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V E R B A L P LU S V I S UA L . C O M 212 699 6410 41 E 11TH ST 11TH FL N E W YO R K , N Y 10 0 0 3
E S TA B L I S H YO U R G OA L

Gain more clients

Keep your clients coming back

Add emails to your mailing list

Brand your company

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AC Q U I S I T I O N : H OW A R E YO U F O U N D?

Word of mouth

Search

Affiliate marketing

Display advertising

Paid social media

Organic social media

Mobile/app marketing

Email marketing

Partnerships

Events

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R E T E N T I O N : K E E P YO U R C U S TO M E R S

E-mail marketing campaigns

Preferred customer programs

Display advertising on other sites

Paid social media

Organic social media

Mobile/app marketing

Retargeting Ads

Great customer service

Capturing customer information

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 BRANDING:
B RCREATE
A N D I N GAN IDENTITY

Company tag line

Company motto
Graphics/logo
History/story
Font
Style
Personality
Values

Rule: Your design and content need to be clear and consistent across all digital channels

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 A R E YO U P U S H I N G O R P U L L I N G ?

PEOPLE DONT KNOW THEY NEED YOU YET PEOPLE ARE LOOKING FOR YOU
! !

Hey! Look over here Are you easy to find?

! !

You like that? Try this Do you have everything I want and
! need to know when I find you?
Reach out into the world and grabbing !

their attention Are you what Im actually looking for?

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 F I N D YO U R AU D I E N C E

Tip: Start by nailing town your most likely customers.

Remember, your audience doesnt include everyone!

DEMOGRAPHIC PSYCHOLOGIC
Age Personality
Location Attitudes
Financial situation Values
Eduction Interests/Hobbies
Gender Lifestyle choices
Marital/Family status Behavior
Occupation Political beliefs
Ethnic background
Sexual Orientation

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 C R E AT E AW E S O M E C O N T E N T

FIRST ASK THEN TAKE ACTION

Why is someone on your site? Both design & content (text, pictures, video, and/
! or audio) should best solve your customers
What information are they looking for? problems and answer their questions
! !
What problem are they trying to solve?

e Steer clear of unnecessary information and

feature- focus on the main reason theyre on

your site!
!

Is your content helping them to reach their goal?

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 SOCIAL MEDIA BASICS

Why? Customer engagement, event information, customer loyalty, sales, awareness, etc.
!

Rule: dont sell on social media!

!

ENGAGE ENGAGE ENGAGE! Create a feeling of community

!

Geek out with your customers and other related companies

!

Make sure your posts have a call to action. Where does the reader go next?
!

Let customers in on your story- have them be part of your family

!

Consider using likes/comments as a currency form to encourage community interaction

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 P R E - P O S T C O N S I D E R AT I O N S

Share-ability: will people share this with their friends?

!

Target Audience: have you defined who youre talking to?

!

Discoverability: will this show up on other searches?

!

Partnering: can you work with another company to gain more followers?
!

Passion: is there inspiration and drive behind the content?

!

Interaction: does the post make people want to engage and comment?
!

Longevity- can you continue consistently posting this level of content?

!

Listen: are you listening to your customers?

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 F I N D YO U R VO I C E

Who is the voice of your social media channels?

!

What is the tone? Is it conversational, educational, funny?

!

Tip: Discuss if the person who posts should have his or her own voice
come through in the content, or whether they should be a surrogate
for someone elses perspective.

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1. Create a community
2. Let your customers know who you are
3. Engage your audience
!

All about interaction. Likes for your page meaning nothing, you
need likes/comments on individual posts for those pages to
consistently show up on someones newsfeed
!

Paid posts change the game. Can target by: demographic, specific
email address matched to oness page, similar users, etc.
!

Google ads are best for targeting specific words, while Facebook ads
are best for going after a specific demographic

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 Give customers an inside look at your company
!

Give users a hashtag to submit photos for inclusion on your

companys account
!

Really think about what vibe your photos reflect about your
company. Does your photo style reflect your company style?
!

Absolutely do not use Instagram as a direct sales tool

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1. Short messaging service
2. Have public private" conversations
3. Get in on what's happening NOW
!

Link to articles outside of your companys network, then

engage the author and posting source to create a
conversation
!

Connect with similar people and companies

!

Short and sweet: snag their attention then quickly redirect

them with calls to action

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 Curate boards of what you find interesting, not pins that
promote your companys products
!

