Digital Marketing Strategy & Branding

8/18/2019 Digital Marketing Strategy & Branding

1/24

Take your business to the next level

Small Business

Digital MarketingStrategy & Brandin

Presented By

August 6, 2014


2/24

Our Speakers

Justine justine@b

Blo

Jaime Nacach [email protected]

Bloominari

Ryan [email protected]

Ryan’s Creative Universe


3/24

Digital MarketingUnderstanding the need anddeveloping your company's

marketing strategy


4/24

!"#"$%& (%)*+,-# .$)%$+#/ 0 1)%-2"-# 34)*5647 8 9:# ;< =>?@A B47/)"#6$ =>?@C D/%-E5 B)+%,F+ G-"F+)5+ 0 1&44H"-%)"C 9&& D"#6$5 D+5+)F+2C

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


5/24


Dening the new era of marketing and promotion online

WHAT IS DIGITAL MARKETING?

03 0

05

06

0

01

02

03

04

05

06

07

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


6/24


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


7/24


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


8/24


DIGITAL MARKETING = MORE SUCCESS Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubsp

'(I

'(I

'(I

'#I

'$

I

(#I

(!I

!)I

JH%"&

(%)*+,-#

.JK1&4#5LLB!")+M$ (%"&N)%2+ 9!5N+&+H%)*+,-#N)%2+564O

40% Claime

SavingBy using digital marke

promotion for their pro According to Gartner’s Digital

(%I

.4M"%&

(+2"%

(%I

28% ShiftinBudget AllFrom traditional med

them into digital onli


9/24


DIGITAL MARKETING = GENERATING BETTER R

The Internet is rocketfuel for growth forsmall and mediumenterprises

Companies using

Digital marketingstrategies have

2.8 times betterrevenue growth

expectancyGoogle

Higher conversion ratesgenerated by eff ective digital

marketing techniques will deliverloads of protable business interms of better & higher revenues

Small and musing digital 3.3 times be

expanding tbusiness

More statistics to convince you to use online marketing


10/24


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.


11/24

WHAT DOES A MARKETING STRATEGY DO? Reasons you should have a marketing plan and strategy:

01

K)#%-"P+5 /4:) "2+%5 %-2 M%H7%"#-5 02

G5+5 H%)*+$ )+5+%)M6 $4 +QM"+-$&/

$%)#+$ M4-$+-$ $4 %:2"+-M+

03 .:774)$5 4F+)%&& R:5"-+55 7&%-

04

B)+%$+5 $%)#+$5 %-2 S%M"&"$%$+5

H+%5:)+H+-$5 4S 5:MM+55 05

T++75 H%)*+,-# +U4)$5 7)4%M,F+

O"$6 5"#6$ 4- R"# 7"M$:)+

06 (%*+5 "$ +%5"+) $4 +F%&:%$+ -+O4774)$:-",+5


12/24

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.


13/24


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


14/24

Branding Developing a unique, recognizablemessage that represents the

quality & trust of your product.


15/24


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.


16/24

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 ! ” “


17/24


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


18/24


Your logo is the primary representation of your brand

THE IMPORTANCE OF DESIGNING A LOGO

An eff ective Logo must be

.V(LWJ (J(KD91WJ NV(JWJ.. XJD.9NVWJ


19/24


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


20/24


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.


21/24


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


22/24


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


23/24


Checkout our next event!

NEXT SMALL BUSINESS WORKSHOP

NEXT WORKSHOPWednesday, September 17 @ 6-7 PM

Eff ective Websites

& Email Marketing


24/24

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

Documents

Digital Marketing Strategy & Branding