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BrandMirror volunteered and presented on Small Business Branding & Marketing at Loudoun Small Business Development Center.
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Impact Branding & Marketing for Small Businesses
@BrandMirror
“Are you out of sight and out of
mind?”
@BrandMirror
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
#1 Understand Your Brand
@BrandMirror
In PersonOnline
YOU
Create Opportunities
This market insight allows the ability to create opportunities
Your Unique Promise of Value
AudienceCompetitors
@BrandMirror
#2 Your Brand DNA – What You Are Known For
Professional & Fun
Approachable
Gutsy
Strategy
Structured
Impact
@BrandMirror
Be True to Your
Company Voice
#3 Where are your customers?
@BrandMirror
One
C
USTO
MER
S
M
any
Traditional MARKETING CHANNELS Social
NetworkingPrint
Speaking
Articles
Sponsorships
Radio
#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)
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
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
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
©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
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
#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
#9 Create Your Marketing Dashboard (KISS)
@BrandMirror Illu
strativ
e Only
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…
#10 Content is King (Bundle Your Knowledge)
@BrandMirror
Tweet
Groups
Blog
Company Blog
Company
Tweet
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)
Be Intentional – Identify 3 Things to Do Right Now
1 2 3
@BrandMirror
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
What are your goals and tactics?
@BrandMirror
Your Website
Webinar (GoToMtg, Lynda,SkillShare)
E-Letter (MailChimp)
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.
©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
LinkedIn Updates, Shares, Comments
Speaking Engagements
SlideShare
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!!!
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
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