Digital Marketing Strategy & Branding Workshop - Aug 6, 2014

Take your business to the next level

Small Business

Digital Marketing Strategy & Branding

Presented By

August 6, 2014

Our Speakers

Justine Dolorfino [email protected]

Bloominari

Jaime Nacach [email protected]

Bloominari

Ryan Berg [email protected]

Ryan’s Creative Universe

Digital Marketing Understanding the need and developing your company's

marketing strategy

Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.

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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


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Defining the new era of marketing and promotion online

WHAT IS DIGITAL MARKETING?

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WEBSITE- Digital storefront of your company

E-MAIL MARKETING – Direct communicaiton with users

SOCIAL MEDIA – Keepting connected with the community

BLOGGING / CONTENT MARKETING – Tips to help others

ADVERTISING – Fastest way to reach potential clients

WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings

VIDEO MARKETING – Spreading your message faster


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DIGITAL MARKETING ü  PRICE: Very low to medium.

ü  PRODUCT: Text ADs, Video ADs, Graphical

ADs, Facebook ADs.

ü  PLACE: Computer desktops, mobile phones, tablets, digital screens.

ü  PROMOTION: Facebook, Google, YouTube, LinkedIn, Mobile Apps, SMS Affiliate websites, Blogs, etc.

TRADITIONAL MARKETING ü  PRICE: Medium high to very high

ü  PRODUCT: Voice ADs, Video ADs &

Printed ADs

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.

A short comparison of the old vs new ways to reach customers

DIGITAL VS TRADITIONAL MARKETING


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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


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DIGITAL MARKETING = MORE SUCCESS Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubspot

12 %

12 %

12 %

15 %

16 %

25 % 24

%

40 %

Email Marke,ng

SEO Blogs PPC Direct Mail Trade ADs Telemarke,ng Tradeshow

40% Claimed Greater

Savings By using digital marketing methods of promotion for their products and services. According to Gartner’s Digital Marketing Spend Report

27 %

Social Media

27 %

28% Shifting Marketing Budget Allocations From traditional media channels and invest them into digital online marketing tools.

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DIGITAL MARKETING = GENERATING BETTER REVENUES

The Internet is rocket fuel for growth for small and medium enterprises

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

Small and medium enterprises using digital marketing will have 3.3 times better chances of expanding their workforce and business

More statistics to convince you to use online marketing


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The pillars of every marketing campaign and strategy

THE 4 P’S OF THE MARKETING MIX

•  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.

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WHAT DOES A MARKETING STRATEGY DO? Reasons you should have a marketing plan and strategy:

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Organizes your ideas and campaigns 02

Uses market research to efficiently target content to audience

03 Supports overall business plan

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Creates targets and facilitates measurements of success 05

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

06 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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Ready to start developing your Marketing Strategy?

SUMMARY- DIGITAL 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

Branding Developing a unique, recognizable

message that represents the quality & trust of your product.


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And why is it important?

WHAT IS BRANDING?

•  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.

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Get to Know YOUR Brand

Who is your target audience?

What is your Key Value Proposition?

What does your name say about your company?

Passion leads to design, design leads to performance, performance leads to SUCCESS! ” “


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Elements that can be used to form your company’s brand:

WHAT MAKES UP A 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


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Your logo is the primary representation of your brand

THE IMPORTANCE OF DESIGNING A LOGO

An effective Logo must be:

SIMPLE MEMORABLE TIMELESS VERSATILE APPROPRIATE


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Your logo is the primary representation of your brand

THE IMPORTANCE OF DESIGNING A LOGO

Design Elements of a Logo:

Colors, Shapes, Symbols, Typography, Connection to brand


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No matter where your customer looks, your brand should be easily recognizable

KEEP YOUR BRANDING CONSISTENT

•  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.


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Ready to develop tomorrow’s leading brand, yours?

MORE THAN JUST A LOGO & ACTION ITEMS

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)


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Great tools to help you get started quicker! RESOURCES 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 www.dafont.com •  https://www.behance.net/gallery/Igniting-Change/5806501 www.fontsquirrel.com •  https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 www.myfonts.com •  https://www.behance.net/gallery/JJ-ROYAL/5223247 www.veer.com Branding: Tone of Voice – Dollar Shave Club Stock Images •  www.dollarshaveclub.com www.istockphoto.com (mid/high price) •  blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg www.123rf.com (cheapest) •  blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg www.gettyimages.com (most expensive, royalty) •  blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg www.veer.com


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Checkout our next event!

NEXT SMALL BUSINESS WORKSHOP

NEXT WORKSHOP Wednesday, September 17 @ 6-7 PM

Effective Websites & Email Marketing

T H A N K S F O R C O M I N G

Any Questions?

We’re happy to help!

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www.ryanscreativeuniverse.com www.bloominari.com