Laser & Beauty Institute Marketing Presentation

BusinessMarketing

A Quick Summary of Business Marketing

www.voxdelta.comElliott Farber www.voxdelta.com © 2016. All Rights Reserved.

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AgendaTalking point for presentations

Introduction

Branding

Internet, Print & Media Marketing

Conclusion


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Welcome MessageAbout This Presentation

This presentation is meant to help you understand the world of marketing and advertising yourself and/or your business.

There is a lot to cover, so have pencils ready for notes! If you have any questions, please raise a hand and ask! Ask me anything, there are no stupid questions!!

Let’s Get Started!!

About MeA Bit About Me

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Facebook.com/elliottfarber

My name is Elliott Farber. I started a company to help clients present and market their brands online!

Elliott FarberInternet Marketer at VOXDELTA

Contact Me

My History

2007 graduated fromFAU

2010 Designed my firstBusiness Website

2012Began Working inInternet Marketing

2013Started Working withLaser & Beauty

NOWOwner ofVoxdelta

[email protected]


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About My Company

WE ENHANCEYOUR BUSINESS

3 Years oldWork with Local & National BusinessesSeveral Clients in Beauty/Spa Industry

Marketing IntroThe Basics of

Marketing


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Marketing = Promotion

When you start a business or startworking at a new location, nobodywill know you are there unless youtell them!

If you do not market or promoteyourself in any way, you cannotexpect to be successful in anindustry where there iscompetition.

Promotion

Why Do Marketing?Marketing allows you to promote your

business and services to the public, and gives you an opportunity to convince people that they should choose you to provide the

services they need!


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Marketing Definitions

Print Marketing: Items which are printed

Media Marketing: Marketing using mass media

Internet Marketing: Marketing on the internet

Channel: A single marketing method used to reach customers

Marketing Glossary

Campaign: A unified marketing effort

Target Audience: People targeted as potential customers likely to need your services

Copy: The text and wording used in an advertisement

Conversion: When a new client is gained due to marketing efforts


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Aspects of Marketing

InternetAny Marketing which uses the internet to reach potential customers

Word of MouthWhen friends and clients tell other people about your business and services

BrandCreating a Brand Identity, and making people aware of your

Brand in a positive way

Print/Media“Offline” marketing in the “real

world”, like billboards, flyers, magazines, TV, radio etc.

Marketing

Your Brand Will HelpDefine Your MarketingMarketing works best when informed by your brand identity and image. Before you spend any money on Marketing, you should define your brand so that your marketing aligns with your brand.

BrandingCreating YourBrand Identity


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What is a Brand?

Its who you are to potential customers. Think of well known companies and you will see you hold certain ideas about companies, for better or worse.

A cohesive brand identity that is favorable in the minds of potential customers makes it easier to earn business unlike a company they never heard of, or one they have a bad impression of.

A brand identity is formed by the way they try to create their brand identity (desired), and the experiences and knowledge people have in relation to your brand (acquired).

Brand = An Identity that Defines your Business


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Define these Brands

When you think of the following well known brands, what words come to mind? Say whatever comes to your mind first.

1. Target:

2. Louis Vuitton:

3. Apple:

Define these Brands in 3-5 words / phrases


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My Answers

Here is how I defined the brands. Did I think of anything different?

Target: Affordable, Pleasant shopping experience, Friendly staff

Louis Vuitton: Stylish Products, Expensive (sometimes over-priced), Exclusive

Apple: Easy to use products, Intelligently designed, Over-priced,

What I Chose


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Creating Your Brand Identity

Like the examples before, you need to decide what words and ideas you want people to think about your brand. Once you decide what your brand identity will be, you can build your brand!

Some desirable ideas for beauty and aesthetics businesses:


•Friendly•Trusted•Painless•Beautiful Results•Great Customer Service

•Luxurious •Knowledgeable•Latest Treatments•Relaxing•Chic & Trendy


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Once you have decided what kind of brand you want to be, what can you do to create your Brand Identity? Here are some ideas:


•Color Palette – Choose a color palette for you brand, and use it EVERYWHERE! •Uniforms – Set a company dress code•Code of Conduct – Define how employees should act when in uniform

•Products – Choose products to stock which fit your brand and your client base.•Location – Where an office is located can say a lot about a brand.•Senses – Sounds, scents, lighting can all be part of your identity!


