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Marketing DayProof you don’t have a brand… yet…
Emil LamprechtCMO and Creative Director
@emillamprecht
#GoogleLaunchPad
Myth BustingMarketer: “I’m good at strategy…”
Emil: “… oh, so you can’t actually do anything.”
Myth #1
Marketing is an expense…
Marketing is an expense…
Myth #2
WRONG!
Marketing is an investment
Stay lean
Always take time to test
Myth #2
Branding is your name and logo!
Myth #2
Branding is your name and logo!
WRONG!
Branding
Any image, copy or assets regarded as representative of a company or individual’s identity.
In other words, anything your users see, touch, read or interact with (the UX!).
Myth #3
It’s either one channel, or many!
Myth #3
WRONG!It’s either one channel, or many!
Channel Evaluation
There are no silver bullets…
No channel is a good unless treated like a silver bullet (aka, with a sales funnel).
• Competitive Analysis
• Data Analysis
• Channel Evaluation
• [Investment] Planning
• Brand Building
Today’s To Dos
Competitive AnalysisChannels, Engagement, Opportunity
CareerFoundry Competitors
hinkful
Analyzing Competitors• Social Accounts / User Engagement
• simplymeasured.com/free-social-media-tools/
• Domain Reference / Content Ranking / Topical Engagement
• buzzsumo.com
• SEM / Ads usage
• SEMrush.com
Competitor Breakdown
• What’s good?
• ————
• ————
• ————
• What’s bad?
• ————
• ————
• ————
• What’s missing?
• ————
• ————
• ————
:: BONUS ::
• What’s good?
• ————
• ————
• ————
• What’s bad?
• ————
• ————
• ————
• What’s missing?
• ————
• ————
• ————
Have your customers answer these questions about your competitors to establish differentiation potential.
Data AnalysisGetting Granular
Building Your Personas• Look at your competitor’s marketing
• Who are they talking to, and how?
• Who are they not talking to, and why?
• Look at your competitor’s social following/engagement
• Who is engaging with their content?
• Who are the customers you’ve spoken to?
• What did they have in common?
• What are their pain points?
• Who are they as people?
“A fake person is like a fake business; it’s a nice idea but wont pay for breakfast in the morning.”
• Age • Education • Profession • Interests • Motivations • Goals • Fears • Problems • Images
An Apple Persona
ChannelsWhere is your window?
An Example List Of Channels• Social Media
• Engagement:
• Twitter, Facebook, Linkedin, Google+, Xing, Quora, Reddit, Youtube, About.Me, Digg, Instagram, Eyem… etc etc etc
• Technical integrations
• Twitter, Facebook, LinkedIn, Google+
• Lean/Growth Hacks
• Twitter, Facebook, LinkedIn, Product Hunt, Quora
• Social Media Advertising
• Twitter, Facebook, LinkedIn, Xing, Pinterest, Product Hunt
• Google SEM
• Search ads
• Display ads
• Retail Integrations
• Bing SEM
• Search ads
• Display ads
• Google SEO
• Backlinking
• Bing SEO
• Content Marketing
• PR
• lead generation
• nurture funnels
• Corporate PR
• Email marketing
• Manual Sequences (newsletters)
• Automatic Sequences (engagement)
• Launch Sequences (sales funnels)
• Service Trading
• Business Development (formerly known as sales)
• Field Sales
• Telemarketing
• Paid Media (digital)
• Paid Media (offline)
• magazine/print
• billboard
• Affiliation
• Distribution Models
• Acquisition Models
• Product Integrations
• Vertical integrations
• native apps
• apps promotion
• Consulting
Channel Evaluation
• What do you already know?
• What are your competitors using?
• What are they using well?
• What are they using badly?
• What can you afford?
Identify Your Starting Point• Channel 1
Investment Cost: $$$
• Pros:
• ————
• ————
• ————
• Cons:
• ————
• ————
• ————
• Channel 2
Investment Cost: $$$
• Pros:
• ————
• ————
• ————
• Cons:
• ————
• ————
• ————
• Channel 3
Investment Cost: $$$
• Pros:
• ————
• ————
• ————
• Cons:
• ————
• ————
• ————
Planning… Not Strategy
Common Questions
• Budget — Set it and back into it!
• ROI — Track everything!
• Team — Hire complements, not opposites!
ROI - AnalyticsPrimary:
• Google Analytics
• Mixpanel
• Email platforms (GetResponse // Campaign Monitor)
Other options // Usability and CD tools:
• Kissmetrics
• CrazyEgg
• Wuffoo
• Usabilla
Building A Brandstop being “creative”… no really, stop it
Value Proposition
In a nutshell, a value proposition is a sentence or clear statement that:
• explains how your product solves customers’ problems or improves their situation (relevancy),
• delivers specific benefits (quantified value),
• tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
conversionxl.com/value-proposition-examples-how-to-create/
–Prey App
“Prey lets you keep track of your laptop, phone or tablet whenever stolen or missing — easily and all in one place. It’s lightweight,
open source software that gives you full and remote control 24/7.”
Not A Value Prop!It’s not a slogan or a catch phrase. This is not a value proposition:
“L’Oréal. Because we’re worth it.”
It’s not a positioning statement*. This is not a value proposition:
“America’s #1 Bandage Brand. Heals the wound fast, heals the hurt faster.”
*Positioning statement is a subset of a value proposition, but it’s not the same thing.
Tagline
A tagline is a small amount of text or short statement which serves to clarify a thought for, or designed with a form of, emotional effect.
Many tagline slogans are reiterated phrases associated with an individual, social group, or product.
Tagline Examples:Sony PS2
“Live in your world. Play in ours.”
Ajax
“Stronger than dirt.”
Nike
“Just do it.”
Product Name
A first impression
Use Your Data!• Use your user’s words
• Word cloud your data transcripts to find common words
• Highlight trends and quotes from interviews
• Directly quote your users (as long as they’re your persona!)
• Speak to pain points
• Let the vision of your product reflect your user’s most wondrous desires!
OF COPY
THEIMPORTANCE
OF PEOPLE
THEIMPORTANCE
Marketing Deliverables• Competitor Analysis
• Personas
• Channel Investment Plan
1. Value proposition
2. Tagline
3. Name
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“It is of no consequence how hard you try, how fast you run, how far you jump; the horizon will always be ahead of you.
Emil LamprechtCMO and Creative Director
@emillamprecht
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