Categories
Online Marketing

How to use Google Analytics by Aferdita Pacrami CEO 90 Digital

So a huge part of what we do is just analytics so having data there to kind of explain what we do to see if it works to pretty much come up with strategies and everything is led by date. Everything is led by research or ohm, analytics dates, and things like that, so this is cool.

What we’re going to talk about today, specifically focusing on google analytics. It’s widely used analytics platform. It’s pretty, and I guess that’s what you guys are learn who this semester first thing: I’m not really going to go through how to add the tracking code and stuff, like that. That’s that’s kind of basics and Google Analytics itself as well, just really good guides for how to do this, but these a more kind of tips that maybe they might not really tell you about so first thing when you first set up with google analytics account.

You’ve got your account, your property and your main view as a default. You’ve got the all the website date of you now. Something to bear in mind with google analytics. Is that as soon as you set it up, that’s when it starts recording data. So it’s not historic its immediate and, if you add any filters to refuses, then who are likely to that tells good want to let it how to track so it completely changes what it’s trucking.

So so you have a filter soon ignore any visits from the UK. For whatever reason it literally will ignore them. So let’s say today you set up your google analytics tomorrow. You apply this filter, you leave it there for a week, then after week, you’ve removed it. That means that you’ve got a hold of completely different data, and you can see the issues with this because then you’ve got inconsistencies in your data.

So something to remember is whenever you set up, google analytics make sure that you’ve got one completely unfiltered view. This is one where you don’t apply any filters, don’t change anything and it’s their kind of as a backup, because if you make any mistakes with your filters or if you just want some clean data which is really valuable, you want to make sure that’s there and Then you can have your main here with them.

You know if you can filter IP addresses or whatever and then also set up a test where you would test out new filters before you apply because, like I said it’s, it’s immediate. So if you get that wrong, then you’ve got on the clean data so make sure always to have a test view. It’s really the core of using should have or the minimum or through it. You can have up to 25 and you can set it up. However, you want it always the three important ones.

Are your unfiltered view, your main you, where you apply some coracle, turns your document and also test view where you can test out any additional filters. Yes, so the main filter that I would first of all set up his IP filters, um. Yes, whatever business, you have you, you don’t want to track your own visits, because I could end up being misleading if everyone, your team, has come something on your site.

You know dates up, might look really impressive when in reality could be. You know half of the traffic that you’re getting any other filters depend on kind of what you’re. After so, for example, you might want to set up separate these four different other folders on your site, so you can set up these four. You know site.Com /of store and that’s one folder structure or psycho come forward. Slash dog things like that, so to kind of separate um your data into different kind of views and just to dig a bit deeper into filters.

So they’re, pretty easy to add you um analytics, already gives you kind of predefined filters that are the most common ones that you use and again one of the main ones that everyone uses an IP address filter and it’s just excluding your IP address and just a Note on IP addresses – I don’t know if everyone knows this, but a personal internet providers have a dynamic IP addresses. So, for example, if you’ve got whatever intimate you’ve got at home, your IP address will likely change every few months.

Family business providers really offer static. Ip addresses so that’s something to bear in mind when it folks bring our IP addresses. If, for example, you want to build throw your University access are not so sorry tropic, then you can set that up. You can just find out with your IP addresses for your uni and it ignores all traffic on between you guys. But if you want to filter out your home activity, you your best of doing that, maybe with location looking at other ways doing that instead of IP address, because after a few months, you’re going to have a different IP address and best case scenario.

Is you just have to update these filters every few months, which I don’t really recommend because it’s a lot of admin work worst case scenario, these IP addresses get reused by your internet providers, so somebody else subscribe to that entering our package will get your old IP Address now it’s pretty unlikely, but they might end up being a user on your website, so you unknowingly, filtered they’re out there relevant traffic.

If you have any kind of search functionality site, is to set up site search on there. It’s really valuable information because it gives you an insight into what people are looking for when they come onto your site, especially the reason one people would you say, searches, because they haven’t immediately found what they’re looking for and by seeing the keywords after entering – and you Know exactly what they’re interested in and maybe how to make the process easier for them how to make the presence of fondant that page easier for them.

So again, it’s in your main um preferences. That’s what is you just switch on the site, search, tracking, German, beautiful? So in Google this would be your profit ur q and it’s kind of the most used one in a lot of search functionality. Anything after search Q equals Tesco. This is the keyword, research for tesco stores. Some sites have additional filters, so, for example, they’ve got the main search box and then categories, and you can set that up as well, so that you can look at which categories people are selected.

For example, update you select your parameter queues and everything after this parameter is the site search. You can strip that openurl, so you don’t see it in your pointing, and you can also set up a category parameters for the counterpoise. It’s always before an equal sign. For example, here the different categories are English language in french language and very similar to the cube from turkey Ian equals and then um whatever the category.

Is there another thing to make sure to switch on when you’re studying google analytics of this on the demographics reports? So this is typically used for a remarketing data, but it’s also really useful for getting additional data analytics reports again this this future can be found in your few dates on these settings and what it does is when we go into your audience with points you can Actually see the different demographics of users that are coming onto your site and that’s really useful data I mean, in the long term, maybe want to do some surveys with the customers to find out where they are what they’re interested in.

But this is a great start about, because once you have this kind of information, you can really target your website to. You know that you know mainly 25 to 34 year olds, physiol website them and the majority of them are male. Then you have some ideas of how to target them. You also get interests as well. So you can see what else are interested in the way that Google Analytics take statements just by seeing what else are searching for a new database when they go to your site.

So because so many people use google analytics and they also have all the data from search. They could give you this information, but we need to enable um demographics in your setup. So I’m going to go through just some different types of conversions and how you can set up goals. So, first of all, goals are in your view as well are just in your viewing kollam. You can see Bulls there, and this is kind of how it looks like against you.

Some template, wolves and you can use or you can set up your own custom goals. These templates are quite good, but they fit specific purposes. So if you don’t have an e-commerce site, then you may just want to set up your own goal. So I’m going to talk a bit about micro, conversions and before I go into well. How does that are, for you have two different kinds of conversions and your micro, conversions and macro conversions.

A macro conversion is kind of your of the main conversion. It’s your answer. So, if you’re an e-commerce site, it’s the point where somebody ads as an item to the basket and makes approaches they bought a pair of shoes over something that is a macro conversion. Micro conversions are smaller conversions that lead to user to making a purchase. So it could be something like subscribing to your newsletter.

It could be spending more time on your site, so reading descriptions of the shoes reading, reviews um things like this, so things that would lead somebody to making a macro conversion your site and or you can set up with tons of conversions in Google Analytics. And it’s just in a goal set up. Okay, so a an example of a micro conversion would be time on sites. I am assuming that the more time people spend on the side the more the more interest that they are in the content, so the more they’re reading about the products, the services that I’m offer.

So I would look at the average duration on the site and see typically how long people take before they converts before the odds of basket or hook complete a form or whatever. And then I would take an average of kind of how long who was fun before making that macro conversion and I’d set that up visible. So in this case I’m saying if somebody spends five minutes for more on my site, then that’s a goal.

You can also add about you to these goals for monetary value. Um. If you have an e-commerce store, you know kind of you can add some how much each micro and macro go on what the monetary value is there. So, for example, you’ve got different products. You can add a monetary value of exactly how much each product costs curr macro go. So you know this conversion made X amount of money and at the end, just um.

You can select verify the school just to make sure that it works and say that part of a broader topic, but really before you kind of decide on what conversions. What what successes on your site! You need to really identify your business objectives. So if you say you’re a small business with an informational site, what what’s the point of the site, why are you online? What are you trying to accomplish? Are you a lead generator um? Are you a service provider? What is the point of even one? It’s kind of a really big question, so if you’re, if you’re just a blog um, then again I mean maybe you could answer in hypotheticals here, but if you’ve set up a business blog, what do you want to achieve with them? There are loads of different ID butters and links are still very important, though they’re not the most important things.

So if all you’re relying on is getting links for one blog, then it will help a fraction a bit, but not that much, because if you’re constantly getting links from one root domain than those links are less valuable and also it depends on how trust working. What the quality is of the blog, that’s linking out your business site. So if it’s kind of just a wordpress blog, then it adds very little value, whereas if it’s a really strong blog with the consistent following on constantly getting red and those links, you know it’s constantly ranking for its you post them.

That adds a lot more about. You so it’s all, contextual um! Really if you do have a link building campaign kind of wan na um, you want to variety. You don’t want to keep sending links just one place because then it kind of looks like you might have a partnership with this blog. So give you some hypotheticals if you have a business and you’re just adding a block, see that business then some reasons why you might want to do that in some, your blog could potentially help you learn: corn, um long till key phrases.

The way that your business site might not be able to because they’re bit limited in the type of content and they’re, not really targeting informational searches or mainly targeting transaction assertions, a blog is really good for that. So hypothetical ball in that case is just counting number of unique visitors, because the assumption there is that if you are constantly ranking on informational searches on long till key phrases, then you are more likely to get more visitors through to the blog.