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Identity: Desired vs. Acquired

For the most part, a business is responsible for shaping its identity in the minds of potential customers. This identity is formed by reactions to marketing material, opinions about your physical office, interactions with staff, and experiences with the services and products offered.

A brand identity is formed by the way they try to create their brand identity (desired), and the experiences and knowledge people have in relation to your brand (acquired).

How Do You “Establish” a Brand Identity?


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Brand identity Examples

Wal-Mart•Desired Identity: Megastore with wide selection of Everything, low prices, and can be found everywhere•Acquired Identity: Poor customer service, long lines to checkout, cheap products, poor shopping experience

Volkswagen•Desired Identity: Reliable cars, good performance, safe, eco-friendly•Acquired Identity (after emissions scandal): No public trust, bad for the enviroment

How Brand Identity Impacts Your Thinking


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Define Your Identity

1. Business Name, LogoYour business name and your logo will impact how people see your brand.

2. Brand IdentityDecide how you want people to think of your brand, then decide how your business will embody those ideals

3. Brand AestheticThe look of your office, staff, website and marketing material should be informed by and follow your Brand Identity

4. Brand Placement, AssociationBe aware of where your brand is placed! This goes for office location, marketing placement, and staff wearing your logo.


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Branding Goals

Define Your BusinessDefine your brand to present a cohesive image of your business.

Stand Out From CompetitorsDon’t blend in!! Give people a reason to choose your business.

Be Loved by Target AudienceMake sure the brand you create resonates with your clients.

You Have A Well DefinedBrand, Now You Can Market!

Suitable for all categories business and personal presentation farmers ensure that

we will bring the best of the market to yourkimquae ab illo inventore veritatis et.

MarketingAttract New Clients


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Marketing Your Business

Now that you know who you want to be (Brand), you can start thinking about how to tell people about your Brand (Marketing). Basic Steps are:

1. Define your Target Audience2. Set SMART Marketing Goals3. Choose an appropriate Marketing Budget4. Pick appropriate channels based on Target Audience and Budget5. Create your Marketing Material6. Start marketing your business!

Marketing 101 – Step by Step


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Define Your Target Audience

Knowing your Target Audience lets you create marketing campaigns that resonate with potential clients. You can define a target audience by gender, age, income, race, hobbies, beliefs, etc. Don’t be afraid to run multiple campaigns to reach more than one audience!

Who is your Target Audience?

Before you do anything, you need a Target Audience!


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Set Marketing Goals

Specific: Make specific objectives to get best result

Measurable: Metrics to see if you were effective.

Achievable: “100% satisfaction” isn’t realistic.

Realistic: Resources, tools, staffing to meet your objectives

Timed: Set time frames to make objectives real and tangible.

Set SMART Marketing Goals


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Choosing a Marketing Budget

Most people going into business understand they need to do marketing. However, many vastly underestimate the costs of marketing and do not factor in the cost of marketing when calculating the cost of opening a business.

Marketing is not a cost…its an INVESTMENT! You should think of money spent on marketing as an investment, where you will be getting more back than you put out.

Determine Your Marketing Budget


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Recommended Marketing Spending

Internet MarketingSuitable for all categories business and personal presentation

40%Brand Awareness

Suitable for all categories business and personal presentation

20%

Print/MediaSuitable for all categories business

and personal presentation40%

PrintMarketing

Spread The Word About Your Business


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Print Marketing

Most marketing is print based marketing. It typically requires a designer to create the material and a professional print shop to produce the material (business cards, flyers, signs, etc).

Most print marketing is relatively inexpensive, making it a great way for businesses with smaller marketing budgets to do marketing.

Be careful when choosing a print shop! Some shops overcharge for materials, and many don’t actually print the materials themselves and outsource the printing instead.

Advertising in the “Real World”


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Print Marketing Types

•Business Cards•Flyers/Brochures•Window Decals/Vinyl•Outdoor Signage•Billboards•Auto Decals/Vinyl•Magnets

Types of Print Marketing

•Newspaper Ads•Magazine Ads•Postcards/Mailers•Banners•Posters•Promotional Items (Pens, Flashlights, etc.)

•Company Scrubs/Shirts


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Marketing At Your Location

There are tons of different options when it comes to print marketing. How do you pick which ones are right for you?

