PROMOTE YOURSELF & IMPROVE YOUR VISIBILITY

BUILD YOUR (DIGITAL) BRAND

What are your expectations from this workshop ?

BUILD YOUR (DIGITAL) BRAND

?

WHY DO YOU WANT TO COMMUNICATE?

•  Find FUNDS – get a meeting with an investor? •  Image building?

•  Sell? •  Build trust?

•  Federate ? •  Build a network?

•  Test, Have feedback on your product?

BUILD YOUR (DIGITAL) BRAND

What we can offer

Alexandra Birau Senior Digital Marketing Consultant with

international experience in building

c u s t o m i z e d d i g i t a l m a r k e t i n g

strategies and action plans. She

advises startups, B2B and B2C companies

in France and in Luxembourg on their

online growth. Her mission is to deliver

real business value in areas of lead

acquisition, prospect conversion and

customer loyalty.

Netty Thines 25 years of experience in cross channel

communication and measuring ROI.

Makes sure that the stories of the

clients are told in a relevant way,

to the right people in order to

open doors, build relationships and

make the business grow.

BUILD YOUR (DIGITAL) BRAND

How can you build a strong brand ?

BUILD YOUR (DIGITAL) BRAND

What questions are relevant when building a brand ?

Who are you ? What is your story ?

BUILD YOUR (DIGITAL) BRAND

And how do you tell it to whom?

Write the 30 ‘’ mission statement that distils your purpose

Why is it/are you relevant/important for your audience?

What makes you different ?

What is in it for them ?

Why should they care ?

BUILD YOUR (DIGITAL) BRAND

BUILD YOUR (DIGITAL) BRAND

Who needs to know?

Target Personas

BUILD YOUR (DIGITAL) BRAND

How will they know? Owned, Paid, Earned Media

Which channels do you use to promote yourself ?

Networking, PR, Live communication

BUILD YOUR (DIGITAL) BRAND

to establish a strong connection

This can be a one to one meeting, networking event, a workshop

or a speakers opportunity.

Build a brand & manage your reputation

BUILD YOUR (DIGITAL) BRAND

Written – Oral – Visual

BUILD YOUR (DIGITAL) BRAND

Social Media in Luxembourg The most popular social networks were Facebook (57 %), LinkedIn (9 %),

Google+ and Twitter (8 % each).

When it comes to professional networks, only a third (37 percent) of employed respondents claimed to use these.

LinkedIn was the most dominant (34 percent), followed by Viadeo (3 percent) and Xing (3 percent).

(SocialMediaNetworks- Leveragenewagemedia.com, Quest 2014)

Why is your e-reputation so important ?

BUILD YOUR (DIGITAL) BRAND

BUILD YOUR (DIGITAL) BRAND

ZMOT a new marketing paradigm

96% of online buyers are influenced by the brand’s e-reputation when choosing a product

(IFOP, France – 2014)

78% of people search online before buying a product offline (BVA, France – 2014)

E-reputation Let’s see some examples

BUILD YOUR (DIGITAL) BRAND

Product reviews

Distribution network

E-commerce website

BUILD YOUR (DIGITAL) BRAND

Google a start-up

Company directories

Media articles

Corporate website

BUILD YOUR (DIGITAL) BRAND

Google a B2B company

Published content

Events & physical networks

Social Networks

BUILD YOUR (DIGITAL) BRAND

Google a freelance

What can you do to improve your

e-reputation ?

BUILD YOUR (DIGITAL) BRAND

BUILD YOUR (DIGITAL) BRAND

Improve your own website’s presentation

BUILD YOUR (DIGITAL) BRAND

Highlight a more positive product review

BUILD YOUR (DIGITAL) BRAND

Use branding guidelines for your distribution networks

BUILD YOUR (DIGITAL) BRAND

Make sure you have an attractive Wikipedia page

BUILD YOUR (DIGITAL) BRAND

Produce engaging content about your brand

BUILD YOUR (DIGITAL) BRAND

Here are some extra tips

Create an attractive company page on Google My Business (for companies)

Use wikidata to build a personal card on Google (for people)

Be active on relevant social networks

Develop a real Content Marketing strategy for your brand

Using Social Media

Listen – Share Value – Be Available - Increase Awareness - Pitch

BUILD YOUR (DIGITAL) BRAND

Marketing online is based on a sense

of trust and community

Create your online profile – personal and of the company Secure a personal website or blog

Find ways to produce value

Be purposeful in what you share

Associate with other strong brands

Audit your online presence

Cross Channel Recommandations

BUILD YOUR (DIGITAL) BRAND

Authentic KISS

Make it personal Add value/be relevant

Dress it up (Visuals, Photos)

Dialogue – Ask for feed back (Landing pages , Call to action, Formulars, surveys,

polls, questions…) Promote your own media and issues (banners)

Tag, Link

Advertising with low budget

•  Build your corporate brand (logo, website, business cards, flyers, fleet)

•  Develop your Network – digital but also live

•  Produce relevant content

•  Optimize Content for SEO

•  Get the message out

Website

Linked In

Twitter

Ineract/Dialog with relevant Groups

Blogs

White books

•  Find Speakers Opportunities

•  Street marketing

•  Events

•  Tradeshows

BUILD YOUR (DIGITAL) BRAND

Monitoring & Analytics

•  Hootsuite allows you to post updates across all of your social media sites in one single step •  Google Alerts monitors the web for interesting content

•  Twitter Search (http://search.twitter.com) allows you to search user tweets for keywords using hash tags. Searchable terms

are created by prefacing a word using the # symbol.

•  Radian6 and Talkwalker (charge a fee). Allow to track, monitor and react to comments

•  Adobe Social get all of your social in one place, measure the impact of social & use integrated social insights

BUILD YOUR (DIGITAL) BRAND

Quantitative improvements are more easily measured, using traditional analytics programs such as Google Analytics. Your blog probably has plugins to measure subscriber count.

Thank You!

BUILD YOUR (DIGITAL) BRAND