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© 2012 CAPBuilder Network Group All rights reserved
YOUR BRAND AND
DIGITAL MEDIA MARKETING
1
© 2012 CAPBuilder Network Group All rights reserved
Presentation Topics
• First Impressions
• Building Your Brand
• Social Media Marketing
Strategies
2
© 2012 CAPBuilder Network Group All rights reserved
Your Presenter
3
© 2012 CAPBuilder Network Group All rights reserved
Marc Parham, Radio Show Host, MC/Speaker, Infopreneur
4
© 2012 CAPBuilder Network Group All rights reserved
First Impressions
5
© 2012 CAPBuilder Network Group All rights reserved
FIRST IMPRESSIONS
You never get a second
chance to make a first
impression.
-Will Rogers
© 2012 CAPBuilder Network Group All rights reserved
FIRST IMPRESSION FACTS
• 1990’s 45 seconds
• 2011 7 seconds
• 2015 3 seconds
© 2012 CAPBuilder Network Group All rights reserved
When one person first
encounters another
person/brand and forms
a MENTAL IMAGE
of that person/brand.
What is a first impression?
© 2012 CAPBuilder Network Group All rights reserved
© 2012 CAPBuilder Network Group All rights reserved
Graphic Description Text Description
A plane figure with four
equal straight sides and
four right angles.
Which one did you process first?
© 2012 CAPBuilder Network Group All rights reserved
Being
© 2012 CAPBuilder Network Group All rights reserved
BeingSocial Media is OBSESSED with IMAGES
because WE are wired for them.
© 2012 CAPBuilder Network Group All rights reserved
Visual Social Media Savvy
© 2012 CAPBuilder Network Group All rights reserved
Your Personal Image/Avatar
© 2012 CAPBuilder Network Group All rights reserved
SYNCHRONIZE YOUR BRAND
(Utilize your cover space)
YOUTUBE TWITTER
© 2012 CAPBuilder Network Group All rights reserved
Use photos on
Social Media
posts!
F
A
C
E
B
O
O
K
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
LinkedIn
Utilizing
VIDEO and
PHOTOS
(always with logo)
© 2012 CAPBuilder Network Group All rights reserved
RESOURCES
Use Your Phone for video.
Download Images straight
from the web
Use your editing software
(Windows or Mac) for
videos.
© 2012 CAPBuilder Network Group All rights reserved
BUILDING YOUR BRAND
20
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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 25
UNIQUE SELLING PROPOSITION EXAMPLES
© 2012 CAPBuilder Network Group All rights reserved
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
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
Digital and Social Media Marketing
© 2012 CAPBuilder Network Group All rights reserved
Marketing Communication Mix
Advertising
Promotion
Public
Relation
Direct
Sales
© 2012 CAPBuilder Network Group All rights reserved
AIDA of Advertising
Attention
Interest
Desire Action
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved
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.
© 2012 CAPBuilder Network Group All rights reserved 36
Website
Marketing
Email
Marketing
Social Media
Marketing
Customer
Engagement
Great Content
For SEO
Great Content
SEO
Email
Database
Faceboook,
Twitter, Youtube,
Instagram
Digital Marketing Framework
© 2012 CAPBuilder Network Group All rights reserved 37
Make sure your site adapts to the screens of a
smartphone and also that of a tablet device.
© 2012 CAPBuilder Network Group All rights reserved 38
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.
© 2012 CAPBuilder Network Group All rights reserved 39
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.
© 2012 CAPBuilder Network Group All rights reserved
Social
media can
be utilized
to drive
traffic to
your
website.
© 2012 CAPBuilder Network Group All rights reserved
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
41
© 2012 CAPBuilder Network Group All rights reserved 42
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.
© 2012 CAPBuilder Network Group All rights reserved 43
SOCIAL MEDIA Marketing
© 2012 CAPBuilder Network Group All rights reserved 44
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
© 2012 CAPBuilder Network Group All rights reserved 45
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.
© 2012 CAPBuilder Network Group All rights reserved 46
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.
© 2012 CAPBuilder Network Group All rights reserved 47
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.
