The document outlines best practices for marketing and branding across various channels, highlighting the importance of strong visuals, clear navigation, and user-friendly content to enhance engagement and conversions. It discusses the role of social media, blogging, and email marketing, emphasizing the need to provide valuable content and utilize performance tracking metrics to drive leads. Additionally, it covers technical aspects such as mobile optimization and the significance of key performance indicators (KPIs) for measuring marketing success.

2. • Marketing
• Branding
• MCA Gold
•Web
• Social Media
• Tracking ROI

3. • The way you answer the phone
• The way your vans look
• Every piece of printed material
• Your website
• Social media
• Your presentations

5. • Who you are
• Your core values
• How customers see you

10. 95% of shoppers recognize the seal
85% will buy because of the seal

11. Green = the color of money

13. =

14. How to use the logo
• On signage
• On your website
• On your social
media pages
• On your letterhead
• On direct mail
• Ads in publications
• And more…

17. Best practices
• Powerful and engaging
graphics and content

18. Best practices
• Powerful and engaging
graphics and content
• First impression =
First message

19. Best practices
• Powerful and engaging
graphics and content
• First impression =
First message
• Clear direction and
navigation

20. Best practices
• Powerful and engaging
graphics and content
• First impression =
First message
• Clear direction and
navigation
• Showcase your most
important content

21. Best practices
• Useful and clear

22. Best practices
• Useful and clear
• Helps visitors get
around, increases
pageviews per visit

23. Best practices
• Useful and clear
• Helps visitors get
around, increases
pageviews per visit
• Make important
content easy to reach

24. Best practices
• Useful and clear
• Helps visitors get
around, increases
pageviews per visit
• Make important
content easy to reach
• Group similar content
pages

25. Best practices
• Needs to make sense
for the user

26. Best practices
• Needs to make sense
for the user
• Increase SEO and page
rank

27. Best practices
• Needs to make sense
for the user
• Increase SEO and page
rank
• Don’t overwhelm users

28. Best practices
• Needs to make sense
for the user
• Increase SEO and page
rank
• Don’t overwhelm users
• Stay out of the users
way

29. Best practices
• Make it useful and
interesting

30. Best practices
• Make it useful and
interesting
• Keep paragraphs short

31. Best practices
• Make it useful and
interesting
• Keep paragraphs short
• Integrate bullets,
graphics and video

32. Best practices
• Make it useful and
interesting
• Keep paragraphs short
• Integrate bullets,
graphics and video
• Provide information
the user wants, not
what you want

33. Best practices
• Use referrals when
available

34. Best practices
• Use referrals when
available
• Keep content fresh

35. Best practices
• Use referrals when
available
• Keep content fresh
• Should follow the tone
of the brand

36. Best practices
• Users expect and
prefer images and
video

37. Best practices
• Users expect and
prefer images and
video
• Images are universal

38. Best practices
• Users expect and
prefer images and
video
• Images are universal
• Instantly create
emotional response

39. Best practices
• Users expect and
prefer images and
video
• Images are universal
• Instantly create
emotional response
• Quality and size of
images are important

40. Best practices
• Users expect and
prefer images and
video
• Images are universal
• Instantly create
emotional response
• Quality and size of
images are important
• Helps break up content

41. Best practices
• Integrate YouTube

42. Best practices
• Integrate YouTube
• People would rather
watch than read

43. Best practices
• Integrate YouTube
• People would rather
watch than read
• Users trust people, not
content blocks

44. Best practices
• Integrate YouTube
• People would rather
watch than read
• Users trust people, not
content blocks
• Human voice =
meaningful content

45. Best practices
• Integrate YouTube
• People would rather
watch than read
• Users trust people, not
content blocks
• Human voice =
meaningful content
• Can show emotion and
grab attention

46. Best practices
• Integrate YouTube
• People would rather
watch than read
• Users trust people, not
content blocks
• Human voice =
meaningful content
• Can show emotion and
grab attention
• Helps SEO

47. Best practices
• Visible on every page

48. Best practices
• Visible on every page
• Make it easy, provide
options

49. Best practices
• Visible on every page
• Make it easy, provide
options
• Very important on
mobile

50. Best practices
• Visible on every page
• Make it easy, provide
options
• Very important on
mobile
• Address is important

51. Best practices
• Visible on every page
• Make it easy, provide
options
• Very important on
mobile
• Address is important
• Reply in a timely
manner

52. Best practices
• Convert visitors into
leads/customers

53. Best practices
• Convert visitors into
leads/customers
• Provide value to your
customer

54. Best practices
• Convert visitors into
leads/customers
• Provide value to your
customer
• Start a relationship,
gather information

55. Best practices
• Convert visitors into
leads/customers
• Provide value to your
customer
• Start a relationship,
gather information
• Set up contact form

