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Your Brand & Marketing Strategy, Then The Marketing Tactics
Transcript of Your Brand & Marketing Strategy, Then The Marketing Tactics
and it's not just to make money
The mission of
is to provide
marketing services that small business can afford.
We realize most small business owners work with limited marketing budgets and our goal is to
maximize those budgets by leveraging a combination of new technology with "old school" marketing concepts that have proven themselves over time.
You'll see what we mean.
Develop A Marketing Strategy Around Your Brand
“Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.”
– Sun Tzu
What does Brand actually mean?
It's much more than corporate identity
Branding is the bigger picture. It is the emotional connection users/consumers have with the company.
Your brand is how your organization is perceived in the mind of its audience. It's the Core Values and Mission of your business. It' what drives you to do what you're doing.
It's what your TARGET market is going to connect with.
It starts with the question.
Why do you do what you do?
Your marketing campaigns are only as strong
as the strategy that drives them.
At the core of your strategy should be your values and your mission.
"People don't buy what you do, they buy why you do it"
Simon Sinek - "How Great Leaders Inspire Action
It's easy to become fixated on tactics - "the what to do"
Especially for business owners who have
100 other things to worry about.
including advertising sales reps.
Unique Value Proposition?
This is all fluff.
Where's the real marketing knowledge?"
Here is how you can apply it for real results
The single most important thing in any tactic you use whether it be online, print or even broadcast is your headline.
Your headline should engage your audience by making use of unique value proposition.
Let's look at some practical examples
First a bad one.
Where is the value proposition?
What is the benefit?
What am I supposed to do?
now a good one
Clear and concise headline
A Benefit with a call to action in the subheadline
Key benefits clearly listed
Here's another one of those "old school" lessons again.
This isn't just for web pages though.
The concept can be applied thru all
of your marketing efforts.
Now for some useful tactical tips.
I'm running out of time so I'll go thru these fast.
Don't worry,this presentation will be uploaded to our website next week.
If you want to connect with your customers, you better list to them first.
"These millennials are extremely smart. They don’t like no BS. Brands don’t LISTEN enough to what’s important to this generation. Brands need to understand this generation and get in touch with them!”
The internet is the absolute best listening and research tool any small business user has at their disposal. While your big competitors are using focus groups and research departments,
you can listen to what is being said about your industry right now. Social media is your gold mine. Don't use it only to self promote. It's real value is as a listening and research tool.
In addition to social media, here are some other ways you can use the internet for research.
A/B Testing (Test your value proposition)
Understand the concept of "Long Tail".
Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages. 15% of the searches we see everyday we’ve never seen before.
Claim Your Local Business Listings.
Claim your Google+ Local listing as well as Bing, Yahoo, Yelp, and other online directories. Make sure you business information is absolutely consistent across the board. Encourage your customers to leave reviews on your listings.
Make sure you have Google Analytics installed
on your website. You will discover how people are finding your website, which pages are getting traction, geographic location of your visitors, the traffic sources and so much more. This information is vital to track the sucess of your online marketing campaigns.
If you are getting ready to build your site or do a redesign of an old one. We strongly recommend that you build the site using "Responsive Design". Responsive Design allows for your site to adjust according to the users browser resolution. This means if they are viewing it on a mobile device, it will auto adjust to give them a better user experience.
Your Core Values Are Integral To Your Marketing Strategy