The Basics: Business Cards, Window VinylThe Basics +: Business Cards, Window Vinyl, Company Scrubs/Shirts

High Foot Traffic: Outdoor Signage (A-Frames, Standies, Banners, Posters)

There Are So Many Options!


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Marketing by Mail

Some printed materials are really easy to use for marketing through the mail. While “snail mail” may not be new, it can allow you to reach a lot of people without breaking the bank.

US Post Office has an awesome program to send postcards to every address in selected zip codes. All you do is provide the postcards, pick your target zip codes, and your done!

You can also hire a marketing company to send flyers, brochures, etc. to specific addresses by purchasing a mailing list and having your marketer target those addresses.

Don’t Forget About Snail Mail!


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Newspaper & Magazines

Newspaper and Magazine placements are a great way to market your business! The most important thing is to decide which publications you want your ads to appear. Most Publications can offer you readership statistics so you can understand their audience and pick the right publication for your business. Which might work for you?

•Palm Beach Post (or the local newspaper for your location)•Regional Magazines with related content (Palm Beach Illustrated, Palm Beach Woman, The Palm Beacher, WPB Magazine, PBG Lifestyle, etc.)•Church, Temple, School Publications (smaller audience, lower cost, but can be effective)

Buying Advertising Space in Publications

Media MarketingAdvertising Using

TV and Radio


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Media Marketing

Mass Media Marketing is an extremely effective means of advertising your business. Its one of the best ways to reach a large audience. Commercials will allow you to increase your brand visibility, and communicate with your audience in a dynamic way that is hard to accomplish through print advertisements.

Commercials on Mass Media


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TV Media Marketing

Commercials used to be something that was totally beyond the reach of small businesses. Today, thanks to advances in video editing software, the cost to produce a commercial is lower than ever before. Digital Television also makes it easy to reach a specific local audience and offers reasonable pricing.

You can air a commercial on Local Networks (Fox29, WPBF, WPTV, etc) or use Comcast Spotlight Advertising to air commercials on Cable TV.

About Television Commercials


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Radio Media Marketing

Depending on your target audience, advertising on the radio might be an effective way to connect with your audience. Advertising on the Radio is typically cheaper than advertising on television.

While it would be wrong to leave this out of the presentation, I am not so sure that radio ads are the way to go for advertising within this industry. The one time I think radio ads could be a great idea is as part of a grand opening, to help build overall brand awareness.

People Still Listen To The Radio!

InternetMarketing

Gain New ClientsUsing the Internet


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Internet Marketing

The web is important to business in today's world. You need a business website that can help to attract potential clients to you, and inform people how to contact and locate your business.

Many savvy business owners go even further, utilizing other internet marketing methods like Search Engine Optimization, Local Listings, Pay Per Click ads, Social Media Marketing, Content Marketing, and other online methods of attracting new clients.

How do you make the best use of the internet to grow your business?

Use the Internet to Grow Your Business


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Internet Marketing – In Order

The ideal order of Internet Marketing is:

1. Business Website2. Search Engine Optimization3. Local Listings4. Content Marketing5. Pay Per Click/Social Media Marketing

Which Internet Marketing is Most Important

Your BusinessWebsite

Establish an OnlinePresence


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Business Website

Your business website is like an advertisement that is always on 24/7. It should look attractive to potential clients, as many people judge the quality of a business by the quality of their website.

It should also align well with your brand image. This will help to prevent dissatisfied “problem” clients you wish had never come into your business.

Lets discuss two websites offering facials to see what we think of each business.

You Must Have A Website For Your Business


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Comparing Websites


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What You Should Know About Websites

Don’t try to become a web designer in order to do one business website for yourself. Just be aware of the basics so you can get the best website when you decide to launch your business.

What You Should Know1. Parts of a Website – Knowing the parts of a website lets you tell a web

designer what you want 2. Features you Want – Do you want contact forms? Set Online Appointments?3. Know your Content – Web designers need to know as much as possible from

you about your brand and services.

Some Things You Should Know


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Website Architecture

HeaderTop of a website, typically contains the main menu and logo

Above the FoldAppears on screen when a page loads. Attractive Graphics Required

ContentThe main text of a page on a website.

