START WITH YOUR BRAND POSITION Your Brand Positioning is An - - PowerPoint PPT Presentation

START WITH YOUR BRAND POSITION

An expression of how your brand fills a need for a particular audience in a way that competitors don’t A guide for the marketing, production and operational decisions of your company

Your Brand Positioning is…

• A clearly defined target audience
• Your category you compete in, as your customers define it
• Your point of difference, something you can own

Brand Positioning Statement

To ____________________________________, ____________________ is the _______________________________________________ that ______________________________________________________________.

Primary Target Audience Company Name Category/Frame of Reference Unique and Defendable Point of Difference

middle to upper middle class moms Target discount department store

• ffers style on a budget

• It helps you make focused decisions in our environment of many choices
• It keeps you and your internal teams accountable for consistent brand image
• Absent a definition, others will define you

Why is Positioning Important?

WHY SOCIAL MEDIA?

Low Cost Responsive Viral Measurable Targeted

• There is a cost to social media, you need to promote posts.
• Non-promoted content only reaches 1-2% of your fans.
• More importantly, it doesn’t reach anyone who doesn’t already know about you!
• BUT…it’s cheaper and more efficient than traditional media.

WHICH PLATFORMS DO I NEED?

• Younger audience
• Visual/design oriented
• Users are not condition to

click through EXCEPT in stories

• Organic reach still possible

with stories

• Somewhat younger

audience

• Urban/suburban vs. rural
• Thought leaders
• Media
• Broadest audience

(millennials+)

• Most powerful targeting

tools

• Strongest click through to

websites

• Working age audience 30-

64; skews male, college educated, employed

• B2B
• Thought leadership
• Targeting by job category
• Can be used for recruiting
• Younger audience (Gen Z)
• Better for brick and

mortar businesses

• Female dominated,

younger audience

• Focused on inspiration
• vs. sales
• Long sales-cycle

• Showcases shared values
• Is useful, interesting, funny, pretty
• Is integrated
• Asks for your fans’ opinions
• Uses photo and video (always)
• Showcases your biggest fans
• Contains a giveaway
• Engages influencers

DO Post Content That…

• Is repetitive
• Asks people to like/follow you to

reach a specific number

• Lets feedback go unnoticed
• Deletes, fuels or ignores negative

feedback

DON’T Post Content That…

• Don’t delete negative feedback unless it

is profane, racist or hateful

• Respond publicly, then take the

conversation offline or in private

• Respond in a timely manner
• Never get heated – think before you click!

Customer Service on Social Media

Social Media Advertising

70% of the buyer journey is completed before a customer contacts or engages with potential vendors. If they haven't found you during their "silent phase" of active evaluation, you won't be part of the remaining 30%

• f their journey when they engage with the finalists.

Targeted Social Media Posts

The first visit to a website is task specific for 95%+ of visitors. Sales and conversions primarily occur

• n the second, or subsequent visits.

This is not a coincidence. It’s social remarketing.

Key Takeaways and Tools

• Use social media to inform, engage and delight customers and

fans

• Commit to producing ongoing compelling visual content
• www.canva.com
• Remember that Facebook is a customer service platform
• Stay engaged, set notifications
• Need to promote content to get visibility
• Ads Manager

Questions?