But that would be a micro conversion and that would lead to potentially been sending this traffic on your business life by having strong calls to action on the blog. Sometimes the reporting you’ll be highlighting the number of visitors. The blog is generated for your main sites. That’s a new that’d be a good metric yeah. So again, a difference here would be blogs typically have a high bounce rate, because if you’ve got a consistent leadership, then they really just go read your latest post enemy.

They don’t do research, they don’t check out. Other pages um, but what we want to do it if you have a blog on your business site, is trying to move those readers to your business. I to make a transaction or whatever it is. You want them to do if it is spreading awareness for your business again, then you want to kind of measure things off site, um measure, how many people are talking about you in social medias.

There are several social monitoring tools out there um measure, how many people are talking about you, an external site, so not necessarily links but brand mentions. So all kind of awareness, conversions awareness balls would be mainly off your site, another hypothetical for why you might set up a blog is so again what we already talked about. This is to pass conversions to your main site. Um. There isn’t really a blueprint for this.

It’s always depend on what what you want to get out of it. So what your end result is, and once you know your end results you can come up with well, you know you’ve got your macro conversion, which is your end result, and then you can figure out different micro, conversions that lead to user to that end result. So if you do have forms and surveys I mean this – is this: this lie that I’m on now is it could example how to track that um.

I just set up a destination goal so that you get the thank you page of your survey. If there they’ve got a forum, if they’re signing up to an email newsletter or a survey by dealing when you set that up, you want to make sure at the end you send them to a unique URL. Sorry not unique hero, but thank you well so that you can track who has the medicine submitted this and then digging deeper into this? If your survey has several papers you can set up funnels, I think I yep and what funnels do is.

Let’s say your survey has five different pages: um, you know. First page is just kind of finding out about them like seeing if they can onto your survey. If you’ve got a really good survey, then yeah the first page is qualifying them and if they don’t qualify, then you send them to a page. Sir. You know sorry thank you for participating. They don’t follow by check out our other surveys here and you track that as a goalless walks.

You want to see me specifically how many users are coming to site and completing that survey. Arms polyphony, then you’ll get an idea of kind of your user group and when page one is, do you qualify page two is basic questions bundler, but your interest whatever paged me whatever? It is your surveys about so you’ve got five different pages. You set up fun ways in your goal destination, so your and route your destination is the thank you page, the funnels to the destination or each of the pages that lead to the end goal.

When you set this up – and you know if it’s a linear park – PPP they’re all required, if any, are skipped depending on what the user answers them, you know you, some of them won’t be required for then in your reporting. Once this is set up, you can see exactly where your users have dropped off. So if you’ve got a hundred people starting the survey and only 30 people go to the thing to your page, then you can look up.

You know first, how many people qualify for the survey and then at what point did they drop off Anna Vissi? Maybe page three had a very high dropout rate, then um. This is a good application of. Maybe you need to fix them. Maybe the questions are too hard. Maybe you know you know the user, don’t really understand. Maybe your surveys too long and beginning to really only need three pages. Whatever is like that’s the point to test, but yeah, if you do have a servant, you’re collecting that kind of dates are then set a destination ball with funnels when looking at your data, some of the stuff that you might want to do is compare a month On one year on year and stuff, like that, gurgaon alerts – and it’s this really easy from here – you can set date, ranges either manually or on using one of their presets compared to previous periods.

You compared to previous one previous year, whatever something that I would kind of recommend you’re, looking at monthly dates, i’ll break it down by day, you’re looking out yearly data, your best breaking it down by month, because sometimes you can get kind of a normal. These very things you know things change daily, but if they’re comparing year on year on year, what you want to do is to see if there are any seasonal trends for high light.

Anomaly is sometimes, if you get huge spikes or hear excerpts for August, let’s say whereas August in previous years, the so when is kind of roughly the same, and then you can get deep into that investigate, but yeah comparing times is really useful. Just for you know, seeing any improvement or seen seasonality, which is huge monolithic, sometimes you’ll get our traffic going down over the winter, and you know, rankings are still the same.

Everything else is still the same, but yet you’re getting less visitors on your site and instead of freaking out I’m thinking, I need to change my whole strategy. Something’s going wrong. You just compare a year on year and see. Is this normal to do? I get this visits during the winter. Do I get more visits during the autumn on same kind of thing? If your topic is increasing over the summer, you think oh yeah, this is working.

Let’s throw more budget, he thinks it’s working so well, but Chuck first see what patterns are on your data um, because the other thurs you usually do get concert. I’r going to be doing. Please look into that. So you’ve got a huge spike in June. The spike in traffic look at what kind of activity that was what you want. Maybe at some point is that way cause of traffic is that coming from. Is that the right traffic is that brand searches? Is it referrals what’s happening there? That’s where you dig deep and that’s when you can break it down in two days, um being hinter a lot of stuff with just kind of twine of your analytics data.

Something else you can do is use Google’s URL builder for me, and Google Analytics will naturally break down things into different campaign mediums and source and the reason when you would use even all builders if you’ve got a specific company. So it’s saying your university is doing any kind of winter term. Company we’ve got some new voices coming up and being able to promote them, so maybe you’re committing to buy an email by a various social other sites.

Referrals things like that. The best way to do that to kind of break it up from normal traffic, when your site is to use the URL builder going to create a unique whirl um. That looks something like this one here below that has a UTM source and it’s got all the campaign data. Now this overrides: let’s move one of the tips so, like I said, Google Analytics will already give you the source and medium, but once you set this up this world, it will wonder why puff.

So it is important that you enter this information correctly. You do understand the difference between source and this kind of stuff, because if you get it wrong, then you might get messy dates off so to go through this, but source is actually where this visit is coming from. That could be Facebook that could be google. I could be email, um does our gmail. That could be the actual site. The medium is the type of a visit, so it could be a referral.

It could be a search, organic PPC, email on. Does that make sense, some medium is the type and source is the actual place coming from campaign term is mainly used for paid keywords. Now, there’s no point of setting up your UTM tracking, if you’re doing, if you’re using AdWords, because it’s a lot better, but you can just link up your AdWords account. There is enough Google Analytics. However, if you using any other platforms that aren’t supporting with Google Analytics um the necessary, so that of like maybe um – I’m not a BBC expert, but maybe you’ve got some sort of um search platform.

Um this on social or something you’ve got and they’re finding your ad space in simpler words, that’s what you would amputated, not open on lyrics, just ignore out where it’s just sort of those two up campaign content. Hmm! This is, if you’re doing a split test, um landing page, so if you’ve got so, this is the pager tracking, sulfur, um, AC and papered / business, but you’ve got two different iterations of that page, one that highlights all the modules in the winter.

We are the one that highlights all the activities on the extra connectivities in the winter and you’re tracking, with this particular components who want to campaign sources Facebook’s its referral. But you want to see which one is more popular, the one that talks about the studies or the one that told us about the extracurricular stuff and that’s where you’d under the campaign content here. So here, for example, I would put in um studies.

So that’s person might set this up again for extracurricular tickets as a campaign content. I my campaign name is some point: your toe in your campaign once you’ve set us up in using this unique URL. So if it’s some Facebook they may share using this URL, not just sulfur, is you cable, / business and the same? If you were um, if it’s a PR campaign, it’s somebody else’s linking to you, then give them the UTM like for them to link that way.

So that it struct one traffic comes in through these lengths, then you can see it in your acquisitions section on google analytics. So this URL is what you get when you fill in this form and then let’s say you want to share this on Facebook, let’s just um. Actually, I won’t do it so mess up your analytics, but that’s the page against you with the additional stuff on my url. So all this stuff, UTM source facebook for all campaign winds, return um.

If you share that URL on stop, then anyone that clicks on that link from facebook and lands on this page, you will see it in Google Analytics under the acquisition. Their income pays. Well, anyone could set it up and come I mean you do see some thumb. Let’s set up like this um but yeah. I don’t want to run this exercise if everyone, if your data person knows if this is happening, but if you all click on this link and go to that page, then, when you check out the google analytics, you can see that as a campaign there and see How many visitors that page is sound, but i’ve seen some really interesting examples of spam using this technique to set up segments so um as a default on any report that you’ve got.

You see kind of all sessions that you want to compare it so similar to what I showed you with dates. Comparing month or month or year, you can compare um, for example, all sessions and mobile traffic or um. We can compare all sessions with them, only ones that converted and then you can kind of get um a more in-depth view of your data on segmenting your data like well, and then you can find on any report.

It’s just at the top here. You click on. Choose segments and um there’s a lot here. You can create ring segments as well and you can compare up to four segments, so you can have four different things up here and same with dashboards. If you find there’s a lot of information, Google Analytics, if you find that you’re only interested in some of the information – and you don’t want to keep scrolling here to get those separate reports – you can create dashboards.

If you create multiple dashboards and name them, you know whatever to serve your own age in dashboard, for any kind of referral, dates that you can have the hall here. Really good ones are from really good analysts and you can just add them to your own. Google analytics or modify them and then you can get into you can get them to understand about customizing a lot more by looking at what these other people are doing and kind of Highland customize things, and we have decided a list of good resources on just Google Analytics and analytics and measuring generally um, these top workloads are really good.