FooterUsed to display links, location and contact information, or social icons


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Some Popular Website Features

Allows your staff to make small changes easily

Web Editor

A link to Google Maps so people can get directions

Google MapsContact forms so people

can quickly contact you

Online Forms

Allow people to make appointments on your site

Set Appointments

Automatically push posts to social media and show feeds from social media

Social Post/FeedSell products online with

Ecommerce store

Sell Products


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Responsive Website Design

MOBILE FRIENDLY!!!Modern websites must be built so that they will look good on any device. Mobile web browsing is how many people search the web, and your site must look attractive to potential clients. This is Responsive Website Design.

Search EngineOptimizationHow People Find You

On The Web


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WebAnalytics

Keywords

Content

Architecture

Usability

LinkBuilding

Optimization

Aspects of SEO


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Search Engine Optimization

I could literally talk for hours about SEO. I'm not going to do that today. So, what is the shortest explaination of SEO? Here it goes.

SEO is a series of techniques and tools used to help your website rank high in searches on Google/Bing.

How does SEO work? The simple answer it is weighs Relevance and Reputation. If your page is highly relevant, and your website has lots of inbound links from reputable sites, you will rank highly every time.

SEO in a Nutshell


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Search Engine Optimization

This is a quick example of the impact of SEO. Searching for “laser hair removal training”leads to LBI as the first local result and 5th

organic result.

It ranks highly for most related terms, and Ranks even higher when a geo modifier is Added (Jupiter, Palm Beach, etc)

Quick Example


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KeywordsKeywords are words and phrases which you want to rank highly for when people enter them into search engines.

So if you want to try SEO on your own, you have to make sure you’re a page has a high relevance to those keywords.

Be careful, as “keyword stuffing” can lead to a penalty!


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Link Building

Link Building

Link building is the process ofgetting INBOUND links to pages onyour site from other websites.

The best links will come from siteswithin or related to your industrywith high domain authority.

Too many low quality links will hurtSEO and could earn a penalty!

ContentMarketingCreating Great

Content


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Content

About Content

Content is information and experiences that may provide value for an end-user/audience in specific contexts – WIKIPEDIA

Content includes any text, ad, audio, video, webpage, experience or app designed to provide the customer or user added value and higher satisfaction – Elliott Farber


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Content

Examples of Interesting Content


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Content

Examples of Interesting Content


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Content

Leads (L) – Get New CustomersRepeats (R) – Encourage repeat visitsSales (S) – Alert fans about latest promotionsLoyalty (Ly) – Improve brand loyalty, satisfactionConnect (C) – Links to other social platforms/ content Customer Service (Cs) – address your clients publiclyEducate (E) – Give knowledge on proper skin care, etcFeedback (F) – Get ideas from the people who matter

How To Use Content


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Content

Write about new treatments you are offering

Write about best ways to care for skin post-treatment

Articles on various issues and how specific treatments offered can help

Some Quick Ideas

Social MediaMarketing

Get Social!


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Social Media

Main Social Media Networks


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Social Media

Primary Purpose - To ENGAGE your audience. If you think its about marketing and sales, think again!

My Definition: “Social Media refers to a type of Content created for the specific purpose of sharing and initiating a dialogue between two or more individuals.”

•Its NOT like traditional advertising•Don’t try to sell stuff in every post•Make posts regularly, or be a “ghost-town”•Never argue or be rude to your clients!

Social Media Basics


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Social Media Ctd.

Driving user behavior (to make a purchase, set up an appointment, etc) should always be a secondary goal.

Don’t talk at them, talk with them!

Be Social!

The right Social Content on right Social Networks = Social Media Success!!!

Social Media Basics


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Social Media Content From Clients

Reviews, testimonials

Q&A, FAQ on website

Forums, comments

Examples & Before/After

The Best Social Content Comes From Clients


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Social Media Meltdown!

Never Have A Meltdown on Social Media!

Need AProfessional?

We Can Help


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We Do: Web Design – SEO – PPC – Branding - GraphicDesign – Printing – Email Marketing - eCommerce

Why You Should Choose Us

Marketing takes time and effort. Hiring a pro saves lots of timeSave Time

We offer great pricing options, and provide discounts to LBI studentsSave Money

We can customize our services to meet your needs and budgetFlexible Options


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Contact Us

561-346-6211

[email protected]

www.voxdelta.com

See You Soon....

Questions???


THANKS FOR YOUR TIME