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10 Tips for Small Businesses on Branding & Marketing

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BrandMirror volunteered and presented on Small Business Branding & Marketing at Loudoun Small Business Development Center.

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10 Tips for Small Businesses on Branding & Marketing

  1. 1. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Impact Branding and Marketing for Small Businesses BrandMirror 2015
  2. 2. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. “Are you out of sight and out of mind?”
  3. 3. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Overall Summary Small Business owners wear many hats: – CEO, CFO, CMO, CTO Today we will focus on key elements of branding and marketing, this will include: 1. Framework to help make branding & marketing simple and actionable 2. Key insights in branding and marketing 3. Tools to provide a way to make them easier and more manageable – we only manage what we can measure
  4. 4. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #1 Understand Your Brand In PersonOnline YOU
  5. 5. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Create Opportunities This market insight allows the ability to create opportunities Your Unique Promise of Value AudienceCompetitors
  6. 6. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #2 Your Brand DNA: What You Are Known For? Professional & Fun Approachable Gutsy Strategy Structured Impact Be True to Your Company Voice
  7. 7. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #3 Where are your customers? OneCUSTOMERSMany Traditional MARKETING CHANNELS Social Networking Print Speaking Articles Sponsorships Radio
  8. 8. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #4 Be a Noise Breaker Create Your Unique Content LowContentCreationHigh Low Content Curation High Not a lot of unique content, tons of sharing Focus on Unique Content Creation Where there are not a lot of voices creating or curating Do Something, Not a Ton Though There is a lot of content created, not much curated Do Both – Curate and Create aggressively Tons of CONTENT Focus on Content Creation mainly, with some Curation (if you have time do more)
  9. 9. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Key Elements to Your Digital Brand Authenticity Relevance Visibility Share-ability Personas & Tone
  10. 10. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. 1. What are your goals? 2. What platform(s) do you need? 3. Who can help you? 4. What should you say when? 5. How do you know it worked? #5 Test & Learn Methodically Be True to Your Company Voice
  11. 11. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #6 Every Channel is Not Equal What to communicate… Project Updates / Photos, Events Updated videos – create videos of projects, interview staff about projects Multiple Boards that align with your purpose and market Tweet real event news and real time or digestible content from others Showcase videos (augment with google+) Primary Social Media Secondary Social Media Share news on projects, recognize partners, share articles, tips, publish if you can, leverage a Company Page and Personal Page LinkedIn YouTube Facebook Pinterest Vimeo Twitter
  12. 12. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #7 Get in front of people (Out of sight, Out of mind) HARO – Help a Reporter Out CurateContentCreate Content One on One Small Groups Larger Audience Recognition (Newsle, LinkedIn) Recognition (Newsle, LinkedIn) LinkedIn Publications Sponsored Updates Webinars Vine Videos Speaking Engagements SlideShare
  13. 13. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Make Your Marketing “Count” 1 2 3 4 Use #hashtags to track conversations, join them, and create new ones Tag people in updates / news / recognition to gain visibility for you and them Leverage links and services like bit.ly and Buffer to see click-throughs Share your content and content from others – Give, Give, Get
  14. 14. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #8 Create Your Visibility Calendar Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec New Clients Past Clients Prospects Public Editorial Calendar | Communication Plan
  15. 15. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #9 Create Your Marketing Dashboard (KISS) @BrandMirror
  16. 16. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Know More About SEO 1 2 3 4 5 6 7 8 10.3 Billion searches each month 93% of online starts with SE Source: http://www.business2community.com/infographics/top-8-surprising-seo-facts-know-infographic- 0965850?utm_content=buffer3aebf&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer# !bDUeyL Google now looks at words and Meaning with Hummingbird SEO is about on your page and Where you show up on others Social Media is Playing a Larger Role than ever before People constantly change/learn With their searches – be smart Google constantly changes its Algorithm – stay informed 57% of online marketers say Content is still king, best strategy You are not alone, others learn About this too…
  17. 17. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. #10 Content is King – Re-leverage Content Tweet LinkedIn Groups Blog Facebook Company Blog Company Tweet Email
  18. 18. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Next Steps & Recommendations • Identify your primary and secondary channels • Create 1 campaign with clear goals and outcomes and test & learn • Try Buffer or HootSuite • Consider attending the Social Media Summit Conference throughout the month of October • Leverage Social Media Examiner to stay up on social media (one easy resource)
  19. 19. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Be Intentional Identify 3 Things to Do Right Now 1 2 3
  20. 20. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Jen Dalton @JenVDalton @BrandMirror jendalton@brandmirror.com
  21. 21. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Understand Your Brand “We are CEOs of our own companies: Me, Inc.” ― Tom Peters “Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...” ― Howard Schultz YOU
  22. 22. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. What are your goals and tactics? Your Website LinkedIn Webinar (GoToMtg, Lynda,SkillShare) E-Letter (MailChimp) Twitter List Generation YouTube Create offers to drive sign up Blog SlideShare Goal: Drive awareness, engagement and followership Tactics: Build out your channel strategy Engage & Monitor Speaking Engagements
  23. 23. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Q32014 Q42014 Q12015 Q22015 Give, Give, Get Create Content Engage Timing is Everything HARO – Help a Reporter Out Recognition (Newsle, LinkedIn) Recognition (Newsle, LinkedIn) Blogging LinkedIn Publications / Sponsored Updates Webinars Vine Videos Monthly E-Letter Twitter LinkedIn Updates, Shares, Comments Speaking Engagements SlideShare
  24. 24. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. • Who are they? • How are you different? • What are they doing? • Purpose • Story • Values • Vision • Passion • Tone & Voice Details Behind the Circles Unique Promise of Value Competitors Audience • Who is your target? • Where are they? • How & When can they be reached? • Personas • Metrics!!!
  25. 25. www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved. Understand Your Marketing Funnel Awareness Consideration Interest Sale Repeat Customer Referral Creating opportunities to be visible & shareable Clear messaging & value proposition in proposals Generate excitement through proposals Approach to closing the sale – make it an experience Show thanks through additional value Show thanks through some value add back

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