© 2012 CAPBuilder Network Group All rights reserved 48
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
© 2012 CAPBuilder Network Group All rights reserved
Which
Stats
Matter
49
© 2012 CAPBuilder Network Group All rights reserved
Best
Times
To
Post
50
© 2012 CAPBuilder Network Group All rights reserved 51
© 2012 CAPBuilder Network Group All rights reserved 52

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Marketing your brand on the internet

  • 1. © 2012 CAPBuilder Network Group All rights reserved YOUR BRAND AND DIGITAL MEDIA MARKETING 1
  • 2. © 2012 CAPBuilder Network Group All rights reserved Presentation Topics • First Impressions • Building Your Brand • Social Media Marketing Strategies 2
  • 3. © 2012 CAPBuilder Network Group All rights reserved Your Presenter 3
  • 4. © 2012 CAPBuilder Network Group All rights reserved Marc Parham, Radio Show Host, MC/Speaker, Infopreneur 4
  • 5. © 2012 CAPBuilder Network Group All rights reserved First Impressions 5
  • 6. © 2012 CAPBuilder Network Group All rights reserved FIRST IMPRESSIONS You never get a second chance to make a first impression. -Will Rogers
  • 7. © 2012 CAPBuilder Network Group All rights reserved FIRST IMPRESSION FACTS • 1990’s 45 seconds • 2011 7 seconds • 2015 3 seconds
  • 8. © 2012 CAPBuilder Network Group All rights reserved When one person first encounters another person/brand and forms a MENTAL IMAGE of that person/brand. What is a first impression?
  • 9. © 2012 CAPBuilder Network Group All rights reserved
  • 10. © 2012 CAPBuilder Network Group All rights reserved Graphic Description Text Description A plane figure with four equal straight sides and four right angles. Which one did you process first?
  • 11. © 2012 CAPBuilder Network Group All rights reserved Being
  • 12. © 2012 CAPBuilder Network Group All rights reserved BeingSocial Media is OBSESSED with IMAGES because WE are wired for them.
  • 13. © 2012 CAPBuilder Network Group All rights reserved Visual Social Media Savvy
  • 14. © 2012 CAPBuilder Network Group All rights reserved Your Personal Image/Avatar
  • 15. © 2012 CAPBuilder Network Group All rights reserved SYNCHRONIZE YOUR BRAND (Utilize your cover space) YOUTUBE TWITTER
  • 16. © 2012 CAPBuilder Network Group All rights reserved Use photos on Social Media posts! F A C E B O O K
  • 17. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 18. © 2012 CAPBuilder Network Group All rights reserved LinkedIn Utilizing VIDEO and PHOTOS (always with logo)
  • 19. © 2012 CAPBuilder Network Group All rights reserved RESOURCES Use Your Phone for video. Download Images straight from the web Use your editing software (Windows or Mac) for videos.
  • 20. © 2012 CAPBuilder Network Group All rights reserved BUILDING YOUR BRAND 20
  • 21. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 22. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 23. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 24. © 2012 CAPBuilder Network Group All rights reserved 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
  • 25. © 2012 CAPBuilder Network Group All rights reserved 25 UNIQUE SELLING PROPOSITION EXAMPLES
  • 26. © 2012 CAPBuilder Network Group All rights reserved 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
  • 27. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 28. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 29. © 2012 CAPBuilder Network Group All rights reserved Digital and Social Media Marketing
  • 30. © 2012 CAPBuilder Network Group All rights reserved Marketing Communication Mix Advertising Promotion Public Relation Direct Sales
  • 31. © 2012 CAPBuilder Network Group All rights reserved AIDA of Advertising Attention Interest Desire Action
  • 32. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 33. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 34. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 35. © 2012 CAPBuilder Network Group All rights reserved 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.
  • 36. © 2012 CAPBuilder Network Group All rights reserved 36 Website Marketing Email Marketing Social Media Marketing Customer Engagement Great Content For SEO Great Content SEO Email Database Faceboook, Twitter, Youtube, Instagram Digital Marketing Framework
  • 37. © 2012 CAPBuilder Network Group All rights reserved 37 Make sure your site adapts to the screens of a smartphone and also that of a tablet device.
  • 38. © 2012 CAPBuilder Network Group All rights reserved 38 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.
  • 39. © 2012 CAPBuilder Network Group All rights reserved 39 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.
  • 40. © 2012 CAPBuilder Network Group All rights reserved Social media can be utilized to drive traffic to your website.
  • 41. © 2012 CAPBuilder Network Group All rights reserved 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 41
  • 42. © 2012 CAPBuilder Network Group All rights reserved 42 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.
  • 43. © 2012 CAPBuilder Network Group All rights reserved 43 SOCIAL MEDIA Marketing
  • 44. © 2012 CAPBuilder Network Group All rights reserved 44 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
  • 45. © 2012 CAPBuilder Network Group All rights reserved 45 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.
  • 46. © 2012 CAPBuilder Network Group All rights reserved 46 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.
  • 47. © 2012 CAPBuilder Network Group All rights reserved 47 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.
  • 48. © 2012 CAPBuilder Network Group All rights reserved 48 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
  • 49. © 2012 CAPBuilder Network Group All rights reserved Which Stats Matter 49
  • 50. © 2012 CAPBuilder Network Group All rights reserved Best Times To Post 50
  • 51. © 2012 CAPBuilder Network Group All rights reserved 51
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