One of these is from is a global law, but kaushik Avinash, Kaushik ism. A really good analyst is written several books on um analytics platforms that are really useful, but a lot of the important content of his books is in his blog. Kissmetrics is the platform and they’ve got a really strong load as well. Buna metrics um also analytics has some sorry tips. Google analytics is different courses on how to use on google analytics and other platforms.

So he visit this link. You can see a number of the different courses and they’re all free and you can only get tested on it as well. At the end, if you get her here, I would recommend um using during the fundamentals course first and then going on top Tyga system is a chrome plugin behind a bum troubleshoots, your analytics installation. So if you’re setting up analytics some mistakes that I’ve seen you some, you know if our website is great, we’ve got a ten percent bounce rate, which is it is phenomenal.

It’s really low and unrealistic lilo, and when you look at that, Google Analytics you will actually it got to analytics tracking codes, help so they’re tracking one page twice, and that kind of interferes with how the bounce rate is measured and yeah. A plug-in like this can very easily tell you anything else for me right glad. I could help and thanks for having me today, thank you to all right. Bye-Bye


 

Categories
Online Marketing

Email Marketing Tips – Increase Your Promotional Emails ROI

Emails continue to be an important and effective way to reach people, especially prospective customers for the products and services your internet marketing business promotes, but the format of emails requires you to work a little harder to gain somebody’s trust.

Today we are going to look at some techniques you can use within the body of your promotional emails to make them connect better with your customers. So it is easier for them to follow your call to action whatever it may be. The body of the email, the body of your promotional emails, needs to be as concise and, to the point is possible. Remember the average person gets dozens of emails in their inbox.

Every day, if they open yours at all, they will probably junk it if it is packed with dense copy and long drawn-out sentences. Most people scan rather than read emails, so you want to use short sentences or even brief phrases or bullet points whenever possible. This makes it easier for your reader to capture the essence of your message as quickly as possible, using attachments and links the biggest selling point of email over most other communication methods, such as texting or instant messaging, is its ability to attach documents such as Word files.

Audio files, articles slideshows and others these can be attached to the email using the attached files function when the recipient gets. The email attachments will be listed both under the header and beneath the text copy. When the email is opened by your reader, clicking on either will open the attachment on a separate page, including links with an email content within the body of your email. You also can include links to web pages addresses and other locations when the reader clicks on these links, they bring the reader to your intended destination.

A word of warning. It is very important to double check to make sure your attachments and links work properly, test them before sending out your emails to make sure they work. There is no faster way to lose a prospective customer event to forget an attachment or a link that does not work emoticons in there uses emoticons are those little smiley faces that can be inserted into the body of your email, depending on your intended audience.

Emoticons can be either light-hearted and entertaining or unprofessional and distracting. When you talk to somebody face-to-face, you can use gestures and body language to provide nonverbal meanings. Sometimes emoticons can be helpful substitutes for these nonverbal cues. So then the question becomes: should you use emoticons? A good rule of thumb is to avoid or be very cautions when using emoticons in business communications.

In some cases they can distract your reader from your central message, plus they can strain the operating system of older computers, causing them to run slower and potentially causing ill feelings towards the email sender. If you would like to learn more about email marketing, as well as a way to generate conversion, ready internet marketing prospects each month, then the doorway is here just follow the link below to check out our online business systems.

Now, Phil and Tom plus calm forward, slash subscribe. This article is part of online multi-millionaire metalloids, my online business education done for you, article series to have access to the global marketing and distribution rights of these exclusive articles requires titanium membership. Ps. Before I go, let me tell you about today’s free bonus to access our free article series on how to get free leads online using article marketing, then all you need to do is subscribe to fill and Tom plus to subscribe to fill in Tom, go to fill And Tom plus calm forward, slash, subscribe and fill in your details.

Phil and Tom media publishing and broadcasting help visionary families in a few emerging entrepreneurs to use article to grow an online brand to create a long-term, profitable, sustainable online business that funds your perfect lifestyle and have fun while they’re doing it. If you would like to ask Phil and Tom a question, you can leave it beneath this article and they will get back to you within 24 hours, Phil and Tom hope.

You have enjoyed this presentation and would like to wish you well in your business endeavors. They look forward to working with you in the near future. Thanks for reading have a great day.


 

Categories
Online Marketing

The 3 Stages of a Good YouTube Marketing

That’s what we’re going To go over in this lesson, The 3 Stages Of A Good Video. The Hook is the first part of the article, It’s short and sweet, and it Just captures the attention of the viewer, Then you roll into the Next phase of the article, which is called The Content or the body That is where you’re going To continue to build up the problem as well as provide the answer During the body or the Content section of your article, you need to reiterate the question: maybe agitate it a little further Then over deliver on providing the answer that solves the issue of whatever it is that they’re facing And then, when you get done, With that body of content, bring it to a close You know the closing, which we call the Call-To-Action, That is where you’re going To restate the answer to the problem and then tell Your viewer, what you want them to do next, That’s the Call-To-Action.

That is the stages of a good article. You have a hook, then you Have the body of content and then end it with a Closing or a call to action, ( electronic rock music, ) (, whispering ) Subscribe.


Click here to get 2000 4K stock videos today!

 

Categories
Online Marketing

How To Use Features Vs Benefits In Digital Marketing

There’s a big distinction between each of those by the end of this article, you’re going to have a clear picture on exactly what you should be talking about, how you should be positioning your brand or your product or your service, and really get some clarity about how To create a powerful marketing message: hey there, my name is brandon brashears and I create daily digital marketing articles.

So, if you’re trying to grow your brand or your business with digital marketing, this is a great place to learn. You should totally consider subscribing if you like, the article hit that thumbs up button and if you have any questions, comments need help with anything comment below happy to answer questions for you. So let’s talk about features and benefits. Features are very different from benefits because features.

What are what make up the product or the service to the things that you talk about and a lot of times when you see especially brands and businesses, doing their own marketing and their own digital marketing they’ll get into the trap of starting to talk all about The features of what they offer you’ll see this a lot too, with with real estate and service providers and just everybody when you’re so close to your solution and your service a lot of times.

You assume that people understand what the actual benefits are, but truly you have to get really really detailed about what are the benefits of your product and service and not just talk about the features so I’ll give you some examples here. Let’s say you are selling a bicycle, for example, in your bike shop here to sell bicycle. You start talking about all the things that make that bike cool. You start saying hey this bike.

Is you know it’s really lightweight and only weighs 11 pounds, and it has 11 speeds on the back and it has hydraulic brakes and it is made in the USA and all of these things that make the bike interesting people want to know about the features if You’re selling jewelry look at this. This an engagement ring, it’s made out of platinum and it has a two carat diamond and it’s this quality of diamond those things are definitely important.

It’s important to understand what you’re selling to be very specific about how you sell things and describe it well, but people don’t typically buy like through that. With that engagement ring example, it’s a perfect example: people don’t buy an engagement ring because it’s a flawless diamond because that is, you know somehow better. What does that flawless large diamond say about the person buying it? You know if we look at diamond rings and engagement rings.

That’s actually a perfect example and here’s why people that are buying engagement rings, especially larger, more expensive engagement rings. There’s not any actual need for that product right. If you don’t, you know, people can completely get married without having a two or three carat diamond and it mean even cubic zirconia looks the same. But what’s the difference? How do you sell that to somebody they’re not buying the diamond, because it’s a diamond and it’s going to be useful and it’s going to be long-lasting? If you think about it, diamonds are actually totally useless.

They are pretty to look at, but you know that’s specifically you’re buying status you’re, showing off what you’re, what you know, you’re your spouse has you’re saying: hey you’re valuable to me. I want to spend the rest of my life with you. Here’s this amazing, expensive gesture that I’m giving you right there’s so many additional meeting meanings that that ring actually represents, and that specifically, is the benefits when you’re thinking about your product or service, you know it doesn’t matter what you do.

You need to think about. The actual benefits of what it is that you’re offering to the person who wants that specific offer. So I mean this completely changes the marketing that you do it’s going to completely change the the way that you call out the audience. It’s going to change the way that you engage with the audience. It’s going to change the way that you talk to them. I’ll, give you some examples here.

I was doing some marketing for a software company and it was very busy professionals and it’s a software that helps them to reduce the amount of administrative work they have to do when they’re doing billing, and so I thought to myself. Well, we have this cool software. It can do all of these amazing things and the industry that we’re just working in was primarily female and they were primarily practice owners who the owners of the business who are busy they’re overwhelmed they’ve got so many things going on a lot of times.

They’re mothers – and so I said, let’s target in on a very specific subset of mothers who are busy and overwhelmed, and let’s tap into that mother guilt that they have right and we’re going to talk about. With this software we could say: hey the software’s better. You can allow you to capture more payments. It’s going to allow you to make more money. It’s going to allow you to work less on the business work more in the business there’s so many benefits right, but what we ended up doing was we tacked opt in on one of the primary benefits.

You don’t have to stay late, every night, filling out paperwork. That’s mindless, this gets done for you. You get to spend time on things that are actually important so like that is extremely powerful. Instead of just talking about the things that your product or service does you’re giving them more time with their family, we used images of a mom reading stories to little kids and people that are busy moms who work cuts to the cord they’re like geez.

