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M A R K E T I N G S T R AT E G YB E S T R AT E G I C
W H O I S Y O U R TA R G E T C U S T O M E R ?
• Hint: It’s not EVERYONE
Demographic• Age• Gender• Sexual identity• Income level • Education level • Marital or family status • Occupation• Racial/Ethnic background
W H O I S Y O U R TA R G E T C U S T O M E R ?
Geography • Local• National/International• Regional • Specific Cities
• Residents-Permanent/Part-time/Seasonal
• Visitors/Tourists
W H O I S Y O U R TA R G E T C U S T O M E R ?
Psychographics• Personality• Attitudes• Values• Interests/Hobbies • Lifestyles • Behavior
B R A N D
• What are four words that describe your brand?
• What are three words that you hope are never associated with your brand?
B R A N D
• Tagline—A tagline is a short set of words that companies use to position their brand in the marketplace.
B R A N D P R O M I S E
• What do guests expect when they interact with your business?
• How do you consistently meet or exceed this promise?
• This is not marketing jargon. This is what you want your customer to think, experience and feel when they interact with you.
C O M P E T I T I V E A D VA N TA G E
• Unique Selling Proposition
T H E S W E E T S P O T
CustomerProduct
Unique Abilities
True North Consultants, 2016
W H E R E A N D H O W M U C H ?
• 5-7% of gross sales • Website • Social Media is not FREE • Where are your potential customers going for
information? • Print • Audio • In-Person • Sponsorships/Donations
True North Consultants, 2016
I J U S T D O N ’ T H AV E T H E T I M E !
• Create a Plan
• Carve out time
• Connect Accounts
• Schedule
• Delegate/Hire
True North Consultants, 2016
True North Consultants, 2016
C O N T E N T M A R K E T I N G
Content marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action
True North Consultants, 2016
S O C I A L M E D I A
Social media without a plan isn’t marketing, it’s spam. • What platforms will you use?
• What’s your lead time?
• How often do you plan to post on each platform?
• What are other specific factors that impact your social media presence?
True North Consultants, 2016
H O W O F T E N S H O U L D I P O S T ?
• Facebook: 1-2 times/day
• Twitter: 5-10 times/day
• Instagram: 2-5 times/week
• Pinterest: 5 times/day
Yeah, right!
True North Consultants, 2016
C A L E N D A R
• Holidays
• Seasons
• State/Regional/Local Events
• Annual Promotions/Sales
• Causes
True North Consultants, 2016
Q U E S T I O N S ?
Facebook: True North ConsultantsTwitter: @TNConsultants
Instagram: TrueNorthConsultants
True North Consultants, 2016
O N - L I N E P R E S E N C E
Do • Be your brand • Be intentional • Be responsive • Be willing to make
mistakes • Be positive • Be aware: Posts last
forever and the internet is unforgiving
Don’t • Post personal beliefs
on business pages • Engage in politics,
religion, contentious issues*
• Go negative • Forget: Posts last
forever and the internet is unforgiving
True North Consultants, 2016
W H AT T H E H E C K I S A # ?
• Hashtags make it easier to find and follow discussions about people, topics, events, locations and promotions. #Kardashian, #Belgium, #PackersRock
• Hashtags up the odds of your business/organization being discovered. #BWCA, #VisitCookCounty, #OnlyinMN, #ExploreMN #MnFishingOpener
• Can be used on Instagram, Facebook and Twitter and Pinterest
True North Consultants, 2016
O T H E R T H I N G S T O K N O W
• @ identifies a username like @TNConsultants
• A Tweet is simply a post on Twitter
• A Retweet (RT) is a repost of someone else tweet
• Mentions include @TNConsultants
• Replies are public, Direct Messages are private*
True North Consultants, 2016
L E T ’ S TA K E A L O O K
True North Consultants, 2016
FA C E B O O K
• Behind-the-Scenes Photos • Quotes • Questions • Blog Posts • Sales/Promotions/Events • Videos • Customer Photos/Comments • Wilderness News/Information
True North Consultants, 2016
T W I T T E R
• Blog Posts • Curated Content (Retweets) • Quotes • Customer Photos/Comments • Area News/Events • Videos/GIF’s • Breaking News • Live Tweeting Events
True North Consultants, 2016
I N S TA G R A M
• Workspace • Product Photos • Employees/Visitors • Cook County Area* • Lifestyle • Quotes
True North Consultants, 2016
P I N T E R E S T
Use big images, write thoughtful descriptions, and pin things you really love. Also, no nudity :)
• Product Photos • Quotes • Pin Visitor/Customer Posts • Recipes • How-to’s • Infographics
Adapted from: What to post on each Social Media Platform: Chloe West, April 2015
True North Consultants, 2016
H A S H TA G T I P S
• Use hashtags with images
• Group your hashtags at the end
• Use Trending hashtags that compliment your brand. But don’t abuse. #ShopLocal, #IndependentWeStand
• Create a specific hashtag for your business or event and ask people to use it.
• #Don’t #Use #Hashtags #EveryWord or #reallylongphrasethatshardtoread
True North Consultants, 2016
H A S H TA G T I P S
• Tweets with hashtags get 2 times more engagement than those without. But 1 or 2 are PLENTY.
• On Instagram posts with 11 or more hashtags have the highest interaction.
• Facebook posts without hashtags outperform those with hashtags.
• Be cautious with creating hashtags.
Adapted from: How to Use a Hashtag, www.thinkcreative.com