Consider allowing followers to pin directly to your boards

!

Discover tool: user sees the product and then clicks on it to learn
more about it, or to make a purchase
!

Make sure that all of your boards are relevant to your company
and aren't just there for show

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 Give customers the opportunity to submit videos to your channel
!

Case Study: Go Pro users are extreme sports enthusiasts, not

camera geeks
!

Really evaluate whether your company needs a YouTube

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 EMAIL MARKETING

Email marketing has the best bang for your buck and creates a direct relationship with
your customers
!

Every email should always have a call to action

!

Try adding an extra form field that gives you extra information on the customer.
Examples: birthday, shoe size, favorite color
!

Make sure the subject line matches what content is immediately visible upon opening
the email
!

Do A/B testing to see which subject line, call to action button, etc. gets the best result
!

Make sure all email marketing is mobile friendly

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 G O O G L E A N A LY T I C S

Basics: who are my customers? How long are they staying on the site for?

Where do these people live?

!

How are people finding my site? Facebook, organic search, another site, a blogger,
another device such as a Kindle?
!

Where are people coming from online that takes them to my site?
!

Helps you track your funnels, AKA how people from different groups and
demographics are discovering your site and becoming your audience
!

Tip: Companies with Google+ accounts get higher search rankings

!

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 PA I D S E A R C H L I S T I N G S

Works best for sites when someone wants to know every

option for research on a specific topic
!

Options: paid search ads, pay per click, cost per click, cost per
thousand impressions
!

Tip: Make sure to buy all of the words that someone looking
for your product might use, and that your ad accurately tells
the user what theyre getting
!

Use Google Keyword planner to explore what word variations

searchers might use
!

Tip: Check out what keywords your competitors use on Google

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 K E YWO R D S E V E RYW H E R E

Title
URL
Throughout the copy
Meta tags (including
description)
Image file paths
Image alt text
Anchor text

Tip: Remember to think of every word someone may use to

search for your product. For example: sneaker vs. tennis shoe
!

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 EEVENTS
VENTS

Anything online or office that brings the customers to you in a

group setting during a set time and place
!

These event's are not a place for selling! Network and connect
!

Bring offline events online. Be sure to engage those who arent

in attendance
!

Events are a great time to partner with other companies that

have overlapping demographics. Example: Uproot Wines tasting
at the V+V Holiday Party

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PA R T N E R S H I P C A S E S T U DY: R E F I N E RY 2 9 + U B E R

The style website has printed 30,000 copies of a 28-page "zine" it calls
"Editions," which is filled with fashion photography and illustrations.
Copies are being distributed in select Uber cars in NY during Fashion
Week
!

No advertisements were allowed inside the magazine

!

A way to bridge Refinery29's online presence and real-world events.

!
Source: Ad Age

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 R E WA R D R E F E R R A L S

How do you get someone who already likes you to

make others like you as well?

Dont make your customers work hard to refer you to

their friends

Make your customers want to tell others about you

through freebees, promotions, etc.

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 R E WA R D LOYA LT Y

Reward those who are already loyal to your company

!

Make your best customers feel special through freebees

and special customer service
!

Ask your customers what they want/need the most-

theyll tell you!
!

Give free products and/or discounts

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U T I L I Z E P R I Z E S A N D G I V E AWAYS

Prizes should be of tremendous value to your potential customers

!

Information obtained in exchange for a prize should be of value to

your business
!

The prize should force potential customers to identify

themselves, helping you to narrow in on your target audience
!

Narrower target = less ad costs

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C R E AT E A D I G I TA L M A R K E T I N G S T R AT E GY

1. Select the online tools you want to use

!

2. Optimize those channels by creating guidelines and

assigning responsible managers
!

What is the purpose of the tool?

What voice are you using when you publish?
To whom are you speaking?
Who from your company is posting?
What is being posted?
How often is it being posted?
Who is listening and interacting with customers?
!

3. Create a monthly editorial calendar

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W E B E L I E V E T H AT D I G I TAL P L AT F O R M S
SHOULD INSPIRE ACTION &
IMPROVE THE WORLD.

P R E S E N TAT I O N B Y : S O P H I E V E R S H B O W , O P E R AT I O N S A S S O C I AT E
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V E R B A L P LU S V I S UA L . C O M 212 699 6410 41 E 11TH ST 11TH FL N E W YO R K , N Y 10 0 0 3