I need to be home, I’m missing this. I don’t ever get this back. You see how different that is how powerful that is. If you are trying to sell something, if you say hey, this works better, it’s good for it. You should do it. Everybody knows. What’s good for them, everybody knows what they should be doing right. If everybody did what they knew, they should be doing. Everybody be eating vegetables, never eating candies, nobody would be smoking, nobody would be drinking and everybody would be super healthy.

But that’s just not the case right people do things because of emotion. They do things because of status. They get and they buy things not for the features they justify. Those features as logic, typically with the emotion on what it does for them. So that is a huge takeaway when you’re selling the benefits you usually can justify that really well with the features. So how do we break down what the actual benefits are now? I think that the best thing to do is to number one get clear about who your clients and customers are going to be and really define what their before state is, and what they’re after state is.

I have two articles that are very powerful for this, like what really really in-depth I’m going to cover it here, just a little bit. But if you click on these cards up here, you can go to both of them. One is defining your client avatar, and this is step one in any kind of marketing. That you’re doing you need to know who are you targeting and then number two you need to define what their before and what they’re after is digital marketing gives you the ability to get laser focused on your targeting on your demographics that you’re choosing on their psychographics.

That you’re choosing, and so you need to create marketing, that’s speaking to people specific people that you’re targeting you’re not trying to be. You know I was. I was seeing um I’ll, give you an example here I have one of my former clients who is doing ads and I see what they’re doing now and they are just being so bland they’re trying to reach everybody in corporate America and they’re ending up being extremely Boring and very very ineffective because they’re, just not talking to any group of people like think about Hertz rental cars, for example, no offense, Hertz rental cars, but anytime, I see their ads they’re just another commodity right, there’s no reason actually choose Hertz their ads and their Content super boring and, as a result, they’re not really speaking to any group of people you’re, just showing yourself as a commodity.

If you’re trying to reach everybody, then what’s going to happen, is you’re going to end up reaching nobody. What are the people that do reach with? You are going to choose you just for reasons like hey. This is a good price or it’s convenient or I need it right now, they’re not going to end up working with you because you’re making a better pitch and that’s how you make a better pitch to them. You say here are the benefits.

Are you this person? You have this problem. This is the promise that our brand banks – and this is what we’re going to do for you if you use our product or service – and I think that’s where benefits come in so features versus benefits. Features are important, but don’t fall into the trap of always talking about features. I hope this was helpful. If you have any questions, comments need help with anything comment below.

If you enjoyed this article be sure to subscribe, hit that thumbs up button, and I will see you on the next article have a fantastic day.


 

Categories
Online Marketing

Branding Story Attributes and Elements – Session 2 Lecture 2: SMU101: Intro to Branding Unit

We need to familiarize ourselves with what these are and then relate them to the branding stories that we tell so some of these conventions are first a central premise. The central premise is the whole point of telling a story in the first place. Basic story, premises are things like power corrupts or bad people can be turned good or saving the world is worth the effort or even love.

Conquers everything premises tend to be easily identifiable universal human themes. A clean premise is when it’s easy to say what a story is about in just a few sentences when it comes to branding the premise, will always be an aspect of a brand’s promise or value without a premise, a story just doesn’t have a point. The second convention – strong three-dimensional characters after the premise has been nailed down the story.

Development process moves to developing strong, engaging and believable characters who an audience will come to care about in even Route 4 and branding a character can be a little character that you develop to represent the brand think about things like the Pillsbury Doughboy Ronald McDonald. The compare the market meerkats, the Green Giant, the Michelin Man in the PG, tipps monkey or a character can be a brand’s personality.

The cheekiness of John Smith lager the irreverence of tango, the elegance of Jaguar, the integrity of the body shop or the no-nonsense nacinda pendant newspaper. A third convention is something that I call the confined space and few things are as confined as a hundred and forty characters of a tweet or the standard. Five hundred to a thousand words of a blog post or sheet of a4 for a press release or three to five minutes of a YouTube article for a story to have a chance of making a point and has to eliminate all extraneous details.

Focus on one points and a character or a group of characters who has a good reason for existing a story that wanders around is aimless or unfolds into a series of unrelated circumstances will only confuse an audience with useless details. The fourth storytelling convention is having a protagonist. Traditionally in storytelling, a protagonist is someone who is on some sort of a quest or undergoes a transformation.

The role of the protagonist is to carry the audience through the story, which is why this is the most important character. The protagonist sees more clearly understands things sooner, makes the good guesses more often and takes the right path when everyone else says he’s crazy. Harrison Ford has made a career out of playing protagonists characters we or other characters initially may not like, but who ultimately changes for the better han Solo.

Decker from the Blade Runner Indiana Jones are all classic protagonists. Brending doesn’t have this kind of protagonist and branding the protagonist. Is the problem the need the requirement or want that your brand promises to solve for satisfy a brand protagonist in this light can either be explicitly or implicitly stated if Brent X wants to convey the convenience of international banking having branches all around the globe? I’m stressing this too globe-trotting explorers a business people, the inconvenience of not having such a bank is usually an explicitly stated protagonist.

Most service companies explicitly state the protagonist in their stories. Luxury beauty and fashion brands typically use an implicitly state. A protagonist Brand X will make you feel youthful what’s implicit is that its audience feels insecure about their gray, hairs or wrinkles or weight or whatever it is? They feel insecure about that and security is the implicitly stated protagonist. Think of these as the elephant in the room that no one wants to actually say is there.

Another story convention is called an antagonist. An antagonist is someone bent on stopping the hero or the protagonist of a story. Your antagonist s, –, are your main competitors. Few brands actually name their rivals in their stories. However, they’re usually clever clues in clues about their identity at aardvark. Our antagonist, unsurprisingly, were major labels. All we had to say was we listen and we learn and our audience knew exactly who we were talking about and how we were different.

Another story convention is called an arch. An arch is like a bridge. It gets you from point A to point B. Your story is about fulfilling a need or a problem or a desire. If your brand satisfies a problem, the arch is a person going from having a problem to understanding that your brand will solve that problem. If your brand is fashion-related, for instance, the arch is going from not knowing what to wear to the office party to seeing that dress, causing a stir.

Another arch is someone who is bored of all their article games in thinking that your article game is just what they need to relieve their boredom. Every story needs an arch. Another convention is conflict. Typically, a story needs conflict for branding. I say a story needs resolution. If the arch is the bridge resolution is the final destination, it’s the engagement with the brand, whether that engagement is a purchase or acquisition of certain services.

Well, this isn’t a story element. It’s the outcome. A branding story always aims for as a set of conventions. Each one of these seven has its role to play in conveying relevance and uniqueness to a brand story’s audience. So, to recap: the story is comprised of seven elements: a central premise, a three-dimensional character, a confined space, a protagonist and antagonist an arch and resolution. We will be exploring these in this lecture, as well as the following lectures within this unit.

Keeping these seven elements in mind in this lecture, we will be exploring two critical aspects of storytelling, developing an understanding of why storytelling establishes audience, connections and developing an understanding of strategic storytelling element. In addition to seven storytelling elements, strategic brand stories conveys six levels of meaning and I’ll briefly introduce what these are now.

The first is the attributes of a brand, in other words, what it is that makes a brand different and unique. The second level of meaning is the benefits of a brand. The third is a brand’s values. The fourth is a brand culture. For instance, a pehoe Apple has a culture about innovation. Jaguar has a culture of luxury and elegance Minnie’s ministry of sound has a culture of fun and hedonism. The fifth is the personality of a brand in the 6th level of meaning is understanding its audience through tone of voice vocabulary.

Images, music – in other words, all of the things that a brand story uses to convey, meaning. So, let’s spend some time exploring brand attributes brand attributes address specific aspects of a brand. In other words, they signify the basic nature of a brand. They are a bundle of features that highlight the physical and personality aspects of a brand attributes are developed through images, actions or presumptions.

They are a collection of characteristics, personality elements and associations that make a brand uniquely yours boiled-down. It’s what you bring to the table that no one else can attributes convey. Uniqueness attributes, convey uniqueness and distinctiveness. Attributes can also convey a brand’s value and its promise understanding your brand’s attributes helps you define the confined space. Your story must work with them.

You can think of this element as a filter filtering out everything that is extraneous to your brand story. To keep it on point. You can also think of it as a boundary or a frame for a conversation. Keeping your basic story focused and concise within a brown story. Attributes will always be the central premise. Specific attributes can also be the three-dimensional character, or sometimes even the protagonist, which one it is will depend on the story you want to tell and that story’s point the attribute you wish to tell a story about may also influence how you want to tell that story.

In other words, determine whether you’re confined space will be a short article, a blog post, a press release an image, a some of the form of communication. With your audience, understanding your brand’s, unique combination of attributes helps you establish it convey the following things: you are different. The clarity of the message you want to deliver to your brand story, the perception and audience has of your brand.

This perception should be heightened and strengthened, strengthened by every brand story. You tell or brand experience that you share two-way loyalty. Your end of the bargain is not wasting your audience’s time. Each and every story you tell or experience you share has to be meaningful and relevant to your audience. Your loyalty to your audience should, in the medium to long term, result in your audience being loyal to your brand.

