ONLINE MARKETING PLANNING
AND TRAINING ALPACA STYLE

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
Who is Kristy Meyer?
• Farmer’s daughter (dairy, beef, crops)
• 15 year marketer
– Web marketing, email, direct mail

• So...
Why are you here?
• Mingle with MOPACA
• Marketing is a challenge
– Finding time
– Allocating $$
– Internet marketing chan...
Why is this the best time in
history to be a small business
owner?

• Access buyers directly for free (social media,
yay!)...
Why is this the best time in
history to be a small business
owner?
• Buy local! Small business
• Marketing is NOT rocket s...
ROADMAP OF TODAY

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
Morning agenda
•
•
•
•
•
•
•

9:15-10 – Branding
10-10:30 – Content Marketing Overview
10:30-10:40 – break
10:40 – 11:30 –...
Afternoon agenda
•
•
•
•
•

1:30-2:00 – Design Digital Marketing Plan
2:00 – 3:15 – Create a Twitter page, and Twitter eti...
WHO IS BAUERHAUS DESIGN?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDS I’VE WORKED ON:

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
PART 1: BRANDING

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
WHY CARE ABOUT BRANDING?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
1. PEOPLE BUY WHAT THEY
WANT

• Not what they need”
– John Morgan, Brand
Against the Machine

KRISTY MEYER CONSULTING + BA...
2. ECONOMIC ASSET
• Coca-Cola’s brand
name = $67 Million
• 54% of stock market
value

KRISTY MEYER CONSULTING + BAUERHAUS ...
2. ECONOMIC ASSET
• $160 million sale
• No vineyards
• No winery
• Name only

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, ...
3. PERCEIVED VALUE

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
3. PERCEIVED VALUE

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
4. MAKES BUYING QUICKER
• “Like me. Know me. Trust me. Buy from
me.” - Joel Comm

KRISTY MEYER CONSULTING + BAUERHAUS DESI...
5. MAKES YOUR LIFE EASIER
•
•
•
•

Where to advertise
Who to advertise to
Type of content
Type of design style

KRISTY MEY...
WHAT IS BRANDING?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
A BRAND IS
•
•
•
•
•
•
•

A Logo
Design elements & photos
Tone of voice
Colors
A personality
A story
How you greet a custo...
A BRAND IS
• Not what you say it is, it’s what THEY say
it is.“ –The Brand Gap

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN...
A BRAND IS
• The one way you want people to feel about
your business

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
WHAT MAKES YOUR BRAND
• Remarkable is doing something unique that
people care about.
- Brand Against the Machine

KRISTY M...
A BRAND IS = ADJECTIVE
Jeep=

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
A BRAND IS = ADJECTIVE
Volvo=

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
HOW TO CREATE YOUR BRAND
A. Define your target audience
B. Define your strategy
C. Tell your brand story

KRISTY MEYER CON...
A. DEFINE YOUR TARGET
AUDIENCE

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
WHY?
• Makes getting found online easier
• Makes it easy for you know where to advertise
• Helps define your message

KRIS...
WHY DEFINED BRANDS WORK
• Our brains are wired to put things into categories
and the further you describe your niche, the ...
WHO ARE YOU TALKING TO?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DEFINE YOUR TARGET
AUDIENCE
•
•
•
•
•

Age
Male/Female
Occupation
Passions
Hobbies

KRISTY MEYER CONSULTING + BAUERHAUS DE...
BREAK OUT: TARGET AUDIENCE

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DISCUSS RESULTS

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
HOW TO CREATE YOUR BRAND
A. Define your target audience
B. Define your strategy
C. Tell your brand story

KRISTY MEYER CON...
B. DEFINE: YOUR STRATEGY

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
PURPOSE
• Why do you exist?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
VISION/GOALS
• What does a future magazine cover
featuring your company say?
• 10 years from now, where do you
want to be?...
DEFINE: YOUR STRATEGY
• Three strategic levels
• Define your Core Position/USP

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN...
THREE STRATEGIC LEVELS
•Price
•Innovation
•Differentiation
KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
PRICE
• Only one company can
be the cheapest—the
others have to use
design.

