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Impact Branding & Marketing for Small Businesses @BrandMirror

10 Tips for Small Businesses on Branding & Marketing

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BrandMirror volunteered and presented on Small Business Branding & Marketing at Loudoun Small Business Development Center.

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Page 1: 10 Tips for Small Businesses on Branding & Marketing

Impact Branding & Marketing for Small Businesses

@BrandMirror

Page 2: 10 Tips for Small Businesses on Branding & Marketing

“Are you out of sight and out of

mind?”

@BrandMirror

Page 3: 10 Tips for Small Businesses on Branding & Marketing

Overall Summary

@BrandMirror

• Small Business owners wear many hats:– CEO, CFO, CMO, CTO

• Today we will focus on key elements of branding and marketing, this will include:1. Framework to help make branding &

marketing simple and actionable2. Key insights in branding and marketing3. Tools to provide a way to make them easier

and more manageable – we only manage what we can measure

Page 4: 10 Tips for Small Businesses on Branding & Marketing

#1 Understand Your Brand

@BrandMirror

In PersonOnline

YOU

Page 5: 10 Tips for Small Businesses on Branding & Marketing

Create Opportunities

This market insight allows the ability to create opportunities

Your Unique Promise of Value

AudienceCompetitors

@BrandMirror

Page 6: 10 Tips for Small Businesses on Branding & Marketing

#2 Your Brand DNA – What You Are Known For

Professional & Fun

Approachable

Gutsy

Strategy

Structured

Impact

@BrandMirror

Be True to Your

Company Voice

Page 7: 10 Tips for Small Businesses on Branding & Marketing

#3 Where are your customers?

@BrandMirror

One

C

USTO

MER

S

M

any

Traditional MARKETING CHANNELS Social

NetworkingPrint

Speaking

Articles

Sponsorships

Radio

Page 8: 10 Tips for Small Businesses on Branding & Marketing

#4 Be a Noise Breaker, Create Your Unique Content

@BrandMirror

Low

C

onte

nt

Cre

ati

on

Hig

h

Low Content Curation High

Where there are not a lot of voices

creating or curating

Do Something, Targeted Efforts

There is a lot of content created,

not much curated

Do Both – Curate and Create

aggressively

Not a lot of unique content, tons of sharing

Focus on Unique Content Creation

Tons of CONTENT

Focus on Content Creation mainly,

with some Curation (if you have time do

more)

Page 9: 10 Tips for Small Businesses on Branding & Marketing

Key Elements to Your Digital Brand

Authenticity Relevance

Visibility Share-ability

Personas &

Tone

3. Are the right

people seeing you?

1. What should you

talk about?

2. Does it matter?

4. Will it be shared

and grow the brand?

@BrandMirror

Page 10: 10 Tips for Small Businesses on Branding & Marketing

1. What are your goals?

2. What platform(s) do

you need?

3. Who can help you?

4. What should you say when?

5. How do you know it worked?

#5 Test & Learn Methodically

@BrandMirror

Be True to Your

Company Voice

Page 11: 10 Tips for Small Businesses on Branding & Marketing

How to consider leveraging these channels

Facebook: Project Updates / Photos, Events

Pinterest:Multiple Boards that align with your purpose and market and increase followers by pinning from others

VIMEO: Create videos of projects, interview staff about projects

Twitter:Tweet news – real time or digestible content from others

LinkedIn:Share news on projects, recognize partners, share articles, tips, publish if you can, leverage a Company Page and Personal Page. Try sponsored content marketing

YouTube:Create a YouTube channel to showcase videos (augment with google+)Leverage ads if interested

#6 Every Channel is Not Equal

@BrandMirror Primary Social Media Secondary

Page 12: 10 Tips for Small Businesses on Branding & Marketing

©2014BrandMirror. All Rights Reserved.

#7 Get in front of people (out of sight, out of mind)

@BrandMirror

HARO – Help a Reporter

Out

Cura

te C

onte

nt

Cre

ate

C

onte

nt

One on One Small GroupsLarger Audience

Recognition(Newsle, LinkedIn)

Recognition(Newsle, LinkedIn)

Blogging

LinkedIn PublicationsSponsored Updates

Webinars

Vine Videos

Monthly E-

Letter

Speaking Engagements

SlideShare

Illustr

ativ

e Only

Page 13: 10 Tips for Small Businesses on Branding & Marketing

Make Your Marketing “Count”