56. Best practices
• Make it easy to find

57. Best practices
• Make it easy to find
• Don’t make it
overwhelming

58. Best practices
• Make it easy to find
• Don’t make it
overwhelming
• Use the information
you receive

59. Best practices
• Important for content
heavy sites

60. Best practices
• Important for content
heavy sites
• MCA has more than
450 pages

61. Best practices
• Important for content
heavy sites
• MCA has more than
450 pages
• Helps users who are in
a hurry

62. Best practices
• Important for content
heavy sites
• MCA has more than
450 pages
• Helps users that are in
a hurry
• Can integrate into CMS

63. Best practices
• Smartphone and tablet
usage is increasing

64. Best practices
• Smartphone and tablet
usage is increasing
• Users browse with
intent on mobile

65. Best practices
• Smartphone and tablet
usage is increasing
• Users browse with
intent on mobile
• Needs to work on any
device

66. Best practices
• Smartphone and tablet
usage is increasing
• Users browse with
intent on mobile
• Needs to work on any
device
• Bigger buttons

67. Best practices
• Smartphone and tablet
usage is increasing
• Users browse with
intent on mobile
• Needs to work on any
device
• Bigger buttons
• Easy and clear
navigation

68. Best practices
• Less cluttered

69. Best practices
• Less cluttered
• Contrast from light to
dark

70. Best practices
• Less cluttered
• Contrast from light to
dark
• Mobile website verses
responsive design

71. Best practices
• Less cluttered
• Contrast from light to
dark
• Mobile website verses
responsive design
• Click to call
functionality

72. Best practices
• Less cluttered
• Contrast from light to
dark
• Mobile website verses
responsive design
• Click to call
functionality
• Email address option

73. Best practices
• Important to see
performance

74. Best practices
• Important to see
performance
• See what topics/pages
are popular

75. Best practices
• Important to see
performance
• See what topics/pages
are popular
• Understand who is
visiting

76. Best practices
• Important to see
performance
• See what topics/pages
are popular
• Understand who is
visiting
• Help guide
improvements

77. Best practices
• Important to see
performance
• See what topics/pages
are popular
• Understand who is
visiting
• Help guide
improvements
• How are people
finding your site

80. • Drive leads to your
website

81. • Drive leads to your
website
• Increase search
engine
optimization

82. • Drive leads to your
website
• Increase search
engine
optimization
• Greater visibility,
top-of-mind
awareness

83. • Drive leads to your
website
• Increase search
engine optimization
• Greater visibility,
top-of-mind
awareness
• Position your
business as a leader

84. Sharing expertise in the form of
social media updates, blog posts, whitepapers
and infographics to drive inbound leads

86. Personal profile
• Fill out your
summary,
experience,
education

87. Personal profile
• Fill out your
summary,
experience,
education
• Add a
professional
profile picture
and background

88. Personal profile
• Connect with
colleagues,
clients, people
you’d like to do
business with

89. Personal profile
• Connect with
colleagues,
clients, people
you’d like to do
business with
• Join groups that
relate to your
industry

90. Business profile
• Fill out your
profile,
specialties and
web address

91. Business profile
• Fill out your
profile,
specialties and
web address
• Add an image
and square
logo that
represent your
brand

92. Business profile
• Post updates
regularly with
industry and
company news

93. Business profile
• Post updates
regularly with
industry and
company news
• Use ads to
target the
types of people
you’d like to do
business with

94. What is blogging?
• Releasing
articles on a
regular basis
that share
industry
expertise in
bite-sized
chunks

95. What is blogging?
• A way to drive
traffic to other
areas of your
website

96. What is blogging?
• A way to
increase
inbound leads
and ROI
Source: HubSpot

97. What blogging
isn’t?
• A place to post
press releases
• A place to
promote your
services
• A hard sales
pitch
Source: HubSpot

98. How to create a blog
• Work with your
website designer,
programmer or
agency
• Or create a blog
using
Wordpress.org

99. What to include
• Social share icons

100. What to include
• Social share icons
• An email sign up
form

101. What to write about
• Answers to
common
questions your
clients have
Source: HubSpot Editorial Calendar

102. What to write about
• Answers to
common
questions your
clients have
• Industry
developments
Source: HubSpot Editorial Calendar

103. What to write about
• Answers to
common
questions your
clients have
• Industry
developments
• Areas of expertise
that differentiate
your company
Source: HubSpot Editorial Calendar

104. What to write about
• Keep posts
between 300 to
500 words

105. What to write about
• Keep posts
between 300 to
500 words
• Include a call to
action at the end

106. What to write about
• Keep posts
between 300 to
500 words
• Include a call to
action at the end
• Use a visual with
each post

107. What is slideshare?
• A platform for
easily sharing
presentations,
whitepapers and
infographics

108. What is slideshare?
• A platform for
easily sharing
presentations,
whitepapers and
infographics
• Easily embed
presentations on
your website or
blog

109. What is slideshare?
• Easily share
presentation
slides after a
conference
Download and print today’s presentation at
www.slideshare.net/NehlsenComm

