Marketing your brand on the internet

PowerPoint Presentation

YOUR BRAND ANDDIGITAL MEDIA MARKETING1

2012 CAPBuilder Network Group All rights reservedPresentation TopicsFirst ImpressionsBuilding Your BrandSocial Media Marketing Strategies

2

2012 CAPBuilder Network Group All rights reservedYour Presenter3

2012 CAPBuilder Network Group All rights reserved

Marc Parham, Radio Show Host, MC/Speaker, Infopreneur

4

2012 CAPBuilder Network Group All rights reservedFirst Impressions5


FIRST IMPRESSIONSYou never get a second chance to make a first impression.-Will Rogers


FIRST IMPRESSION FACTS1990s45 seconds2011 7 seconds2015 3 seconds

2012 CAPBuilder Network Group All rights reservedWhen one person first encounters another person/brand and forms a MENTAL IMAGE of that person/brand.What is a first impression?


2012 CAPBuilder Network Group All rights reservedGraphic Description

Text DescriptionA plane figure with four equal straight sides and four right angles.Which one did you process first?

2012 CAPBuilder Network Group All rights reservedBeing

2012 CAPBuilder Network Group All rights reservedBeing

Social Media is OBSESSED with IMAGESbecause WE are wired for them.


Visual Social Media Savvy


Your Personal Image/Avatar

2012 CAPBuilder Network Group All rights reservedSYNCHRONIZE YOUR BRAND(Utilize your cover space)YOUTUBE

TWITTER


Use photos on Social Media posts! FACEBOOK

2012 CAPBuilder Network Group All rights reservedPINTEREST

INSTAGRAM

*Pinterest has the least amount of users (of the social media outlets posted here) but generates more referral traffic for business than Google+, YouTube, and LinkedIn combined.

2012 CAPBuilder Network Group All rights reservedLinkedIn

Utilizing VIDEO and PHOTOS(always with logo)

2012 CAPBuilder Network Group All rights reservedRESOURCESUse Your Phone for video.Download Images straight from the webUse your editing software (Windows or Mac) for videos.

2012 CAPBuilder Network Group All rights reservedBUILDING YOUR BRAND20


A brand's positioning is the place in consumers' minds that you want your brand to ownthe benefit you want them to think of when they think of your brand.

2012 CAPBuilder Network Group All rights reserved21

A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers' minds. Good positioning gives you the direction required to focus the organization and focus your strategic efforts.


A good positioning is a single idea to be communicated to your customers. It revolves around a benefit that helps your product or service stand apart from the competition.


DisneyWal MartFedexMcDonaldsAppleGoogleToyotaFamily Fun EntertainmentLow Prices and Good ValuesGuaranteed Overnight DeliveryFood and FunInnovationSimplicityReliability


25

UNIQUE SELLING PROPOSITION EXAMPLES


A well-crafted brand positioning has three primary components:A definition of the target market you wish to pursueA definition of the business your company is in or the industry or category it competes inA statement of your point of difference and key benefits


The Five Principles of Effective PositioningFit : Seek to leverage strengths of existing brand positionValue : Focus on the perceived benefits that customers value, as determined by the customer model

Uniqueness : Go where the competitors are not.


The Five Principles of Effective PositioningSustainability : Maximize the length of time this positioning can be owned within the competitive set Credibility : Get a credible fit between who you are and the supplier predicated by the customer model.


Digital and Social Media Marketing


Marketing Communication MixAdvertising

Promotion

Public Relation

Direct Sales


AIDA of AdvertisingAttention

Interest

Desire

Action


AIDA of AdvertisingATTENTIONYou must first capture the viewers attention an essential component of any ad campaign. Most campaigns rely on a mix of visual stimuli to accomplish this, using images to help an ad stand out and create a lasting impression. Text is then employed to further grab attention, enticing the reader to continue reading in search of more information.


AIDA of AdvertisingINTERESTConsumers don't actually need most of the products they buy but think they do. Being able to establish a need in the mind of a consumer is the cornerstone of an effective ad campaign. Creating a personal link helps build trust; hinting at something special to come cements their interest in what you have to say.


AIDA of AdvertisingDESIREThis is the stage where you stoke the flames of their desire until they are absolutely certain they have to have what you are selling. This is often accomplished through the problem-solution technique. Your consumer has a problem you have the solution. The solution is so amazing, they simply cannot live without it. This phase also covers another vital facet in any advertising campaign what's in it for them. This will build the desire you need them to feel to make that decision.


AIDA of AdvertisingACTIONYou've attracted their attention, built their interest and fanned their desire. Now it's time to get them to take action. Whether it's going to your website, picking up the phone or sending an order, the last section of your advertisement needs to contain a powerful call to action.


36Website Marketing

Email Marketing

Social Media Marketing

Customer EngagementGreat ContentFor SEOGreat ContentSEO

Email Database

Faceboook, Twitter, Youtube, Instagram

Digital Marketing Framework


37Make sure your site adapts to the screens of a smartphone and also that of a tablet device.


38Email Marketing. E-mail remains a significantly effective way to acquire customers. Thats because 91 percent of all consumers still use e-mail daily.

2012 CAPBuilder Network Group All rights reserved39The purpose of your email is to drive traffic to your landing page, product page or website. It's really that simple to define the main purpose of an email. Without driving clicks to your page or website, users can't convert to sign-ups or customers. The key to accomplishing this is, quite simple, capitalize on every moment where a user may feel compelled to click.


Social media can be utilized to drive traffic to your website.

2012 CAPBuilder Network Group All rights reservedConstant Contact and Mail ChimpConstant ContactPrice Free 60 day trial.Starts at $20 for up to 500 contacts$84 per month for up to 10k contacts.MailChimpPrice-Forever Free for up to 2000 contacts and 12k emails per month. $10 per month for unlimited emails and up to 500 subscribers.Pay as you go option

41

2012 CAPBuilder Network Group All rights reserved42You should put social share pluggin in every post of your blog. Social share pluggin can make your readers easily share the articles to their friends/followers.

2012 CAPBuilder Network Group All rights reserved43SOCIAL MEDIA Marketing


44

ShareThink sharing. What do people want to share? Then publish and promote it. This starts with a shareable and compelling headline. Principles of Social Media Marketing


45Go Real Time. Social media marketing involves publishing in real time, not next week or next month and topical posts and tweets will help you catch the trend and viral wave. It also means you need to respond in real time to complaints, issues and inquiries.


46EDUCATE, DONt SELL. People no longer want to be sold to.Social marketing is about informing and solving peoples problems with answers and information, whether that be from your blog, links in your tweets or updates and information on Facebook.


47GO MULTICHANNEL. Mono channel is not enough these days, whether that be email marketing or niche magazine advertiseming. You need to be on Facebook, Twitter, YouTube and Blogs as a minimum. Social Media can provide you with the channels to be ubiquitous (everywhere) 24 hours a day, 7 days a week.


48Target Your Niche. Tribes and fans find you and share you to their community. On Twitter you need to follow leaders and people in your niche so that when you tweet they will retweet you to their followers who will have similar interests. Facebook marketing can target demographics including roles, interests and geography.Read more at

2012 CAPBuilder Network Group All rights reservedWhich Stats Matter49

2012 CAPBuilder Network Group All rights reservedBest Times To Post50




Business

Marketing your brand on the internet