Class 6: Define Establish Convey Promote

Education is not the

learning of facts,

but of the training of

the mind to think

Class 6: Bits and Pieces #BU459

BITS AND PIECESClass 6: Oct 22nd, 2015

#BU459Class 6: Bits and Pieces

Chapter 7 Chapter 8

• Clarify values

• Define goals

• Shape brand

message

• Establish brand

presence

• Content Marketing

• SM Marketing

• Paid Social

• SEO

• Paid Ads


Starting point:

• What are your org’s core values?

– Really big picture

• What are the goals for the year?

– Organizational, departmental


We’re going to analyze:

• Buyer Persona

• Brand Properties

• Value Prop

• Website

• Social Channels



Buyer Persona

• Demographics?

• Employment?

• Pain points?

• Values?

• Consume info?

• Expectations?


Brand Properties

• Three words..

• If you had a conversation..

• What problem is it solving..


Value Proposition

• What are you?

• Who are you for?

• Why should they care?


Website: www.harrys.com

• Is the message on the

home page clear?

• Is it easy to navigate?

• How helpful is it?

• Is it responsive?

• Is it convincing?


Social Channels

• What are they using?

• How are they

behaving?

• Does it feel like them?



Buyer Persona

• Demographics?

• Employment?

• Pain points?

• Values?

• Consume info?

• Expectations?


Brand Properties


• Three words..



Value Proposition


• What are you?



Website: www.g-ro.com


home page clear?






Social Channels


• How are they

behaving?




Buyer Persona

• Demographics?

• Employment?

• Pain points?

• Values?

• Consume info?

• Expectations?


Brand Properties


• Three words..



Value Proposition


• What are you?



Website: lifeprintphotos.com


home page clear?






Social Channels


• How are they

behaving?



Takeaways.

Buyer Persona

• Time and a LOT of

research

• Agencies specialize in

this stuff

• This should be

EVERYTHING

• bit.ly/bu459personas


Brand Properties

• Essence and

reputation are

closely tied

• Voice must become a

universal language

• Keep promises simple


Value Proposition

• So clear that co-ops

should be able to

articulate like sales


Website

• Bad looking websites

can be amazing

• Evolution vs.

revolution

• Speak to your

personas


Social Channels

• What does your

persona use?

• How are they

using it?

• What can you

afford?


Break.

More pieces:

Content Marketing SEO

Paid Social Paid Ads

Define. Example. Discuss. WIIFM


More pieces:

Content Marketing SEO

Paid Social Paid Ads

INBOUND


Content Marketing

Brands are creating content so useful and interesting that prospects and customers are drawn to them.

It’s marketing that doesn’t specifically sell, but opens the door to conversations.

Joe Pulizzi##BU459Class 6: Bits and Pieces

Content Marketing

Brands are creating content so useful and interesting that prospects and customers are drawn to them.

It’s marketing that doesn’t specifically sell, but opens the door to conversations.

Joe Pulizzi##BU459Class 6: Bits and Pieces

Example 1: Food Tube

https://www.youtube.com/user/JamieOliver

##BU459Class 6: Bits and Pieces

Example 2: Lowe’s Vines

https://vine.co/Lowes


Discussion

How might this help sales?


WIIFM: Content Matrix

Awareness Interest Involvement Loyalty Advocacy

Persona 1

Persona 2

Persona 3




Persona 1 CONTENT CONTENT

Persona 2 CONTENT CONTENT CONTENT CONTENT

Persona 3 CONTENT CONTENT CONTENT




Persona 1 CONTENT GAP GAP CONTENT GAP

Persona 2 CONTENT CONTENT CONTENT GAP CONTENT

Persona 3 GAP GAP CONTENT CONTENT CONTENT


WIIFM: Editorial Calendar

Type Owner Completion Date Persona Stage

Content 1

Content 2

Content 3


Search Engine Optimization (SEO)

The purposeful act of making your

webpages easier to index by search

engines; therefore, easier to find by your

audience.


Search Engine Optimization (SEO)

The purposeful act of making your

webpages easier to index by search

engines; therefore, easier to find by your

audience.


Organic vs. Paid

Class 6: Bits and Pieces #MKT8220

Why does SEO matter?


Example | Discussion

Problem:

I’m visiting Waterloo for the first time and I need a place to stay.


Example | Discussion

1. What did you type in? Why?

2. Which result did you click? Why?

3. What convinced you? Why?


WIIFM

• Understand the language of your persona

• SEO is not a short-term game

• Don’t think keywords, think topics/categories

• Start small


Paid Advertising

Important definition:

Cost-per-click (CPC)

vs.

Cost-per-Impression (CPM)


Paid Advertising


Pay only when someone engages

vs.

Cost-per-Impression (CPM)


Paid Advertising


Pay only when someone engages

vs.

Pay a set price for 1000 impressions


Paid Advertising

Example:

$4 CPC x 1000 = $4,000

vs.

Pay a set price for 1000 impressions


Paid Advertising

Example:

$4 CPC x 1000 = $4,000

vs.

If I have $4,000 to spend $40 CPM = 100,000


Google Paid Search


Google Paid Search


2%

Display Ad


Display Ad


0.06%

Display Ad


<1,1000

Instagram Ad


Snapchat Ad


Snapchat Ad


$750,000per day

Twitter Video Ad


https://twitter.com/Flight/status/656890055072477184

Facebook Carousel Ad


Kiip Mobile Reward


Pinterest

#MKT8220Class 6: Bits and Pieces

Discussion

• When might it make sense to start paying

for placement on social media?

• When is it a good idea to use CPC vs.

CPM?


WIIFM

• Faster results than SEO

• VERY easy to test

• Require a lot of optimization

• Really think back to the goals of

department


Get the slides:Bit.ly/bu459class6