Marketing for the 21st century

MARKETING
FOR THE 21ST CENTURY
A presentation by Kate Austin-Avon

Marketing starts with your brand
1. Branding
2. Content Creation
3. Social Media
4. SEO

What is Branding?
“A Brand is a name, term, sign, symbol or
design, or a combination of them, intended
to identify the goods and services of one
seller or group of sellers and to differentiate
them from those of other sellers.”
— The American Marketing Association

What is Branding?
Your Brand is a promise.
It represents your quality, performance and
other dimensions of value that set you
apart from your competitors
in the minds of your customers.
It's a discipline for how you communicate.
It's the experience your customers have.

What is Branding?
Beyond just your graphics, logo and
marketing, your Brand is also reflected in
your staff, your story, your location, your
online presence, your pricing, your
professionalism, customer service & more.
Every time the public interacts with your
Brand, their experience defines what that
Brand represents.

What is Branding?
WHY should someone choose you?
How do YOU stand out against your
competitors in a crowded marketplace?
Start with what makes you different.

What is Branding?
Here are some local examples.
Ask yourself the same questions:
• Are they familiar?
• Do you trust them?
• Do you spend your money with them?
• Beyond just the logo, what other things are called to mind
when you think about these companies? Think about price,
quality, customer service, charitable efforts, innovation. The
colors and cleanliness of their locations, the uniforms their
employees wear, the friendliness of their staff, their ads, etc.
• What is their Brand message?
• Who are the people who patronize these businesses?
• Do you want to be associated with those people?

Why is Branding Important?
Branding = Trust

With so many competing businesses
with similar products or services,
consumers need to know which way to go.
Brands add emotion to these
products and services, which creates
a relationship between Brands and
consumers, ensuring Brand loyalty.

If your brand is clear and effective,
Brand advocates talk favorably about
you and pass on positive word-of-mouth.
In a world that is increasingly influenced
by social recommendation over advertising,
this is positively essential.

An effective Brand:

Delivers a clear message

Confirms your credibility

Connects to your targets emotionally

Motivates the target to act

Creates loyalty

Where to start
Ask yourself these questions:
1. What is the company's back story?
2. What are the features & benefits that my
business offers?
3. Who are my competitors?
4. What makes me different?
5. Who is my target audience?
6. What are they looking for?
7. How can I connect with them emotionally?

Where to start
A professional graphic designer
or marketing agency can help to translate
your answers into images.
You are your biggest brand agent.
Be in control of your brand. Know what it is,
and consciously incorporate it into
everything that your company does.

Your Brand's marketing checklist

Colors

Fonts

Voice/Tone

Logo

Tag line

Website

Tag line

Imagery (photos, graphics, etc.)

Printed Materials (Business cards,
brochures, posters, etc.)

Advertising

Social Networking

Signage

Promotional Items

Email marketing

Vehicle graphics

& more
Consistency is key!
Pick your elements and
stick with them.
Appeal to your target
audience.
Your brand should be more
about who you are now
& where you want to be
than where you've been.

Outbound Marketing
Radio, Newspaper Ads, Trade Shows,
TV Commercials, Flyers, Brochures,
Cold Calling, Telemarketing, Direct Mail
“Traditional Marketing”
Typically more expensive, and less effective
as these unwelcome interruptions
are filtered out through caller ID, satellite
radio, spam filtering, Hulu and Tivo

Inbound Marketing
Social Media, Content Creation,
Ebooks, SEO & Blogging
“New Marketing”
Interactive, two-way communication
Your audience comes to you
You earn attention, rather than paying for it
Intends to entertain or educate
You provide value

Content is King
Content creation is the core of any Inbound
Marketing campaign. Content is the original
video, infographic, blog post or social
media post; the information or tool that
attracts potential customers to your website
or your business.

Content is King
Content curation is on the rise. Carefully
selected content sharing, put into context,
is an essential part of your social media
marketing. Brian Carter of Social Media
Marketing World says to post curated
content 50% of the time, original content
30% of the time and promotional material
20% of the time.

Inbound Marketing
Your audience wants to pay attention to you.
They share your entertaining video.
They follow, share and engage with you on
social media.
They subscribe to your blog or e-newsletter.
They sign up for your webinar.

What is Social Media?
Websites and apps that enable users to
create and share content and participate
in social networking.
• Facebook
• Twitter
• LinkedIn
• Pinterest
• Instagram
• Snapchat
• Google+
• YouTube

Why bother?
Increased inbound traffic
Decreased marketing costs
Better search engine rankings
Improved insights
Richer user experience

Overall tips
Show off your excellent customer service.
Look up 17hats or So Delicious for examples of
brands responding right away, and cleverly,
to their potential customer base

Overall tips
Branding is not just your logo and color
scheme. Your tone on social media should
be consistent with your brand image.

