HOW TO CREATE A UNIFIED BRAND STRATEGY ONLINE

@samueljscott | samueljscott.com | @logzio | logz.io

How to Create a Unified

Brand Strategy Online

Samuel Scott

Director of Marketing & Communications

logz.io

http://samueljscott.com

http://on.logz.io/1a1SVsh



About Me• Director of Marcom at new log

analytics startup logz.io

• Former Boston journalist and

newspaper editor

• Former executive at global

marketing, SEO, and PR

agencies

• Digital marketing and

communications consultant

• Based out of Tel Aviv, Israel





Why Unified Branding

is Important

Too many silos:

SEO PPC Social Media

Writes Meta Tags Writes Ad Text Writes Profiles & Posts




Different messages create confusion!




The Marketing Process

• Strategy creates the overall messaging

and positioning

• Creative incorporates the M&P when

creating marketing collateral and content

• Communications promotes, advertises,

and publicizes the company, product, and

content on all channels

• Audit measures the results

(See more in my Moz essay)



http://moz.com/blog/the-marketing-department-of-the-future


Research Your Audience

Start here:

• The Art & Science of Understanding the Person Behind the Visit

• The Power of Archetypes in Marketing



http://moz.com/blog/personas-understanding-the-person-behind-the-visit

http://moz.com/blog/the-power-of-archetypes-in-marketing


Create a Positioning

Statement

For [target customer] who [statement of the need or opportunity], the [product name] is a

[product category] that [statement of key benefit and/or compelling reason to buy]. Unlike

[primary competitive alternative], our product [statement of primary differentiation].

Fill in the blanks:

XXXXXXXXX is a performance advertising platform, focused exclusively on mobile. XXXXXXX’s

targeting technology makes use of all available data to guarantee advertiser’s ROI.

Example:




Create Supporting Messages

XXXXXXX generates revenue for advertisers based on a cost-per-action (CPA) business model, rather than cost per impression (CPM) or a cost per click (CPC) offered by other mobile advertising providers, XXXXXXXXX reaches more than 190 countries, generating over 2 billion impressions per month.

XXXXXXXX has five operational sites around the world, with a focus on the most dominant and emerging markets in the US and Asia Pacific regions.

XXXXXXXXX is backed by strategic investors in the mobile space including XXXXXX, XXXXX, XXXXX and XXXX, providing the company with access to the highly lucrative Asian mobile market.




Competitive Advantages

XXXXXXX is the dominant mobile performance advertising player in Asia, the fastest growing and the leading region of the world concerning mobile advertising revenue and investment, with 49.2% of total mobile ad revenue in 2011 alone:

– XXXXXXXX has little direct competition for its mobile real-time targeting solution

– Ad networks do not performance CPA marketing, advertiser authentication, or effective targeting solutions.

User targeting technologies are currently focused primarily on the online segment with the world’s largest brands struggling to apply those same rules for mobile. XXXXXXX’s technology allows brands to take advantage of the mobile’s unique traits (on-the-go, location, click-to-call, always on etc.)




Pro Tip: Put Keywords in

Messaging!

Principle of Co-Occurrence:




The New Marketing Process

• Strategy creates the core messages

• Creative puts those messages in meta

tags, PPC text, graphics, ads,

e-books, product descriptions, videos,

website text, etc.

• Communications puts those messages in

press releases, media pitches, publicity e-

mails, telephone calls, social media profiles

and posts, etc.

• Audit measures the results

(See more in my Moz essay)





A single silo ensures a single message!




SEO & PPC

Put the core messaging in the text!




Content

The content should communicate your core messages!




Social Media

Profiles and posts should include your core messages!




Public Relations

Get reporters and bloggers to repeat your core

messages!

With five operational sites across the globe, XXXXXXXXX is a leading performance mobile advertising platform which uses real-time, propriety targeting technology, to guarantee advertiser ROI.

XXXXXXXXX helps advertisers monetize their advertising budgets, through acquiring customers and gaining valuable insight into usage patterns.

Backed by some of the most respected investors in the mobile industry including XXXXXX, XXXXXXX, XXXXXX and XXXXX, XXXXXXXX works with Fortune 500 companies to plan, design, execute and optimize their mobile ad campaigns, guaranteeing they achieve their ROI goals.




Key Takeaways

• Don’t create too many silos

• Integrate marcom into a single process

• Create strategic messaging at the beginning

• Include core messages afterwards to unify branding




Questions?

Samuel Scott

Director of Marketing & Communications

logz.io

[email protected]

Click right once more for a slide with links and references

to more information!





More ResourcesMy Essays

• An Introduction to PR Strategy for SEOs

• The Coming Integration of PR and SEO

• The Marketing Department of the Future

• The Future of SEO in 2015

My Prior Talks and Presentations

• How to Integrate PR and SEO Strategy (Moz)

• PR Strategy for Digital Marketers (SMX West)

• How to Use PR to Build Links (SMX Milan)



http://moz.com/blog/an-introduction-to-pr-strategy-for-seos

http://moz.com/blog/the-coming-integration-of-pr-and-seo


http://www.samueljscott.com/2014/12/14/future-seo-2015/

http://moz.com/webinars/how-to-integrate-pr-into-seo-strategy

http://www.samueljscott.com/2014/03/18/pr-strategies-digital-marketers-smx-west-2014/

http://www.samueljscott.com/2013/11/12/use-public-relations-build-links-smx-milan-2013/