2014 Rock Your Brand Webinar Series: Promote Your Brand


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"If you build it, they will come." While this may have worked in the 1980's flick Field of Dreams, when it comes to your online presence, having a website alone isn't enough. Building a solid promotion strategy through social media is the key to raising awareness of your brand.

Learn the basics of:
- social media platforms
- the do's and don'ts of posting
- how to sound like your brand online

Published in: Marketing, Technology
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  • Good morning everybody. It’s 7:31am and I’m going to get started. I hope everyone has a cup of coffee in front of them – as you can see, I’m still finishing mine. Thank you so much for joining me this morning to kick off the Rock Your Brand webinar series. We started Rock Your Brand this year to provide small business owners and employees the tools they need to have a successful brand. Topics include management, marketing, financial stuff, and legal information, and more. We have some other fun things in store for this year, so please stay tuned for some announcements there.
  • For today’s webinar, I’m going to start by covering a few quick logistics items. I’ll be presenting for 30 – 40 minutes, but I don’t want to spend the entire time just talking to you – I’d love for you to ask questions and participate. So, if you’ll look at the bottom right-hand corner of your browser, you’ll see a chat function. If I ever ask a question or you have a question for me, just type it in there. Whatever you type in there will be viewable by the entire gang, so if you want to private message anyone, just click on their name, and you’ll have the option to do so.
  • Melanie, the chief inspiration at Sisarina, will also be tweeting throughout the presentation. You can follow the hashtag #rokcyourbrand or our company Twitter account @Sisarina for any fun tweetable information. If you are on Twitter, feel free to tweet away!
  • So, before we get started, I’d love for everyone to use the chat function and tell us who you are and what industry you’re working in. Don’t be shy!Ok, looks like we’ve got some folks from X, Y, and Z industries – thank you all for joining me this morning. I think we’ll have a great conversation!
  • So, it’s early, we’ve already established that I’m still finishing my morning coffee, so I’m going to start on a super fun note: Movie Trivia. My favorite.Does anyone recognize what movie thisstill is from?
  • Yep, you got it. Field of Dreams. Kevin Costner has always a favorite of the women in my family, so this is a movie I’m very familiar with. While it was a great 1980’s flick, what is probably even more famous than thisstill is the line that came out of this movie. Any one remember what that line was? 
  • Yes, If you build it, they will come. That’s a really powerful line that sticks with you,right?I always think of this line when I have a client that comes to me and says, Camie, my new website looks great and is working perfectly. But, I’m just not getting any new customers from it. I check my analytics and no one is visiting the site. What happened?
  • That client watched Field of Dreams one too many times. If you build it, they will come does not apply to anything in business - and especially is not a good slogan for marketing. What is is great content marketing, which is what I’m here to talk to you about today.I’m Camie Rodan and I’m the branding director for Sisarina, a branding company located in Bethesda.What I do in my every day job is help clients talk about and promote their brands, and this is what we’ll cover today.
  • For those who love agendas, here’s ours for the morning. We’ve going to talk Promoting Your Website, in 4 steps.
  • The first step in promoting your brand is establishing your voice. And for you business owners, I don’t mean your personal voice - I’m referring to the voice of your company. While there can be a little overlap, these two things should be completely separate things.
  • Establishing the voice of your company is really critical to the success of your marketing and getting the attention of your target audience. To understand what your company should sound like, you need to first think of your company as a person. Who has the voice you want to have?
  • Establishing the voice of your company is really critical to the success of your marketing and getting the attention of your target audience. To understand what your company should sound like, you need to first think of your company as a person. Who has the voice you want to have? Do you speak as “we” or “i”? Are you formal or informal? Corporate or fun? Somewhere in between? Think through what your persona would look like, what they’d wear.Do you have a persona in mind? 
  • Who represents your company? What does that sound like? Does anyone have an idea what is their company voice? If you’re stuck, I have a couple examples for you….
  • AARP. You are probably all super familiar with AARP and are aware that its target audience is Americans, who are aged 50 and over and retired. Their target audience is looking for someone trustworthy to give them advice as they encounter all sorts of obstacles in this new stage of their life.
  • Even though its target audience is an older generation, AARP has one of the most successful blogging and social media strategies out there. Funny, given how you wouldn’t think much of their target audience isn’t on social media. Here’s how they do it…
  • At the center of its strategy is a powerful voice of Rhonda. Rhonda isn’t a real person, but it’s the persona AARP established to carry its message to its audience. Rhonda is the woman who lives on your block, who just knows what’s going on. She’ll invite you in for a cup of tea, ask about your family, and remember what you told her the last time about your vacation plans. She knows of a new product or a good landscaper to recommend, she’ll tell you and you’ll trust what she says. She’s friendly, you trust her. 