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, I...
INNOVATION
• New Technology

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DIFFERENTIATION
• Our brains are
hardwired to notice
what is different, not
what is the same.
- The Brand Gap

KRISTY MEYE...
DIFFERENTIATION IS
• One of the most important strategic and
tactical activities in which companies must
constantly engage...
HOW YOU CAN BE DIFFERENT
• Focus on a specific
target audience
• Create a community

KRISTY MEYER CONSULTING + BAUERHAUS D...
HOW YOU CAN BE DIFFERENT
• Personality
(Owner)

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
HOW YOU CAN BE DIFFERENT
• The Place

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DEFINE YOUR CORE
POSITION/USP
• Why should a customer pick your company
over your competitors?

KRISTY MEYER CONSULTING + ...
DEFINE YOUR USP
• Only (your business) delivers (unique
differentiating benefit) to (target audience).

KRISTY MEYER CONSU...
EXAMPLE USP
• Dominoes: “You get fresh, hot pizza
delivered to your door in 30 minutes
or less — or it’s free.”

KRISTY ME...
EXAMPLE USP
• Social good deed
• New pair of shoes to
a child in need for
every pair purchased

KRISTY MEYER CONSULTING + ...
YOUR BRAND=ADJECTIVE
• KISS: Keep it Super Simple
• Easy to remember

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BREAK OUT: DEFINE YOUR
STRATEGY

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DISCUSS RESULTS

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
HOW TO CREATE YOUR BRAND
A. Define your target audience
B. Define your strategy
C. Tell your brand story

KRISTY MEYER CON...
C. TELL YOUR BRAND STORY
For thousands of years, we were
storytellers

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
THIS IS WHY WE LIKE
• Movies like Star Wars
• Books

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
WHY SHOULD YOU CREATE
A BRAND STORY?
• People buy from people
• It’s easier to remember a story
• The story can be told wi...
WHY SHOULD YOU CREATE
A BRAND STORY?
• More often than not, a person’s first
impression of your company is made online.
• ...
EVERY BRAND HAS A STORY,
• Whether it's the founder's story or the brand's
reason for being.

KRISTY MEYER CONSULTING + BA...
EX FOUNDER’S STORY
• Journey from
corporate job
• Backpack trip
• Discovered Alpaca’s
• Luxury handcrafted
Ruanas

KRISTY ...
BRAND STORIES FOCUS ON:
• Creating a world and
aura that is their brand
signature
• Generating major
differentiation in it...
BRAND STORIES FOCUS ON:
• More emotional and
sensual content
• Travel and legendary
journeys
• Brand = consumer feels
they...
DESCRIBE THE ADVANTAGES

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DESCRIBE THE ADVANTAGES

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DESCRIBE THE ADVANTAGES

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
DESCRIBE THE PROCESS

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
TAKE A STAND FOR
SOMETHING

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
EXAMPLE: SOUTHWEST
• Free Bags

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
EXAMPLE: PATAGONIA
• Testimonials
• 80,000 photos
• Nothing is more
powerful or more
effective than
customer’s bragging
KR...
EXAMPLE: NIKE
• Empowerment
• Just Do It
• Accomplish anything

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
MARKETING IS NO LONGER
• About the stuff you make, but the stories you tell.
– Seth Godin

KRISTY MEYER CONSULTING + BAUER...
WHILE WRITING, FOCUS ON
YOUR
• Target audience
• Goals
• Core strategy

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BREAK OUT: DEFINE YOUR
BRAND STORY
• Why was your product made?
• What need did it fill?
• What was the original goal?

KR...
DISCUSS RESULTS

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDING ONLINE
• Stay consistent
• Stay consistent
• Stay consistent

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDING ONLINE
• Use the same photos, font, colors, design,
story and tone of voice
• Match your print collateral

KRISTY...
BRANDING ONLINE
• Over 50% of mobile users have smartphones
• Consumers research before they visit

KRISTY MEYER CONSULTIN...
BRANDING ONLINE:
• User-friendly
website
• Responsive or
Mobile theme

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDING ONLINE
• Google Zero Moment of Truth
• Average shopper references 10.4 sources
before purchase

KRISTY MEYER CONS...
BRANDING ONLINE:
• Easy to navigate
• Clearly define your
brand position
• Define a path

KRISTY MEYER CONSULTING + BAUERH...
BRANDING ONLINE:
• 3 types of visitors to your website
– Visit now (location, hours, & phone)
– Buy now
– Researchers

KRI...
BRANDING ONLINE:
• Have a call to action:
1.
2.
3.
4.

