Online marketing & branding best practices
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Online marketing & branding best practices Online marketing & branding best practices Document Transcript

  • libby garrett 10  BRANDING  &  MARKETING  BEST  PRACTICES Informed  by  top  trends  in  branding  online  marke4ng  strategy,  below  is  a  checklist  of  TEN  best   prac4ces  that  are  common  amongst  winning  entrepreneurs,  small  and  fast  growing  teams  today.     BRANDING  RESEARCH Branding  is  the  overall  “flavor”  of  your  company  -­‐  the  strategic,  visual  and  wriCen  expression  of  your   business’  characteris4cs,  values  and  aCributes  that  resonates  so  strongly  with  your  Ideal  Customers   that  they  find  you  irresis4ble.    Branding  informs  your  marke4ng  strategy,  but  goes  beyond  marke4ng  -­‐   it  permeates  how  you  create  and  deliver  value  to  your  Ideal  Customers  in  a  style  so  unique  that  your   Ideal  Customer  prefers  your  brand  over  all  other  alterna4ves  in  the  marketplace. BEST  PRACTICE  1:    KNOW  YOUR  SELF,  YOUR  “WHY” The  first  step  of  your  branding  research  is  clearly  ar4cula4ng  who  you  and  your  brand  dis4nctly  is. Have  you  iden4fied  and  are  you  able  to  clearly  express  the  collec4ve  strengths  of  your  brand’s   partners  and  team/your  strengths  as  an  individual? BEST  PRACTICE  2:  KNOW  YOUR  IDEAL  CUSTOMER The  second  step  of  your  branding  research  is  to  iden4fy  your  Ideal  Customer  and  be  able  to  describe   their  needs  and  desires. Have  you  iden4fied  your  target  customer  group,  i.e.  your  Ideal  Customer   Are  you  able  to  clearly  express  the  pains,  needs  and  desires  of  your  Ideal  Customers? BEST  PRACTICE  3:  MAKE  YOU  AND  YOUR  IDEAL  CUSTOMER  FALL  IN  LOVE ANer  doing  your  branding  research,  your  branding  strategy  is  the  art  of  making  you  and  your  Ideal   Customer  fall  in  love.    You,  by  nature,  are  an  irresis4ble  person  and  so  is  your  brand!    The  goal  of  your   branding  strategy  is  to  posi4on  yourself  out  there  in  the  marketplace  so  that  your  Ideal  Customer   catches  your  eye  and  falls  in  love  at  first  sight.     Prac4cally  speaking,  this  means  that  your  visual  branding  and  wriCen  copy  is  designed  in  the  overlap   between  who  you  are  as  a  brand  and  who  your  Ideal  Customer  is  in  terms  of  their  needs  and  desires. VISUAL  BRANDING Check  all  of  the  following  that  you  currently  have: Logo Website(s) Web/Facebook/leCerhead  banner Color  guide Font  guide Style  guide Photos  of  key  people  and  group Is  the  visual  branding  that  you  use  based  on  the  overlap  between  your/your  company’s  strengths  and   your  Ideal  Customer’s  pains,  needs  and  desires? Yes Not  completely Not  at  all On  a  scale  of  1  to  10,  how  irresis4ble  would  you  es4mate  your  Ideal  Customer  finds  your  visual   Libby Garrett, Futurist + Brand Strategist | www.libbygarrett.com | @libby_garrett | libby@libbygarrett.com
  • branding  to  be: Not  Irresis4ble  At  All        1                2                3                4                5                6                7                8                9                10        Completely  Irresis4ble WRITTEN  BRANDING Do  you  have  wriCen  copy  about  your  brand  that  is  used  consistently  across  your  marke4ng  ac4vi4es: one  liner “about”  page taglines company  story services profiles  of  key  people Is  this  copy  based  on  the  overlap  between  your/your  company’s  strengths  and  your  Ideal  Customer’s   pains,  needs  and  desires? Yes Not  completely Not  at  all On  a  scale  of  1  to  10,  how  irresis4ble  would  you  es4mate  your  Ideal  Customer  finds  your  wriCen   branding  to  be: Not  Irresis4ble  At  All        1                2                3                4                5                6                7                8                9                10        Completely  Irresis4ble MARKETING Where  branding  is  the  overall  flavor  of  your  business,  markeKng  is  the  nuts  and  bolts  of  how  you   communicate  the  value  of  your  products  and  services  to  your  Ideal  Customer. BEST  PRACTICE  4:  OWN  YOUR  OWN  DOMAIN You  own  the  domain  name  of  your  own  personal  name You  own  the  domain  name  of  your  business’  name Your  domain(s)  is/are  hosted  and  live BEST  PRACTICE  5:  ONLINE  STRUCTURE  TARGETS  YOUR  EMAIL  MAILING  LIST EMAIL  MAILING  LIST You  use  an  email  mailing  list  management  program  (i.e.  