Marketing Essentialspresented for BGVOctober 7, 2013

VP, Media + Marketing with LEAP

12 years of experience in marketing, both traditional and digital

MBA from University of Louisville

Adjunct Professor at Spalding University

Speak and present on a numerous digital marketing topics

@christy_belden

www.linkedin.com/in/christybelden

www.christybelden.com

www.leapagency.com

www.leapagency.com/blog

FacebookTwitter

#Marketing@leapagency

Agenda1. Brand2. Mission Statement 3. Product or Service4. Environment5. Target Audience6. Competitors7. Pricing8. Location9. Distribution10. Goals11. Strategy12. Tactics

13. Channels/Promotion Mix

1. Website2. Blog3. Google Places and

Google+4. Facebook5. Twitter6. Other social media

channels7. Email8. Direct Mail9. Advertising10. Events11. Guerrilla Marketing

14. Marketing Calendar

Brand

• Google Yourself

• What is your story?

• How do you talk about yourself?

• What makes you different?

• One Word

• What types of visuals appeal to you?

• What type of visuals/colors describe you?

Mission Statement

• What do you/product/service stand for?

• Think purpose-driven

Product or Service

• Define what your product or service – IN DETAIL

• Define where you want your product or service to go

Environment

• What industry is your business in?

• Highly regulated? Highly Competitive?

Target Audience

• Who is your audience?

• Create a persona.

Competitors

• Who are your competitors?

• Both offline and online

• Across industries

Pricing

• How much are you going to price your product or

service?

• What do your competitors charge?

• What can the market handle?

• What is your cost structure?

Location

• Location, Location, Location

• Online? Physical Location?

Distribution

• Where do you sell your product or service?

• Retail? Online? Physical Location?

Goals

• Where do you want to go?

• Use SMART goals• Specific• Measurable• Attainable• Realistic• Timely

Strategy

• What are you going to do to get there?

• Your resources, a plan, method or series of maneuvers for obtaining a specific goal

Tactics

• How are you going to get there?

• Specific steps, actions to take to achieve a goal

Channels/Promotional

Mix

Website • Buy a domain• Commit to keeping it up-to-date• Learn basic SEO• Make sure your address and contact information are

prominent• Make sure your links work

Email• Most effective forms of marketing• Need campaign to acquire emails• Email is the best means for sales

Blog • Blog should be onsite• Commit to producing regular content – min. of 1 per

week• ~300 words• Content should be engaging, sharable, relevant• Use photos whenever possible

Google Places and Google+ • Create a Google+ page• Update all of your information with location, hours,

industry• Link website to your Google+ page• Share blog on Google+

Facebook• Optimize bios and about information• Post regular content – shoot for once per day• Use photos• Content should be engaging, looking for feedback

Twitter• Optimize bios and about information• Post regular content – shoot for once per day• Use photos• Content should be informative, thought leading

Other Social Media Channels• Optimize bios and about information• Post regular content • Use photos or video whenever possible• LinkedIn, Pinterest, Instagram, Viddy, Tumblr

Direct Mail• One-on-one correspondence• Use to drive specific, timely action• Geo-target drops

Advertising• Facebook • LinkedIn• YouTube• Twitter• Banner• TV• Radio• Print• Outdoor

Events• Get in front of your customer• Can range in price and time• Self-sponsored or a part of a larger event• May or may not be directly tied to sales• Use with social media• Examples: Booths, Open House

Guerilla Marketing• Element of surprise• Get in front of your customer• Can range in price and time• Self-sponsored or a part of a larger event• May or may not be directly tied to sales• Use with social media• Examples: Flash mobs, sidewalk art, installations

E-commerce Marketing• Selling products online• Increases your distribution• Affiliate, CSE’s, Marketplaces

Marketing Calendar

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Website FB

TW

FB

TWEmail

FBBlogTW

FB

TW

FB Ads

FB

TW

FB Ads

Event

FB Ads

Questions?

Thank You!