Subscribe to our Email Newsletter
Register for an event
Get in touc...
BRANDING ONLINE:

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDING ONLINE:
• Email newsletter
sign up with a free
offer

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDING ONLINE:
• Email newsletter
sign up with a free
offer

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
BRANDING ONLINE:
• Email newsletter
sign up with a free
offer

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
Content Marketing

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
What is Content Marketing?
Use informative content that puts the focus on
your target audience’s needs.
This draws them in...
#1 Identify sales cycle
∗ Long sales cycle: higher dollars, purchase decision
requires thought and analysis
∗ Short sales ...
#1 Identify sales cycle
∗ Alpacas?
∗ Yarn?
∗ Products?
#2 Identify target audience’s
needs

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
What need do warm, fuzzy alpaca
socks fill?
What need does alpaca yarn
fill?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
What need(s) can alpacas fill?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
Content for short sales cycle
• Cold feet – make coziness associated with
your brand
– Homey images of fireplaces
– Articl...
Content for short sales cycle
• Show off your wares, and invite buyers in
(Think street vendor)
– Pictures with descriptio...
Content for long sales cycle
• Establish your authority
–
–
–
–
–

Show your healthy animals
Show off your business expert...
Content for long sales cycle
• Establish your authority
–
–
–
–
–

Show your healthy animals
Show off your business expert...
Content for long sales cycle
• Alpaca and farming as a lifestyle
– Show off your farm
– Tell stories from working on the f...
#3 Share content in all the
right places
• Where is your audience?

– Twitter, Facebook, Pinterest, Etsy
– eBay?

KRISTY M...
#3a use their language to find
them
• What keywords does your audience
use?
–
–
–
–

#knitting, yarn
“starting a farm”,
br...
#4 Write posts that engage
• Use cuteness to your
advantage
– “Who wouldn’t want to kiss
this face?”

• Be informative
– “...
#4 Write posts that engage
• Article title: Finding Greener
Pastures for a Career?
• Inform: “Great article! My
alpaca “ah...
•

#4b Use Twitter to help them
find you
#knitting

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
#5 Find a posting frequency
• Rules of thumb
– Twitter – 5-10 posts per day (spaced out over time)
– Facebook 1-2 posts pe...
#6 Find your voice
• Write and post sounding like your professional
self (probably minus cursing)
• Be concise, and to the...
#6 Use your “voice”
• Write and post sounding
like your professional self
(probably minus cursing)
• 2e Creative shows off...
Don’t be mean, unless it’s
your brand
• Alton Brown can slam
choices of the people
that talk to him,
because they ask him ...
Talk at your audience’s level
• Oncologists and saavy
cancer patients will
“get” this.
• The general public
won’t
KRISTY M...
#7 Take criticism in stride
• It happens. To everyone.
• Take the high road or ignore them
– If the complaint is legit, ap...
#8 Set some goals, and achieve
them
• Decide how many followers you want to
gain this year.
• Start sharing content and yo...
#9 If you don’t get results,
adjust content

• See what people respond to (and don’t
respond to)
• Talk to your existing c...
SEO: SEARCH ENGINE
OPTIMIZATION

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
SEO: ORGANIC VS PAID

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
INBOUND MARKETING

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
SEO:
• If you add a minimum of 2,000 words per
month, you will rank higher than your
competitors and receive at least 20% ...
SEO:
• Insert your keywords:
–
–
–
–

Your target audience
Topics your target audience will like
Integrate your core strat...
SEO:
• Google now prefers long phrases
– Bad = alpaca
– Good = alpaca farm near St. Louis

• Titles that do well:
– How to...
SEO: Google autosuggest

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
SEO:

• Permalinks that are descriptive
• Good=
http://www.bauerhaus.com/strategy/why-your-bus
• Bad=www.bauerhaus.com/pos...
SEO

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
SEO
• Meta
descriptions

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
SEO
• For photos use “Alt” tags, to show up in
Google Image search
• Make your .jpg and .png names descriptive,
“AlpacaFar...
SEO
•
•
•
•

Have a free Google Analytics account
Check keywords
Check referring websites
Establish goals

KRISTY MEYER CO...
SEO
• Submit your XML sitemap to search engines

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
SEO: LOCAL SEARCH
•
•
•
•

Google Plus
Business page
Google Places
Yelp page
Encourage your
customers to rate
you

KRISTY ...
SEO: LOCAL SEARCH
• Getlisted.org
• Put your events on community calendars
• Keep your contact info updated

KRISTY MEYER ...
SEO
• Write down a goal
– Amount of traffic?
– Ranking for a certain phrase?
– Amount of social shares?

