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? It is the essence of everything your organization and product or service stands for 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
"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? It is the value your Brand delivers Familiarity and Relevance Credibility and Trust Greater Opportunities Shorter Sales Cycle and Better Margins 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 Make sure you are delivering useful information in an interesting, easy to consume manner 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
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
Increases Referrals The Advantage of Getting Social Makes You Credible
New Relationships The Advantage of Getting Social Makes You Credible Increases Referrals
Demand Higher Prices The Advantage of Getting Social Makes You Credible Increases Referrals New Relationships
Outstanding Visibility The Advantage of Getting Social Demand Higher Prices Makes You Credible Increases Referrals New Relationships
Familiarity The Advantage of Getting Social Outstanding Visibility Demand Higher Prices Makes You Credible Increases Referrals New Relationships
Trust The Advantage of Getting Social Outstanding Visibility Familiarity Demand Higher Prices Makes You Credible Increases Referrals New Relationships
Offer Your Products or Services The Advantage of Getting Social Trust Outstanding Visibility Familiarity Demand Higher Prices Makes You Credible Increases Referrals New Relationships
Perceived as Expert The Advantage of Getting Social Offer Your Products or Services Trust Outstanding Visibility Familiarity Demand Higher Prices Makes You Credible Increases Referrals New Relationships
The Advantage of Getting Social Offer Your Products Perceived as Expert Trust Outstanding Visibility Familiarity New Relationships Makes You Credible Increases Referrals Demand Higher Prices