Customer Persona
Day 1: All About Customers
• Focusing on the 10%• Bullseye Targeting• Unique positioning
• Statement• Destination• Monument
• Brief• Memorable• True to your business’
core values• Credible promise • Differentiates
Day 2: All About You!
Unique Positioning Statement
You don’t need to create a story, you already have a story!
“The oldest tool of influence is also the most powerful”
Content and Storytelling
Marketing Made Easy – Day 2
Marketing Storytelling
You don’t need to create a story –you already have a story!
What is Content?
Photos
Videos
Graphics and illustrations
Social media posts
Emails
Blog articles
Whitepapers
Events
Infographics
Print ads
TV commercials
Podcasts
Books and e-books
Magazine articles
Workshops
Case studies
Charts
Webinars Interactive quizzes Radio ads Interviews User-generated
content Songs Documentaries Word clouds And more!
Marketing Storytelling
Marketing should be about sharing what you love as it organically occurs, not cultivating “perfect moments”
You Already Have What You Need
Use what you already have (or can get for free) – equipment, tools, and helping hands
User Generated Content
Make a hashtag! (Just always ask permission before reposting pictures that aren’t yours)
Make it Easy!
Stories about you & your staff
Stories about your customers/pets
Products & services - what’s new, what’s the most popular, etc
One image-one sentence technique (examples on next slide)
Reinforce values and brand
Behind-the-scenes
One-image-one-sentence
INTERACTIVE: Business Identity Notecard
You have 5 MINUTES to write your business identity on a notecard
This is the “mom conversation” – “I started a business and I do this”
How are you communicating your truth and what you’re offering?
Content Calendars
What are they?Why do I need one?
Traditional Calendar
Spreadsheet Calendar
Board (Trello) Calendar
Gantt Chart Calendar
Which is Right For Me?
No calendar is one-size-fits-all and there is no wrong way to build a content calendar - find a solution that works for you!
Set it and Forget it!
The magic of automation
SHOW AND TELL
What’s right in front of you?Marketing should be about sharing what you love
as it organically occurs, not cultivating “perfect moments”
BJ’s Fun Boomerangs
Jack Brown’s Notcher Moments
HeartwornVintage’s Snappy Captions
Black Sheep’s Fun With Product
Friendly City Food Co-Op Loves Their Veggies
The Lady Jane’s Foster Furbabies
Making the Ordinary Extraordinary Through the Magic of Taking Pictures Outside
Wrap-up and a Challenge:
Your challenge: Find 2-3 other businesses in the US who are in your industry, operate out of a similar area (not direct competitors in Harrisonburg – look outside the Valley), and have a similar customer base as you
Research their marketing and note what you like and dislike about it
Find a goal inspired by them for you to work towards
Consolidate your findings and share on our Facebook group before our next session!
Fill out your June content calendar with at least 5 entries per week