MailChimp  or  Constant  Contact) Your  website(s)  is/are  designed  to  capture  the  names  and  email  addresses  of  your  Ideal  Customers ONLINE  REPRESENTATION  OF  YOUR  EMAIL  NEWSLETTER Your  website  is  managed  by  a  service  that  supports  blogging  (i.e.  WordPress) SOCIAL  MEDIA  INFRASTRUCTURE You  use  two  to  four  social  media  accounts  for  your  brand  to  drive  traffic  to  your  site  and  onto  your   email  mailing  list: Facebook  Business  Page LinkedIn  Group LinkedIn  Business  Page TwiCer Pinterest Other:  ___________ BEST  PRACTICE  6:  SHARE,  SHARE,  SHARE You  generate  a  buzz  that  is  shareable,  shares  an  insider’s  point  of  view  and  where  every  single  bit  of   Libby Garrett, Futurist + Brand Strategist | www.libbygarrett.com | @libby_garrett | libby@libbygarrett.com
  • content  that  you  put  out  there  is  as  shareable  as  possible.   SHARING  INFRASTRUCTURE  (SOCIAL  MEDIA  LAYER  TWO) In  addi4on  to  the  social  media  basics  right  for  your  Ideal  Customer,  you  have  established  a   complementary  social  media  layer  that  is  used  to  share  content  throughout  your  branding,  marke4ng   and/or  PR  ac4vi4es: Instagram Tumblr SlideShare YouTube  or  Vimeo SoundCloud You  have  established  social  media  profiles  for  key  people  in  your  organiza4on  on: About.me LinkedIn Facebook TwiCer Other:  ______________ BEST  PRACTICE  7:  COMMUNITY  BUILDING You  strategically  build  community  across  your  business  model  and  marke4ng  strategy: Your  website  and  marke4ng  materials  features  customer  tes4monials You  have  a  set  procedure  for  genera4ng  winning  tes4monials  that  is  integrated  into  the  sequence   of  service  of  your  products  and  services When  developing  a  new  product,  opening  a  new  loca4on,  etcetera,  you  integrate  community-­‐ building  forms  of  funding,  idea4on,  marke4ng  and  more  as  part  of  your  design  process BEST  PRACTICE  8:  SHORT  ATTENTION  SPANS,  VISUALLY  RICH  EXPECTATIONS Your  marke4ng  content  is  designed  for  very  short  aCen4on  spans  and  visually  rich  expecta4ons  that   can  easily  and  meaningfully  be  consumed  on-­‐the-­‐go: You  take  advantage  of  video  to  tell  1-­‐3  minute  long  stories You  use  a  lot  of  authen4c  images  that  resonate  well  with  your  Ideal  Customer,  i.e.  on  Instagram Your  marke4ng  uses  strategic  key  words BEST  PRACTICE  9:  LISTEN  &  LEARN You  integrate  customer  feedback  into  your  marke4ng  strategy,  as  well  as  your  business  model,   product  development  and  service  delivery You  have  established  key  metrics  to  track  the  progress  of  your  online  marke4ng  goals You  use  an  analy4cs  tool  or  a  suite  of  analy4cs  tools  to  track  the  progress  of  your  online  marke4ng   goals BEST  PRACTICE  10:  TIME  SAVINGS TIMESAVING  TOOLS You  have  established  accounts  and  know  how  to  use  the  following  4mesavings  tools: Feedly  (or  a  similar  RSS  feed  reader) Buffer  (or  a  similar  post-­‐batching  plugin  or  tool) Hootesuite  (or  a  similar  social  media  dashboard  service) Password  storage  services  (i.e.  LastPass) Mailbox,  Boomerang,  and/or  a  similar  email  task  management  systems Trello,  Asana,  Basecamp  and/or  a  similar  project/task  management  system You  have  an  account  with  and  consistently  use  an  online  form  builder,  i.e.  WuFoo  forms TIMESAVING  STRATEGIES You  batch  your  marke4ng  tasks,  i.e.  sit  down  and  write  4x  blog  posts  in  one  siong Libby Garrett, Futurist + Brand Strategist | www.libbygarrett.com | @libby_garrett | libby@libbygarrett.com
  • Libby Garrett, Futurist + Brand Strategist | www.libbygarrett.com | @libby_garrett | libby@libbygarrett.com