Msg2Mkt Workshop Aug 2018 SLIDES

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MARKETING & MESSAGING FOUNDATION ... The way to gain a good reputation is to endeavor to be what you desire to appea
Message to market Giving Your Brand a Voice in the

Digital | Social | Mobile MARKETPLACE

my bold promise TO YOU

Irene williams

KNOW WHAT YOU TRULY VALUE SO YOU WON’T SETTLE FOR WHAT YOU MERELY WANT

I Believe Our Businesses Should Be

profitable | Sustainable | manageable I Believe Our Approach to Growing Businesses Should Be

Practical | tactical | beneficial I Believe True Success Should Be

financial | personal | spiritual

Irene williams DON’T ASK DIRECTIONS FROM SOMEONE WHO HASN’T BEEN WHERE YOU WANT TO GO

My Career Path

Corporate | agency | owner/entrepreneur My Knowledge-Sharing

Writing | speaking | webinars My Cornerstones

use my talents | know my worth | pursue what I value

your bold promise TO YOURSELF

first things first BUSINESS FOUNDATION

Start Smart

biz type ➤ your goals Define Biz Success

Direction ➤ desired results S -&L HORT

ONG TERM

Check the Marketplace

Assess ➤ inspiration I &O Y I N

UT OF

OUR NDUSTRY

Your Brand

Purpose ➤ personality Your Customer

Singular ➤ sweet spot

leader of your branding M &M F ARKETING

ESSAGING

OUNDATION

build your PERSONA know | like | trust

Sell more stuff connect | collect | convert

Grow deep roots

profitable | Sustainable | manageable SELLABLE

Your Branding

visual | voice But First…

You name it Your Visual Identity Must Be

Digital | Social | Mobile (AND BIZ CARD)READY

Keep Your Visual Identity

simple | consistent ALWAYS

marketing foundation of your biz WEBSITE & EMAIL LIST BUILDING

your website now THE PROPERTY YOU OWN

your EMAIL LIST now THE CONNECTIONS YOU KEEP

Your website now

mobile-check | Your own reviews | pinnable pics opt-ins up | facebook pixel | Get Googley | Privacy Hosting | Content management system (CMS) | DIY or HID Social set-up | Head shots/photography | Core messaging

build email lists Automate | integrate | prioritize Email address | Email marketing service or Marketing automation solution Welcome messages | Strategy for engagement

action: • • • • •

Set a deadline Don’t obsess or overspend Don’t justify delay, yet take time to learn DIY so you know the fundamentals Refine as you go

social media marketing PROFESSIONALLY SOCIAL

foundation:

Social media makes it a great, big, small world after all.

EXPANSIVE yet TARGETED Go for quality over quantity. It’s about who knows you.

▼ ▼ Your Customer

Singular ➤ sweet spot

foundation: First (and subsequent) impressions matter.

Do I know & Like this Biz/person? can i Trust & respect this Biz/person? The dimensions of warmth & competence—in that order The way to gain a good reputation is to endeavor to be what you desire to appear.

foundation:

What action will your client/customer take?

Book | subscribe | buy Define the response you need to inspire.

▼ ▼

your website now THE PROPERTY YOU OWN

foundation:

What’s the rush?

begin | listen | chime in Across all social platforms

▼ ▼ Pave the natural path.

what you prefer & where your people hang Don’t birth a baby you don’t want to raise. Fish where your fish are.

foundation:

Note the biz model for each social platform.

How they make money & what features they push Knowing these things will aid in guiding your activity.

Linkedin

B-to-B - Balance of personal & biz profiles - Groups - ProFinder Articles - Recruitment - Native analytics - Limits on sharing of media in posts - Challenges in platform changes facebook

The big one - Biz pages - Groups - Messaging/bots - Robust paid advertising options - Native analytics - Range of video/media sharing & unique post options - Pay-to-place - Busyness & privacy issues INSTAGRAM

The “big picture” - Visual, mobile-first platform owned by Facebook Expanded video/media sharing options - Hashtag use - Paid advertising may tie to FB campaigns - Native analytics - Challenges in link-sharing, tracking back to online properties

twitter

In-the-moment & news sharing - Twitter chats - Limits on sharing of media in posts - Paid options - Hashtag use - Some native analytics - Ever-evolving in relevance for biz PINTEREST

A search engine - Less ‘social’ these days - Driver of traffic to websites Paid options - Native analytics youtube

A search engine - A Google property with SEO benefits - Paid options Native analytics Google+

A Google property in flux - SEO benefits snapchat

Video/visual, mobile-only - Temporary content - Renowned for appeal to younger demo - Media programming - Ads - Challenges in tracking/measuring

blogging/VlogginG/podcasting Thought leadership - SEO benefits - Good for supporting certain biz goals - Time suck Content marketing Lead capture/gated - Thought leadership/expertise/lists Evergreen content - Evokes privacy/terms of use issues

biz type:

• •

• • •

Personal Brand (coaches, performers) Specialty Service Providers (consultants, lawyers, realtors, photographers) Brick & Mortar Ecommerce Regional & National Brands

Priority: Sales* + Not a fan of social or Blogs Consider

facebook ads + email marketing + LEAD Nurturing + website Also, Google Ads

*booking new clients, selling more stuff, growing sales with existing clients/customers

Priority: brand building* + Not a fan of social or Blogs Consider

video + facebook ADS + LEAD capture + email marketing + website Also, PR and Guest Blogging

*becoming an established personality/thought leader, landing speaking gigs, keynoting conferences

Priority: brand building + sales* Consider

all of the above in a way that’s manageable for you Respond based on success; evolve as you grow.

*creating a true enterprise with longevity, generating passive and/or recurring revenue, requiring infrastructure

in a way that’s manageable for your time •

• •

Queued posts • Hootsuite (or other) • ScheduGram • Tailwind Turn off notifications Commit to consistency to create & engage

in a way that’s manageable for your budget •



Proceed with caution out of gate on any spending • careful with ads • start with cost-effective tools and upgrade as profits justify Do not outsource until • you have know-how • profits will cover the cost

action:

• • • • • •

Set up Hootsuite (or other) Set up Bitly Designate a biz-specific email account Pick your top biz platform(s) Set budget for time & money Get familiar with analytics & support tools…

Q&A



How do we draw people in? • Social can be Paid - Owned - Earned media • Search-focused platforms • Hashtag-driven platforms • In-platform communities (groups, chats—joining, hosting) • The reciprocity of real engagement—manually applied tactic as seen in those paid, auto-liking/following tools • Principles of traditional networking apply



How do we market through Facebook? How do we retarget? • Range of methods - boosted posts to retargeting to custom and lookalike audiences • The powerful combination of email marketing, FB ads + the pixel, and your website (landing pages>>call-to-actions>>conversions) • Ad types: standard, video, carousel • Merits a session of its own if sharing how-to information



What to do if I don’t like to spend lots of time on social? • Remember business purposes & goals • Focus on paid messaging • Build the top one or two for you



What tools are recommended for full integration? • Website - Wordpress or Squarespace • Don’t overthink; don’t get overwhelmed • Go right-sized for start-up; upgrade as you grow • e.g. - MailChimp before Infusionsoft; Hootsuite & native analytics before SocialReport • Let biz type & goals guide you—e-commerce or physical items vs information products or web-based services • Who do you admire? What tools are they using?



Blogging…do I have to? • No—not necessary for many business types and biz goals • Quite a slog to blog for SEO • If you blog, give only the cookies to sell the milk



Anything else…?…

Message to market Giving Your Brand a Voice in the

Digital | Social | Mobile MARKETPLACE