100 Days to Increased Brand Awareness and Sales Enablement
Dan Galante
2X LinkedIn Top Voice Marketing Strategy Product Marketing Seller/Marketer using Sales/Marketing driving Growth Let's interview: Enablement Sales Sales Enablement PMM CI Digital/Content Marketing ABM SMM Employer Brand
When Brand awareness and Sales are low for brands, it is tempting to start using social media and blogging to solve the issue. At first this sounds like a great idea, but without a well thought out plan, Brands will fail and damage the credibility they have built.
Prior to using social media and blogs, Brands have to examine what they want their Brand to mean. Market Research and Buyer Personas need to examined and updated.
image via smartdraw.com
Everything from digital assets, Sales/Marketing collateral effectiveness, product messaging and the logo needs to be examined. It is important to have a clear consensus and consistency on your brand voice. Brands need to ask their customers what the brand means to them as well. Once this analysis is completed, the brand vision needs to be compared to the way customers see it. Brands should make changes to align the customer vision to the Brand vision.
Previously, I have written two articles 10 Ways to Grow your Audience and Build a Customer base and Social Media 101. This serves a time line to executing that plan.
Within 30 days
Create a handle that matches the company name
Start sharing articles they create and from outside industry sources to engage the followers and start to build reciprocal relationships
Share related follower content
Within 60 days
Host Twitter chats on industry related topics
Within 90 days
Use Periscope to shoot live videos
Within 30 days
Start using the LinkedIn publishing platform to publish content
Use this content to connect with and identify with prospects and customers
Share LinkedIn content on company page
Promote company page to gain more followers
Provide product offerings on the company page
Create a user group and invite current and prospective customers to join
Within 90 days
Use this group to take the discussion offline and have events
2. Facebook
Promote company page to gain more followers
Provide the types of software integrates with on the company page
Create a user group and invite current and prospective customers to join
Within 90 days
Use this group to take the discussion offline and have events
Use Facebook live to host chats
3. Pinterest/Instagram
Within 60 days
Use Visuals to engage with potential customers
Within 30 days
Search Google trends for key terms around industry to build a niche audience
Create content around these terms to build up authority in the search engines
5. Website suggestions
Take ownership of the brand Handle the creation and updates of websites internally
Place a menu for the blog at the top of the site menu so it is easier to find
Have an in the news section visible on the navigation
Do not include company name in the title of articles
Make content easy to share by placing share buttons on each of content
Create calls to action on social channels encouraging email sign up for blog
6. YouTube
Within 30 days
Place share button for YouTube on website, upload webinar content to YouTube
Within 90+ days
Have a video podcast with guest speakers on industry topics to build up subscribers on YouTube
image via https://business.linkedin.com/talent-solutions/blog/2012/10/new-employer-brand-research
Build a Presence on other Social Media channels many overlook
Content Curation
Within 30 days
Repurpose blog posts into presentations on SlideShare to cater to different types of learners
Write blog posts and LinkedIn articles using SlideShare embed the information
Use SEO tags to get found in the right places
2. Share content to Google+
Within 30 days
Build out a company page share tips and insights around customer
Blogging
WithIn 30 days
Publish content on Tumblr/WordPress/Medium
Obtain domain name for each
Email Marketing
Ongoing
Use blog to build up a subscriber list
Share links to blog content, webinars, offers etc... in email
Get opt in during purchase of product and during demos
Make sure blog has a place for people to subscribe along with social followers
6. Analytics
Ongoing
Use analytics data from, website and social networks and email campaign to measure engagement, examine traffic sources and make decisions on strategy going forward
90+ days
Use Social Media to organize and promote events to the get product in front of industry
Attend industry tradeshows
After all organic Marketing is maximized
Paid Options
Use content we create and advertise using the sponsored story feature targeting prospects and customers
KPI: For Brand Awareness choose the Impressions option
KPI: For Conversions choose the PPC option
Create a display ad driving people to the site
2. SlideShare
Create a lead generation form to capture the email addresses of people viewing content
3. Twitter
Create display ad that drives people to the site
KPI: For Brand Awareness choose the Impressions option
KPI: For Conversions choose the PPC option
4. Google/YouTube
Create visual display ads to drive traffic to website
ie Google Display network, Adwords, Bing Ads
Sponsor webinar and YouTube video content
How have you increased Brand Awareness and Sales Enablement? Comment and share below.
About the Author
Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.
Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.
He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 17,000 followers on LinkedIn & over 13,000 on WordPress.
Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at [email protected] to set up interviews.
Marketing Leadership & Business Innovation.
8 年This post is a treasure, true value.
International Speaker | Workshop Facilitator | Storyteller | Musician | Gallup StrengthsFinder Coach | 360+Episodes Podcast Host | Author | Job Interview Coach
8 年Solid ideas here, Dan, thank you so much for this generous post!