marketing 101 by zoc marketing

Marketing 101

from Your Marketing Partner

Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 2

All You Need to Know

Marketing 101

Apple unveils iPhone 5S, 5C smartphones Apple will launch two new iPhones on September 20: a low-‐cost 5C star;ng at $99 and a higher-‐end 5S that features a Touch ID fingerprint sensor.

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Brand – The key messages, benefits, supporting facts and associated graphic design that tells your company story. This is written once and serves as the foundation of your messaging going forward. It is your company essence. Content – The specific stories that you tell about your company. They always include some or all of the brand elements. Creative – Ways you can package your stories. Channel – How you distribute your stories. Results – How you measure your efforts.


Brand Who you are.


Brand Elements Start with the key message worksheet.

These are the messages you want to consistently communicate to your potential customers including supporting facts, and benefits.

Complement with graphic design.

Using the key message document as the inspirational guide, create the brand look for your business including logo, color palette, website design, font, etc.

Brand


Key Message Document Key Messages These are the 1 to 4 messages that you want to consistently communicate.

Benefits The benefits your products and services give to your consumers.

Supporting Facts The objective information that supports the key messages and benefits.

Key Message Suppor;ng Fact

Key Message

Benefit

Benefit

Suppor;ng Fact Suppor;ng Fact

Suppor;ng Fact Suppor;ng Fact Suppor;ng Fact



Elevator Speech Tagline

Emo;on

Brand


Elevator Speech This is the 15 second speech that includes all of your key messages.

Tagline This is the emotional statement that is most closely tied to your company name.

Emotion The single emotion you want your customers to feel about your company.

Key Message Suppor;ng Fact

Key Message

Benefit

Benefit






Emo;on

Brand

Key Message Document


Design Keep it simple. A good rule of thumb is to consider how your logo would look stitched in one color on a shirt.

Brand


Content The messages you share.


Marketing is Storytelling Content = The stories about your company. • company history • work examples • employee bios • product descriptions •  testimonials • anything of interest about

your company

All content built from the brand story. The content or ‘stories’ that are told about your company should all pull elements of the key messages document and other branding elements like your logo.

Content


Why is Content Marketing Important The search algorithms used by Google and other search engines have become so sophisticated that it is extremely difficult to trick them with some of the techniques that were used previously. Now, SEO rewards good content because that is what humans want to find. Sites that depended on back links and other SEO manipulation are being pushed to the end of the search results. Sites that deliver good content are moving up in search results.

Content


Hi, I am John and I want to help you and your dog live happier lives together. My company provides dog services in Dallas including training, behavior consulta;on, dog walking, and play groups. I have been a dog lover my whole life and work with local shelters to help rehabilitate trauma;zed dogs. I understand dog behavior extremely well so I can recognize and quickly solve behavior issues. Also, I can teach you what you need to know so your dog knows that you are the pack leader. I have a specially designed van that I use to transport your dog to and from play groups. Please contact me for a no obliga;on consulta;on on how I can help you and your dog live happier lives together.

Content Creation Example Key Message Suppor;ng Fact

Key Message

Benefit

Benefit






Emo;on

Start with the story idea: Owner Welcome. Pull key message elements appropriate for the story. Fill in around the key message elements to complete the story. Here is a sample to help you visualize how it works.

Content

Key Message Elements


Content Marketing

Each tree is a message.

You need lots of trees.

New trees need to be planted consistently.

All trees grow from the same key messages.

Content

Content marketing is nothing more than consistently adding interesting content. Content

Marketing can be compared to growing an orchard.


Though it is difficult to do, one infectious story can capture a lot of attention.

An example of this is the tremendous traffic the Dave Carroll band received from their “United Breaks Guitars” music video.

One big tree can be as effective as an orchard.

Content


Marketing Should Build Trust You build trust by giving something. Content marketing is providing information of interest. Each message builds trust with your customers which is the most effective path to increasing customer engagement and sales.

Content

trust trust

trust trust

trust trust

trust

trust

$

Interact with customers like they are friends: give a lot; request help seldom. For every time you ask your friend to help you with something there will be 10 to 20 times or more when you do not ask for anything.


Curate Information Consolidate useful information for your customers. Another way to develop content is to find articles, posts, videos, podcasts, etc. that would be of interest to your customers and share it with them.

