Your Brand & Social Media MARKETING IN THE DIGITAL SPACE

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1 Your Brand & Social Media MARKETING IN THE DIGITAL SPACE

2 Need more guidance? Contact Ben De Jonge at The Cut anytime

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4 What makes The Cut?

5 The Cut Trusted Digital & Branding agency since Team of 10. Specialists in web development, ecommerce & branding. Helping businesses with Websites, Branding, Campaigns, Social Media & Content Marketing.

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7 What are we talking about?

8 Topics Digital marketing & advertising, Branding. Social Media & Content. Guidance. Case Studies. Tips & Takeaways.

9 Concepts Old Media V New Media. Strong foundations. Distinction & disruption. Consistency & integration. Content & conversion. Measure & improve.

10 OLD MEDIA NEW MEDIA Office / Showroom Website Yellow Pages Search Engine Optimisation Press Social & Digital TV YouTube Public Relations Blog / News / Articles

11 BRANDING What your business looks like.

12 Branding Start with strategy.

13 Branding START WITH STRATEGY Why Find true reasons for what you do. Niche What you do better than anyone. Who Define your core target market. What Understand what matters to them. How Show how you help them. Engage Tell the most relevant messages.

14 Strategy Insights HOW STRATEGY HELPS Give your brand & marketing focus. Position your business as unique. Allows you to disrupt the sector. Define your best prospects. Achieve more engagement.

15 Sounds great But what does this look like?

16 Turfcare WA Rebrand & Campaign.

17 Motivations Refresh the brand inline with business growth. Disrupt, redefine & lead the sector. Key Message Premium turf services for high performance sports facilities. Logo Evolve to be modern, dynamic, professional & corporate. Campaign Show services & sports & disrupt the sector.

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24 Abode Real Estate Rebrand & Campaign.

25 Motivations Relaunch the brand in line with a merger. Make the Abode name recognised. Key Message Premium properties in the western suburbs for aspirational families. Logo Legible, modern, strong, confident, premium. Campaign Beautiful & aspirational homes + family emotion.

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31 Brand & Campaign Process.

32 Campaign BRING YOUR STRATEGY TO LIFE Strategy is the foundation of all marketing communications. - Strategy - Niche / Positioning - Logo - Brand ID - Campaign

33 Tips & Takeaways BRAND & CAMPAIGN Use strategy to guide all advertising. Speak to your core market. Consistency with message & visuals. Stand out. Disrupt. Be different. Use strategy to assess performance.

34 Got branding questions? Contact Ben De Jonge at The Cut anytime

35 SOCIAL MEDIA Using content to advertise & engage.

36 Social Media Why, what & how.

37 Social Media WHY DO SOCIAL MEDIA? It is the new advertising & PR. Create & control your own content. Attract, engage & measure. Achieve high value for investment.

38 Social Media WHAT CAN BE ACHIEVED? Build an online community of people who like your brand. Engage with thousands of people daily. Drive traffic to your website. Attract & gather leads.

39 Content Channels Where to post.

40 Channels SOCIAL Facebook Start here Instagram Add Insta YouTube Plan for video LinkedIn Snapchat...

41 Channels YOUR WEBSITE Product Info - Tell the stories behind your products to make them more interesting. Blog - News & Articles. Downloads - Guides, Case Studies, Insights etc.

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45 Content Planning Plan & schedule.

46 Content Planning SCHEDULE CONTENT Content created & posted randomly is less effective. Schedule content according to: - Content type / theme Day & time Targets Objectives

47 Content Planning CONTROL = QUALITY Scheduling gives you control. Makes it easier to stay on strategy. Makes it easier to create high quality content. Engagement will be higher.

48 Content Creation Help your audience.

49 Content HOW DOES IT WORK? Create good quality content based on your niche. Content should help your audience. Articles, guides, advice, examples, inspiration etc. Publish, promote, attract, engage & then convert.

50 Content START SMALL & BE REALISTIC Good content takes time. Choose 1 or 2 channels that are right for your market. Be comfortable with the amount of content you need to produce. Start small & then build up.

51 Content CREATION Create content based on your brand & products. Find it & re-write it. Up-cycle & re-use your content. Turn your Blog into a Podcast, into Downloads, into Memes, into Posts...

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55 Tips & Takeaways CONTENT CREATION Start with strategy & plan your content. Make good quality content. Create, Find, Re-write, Re-brand. Up-cycle your content & re-use it.

56 Good Content What is it?

57 Good Content UNDERSTAND. HELP. GUIDE. Understand the people who could become your customers. What motivates them around your products & services? Don t sell. Give help & show that you understand them.

58 Case Study PANASONIC SAN Selling air-conditioners - BORING! Who is the market? What content should they publish? How can we engage?

59 Case Study PANASONIC SAN Market - Mums who want a comfortable family home. Content - Family comfort in the home. Air quality, allergies, recipes etc. Engage - Helpful content, beautiful images, promotions etc.

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63 Tips & Takeaways GOOD CONTENT Understand what your market wants to know about. Think of them as people, not $$$. Be less hard-sell & more helpful. Inspire, help & answer their questions with your content.

64 Specific Content Be specific to be remembered.

65 Be Specific OWN YOUR NICHE Focus on your business niche to find your content niche. Creating specific content is easier because you have a defined direction.

