Building a brand that sells
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This is a presentation I gave to early stage startups as part of an incubator program. You can email me if you want the speaker notes of if you have questions.
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Building a brand that sells
- 1. BUILDING A BRAND THAT SELLS JC GOMBEAUD – VIRTUALCMO.EU 2017
- 2. MARKETING IS COMMON SENSE In common sense, there is sense In common sense, there is common
- 3. EVERYONE IS A MARKETER Who are your marketers? How can they help? How can you help? How do you make it efficient?
- 4. THE MARKETING TOOL BOX - PART1 The must have, don’t even think starting your business without them: - Content: bylines, presentation, training, videos, comments - Sales collateral: one pager, full deck, case studies - Website - Social Media page
- 5. START BY WRITING FOR YOUR AUDIENCE It’s not about you, it’s about your audience. You have one story, but many audiences, make it clear for each one. Be technical enough to be recognised as an expert and simple enough to be understood. Assume people don’t know what your solution is about and they don’t know its benefit. Remember that they will have to repeat your story.
- 6. WRITE A SOLID STORY Create fuel for conversation Stories that reflect your opinion Stories backed by data and references Be positive and focus on achieving growth rather than avoiding problems No need to seed problems people may not know about
- 7. WRITE WITH STYLE Use active and positive form Be yourself Write like Flaubert
- 8. THE MARKETING TOOL BOX - PART2 The must have, don’t even think starting your business without them: - Content: bylines, presentation, training, videos, comments - Sales collateral: one pager, full deck, case studies - Website - Social Media page When you want to extend your list of prospects and clients: - Paid ads - Email marketing - Events: conferences, fairs, hackathons, workshop with users - PR
- 9. FIRST, YOU MUST MEASURE EVERYTHING So, what is your KPI, how do you measure it?
- 10. AIDA IS A CLASSIC MARKETING MODEL
- 11. START WHERE YOU ARE EXPECTED Where are people looking for answers to problems you solve? Where do they engage with your competitors?
- 12. WRITE A GOOD BRIEF Context Target Main goal, and how do you measure it? Secondary goal (optional) Format and life expectancy How can you scale it? Budget Planning
- 13. ADVERTISING: START WITH THE PLATFORMS Self served native platforms: Search, Facebook, Twitter, Linkedin, Yahoo Gemini… Focus on copy writing and the landing page Launch, measure, improve
- 14. INSIDER TIPS ON PPC CTR/Quality is important or your ad won’t be shown Think about who you are bidding against The algorithm are getting smarter Understand the KPI and the targeting Don’t fall for vanity metrics
- 15. EMAIL MARKETING Where is your database? What is in there? When and with which frequency to communicate?
- 16. EVENTS Wether you are on the stage or in the audience: What’s the story? What’s the next step?
- 17. YOU ARE NOW EQUIPPED TO BUILD A BRAND THAT SELLS! JC GOMBEAUD JC@VIRTUALCMO.EU
Editor's Notes
- I like to think about marketing as the five senses. Marketing is often limited to the voice shaping and delivering the message that explains what you do, and why people should change their habits to use your service. Getting that message to the right audiences. This is what everyone gets. The marketing function is also about: Listening to the market (clients, competitive offers, environment) Finding trends and identifying threats and opportunities Controlling and measuring that you have the right insights and that your actions are achieving the right objectives Marketing is also about alignement. Everyone in your org needs to be aligned around those values, what you do and what is special about it. Everything needs to reflect this mission and particularities: your logo, your sales pitch, your website, your interface
- Identify your marketers: the usual suspects (marketing, sales, coms), people who have trusted you (investors, clients, employees), people who like you (friends, family), people who needs you (suppliers, trade bodies…) They can help by giving you feedback (but they are usually very kind), they can promote your service, bring more clients For that, they need to have the right tools: a message simple enough for Chinese whispers, and a call to action (just in case they have been great at raising interest for your activity, where should they send the prospect).
- Everything you need to market and get people marketing for you
- Flaubert, great classical French writer, had a gueuloir, a shouting room where he was shouting what he was writing to be sure it sounded great. Try that on your material, read them out (very) loud and see how good that sounds, you will be surprise!
- Everything you need to market and get people marketing for you
- You must measure everything: - To have clear goals - To know what works - To improve what works, kill what doesn’t And feed the pipe What are your KPIs: Revenue must be your final KPI You can have other KPI if you know how they generate revenue, they can be: Incoming calls, email, leads Reach if you can measure the quality and how you can get leads from them Aida will help you
- Marketing is not just business school bullshit. There are some very helpful and plain models. AIDA is my favorite because it helps you asking the right question, being in the shoes ofd your customer. So how does it work: Awareness: People are more likely to buy from brands they have heard of, so make yourself heard Interest: And generate interest for the product/solution your are selling. Depending on how unique it is, make sure that this interest drives to you and not to your competitors Desire: Once they are interested they need to understand how it can be of use/benefit to them, create desire for your product Action: because everything you do is for an action, what is the next step to start doing business with you The AIDA model is very simple and easy to use. For every campaign you run, score your plan against each of the pillars. How can your plan bring: more awareness (how can it scale more, how can it be bigger…) More interest and desire: what’s your hook, how big is it Action: how clear is the next step, how do you drive to action NOW
- Website, forum, Facebook, twitter, Linkedin, professional forum, trade bodies, fair….
- It is important for you to write a good brief, it will force you to formulate the campaign and will help you and your team and partners to be more creative. A brief can also be a contract with your creative agency and designer, beyond subjective element, does the creative meets what you want. A brief should have the following elements: Context: what’s going on with your industry, your brand, your product, your clients Target: who is this campaign aiming, list all group of people they can be investors, segments of clients… Main goal: what is the one thing you want to achieve, and how are you going to measure it You can have a secondary goal, but there is no way a campaign can effectively achieve more than two things Format: what formats do you need, i.e. banner, video, email, print, events…. And how long are you going to use them Scale: how can you make it bigger. For example if you organise an event, you can run a campaign to promote it, have it filmed, write an article about what was said… Budget: this is pretty self explanatory Planning: when are each steps due and who is accountable for each of them
- Platforms such as Search and Social Media are great because they are easy to use, to measure and the creative assets are pretty basics They are on a PPC basis (Pay Per Click) so you are in control of how much you spend and you only pay if it works Launch the campaign, see the results, adjust the creative, measure, adjust….
- Platforms usually have a quality score which is how they measure the CTR (Click Through Rate) of your campaign. It is super important because platforms only get paid when people click, they want to make sure that the ads they are showing will be clicked. If your ad is not relevant with the targeting or is create enough desire/action (go check with AIDA) it won’t be shown Think about who you are bidding against, if a lot of people bid or can make a lot of money with the clicks you will end up paying a lot. Can you compete against booking.com or a car manufacturer. Probably not, be smarter if you aim at travellers or car buyers. Trust the algorithm, sometimes little targeting is very effective and the algorithm will understand who to show your ad to. But always make sure that clicks will be relevant, especially as certain region are less demanded. For example LATAM and APAC is cheaper than Europe, if you are only interested in some territories, have at least that in your targeting Understand the KPI and the targeting, never assume what the definition of a region or interest is, click on those Learn More links And please, don’t fall for vanity metrics. What is a reach, a view or a like bringing to you, think lead and revenue.
- Before becoming a sponsor at an event, think about the benefit you will have by just going there and talking to people in the audience. If you sponsor, you should be a speaker, and even better try to be a speaker without sponsoring