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www.voxdelta.comElliott Farber www.voxdelta.com © 2016. All Rights Reserved.
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AgendaTalking point for presentations
Introduction
Branding
Internet, Print & Media Marketing
Conclusion
www.voxdelta.comElliott Farber www.voxdelta.com © 2016. All Rights Reserved.
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Welcome MessageAbout This Presentation
This presentation is meant to help you understand the world of marketing and advertising yourself and/or your business.
There is a lot to cover, so have pencils ready for notes! If you have any questions, please raise a hand and ask! Ask me anything, there are no stupid questions!!
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Facebook.com/elliottfarber
My name is Elliott Farber. I started a company to help clients present and market their brands online!
Elliott FarberInternet Marketer at VOXDELTA
Contact Me
My History
2007 graduated fromFAU
2010 Designed my firstBusiness Website
2012Began Working inInternet Marketing
2013Started Working withLaser & Beauty
NOWOwner ofVoxdelta
elliott@voxdelta.com
www.voxdelta.comElliott Farber www.voxdelta.com © 2016. All Rights Reserved.
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About My Company
WE ENHANCEYOUR BUSINESS
3 Years oldWork with Local & National BusinessesSeveral Clients in Beauty/Spa Industry
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Marketing = Promotion
When you start a business or startworking at a new location, nobodywill know you are there unless youtell them!
If you do not market or promoteyourself in any way, you cannotexpect to be successful in anindustry where there iscompetition.
Promotion
Why Do Marketing?Marketing allows you to promote your
business and services to the public, and gives you an opportunity to convince people that they should choose you to provide the
services they need!
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Marketing Definitions
Print Marketing: Items which are printed
Media Marketing: Marketing using mass media
Internet Marketing: Marketing on the internet
Channel: A single marketing method used to reach customers
Marketing Glossary
Campaign: A unified marketing effort
Target Audience: People targeted as potential customers likely to need your services
Copy: The text and wording used in an advertisement
Conversion: When a new client is gained due to marketing efforts
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Aspects of Marketing
InternetAny Marketing which uses the internet to reach potential customers
Word of MouthWhen friends and clients tell other people about your business and services
BrandCreating a Brand Identity, and making people aware of your
Brand in a positive way
Print/Media“Offline” marketing in the “real
world”, like billboards, flyers, magazines, TV, radio etc.
Marketing
Your Brand Will HelpDefine Your MarketingMarketing works best when informed by your brand identity and image. Before you spend any money on Marketing, you should define your brand so that your marketing aligns with your brand.
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What is a Brand?
Its who you are to potential customers. Think of well known companies and you will see you hold certain ideas about companies, for better or worse.
A cohesive brand identity that is favorable in the minds of potential customers makes it easier to earn business unlike a company they never heard of, or one they have a bad impression of.
A brand identity is formed by the way they try to create their brand identity (desired), and the experiences and knowledge people have in relation to your brand (acquired).
Brand = An Identity that Defines your Business
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Define these Brands
When you think of the following well known brands, what words come to mind? Say whatever comes to your mind first.
1. Target:
2. Louis Vuitton:
3. Apple:
Define these Brands in 3-5 words / phrases
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My Answers
Here is how I defined the brands. Did I think of anything different?
Target: Affordable, Pleasant shopping experience, Friendly staff
Louis Vuitton: Stylish Products, Expensive (sometimes over-priced), Exclusive
Apple: Easy to use products, Intelligently designed, Over-priced,
What I Chose
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Creating Your Brand Identity
Like the examples before, you need to decide what words and ideas you want people to think about your brand. Once you decide what your brand identity will be, you can build your brand!
Some desirable ideas for beauty and aesthetics businesses:
Creating Your Brand Identity
•Friendly•Trusted•Painless•Beautiful Results•Great Customer Service
•Luxurious •Knowledgeable•Latest Treatments•Relaxing•Chic & Trendy
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Creating Your Brand Identity
Once you have decided what kind of brand you want to be, what can you do to create your Brand Identity? Here are some ideas:
Creating Your Brand Identity
•Color Palette – Choose a color palette for you brand, and use it EVERYWHERE! •Uniforms – Set a company dress code•Code of Conduct – Define how employees should act when in uniform
•Products – Choose products to stock which fit your brand and your client base.•Location – Where an office is located can say a lot about a brand.•Senses – Sounds, scents, lighting can all be part of your identity!
