Marketing your brand on the internet

© 2012 CAPBuilder Network Group All rights reserved
YOUR BRAND AND
DIGITAL MEDIA MARKETING
1

Presentation Topics
• First Impressions
• Building Your Brand
• Social Media Marketing
Strategies
2

Your Presenter
3

Marc Parham, Radio Show Host, MC/Speaker, Infopreneur
4

YOUR BRAND AND
DIGITAL MEDIA MARKETING
5

Presentation Topics
• First Impressions
• Building Your Brand
• Social Media Marketing Strategies
6

First Impressions
7

FIRST IMPRESSIONS
You never get a second
chance to make a first
impression.
-Will Rogers

FIRST IMPRESSION FACTS
• 1990’s 45
seconds
• 2011 7
seconds
• 2015 3
seconds

When one person first
encounters another
person/brand and
forms a MENTAL
IMAGE
of that person/brand.
What is a first impression?

Graphic Description Text Description
A plane figure with four
equal straight sides and
four right angles.
Which one did you process first?

Being

BeingSocial Media is OBSESSED with
IMAGES
because WE are wired for them.

Visual Social Media Savvy

Your Personal Image/Avatar

SYNCHRONIZE YOUR BRAND
(Utilize your cover space)
YOUTUBE TWITTER

Use photos
on Social
Media
posts!
F
A
C
E
B
O
O
K

PINTEREST INSTAGRAM
*Pinterest has the least amount of users (of the social media outlets
posted here) but generates more referral traffic for business than
Google+, YouTube, and LinkedIn combined.

LinkedIn
Utilizing
VIDEO and
PHOTOS
(always with
logo)

RESOURCES
Use Your Phone for
video.
Download Images
straight from the web
Use your editing
software (Windows or
Mac) for videos.

BUILDING YOUR BRAND
22

A brand's positioning is
the place in consumers' minds
that you want your brand to
own—the benefit you want them
to think of when they think of
your brand.

A strong brand position means the brand
has a unique, credible, sustainable, and
valued place in customers' minds.
Good positioning gives you the direction
required to focus the organization and focus
your strategic efforts.

A good positioning is a single idea to be
communicated to your customers.
It revolves around a benefit that helps your product
or service stand apart from the competition.

Disney
Wal – Mart
Fedex
McDonalds
Apple
Google
Toyota
Family Fun Entertainment
Low Prices and Good Values
Guaranteed Overnight Delivery
Food and Fun
Innovation
Simplicity
Reliability

© 2012 CAPBuilder Network Group All rights reserved 27
UNIQUE SELLING PROPOSITION
EXAMPLES

A well-crafted brand positioning has three
primary components:
• A definition of the target market you wish to
pursue
• A definition of the business your company is in or
the industry or category it competes in
• A statement of your point of difference and key
benefits

The Five Principles of Effective
Positioning
Fit : Seek to leverage strengths of existing
brand position
Value : Focus on the perceived benefits
that customers value, as determined by the
customer model
Uniqueness : Go where the competitors
are not.

The Five Principles of Effective
Positioning
Sustainability : Maximize the length of
time this positioning can be owned within
the competitive set
Credibility : Get a credible fit between who
you are and the supplier predicated by the
customer model.

Digital and Social Media
Marketing

Marketing Communication Mix
Advertising
Promotion
Public
Relation
Direct
Sales

AIDA of Advertising
Attention
Interest
Desire Action

AIDA of Advertising
ATTENTION
• You must first capture the viewer’s
attention — an essential component of
any ad campaign.
• Most campaigns rely on a mix of visual
stimuli to accomplish this, using
images to help an ad stand out and
create a lasting impression.
• Text is then employed to further grab
attention, enticing the reader to
continue reading in search of more
information.

AIDA of Advertising
INTEREST
• Consumers don't actually
need most of the products
they buy but think they do.
• Being able to establish a
need in the mind of a
consumer is the cornerstone
of an effective ad campaign.
• Creating a personal link
helps build trust; hinting at
something special to come
cements their interest in what
you have to say.

AIDA of Advertising
DESIRE
• This is the stage where you stoke the flames of
their desire until they are absolutely certain they
have to have what you are selling.
• This is often accomplished through the problem-
solution technique. Your consumer has a problem
— you have the solution. The solution is so
amazing, they simply cannot live without it.
• This phase also covers another vital facet in any
advertising campaign — what's in it for them.
This will build the desire you need them to feel to
make that decision.

AIDA of Advertising
ACTION
• You've attracted their attention,
built their interest and fanned their
desire. Now it's time to get them to
take action.
• Whether it's going to your website,
picking up the phone or sending an
order, the last section of your
advertisement needs to contain a
powerful call to action.

Website
Marketin
g
Email
Marketin
g
Social
Media
Marketing
Customer
Engagemen
t
Great Content
For SEO
Great Content
SEO
Email
Database
Faceboook,
Twitter,
Youtube,
Instagram
Digital Marketing Framework

Make sure your site adapts to the screens of a
smartphone and also that of a tablet device.

Email Marketing.
E-mail remains a
significantly
effective way to
acquire
customers. That’s
because 91
percent of all
consumers still
use e-mail daily.

The purpose of your email is to drive traffic to your landing page,
product page or website. It's really that simple to define the main
purpose of an email. Without driving clicks to your page or
website, users can't convert to sign-ups or customers.
The key to accomplishing this is, quite simple, capitalize on every
moment where a user may feel compelled to click.

Social
media
can be
utilized to
drive
traffic to
your
website.

Constant Contact and Mail Chimp
Constant Contact
• Price – Free 60 day trial.
• Starts at $20 for up to 500
contacts
• $84 per month for up to 10k
contacts.
MailChimp
• Price-Forever Free for up to
2000 contacts and 12k
emails per month.
• $10 per month for
unlimited emails and up to
500 subscribers.
• Pay as you go option
43

You should put social share pluggin in every post of your blog.
Social share pluggin can make your readers easily share the
articles to their friends/followers.

SOCIAL MEDIA Marketing

Share
Think sharing. What do people want to share? Then
publish and promote it. This starts with a shareable and
compelling headline.
Principles of Social Media
Marketing

Go Real Time. Social media marketing involves publishing
in real time, not next week or next month and topical posts
and tweets will help you catch the trend and viral wave. It
also means you need to respond in real time to complaints,
issues and inquiries.

EDUCATE, DON’t SELL. People no longer want to be “sold
to”. Social marketing is about informing and solving peoples
problems with answers and information,
whether that be from your blog, links in your tweets or
updates and information on Facebook.

GO MULTICHANNEL. Mono channel is not enough
these days, whether that be email marketing or niche
magazine advertiseming. You need to be on Facebook,
Twitter, YouTube and Blogs as a minimum. Social Media
can provide you with the channels to be ubiquitous
(everywhere) 24 hours a day, 7 days a week.

Target Your Niche. Tribes and fans find you and share you to
their community. On Twitter you need to follow leaders and people
in your niche so that when you tweet they will retweet you to their
followers who will have similar interests. Facebook marketing can
target demographics including roles, interests and
geography.Read more at

Whic
h
Stats
Matt
er
51

Best
Tim
es
To
Post
52

SUMMARY
• GRAPHICS REALLY MATTER
• SOCIAL MEDIA IS SOCIAL
• SYNCHRONIZE YOUR BRAND
• CLICK NOT FLICK
• BE CONSISTENT
• CONVERT FOLLOWERS

Marketing your brand on the internet

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