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MARKETING
FOR THE 21ST CENTURY
A presentation by Kate Austin-Avon
Marketing starts with your brand
1. Branding
2. Content Creation
3. Social Media
4. SEO
What is Branding?
“A Brand is a name, term, sign, symbol or
design, or a combination of them, intended
to identify the goods and services of one
seller or group of sellers and to differentiate
them from those of other sellers.”
— The American Marketing Association
What is Branding?
Your Brand is a promise.
It represents your quality, performance and
other dimensions of value that set you
apart from your competitors
in the minds of your customers.
It's a discipline for how you communicate.
It's the experience your customers have.
What is Branding?
Beyond just your graphics, logo and
marketing, your Brand is also reflected in
your staff, your story, your location, your
online presence, your pricing, your
professionalism, customer service & more.
Every time the public interacts with your
Brand, their experience defines what that
Brand represents.
What is Branding?
WHY should someone choose you?
How do YOU stand out against your
competitors in a crowded marketplace?
Start with what makes you different.
What is Branding?
Here are some local examples.
Ask yourself the same questions:
• Are they familiar?
• Do you trust them?
• Do you spend your money with them?
• Beyond just the logo, what other things are called to mind
when you think about these companies? Think about price,
quality, customer service, charitable efforts, innovation. The
colors and cleanliness of their locations, the uniforms their
employees wear, the friendliness of their staff, their ads, etc.
• What is their Brand message?
• Who are the people who patronize these businesses?
• Do you want to be associated with those people?
Some Local Examples
Some Local Examples
Some Local Examples
Why is Branding Important?
Branding = Trust
Why is Branding Important?
With so many competing businesses
with similar products or services,
consumers need to know which way to go.
Brands add emotion to these
products and services, which creates
a relationship between Brands and
consumers, ensuring Brand loyalty.
Why is Branding Important?
If your brand is clear and effective,
Brand advocates talk favorably about
you and pass on positive word-of-mouth.
In a world that is increasingly influenced
by social recommendation over advertising,
this is positively essential.
An effective Brand:

Delivers a clear message

Confirms your credibility

Connects to your targets emotionally

Motivates the target to act

Creates loyalty
Where to start
Ask yourself these questions:
1. What is the company's back story?
2. What are the features & benefits that my
business offers?
3. Who are my competitors?
4. What makes me different?
5. Who is my target audience?
6. What are they looking for?
7. How can I connect with them emotionally?
Where to start
A professional graphic designer
or marketing agency can help to translate
your answers into images.
You are your biggest brand agent.
Be in control of your brand. Know what it is,
and consciously incorporate it into
everything that your company does.
Your Brand's marketing checklist

Colors

Fonts

Voice/Tone

Logo

Tag line

Website

Tag line

Imagery (photos, graphics, etc.)

Printed Materials (Business cards,
brochures, posters, etc.)

