tablets, digital screens.
! PROMOTION: Facebook, Google, YouTube,LinkedIn, Mobile Apps, SMS Affiliate
websites, Blogs, etc.
TRADITIONAL MARKE! PRICE: Medium high to ve
! PRODUCT: Voice ADs, VidPrinted ADs
! PLACE: TV, Radio, Newsp
Magazines, Street Bannersplacement.
! PROMOTION: TV series, nprograms, celebrities, mov
shows, events, sports, venu
A short comparison of the old vs new ways to reach customers
DIGITAL VS TRADITIONAL MARKETING
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BENEFITS OF DIGITAL MARKETING Top Benets of Online Marketing
TOP 121. Reach more consumers2. Create more personalized messages3. Measure marketing performance4. Reduce marketing costs5. Schedule marketing initiatives6. Communicate with consumers conveniently
7.
Optimize marketing performance in real time8. Target consumers proactively9. Share your content effortlessly10. Control your advertising campaigns11.
Create brand reputation12. Is mobile, people have access to them 24/7
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DIGITAL MARKETING = MORE SUCCESS Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubsp
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DIGITAL MARKETING = GENERATING BETTER R
The Internet is rocketfuel for growth forsmall and mediumenterprises
Companies using
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More statistics to convince you to use online marketing
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The pillars of every marketing campaign and strategy
THE 4 P’S OF THE MARKETING MIX
• PRICE:Total cost to satisfy a want or a need. Mayinclude money, time and implementation.
• PRODUCT:Physical product or service being off ered
• PLACE:
Where the product will be off ered/provided.Physical place, online, traveling, etc.
• PROMOTION:How the product will be marketed, promoted,and shown to potential customers.
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WHAT DOES A MARKETING STRATEGY DO? Reasons you should have a marketing plan and strategy:
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WHAT DOES A MARKETING STRATEGY DO? Organize your ideas, make a plan, and interact with purpose.
It’s easy to get started immediately.
But, beware. When it’s easy to talk to your target market it’s
just as easy to forego a strategic marketing plan.
Start by organizing your marketing strategy by channel,date and time of posting, and content.
Consider keeping track of performance in the samedocument.
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Ready to start developing your Marketing Strategy?
SUMMARY- DIGITAL MARKETING STRATEGY
Get a Marketing LeaderDesignate someone to be in charge of marketing (you, an employee or outsourcing it)
ACTION ITEMS - Take these steps to get your marketing strategy going
1.
Identify your goals: What do you want to achieve?• Increasing awareness? Growing a lead list? Increasing sales?
2. Research your audience: To whom are you selling and what do they want?
3. Create content that engages: What can you say that will capture their interestand encourage them to engage with your goals?
4.
Develop conversion opportunities: PDFs, video plays, eCommerce, coupons?
5.
Build online marketing audiences and refer to opportunities
6. Make sure branding and content are consistent throughout
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Branding Developing a unique, recognizablemessage that represents the
quality & trust of your product.
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And why is it important?
WHAT IS BRANDING?
• What is a brand: Anything we can off er to the
market for attention, acquisition, use orconsumption, that might satisfy a need or want
• Branding: The process involved in creating aunique name and image for a product in the
consumers' mind with a consistent theme.
• Branding’s Goal: To establish a signicant and
diff erentiated presence in the market thatattracts and retains loyal customers.
• The ability to delight customers.
• A powerful and successful brand is one that
builds trust.
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Get to KnowYOUR Brand
Who is your target
audience?
What is your
Key Value Proposition?
What does your name say
about your company?
Passion leads to design, design leads to performance,
performance leads to SUCCESS ! ” “
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Elements that can be used to form your company’s brand:
WHAT MAKES UP A BRAND
• Company name•
Logo & Tagline• Color palette
• Imagery• Tone of voice• The way you greet customers• Customer service & support•
Interior design of your store/office• Presentation of your product/
service
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Your logo is the primary representation of your brand
THE IMPORTANCE OF DESIGNING A LOGO
An eff ective Logo must be
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Your logo is the primary representation of your brand
THE IMPORTANCE OF DESIGNING A LOGO
Design Elements of a Lo
Colors, Shapes, Symbols, Typography, Connect
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No matter where your customer looks, your brand should be easily recognizable
KEEP YOUR BRANDING CONSISTENT
• Logos, tagline, colors,
imagery, service andevery other part of your
brand will be utilizedacross ALL platforms:Website, blog, socialmedia, merchandise,
stationery, etc.
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Ready to develop tomorrow’s leading brand, yours?
MORE THAN JUST A LOGO & ACTION ITEMS
1. Self-Assessment - decide whetherbrand or keep current
2.
Choose a unique name – Do you wcurrent name or change it? Use DB
Name?
3. Creating a logo
• On your own• Use 3rd-party software• Hire graphic designer
4. Choose a color scheme
5. Choose brand message – Pick woryour audience and key value propo
6. Implementation: Integrate your me
website, social media, etc (topics co
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Great tools to help you get started quicker!RESOURCESBenets of Online Marketing: www.smartt.com/insights/top-10-benets-online-marketing-2013Digital Marketing Infographic: www.business2community.com/infographics/12-reasons-digital-marketing-can-help-grow-bus
Choosing a Name• Combining words: www.panabee.com, www.wordoid.com•
How to name your business: www.entrepreneur.com/article/21774• 10 ways to a killer name: www.businessinsider.com/ten-keys-to-a-killer-name-for-your-company-2010-11• 12 Point test to a great name : blogs.wsj.com/independentstreet/2008/06/05/how-to-choose-a-company-name-a-12-point-test• Before choosing a name check this: thenextweb.com/entrepreneur/2012/04/22/before-naming-your-startup-read-this/• Tips and ideas for naming your business: www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.htm• Your own name vs business name: www.graphicdesignblender.com/your-own-name-vs-business-name
Logos • Cheap, do-it-yourself logos: www.squarespace.com/logo Avoid generic logos: www.gtgraphics.org/genericlogos.html
Choosing a Color Scheme• Adobe: kuler.adobe.com Color Lovers: www.colourlovers.com
Branding Examples: Consistency Fonts • https://www.behance.net/gallery/Denim-Pavilion/4942281 www.dafont.com• https://www.behance.net/gallery/Igniting-Change/5806501 www.fontsquirrel.com• https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 www.myfonts.com• https://www.behance.net/gallery/JJ-ROYAL/5223247 www.veer.com
Branding: Tone of Voice – Dollar Shave Club Stock Images• www.dollarshaveclub.com www.istockphoto.com (m• blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg www.123rf.com (cheapest
• blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg www.gettyimages.com (m• blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg www.veer.com
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Checkout our next event!
NEXT SMALL BUSINESS WORKSHOP
NEXT WORKSHOPWednesday, September 17 @ 6-7 PM
Eff ective Websites
& Email Marketing
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T H A N K S F O R C O M I N G
Any Questions?We’re happy to help!
?
www.ryanscreativeuniverse.com www.bloominari.c
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