Digital Marketing Strategy & Branding

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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

4  

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.    

5  

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

05

ADVERTISING – Fastest way to reach potential clients

06

WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings

07

VIDEO MARKETING – Spreading your message faster

05

02 Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014  

©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.    

6  

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.    

7  

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.    

8  

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.    

9  

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

10  

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.    

11  

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

04

Keeps  marke,ng  efforts  proac,ve   with  sight  on  big  picture

05

Creates  targets  and  facilitates   measurements  of  success

06

Makes  it  easier  to  evaluate  new   opportuni,es

12  

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.

13  

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.

15  

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.    

16  

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?

17  

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.    

18  

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  

19  

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.    

20  

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.    

21  

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.    

22  

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

23  

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.    

?  

Any Questions? We’re happy to help! THANKS FOR COMING

www.ryanscreativeuniverse.com

www.bloominari.com

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