To illustrate the point about Brown difference on the screen or two very popular brands, of coffee, keeping the concept of difference in mind. They are at the end of the day, both just cups of coffee and your opinion. What makes one different from the other, what Association do you have for each one of them think about the brand messages and their advertising, which one do you listen to and why? How does the branding messages for each influenced you do they do their messages influence? You spend a little bit of time thinking about this pause, the article here, if you want to spend a few minutes just thinking about these, your answers to these questions you’ll be answering similar questions these in the scenario and the template exercises that accompany this session brand Benefits are about what it is.

Your brand does if a brand exists to solve a problem than how exactly does it solve that problem in a way that no other brands can if it exists, to fill a void or a need or desire, then how does it fill this in a way that A similar brand can’t what positive experience action or outcome can your brand provide. This is another aspect that relates to the central premise, part of the story. It is also the arch that leads to a resolution.

Brand values explain how you can prove what you can do and why you can do it better than your competitors without a unique value proposition. Your brand lacks focus and leaves an audience confused. The more value that your Brown brings to the market into an audience. The stronger your brand can be. This needs to be something beyond a profit motive. Why are you passionate about what it is that you do? Brand values relates to the protagonist element of your storytelling.

Remember in branding the protagonist is the problem the needs requirement or want that your brand promises to solve or satisfying solving or fulfilling is its function and its value to get to the root of your brand’s value. Ask yourself these following questions: who are we? What do we stand for? What do we do for our audience? How does our audience see our brand and what do they think it stands for now enter your story’s protagonist who solely exists to answer just these questions, the central premise of your story solely exists to allow the protagonist to answer a specific question.

The penny has probably started to drop why this approach is more powerful, more effective than merely bombarding people with just the standard by this message and why we’re spending so much time in the first in this first lecture for this session, covering story to storytelling, hopefully, you’ve Begun to see the relevance between the seven storytelling conventions brand attributes and how strategically produced brand stories can use these to create associations about a brand that links to memory.

If not, don’t worry this, this is a theme that will be developing far more fully over the next couple of slides. So what is this thing? We call brand culture. Let me spend a little time answering that by outlining what creating a brand culture actually accomplishes, a brand culture creates a sense of community with this audience. It’s the shared aspect of storytelling and all of the elements that go with that story.

Each element speaks about your brand’s: they create associations that should mean something and stand for something. It’s the act of sharing, whether it’s experiences, knowledge time, advice, ideals, beliefs or things. All of this creates a culture or an environment. A brand culture creates an experience with its audience. It’s actually audience focused. It develops a sense of empathy. A brand lets its audience know that it understands what it is they want need or requires.

A brand culture also defines your brand’s ethos. It is the proof that you walk the talk. It’s the proof that your motivation isn’t all about the money that there is a genuine passion on your part for doing whatever it is that you do this aspect links to your stories, central premise. It can also be your story’s protagonist and also its character, which one will again depend on the story that you want to tell and the reason why you want to tell it okay, so what’s brand personality, all about then Brown personality is it’s a set of human Characteristics and attributes that are attributed to a brand name, it’s something to which an audience can relate to you at an emotional level, and this is the added value that our brand gains, apart from its functional benefits.

Think again, back to that Dyson example that I gave just like any other Hoover, but when you really start drilling down into it, it’s all about the lifestyle and actually not just owning a Dyson but having a Dyson home brand personality is a hundred percent about the Three-Dimensional character aspect of your storytelling: this is something we’ll be discussing in greater detail over the next few slides.

Why is having a brand personality? Important? It’s about establishing a perceptive difference in uniqueness, using personality archetypes gives your brand to personality and a story that everyone can understand and relate to both internally and externally to your business or your service. Art fork records personality was kind of like the older, older brother or sister. You want it to be when you group, when you grew older or a cool, older, cousin or a hip uncle most families have one of these.

Their tastes are a bit ahead of the times, but they’re unquestioned when they speak. Everyone listens to what they have to say. They don’t follow trends, they make the trends they had, that undefinable and unquantifiable it or x-factor, and yet they remain very grounded and very down to earth. They’re, not arrogance, which kind of makes them even cooler. They also like to share. It was the right character for the company and one that worked and still works incredibly well, once established, it was a brand personality that worked across cultures and geographies that cool family member personality is universal.

Considering the majority of record labels, don’t even have a brand personality. The fact that aardvark had won much last one that worked well, may the label stand out in a very positive way even more. It was no accident that the label attracts the audience that it does. We were very clear about who we were as a brand. What we had to offer and why we were passionate about the business that we were in our brand stories in character clearly delivered the message.

There are five basic dimensions of brand personality which you can see here on the screen, and I apologize again. This is part of the reason why I split this overall lecture into two halves. I’m heating you with rather a lot in this one so between you know, seven but storytelling elements, six levels of meaning, and now we have five personality dimensions in the table. You’ll see a dimension name like sincerity and the traits that are most often associated with that dimension.

In the case of sincerity, the traits most often associated with sincerity are dermis, disa, t, honesty, genuineness and cheerfulness. This is an area that has undergone extensive research for decades. Hence the identified traits associated associated with each one of these five dimensions. You are quite literally looking at the results of hundreds of millions of pounds worth of marketing research.

While this money and interest spent on brand personality, people make purchasing decisions based on any number of associations, they have with an individual brand and companies spend millions on advertising and marketing activities so that they can influence what those associations might be. Just as we each choose. Our friends, based on their personalities, brands, can elicit the same sort of response and consumers understanding your brand’s personality will transform how you approach an audience.

It’s also one of the fundamental foundations of creating a branding community. Let’s look at the first dimension sincerity. Consumers interpret sincere brands, is being down-to-earth, honest, wholesome and cheerful so using, I don’t know julia roberts as an example of a actor or actress brown, but the house sincerity associated with it sure some people will find julia roberts annoying, but most people find her endearing.

The kind of woman you could sit down with for a chinwag at the kitchen table next up is excitement. The most exciting brands are daring, spirited, imaginative and on the cutting edge of things not only are Burton Snowboards on the cutting edge of technology and performance. The products bearing the burden names are designed with their audience and minds, funky, graphics and for thinking designs make Burton a leader in their competitive industry.

Next up is competence, reliability, intelligence and success are the traits best associated with brands associated with competence. Even in these trying economic times, there are a few financial service firms that still manage to play well in in an audience’s mind, Ernst & Young is the stable, successful smart guy next door. Who can tell you how to transform your business? Sorry for the sirens? It’s just proven to be one of those days really.

Next up we have sophistication a brand that is sophisticated, is viewed as charming and fit for the upper classes. When it comes to esteem, in seemingly eternal longevity, the chanel brand is unequaled in good times and bad. This brand remains strong as a symbol of life lived in all the right places, doing all the right things last we have ruggedness. Interestingly, an audience picks up on this personality dimension quite well.

Rugged brands are seen as outdoors in tough. The North Face has built an empire by outfitting people who actually do Chris carry things outdoors as well as those who just want to look good now. In most cases, a brand only has one dimension. There are others like aardvark, who have more than one and I’ll explain how this works overall, aardvark mixed sincerity with excitement, both of these dimensions captured its brand personality.

Now, where things get a bit, tricky was defining a dimension for aardvarks different audiences aardvark, not only releases albums within staggeringly different music genres. It sells music to the public and to other companies, so taking the first part of that first selling, music to the public. We couldn’t brand our alternative rock releases, the same way that we branded our minimalist electronica releases that it just wouldn’t work.

Alternative rockers, wanted, ruggedness and excitement. Minimalist electronica lovers wanted sincerity and sophistication with the Dasha competence. We reflected each tribes, dimension, preferences and all of our branding messages to each all the while making sure the overall look feel and style were congruent to the overall aardvark brand. In other words, we played with various aspects of the overall brand character and personality and tailored each to every genre of music that we released.

The fun was in developing an overall brand personality and character, an umbrella or master personality, as it were. That could enable us to do all of this. An additional layer of complication was licensing and selling our music Jude’s strategic business partners. Partnership deals with international music download providers, other record labels, other music publishers and people who rented our music for television, film and gaming game production companies was a large part of the overall business and it would have been really inappropriate to send another business.

The same kind of branding stories or have the same kind of branding character as those that we sent to the public when it came to our business partners. Competence was the defining personality dimension with a dash of excitement and sincerity, and if this sounds like having multiple personalities, it kind of is most entertainment. Companies do have multiple faces. We have to it’s all about understanding the wants and needs of the various tribes who make up our overall audience in what’s meaningful and relevant to each one of them.

If you go on to own or handle a company, that only requires one dimension, be very, very thankful and be very, very grateful. The point of the aardvark example is this understanding these characteristics for your brand’s, but, more specifically for your audience, support you in framing your strategic branding, storytelling, okay. So what is brand audience you’ve already done a bit of reading about this and you’ve heard it and wanted to the articles that you viewed already an audience is what we used to refer to as consumers or customers.

An audience is also composed of distinct, individual tribes. What we used to refer to as demographics, traditional marketers, still use the terms, consumers, customers and demographics? I don’t it kind of a lot of the kind of newer generation of marketers. They don’t either. Is that I’m not alone more and more marketing people have begun. Abandoning those old fashioned terms for audience and tribes, so why would we do that terms like consumer customer and demographics, dehumanize people? They turn living people into an abstraction and other that is reduced to use statistics or a percentage point they’re? Not us.

