M A R K E T I N G S T R AT E G YB E S T R AT E G I C

W H O I S Y O U R TA R G E T C U S T O M E R ?

• Hint: It’s not EVERYONE

Demographic• Age• Gender• Sexual identity• Income level • Education level • Marital or family status • Occupation• Racial/Ethnic background

W H O I S Y O U R TA R G E T C U S T O M E R ?

Geography • Local• National/International• Regional • Specific Cities

• Residents-Permanent/Part-time/Seasonal

• Visitors/Tourists

W H O I S Y O U R TA R G E T C U S T O M E R ?

Psychographics• Personality• Attitudes• Values• Interests/Hobbies • Lifestyles • Behavior

B R A N D

• What are four words that describe your brand?

• What are three words that you hope are never associated with your brand?

B R A N D

• Tagline—A tagline is a short set of words that companies use to position their brand in the marketplace.

B R A N D P R O M I S E

• What do guests expect when they interact with your business?

• How do you consistently meet or exceed this promise?

• This is not marketing jargon. This is what you want your customer to think, experience and feel when they interact with you.

C O M P E T I T I V E A D VA N TA G E

• Unique Selling Proposition

T H E S W E E T S P O T

CustomerProduct

Unique Abilities

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W H E R E A N D H O W M U C H ?

• 5-7% of gross sales • Website • Social Media is not FREE • Where are your potential customers going for

information? • Print • Audio • In-Person • Sponsorships/Donations

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I J U S T D O N ’ T H AV E T H E T I M E !

• Create a Plan

• Carve out time

• Connect Accounts

• Schedule

• Delegate/Hire

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C O N T E N T M A R K E T I N G

Content marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action

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S O C I A L M E D I A

Social media without a plan isn’t marketing, it’s spam. • What platforms will you use?

• What’s your lead time?

• How often do you plan to post on each platform?

• What are other specific factors that impact your social media presence?

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H O W O F T E N S H O U L D I P O S T ?

• Facebook: 1-2 times/day

• Twitter: 5-10 times/day

• Instagram: 2-5 times/week

• Pinterest: 5 times/day

Yeah, right!

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C A L E N D A R

• Holidays

• Seasons

• State/Regional/Local Events

• Annual Promotions/Sales

• Causes

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Q U E S T I O N S ?

Facebook: True North ConsultantsTwitter: @TNConsultants

Instagram: TrueNorthConsultants

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O N - L I N E P R E S E N C E

Do • Be your brand • Be intentional • Be responsive • Be willing to make

mistakes • Be positive • Be aware: Posts last

forever and the internet is unforgiving

Don’t • Post personal beliefs

on business pages • Engage in politics,

religion, contentious issues*

• Go negative • Forget: Posts last

forever and the internet is unforgiving

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W H AT T H E H E C K I S A # ?

• Hashtags make it easier to find and follow discussions about people, topics, events, locations and promotions. #Kardashian, #Belgium, #PackersRock

• Hashtags up the odds of your business/organization being discovered. #BWCA, #VisitCookCounty, #OnlyinMN, #ExploreMN #MnFishingOpener

• Can be used on Instagram, Facebook and Twitter and Pinterest

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O T H E R T H I N G S T O K N O W

• @ identifies a username like @TNConsultants

• A Tweet is simply a post on Twitter

• A Retweet (RT) is a repost of someone else tweet

• Mentions include @TNConsultants

• Replies are public, Direct Messages are private*

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L E T ’ S TA K E A L O O K

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FA C E B O O K

• Behind-the-Scenes Photos • Quotes • Questions • Blog Posts • Sales/Promotions/Events • Videos • Customer Photos/Comments • Wilderness News/Information

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T W I T T E R

• Blog Posts • Curated Content (Retweets) • Quotes • Customer Photos/Comments • Area News/Events • Videos/GIF’s • Breaking News • Live Tweeting Events

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I N S TA G R A M

• Workspace • Product Photos • Employees/Visitors • Cook County Area* • Lifestyle • Quotes

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P I N T E R E S T

Use big images, write thoughtful descriptions, and pin things you really love. Also, no nudity :)

• Product Photos • Quotes • Pin Visitor/Customer Posts • Recipes • How-to’s • Infographics

Adapted from: What to post on each Social Media Platform: Chloe West, April 2015

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H A S H TA G T I P S

• Use hashtags with images

• Group your hashtags at the end

• Use Trending hashtags that compliment your brand. But don’t abuse. #ShopLocal, #IndependentWeStand

• Create a specific hashtag for your business or event and ask people to use it.

• #Don’t #Use #Hashtags #EveryWord or #reallylongphrasethatshardtoread

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H A S H TA G T I P S

• Tweets with hashtags get 2 times more engagement than those without. But 1 or 2 are PLENTY.

• On Instagram posts with 11 or more hashtags have the highest interaction.

• Facebook posts without hashtags outperform those with hashtags.

• Be cautious with creating hashtags.

Adapted from: How to Use a Hashtag, www.thinkcreative.com