Customer Persona

Day 1: All About Customers

• Focusing on the 10%• Bullseye Targeting• Unique positioning

• Statement• Destination• Monument

• Brief• Memorable• True to your business’

core values• Credible promise • Differentiates

Day 2: All About You!

Unique Positioning Statement

You don’t need to create a story, you already have a story!

“The oldest tool of influence is also the most powerful”

Content and Storytelling

Marketing Made Easy – Day 2

Marketing Storytelling

You don’t need to create a story –you already have a story!

What is Content?

Photos

Videos

Graphics and illustrations

Social media posts

Emails

Blog articles

Whitepapers

Events

Infographics

Print ads

TV commercials

Podcasts

Books and e-books

Magazine articles

Workshops

Case studies

Charts

Webinars Interactive quizzes Radio ads Interviews User-generated

content Songs Documentaries Word clouds And more!

Marketing Storytelling

Marketing should be about sharing what you love as it organically occurs, not cultivating “perfect moments”

You Already Have What You Need

Use what you already have (or can get for free) – equipment, tools, and helping hands

User Generated Content

Make a hashtag! (Just always ask permission before reposting pictures that aren’t yours)

Make it Easy!

Stories about you & your staff

Stories about your customers/pets

Products & services - what’s new, what’s the most popular, etc

One image-one sentence technique (examples on next slide)

Reinforce values and brand

Behind-the-scenes

One-image-one-sentence

INTERACTIVE: Business Identity Notecard

You have 5 MINUTES to write your business identity on a notecard

This is the “mom conversation” – “I started a business and I do this”

How are you communicating your truth and what you’re offering?

Content Calendars

What are they?Why do I need one?

Traditional Calendar

Spreadsheet Calendar

Board (Trello) Calendar

Gantt Chart Calendar

Which is Right For Me?

No calendar is one-size-fits-all and there is no wrong way to build a content calendar - find a solution that works for you!

Set it and Forget it!

The magic of automation

SHOW AND TELL

What’s right in front of you?Marketing should be about sharing what you love

as it organically occurs, not cultivating “perfect moments”

BJ’s Fun Boomerangs

Jack Brown’s Notcher Moments

HeartwornVintage’s Snappy Captions

Black Sheep’s Fun With Product

Friendly City Food Co-Op Loves Their Veggies

The Lady Jane’s Foster Furbabies

Making the Ordinary Extraordinary Through the Magic of Taking Pictures Outside

Wrap-up and a Challenge:

Your challenge: Find 2-3 other businesses in the US who are in your industry, operate out of a similar area (not direct competitors in Harrisonburg – look outside the Valley), and have a similar customer base as you

Research their marketing and note what you like and dislike about it

Find a goal inspired by them for you to work towards

Consolidate your findings and share on our Facebook group before our next session!

Fill out your June content calendar with at least 5 entries per week