10 Tips for Small Businesses on Branding & Marketing

www.brandmirror.com @BrandMirror BrandMirror © 2015 All Rights Reserved.
Impact Branding and Marketing
for Small Businesses
BrandMirror
2015

“Are you out of sight
and out of mind?”

Overall Summary
Small Business owners wear many hats:
– CEO, CFO, CMO, CTO
Today we will focus on key elements of branding
and marketing, this will include:
1. Framework to help make branding & marketing
simple and actionable
2. Key insights in branding and marketing
3. Tools to provide a way to make them easier and
more manageable – we only manage what we can
measure

#1 Understand Your Brand
In
PersonOnline
YOU

Create
Opportunities
This market insight allows the ability
to create opportunities
Your Unique
Promise of Value
AudienceCompetitors

#2 Your Brand DNA: What You Are Known For?
Professional
& Fun
Approachable
Gutsy
Strategy
Structured
Impact
Be True to
Your
Company
Voice

#3 Where are your customers?
OneCUSTOMERSMany
Traditional MARKETING CHANNELS Social
Networking
Print
Speaking
Articles
Sponsorships
Radio

#4 Be a Noise Breaker Create Your Unique
Content
LowContentCreationHigh
Low Content Curation
High
Not a lot of unique
content, tons of
sharing
Focus on Unique
Content Creation
Where there are not a
lot of voices creating or
curating
Do Something, Not a
Ton Though
There is a lot of
content created, not
much curated
Do Both – Curate and
Create aggressively
Tons of CONTENT
Focus on Content
Creation mainly, with
some Curation (if you
have time do more)

Key Elements to Your Digital Brand
Authenticity Relevance
Visibility Share-ability
Personas
& Tone

1. What are your
goals?
2. What
platform(s) do
you need?
3. Who can help
you?
4. What should
you say when?
5. How do you
know it worked?
#5 Test & Learn Methodically
Be True to
Your
Company
Voice

#6 Every Channel is Not Equal
What to communicate…
Project Updates / Photos, Events
Updated videos – create videos of
projects, interview staff about
projects
Multiple Boards that align with your
purpose and market
Tweet real event news and real
time or digestible content from
others
Showcase videos (augment with
google+)
Primary Social Media Secondary Social Media
Share news on projects, recognize
partners, share articles, tips, publish
if you can, leverage a Company
Page and Personal Page
LinkedIn
YouTube
Facebook Pinterest
Vimeo Twitter

#7 Get in front of people (Out of sight, Out of mind)
HARO – Help a
Reporter Out
CurateContentCreate
Content
One on One Small Groups Larger Audience
Recognition
(Newsle, LinkedIn)
Recognition
(Newsle, LinkedIn)
LinkedIn Publications
Sponsored Updates
Webinars
Vine Videos
Speaking
Engagements
SlideShare

Make Your Marketing “Count”
1
2
3
4
Use #hashtags to track conversations, join them, and create new ones
Tag people in updates / news / recognition to gain visibility for you and
them
Leverage links and services like bit.ly and Buffer to see click-throughs
Share your content and content from others – Give, Give, Get

#8 Create Your Visibility Calendar
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
New
Clients
Past
Clients
Prospects
Public
Editorial Calendar | Communication Plan

#9 Create Your Marketing Dashboard (KISS)
@BrandMirror

Know More About SEO
1
2
3
4
5
6
7
8
10.3 Billion searches each month
93% of online starts with SE
Source: http://www.business2community.com/infographics/top-8-surprising-seo-facts-know-infographic-
0965850?utm_content=buffer3aebf&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer#
!bDUeyL
Google now looks at words and
Meaning with Hummingbird
SEO is about on your page and
Where you show up on others
Social Media is Playing a Larger
Role than ever before
People constantly change/learn
With their searches – be smart
Google constantly changes its
Algorithm – stay informed
57% of online marketers say
Content is still king, best strategy
You are not alone, others learn
About this too…

#10 Content is King – Re-leverage Content
Tweet
LinkedIn
Groups
Blog
Facebook
Company
Blog
Company
Tweet
Email

Next Steps & Recommendations
• Identify your primary and secondary channels
• Create 1 campaign with clear goals and outcomes and test & learn
• Try Buffer or HootSuite
• Consider attending the Social Media Summit Conference throughout
the month of October
• Leverage Social Media Examiner to stay up on social media (one
easy resource)

Be Intentional
Identify 3 Things to Do Right Now
1 2 3

Jen Dalton
@JenVDalton
@BrandMirror
jendalton@brandmirror.com

Understand Your Brand
“We are CEOs of
our own
companies: Me,
Inc.”
― Tom Peters
“Authentic
brands don't
emerge from
marketing
cubicles or
advertising
agencies. They
emanate from
everything the
company
does...”
― Howard
Schultz
YOU

What are your goals and tactics?
Your Website
LinkedIn
Webinar (GoToMtg,
Lynda,SkillShare)
E-Letter (MailChimp)
Twitter
List Generation
YouTube
Create offers to
drive sign up
Blog
SlideShare
Goal:
Drive awareness,
engagement and
followership
Tactics:
Build out your
channel strategy
Engage &
Monitor
Speaking Engagements

Q32014 Q42014 Q12015 Q22015
Give, Give,
Get
Create
Content
Engage
Timing is Everything
HARO – Help a Reporter Out
Recognition (Newsle, LinkedIn)
Recognition (Newsle, LinkedIn)
Blogging
LinkedIn Publications / Sponsored Updates
Webinars
Vine Videos
Monthly E-Letter
Twitter
LinkedIn Updates, Shares, Comments
Speaking Engagements
SlideShare

• Who are they?
• How are you
different?
• What are they
doing?
• Purpose
• Story
• Values
• Vision
• Passion
• Tone & Voice
Details Behind the Circles
Unique Promise of Value
Competitors
Audience
• Who is your
target?
• Where are
they?
• How & When
can they be
reached?
• Personas
• Metrics!!!

Understand Your Marketing Funnel
Awareness
Consideration
Interest
Sale
Repeat
Customer
Referral
Creating opportunities to be
visible & shareable
Clear messaging & value
proposition in proposals
Generate excitement through
proposals
Approach to closing the sale
– make it an experience
Show thanks through
additional value
Show thanks through some
value add back

10 Tips for Small Businesses on Branding & Marketing

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10 Tips for Small Businesses on Branding & Marketing