We can do horrible things to them like spamming in direct mail, because we no longer see them as being human. Like us, consumers, customer and demographics, traditional marketers, see them as just the life support systems for wallets purses or checking accounts. That’s all they’re worth audience and tribe’s is an affirmative view. People who think in these terms want to exchange experiences and yes, goods, products and services as well, but what we want to do these things in a more positive way, a way that isn’t reductionist.

We see audiences and tribes as humans they’re, one of us. They have thoughts and feelings and opinions and aspirations, as well as wallets purses and checking accounts. While they may all sound slightly hippie dippie a way to approach this kind of work. The rewards on many different levels makes the effort worth it. Audiences are loyal. Audiences can also advocate on your brand’s behalf numbers and statistics can’t advocate, and they never will before.

Listening to this last part of the lecture, I suggest that you refer back to your notes about the seven elements of a story which, just as a reminder, the central premise: the three-dimensional character, the confined space, the protagonist, the antagonist of the arch and the resolution, and Really understand what each one of these elements are and what they contribute to a story. I’d also suggest revisiting your notes about the six levels of meaning which, just in case you forgotten our brand attributes brand benefits, brand values, brand culture, brand personality and audience understand the relationships in the interactions between the seven story, elements and six levels of meaning.

You will need to relate what you learned in the first half of this lesson to the last bit of brand storytelling that we’re about to cover here. We will be building on that knowledge, which you will need in order to complete this scenario and the template exercises for this session. A good strategic brand story is also measurable. In other words, your brand’s story is the most important statement you can make to ensure it’s as powerful as it can be document your story and ask these three questions.

Number one. Is it relevant by relevant, I mean you can state what you think is important, but the only thing that matters is that it’s important to your audience make sure your language feels like it belongs to them. The second question: is it valuable by valuable I mean, does your brand story deliver real value to the lives of your audience if it isn’t immediately evident, go back and craft the statement, so it delivers the value third question: is it extendable and by extent extendable? I mean: can your brand story extend across your entire? Offering can it grow with you into the future, make sure that your story has enough depth and again think about the example that I gave for that umbrella personality for aardvark? That’s a good example of making something extendable here, I’m going to give you some storytelling secrets: have you ever read a corporate website, that’s so dry and so factual? It nearly puts you to sleep.

Conversely, have you read one of those about us page that was so painstakingly detailed? You know the ones that kind of say it started when I was born in a small town and college. I studied then, 10 years after that project we decided to, and it just goes on and on and on in my new detail, so much so that you’re utterly confused by the second paragraph. Another thing to keep in mind: that’s basically don’t do that.

Keep things nice clean and streamlines another secret. It’s a story! Writing have you accomplished something unimaginable overcome an impossible hardship over joy to find your passion tell your audience about it. These are evergreen ideas and emotions that will always resonate with your audience. It shows you’re genuine and it shows it again beyond a profit motive. You have a real passion for doing the thing that it is that you do challenge yourself to tell your anecdotes in two or three sentences to stay on course.

This is a topic will be going into far far more in depth than the whole kind of writing more effectively online course, but for now just kind of think about how you can put things in a very, very succinct way, some more storytelling secrets if you’re a New customer or new client met you in person. After reading your website, or blog with your, be a big disconnect between that and your real personality, showcase, your personality and unique style by telling your story in your own voice give your audience a glimpse into the kind of person or brand that you are this.

Should this will always show you and demonstrate your passion and the next one stumped on how to embrace your voice on paper risk? Looking like a crazy person and actually say out loud the story, you want to tell online even record it with your smartphone or one of those dictaphones transcribe it and then edit it just to round out the edges and make sure that everything is smooth. If you saw clothing, that’s primarily aimed towards professional twenty-something, women want to think about creating a blog or a blog series, at least that offers fashion advice and tips for dressing well at work or outfits that take you from the desk to drinks.

Afterwards, you get the idea, there’s kind of stories tell the stories your audience want in need to hear another little tip is um devote 30 minutes to getting to know your audience better. What are they reading? What do they comment most on? What are the biggest challenges? Craft blog posts addressing what you’ve learned and in doing so remember the personality dimensions, but also remember the six levels of meaning brand attributes, benefits, values, culture, personality and audience that wraps things up for this lecture.

I wish you all the best for your work on the scenarios in the template that accompany this session, and I will see you in the next session.


 

Categories
Online Marketing

Branding Messaging – Session 3 SMU101: Intro to Branding Unit

People in general don’t care about what you want to be. They simply walk through life and perceive things they don’t perceive you or your brand in a certain way, because they’re being difficult, they’re doing it because they’re humans and that’s what people do just like people make impressions on other people, so do companies.

It’s very tempting to try to be everything to everyone. You might make some sales in the short run by doing that, but in the long run you sacrifice the impression your brand makes on the collective consciousness of your potential customer base, but don’t panic just yet? There are things you can do to plant the seeds for how you want an audience to perceive your brand. That’s where brands messaging comes in by the end of this lecture, you should be able to demonstrate your knowledge and understanding of these two things.

The deeper understanding of what branding is all about and an understanding of how branding is the foundation for all commercial communication and marketing activity. In the second part, to this procession to lecture, we spent a significant amount of time covering the seven attributes that make a story and the six levels of meaning storytelling elements and levels of meaning have a direct impact on this lecture.

One of the first areas they have a direct correlation Jew is brand messaging continuity. Your brand messaging has to be congruent, in other words, the character of your brand, the personality of your brand, the protagonist, the bridge, the resolution, the attributes, the benefits, the value and the culture has to be consistent. In other words, these elements and levels of meaning have to have consistency without consistency, we saw the seeds of confusion in an audience’s mind and risk a negative impression of a brand brand message.

Consistency is an alignment of three factors who you are, who you say. You are and who an audience thinks you are in audiences, quite good at spotting gaps. So what’s an audience gap when companies say there’s something but act in a radically different way, for instance, a green company that gets caught illegally dumping waste. An example of this would be the Royal Caribbean cruise liner company, which got caught illegally dumping waste oil and hazardous chemicals in bays and along coastlines, in other words, an environment, environmentally sensitive and, in some cases protected areas.

Another example would be a reliable car model. That’s actually dangerous. The Toyota and General Motors scandals are classic examples of this. A last example would be a fair trade or ethical company that uses sweatshop labor. For instance, in 2007 the gap clothing company was caught using cheap child labor in India, which not only severely damaged the credibility of its ethical image. It prompted a fall in its stock market share price.

Your brand doesn’t even have to directly contradict it’s brown message to fall, afoul of your brand message itself and an audience’s perception of your brand. For instance, Walmart fell foul of public opinion when it was discovered that one of its suppliers use child labor and the manufacturing of goods for Walmart. In this instance, it was a Walmart. He used the child labor in the manufacturing of goods.

It was a supplier who provided goods to walmart. Nevertheless, Walmart’s reputation took a big hit, so it should come as no surprise that an audience perception gap can be incredibly harmful, make the relationship between who you are, who you say you are and how people perceive you as aligned and focused as possible. That’s what we mean by being brand congruent. We spent a little bit of time already talking about, what’s called the marketing mix and that’s where this particular slide comes into play all along the brand communication process, from concept to pitching marketing, to PR to social media.

To actually publishing contents, your message must be the same, or, to put it another way, the challenge that you’ll face is the perception that people will have of your brand. At the end of the day, perception is reality. One of the main things that we’re task but doing is to create the best perception through our brand messages, and by this I mean you want to do everything you can to create the best impression possible.

The seven storytelling elements and the six levels of meaning, in addition to continuity, will deliver your message about your brand’s values and its benefits this alongside ensuring there are no gaps, and your audience’s perception of your brand goes a long way towards creating the best possible impression. So, whenever the public hears your name or sees your product or sees your logo, they get a great image in their head and they create a great Association.

We try to create the best possible impression and branding just like we do in any facet of life to build credibility and Trust which are the building blocks to building relationships, and today it’s all about building relationships with the public. Failure to connect with your audience leads to well failure we’re faced with some pretty big challenges. We operate in a time of exchangeable products, the rise of social media, clutter, immature and rather brand skeptic audiences.

So for us, it’s all about finding new ways to get people engaged again in products, services and businesses, as well as advertising in a course in brands. This is a subject that will that the short article in the next slide will actually cover. It underlines the importance of why there’s been really annoying by this messages, but why they just don’t work and why strategic branded stories actually do.

Oh, Oh ha. Oh, Oh, integrated, brand communications for ibc for short, is a holistic communication strategy that integrates all of your audience. Contact activities to manage your most precious asset, your brand IBC integrates activities such as public relations, advertising Investor Relations, interactive media, social media reputation, management or internal communications. To manage a brand, it is central to the idea of managing a brand to optimize its value and communicate its benefits.

The next section of this lecture will go into how to approach and develop an IBC for now. Let me give you an overview. The starting place for any integrated brand communications is the business, not marketing or communications. More specifically, IBC starts with your business strategy, will be going into business strategy and a lot more depth in the brand management sessions. For now, you just need to be aware that I BC begins and ends with understanding the role of a brand within the businesses or organizations business model and determining how our brands can help grow and sustain that business or service.

