how are you different: importance of a strong marketing message
DESCRIPTION
The most important step in building a strong brand in a crowded marketplace is to find your unique voice. This presentation by Soapbox Marketing helps companies to articulate a strong message to the right audience on the web and in social media. Also shows some examples of what not to do on your website.TRANSCRIPT
www.soapboxmarketing.com
How to Be Different:Importance of a Strong
Marketing Message
www.soapboxmarketing.com
www.soapboxmarketing.com
Brought to You By…
Soapbox Marketing
• Marketing strategy & planning
• Brand messaging
• Content for web, print
• Lead generation programs
• Social media strategy / communication
• Virtual Chief Marketing Officer
X
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Brought to You By…
Soapbox Marketing
• Big Agency Know-How
• Real “Management Team”
Experience for your team
• Passionate to a fault about
delivering Marketing Excellence
• There when you need us, for as long as you need us
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What You Will Learn
• Articulate what makes your business different
• Make an emotional connection
with your audience through your
marketing
• Build your community to build
loyalty
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www.soapboxmarketing.com
Your marketing message is not:
We do this
….and this
….and this
… and this,
too
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How do you go from…
YouYou
Web Web SiteSiteWeb Web SiteSite
SociaSocial l
MediMediaa
SociaSocial l
MediMediaa
LeaLead d
GenGen
LeaLead d
GenGen
PriPrintntPriPrintnt
C
C
C
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To This?
CustomersCustomers
WebWebSiteSiteWebWebSiteSite
SociaSocial l
MediMediaa
SociaSocial l
MediMediaa
Lead
GenGen
Lead
GenGen
PriPrintntPriPrintnt
www.soapboxmarketing.com
Who Are Your Customers?
Education?
Profession?
Age?
“I have no
time”
“ I want easy”
Income level?
“I don’t trust
you”
“I am risk-adverse”
Purchase
Influencer?
“I’m a cheap skate”
Decision
maker?
Tech savvy?
Job Function?
I HATE to shop
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What are their Pain Points?
What is the thing they need, or the
problem/concern they have that
your company can fix better than
your competitors can?
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Customer Profiles
Start by building Personas for each target customer.
Be descriptive… humanizing.
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Personas
Lou owns a growing, mid-sized manufacturing company. Lou is in his 40s, wears glasses and tries to squeeze in an early-morning workout whenever he can. He wears jeans to work, and drives a late model SUV with a booster seat in the back seat. He's harried and worries about managing his company's growth. He wants to use technology to increase operational efficiency and customer satisfaction, and to offset the rising costs of doing business, but doesn't know where to start.
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Personas
Jill is Lou’s director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She drives a new BMW convertible. She struggles with managing a dozen salespeople, many who are 10 to 15 years older then her. Jill wants the company to invest in a new CRM system to replace the contact management they outgrew, but wonders how she'll convince Lou and the company's CFO to spend the money.
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Now What?
• WRITE IT DOWN!
Create a Brand Overview
so that every company stakeholder
views your brand in the same way.
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3 Characteristics of GOOD Marketing Messages
Clarity
Relevancy
Credibility
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Your Website
- What’s my message?
- Will they know they are in the right place?
Clarity
- Does the visitor get my message quickly?
- Information is easy to find
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Your Website
- Keep your web site customer-focused
- Your “look and feel” matches your business
- Who Cares? Talk about what concerns them
- Give ‘em what they came for !
Relevancy
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Your Website
- Believable, trustworthy, expert
- Proof Points: Testimonials, case studies, stories, videos, articles, white papers, customer list
Credibility
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9 Second Rule
You have just 9 seconds to get your message across
Let’s first look at examples of BAD home pages…
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What the heck do these folks DO???
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What the heck do these folks DO???
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Who we are
Why we’re different
Benefits to you
Now let’s look at a targeted home page…
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Why you should care
To Donors
To Media
To Pharmacists
Clear messages to 3 target audiences.
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Be Consistent
Consistency builds brand awareness!
Repeat your message everywhere because…
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Social Media
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Make Your Message Social
• Your message and value proposition must carry to your social media presence.
• Content you post should reinforce your message whenever possible.
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Provide valuable info
Share original content
Demonstrate expertise
Start conversations
Build community
Create Social Media Value
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Blog? About What?
• Market trends/perspective
• Issues important to your customers
• Client success stories
• Your niche expertise
• New products & services
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Remember:
• Tell ‘em what makes you different
• Demonstrate value – why choose you
• Define your audience & pain points
• Clarity, Relevancy, Credibility
• Be consistent
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We Can Help
Soapbox Marketing helps organizations like yours to:• Make an emotional connection with
your audience.• Articulate value in all your
communications• Demonstrate uniqueness in all your
marketing touches
www.soapboxmarketing.com
Call: 703-626-1297
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