  • The AARP social team has taken this voice and applied it to every piece of content they put out there. The result has been one of the more successful social strategies out there with a truly engaged audience.On the other hand…
  • There’s another extreme: DiGiornoPizza. This one is a little more tricky because a frozen pizza product could apply to just about any American who’s looking for an easy dinner option. Their target audience just isn’t that obvious. What’s great about what DiGiorno has done is they’ve whittled their target market down to a really specific type of person:
  • The couch potato dude. The guy who cracks snarky comments while watching the game or his weekly show. 
  • DiGiorno has adopted a similar voice that feels like it’s that dude sitting next to you on the couch - and then it seizes any cultural moment it can. I’ll leave you to let your brains mull over these examples and see how you can define your company’s voice.
  • Can anyone here define their company voice?No? Think about it and send me a tweet once you’ve come up with what you think yours is.
  • Now that you’ve established your company’s voice, you can move to the next step of promoting your website: Finding Your CPA: Capacity, Audience and Platform.
  • Now, Capacity is two-fold: it refers to your company’s physical capacity to spend on marketing and social media. Is it just you? Do you have help? How many hours do you have to put towards promotions? A few minutes a day or a full employee? No big deal, you can work on your promotions either way - but it’s good to wrap your end around what’s feasible.
  • If you over promise yourself that you can do all sorts of marketing, but then it’s just you, you’ll probably let yourself down - and that’s no bueno.
  • The other piece of Capacity is your capacity for content. What content is easy for you to create without having to spend tons and tons of time?
  • Are you a design company? Then produce some great infographics!
  • An events company? I’m sure you have some great onsite photos. A consulting firm? You know that advice you give client after client? That would make for a great blog post! Note whatever is easiest for you to create - this will be what your audience searching for. They’ll be looking for help in your particular area of expertise and what you’ll want to do is show off what you really know.
  • A consulting firm? You know that advice you give client after client? That would make for a great blog post! Note whatever is easiest for you to create - this will be what your audience searching for. They’ll be looking for help in your particular area of expertise and what you’ll want to do is show off what you really know.
  • Now, speaking of your audience - who is your target audience? Your ideal client? The person you really, really want to be working for? 
  • If your target audience is a CEO of a large company or a person of an older generation - or someone somewhere in between, you might be saying to yourself: “Well, gee, Camie, this all sounds great, but my target audience goes no where near social media. Obviously, this isn’t my bag.” The other day, I was innocently sitting at my desk, minding my own business when I overhead a conversation taking place in our conference room. Melanie, the boss lady of Sisarina, was meeting with an acquaintance who said, “hey, you know that great client that you’re working with? I know their head of business development. I actually had no idea you were working with them, until he mentioned it to me the other day. And you know how he came to know of your work? Because I retweeted a blog post you tweeted about. Apparently, he clicked on it, thought it was great stuff, and sent it on to his CEO who was planning for a rebranding. Small world, eh?”
  • Not so much: this guy is what we call an influencer. He’s a cheerleader, the type of individual who is likely to share great content. He’s not Sisarina’s target audience, but he helped us get in front of one of our now favorite clients. His CEO isn’t even on social media – but yet, she heard about us through social media. And guess what? That client is progressing from being a project-based client to a long-term client.
  • So an influencer to your target audience. That’s who you’ll want to target. Where are they hanging out?
  • And that brings us to social platforms. Since we’ve already touched on the content, let’s look at them from a content-perspective.
  • And before I get too deep into social media platforms, keep this in mind: YOU DON’T HAVE TO BE ON FACEBOOK. I realize that it’s one of the more popular social media sites, but trust me, if you don’t have the audience, content, or the budget for Facebook, don’t bother. You’ll spend lots of time on it with very little return. This is the case for any social media platform: if it doesn’t make sense for you to be there, then drop it. It isn’t worth your time.
  • Back to content: Do you have great information to share? Lots of tips and tricks to help people along in their business or lives? You’ll want to focus on information-drive platform, like Twitter, LinkedIn, Quora, or Google+.Easy to get pictures? Share them on Instagram with a feed to Twitter or Facebook. If that photo-drive content is around creating events or experiences, set up some boards on Pinterest. Are you dealing with situations that you can easily grab on camera? YouTube and Vine will be powerful outlets for you.
  • If you’re short on time, focus on one, maybe two of these outlets and really figure out how to rock them. As you get more and more time to spend on social, spread your resources across a few different channels to gain exposure. But, keep in mind, just because they built it, it doesn’t mean you have to go there. Be mindful of your time, content, and audience as you explore joining a new social media channel for your business.
