Marketing your brand on the internet

© 2012 CAPBuilder Network Group All rights reserved
YOUR BRAND AND
DIGITAL MEDIA MARKETING
1

Presentation Topics
• First Impressions
• Building Your Brand
• Social Media Marketing
Strategies
2

Your Presenter
3

Marc Parham, Radio Show Host, MC/Speaker, Infopreneur
4

First Impressions
5

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

FIRST IMPRESSION FACTS
• 1990’s 45 seconds
• 2011 7 seconds
• 2015 3 seconds

When one person first
encounters another
person/brand and forms
a MENTAL IMAGE
of that person/brand.
What is a first impression?

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

Being

BeingSocial Media is OBSESSED with IMAGES
because WE are wired for them.

Visual Social Media Savvy

Your Personal Image/Avatar

SYNCHRONIZE YOUR BRAND
(Utilize your cover space)
YOUTUBE TWITTER

Use photos on
Social Media
posts!
F
A
C
E
B
O
O
K

PINTEREST 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.

LinkedIn
Utilizing
VIDEO and
PHOTOS
(always with logo)

RESOURCES
Use Your Phone for video.
Download Images straight
from the web
Use your editing software
(Windows or Mac) for
videos.

BUILDING YOUR BRAND
20

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

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.

Disney
Wal – Mart
Fedex
McDonalds
Apple
Google
Toyota
Family Fun Entertainment
Low Prices and Good Values
Guaranteed Overnight Delivery
Food and Fun
Innovation
Simplicity
Reliability

© 2012 CAPBuilder Network Group All rights reserved 25
UNIQUE SELLING PROPOSITION EXAMPLES

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

The Five Principles of Effective
Positioning
Fit : Seek to leverage strengths of existing
brand position
Value : 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
Positioning
Sustainability : 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 Mix
Advertising
Promotion
Public
Relation
Direct
Sales

AIDA of Advertising
Attention
Interest
Desire Action

AIDA of Advertising
ATTENTION
• You must first capture the viewer’s
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 Advertising
INTEREST
• Consumers 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 Advertising
DESIRE
• This 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 Advertising
ACTION
• You'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.

Website
Marketing
Email
Marketing
Social Media
Marketing
Customer
Engagement
Great Content
For SEO
Great Content
SEO
Email
Database
Faceboook,
Twitter, Youtube,
Instagram
Digital Marketing Framework

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

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

The 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.

Constant Contact and Mail Chimp
Constant Contact
• Price – Free 60 day trial.
• Starts at $20 for up to 500
contacts
• $84 per month for up to 10k
contacts.
MailChimp
• Price-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

You 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.

SOCIAL MEDIA Marketing

Share
Think 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

Go 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.

EDUCATE, DON’t 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.

GO 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.

Target 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

Which
Stats
Matter
49

Best
Times
To
Post
50

Marketing your brand on the internet

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