However, this first means that we must view a brand as a financial asset and identify the key drivers of a brand’s value so that we can influence, control and measure these values through an integrated communications effort. Ibc brings strategy, finance and marketing communications together to manage the brand to optimize its value. It serves as a catalyst for uniting executive, financial and marketing management.

An ultimate ultimately helps to remove internal barriers that may have prevented an integrated communications effort. The first step in this process is start with understanding the role of brand in your business. We spend some time in the first two lectures discussing how brand is defined as a relationship that secures future earnings by developing means and a relationship with an audience. Given this, the starting point for any IBC program involves analyzing the role that brand plays or can play and securing greater loyalty across your business.

This step involves challenging long-held assumptions regarding the key drivers of any business. These assumptions can be beliefs like price is our only added value or ours is simply a commodity business or we can’t alienate our distribution partners or even or our brand plays no role. It’s just all about customer relationships. You get the general idea. The people responsible for brands need to re-examine these assumptions in the light of what is possible rather than what’s always been in the end, your brand can be your trump card, it can be your ace, king or queen.

It can also be a joker and we’re working together to help you avoid that. The second step is understand. The factors that contribute to brand value brand value, which is also referred to as brand equity, is a set of brand assets and liabilities linked to a brand’s name, symbol, experiences, perceptions and all of the other ephemera we’ve already covered, basically those things which either add to Or subtract from the perceived value provided by a product or a service understanding the assets which make up your brand.

Those seven storytelling elements in the six levels of meaning will better enable you to understand the value of your brand. You can actually measure aspects of your brand’s value through things like social media. You know things like likes and comments and shares. You can also measure it through a process called analytics things like how many unique visitors does your website or your blog get every day? Where do most of those visitors come from? How long do they stay on your website or blog all those sorts of questions? We’ve created an entire SME smu unit, all based on analytics what it is and how to do it? It’s basically that important a subject, but for now just know that there are ways and ways and means to measure your brand’s value and then, of course, there’s the most obvious value measure of a brand sales and profit.

So, once more step, two is to understand the factors that contribute to your brand’s value. The third step in this process is identify your key target audience. This is something we’ll be delving into far more deeply in such an eight once the rule of brand has been explored. The next critical step is to identify your key target audiences to prioritize this effort, it’s necessary to distinguish between targets that drive the success of the business and targets that simply contribute to it or influence its success.

In some cases, if you successfully influence your driving audience, the resulting business performance will be strong enough to motivate your contributing audiences to take notice and to respond, in other words, there’s two kind of people, their leaders and their followers. Who are the trendsetters in opinion formers in your industry? You are the most likely to be the first to engage with your new product or your new service.

These are the people you need to specifically address to begin with. Let them advocate your brand and convince those who trust their opinion to engage. The primary challenge is to design a brand strategy that connects with your driving audiences and an integrated Bryan communications plan to connect with your contributing audiences as kind of important. So I’m going to repeat that one again, the primary challenge is to design a brand strategy that connects with your driving audiences.

Those are the opinion formers and the thought, leaders within your sector or your industry, and an integrated brand communications plan to connect with your contributing audiences. Those are basically the people who listen to and follow the advice of opinion formers and thought leaders step. Four is all about framing your big idea. Big Ideas define a bronze, unique value; propositions, communicating sameness, it’s just a waste of valuable resources, communicating meaningful distinctiveness as a catalyst for growth.

Big Ideas stem from a clear understanding of an audience’s needs marketplace dynamics and your business strategies. Big Ideas match your brand’s unique benefits with the needs of your driving audience. Step 5 is assessing your big idea. Great big ideas satisfy four fundamental criteria. First criteria is relevant and by that I mean be relevant and connecting with an audience’s needs. Remember your central pop proposition, your character and your protagonist.

This is where they can come into play. The second criteria is differentiated by that I mean being differentiated and stand apart from competitive propositions. Remember things like your antagonist, your bridge and your resolution. Next, your big idea has to be credible in its believability and something that often gets overlooked. Your big any idea it needs to have stretch it needs to have the ability to stretch and grow with your business as it evolves relevance.

Difference and credibility are the three things you must continually assess and ensure each accurately reflect your brand relevant difference and credibility are the three things you must continually assess. You also have to ensure that each accurately reflects your brand. The sixth step is actually understanding how far you need to shift perceptions in order to own your big idea as they develop a loyal relationship with the brand audiences move, through almost a process of progressive involvement, with little to minimal kind of touch points in the beginning.

To actually becoming quite actively involved with your brand’s later on during that process, perceptions may develop that could hinder an audience’s ability to respond to your distinctive promise. These perception barriers must be overcome to convey your big idea. Some barriers are more difficult to surmount than others. If your barriers are awareness related and chances are, if you’re new to the market, that’s going to be your challenge.

Actually getting people aware that your brand even exists. If your barriers are actually awareness related, greater exposure to your message may be, all that’s actually need it to fix the problem. However, you, if you face questions about your credibility, you must actually change the way your audience thinks about your value. So here’s some common perception barriers that brands have faced. The first example is through a previous experience with the brand that was less than a quality experience.

This negative experience builds mistrust and closes an audience love to any new messages that you send. The second kind of barrier is a perception barrier. A company that purports to be a green company will attract a green, conscious audience if it’s found to not have green practices. This will undermine if not destroy the perception of that brand. Another kind of perception barrier is when something that’s branded as easy to do.

We’re easy to assemble is perceived to be difficult. A more subtle perception barrier happens if a brand’s message doesn’t convey conviction or if a bronze tone of voice doesn’t match the actual brand image. For instance, if I’m marketing a children’s book and aimed at nine to 11 year olds, but the branding language I use, is worthy of a PhD student, that’s not really going to instill a positive Association for the book cultural differences.

Now this is a big one. One of the most famous cases of this is when Chevrolet won’t de Nova in Latin America, nova or more accurately. No vah translates as no go in Spanish, not exactly the kind of message you want to send about a car. The seventh step in the ibc process is to build your message to shift perceptions, getting people to change the way they think about. Your brand is no easy task. It requires a communication effort that is capable of penetrating the formidable walls.

People erect as a protection against deadly information overload to make them take notice. You must deliver precisely targeted messages that rises above the clutter and compels them to alter their assumptions. This is more or less with that article. A few slides earlier actually addressed a compelling message that delivers a powerful big idea can generate communication success even with the most modest media budgets make sure the messages are right again.

This is a direct link to the lectures and lesson sessions too. Okay, there’s not many steps left the eighth step and the IPC process is to understand the role that each communication tool you use, helps to create and shift perceptions and can ultimately sustain your brand’s momentum. Once you have your strategic brand message, you have to pick the most appropriate delivery vehicle, the rest of the SMU course units.

They address different aspects of these delivery mediums things like from blogging to social media, to websites and, more as a general rule. Each progressive stage of your involvement with an audience requires more individualized communications to meet the needs of your audience again. Think about tribes and think about the example I use with aardvark records about the different tribes we communicated with and how it used a different mix of personality traits and approaches targeted to very specific tribes within an overall audience.

Social media, advertising and PR are powerful awareness building tools, they’re also helpful and instilling a sense of relevance. High touch, media things like print advertising, interactive media and adverts, they’re better for relevance and instilling a clear sense of differential value, direct interactions, things again like social media. Well, those are the most effective tools for shaping satisfaction and encouraging audience loyalty.

The challenge is to leverage the relative power if each medium to build an integrated solution that will work the best for your unique audience communication requirements. The ninth step is to measure your results. I’ve covered this a few slides back when I mentioned analytics among the other purposes of analytics. This will allow you to define a return on your investment in terms of time and if budgets actually allow money – and here we go we’re at the last step.

The last step and the ibc process is to revisit step 5, which is all about shifting perceptions and repeat the whole process. Over and over again, ibc is not a one-time, only thing it’s a process and it’s a process that requires fine-tuning tweaking and changing. This is because Browns don’t exist in some sort of time, vacuum external and internal forces, but they basically require that we continually revisit the process.

Ibc is also an organic process, one that can be fed, nurtured and made stronger through active involvement once you’ve measured. Your initial results returned to the program’s foundations and examine opportunities for enhancement, return to your messages and explore opportunities to make them even more compelling return to your media assumptions and determine, if you’re, reaching your targets. Other things you can do return to your your budgets and determine if you’ve, if you’ve allocated them as effectively as possible and finally return to your assessment tools and determine whether they’re generating the insight you need to grow and manage your branding program.

Okay. So it’s time to start wrapping things up for this lecture. Let’s look at what brand messaging isn’t the old marketing paradigm is dead, and by that I mean the old weight the old-fashioned way of marketing. It was one-way communication from some unknown, faceless entity to the public. It was one-to-one communication, was a very top-down approach and evolved. Huge huge budgets just enormous enormously big spend because of this, because it’s one-way communication.

It was a top-down approach, basically messages coming down from on high down to consumers and customers, who you know they. We really weren’t asked for it to have any kind of involvement or feedback the companies that did that was perceived to be kind of faceless corporate brands. Companies who engage in this style of marketing or typically and usually perceived to be ignoring their social responsibilities and they’re.