66 Be Specific NICHE EXAMPLES Comfort in the family home. Helping first-time home builders. European designer kitchen specialists. Lifestyle in the western suburbs.

67 Be Specific CREATING NICHE CONTENT When you have your niche, list the potential topics that fit that niche. Create content: - Write blogs Write posts Source images Record a podcast etc.

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71 Tips & Takeaways SPECIFIC CONTENT Identify your business niche. Define your content niche. List topics that fit your niche. Start with blog articles. Spin off the blog into other content.

72 Lead Generation Turning content into leads.

73 Lead Generation So, the basics are in place & you have an engaged community. Now, for Lead Generation. Using content to create leads.

74 Lead Generation Lead Generation in Social Media offer good content in exchange for contact details. Get advanced & trigger automated engagement campaigns to build & qualify your leads.

75 Lead Generation Automated process that achieves multiple touch points with each lead. At the end of the process, you contact them in person. They have engaged with your brand & your content multiple times. They are interested.

76 Lead Generation Step 1 Offer content. Step 2 Gather contact details. Step 3 Deliver content. Step 4 Trigger auto campaign. Offer more content. Step 5 Offer content & meeting. Step 6 Repeat. Step 7 Contact qualified lead.

77 Tips & Takeaways LEAD GENERATION Turn social & content into leads. Create good quality content. Be prepared to help first & sell later. Start simple & build. Measure, assess & refine.

78 Want a social assessment? Contact Ben De Jonge at The Cut anytime. ben@thecut.net.au

79 WEBSITE Increasing conversion.

80 Website Your website is the centre of your digital marketing. Connect your digital channels. Content should drive website traffic. Your website gives a higher chance of conversion.

81 Conversion Why this is important.

82 Conversion A conversion is a successful response to a Call To Action. CTAs should be aligned to your business goals eg - Fill in a form - Download a brochure - Click a phone number - Sign up to a newsletter

83 Conversion Rate The number of Actions divided by the number of Visitors. 150 Actions from 775 Visitors = 19% Conversion Rate

84 Conversion Rate CONVERSION RATE IS IMPORTANT Calculate marketing ROI. Measure performance. Identify areas for improvement. Increase conversion from site traffic. Increase the value of your investment.

85 Home Page Making first impressions.

86 Home Page FIRST IMPRESSIONS COUNT Give your customers context. Fast. Communicate your niche & specialisation. Give them an obvious first action that drives them further into your website.

87 Home Page EXAMPLES OF FIRST ACTIONS Discounts, limited & special offers. Browse new products. Explore popular product categories. Find content for inspiration & learning. Offer free downloads.

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91 Tips & Takeaways WEBSITE HOME PAGE Quickly make your context / position clear. Have 1-3 clear Calls To Action. Add value & increase engagement with content, downloads, guidance, inspiration etc.

92 Photography Beautiful sells.

93 Photography ENGAGEMENT VIA IMAGES First impressions happen quickly. 50%+ people say photos are more important than product info, reviews & ratings. A home is a huge investment. Product imagery can make it look like good value, or bad value.

94 Photography INVEST Good photography is an investment that will increase engagement. Photos determine if people will be impressed with your homes, or not. Photography can be used in many ways Website, Articles, Social Media, Brochures, Downloads etc.

95 Tips & Takeaways PHOTOGRAPHY High quality images of your products are worth the investment. Use them across all marketing. Show variety & detail. Use multiple angles.

96 Increase Conversion Keep it simple.

97 Increase Conversion MAKE VALUE PROPOSITIONS Give strong reasons to buy from you. Show what s in it for them. Explain how you solve customer problems. Deliver specific benefits / value.

98 Increase Conversion LANGUAGE Complex language does not work. Keep it simple. Make content conversational.

99 Increase Conversion DIRECT YOUR VISITORS Direct site visitors to the action you most want them to take on your website. Make that main action clear & obvious.

100 Increase Conversion LIMIT THEIR OPTIONS Too much choice confuses people. The more choice people have, the more likely they will choose nothing. Give fewer options to achieve higher engagment & conversion.

101 Tips & Takeaways INCREASE CONVERSION Customers don t want to think much. Give strong reasons to buy from you. Keep the language simple. Direct customers to the most important action. Limit their options.

102 RECAP Key points.

103 Recap ADVERTISING IN 2018 The channels are new but the rules are the same. Define a clear strategy. Understand your market. Communicate relevant messages. Create a logo, brand & campaign that looks different & disrupts.

104 Recap STRATEGY Start here. It is simply a plan for what you will say in your advertising. Everything should come from your strategy - Logo, Brand, Campaign, Social, Content etc. Stick to it & use it to measure your communications.

105 Recap GOOD CONTENT Understand what your market wants. Help them with good content. Be specific & stick to your niche. Up-cycle & re-use your content to get maximum value.

106 Recap SOCIAL MEDIA Start with Facebook & Instagram. Plan your content schedule. Be realistic about the amount of content. Use your socials to drive website traffic. Give value with interesting & helpful content, not hard-sell.

107 Recap WEBSITE Make your niche clear asap. Direct people to the action you most want them to take. Simplify the options your visitors have. Keep the language simple. Make your photography beautiful. Measure, assess & refine.

108 Get more help. Contact Ben De Jonge at The Cut anytime

109 Thank you.

110 Your Brand & Social Media MARKETING IN THE DIGITAL SPACE