Small Business

Digital Marketing
Strategy & Branding
Take your business to the next level
August 6, 2014

Presented By
 Our Speakers

Ryan Berg Jaime Nacach Justine Dolorno

ryan@ryanscreativeuniverse.com jaime@bloominari.com justine@bloominari.com
Ryans Creative Universe Bloominari Bloominari
Digital Marketing
Understanding the need and
developing your company's
marketing strategy
 4

WHY SHOULD YOU MARKET?

The purpose of doing marketing and promotion

Reasons:
Product & Brand Awareness
Help people find your business
Demonstrate benefit and value of
product/service
Reach new leads
Grow your business

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 5

WHAT IS DIGITAL MARKETING?

Dening the new era of marketing and promotion online
01

06
01 WEBSITE- Digital storefront of your company

02 E-MAIL MARKETING Direct communicaiton with users

07
03 SOCIAL MEDIA Keepting connected with the community
03 04
04 BLOGGING / CONTENT MARKETING Tips to help others

05 ADVERTISING Fastest way to reach potential clients

06 WEB & SEARCH ENGINE OPTIMIZATION Higher rankings 05

07 VIDEO MARKETING Spreading your message faster

02

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 6

DIGITAL VS TRADITIONAL MARKETING

A short comparison of the old vs new ways to reach customers

DIGITAL MARKETING TRADITIONAL MARKETING

PRICE: Very low to medium. PRICE: Medium high to very high

PRODUCT: Text ADs, Video ADs, Graphical PRODUCT: Voice ADs, Video ADs &
ADs, Facebook ADs. Printed ADs

PLACE: Computer desktops, mobile PLACE: TV, Radio, Newspapers,

phones, tablets, digital screens. Magazines, Street Banners, Product
placement.
PROMOTION: Facebook, Google, YouTube,
LinkedIn, Mobile Apps, SMS Aliate PROMOTION: TV series, news, and
websites, Blogs, etc. programs, celebrities, movies, radio
shows, events, sports, venues, etc.

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 7

BENEFITS OF DIGITAL MARKETING

Top Benets of Online Marketing

TOP 12
1. Reach more consumers
2. Create more personalized messages
3. Measure marketing performance
4. Reduce marketing costs
5. Schedule marketing initiatives
6. Communicate with consumers conveniently
7. Optimize marketing performance in real time
8. Target consumers proactively
9. Share your content effortlessly
10.Control your advertising campaigns
11.Create brand reputation
12.Is mobile, people have access to them 24/7

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 8

DIGITAL MARKETING = MORE SUCCESS

Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubspot

40% Claimed Greater

25
27
%
27
%
Savings
24 %
By using digital marketing methods of
%
promotion for their products and services.
According to Gartners Digital Marketing Spend Report
16
% 40
15
12
%
12
%
12
%
%
%
28% Shifting Marketing
Budget Allocations
From traditional media channels and invest
them into digital online marketing tools.
Tradeshow Telemarke,ng Trade ADs Direct Mail PPC Blogs SEO Email Social
Marke,ng Media

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 9

DIGITAL MARKETING = GENERATING BETTER REVENUES

More statistics to convince you to use online marketing

Companies using
Digital marketing
strategies have
2.8 times better
revenue growth
expectancy
Google

Small and medium enterprises

Higher conversion rates using digital marketing will have
generated by eective digital 3.3 times better chances of
marketing techniques will deliver expanding their workforce and
loads of protable business in business
terms of better & higher revenues
The Internet is rocket
fuel for growth for
small and medium
enterprises

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 10

THE 4 PS OF THE MARKETING MIX

The pillars of every marketing campaign and strategy

PRICE:
Total cost to satisfy a want or a need. May
include money, time and implementation.

PRODUCT:
Physical product or service being oered

PLACE:
Where the product will be oered/provided.
Physical place, online, traveling, etc.

PROMOTION:
How the product will be marketed, promoted,
and shown to potential customers.

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 11

WHAT DOES A MARKETING STRATEGY DO?

Reasons you should have a marketing plan and strategy:

Uses market research to eciently

01 target content to audience

02 Organizes your ideas and campaigns

03 Supports overall business plan

Keeps marke,ng eorts proac,ve

04 with sight on big picture
Creates targets and facilitates
05
measurements of success

06 Makes it easier to evaluate new

opportuni,es
 12

WHAT DOES A MARKETING STRATEGY DO?

Organize your ideas, make a plan, and interact with purpose.

Its easy to get started immediately.

But, beware. When its easy to talk to your target market its
just as easy to forego a strategic marketing plan.

Start by organizing your marketing strategy by channel,

date and time of posting, and content.

Consider keeping track of performance in the same

document.
 13

SUMMARY- DIGITAL MARKETING STRATEGY

Ready to start developing your Marketing Strategy?

Get a Marketing Leader

Designate someone to be in charge of marketing (you, an employee or outsourcing it)

ACTION ITEMS - Take these steps to get your marketing strategy going
1. Identify your goals: What do you want to achieve?
Increasing awareness? Growing a lead list? Increasing sales?