Advertising

Social Networking

Signage

Promotional Items

Email marketing

Vehicle graphics

& more
Consistency is key!
Pick your elements and
stick with them.
Appeal to your target
audience.
Your brand should be more
about who you are now
& where you want to be
than where you've been.
Outbound Marketing
Radio, Newspaper Ads, Trade Shows,
TV Commercials, Flyers, Brochures,
Cold Calling, Telemarketing, Direct Mail
“Traditional Marketing”
Typically more expensive, and less effective
as these unwelcome interruptions
are filtered out through caller ID, satellite
radio, spam filtering, Hulu and Tivo
Inbound Marketing
Social Media, Content Creation,
Ebooks, SEO & Blogging
“New Marketing”
Interactive, two-way communication
Your audience comes to you
You earn attention, rather than paying for it
Intends to entertain or educate
You provide value
Content is King
Content creation is the core of any Inbound
Marketing campaign. Content is the original
video, infographic, blog post or social
media post; the information or tool that
attracts potential customers to your website
or your business.
Content is King
Content curation is on the rise. Carefully
selected content sharing, put into context,
is an essential part of your social media
marketing. Brian Carter of Social Media
Marketing World says to post curated
content 50% of the time, original content
30% of the time and promotional material
20% of the time.
Inbound Marketing
Your audience wants to pay attention to you.
They share your entertaining video.
They follow, share and engage with you on
social media.
They subscribe to your blog or e-newsletter.
They sign up for your webinar.
What is Social Media?
Websites and apps that enable users to
create and share content and participate
in social networking.
• Facebook
• Twitter
• LinkedIn
• Pinterest
• Instagram
• Google+
• YouTube
Why bother?
Increased inbound traffic
Decreased marketing costs
Better search engine rankings
Improved insights
Richer user experience
Overall tips
Show off your excellent customer service.
Look up 17hats or So Delicious for examples of
brands responding right away, and cleverly,
to their potential customer base
Overall tips
Branding is not just your logo and color
scheme. Your tone on social media should
be consistent with your brand image.
Overall tips
Mix it up with links to articles, offers, and more;
not just sales pitches.
Use hashtags to join conversations and be
found. Make up your own!
Facebook
- ESSENTIAL -
By far the biggest social network
1.59 billion monthly active users
Paid ads & boosted posts expand reach
Can be specific with targeting your ads
Handy insights show you who's engaging with
your posts, and when
Facebook Tips
Communicate like a real person. Your
updates are showing up among friends'
updates & family photos
Be relevant, interesting, concise & responsive
Page Likes don't mean much. You need them
to comment, share and like. Ask for input &
make sure your website includes SM links
Facebook Tips
Your cover photo & profile photo get a
farther reach. Make sure their descriptions
are filled in, with links to your website & calls
to action
Add CTA button to your cover photo –
Contact Us • Book Now • Sign Up
Add company milestones to About section
Facebook Tips
Post lots of photos & videos.
You want your photos & videos
apps populated.
They're also the most engaging
types of content.
Facebook Tips
Get more people interacting with your page
so you have a better chance of showing up
in their news feed later on.
Facebook Tips
Storytelling & humor have high appeal
Don't overbearingly sell, sell, sell. Interact,
share articles, post photos, videos, tips,
events, deals, answers to commonly asked
questions from customer service
Be part of your community with what you
share, strategically, and people will notice
Twitter
320 million active users
Platform for breaking news
Can be very viral
Great way to interact with customer base
Twitter tips
Make it a 2-way street: Retweet and favorite
tweets that relate to you or are in line with
your brand message; reply to customers
Live tweet events at your company
Find out what's trending and get in on it
Use @ to tag celebs or other Twitter accounts
LinkedIn
Where business takes place;
More serious than FB and Twitter
Use it to scout and recruit employees
Best for B2B
Write blog posts to establish yourself as the
leading expert in your field
LinkedIn
Use LinkedIn Groups to listen to your market
Make the most of your company profile by
filling in all the sections, especially the
keywords. Upload YouTube videos,
SlideShare presentations and other media,
or set your Twitter and FB updates to
automatically post to LinkedIn (though be
aware of the difference in tone)
LinkedIn
Build your business's reputation
by asking for recommendations
People do pay attention to these!
Instagram
Where millennials are hanging out
Especially effective for visually based
businesses — it's a place for artistic,
awesome photos, not stock imagery
Make sure your photos are excellent
Use relevant, popular hashtags
Instagram
Reward your followers
Showcase the behind-the-scenes of the
business and celebrate your staff
Make use of the video functionality
Pinterest
People are making shopping decisions on
Pinterest, saving their favorite things and
actually making purchases based
on their pinboards
People spend HOURS on Pinterest
Ideal for products, especially ones targeted
toward women
YouTube
Owned by Google and is the second largest
search engine (after Google)
Important to produce videos of high quality,
with engaging, inviting content
1billion+ unique visitors per month
YouTube
Embed your videos on your website to reach
both YouTube audience as well as visitors.
Make sure your content is mobile friendly
Make content, not ads. Nobody wants to
watch an ad. Check out Dollar Shave Club
for a company intro video done right
A single person should appear in most of your
videos. People connect with people
YouTube
Push people to your website. Include a link in
the first line of the video description, in the
about section and in the
header of your channel
Collaborate with an already established
creator. Most YouTube talent have contact
info and some even have managers
Google+
Another essential. When it comes to SEO,
Google+ (Google MyBusiness) is necessary,
as it comes right up on the side
of search results
Fill out your profile thoroughly, with photos,
links to your website, some status updates,
and verify your address
Google+
Integrates with Google Maps as well, making
it easy for mobile users to get directions, call
you, view your open hours, view your menu
or find your website
www.google.com/mybusiness
SEO
The more links (and social links) pointing to
your site, the better. Use those social
profiles!
Buy a domain name like
lakegeorgearcade.com rather than your
company name
Make sure you enter a thoughtful meta
description, and title your pages using
keywords you want to be found for
SEO
Get blogging! Search engines – and real
people – like to see fresh content on your
website on a regular basis. Auto-feed it to
your home page for an extra boost.
Responsive design is important.
SEO
A fast-loading website rates higher in search
results.
Register your domain name for a number of
years at a time; “age” of domain names
matters in your rankings.
Try to rank for long tail keywords, where you
have less competition.
Questions?
Ask away!

