Small Business Internet Marketing Secrets

Preparing to build your brand online

28 September 2010

Michelle Gamble, Chief Angel

The Marketing Process

REPORTING

Track and Measure Effectiveness

Branding Take a holisitic approach

the brand, the positioning and the product.

the brand = the business

Think about your own brand

Does it work hard enough for you?

Does it say how you are

different?

Does it say what people

want to hear?

Does it say what you do?

Does it reflect what customers say?

Brand imageThe brand will attract buyers whose actual or desired self-images match the brand’s image.– What is your brand

image?– Who are your

customers?– Do they match?

Objectives of a brand

• Product (or service) differentiation• Relevance in chosen markets• Effective consistent communication• Creating brand loyalty, developing

customer relationships• Build on what has gone before

What’s in a name?

BrandingTool

CI = brand + positioning

Brand

Positioning

Make your Brand an Experience

- Max Brenner- Jones the Grocer- Cold Rock Ice Creamery

Define target markets

• Are there more than one?

• Profile each?• What are the hot

buttons?• Sell into their

listening.

Desired positioning

• How do you want your target market to perceive you?

• What position in the market do you want to own?

• What is your promise to the market…?

Examples of Positioning• BMW – sheer driving pleasure• VB – for a hard earned thirst• Jeans West – fits best• Aussie Home Loans – All the right loans, under one roof• Hungry Jacks – the burgers are better at HJ• Avis – we try harder• L’Oreal – because you’re worth it

• Ad Instruments – Making Science Easier• Practical Systems – Improving the Business of Farming• Clearwater Filters – Leaders in Quality, Value & Service• School of Fine Music – Releasing Talent, Realising Potential• Design Shop – What you Want in Marketing• Houseproud Cleaning – Thorough, Reliable, Responsible

Taglines

PositioningStatements

Use some tools to help such as the brand pyramid

• Attributes– Of the brand

• Emotional Rewards– To being in

relationship with the brand

• Personality– Or brand values

• Benefits– Of the brand to the

clients

• Values– Of the target clients

Brand Essence

Personality or brand values

Values of customer

Emotional Rewards

Functional Benefits

Attributes

Brand Pyramid

:Discerning, feminine, proud, successful, fashion concious

Confident, empowered,

Support, comfort, ease when breastfeeding,

Brand Essence uncompromising quality and luxury maternity lingerie for modern women

Example:Cake Lingerie

classic, elegant, strong, proud, joy, beautiful, fun, uncompromising

small, flexible, professional, efficient, creative, uncompromising

Workshop the desired Positioning Statement

Cake LingerieCelebrating Motherhood

Making the positioning work• Aim to reflect today's reality and help move

the company toward it's sought after, achievable, differentiated sustainable leadership position.

• Claiming to be "the leader" does not make it so. Actions speak louder than words, so follow through with the promises of the brand.

Measuring Brand Awareness

• Direct Traffic (vs linked or search)

• Searches for your co. Name

• Referrals from non-customers

• Business opportunities

Your Website

Direct /Ads

Email

Social Media

Search

Referral/WOM

Your web site is your most important marketing tool..

Put Yourself in the Seat of the Searcher

Good SEO

Terrible Web Site- No contact details

“above the fold”

- Too much text

- Nothing to capture customer details

- No call to action- No Contact Us page

Don’t Burn your $$$

A good web siteHighly visible contact details

Lot’s of relevant content

Tool to capture contact details

Blog to engage potential clients

Defining the goal of your site

Goal: Capturing leads

Questions to ask?

• How will you deal with leads/email enquiries

• What will you offer in exchange for details– Sample?– Discount voucher?– E-guide– Tool/diagnostic

What you might need?

• Contact details visible on every page

• Contact us section • Enquiry form

Goal: Building a databaseQuestions to ask?• How much information do

you need?– A little or a lot?– Will you really use the

information you are asking for?

• What system do you have for storing & segmenting the information– What will you do with it

afterwards?

What might you need?• A CRM System plug-in

– (or API that talks to the one you have)

– API that talks to your email marketing platform

– An email marketing platform

• Offers and a system for providing them (download shop, vouchers etc)

Goal: Selling Questions to ask?

• Does the site layout make the most of your products/service info

• Is your shopping cart easy to use?

• Can you easily update product info/change pricing/do special offers/codes

• How many clicks are there from the home page to purchase

What might you need?• Shopping cart• Payment gateway• Affiliate plug-in?

Goal: Events

Questions to ask?

• Can you send out invitations easily?

• Can you capture and track RSVP’s?

• Can you segment and follow-up?

What might you need?

• Event Calendar• Shopping Cart• E-mail marketing

functionality

Goal: Building a community

Questions to ask?

• Do you need a blog?• Do you need a forum?• Do you need the ability to

offer advertising?• Will you need an affiliate

programme?

What you might need?

• Ability to invite people via your web site to a facebook community or to follow you on twitter?

• Affiliate plug-in• Ad network relationship

Database/CRM tools

Software as a service solutionsGood for small number of usersCustomisation can be minimal

Shopping cart tools

Other useful tools

Happy Marketing!

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