Also perceived to be quite arrogant, okay, so now that we’ve taken a look at what brands messaging, isn’t we’re going to take a look at what brand messaging actually is the new marketing paradigm is it’s about building relationships with an audience. It’s about one-to-many communication. It’s about two-way loyalty and respect. It’s also about honesty. Even if that honesty hurts it’s about communicating values, two-way dialogue, again, those are all important considerations in terms of building a community, especially community, around your brand.

It’s not only allowing but actively encouraging your audience’s commentary about your you and your brand, and it’s also a two-way growth process. Some of the best most innovative ideas that we actually had an aardvark actually came about through actively engaging with their audience listening to what they had to say and hearing their suggestions in their feedback branding. It’s about people, it’s about community, it’s about participation, it’s the shift from monologue to dialogue, and it has changed traditional media and marketing forever.

Okay, so I’ve been banding this term community about a little in our previous sessions together. It’s a term that I appreciate people can interpret differently. So what exactly do I mean when I say community? For me the three core components? The first component is a group having a shared consciousness, and by that I mean members, feel they kind of sort of knew. Each other, or they knew something about each other because they have a shared interest.

So an example of this would be people who drive Broncos, who else drives Broncos? Well guys like me and guys who like engines, and it could be that simple. The second component are rituals and traditions, and by this I mean the way in which the meaning of a community is reproduced within that group, and I know that’s a bit abstract, so i’m going to give you an example. An example of this would be people who drive sobs and my experience.

They are so passionate about their car. They really are sab acolytes, so an example would be. If you drew, you know, if you drove a saab, whenever you pass anyone else driving a slob, you either beep your horn or flash your lights you’re, giving an indication to kind of thumbs up you’re in the Saab club. The third component is a sense of moral responsibility, and by that I mean as a sense of duty to the community as a whole and then example of this would be.

We see another sob on the road we pull over and we help no matter what it is. It’s that really kind of deep connection. The last part of this wrap up is to highlight some of the most common brand messaging mistakes. First mistake: not speaking to audience values too often marketers create messaging around what they believe are the most important features of their product or the service. Instead of looking into what’s actually important to their audience.

Take the time to understand your audience and their values then align it to your messaging. Accordingly, one way to get insight into your audience’s values is to ask them to complete a short online survey using something like survey monkey. For instance, a small online design store that features. Recycle furniture might use an online survey to compare what customers to compare customers values. For example, the store may find out that will cost is important to its audience.

Family and safety are the two things their audience. Power actually values the most. The company can then shift its messaging from lowest cost to family-friendly furniture on a budget. The second mistake relying too heavily on buzzwords. Everyone wants to be part of a major trend, whether it’s being a big data company, a slow food, restaurant or a mom preneur. The problem with relying on these buzzwords to define you is that the more popular they become, the less impact they have people begin to just simply change these kind of buzz.

Where it’s out this doesn’t mean you can’t use popular category phrases, just use them sparingly and pair them with words that differentiate you and pack a unique punch, for example, natural skin care company. True kid does a great job of using the term sustainable in its company messaging, and it does it in a really subtle way that feels quite authentic. For instance, true kidner choose kids through their daily through their daily play and is paving the way to innovative sustainable body and hair care for the whole family, from babies to big kids.

Third mistake: failing to make your messages portable many companies rely on word-of-mouth to drive their business. Is your messaging portable enough for these customers to easily spread? The word one way to check is to try boiling your messaging down to just one or two sentences. Creating the same type of logline Hollywood users, to sum up a movie or TV plot, and by logline I mean there’s kind of strapped lines that we hear a young man or woman from different social classes fall in love aboard an ill-fated voyage at sea.

If you can’t tell your story and 50 words or less chances, are your audience won’t be able to either your log lines? You give people an idea of what you offer and provide some sort of hook to stimulate interest, for example, a boutique PR agency that specializes in launching hot emerging tech companies. Another one could be an accounting firm that deals exclusively with small business. Audio audits, once you’ve got your logline, go back to your marketing copy and make sure these these simple messages come through loud and clear.

You can also use the logline itself in your marketing materials. Remember the aardvark one! We listen and we learn another one was music. Unlimited simple memorable catching: you can also use these kind of log lines on your website and your social media properties and in conversations with your audience, both old and new. The fourth mistake is actually forgetting to excite. You know that sensation of arriving home after a short drive and not remembering any details of the actual journey, much of our life is spent in this kind of autopilot mode making decisions based on our habits, emotions and gut instincts.

It’s up to you to wake people up and to inspire them with your messaging, so infuse your language with as much excitement and energy as possible and use action verbs rather than a passive tone of voice. Here’s a great example of action orientated messaging from cleaning cleaning product company method, it’s time to clean, happy with biodegradable products that clean, like hack, smell like heaven and leave nothing nasty in their wake.

The final mistake is messaging by committee. When you fill a conference room with senior managers for a managing session, it’s not unusual for everyone to have a different opinion about what the company does accompanied by a strong need to be heard. The problem with this approach is that it often results in statements like this one. Our mission is to help innovative leaders in the CPG industry, increase the velocity of their business and drive engagement with their suit with their social communities to inspire meaningful change, yeah.

What the heck does that even mean this mission statement is likely suffering from something we call whiteboard Ida’s the inflammation that occurs when someone crimes everything from a whiteboard into one sentence. It may also have a case of groupthink in which fresh concepts surfaced by the team gets boiled down into familiar jargon. Out of the need for consult consensus, compare the clunky mission statement above to this simple powerful example from bristol-myers squibb, whose mission it is to, and I quote, to discover, develop and deliver innovative medicines that help patients prevail for serious diseases.

Your messaging shouldn’t sound like it was fused together in dr. Frankenstein’s lab, while it’s valuable to get multiple opinions, don’t fall into the trap of trying to please everyone in the room. Stay true to your audience’s values, be authentic and communicate in straightforward terms. All the best for your work on the scenario and the template that accompanies this session and I’ll see you again in session for


 

Categories
Online Marketing

Copywriting The 7 Dirty Words of Internet Marketing

You can’t say on TV. Well, this article is going to tackle the seven dirty copywriting words of internet marketing. You want to disassociate yourself from these as much as you can. If you know what is good for you number seven and one of my favorites is by you – never want to tell people to buy your book or whatever the heck it is you’re selling using the word.

Buying and copywriting means you’re spending money on it, and people do not want to spend money on anything. So you want to stay away from this word at all. Costs. Try something like claim or immediately download. This will make them think they’re getting it for nothing. Number. Six really applies mostly to the I am make money online niche earn. You never want to tell people that they can earn money online earning makes it sound like there is work involved, it’s hard to earn.

You want to use words like passively acquire an income or something like that make it sound easy number five sounds like your bud. Has an extra letter at the beginning? Learn you never want to tell somebody that they’re going to learn. Something learning is what you did in school and it’s not easy. Nobody wants to learn, they want the info to magically appear in their head, as if I some genie number four is something only a dope would use when talking about their own site.

The word is scam when people think of a scam they think of something illegal and the truth is almost all scams are illegal. This is such a dirty word. You only want to use it when talking about somebody else’s site, just make sure you can prove it. Unless you want to end up with a lawsuit on your hands, number three is something a lot of marketers just don’t get spam. This is the bane of our existence.

Spammers have made internet marketers life’s a living hell on earth because of spam. We have more regulations than we know what to do, if all of which only makes online marketing that much more of a pain in the butt number two is Ponzi. Remember the old Ponzi schemes from way back well, believe it or not, they are still around and still getting shut down every single day. The last thing you want is to be associated with one of these schemes.

There is only one word dirtier than Ponzi number one. Maybe the dirtiest word in all of internet marketing. It’s the one thing that nobody wants to do: they’d rather eat bugs than do this, and that word is work. Nobody wants to work. They just want to sit back push a button and read the money fall from the sky, so never under any circumstances, put on your website for your product that the prospect will have to work in order to see any results.

Remember if you want to be a successful internet marketer avoid these seven dirty words by earn learn. Scam. Spam Ponzi work to learn more internet business ideas like these for improving the profitability of your business. Then the doorway is here just follow the link below to see how we do what is written in this article Phil and Tom plus.Com forward. Slash subscribe. This article is part of online multi-millionaire metalloids.

My online business education done-for-you article series to have access to the global marketing and distribution rights of these exclusive articles requires titanium membership. Ps. Before I go, I would like to tell you about today’s free bonus. If you want to get access to our free training articles on how to do article marketing and how to get free leads online using article, then all you need to do is subscribe to fill in Tom Plus today.

Follow the link below and fill in your details. Phil and Tom plus.Com forward slash, subscribe, Phil and Tom media publishing and broadcasting help visionary families and a few emerging entrepreneurs to use article to grow an online brand and build the six to seven figure. Business, become financially free and have fun while they’re doing it. If you have any questions for Phil and Tom, you can lead them beneath this article and they will get back to you within 24 hours, Phil and Tom hope.

You have enjoyed this presentation and would like to wish you well in your business endeavors. They look forward to working with you in the near future.