  • You’ve established your voice and you’ve picked your social media platform. But then there’s that age-old question: what the heck do I talk about on social media? When I joined Twitter back in 2010, I had the same problem. I joined and just didn’t know what to talk about. It’s a normal problem to have – here’s how you get over it.
  • The easiest way to digest this piece of the puzzle is to think of it in terms buckets of “stuff”.
  • You’ll want to fill three buckets with subjects that you like to talk about. So, offline, what do you guys like to talk about – on any given day? Thoughts? Articles that you’re reading? Any one? 
  • When you’re posting from your business accounts, you’ll want to make sure that none of these buckets are about your company, but instead areas of your expertise. This concept might not make sense to you, but think about it this way. Consider a networking event: have you ever been to a networking event, and there’s that guy - or gal – who just won’t shut up about themselves? It’s all I, I, I and me, me, me. Annoying right? You don’t want to be that person and the same goes for social media! If you talk about yourself, your business, no one will listen. But if you take interest in your audience and give them information that can help them, then suddenly, you’re the most interesting person on the block.
  • If you can’t figure out your buckets immediately, don’t stress. It’ll take some time. To give you some examples, my company, Sisarina, has three buckets that include -  Inspiration, DC Events, Branding | Marketing | Websites. We love supporting local events, and since our areas of expertise are branding, marketing, and websites, we love to share articles and blog posts about them. Inspiring others is our passion, so any time we see something that inspires us, we’ll share it so it can inspire you, too.
  • By contrast, my personal buckets aresocial media nerdery, running, and geeky b-school topics including leadership and articles on introversion.  You see that there is some overlap with Sisarina’s buckets, but some differences to help distinguish my personal brand from the company brand.
  • So, think about the areas of information that you’re already talking about, and throw those into buckets of information. Once you’ve set those up and are posting consistently about them, then pepper those posts with some posts about your company and things you have going on. 
  • Anyone have an idea of what your company buckets might be?  
  • And now, it’s time to rock your content. This is a topic that I could go on and on about, but will break it down to a few tips and tricks.
  • Tip 1: Brand your outlets. Your marketing outlets are a portal to your website, which should be the hub for your brand. So make sure it looks as such. For your bios, make sure they are written in your company voice. Include your logo as your avatar and include imagery that looks like your website.
  • Tip 2: Don’t set up social media accounts to feed to one another. One issue is that audiences on each are there for particular reasons and are used to seeing content formatted a certain way. Don’t auto feed Twitter to Facebook - and vice versa. I’m a fan of Twitter and not Facebook. When I see a facebook feeding to a Twitter account automatically I notice that this company probably isn’t monitoring their Twitter account very closely, so I won’t engage with them. And that’s not a good thing for promoting a brand.  
  • Tip 3: Do a lot with a little, meaning make your marketing budget count. Two years ago, the Dollar Shave Club did an amazing video featuring the company’s founder and CEO that ended up going viral. What was so great was that their voice and personality really came through on a video that could have been created on an iphone video recorder. And it was funny, really funny. They spent $4500 on it, and within 48 hours of the video first airing, 12,000 people signed up for the program. This year they are projected to do $60 million in revenues, and besides some Google ads and this video, they really haven’t done much marketing.
  • Tip 4: track your progress. I’m a b-school gal, so things like analytics are music to my ears. Be sure to track how much traffic is coming to your website from social media via Google analytics. There are also cool social media analytics tools. One free tool that I like is SumAll, but Hootsuite also offers analytics, as does SproutSocial, Buffer, and several others. Worst case scenario – set up a spreadsheet that tracks engagement and update it once a month.
  • And Tip 5: if you don’t get results automatically, don’t let it get you down. Social media is like exercise. It’s going to take a lot of time and some practice to get it going and feeling just right. Be patient with yourself and take pride in the little wins - a new follower, a share, a retweet - it will add up to more eyeballs on your website in the end. I promise.
  • In closing, keep this in mind: If you build your marketing strategy just right, they (meaning, your clients) will come.
  • We have a few minutes left for questions, so feel free to tweet those over to us or send them in via chat.
  • Thanks so much for taking the time to hear me ramble on this morning. If you have any questions after the presentation, feel free to ask now via chat, email me at camie@sisarina.com, or tweet me at @camierodan. You can also swing by Sisarina HQ on 8:30am for Cup of Inspiration.
  • And also be sure to keep an eye on Rock Your Brand for information on the next webinar in our series. Thanks again and have a great Tuesday!
  • 2014 Rock Your Brand Webinar Series: Promote Your Brand

    1. 1. Camie Rodan, Branding Director Twitter: @CamieRodan of @Sisarina Promote Your Brand
    2. 2. We be tweetin’ @Sisarina #rockyourbrand
    3. 3. Who are you?
