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PROMOTE YOURSELF & IMPROVE YOUR VISIBILITY
BUILD YOUR (DIGITAL) BRAND
What are your expectations from this workshop ?
BUILD YOUR (DIGITAL) BRAND
?
WHY DO YOU WANT TO COMMUNICATE?
• Find FUNDS – get a meeting with an investor? • Image building?
• Sell? • Build trust?
• Federate ? • Build a network?
• Test, Have feedback on your product?
BUILD YOUR (DIGITAL) BRAND
What we can offer
Alexandra Birau Senior Digital Marketing Consultant with
international experience in building
c u s t o m i z e d d i g i t a l m a r k e t i n g
strategies and action plans. She
advises startups, B2B and B2C companies
in France and in Luxembourg on their
online growth. Her mission is to deliver
real business value in areas of lead
acquisition, prospect conversion and
customer loyalty.
Netty Thines 25 years of experience in cross channel
communication and measuring ROI.
Makes sure that the stories of the
clients are told in a relevant way,
to the right people in order to
open doors, build relationships and
make the business grow.
BUILD YOUR (DIGITAL) BRAND
How can you build a strong brand ?
BUILD YOUR (DIGITAL) BRAND
What questions are relevant when building a brand ?
Who are you ? What is your story ?
BUILD YOUR (DIGITAL) BRAND
And how do you tell it to whom?
Write the 30 ‘’ mission statement that distils your purpose
Why is it/are you relevant/important for your audience?
What makes you different ?
What is in it for them ?
Why should they care ?
BUILD YOUR (DIGITAL) BRAND
BUILD YOUR (DIGITAL) BRAND
Who needs to know?
Target Personas
BUILD YOUR (DIGITAL) BRAND
How will they know? Owned, Paid, Earned Media
Which channels do you use to promote yourself ?
Networking, PR, Live communication
BUILD YOUR (DIGITAL) BRAND
to establish a strong connection
This can be a one to one meeting, networking event, a workshop
or a speakers opportunity.
Build a brand & manage your reputation
BUILD YOUR (DIGITAL) BRAND
Written – Oral – Visual
BUILD YOUR (DIGITAL) BRAND
Social Media in Luxembourg The most popular social networks were Facebook (57 %), LinkedIn (9 %),
Google+ and Twitter (8 % each).
When it comes to professional networks, only a third (37 percent) of employed respondents claimed to use these.
LinkedIn was the most dominant (34 percent), followed by Viadeo (3 percent) and Xing (3 percent).
(SocialMediaNetworks- Leveragenewagemedia.com, Quest 2014)
Why is your e-reputation so important ?
BUILD YOUR (DIGITAL) BRAND
BUILD YOUR (DIGITAL) BRAND
ZMOT a new marketing paradigm
96% of online buyers are influenced by the brand’s e-reputation when choosing a product
(IFOP, France – 2014)
78% of people search online before buying a product offline (BVA, France – 2014)
E-reputation Let’s see some examples
BUILD YOUR (DIGITAL) BRAND
Product reviews
Distribution network
E-commerce website
BUILD YOUR (DIGITAL) BRAND
Google a start-up
Company directories
Media articles
Corporate website
BUILD YOUR (DIGITAL) BRAND
Google a B2B company
Published content
Events & physical networks
Social Networks
BUILD YOUR (DIGITAL) BRAND
Google a freelance
What can you do to improve your
e-reputation ?
BUILD YOUR (DIGITAL) BRAND
BUILD YOUR (DIGITAL) BRAND
Improve your own website’s presentation
BUILD YOUR (DIGITAL) BRAND
Highlight a more positive product review
BUILD YOUR (DIGITAL) BRAND
Use branding guidelines for your distribution networks
BUILD YOUR (DIGITAL) BRAND
Make sure you have an attractive Wikipedia page
BUILD YOUR (DIGITAL) BRAND
Produce engaging content about your brand
BUILD YOUR (DIGITAL) BRAND
Here are some extra tips
Create an attractive company page on Google My Business (for companies)
Use wikidata to build a personal card on Google (for people)
Be active on relevant social networks
Develop a real Content Marketing strategy for your brand
Using Social Media
Listen – Share Value – Be Available - Increase Awareness - Pitch
BUILD YOUR (DIGITAL) BRAND
Marketing online is based on a sense
of trust and community
Create your online profile – personal and of the company Secure a personal website or blog
Find ways to produce value
Be purposeful in what you share
Associate with other strong brands
Audit your online presence
Cross Channel Recommandations
BUILD YOUR (DIGITAL) BRAND
Authentic KISS
Make it personal Add value/be relevant
Dress it up (Visuals, Photos)
Dialogue – Ask for feed back (Landing pages , Call to action, Formulars, surveys,
polls, questions…) Promote your own media and issues (banners)
Tag, Link
Advertising with low budget
• Build your corporate brand (logo, website, business cards, flyers, fleet)
• Develop your Network – digital but also live
• Produce relevant content
• Optimize Content for SEO
• Get the message out
Website
Linked In
Ineract/Dialog with relevant Groups
Blogs
White books
• Find Speakers Opportunities
• Street marketing
• Events
• Tradeshows
BUILD YOUR (DIGITAL) BRAND
Monitoring & Analytics
• Hootsuite allows you to post updates across all of your social media sites in one single step • Google Alerts monitors the web for interesting content
• Twitter Search (http://search.twitter.com) allows you to search user tweets for keywords using hash tags. Searchable terms
are created by prefacing a word using the # symbol.
• Radian6 and Talkwalker (charge a fee). Allow to track, monitor and react to comments
• Adobe Social get all of your social in one place, measure the impact of social & use integrated social insights
BUILD YOUR (DIGITAL) BRAND
Quantitative improvements are more easily measured, using traditional analytics programs such as Google Analytics. Your blog probably has plugins to measure subscriber count.
Thank You!
BUILD YOUR (DIGITAL) BRAND