KRISTY MEYER CONS...
SEO
• How you plan to achieve it
– Posting blogs how often per month?
– Checking each page on your website
– Checking Goog...
EMAIL MARKETING
• 16x more likely to buy your product or visit

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
EMAIL MARKETING
• Be consistent with when you send it out
• Send out at least once a month or more

KRISTY MEYER CONSULTIN...
EMAIL MARKETING
•
•
•
•

Welcome emails
Your brand story
VIP treatment
Ongoing promotions

KRISTY MEYER CONSULTING + BAUER...
EMAIL MARKETING
• Don’t have time. Try:
– Create 2 blog posts per month
– Use them in your monthly newsletter
– Plus, shor...
SEM: Search Engine Marketing
• Google Adwords
• Re-targeting
• Facebook ads

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, I...
SUMMARY
• "Do what you do so well that they will want
to see it again, and bring their friends.”
- Walt Disney

KRISTY MEY...
FREE DOWNLOAD:
• Free Report: 10 strategies
to boost your business
online
Sign up at: www.bauerhaus.com/
KRISTY MEYER CONS...
After lunch planning
• Who has a Twitter account?
• Who has a Facebook page?

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, ...
Upcoming SlideShare
Loading in …5
×

Bauerhaus+ kmc alpaca conference 2

341 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
341
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • WELCOME
  • A little about me:
    I grew up around entrepreneurs with a love for owning their own businesses.
  • From working on these giant corporations, I realized that small businesses really needed help with branding
    Branding seems like a vague term, that may be slightly scary
    My goal working with winery’s and small biz is to help them see how a powerful brand can equal more sales
  • In 2003 started working with UT
  • Branding is an
  • Branding is an
  • Trademark infringement
    This really shows off two different wine consumers (Walmart) vs high-end that will pay $50 +
    Produced in same area of California
    Chardonnay vs $30 Sauvignon Blanc
    $30+ vs. $9.99
  • We often judge others by first impressions, just like these boxes
    My 3 year old even picked one on the left
  • I teach my clients - how to tell their brand story just like someone was visiting their winery.
    You may not have the first impression in person.
    Ipod to iphone
    Starbucks: reg coffee to pumpkin spice latte
  • Cover corona logo.
    Still know the brand.
    Can you do the same with your company?
  • Person’s gut feeling about a product, service, or organization.
    It’s the sum of everything you are.
  • And not in the top 10 anymore
  • Better defined, easier to target
    Example: Norton wine drinker googling “Norton in Illinois”
    ----- Meeting Notes (1/16/14 19:11) -----
    Is this a repeat?
  • If you have a target audience, you will know what type of content they like
    Example: Norton wine drinker googling “Norton in Illinois”
  • This list can also help you think who to partner with
  • What is the core purpose of your company?
  • ii.Vision: What is the big goal of your company?
  • Most businesses have to focus on differentiation
    Why our brains are naturally picking out the differences here
  • .50 CENTS to $4 a cup.
    Starbucks creates a “community”
    Founder visited Italy and loved the community of their cafes and wanted to bring that to US
  • Bonny Doon brand
    Skinny Girl
  • American Viticultural Area
    On the water
    Karen Hand Shawnee Hills
  • Unique Selling Proposition OR VALUE PROPOSITION
    How do you stand out?
  • A cool thing about USP is you CREATE your own category
    All pizza places the same
    UNTIL
  • Tom’s Shoes
  • The last three should all be related.
    Pass out adjective sheet
  • To figure out your story: Why do you care so much?
    Personal connection to the problem?
    Strong vision of a different or better world. 
    Bad examples: For the money Spanx
  • Arlette Lee
  • Omega Speedmaster Moon Watch
    Handcrafted
    The first and only watch on the Moon
  • This ad for Tiffany’s illustrates LOVE and BEAUTY
    City skyline
    In love couple
    Beautiful photo composition- key in luxury brand (communicates feeling of luxury)
  • This ad for Tiffany’s illustrates LOVE and BEAUTY
    City skyline
    In love couple
    Beautiful photo composition- key in luxury brand (communicates feeling of luxury)
  • All brochures and rack cards should match
  • If I'm looking at 10 possible wineries to visit why should I choose yours?
  • Call to Action – Request more info
  • Sales force found it takes 7 touch points for 80% of sales.
    Build your list is the most important thing to grow your business
  • Branding, social media, online ads, SEO and more
    43% of people viewing sign up
  • What do they need?
    Cold feet need warm socks
    Knitters need help finding new patterns, or interesting yarn
    People with wool allergies need warm fibers
    New alpaca farmers need support in starting and maintaining their business
    Existing/established alpaca farmers need help in managing and growing their business
  • How to get people to your website
  • 75% of all clicks go to Organic search
  • SEO is just one part of Inbound organic search
  • Talk about Logo design blogs
  • SEO = Search Engine Optimization
  • Descriptive Title tags, URL and H1 tags
    Tells Google what your website page is about
  • SEO = Search Engine Optimization
  • SEO = Search Engine Optimization
  • SEO = Search Engine Optimization
  • SEO = Search Engine Optimization
  • SEO = Search Engine Optimization
  • Don't keep up with it - are they still open?
  • Can be videos or podcasts or photos
    Even if they delete, see your name
    4. Add dates to your calendar with alerts
  • Can be videos or podcasts or photos
    Even if they delete, see your name
    4. Add dates to your calendar with alerts
  • Bauerhaus+ kmc alpaca conference 2