2. Research your audience: To whom are you selling and what do they want?

3. Create content that engages: What can you say that will capture their interest
and encourage them to engage with your goals?

4. Develop conversion opportunities: PDFs, video plays, eCommerce, coupons?

5. Build online marketing audiences and refer to opportunities

6. Make sure branding and content are consistent throughout

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 Branding
Developing a unique, recognizable
message that represents the
quality & trust of your product.
 15

WHAT IS BRANDING?
And why is it important?

What is a brand: Anything we can oer to the

market for attention, acquisition, use or
consumption, that might satisfy a need or want

Branding: The process involved in creating a

unique name and image for a product in the
consumers' mind with a consistent theme.

Brandings Goal: To establish a signicant and

dierentiated presence in the market that
attracts and retains loyal customers.

The ability to delight customers.

A powerful and successful brand is one that

builds trust.

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 16

Get to Know
YOUR Brand

Passion leads to design, design leads to performance,
performance leads to SUCCESS!

Who is your target What is your What does your name say
audience? Key Value Proposition? about your company?
 17

WHAT MAKES UP A BRAND

Elements that can be used to form your companys brand:

Company name
Logo & Tagline
Color palette
Imagery
Tone of voice
The way you greet customers
Customer service & support
Interior design of your store/oce
Presentation of your product/
service

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 18

THE IMPORTANCE OF DESIGNING A LOGO

Your logo is the primary representation of your brand

An eective Logo must be:

SIMPLE MEMORABLE TIMELESS VERSATILE APPROPRIATE

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 19

THE IMPORTANCE OF DESIGNING A LOGO

Your logo is the primary representation of your brand

Design Elements of a Logo:

Colors, Shapes, Symbols, Typography, Connection to brand

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 20

KEEP YOUR BRANDING CONSISTENT

No matter where your customer looks, your brand should be easily recognizable

Logos, tagline, colors,

imagery, service and
every other part of your
brand will be utilized
across ALL platforms:
Website, blog, social
media, merchandise,
stationery, etc.

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 21

MORE THAN JUST A LOGO & ACTION ITEMS

Ready to develop tomorrows leading brand, yours?
1. Self-Assessment - decide whether or not to change
brand or keep current

2. Choose a unique name Do you want to keep your

current name or change it? Use DBA/Fictitious Business
Name?

3. Creating a logo
On your own
Use 3rd-party software
Hire graphic designer

4. Choose a color scheme

5. Choose brand message Pick words that connect with

your audience and key value proposition.

6. Implementation: Integrate your message/brand to

website, social media, etc (topics covered next month)
Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014
Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 22

RESOURCES Great tools to help you get started quicker!

Benets of Online Marketing: www.smartt.com/insights/top-10-benets-online-marketing-2013

Digital Marketing Infographic: www.business2community.com/infographics/12-reasons-digital-marketing-can-help-grow-business-infographic-0876336

Choosing a Name
Combining words: www.panabee.com, www.wordoid.com
How to name your business: www.entrepreneur.com/article/21774
10 ways to a killer name: www.businessinsider.com/ten-keys-to-a-killer-name-for-your-company-2010-11
12 Point test to a great name: blogs.wsj.com/independentstreet/2008/06/05/how-to-choose-a-company-name-a-12-point-test
Before choosing a name check this: thenextweb.com/entrepreneur/2012/04/22/before-naming-your-startup-read-this/
Tips and ideas for naming your business: www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.htm
Your own name vs business name: www.graphicdesignblender.com/your-own-name-vs-business-name

Logos
Cheap, do-it-yourself logos: www.squarespace.com/logo Avoid generic logos: www.gtgraphics.org/genericlogos.html

Choosing a Color Scheme

Adobe: kuler.adobe.com Color Lovers: www.colourlovers.com

Branding Examples: Consistency Fonts

https://www.behance.net/gallery/Denim-Pavilion/4942281 www.dafont.com
https://www.behance.net/gallery/Igniting-Change/5806501 www.fontsquirrel.com
https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 www.myfonts.com
https://www.behance.net/gallery/JJ-ROYAL/5223247 www.veer.com

Branding: Tone of Voice Dollar Shave Club Stock Images

www.dollarshaveclub.com www.istockphoto.com (mid/high price)
blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg www.123rf.com (cheapest)
blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg www.gettyimages.com (most expensive, royalty)
blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg www.veer.com

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 23

NEXT SMALL BUSINESS WORKSHOP

Checkout our next event!

NEXT WORKSHOP
Wednesday, September 17 @ 6-7 PM

Eective Websites
& Email Marketing

Digital Marke,ng Strategy & Branding Workshop Aug 6, 2014

Copyright 2014. Ryans Crea,ve Universe & Bloominari. All Rights Reserved.
 ?

Any Questions?
Were happy to help!
THANKS FOR COMING

www.ryanscreativeuniverse.com www.bloominari.com