• Who are you? • What do you do?• Why does it matter?
Five Steps to Successful Branding 5 Steps to Successful Branding 1. Differentiate 2. Collaborate
Collaborative Models• Hire a large branding firm (effective, but expensive)• Staff an internal team (only if organization can afford to secure the best talent)• Create an integrated team (internal staff + outside experts = excellence)
Five Steps to Successful Branding 5 Steps to Successful Branding 1. Differentiate 2. Collaborate 3. Innovate
Five Steps to Successful Branding 5 Steps to Successful Branding 1. Differentiate 2. Collaborate 3. Innovate 4. Validate
Keyword Research You want to use terms that your clients use to look for your services, not the industry terms you use every day.
Keyword Research Keyword Term Competition Level # Searches/30 days Small business coach Very high 1,000 Small business coaching Very high 1,600 Small business consultant Very high 4,400
Keyword Research Keyword Term Competition # Searches/30 days Level Insulated window unit No competition 0 SEO is a series of adjustments done to the code of individual Insulated windowsto achieve a higher search engine ranking. web pages Very high 2,400 Insulated window Very high 22,200 Insulated glass Very high 33,100 Thermal window Very high 110,000
Now work can begin • Copywriter • Web Developer •Meta tags •Logo and company colors
Google Analytics Google Analytics is code that is put on every page of your site to track: • number of hits • where hits come from • what keywords are driving traffic • which pages are the most popular
Communicate Like a ProA Recipe for Success with BusinessWriting
6 Questions Every Business Story Needs toAnswer Who What Where When How Why
Option 1. “The Cyber Strike Co. of Mansfield, MA, has recently launched the new Fight Back Software to protect nuclear weapons manufacturers against infection from dangerous computer viruses.”
Option 2. “Nuclear weapons manufacturers now have a powerful new weapon in the fight against infection by dangerous computer viruses: the Fight Back Software Program from the Mansfield, MA-based Cyber Strike Company.”
Use the ‘inverted pyramid’ style of writing What happened and to whom? Why is it important? Where did it happen? When did it happen? How did it happen? Quote from source Future plans
Spice up your story with a quote “Melody is a fantastic marketing writer. Shes handled numerous campaigns for my company, Print Buyers International (PBI), for over a year, and its wonderful to have such a skilled professional writer helping promote my firms events and other products,” said PBI President Margie Dana.
Leave your readers hungry for more 1 2Tim Morelli’s photography exhibit will remain ondisplay at SSDP through March 2013. Proceeds fromthe sale of his photos will be donated to the Dana-Farber Cancer Institute where Tim was treated for hiscancer.To learn more about the Art Gallery at SSDP and thecurrent photography exhibit by the late Tim Morelli,visit SSDP’s blog athttp://www.southshorederm.com/blog. 3 -end-
Do you know when to use…• Its – It’s• Their – There – They’re• Who – Whom• Effect – Affect• That – Which• Can – May• Disinterested - Uninterested
“Social networks aren’t about websites. They’re about experiences.” Mike DiLorenzo, NHL social media marketing director
For more information on MarketingUnzipped, contact any of us.Cathy Copeland: Branding & CreativeDirection firstname.lastname@example.orgMonica Bentley: SEO and Web Design email@example.comMelody Howard Ritt: Business Communication firstname.lastname@example.orgJen Vondenbrink: Social Media email@example.com