    1. 1. ONLINE MARKETING PLANNING AND TRAINING ALPACA STYLE KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    2. 2. Who is Kristy Meyer? • Farmer’s daughter (dairy, beef, crops) • 15 year marketer – Web marketing, email, direct mail • Social media is my marketing “home” (Yoga teacher once per week!) KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    3. 3. Why are you here? • Mingle with MOPACA • Marketing is a challenge – Finding time – Allocating $$ – Internet marketing changes fast KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    4. 4. Why is this the best time in history to be a small business owner? • Access buyers directly for free (social media, yay!) • Members of your target audience can be found by using your network • Referrals are the easiest won business, and happy customers tend to return
    5. 5. Why is this the best time in history to be a small business owner? • Buy local! Small business • Marketing is NOT rocket science – YOU TOO can do it and reap the benefits
    6. 6. ROADMAP OF TODAY KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    7. 7. Morning agenda • • • • • • • 9:15-10 – Branding 10-10:30 – Content Marketing Overview 10:30-10:40 – break 10:40 – 11:30 – Content Marketing Overview completed 11:30- noon -- SEO/SEM/Social Media 11:45-noon – Review digital marketing plan, populate it! 12-1:30 LUNCH KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    8. 8. Afternoon agenda • • • • • 1:30-2:00 – Design Digital Marketing Plan 2:00 – 3:15 – Create a Twitter page, and Twitter etiquette basics 3:15 – 3:30 -- BREAK 3:30 -4:30 Create a Facebook Business Page. 4:30 – 5pm Questions, and logistics for follow-up support KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    9. 9. WHO IS BAUERHAUS DESIGN? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    10. 10. BRANDS I’VE WORKED ON: KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    11. 11. KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    12. 12. PART 1: BRANDING KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    13. 13. WHY CARE ABOUT BRANDING? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    14. 14. 1. PEOPLE BUY WHAT THEY WANT • Not what they need” – John Morgan, Brand Against the Machine KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    15. 15. 2. ECONOMIC ASSET • Coca-Cola’s brand name = $67 Million • 54% of stock market value KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    16. 16. 2. ECONOMIC ASSET • $160 million sale • No vineyards • No winery • Name only KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    17. 17. 3. PERCEIVED VALUE KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    18. 18. 3. PERCEIVED VALUE KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    19. 19. 4. MAKES BUYING QUICKER • “Like me. Know me. Trust me. Buy from me.” - Joel Comm KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    20. 20. 5. MAKES YOUR LIFE EASIER • • • • Where to advertise Who to advertise to Type of content Type of design style KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    21. 21. WHAT IS BRANDING? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    22. 22. A BRAND IS • • • • • • • A Logo Design elements & photos Tone of voice Colors A personality A story How you greet a customer KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    23. 23. A BRAND IS • Not what you say it is, it’s what THEY say it is.“ –The Brand Gap KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    24. 24. A BRAND IS • The one way you want people to feel about your business KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    25. 25. WHAT MAKES YOUR BRAND • Remarkable is doing something unique that people care about. - Brand Against the Machine KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    26. 26. A BRAND IS = ADJECTIVE Jeep= KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    27. 27. A BRAND IS = ADJECTIVE Volvo= KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    28. 28. HOW TO CREATE YOUR BRAND A. Define your target audience B. Define your strategy C. Tell your brand story KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    29. 29. A. DEFINE YOUR TARGET AUDIENCE KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    30. 30. WHY? • Makes getting found online easier • Makes it easy for you know where to advertise • Helps define your message KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    31. 31. WHY DEFINED BRANDS WORK • Our brains are wired to put things into categories and the further you describe your niche, the easier people will recall what you do in seconds. KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    32. 32. WHO ARE YOU TALKING TO? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    33. 33. DEFINE YOUR TARGET AUDIENCE • • • • • Age Male/Female Occupation Passions Hobbies KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    34. 34. BREAK OUT: TARGET AUDIENCE KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    35. 35. DISCUSS RESULTS KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    36. 36. HOW TO CREATE YOUR BRAND A. Define your target audience B. Define your strategy C. Tell your brand story KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    37. 37. B. DEFINE: YOUR STRATEGY KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    38. 