to download the slidedeck... - The Hamilton Chamber of Commerce

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

60 views

Building Exceptional Brands and Marketing for Greater Success


Your market is online. Are you ready to talk?

Contents

What is a Brand?

What is the Power of Your Brand?

What is the Brand Idea?

What is a Brand Driver?

Your Website is your Brand Ambassador

Three fundamentals of online marketing

What makes a website great?

Is it Time For a New Website?

Design Considerations

Content Considerations

Have a Web Strategy

What is SEO?

What is Social Media?

Why do I need to do this Right Now?

Four Steps to Social Media Success

The Numbers

How to Do It

The Advantage of Getting Social

What is a Brand?

What it looks like


fresh or dated


tangible


What it sounds like


credible or insincere


tangible and intangible


What it feels like


comfortable or edgy


intangible


How it acts


with integrity or without


intangible

It is the essence of everything your organization and product
or service stands for

"A brand is a living entity
-

and it is enriched or undermined cumulatively over time,
the product of a thousand small gestures"
-

Michael Eisner, CEO Disney



What is the Power of Your Brand?

Familiarity and Relevance


Credibility and Trust


Greater Opportunities


Shorter Sales Cycle and Better Margins

It is the value your Brand delivers

The Power of Your Brand Equals Greater Business and
Personal Equity.

What is the Brand Idea?

The feelings and associations that exist in the mind about your Brand


The Brand Idea must align with your business strategy


Your Brand Idea is in the hands of the audience

What is a Brand Driver?

A simple statement of what your Brand stands for


Develop powerful Brand Drivers that have the greatest potential to drive

consumer perception of your Brand Idea


Online marketing is a series of Brand Drivers

Your Website is Your Brand Ambassador

Establishes Your Business First Impression


Delivers Content your Prospects Need and Want


Creates Rapport and establishes a Platform of Trust


Creates Opportunity

Three Fundamentals for Successful Online Marketing

Make sure your website is worth finding


Make sure your website can be easily found


Get social!

What makes a website great?

Content rich


Interactive


Easy to use

Your website needs to be updated regularly with interesting,
useful and timely information.

Is it time for a new website?

Is your website an accurate representation of your business?


Is your design and branding consistent with your other marketing
materials?


What kind of message is your website sending to existing and potential
customers?


Is your content up to date and organized?


Is your navigation logical and efficient?


Is it search engine friendly and are all the links working?

Design Considerations

Make sure the layout suits the purpose of your site


clean or busy


Don’t use too many different typefaces


web
-
friendly and readable


Navigation that makes sense


intuitive tabs


easy to learn


Web colours consistent with your brand colours


Printer friendly pages

Content Considerations

Copy needs to be written for your marketplace


Get to the point


blah blah = click off


Photos should be included and labelled where necessary


Develop a Content Refresh Weekly Schedule and get it done


Have a CMS built in to your website or Hire someone to do it for you


invest in your website

Make sure you are delivering useful information in an
interesting, easy to consume manner

Have a Web Strategy

Consult with Professionals


Decide what you want your website to do


Develop a Strategy


Plan your Approach


Decide how much time your people can devote


Invest Time and Resources

What Is SEO?


Techniques used to help search engines find and notice your website


When search engines can find you, so can your customers


Google, Yahoo, bing (MSN Search)


Google alone gets over 200,000,000 lookups every day

Search Engine Optimization

What Is Social Media?

Websites (media) that have a lot of people interacting (very social)


Purely social (Facebook)


Professional (LinkedIn)


Microblogging (Twitter)


Social bookmarking (Digg)


Social media = Positive ROI

Why Right Now?

The Yellow Pages, newspapers and television are no longer the first
place we go for information


We go straight to the Internet to find timely information about products
and services


our computers, in our cars, in our pockets


If you’re not where customers are looking, your competitors will be


Social media sites make it very easy to share your information with a
huge audience


Consumers trust recommendations from friends, family and trusted
sources far more than advertising messages

Four Steps to Social Media Success

Find interested people


Deliver quality content


Capture information


Stay in touch

The Numbers

Facebook has over 500 million active users


49% of Canadians old enough to use Facebook have an account


Twitter has over 50 million tweets per day


LinkedIn has over 75 million profiles


YouTube is now the 2nd largest search engine on the web (Google is #1)

“three of the world’s most popular brands online are social
-
media related
(Facebook, YouTube and Wikipedia) and the world now spends over 110 billion
minutes on social networks and blog sites each month.” Neilson

How to Do It

Use the most search engine friendly sites


Create a blog, or hub pages


Provide content, not commercials (How to videos, FAQ about your area of
expertise)


Write articles for online magazines (Ezine)


Stay in touch

Makes You
Credible

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

Demand
Higher Prices

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

Demand
Higher Prices

Outstanding
Visibility

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

Demand
Higher Prices

Outstanding
Visibility

Familiarity

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

Demand
Higher Prices

Outstanding
Visibility

Trust

Familiarity

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

Demand
Higher Prices

Outstanding
Visibility

Trust

Offer Your
Products or
Services

Familiarity

The Advantage of Getting Social

Makes You
Credible

Increases
Referrals

New
Relationships

Demand
Higher Prices

Outstanding
Visibility

Trust

Offer Your
Products or
Services

Perceived as
Expert

Familiarity

The Advantage of Getting Social

M
akes
You Credible

I
ncreases
Referrals

N
ew
Relationships

D
emand
Higher Prices

O
utstanding
Visibility

T
rust

O
ffer Your
Products

P
erceived
as Expert

F
amiliarity

The Advantage of Getting Social

THANK YOU

www.albanesebranding.com