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Marketing for the 21st Century

  • 1. MARKETING FOR THE 21ST CENTURY A presentation by Kate Austin-Avon
  • 2. Marketing starts with your brand 1. Branding 2. Content Creation 3. Social Media 4. SEO
  • 3. What is Branding? “A Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” — The American Marketing Association
  • 4. What is Branding? Your Brand is a promise. It represents your quality, performance and other dimensions of value that set you apart from your competitors in the minds of your customers. It's a discipline for how you communicate. It's the experience your customers have.
  • 5. What is Branding? Beyond just your graphics, logo and marketing, your Brand is also reflected in your staff, your story, your location, your online presence, your pricing, your professionalism, customer service & more. Every time the public interacts with your Brand, their experience defines what that Brand represents.
  • 6. What is Branding? WHY should someone choose you? How do YOU stand out against your competitors in a crowded marketplace? Start with what makes you different.
  • 7. What is Branding? Here are some local examples. Ask yourself the same questions: • Are they familiar? • Do you trust them? • Do you spend your money with them? • Beyond just the logo, what other things are called to mind when you think about these companies? Think about price, quality, customer service, charitable efforts, innovation. The colors and cleanliness of their locations, the uniforms their employees wear, the friendliness of their staff, their ads, etc. • What is their Brand message? • Who are the people who patronize these businesses? • Do you want to be associated with those people?
  • 11. Why is Branding Important? Branding = Trust
  • 12. Why is Branding Important? With so many competing businesses with similar products or services, consumers need to know which way to go. Brands add emotion to these products and services, which creates a relationship between Brands and consumers, ensuring Brand loyalty.
  • 13. Why is Branding Important? If your brand is clear and effective, Brand advocates talk favorably about you and pass on positive word-of-mouth. In a world that is increasingly influenced by social recommendation over advertising, this is positively essential.
  • 14. An effective Brand:  Delivers a clear message  Confirms your credibility  Connects to your targets emotionally  Motivates the target to act  Creates loyalty
  • 15. Where to start Ask yourself these questions: 1. What is the company's back story? 2. What are the features & benefits that my business offers? 3. Who are my competitors? 4. What makes me different? 5. Who is my target audience? 6. What are they looking for? 7. How can I connect with them emotionally?
  • 16. Where to start A professional graphic designer or marketing agency can help to translate your answers into images. You are your biggest brand agent. Be in control of your brand. Know what it is, and consciously incorporate it into everything that your company does.
  • 17. Your Brand's marketing checklist  Colors  Fonts  Voice/Tone  Logo  Tag line  Website  Tag line  Imagery (photos, graphics, etc.)  Printed Materials (Business cards, brochures, posters, etc.)  Advertising  Social Networking  Signage  Promotional Items  Email marketing  Vehicle graphics  & more Consistency is key! Pick your elements and stick with them. Appeal to your target audience. Your brand should be more about who you are now & where you want to be than where you've been.
  • 18. Outbound Marketing Radio, Newspaper Ads, Trade Shows, TV Commercials, Flyers, Brochures, Cold Calling, Telemarketing, Direct Mail “Traditional Marketing” Typically more expensive, and less effective as these unwelcome interruptions are filtered out through caller ID, satellite radio, spam filtering, Hulu and Tivo
  • 19. Inbound Marketing Social Media, Content Creation, Ebooks, SEO & Blogging “New Marketing” Interactive, two-way communication Your audience comes to you You earn attention, rather than paying for it Intends to entertain or educate You provide value
  • 20. Content is King Content creation is the core of any Inbound Marketing campaign. Content is the original video, infographic, blog post or social media post; the information or tool that attracts potential customers to your website or your business.
  • 21. Content is King Content curation is on the rise. Carefully selected content sharing, put into context, is an essential part of your social media marketing. Brian Carter of Social Media Marketing World says to post curated content 50% of the time, original content 30% of the time and promotional material 20% of the time.
  • 22. Inbound Marketing Your audience wants to pay attention to you. They share your entertaining video. They follow, share and engage with you on social media. They subscribe to your blog or e-newsletter. They sign up for your webinar.
  • 23. What is Social Media? Websites and apps that enable users to create and share content and participate in social networking. • Facebook • Twitter • LinkedIn • Pinterest • Instagram • Google+ • YouTube
  • 24. Why bother? Increased inbound traffic Decreased marketing costs Better search engine rankings Improved insights Richer user experience
  • 25. Overall tips Show off your excellent customer service. Look up 17hats or So Delicious for examples of brands responding right away, and cleverly, to their potential customer base
  • 26. Overall tips Branding is not just your logo and color scheme. Your tone on social media should be consistent with your brand image.
  • 27.
  • 28.
  • 29. Overall tips Mix it up with links to articles, offers, and more; not just sales pitches. Use hashtags to join conversations and be found. Make up your own!
  • 30. Facebook - ESSENTIAL - By far the biggest social network 1.59 billion monthly active users Paid ads & boosted posts expand reach Can be specific with targeting your ads Handy insights show you who's engaging with your posts, and when