38. PURPOSE • Why do you exist? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    39. 39. VISION/GOALS • What does a future magazine cover featuring your company say? • 10 years from now, where do you want to be? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    40. 40. DEFINE: YOUR STRATEGY • Three strategic levels • Define your Core Position/USP KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    41. 41. THREE STRATEGIC LEVELS •Price •Innovation •Differentiation KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    42. 42. PRICE • Only one company can be the cheapest—the others have to use design. KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    43. 43. INNOVATION • New Technology KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    44. 44. DIFFERENTIATION • Our brains are hardwired to notice what is different, not what is the same. - The Brand Gap KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    45. 45. DIFFERENTIATION IS • One of the most important strategic and tactical activities in which companies must constantly engage. - Theodore Levitt, Harvard Business School KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    46. 46. HOW YOU CAN BE DIFFERENT • Focus on a specific target audience • Create a community KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    47. 47. HOW YOU CAN BE DIFFERENT • Personality (Owner) KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    48. 48. HOW YOU CAN BE DIFFERENT • The Place KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    49. 49. DEFINE YOUR CORE POSITION/USP • Why should a customer pick your company over your competitors? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    50. 50. DEFINE YOUR USP • Only (your business) delivers (unique differentiating benefit) to (target audience). KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    51. 51. EXAMPLE USP • Dominoes: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    52. 52. EXAMPLE USP • Social good deed • New pair of shoes to a child in need for every pair purchased KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    53. 53. YOUR BRAND=ADJECTIVE • KISS: Keep it Super Simple • Easy to remember KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    54. 54. BREAK OUT: DEFINE YOUR STRATEGY KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    55. 55. DISCUSS RESULTS KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    56. 56. HOW TO CREATE YOUR BRAND A. Define your target audience B. Define your strategy C. Tell your brand story KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    57. 57. C. TELL YOUR BRAND STORY For thousands of years, we were storytellers KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    58. 58. THIS IS WHY WE LIKE • Movies like Star Wars • Books KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    59. 59. WHY SHOULD YOU CREATE A BRAND STORY? • People buy from people • It’s easier to remember a story • The story can be told without you present KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    60. 60. WHY SHOULD YOU CREATE A BRAND STORY? • More often than not, a person’s first impression of your company is made online. • Like me. Know me. Trust me. Buy from me. KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    61. 61. EVERY BRAND HAS A STORY, • Whether it's the founder's story or the brand's reason for being. KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    62. 62. EX FOUNDER’S STORY • Journey from corporate job • Backpack trip • Discovered Alpaca’s • Luxury handcrafted Ruanas KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    63. 63. BRAND STORIES FOCUS ON: • Creating a world and aura that is their brand signature • Generating major differentiation in its production and execution KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    64. 64. BRAND STORIES FOCUS ON: • More emotional and sensual content • Travel and legendary journeys • Brand = consumer feels they have found a sole mate KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    65. 65. DESCRIBE THE ADVANTAGES KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    66. 66. DESCRIBE THE ADVANTAGES KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    67. 67. DESCRIBE THE ADVANTAGES KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    68. 68. DESCRIBE THE PROCESS KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    69. 69. TAKE A STAND FOR SOMETHING KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    70. 70. EXAMPLE: SOUTHWEST • Free Bags KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    71. 71. EXAMPLE: PATAGONIA • Testimonials • 80,000 photos • Nothing is more powerful or more effective than customer’s bragging KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    72. 72. EXAMPLE: NIKE • Empowerment • Just Do It • Accomplish anything KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    73. 73. MARKETING IS NO LONGER • About the stuff you make, but the stories you tell. – Seth Godin KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    74. 74. WHILE WRITING, FOCUS ON YOUR • Target audience • Goals • Core strategy KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    75. 75. BREAK OUT: DEFINE YOUR BRAND STORY • Why was your product made? • What need did it fill? • What was the original goal? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    76. 76. DISCUSS RESULTS KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    77. 77. BRANDING ONLINE • Stay consistent • Stay consistent • Stay consistent KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    78. 78. BRANDING ONLINE • Use the same photos, font, colors, design, story and tone of voice • Match your print collateral KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    79. 79. BRANDING ONLINE • Over 50% of mobile users have smartphones • Consumers research before they visit KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    80. 80. BRANDING ONLINE: • User-friendly website • Responsive or Mobile theme KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    81. 81. BRANDING ONLINE • Google Zero Moment of Truth • Average shopper references 10.4 sources before purchase KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    82. 82. BRANDING ONLINE: • Easy to navigate • Clearly define your brand position • Define a path KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    83. 83. BRANDING ONLINE: • 3 types of visitors to your website – Visit now (location, hours, & phone) – Buy now – Researchers KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    84. 84. BRANDING ONLINE: • Have a call to action: 1. 2. 3. 4. Subscribe to our Email Newsletter Register for an event Get in touch with us Follow us on Facebook or Twitter KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    85. 85. BRANDING ONLINE: KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    86. 86. BRANDING ONLINE: • Email newsletter sign up with a free offer KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    87. 87. BRANDING ONLINE: • Email newsletter sign up with a free offer KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    88. 88. BRANDING ONLINE: • Email newsletter sign up with a free offer KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    89. 89. Content Marketing KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    90. 90. What is Content Marketing? Use informative content that puts the focus on your target audience’s needs. This draws them in and interests them in your brand before they know they need you.
    91. 91. #1 Identify sales cycle ∗ Long sales cycle: higher dollars, purchase decision requires thought and analysis ∗ Short sales cycle: fewer dollars purchase decision can be made quickly
    92. 92. #1 Identify sales cycle ∗ Alpacas? ∗ Yarn? ∗ Products?
    93. 93. #2 Identify target audience’s needs KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    94. 94. What need do warm, fuzzy alpaca socks fill?
    95. 95. What need does alpaca yarn fill? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    96. 96. What need(s) can alpacas fill? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    97. 97. Content for short sales cycle • Cold feet – make coziness associated with your brand – Homey images of fireplaces – Articles on staying warm – What else? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    98. 98. Content for short sales cycle • Show off your wares, and invite buyers in (Think street vendor) – Pictures with descriptions – Testimonials KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    99. 99. Content for long sales cycle • Establish your authority – – – – – Show your healthy animals Show off your business expertise Support new alpaca farmers Use testimonials What else? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    100. 100. Content for long sales cycle • Establish your authority – – – – – Show your healthy animals Show off your business expertise Support new alpaca farmers Use testimonials What else? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    101. 101. Content for long sales cycle • Alpaca and farming as a lifestyle – Show off your farm – Tell stories from working on the farm, and being near the land – What else? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    102. 102. #3 Share content in all the right places • Where is your audience? – Twitter, Facebook, Pinterest, Etsy – eBay? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    103. 103. #3a use their language to find them • What keywords does your audience use? – – – – #knitting, yarn “starting a farm”, breeding alpacas Scarves, wool socks, rugs KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    104. 104. #4 Write posts that engage • Use cuteness to your advantage – “Who wouldn’t want to kiss this face?” • Be informative – “Alpacas and dogs get along very well” KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    105. 105. #4 Write posts that engage • Article title: Finding Greener Pastures for a Career? • Inform: “Great article! My alpaca “aha” moment came when… KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    106. 106. • #4b Use Twitter to help them find you #knitting KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    107. 107. #5 Find a posting frequency • Rules of thumb – Twitter – 5-10 posts per day (spaced out over time) – Facebook 1-2 posts per day (if you have a more engaged audience, post more frequently) – Pinterest – Post several times per week KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    108. 108. #6 Find your voice • Write and post sounding like your professional self (probably minus cursing) • Be concise, and to the point KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    109. 