digital marketing strategy & branding workshop - aug 6, 2014
DESCRIPTION
San Diego Small Business Marketing Workshops --------------------------------------------------------- Take your business to the next level with 3rdSpace‘s (www.3rdspace.co) series of digital marketing workshops! Jaime Nacach and Justine Dolorfino (Bloominari - www.bloominari.com) and Ryan Berg (Ryan’s Creative Universe - www.ryanscreativeuniverse.com) will explain what digital marketing is and how small businesses and entrepreneurs will benefit from using tools like websites, social media, and email marketing to build brand awareness and drive traffic. Whether you’re just getting started or already have an existing website and online presence, Jaime, Justine, and Ryan will help you make sure that your digital marketing is making a great impression. Choose one or all of the workshops to attend, depending on your needs: Wednesday, August 6, 6-7PM: Introduction to Digital Marketing Strategy and Branding Wednesday, September 17, 6-7PM: Effective Websites and Email Marketing Wednesday, October 8, 6-7PM: Marketing with Blogging and Social MediaTRANSCRIPT
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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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 Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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.
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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.
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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! ” “
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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.
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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)
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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
Digital Marke,ng Strategy & Branding Workshop – Aug 6, 2014 © Copyright 2014. Ryan’s Crea,ve Universe & Bloominari. All Rights Reserved.
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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!
?
www.ryanscreativeuniverse.com www.bloominari.com