  • 31. Facebook Tips Communicate like a real person. Your updates are showing up among friends' updates & family photos Be relevant, interesting, concise & responsive Page Likes don't mean much. You need them to comment, share and like. Ask for input & make sure your website includes SM links
  • 32. Facebook Tips Your cover photo & profile photo get a farther reach. Make sure their descriptions are filled in, with links to your website & calls to action Add CTA button to your cover photo – Contact Us • Book Now • Sign Up Add company milestones to About section
  • 33. Facebook Tips Post lots of photos & videos. You want your photos & videos apps populated. They're also the most engaging types of content.
  • 34. Facebook Tips Get more people interacting with your page so you have a better chance of showing up in their news feed later on.
  • 35. Facebook Tips Storytelling & humor have high appeal Don't overbearingly sell, sell, sell. Interact, share articles, post photos, videos, tips, events, deals, answers to commonly asked questions from customer service Be part of your community with what you share, strategically, and people will notice
  • 36. Twitter 320 million active users Platform for breaking news Can be very viral Great way to interact with customer base
  • 37. Twitter tips Make it a 2-way street: Retweet and favorite tweets that relate to you or are in line with your brand message; reply to customers Live tweet events at your company Find out what's trending and get in on it Use @ to tag celebs or other Twitter accounts
  • 38. LinkedIn Where business takes place; More serious than FB and Twitter Use it to scout and recruit employees Best for B2B Write blog posts to establish yourself as the leading expert in your field
  • 39. LinkedIn Use LinkedIn Groups to listen to your market Make the most of your company profile by filling in all the sections, especially the keywords. Upload YouTube videos, SlideShare presentations and other media, or set your Twitter and FB updates to automatically post to LinkedIn (though be aware of the difference in tone)
  • 40. LinkedIn Build your business's reputation by asking for recommendations People do pay attention to these!
  • 41. Instagram Where millennials are hanging out Especially effective for visually based businesses — it's a place for artistic, awesome photos, not stock imagery Make sure your photos are excellent Use relevant, popular hashtags
  • 42. Instagram Reward your followers Showcase the behind-the-scenes of the business and celebrate your staff Make use of the video functionality
  • 43. Pinterest People are making shopping decisions on Pinterest, saving their favorite things and actually making purchases based on their pinboards People spend HOURS on Pinterest Ideal for products, especially ones targeted toward women
  • 44. YouTube Owned by Google and is the second largest search engine (after Google) Important to produce videos of high quality, with engaging, inviting content 1billion+ unique visitors per month
  • 45. YouTube Embed your videos on your website to reach both YouTube audience as well as visitors. Make sure your content is mobile friendly Make content, not ads. Nobody wants to watch an ad. Check out Dollar Shave Club for a company intro video done right A single person should appear in most of your videos. People connect with people
  • 46. YouTube Push people to your website. Include a link in the first line of the video description, in the about section and in the header of your channel Collaborate with an already established creator. Most YouTube talent have contact info and some even have managers
  • 47. Google+ Another essential. When it comes to SEO, Google+ (Google MyBusiness) is necessary, as it comes right up on the side of search results Fill out your profile thoroughly, with photos, links to your website, some status updates, and verify your address
  • 48. Google+ Integrates with Google Maps as well, making it easy for mobile users to get directions, call you, view your open hours, view your menu or find your website www.google.com/mybusiness
  • 49.
  • 50. SEO The more links (and social links) pointing to your site, the better. Use those social profiles! Buy a domain name like lakegeorgearcade.com rather than your company name Make sure you enter a thoughtful meta description, and title your pages using keywords you want to be found for
  • 51. SEO Get blogging! Search engines – and real people – like to see fresh content on your website on a regular basis. Auto-feed it to your home page for an extra boost. Responsive design is important.
  • 52. SEO A fast-loading website rates higher in search results. Register your domain name for a number of years at a time; “age” of domain names matters in your rankings. Try to rank for long tail keywords, where you have less competition.

Editor's Notes

  1. Let's hear from you. Who are you? Let's go around the room. What's your name and what's your business. Give me your elevator speech.About Advokate: - Started out in 2010 as a honey-do man for artists and art-related businesses and has grown into a marketing, PR, web and graphic design firm with clients like the Town of Lake George, City of Glens Falls, Charles R. Wood Theater, Chronicle Newspaper and hundreds of others. My favorite folks are just starting their business. - My background is in art. I came to Glens Falls not knowing anybody, and was an art student. Went to LARAC seminar with Ken Wheeler on how to brand yourself as an artist, took it and ran. Before long people were calling me an artist, where before I had only been an art student. The big power of marketing had a grip on me. - What's my brand? I'm down to earth, self-taught, young, maybe a little goofy to talk to, specializes in running on a shoestring with spit and cardboard and can teach you to DIY bu talso capable of producing quality work.