Overall tips
Mix it up with links to articles, offers, and more;
not just sales pitches.
Use hashtags to join conversations and be
found. Make up your own!

Facebook
- ESSENTIAL -
By far the biggest social network
1.59 billion monthly active users
Paid ads & boosted posts expand reach
Can be specific with targeting your ads
Handy insights show you who's engaging with
your posts, and when

Facebook Tips
Communicate like a real person. Your
updates are showing up among friends'
updates & family photos
Be relevant, interesting, concise & responsive
Page Likes don't mean much. You need them
to comment, share and like. Ask for input &
make sure your website includes SM links

Facebook Tips
Your cover photo & profile photo get a
farther reach. Make sure their descriptions
are filled in, with links to your website & calls
to action
Add CTA button to your cover photo –
Contact Us • Book Now • Sign Up
Add company milestones to About section

Facebook Tips
Post lots of photos & videos.
You want your photos & videos
apps populated.
They're also the most engaging
types of content.

Facebook Tips
Get more people interacting with your page
so you have a better chance of showing up
in their news feed later on.

Facebook Tips
Storytelling & humor have high appeal
Don't overbearingly sell, sell, sell. Interact,
share articles, post photos, videos, tips,
events, deals, answers to commonly asked
questions from customer service
Be part of your community with what you
share, strategically, and people will notice

Twitter
320 million active users
Platform for breaking news
Can be very viral
Great way to interact with customer base

Twitter tips
Make it a 2-way street: Retweet and favorite
tweets that relate to you or are in line with
your brand message; reply to customers
Live tweet events at your company
Find out what's trending and get in on it
Use @ to tag celebs or other Twitter accounts

LinkedIn
Where business takes place;
More serious than FB and Twitter
Use it to scout and recruit employees
Best for B2B
Write blog posts to establish yourself as the
leading expert in your field

LinkedIn
Use LinkedIn Groups to listen to your market
Make the most of your company profile by
filling in all the sections, especially the
keywords. Upload YouTube videos,
SlideShare presentations and other media,
or set your Twitter and FB updates to
automatically post to LinkedIn (though be
aware of the difference in tone)

LinkedIn
Build your business's reputation
by asking for recommendations
People do pay attention to these!

Instagram
Where millennials are hanging out
Especially effective for visually based
businesses — it's a place for artistic,
awesome photos, not stock imagery
Make sure your photos are excellent
Use relevant, popular hashtags

Instagram
Reward your followers
Showcase the behind-the-scenes of the
business and celebrate your staff
Make use of the video functionality

Pinterest
People are making shopping decisions on
Pinterest, saving their favorite things and
actually making purchases based
on their pinboards
People spend HOURS on Pinterest
Ideal for products, especially ones targeted
toward women

YouTube
Owned by Google and is the second largest
search engine (after Google)
Important to produce videos of high quality,
with engaging, inviting content
1billion+ unique visitors per month

YouTube
Embed your videos on your website to reach
both YouTube audience as well as visitors.
Make sure your content is mobile friendly
Make content, not ads. Nobody wants to
watch an ad. Check out Dollar Shave Club
for a company intro video done right
A single person should appear in most of your
videos. People connect with people

YouTube
Push people to your website. Include a link in
the first line of the video description, in the
about section and in the
header of your channel
Collaborate with an already established
creator. Most YouTube talent have contact
info and some even have managers

Snapchat
Where the young people are (71% are 18-34)
More than 100 million daily active users
Facebook and Instagram are borrowing from
Snapchat with silly filters & “stories”
Good for a behind the scenes glimpse or
to share a time sensitive coupon since the
content is ephemeral
Provide access to live events
Provide exclusive content

Google+
Another essential. When it comes to SEO,
Google+ (Google MyBusiness) is necessary,
as it comes right up on the side
of search results
Fill out your profile thoroughly, with photos,
links to your website, some status updates,
and verify your address

Google+
Integrates with Google Maps as well, making
it easy for mobile users to get directions, call
you, view your open hours, view your menu
or find your website
www.google.com/mybusiness

SEO
The more links (and social links) pointing to
your site, the better. Use those social
profiles!
Buy a domain name like
lakegeorgearcade.com rather than your
company name
Make sure you enter a thoughtful meta
description, and title your pages using
keywords you want to be found for

SEO
Get blogging! Search engines – and real
people – like to see fresh content on your
website on a regular basis. Auto-feed it to
your home page for an extra boost.
Responsive design is important.

SEO
A fast-loading website rates higher in search
results.
Register your domain name for a number of
years at a time; “age” of domain names
matters in your rankings.
Try to rank for long tail keywords, where you
have less competition.

Marketing for the 21st century

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