Write a short post on your site and add the link(s) so your customers can go directly to the source.

You will be building trust off of someone else’s work. Plus that someone will be happy you are sending them more traffic.

Content


Exercise To help you to start building your content orchard write down 4 ‘stories’ you can tell about your company. Include why your customers would care about this story idea.

1.  ____________________________________________

2.  ____________________________________________

3.  ____________________________________________

4.  ____________________________________________

Content


Creative Packaging of your content.


Packaging Your Messages Package your content for broader distribution. It is common practice that a company will first communicate their message via a website announcement/post. But this is just the first step. With each message you create consider how the message could be repackaged to reach a broader audience. Here are some common creative options.

Creative

•  Video •  Audio (podcasts) •  Brochure

•  Presenta;on •  Photographs •  Trade Shows

•  Training Guides •  Press Releases •  Magazine Ar;cle


Video Storyboard

Creative

A happier life for you and your dog. Open with tagline, logo and dogs.

Owner introduces self and company while kneeling with dogs.

Con;nue service voice over showing Owner securing dog inside the van.

Voice over of available services. Owner taking dog into truck.

A happier life for you and your dog. jollypup.com

Owner concludes voice over with the tagline.

Here is a very simple storyboard for a dog care company. NOTE: Creating a simple, 30 second video with your smart phone is FAR better than not having any video at all.


Exercises Which creative options would you like to use? Create a 1 minute video that highlights your business. Use the Jolly Pup storyboard as a rough guide. If possible, include a customer testimonial.

Creative

•  Video •  Audio (podcasts) •  Brochure

•  Presenta;on •  Photographs •  Trade Shows

•  Training Guides •  Press Releases •  Magazine Ar;cle


Channel Distribution of your content.


Distribution of your Messages This can be the easiest step. Once you have the message packaged and ready to go the distribution can be set up to run automatically through your website/blog.

Even if you do it manually it is as easy as adding a post to your Linked In, Face Book, Twitter, etc. account and attaching the link to the content you want to share.

You can supplement distribution with pay per click and other paid advertising options through Google, Facebook, and LinkedIn.

There is much more to channel but in this 101 presentation I wanted to focus on the most important thing: content. Follow my posts at zocmarketing.com to learn more about how to leverage channels that are right for you.

Channel


Exercise Create Accounts in the following: Additional Accounts that could be helpful.

Channel

•  Pinterest •  Email (i.e. Mailchimp) •  Slideshare

•  Google + •  Linked In

•  Face Book •  Twi]er

•  You Tube


Results Measuring your messages.


Tracking Your Results Tracking your results helps you steer your business. It can help to reveal strengths and weaknesses of your marketing programs which will allow you to cut back the weakness and reinforce what is strong.

Google Analytics Set up a Google Analytics account and add the tracking code to your website.

A Couple of Google Analytics Tips A bounce rate* of 50% or lower is good. If your bounce rate is 70% or higher it could be an indication that your website is not engaging your audience.

Use In-Page Analytics (found in the Content folder) to see which links on your page are getting the most clicks.

There is much more to results but in this presentation we have focused on content. Follow my posts at zocmarketing.com to learn more traffic analysis. * The bounce rate is the percentage of visitors to your site who leave after viewing just one page.

Results


Summary Content is the key.


Summary

Marketing 101

Apple unveils iPhone 5S, 5C smartphones Apple will launch two new iPhones on September 20: a low-‐cost 5C star;ng at $99 and a higher-‐end 5S that features a Touch ID fingerprint sensor.

Photos Podcasts

Videos

Google Analy;cs Face Book Analy;cs

Brand – Take a day or two and complete your key messages document. Once it is completed you should rarely make adjustments and only if your business changes focus. Content – Once per week develop a new story. Creative – Do the creative you enjoy. Hire an expert for the others. Channel – Start with your favorite channels and periodically add new ones. Results – Review your results monthly and make adjustments.


Thank You!!!

Doug Barton ! !!

dbarton@zocmarke;ng.com

h]p://www.linkedin.com/in/dougbartontx

214 682-‐6707

marketing 101 by zoc marketing

Business

brand elements

content marketing important

brand story

storytelling content

search results

marketing partner

key messages document

seo rewards good content