leveraging your brand for growth
TRANSCRIPT
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Know Like Trust
New Definition of Marketing
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Leveraging Your Brand for Growth:5 Pillars to Marketing WisdomImage: www.sharpbrains.com
New Brain
Middle Brain
Old or Reptilian Brain
Three Parts of the Brain
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Leveraging Your Brand for Growth:5 Pillars to Marketing WisdomImage: www.salesbrain.com
Six Stimuli of the Old Brain
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
WHAT IS SOCIAL MEDIA AND WHY YOU SHOULD CARE
Marketing Pillar #1: Strategy
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Demographics | Geographics | Behavioral | Psychographics
Describe Your Ideal Client
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Marketing Pillar #2 Differentiation
Steve Jobs
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Interview Your Clients
1. Why did you hire us?2. What do we do better than others?3. What could we do better?4. Do you refer us? Why? How?5. What would you Google to find us?
Ask Them…
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
How Are You Different?
• Product• Service• Market niche• Offer• Solve a problem• Unique habit• Guarantee• A way of doing business
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
#3
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Positioning is not what you do to aproduct; it is what you do to the mindof a prospect.Ries and Trout (1972)
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Positioning Statement
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Marketing Pillar #4
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Marketing Purpose Statement
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Talking Logo
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Core Marketing Message
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Marketing Pillar #5Content
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
• Blogs• Social media• Reviews• Testimonials
Content That Builds Trust
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
• White papers• Webinars• FAQs• Success stories
Content That Educates
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
The Sales Funnel
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
•Who and how •Advertising•ReferralsKnow•Website/blog•Reception•NewsletterLike• Search•Expert content• Sales presentationTrust•Webinar•Evaluation•NurturingTry• Service team•New customer kit• Finance/deliveryBuy•Post project survey•Cross selling•Quarterly eventsRepeat•Results reviews•Partner intros•Peer2peer eventsRefer
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
Leveraging Your Brand for Growth:
5 Pillars to Marketing Wisdom
• Strategy• Differentiation• Positioning• Branding• Content
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Leveraging Your Brand for Growth:5 Pillars to Marketing Wisdom
What Do You Think?