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Identity: Desired vs. Acquired
For the most part, a business is responsible for shaping its identity in the minds of potential customers. This identity is formed by reactions to marketing material, opinions about your physical office, interactions with staff, and experiences with the services and products offered.
A brand identity is formed by the way they try to create their brand identity (desired), and the experiences and knowledge people have in relation to your brand (acquired).
How Do You “Establish” a Brand Identity?
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Brand identity Examples
Wal-Mart•Desired Identity: Megastore with wide selection of Everything, low prices, and can be found everywhere•Acquired Identity: Poor customer service, long lines to checkout, cheap products, poor shopping experience
Volkswagen•Desired Identity: Reliable cars, good performance, safe, eco-friendly•Acquired Identity (after emissions scandal): No public trust, bad for the enviroment
How Brand Identity Impacts Your Thinking
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Define Your Identity
1. Business Name, LogoYour business name and your logo will impact how people see your brand.
2. Brand IdentityDecide how you want people to think of your brand, then decide how your business will embody those ideals
3. Brand AestheticThe look of your office, staff, website and marketing material should be informed by and follow your Brand Identity
4. Brand Placement, AssociationBe aware of where your brand is placed! This goes for office location, marketing placement, and staff wearing your logo.
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Branding Goals
Define Your BusinessDefine your brand to present a cohesive image of your business.
Stand Out From CompetitorsDon’t blend in!! Give people a reason to choose your business.
Be Loved by Target AudienceMake sure the brand you create resonates with your clients.
You Have A Well DefinedBrand, Now You Can Market!
Suitable for all categories business and personal presentation farmers ensure that
we will bring the best of the market to yourkimquae ab illo inventore veritatis et.
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Marketing Your Business
Now that you know who you want to be (Brand), you can start thinking about how to tell people about your Brand (Marketing). Basic Steps are:
1. Define your Target Audience2. Set SMART Marketing Goals3. Choose an appropriate Marketing Budget4. Pick appropriate channels based on Target Audience and Budget5. Create your Marketing Material6. Start marketing your business!
Marketing 101 – Step by Step
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Define Your Target Audience
Knowing your Target Audience lets you create marketing campaigns that resonate with potential clients. You can define a target audience by gender, age, income, race, hobbies, beliefs, etc. Don’t be afraid to run multiple campaigns to reach more than one audience!
Who is your Target Audience?
Before you do anything, you need a Target Audience!
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Set Marketing Goals
Specific: Make specific objectives to get best result
Measurable: Metrics to see if you were effective.
Achievable: “100% satisfaction” isn’t realistic.
Realistic: Resources, tools, staffing to meet your objectives
Timed: Set time frames to make objectives real and tangible.
Set SMART Marketing Goals
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Choosing a Marketing Budget
Most people going into business understand they need to do marketing. However, many vastly underestimate the costs of marketing and do not factor in the cost of marketing when calculating the cost of opening a business.
Marketing is not a cost…its an INVESTMENT! You should think of money spent on marketing as an investment, where you will be getting more back than you put out.
Determine Your Marketing Budget
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Recommended Marketing Spending
Internet MarketingSuitable for all categories business and personal presentation
40%Brand Awareness
Suitable for all categories business and personal presentation
20%
Print/MediaSuitable for all categories business
and personal presentation40%
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Print Marketing
Most marketing is print based marketing. It typically requires a designer to create the material and a professional print shop to produce the material (business cards, flyers, signs, etc).
Most print marketing is relatively inexpensive, making it a great way for businesses with smaller marketing budgets to do marketing.
Be careful when choosing a print shop! Some shops overcharge for materials, and many don’t actually print the materials themselves and outsource the printing instead.
Advertising in the “Real World”
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Print Marketing Types
•Business Cards•Flyers/Brochures•Window Decals/Vinyl•Outdoor Signage•Billboards•Auto Decals/Vinyl•Magnets
Types of Print Marketing
•Newspaper Ads•Magazine Ads•Postcards/Mailers•Banners•Posters•Promotional Items (Pens, Flashlights, etc.)