109. #6 Use your “voice” • Write and post sounding like your professional self (probably minus cursing) • 2e Creative shows off their creative writers KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    110. 110. Don’t be mean, unless it’s your brand • Alton Brown can slam choices of the people that talk to him, because they ask him to KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    111. 111. Talk at your audience’s level • Oncologists and saavy cancer patients will “get” this. • The general public won’t KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    112. 112. #7 Take criticism in stride • It happens. To everyone. • Take the high road or ignore them – If the complaint is legit, apologize – Offer to make amends, do so on the phone or in person if possible – Move on KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    113. 113. #8 Set some goals, and achieve them • Decide how many followers you want to gain this year. • Start sharing content and your facebook/twitter accounts w/ people • Watch your followings grow, slowly but surely KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    114. 114. #9 If you don’t get results, adjust content • See what people respond to (and don’t respond to) • Talk to your existing customers, find out what they want to know • Adjust your content strategy. KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    115. 115. SEO: SEARCH ENGINE OPTIMIZATION KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    116. 116. SEO: ORGANIC VS PAID KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    117. 117. INBOUND MARKETING KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    118. 118. SEO: • If you add a minimum of 2,000 words per month, you will rank higher than your competitors and receive at least 20% leads online – Mark O’Brien, A website that works KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    119. 119. SEO: • Insert your keywords: – – – – Your target audience Topics your target audience will like Integrate your core strategy Don’t try tricks KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    120. 120. SEO: • Google now prefers long phrases – Bad = alpaca – Good = alpaca farm near St. Louis • Titles that do well: – How to wash your alpaca cape – 7 tips on choosing an alpaca KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    121. 121. SEO: Google autosuggest KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    122. 122. SEO: • Permalinks that are descriptive • Good= http://www.bauerhaus.com/strategy/why-your-bus • Bad=www.bauerhaus.com/post49 KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    123. 123. SEO KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    124. 124. SEO • Meta descriptions KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    125. 125. SEO • For photos use “Alt” tags, to show up in Google Image search • Make your .jpg and .png names descriptive, “AlpacaFarmShearing.jpg” KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    126. 126. SEO • • • • Have a free Google Analytics account Check keywords Check referring websites Establish goals KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    127. 127. SEO • Submit your XML sitemap to search engines KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    128. 128. SEO: LOCAL SEARCH • • • • Google Plus Business page Google Places Yelp page Encourage your customers to rate you KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    129. 129. SEO: LOCAL SEARCH • Getlisted.org • Put your events on community calendars • Keep your contact info updated KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    130. 130. SEO • Write down a goal – Amount of traffic? – Ranking for a certain phrase? – Amount of social shares? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    131. 131. SEO • How you plan to achieve it – Posting blogs how often per month? – Checking each page on your website – Checking Google Analytics KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    132. 132. EMAIL MARKETING • 16x more likely to buy your product or visit KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    133. 133. EMAIL MARKETING • Be consistent with when you send it out • Send out at least once a month or more KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    134. 134. EMAIL MARKETING • • • • Welcome emails Your brand story VIP treatment Ongoing promotions KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    135. 135. EMAIL MARKETING • Don’t have time. Try: – Create 2 blog posts per month – Use them in your monthly newsletter – Plus, short intro paragraph KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    136. 136. SEM: Search Engine Marketing • Google Adwords • Re-targeting • Facebook ads KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    137. 137. SUMMARY • "Do what you do so well that they will want to see it again, and bring their friends.” - Walt Disney KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    138. 138. FREE DOWNLOAD: • Free Report: 10 strategies to boost your business online Sign up at: www.bauerhaus.com/ KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC
    139. 139. After lunch planning • Who has a Twitter account? • Who has a Facebook page? KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC

    ×