Small Business
Digital Marketing Strategy & Branding Take your business to the next level August 6, 2014
Presented By
Our Speakers
Ryan Berg
[email protected]
Ryan’s Creative Universe
Jaime Nacach
Justine Dolorfino
[email protected]
[email protected]
Bloominari
Bloominari
Digital Marketing Understanding the need and developing your company's marketing strategy
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WHY SHOULD YOU MARKET? The purpose of doing marketing and promotion
Reasons: • Product & Brand Awareness • Help people find your business • Demonstrate benefit and value of product/service • Reach new leads • Grow your business Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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WHAT IS DIGITAL MARKETING? Defining the new era of marketing and promotion online 01 06
01
WEBSITE- Digital storefront of your company
02
E-MAIL MARKETING – Direct communicaiton with users
03
SOCIAL MEDIA – Keepting connected with the community
07
04
03
04
BLOGGING / CONTENT MARKETING – Tips to help others
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ADVERTISING – Fastest way to reach potential clients
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WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings
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VIDEO MARKETING – Spreading your message faster
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02 Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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DIGITAL VS TRADITIONAL MARKETING A short comparison of the old vs new ways to reach customers
DIGITAL MARKETING
TRADITIONAL MARKETING
ü PRICE: Very low to medium.
ü PRICE: Medium high to very high
ü PRODUCT: Text ADs, Video ADs, Graphical ADs, Facebook ADs.
ü PRODUCT: Voice ADs, Video ADs & Printed ADs
ü PLACE: Computer desktops, mobile phones, tablets, digital screens.
ü PROMOTION: Facebook, Google, YouTube, LinkedIn, Mobile Apps, SMS Affiliate websites, Blogs, etc.
ü PLACE: TV, Radio, Newspapers, Magazines, Street Banners, Product placement.
ü PROMOTION: TV series, news, and programs, celebrities, movies, radio shows, events, sports, venues, etc.
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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BENEFITS OF DIGITAL MARKETING Top Benefits of Online Marketing
TOP 12 1. Reach more consumers 2. Create more personalized messages 3. Measure marketing performance 4. Reduce marketing costs 5. Schedule marketing initiatives 6. Communicate with consumers conveniently 7. Optimize marketing performance in real time 8. Target consumers proactively 9. Share your content effortlessly 10. Control your advertising campaigns 11. Create brand reputation 12. Is mobile, people have access to them 24/7 Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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DIGITAL MARKETING = MORE SUCCESS Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubspot
40% Claimed Greater 24 %
25
12 %
12 %
12 %
%
27 %
%
Savings By using digital marketing methods of promotion for their products and services. According to Gartner’s Digital Marketing Spend Report
16 15
27
40
%
28% Shifting Marketing Budget Allocations
%
%
From traditional media channels and invest them into digital online marketing tools. Tradeshow Telemarke,ng Trade ADs Direct Mail
PPC
Blogs
SEO
Email Marke,ng
Social Media
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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DIGITAL MARKETING = GENERATING BETTER REVENUES More statistics to convince you to use online marketing Companies using Digital marketing strategies have 2.8 times better revenue growth expectancy Google
Higher conversion rates generated by effective digital marketing techniques will deliver loads of profitable business in terms of better & higher revenues The Internet is rocket fuel for growth for small and medium enterprises Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
Small and medium enterprises using digital marketing will have 3.3 times better chances of expanding their workforce and business
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THE 4 P’S OF THE MARKETING MIX The pillars of every marketing campaign and strategy
• PRICE:
Total cost to satisfy a want or a need. May include money, time and implementation.
• PRODUCT: Physical product or service being offered
• PLACE: Where the product will be offered/provided. Physical place, online, traveling, etc.
• PROMOTION: How the product will be marketed, promoted, and shown to potential customers. Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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WHAT DOES A MARKETING STRATEGY DO? Reasons you should have a marketing plan and strategy:
01
Uses market research to efficiently target content to audience
02
Organizes your ideas and campaigns
03
Supports overall business plan
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Keeps marke,ng efforts proac,ve with sight on big picture
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Creates targets and facilitates measurements of success
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Makes it easier to evaluate new opportuni,es
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WHAT DOES A MARKETING STRATEGY DO? Organize your ideas, make a plan, and interact with purpose.
It’s easy to get started immediately. But, beware. When it’s easy to talk to your target market it’s just as easy to forego a strategic marketing plan. Start by organizing your marketing strategy by channel, date and time of posting, and content. Consider keeping track of performance in the same document.
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SUMMARY- DIGITAL MARKETING STRATEGY Ready to start developing your Marketing Strategy? Get a Marketing Leader Designate someone to be in charge of marketing (you, an employee or outsourcing it)
ACTION ITEMS - Take these steps to get your marketing strategy going 1. Identify your goals: What do you want to achieve? •
Increasing awareness? Growing a lead list? Increasing sales?