@BrandMirror

1

2

3

4

Use #hashtags to track conversations, join them, and create new ones

Tag people in updates / news / recognition to gain visibility for you & them

Leverage links and services like bit.ly and Buffer to see click-throughs

Share your content and content from others – Give, Give, GetLinkedIn, Slideshare, Pinterest, Instagram, Facebook, Twitter, Google+, Foursquare, Blogging

Leverage photos and links effectively to drive more engagement

Page 14: 10 Tips for Small Businesses on Branding & Marketing

#8 Create Your Visibility Calendar

@BrandMirror

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

New Clients

Past Clients

Prospects

Public

Editorial Calendar | Communication Plan

Illustr

ativ

e Only

Page 15: 10 Tips for Small Businesses on Branding & Marketing

#9 Create Your Marketing Dashboard (KISS)

@BrandMirror Illu

strativ

e Only

Page 16: 10 Tips for Small Businesses on Branding & Marketing

Know More About SEO

@BrandMirror

1

2

3

4

5

6

7

8

10.3 Billion searches each month93% of online starts with SE

Source: http://www.business2community.com/infographics/top-8-surprising-seo-facts-know-infographic-0965850?utm_content=buffer3aebf&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer#!bDUeyL

Google now looks at words and Meaning with Hummingbird

SEO is about on your page and Where you show up on others

Social Media is Playing a LargerRole than ever before

People constantly change/learn With their searches – be smart

Google constantly changes its Algorithm – stay informed

57% of online marketers sayContent is still king, best strategy

You are not alone, others learnAbout this too…

Page 17: 10 Tips for Small Businesses on Branding & Marketing

#10 Content is King (Bundle Your Knowledge)

@BrandMirror

Tweet

LinkedIn

Groups

Blog

Facebook

Company Blog

Company

Tweet

Email

Page 18: 10 Tips for Small Businesses on Branding & Marketing

Next Steps & Recommendations

@BrandMirror

• Identify your primary and secondary channels

• Create 1 campaign with clear goals and outcomes and test & learn

• Try Buffer or HootSuite

• Consider attending the Social Media Summit Conference throughout the month of October

• Leverage Social Media Examiner to stay up on social media (one easy resource)

Page 19: 10 Tips for Small Businesses on Branding & Marketing

Be Intentional – Identify 3 Things to Do Right Now

1 2 3

@BrandMirror

Page 20: 10 Tips for Small Businesses on Branding & Marketing

Thank You!!!Jen Dalton

[email protected]

@BrandMirror

Page 21: 10 Tips for Small Businesses on Branding & Marketing

Understand Your Brand

@BrandMirror

“We are CEOs of our own

companies: Me, Inc.”

-Tom Peters

“Authentic brands don't emerge from

marketing cubicles or advertising agencies.

They emanate from

everything the company

does...” ― 

Howard Schultz

,

YOU

Page 22: 10 Tips for Small Businesses on Branding & Marketing

What are your goals and tactics?

@BrandMirror

Your Website

LinkedIn

Webinar (GoToMtg, Lynda,SkillShare)

E-Letter (MailChimp)

Twitter

List Generation

YouTube

Create offers to drive sign up

Blog

SlideShare

Goal: Drive awareness,

engagement and

followership

Tactics: Build out your channel strategy

Engage & Monitor

Speaking Engagements

©2014BrandMirror. All Rights Reserved.

Page 23: 10 Tips for Small Businesses on Branding & Marketing

©2014BrandMirror. All Rights Reserved.

Q32014 Q42014 Q12015 Q22015

Give, Give, Get

Create Content

Engage

#8 Timing is Everything

@BrandMirror

HARO – Help a Reporter Out

Recognition (Newsle, LinkedIn)

Recognition (Newsle, LinkedIn)

Blogging

LinkedIn Publications / Sponsored Updates

Webinars

Vine Videos

Monthly E-Letter

Twitter

LinkedIn Updates, Shares, Comments

Speaking Engagements

SlideShare

Page 24: 10 Tips for Small Businesses on Branding & Marketing

Details Behind the Circles

@BrandMirror

Unique Promise Of Value

-Purpose-Story-Values-Vision-Passion-Tone & Voice

Competitors

-Who are they?-How are you different?-What are they doing?

Audience

-Who is your target?-Where are they?-How & When can they be reached?-Personas-Metrics!!!

Page 25: 10 Tips for Small Businesses on Branding & Marketing

Understand Your Marketing Funnel

@BrandMirror

Awareness

Consideration

Interest

Sale

Repeat Customer

Referral

Creating opportunities to be visible & shareable

Clear messaging & value proposition in proposals

Generate excitement through proposals

Approach to closing the sale – make it an

experience

Show thanks through additional value

Show thanks through some value add back