Day 1: All About Customers Focusing on the 10% • Bullseye Targeting • Unique positioning • Statement • Destination • Monument • Customer Persona
Day 2: All About You! Brief • Memorable • True to your business’ • core values Credible promise • Differentiates • 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? Webinars Infographics Photos Interactive quizzes Print ads Videos Radio ads TV commercials Graphics and Interviews illustrations Podcasts User-generated Social media posts Books and e-books content Emails Magazine articles Songs Blog articles Workshops Documentaries Whitepapers Case studies Word clouds Events Charts 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
Heartworn Vintage’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
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