2. Research your audience: To whom are you selling and what do they want? 3. Create content that engages: What can you say that will capture their interest and encourage them to engage with your goals?
4. Develop conversion opportunities: PDFs, video plays, eCommerce, coupons? 5. Build online marketing audiences and refer to opportunities 6. Make sure branding and content are consistent throughout
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
Branding
Developing a unique, recognizable message that represents the quality & trust of your product.
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WHAT IS BRANDING? And why is it important?
• What is a brand: Anything we can offer to the market for attention, acquisition, use or consumption, that might satisfy a need or want • Branding: The process involved in creating a unique name and image for a product in the consumers' mind with a consistent theme. • Branding’s Goal: To establish a significant and differentiated presence in the market that attracts and retains loyal customers. • The ability to delight customers. • A powerful and successful brand is one that builds trust. Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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Get to Know YOUR Brand
“
Passion leads to design, design leads to performance, performance leads to SUCCESS!
”
Who is your target What is your What does your name say audience? Key Value Proposition? about your company?
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WHAT MAKES UP A BRAND Elements that can be used to form your company’s brand:
• • • • • • • • •
Company name Logo & Tagline Color palette Imagery Tone of voice The way you greet customers Customer service & support Interior design of your store/office Presentation of your product/ service
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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THE IMPORTANCE OF DESIGNING A LOGO Your logo is the primary representation of your brand
An effective Logo must be: SIMPLE
MEMORABLE
TIMELESS
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
VERSATILE
APPROPRIATE
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THE IMPORTANCE OF DESIGNING A LOGO Your logo is the primary representation of your brand
Design Elements of a Logo: Colors, Shapes, Symbols, Typography, Connection to brand
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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KEEP YOUR BRANDING CONSISTENT No matter where your customer looks, your brand should be easily recognizable
• Logos, tagline, colors, imagery, service and every other part of your brand will be utilized across ALL platforms: Website, blog, social media, merchandise, stationery, etc.
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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MORE THAN JUST A LOGO & ACTION ITEMS Ready to develop tomorrow’s leading brand, yours?
1. Self-Assessment - decide whether or not to change brand or keep current 2. Choose a unique name – Do you want to keep your current name or change it? Use DBA/Fictitious Business Name? 3. Creating a logo • On your own • Use 3rd-party software • Hire graphic designer 4. Choose a color scheme 5. Choose brand message – Pick words that connect with your audience and key value proposition. 6. Implementation: Integrate your message/brand to website, social media, etc (topics covered next month) Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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RESOURCES
Great tools to help you get started quicker!
Benefits of Online Marketing: www.smartt.com/insights/top-10-benefits-online-marketing-2013 Digital Marketing Infographic: www.business2community.com/infographics/12-reasons-digital-marketing-can-help-grow-business-infographic-0876336 Choosing a Name • • • • • • •
Combining words: www.panabee.com, www.wordoid.com How to name your business: www.entrepreneur.com/article/21774 10 ways to a killer name: www.businessinsider.com/ten-keys-to-a-killer-name-for-your-company-2010-11 12 Point test to a great name: blogs.wsj.com/independentstreet/2008/06/05/how-to-choose-a-company-name-a-12-point-test Before choosing a name check this: thenextweb.com/entrepreneur/2012/04/22/before-naming-your-startup-read-this/ Tips and ideas for naming your business: www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.htm Your own name vs business name: www.graphicdesignblender.com/your-own-name-vs-business-name
Logos
• Cheap, do-it-yourself logos: www.squarespace.com/logo
Avoid generic logos: www.gtgraphics.org/genericlogos.html
Choosing a Color Scheme • Adobe: kuler.adobe.com
Color Lovers: www.colourlovers.com
Branding Examples: Consistency • • • •
Fonts
https://www.behance.net/gallery/Denim-Pavilion/4942281 https://www.behance.net/gallery/Igniting-Change/5806501 https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 https://www.behance.net/gallery/JJ-ROYAL/5223247
Branding: Tone of Voice – Dollar Shave Club • • • •
www.dollarshaveclub.com blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
www.dafont.com www.fontsquirrel.com www.myfonts.com www.veer.com
Stock Images
www.istockphoto.com (mid/high price) www.123rf.com (cheapest) www.gettyimages.com (most expensive, royalty) www.veer.com
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NEXT SMALL BUSINESS WORKSHOP Checkout our next event!
NEXT WORKSHOP Wednesday, September 17 @ 6-7 PM
Effective Websites & Email Marketing Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014
© Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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Any Questions? We’re happy to help! THANKS FOR COMING
www.ryanscreativeuniverse.com
www.bloominari.com