    4. 4. Guess the movie… @CamieRodan | #rockyourbrand
    5. 5. @CamieRodan | #rockyourbrand
    6. 6. “If you build it, They will come.” @CamieRodan | #rockyourbrand
    7. 7. @CamieRodan | #rockyourbrand
    8. 8. Promote Your Website 4 Steps @CamieRodan | #rockyourbrand
    9. 9. 4 Steps to Promote Your Website 1. Your Voice @CamieRodan | #rockyourbrand
    10. 10. Who is Your Company? @CamieRodan | #rockyourbrand
    11. 11. Who is Your Company? @CamieRodan | #rockyourbrand • We vs. I • Formal vs. Informal • Corporate vs. Fun • In the middle
    12. 12. Who represents your Company? @CamieRodan | #rockyourbrand
    13. 13. AARP @CamieRodan | #rockyourbrand
    14. 14. AARP @CamieRodan | #rockyourbrand
    15. 15. AARP: Meet Rhonda @CamieRodan | #rockyourbrand
    16. 16. AARP @CamieRodan | #rockyourbrand
    17. 17. DiGiorno Pizza @CamieRodan | #rockyourbrand
    18. 18. DiGiorno Pizza @CamieRodan | #rockyourbrand
    19. 19. DiGiorno: The Couch Potato @CamieRodan | #rockyourbrand
    20. 20. Can anyone define their company voice? @CamieRodan | #rockyourbrand
    21. 21. 4 Steps to Promote Your Website 1. Your Voice 2. Determine Your CAP @CamieRodan | #rockyourbrand
    22. 22. C: Capacity @CamieRodan | #rockyourbrand
    23. 23. C: Capacity @CamieRodan | #rockyourbrand Be realistic with your physical capacity for marketing.
    24. 24. C: Capacity @CamieRodan | #rockyourbrand
    25. 25. C: Capacity @CamieRodan | #rockyourbrand
    26. 26. C: Capacity @CamieRodan | #rockyourbrand
    27. 27. C: Capacity @CamieRodan | #rockyourbrand
    28. 28. A: Audience Who is your ideal client? @CamieRodan | #rockyourbrand
    29. 29. A: Audience @CamieRodan | #rockyourbrand
    30. 30. A: Audience @CamieRodan | #rockyourbrand
    31. 31. A: Audience Know your influencers? @CamieRodan | #rockyourbrand
    32. 32. P: Platform @CamieRodan | #rockyourbrand
    33. 33. The truth: You don’t have to be on Facebook @CamieRodan | #rockyourbrand
    34. 34. P: Platform Information? Tips & Tricks? Twitter, LinkedIn, Google+, Quora Pictures? Instagram, Facebook, Pinterest Video? YouTube, Vine @CamieRodan | #rockyourbrand
    35. 35. Pick one or two social platforms, And rock them! @CamieRodan | #rockyourbrand
    36. 36. What should I talk about? @CamieRodan | #rockyourbrand
    37. 37. 4 Steps to Promote Your Website 1. Your Voice 2. Determine Your CAP 3. Find Your Buckets @CamieRodan | #rockyourbrand
    38. 38. @CamieRodan | #rockyourbrand What are you already talking about?
    39. 39. Find Your Buckets @CamieRodan | #rockyourbrand
    40. 40. Find Your Buckets Sisarina’s Buckets: - Inspiration - DC Events - Branding | Marketing | Websites @CamieRodan | #rockyourbrand
    41. 41. Find Your Buckets @CamieRodan | #rockyourbrand
    42. 42. Find Your Buckets @CamieRodan | #rockyourbrand
    43. 43. @CamieRodan | #rockyourbrand Want to share your buckets?
    44. 44. 4 Steps to Promote Your Website 1. Your Voice 2. Determine Your CAP 3. Find Your Buckets 4. Rock Your Content @CamieRodan | #rockyourbrand
    45. 45. Tip 1: Brand your outlets @CamieRodan | #rockyourbrand
    46. 46. Tip 2: Separate your social @CamieRodan | #rockyourbrand
    47. 47. Tip 3: Do a lot with a little @CamieRodan | #rockyourbrand http://bit.ly/RYBDollarShaveClub
    48. 48. Tip 4: Track your progress @CamieRodan | #rockyourbrand
    49. 49. Tip 5: Don’t be discouraged @CamieRodan | #rockyourbrand
    50. 50. If you build it just right, they will come. @CamieRodan | #rockyourbrand
    51. 51. Questions?
    52. 52. SAY HI! TWEET ME @CamieRodan EMAIL ME camie@sisarina.com GET TIPS at sisarina.com/blog STOP BY WEDNESDAYS: bit.ly/CupofInspiration