Marketing DayProof you don’t have a brand… yet…

Emil LamprechtCMO and Creative Director

@emillamprecht

#GoogleLaunchPad

Myth BustingMarketer: “I’m good at strategy…”

Emil: “… oh, so you can’t actually do anything.”

Myth #1

Marketing is an expense…

Marketing is an expense…

Myth #2

WRONG!

Marketing is an investment

Stay lean

Always take time to test

Myth #2

Branding is your name and logo!

Myth #2

Branding is your name and logo!

WRONG!

Branding

Any image, copy or assets regarded as representative of a company or individual’s identity.

In other words, anything your users see, touch, read or interact with (the UX!).

Myth #3

It’s either one channel, or many!

Myth #3

WRONG!It’s either one channel, or many!

Channel Evaluation

There are no silver bullets…

No channel is a good unless treated like a silver bullet (aka, with a sales funnel).

• Competitive Analysis

• Data Analysis

• Channel Evaluation

• [Investment] Planning

• Brand Building

Today’s To Dos

Competitive AnalysisChannels, Engagement, Opportunity

CareerFoundry Competitors

hinkful

Analyzing Competitors• Social Accounts / User Engagement

• simplymeasured.com/free-social-media-tools/

• Domain Reference / Content Ranking / Topical Engagement

• buzzsumo.com

• SEM / Ads usage

• SEMrush.com

Competitor Breakdown

• What’s good?

• ————

• ————

• ————

• What’s bad?

• ————

• ————

• ————

• What’s missing?

• ————

• ————

• ————

:: BONUS ::

• What’s good?

• ————

• ————

• ————

• What’s bad?

• ————

• ————

• ————

• What’s missing?

• ————

• ————

• ————

Have your customers answer these questions about your competitors to establish differentiation potential.

Data AnalysisGetting Granular

Building Your Personas• Look at your competitor’s marketing

• Who are they talking to, and how?

• Who are they not talking to, and why?

• Look at your competitor’s social following/engagement

• Who is engaging with their content?

• Who are the customers you’ve spoken to?

• What did they have in common?

• What are their pain points?

• Who are they as people?

“A fake person is like a fake business; it’s a nice idea but wont pay for breakfast in the morning.”

• Age • Education • Profession • Interests • Motivations • Goals • Fears • Problems • Images

An Apple Persona

ChannelsWhere is your window?

An Example List Of Channels• Social Media

• Engagement:

• Twitter, Facebook, Linkedin, Google+, Xing, Quora, Reddit, Youtube, About.Me, Digg, Instagram, Eyem… etc etc etc

• Technical integrations

• Twitter, Facebook, LinkedIn, Google+

• Lean/Growth Hacks

• Twitter, Facebook, LinkedIn, Product Hunt, Quora

• Social Media Advertising

• Twitter, Facebook, LinkedIn, Xing, Pinterest, Product Hunt

• Google SEM

• Search ads

• Display ads

• Retail Integrations

• Bing SEM

• Search ads

• Display ads

• Google SEO

• Backlinking

• Bing SEO

• Content Marketing

• PR

• lead generation

• nurture funnels

• Corporate PR

• Email marketing

• Manual Sequences (newsletters)

• Automatic Sequences (engagement)

• Launch Sequences (sales funnels)

• Service Trading

• Business Development (formerly known as sales)

• Field Sales

• Telemarketing

• Paid Media (digital)

• Paid Media (offline)

• magazine/print

• billboard

• Affiliation

• Distribution Models

• Acquisition Models

• Product Integrations

• Vertical integrations

• native apps

• apps promotion

• Consulting

Channel Evaluation

• What do you already know?

• What are your competitors using?

• What are they using well?

• What are they using badly?

• What can you afford?

Identify Your Starting Point• Channel 1

Investment Cost: $$$

• Pros:

• ————

• ————

• ————

• Cons:

• ————

• ————

• ————

• Channel 2

Investment Cost: $$$

• Pros:

• ————

• ————

• ————

• Cons:

• ————

• ————

• ————

• Channel 3

Investment Cost: $$$

• Pros:

• ————

• ————

• ————

• Cons:

• ————

• ————

• ————

Planning… Not Strategy

Common Questions

• Budget — Set it and back into it!

• ROI — Track everything!

• Team — Hire complements, not opposites!

ROI - AnalyticsPrimary:

• Google Analytics

• Mixpanel

• Email platforms (GetResponse // Campaign Monitor)

Other options // Usability and CD tools:

• Kissmetrics

• CrazyEgg

• Wuffoo

• Usabilla

Building A Brandstop being “creative”… no really, stop it

Value Proposition

In a nutshell, a value proposition is a sentence or clear statement that:

• explains how your product solves customers’ problems or improves their situation (relevancy),

• delivers specific benefits (quantified value),

• tells the ideal customer why they should buy from you and not from the competition (unique differentiation).

conversionxl.com/value-proposition-examples-how-to-create/

–Prey App

“Prey lets you keep track of your laptop, phone or tablet whenever stolen or missing — easily and all in one place. It’s lightweight,

open source software that gives you full and remote control 24/7.”

Not A Value Prop!It’s not a slogan or a catch phrase. This is not a value proposition:

“L’Oréal. Because we’re worth it.”

It’s not a positioning statement*. This is not a value proposition:

“America’s #1 Bandage Brand. Heals the wound fast, heals the hurt faster.”

*Positioning statement is a subset of a value proposition, but it’s not the same thing.

Tagline

A tagline is a small amount of text or short statement which serves to clarify a thought for, or designed with a form of, emotional effect.

Many tagline slogans are reiterated phrases associated with an individual, social group, or product.

Tagline Examples:Sony PS2

“Live in your world. Play in ours.”

Ajax

“Stronger than dirt.”

Nike

“Just do it.”

Product Name

A first impression

Use Your Data!• Use your user’s words

• Word cloud your data transcripts to find common words

• Highlight trends and quotes from interviews

• Directly quote your users (as long as they’re your persona!)

• Speak to pain points

• Let the vision of your product reflect your user’s most wondrous desires!

OF COPY

THEIMPORTANCE

OF PEOPLE

THEIMPORTANCE

Marketing Deliverables• Competitor Analysis

• Personas

• Channel Investment Plan

1. Value proposition

2. Tagline

3. Name

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

“It is of no consequence how hard you try, how fast you run, how far you jump; the horizon will always be ahead of you.

Emil LamprechtCMO and Creative Director

@emillamprecht