110. 75 percent
The number of executives who watch
business-related videos once a week

111. 75 percent
The number of executives who watch
business-related videos once a week
50 times
The increase in the chance of
appearing on the first page of
search results when video
is included on a website

112. 75 percent
The number of executives who watch
business-related videos once a week
50 times
The increase in the chance of
appearing on the first page of
search results when video
is included on a website
80 percent
The increase in conversions on landing
pages when video is included

113. What to put on YouTube
• Videos you want to
embed on your
website

114. What to put on YouTube
• Videos you want to
embed on your
website
• A video about your
company

115. What to put on YouTube
• Videos you want to
embed on your
website
• A video about your
company
• Videos about your
company’s services

116. What to put on YouTube
• Videos you want to
embed on your
website
• A video about your
company
• Videos about your
company’s services
• Videos showcasing
industry knowledge

117. What is Twitter
• A mirco-blogging
platform for
sharing real-time
updates

118. What is Twitter
• A mirco-blogging
platform for
sharing real-time
updates
• Can be used
successfully for
B2B marketing

119. Twitter terms
Tweet: A status
update that is 140
characters or less

120. Twitter terms
Hashtag: A term that
is associated with an
event or topic that is
preceded by #.
#SkilledTrade is an
example of a
hashtag

121. Twitter terms
@: Reply to a tweet
by putting the @
sign before a Twitter
handle
@NehlsenComm

122. Twitter terms
RT: A retweet is
when someone
shares another
user’s tweet with
their followers

123. Twitter terms
Direct Message:
Also known as a
DM. Allows you to
send a private
message to a
Twitter user

124. How to use Twitter
• Fill out your
profile
completely

125. How to use Twitter
• Fill out your
profile
completely
• Use a
professional
photo or logo

126. How to use Twitter
• Fill out your
profile
completely
• Use a
professional
photo or logo
• Add a header
that represents
your brand

127. How to use Twitter
• Follow
colleagues,
competitors,
industry leaders,
clients and trade
publications

128. How to use Twitter
Five to one rule:
Reply or retweet
five times as often
as you post your
own content

129. How to use Facebook
• Visit the “Settings”
tab and fill out as
much information
as possible

130. How to use Facebook
• Visit the “Settings”
tab and fill out as
much information
as possible
• Make sure to
create a custom
url for your page

131. How to use Facebook
• Add a cover photo
that represents
your brand

132. How to use Facebook
• Add a cover photo
that represents
your brand
• Use a profile
picture that is a
square version of
your logo

134. What is email
marketing?
• Staying engaged
with your core
customers
and leads to
create and
maintain
top-of-mind
awareness

135. How to get started
• Using and Excel
spreadsheet,
compile a list of
clients, potential
clients and
former clients
you’d like to work
with again

136. How to get started
• Upload the list
into an email
provider such as
MailChimp or
Constant Contact

137. How to get started
• Create an email
template with
your brand
images, fonts and
colors

138. How to get started
• Start sending emails
that highlight
products, services,
share company
news and blog
content
• Always include
multiple links back
to the website

140. What is a KPI?
• Short for Key
Performance Indicator

141. What is a KPI?
• Short for Key
Performance Indicator
• Should be a
benchmark that can
be measured in leads
or revenue

142. What is a KPI?
• Short for Key
Performance Indicator
• Should be a
benchmark that can
be measured in leads
or revenue
• Facebook fans and
website traffic are
not KPIs

143. Track revenue from a
single campaign
• Create a spreadsheet
of all leads

144. Track revenue from a
single campaign
• Create a spreadsheet
of all leads
• Track follow-ups

145. Track revenue from a
single campaign
• Create a spreadsheet
of all leads
• Track follow-ups
• Track which leads
turned into RFPs

146. Track revenue from a
single campaign
• Create a spreadsheet
of all leads
• Track follow-ups
• Track which leads
turned into RFPs
• Track which leads
turned into contracts

147. Track revenue from a
single campaign
• Create a spreadsheet
of all leads
• Track follow-ups
• Track which leads
turned into RFPs
• Track which leads
turned into contracts
• Track total revenue

148. • The percentage of RPFs that turn into contracts is
the lead-to-sale ratio
Contracts signed
RFPs received
= Lead-to-sale ratio
Lead-to-sale ratio

149. Lead-to-sale ratio
• The percentage of RPFs that turn into contracts is
the lead-to-sale ratio
• Multiply lead-to-sale ratio by the revenue from and
average contract to get estimated ROI
Contracts signed
RFPs received
= Lead-to-sale ratio
Lead-to-sale ratio X revenue from average contract = Estimated ROI

150. Increased RFPs/Contracts
• Set up conversion goals in Google Analytics

151. Increased RFPs/Contracts
• Set up conversion goals in Google Analytics
• Track assisted conversions and direct conversions

152. Increased RFPs/Contracts
• Set up conversion goals in Google Analytics
• Track assisted conversions and direct conversions
• Determine which source delivered the most leads