•Company Scrubs/Shirts
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Marketing At Your Location
There are tons of different options when it comes to print marketing. How do you pick which ones are right for you?
The Basics: Business Cards, Window VinylThe Basics +: Business Cards, Window Vinyl, Company Scrubs/Shirts
High Foot Traffic: Outdoor Signage (A-Frames, Standies, Banners, Posters)
There Are So Many Options!
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Marketing by Mail
Some printed materials are really easy to use for marketing through the mail. While “snail mail” may not be new, it can allow you to reach a lot of people without breaking the bank.
US Post Office has an awesome program to send postcards to every address in selected zip codes. All you do is provide the postcards, pick your target zip codes, and your done!
You can also hire a marketing company to send flyers, brochures, etc. to specific addresses by purchasing a mailing list and having your marketer target those addresses.
Don’t Forget About Snail Mail!
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Newspaper & Magazines
Newspaper and Magazine placements are a great way to market your business! The most important thing is to decide which publications you want your ads to appear. Most Publications can offer you readership statistics so you can understand their audience and pick the right publication for your business. Which might work for you?
•Palm Beach Post (or the local newspaper for your location)•Regional Magazines with related content (Palm Beach Illustrated, Palm Beach Woman, The Palm Beacher, WPB Magazine, PBG Lifestyle, etc.)•Church, Temple, School Publications (smaller audience, lower cost, but can be effective)
Buying Advertising Space in Publications
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Media Marketing
Mass Media Marketing is an extremely effective means of advertising your business. Its one of the best ways to reach a large audience. Commercials will allow you to increase your brand visibility, and communicate with your audience in a dynamic way that is hard to accomplish through print advertisements.
Commercials on Mass Media
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TV Media Marketing
Commercials used to be something that was totally beyond the reach of small businesses. Today, thanks to advances in video editing software, the cost to produce a commercial is lower than ever before. Digital Television also makes it easy to reach a specific local audience and offers reasonable pricing.
You can air a commercial on Local Networks (Fox29, WPBF, WPTV, etc) or use Comcast Spotlight Advertising to air commercials on Cable TV.
About Television Commercials
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Radio Media Marketing
Depending on your target audience, advertising on the radio might be an effective way to connect with your audience. Advertising on the Radio is typically cheaper than advertising on television.
While it would be wrong to leave this out of the presentation, I am not so sure that radio ads are the way to go for advertising within this industry. The one time I think radio ads could be a great idea is as part of a grand opening, to help build overall brand awareness.
People Still Listen To The Radio!
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Internet Marketing
The web is important to business in today's world. You need a business website that can help to attract potential clients to you, and inform people how to contact and locate your business.
Many savvy business owners go even further, utilizing other internet marketing methods like Search Engine Optimization, Local Listings, Pay Per Click ads, Social Media Marketing, Content Marketing, and other online methods of attracting new clients.
How do you make the best use of the internet to grow your business?
Use the Internet to Grow Your Business
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Internet Marketing – In Order
The ideal order of Internet Marketing is:
1. Business Website2. Search Engine Optimization3. Local Listings4. Content Marketing5. Pay Per Click/Social Media Marketing
Which Internet Marketing is Most Important
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Business Website
Your business website is like an advertisement that is always on 24/7. It should look attractive to potential clients, as many people judge the quality of a business by the quality of their website.
It should also align well with your brand image. This will help to prevent dissatisfied “problem” clients you wish had never come into your business.
Lets discuss two websites offering facials to see what we think of each business.
You Must Have A Website For Your Business
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What You Should Know About Websites
Don’t try to become a web designer in order to do one business website for yourself. Just be aware of the basics so you can get the best website when you decide to launch your business.
What You Should Know1. Parts of a Website – Knowing the parts of a website lets you tell a web
designer what you want 2. Features you Want – Do you want contact forms? Set Online Appointments?3. Know your Content – Web designers need to know as much as possible from
you about your brand and services.
Some Things You Should Know
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Website Architecture
HeaderTop of a website, typically contains the main menu and logo
Above the FoldAppears on screen when a page loads. Attractive Graphics Required
ContentThe main text of a page on a website.
