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SocialMediaMarke-ngAPrac'calApproachforBusinessNataschaThomsonCEO,Marke'ngXLeratorDecember16,2016
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MyBrand
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YourBRAND
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The Big Picture (Target Audience View)
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The Big Picture (Target Audience View)
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Example:LinkedInSelf-Branding
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Example:LinkedInSelf-Branding
12
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Example:LinkedInSelf-Branding
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Be Consistent Across Channels
14Thisappliestoyouronline&offlinepresence;profileandmessages.
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WhatAboutYOURBrand?
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Self-BrandingTips
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Crea-ngaBrand1. Whatisyourareaofexper-se?2. Whatimagewouldyouliketoportray(in
theindustry)?3. Whatinforma-oncanyousharetoadd
value?
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WhatDoYouWantToPortray?
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YourBrandBasedonyourbrand,peopledecideiftheywanttoconnect.Basedonyourcontent,peopledecideiftheywanttostayconnected.
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InboundMarke-ng&SEO
Cnfidential 21Source:DanielleHerzberg,Hubspot
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“95%oftheU.S.Internetbrowsingpopula6onaccessessearchengineseachmonth.”
Source:Compete
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Forrester:TheBuyer’sJourneyHasChanged
• 70-90%ofthebuyersjourneyiscompletepriortoengagingavendor.
• Consumersengagewithanaverageof
11.4piecesofcontentbeforepurchase
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BuyerCycle:Past
Source:RobinGrant:Thepurchasefunnelisnomore.
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Today’sBuyerCycleRequired:ContentforeachStage
Source:RobinGrant:Thepurchasefunnelisnomore;viaMcKinsey.
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“Youneedtodevelopwaysforpeopletotalkaboutyourproduct,
sothatwordofmouth(WOM)works.”
McKinseyGlobalMarke6ng&SalesPrac6ce
Source:RobinGrant:Thepurchasefunnelisnomore.
Cnfidential 27Source:Al'meter–2014StateofDigitalTransforma'on
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NataschaThomsonCEO,Marke-ngXLeratorNaThomson@Marke'ngXLerator.comMarke'ngXLerator.com@NaThomson
Over15yearsofmarke-ngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,andLookingGlassCyberSolu'ons.
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