FooterUsed to display links, location and contact information, or social icons
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Some Popular Website Features
Allows your staff to make small changes easily
Web Editor
A link to Google Maps so people can get directions
Google MapsContact forms so people
can quickly contact you
Online Forms
Allow people to make appointments on your site
Set Appointments
Automatically push posts to social media and show feeds from social media
Social Post/FeedSell products online with
Ecommerce store
Sell Products
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Responsive Website Design
MOBILE FRIENDLY!!!Modern websites must be built so that they will look good on any device. Mobile web browsing is how many people search the web, and your site must look attractive to potential clients. This is Responsive Website Design.
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WebAnalytics
Keywords
Content
Architecture
Usability
LinkBuilding
Optimization
Aspects of SEO
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Search Engine Optimization
I could literally talk for hours about SEO. I'm not going to do that today. So, what is the shortest explaination of SEO? Here it goes.
SEO is a series of techniques and tools used to help your website rank high in searches on Google/Bing.
How does SEO work? The simple answer it is weighs Relevance and Reputation. If your page is highly relevant, and your website has lots of inbound links from reputable sites, you will rank highly every time.
SEO in a Nutshell
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Search Engine Optimization
This is a quick example of the impact of SEO. Searching for “laser hair removal training”leads to LBI as the first local result and 5th
organic result.
It ranks highly for most related terms, and Ranks even higher when a geo modifier is Added (Jupiter, Palm Beach, etc)
Quick Example
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Keywordshelps
So
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Me
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Use
too
lsG
et
optimaztionp
roje
ctS
EO
peoplesmarketing
min
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it
collectedtraffics
rese
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understandwebsite
KeywordsKeywords are words and phrases which you want to rank highly for when people enter them into search engines.
So if you want to try SEO on your own, you have to make sure you’re a page has a high relevance to those keywords.
Be careful, as “keyword stuffing” can lead to a penalty!
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Link Building
Link Building
Link building is the process ofgetting INBOUND links to pages onyour site from other websites.
The best links will come from siteswithin or related to your industrywith high domain authority.
Too many low quality links will hurtSEO and could earn a penalty!
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Content
About Content
Content is information and experiences that may provide value for an end-user/audience in specific contexts – WIKIPEDIA
Content includes any text, ad, audio, video, webpage, experience or app designed to provide the customer or user added value and higher satisfaction – Elliott Farber
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Content
Examples of Interesting Content
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Content
Examples of Interesting Content
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Content
Leads (L) – Get New CustomersRepeats (R) – Encourage repeat visitsSales (S) – Alert fans about latest promotionsLoyalty (Ly) – Improve brand loyalty, satisfactionConnect (C) – Links to other social platforms/ content Customer Service (Cs) – address your clients publiclyEducate (E) – Give knowledge on proper skin care, etcFeedback (F) – Get ideas from the people who matter
How To Use Content
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Content
Write about new treatments you are offering
Write about best ways to care for skin post-treatment
Articles on various issues and how specific treatments offered can help
Some Quick Ideas
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Social Media
Main Social Media Networks
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Social Media
Primary Purpose - To ENGAGE your audience. If you think its about marketing and sales, think again!
My Definition: “Social Media refers to a type of Content created for the specific purpose of sharing and initiating a dialogue between two or more individuals.”
•Its NOT like traditional advertising•Don’t try to sell stuff in every post•Make posts regularly, or be a “ghost-town”•Never argue or be rude to your clients!
Social Media Basics
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Social Media Ctd.
Driving user behavior (to make a purchase, set up an appointment, etc) should always be a secondary goal.
Don’t talk at them, talk with them!
Be Social!
The right Social Content on right Social Networks = Social Media Success!!!
Social Media Basics
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Social Media Content From Clients
Reviews, testimonials
Q&A, FAQ on website
Forums, comments
Examples & Before/After
The Best Social Content Comes From Clients
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Social Media Meltdown!
Never Have A Meltdown on Social Media!
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We Do: Web Design – SEO – PPC – Branding - GraphicDesign – Printing – Email Marketing - eCommerce
Why You Should Choose Us
Marketing takes time and effort. Hiring a pro saves lots of timeSave Time
We offer great pricing options, and provide discounts to LBI studentsSave Money
We can customize our services to meet your needs and budgetFlexible Options
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Contact Us
561-346-6211
elliott@voxdelta.com
www.voxdelta.com
See You Soon....