Bauerhaus+ kmc alpaca conference 2

ONLINE MARKETING PLANNING
AND TRAINING ALPACA STYLE

KRISTY MEYER CONSULTING + BAUERHAUS DESIGN, INC

Who is Kristy Meyer?
• Farmer’s daughter (dairy, beef, crops)
• 15 year marketer
– Web marketing, email, direct mail

• Social media is my marketing “home”
(Yoga teacher once per week!)


Why are you here?
• Mingle with MOPACA
• Marketing is a challenge
– Finding time
– Allocating $$
– Internet marketing changes fast


Why is this the best time in
history to be a small business
owner?

• Access buyers directly for free (social media,
yay!)
• Members of your target audience can be
found by using your network
• Referrals are the easiest won business, and
happy customers tend to return

Why is this the best time in
history to be a small business
owner?
• Buy local! Small business
• Marketing is NOT rocket science
– YOU TOO can do it and reap the benefits

ROADMAP OF TODAY


Morning agenda
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•
•
•
•
•
•

9:15-10 – Branding
10-10:30 – Content Marketing Overview
10:30-10:40 – break
10:40 – 11:30 – Content Marketing Overview completed
11:30- noon -- SEO/SEM/Social Media
11:45-noon – Review digital marketing plan, populate it!
12-1:30 LUNCH


Afternoon agenda
•
•
•
•
•

1:30-2:00 – Design Digital Marketing Plan
2:00 – 3:15 – Create a Twitter page, and Twitter etiquette basics
3:15 – 3:30 -- BREAK
3:30 -4:30 Create a Facebook Business Page.
4:30 – 5pm Questions, and logistics for follow-up support


WHO IS BAUERHAUS DESIGN?


BRANDS I’VE WORKED ON:


PART 1: BRANDING


WHY CARE ABOUT BRANDING?


1. PEOPLE BUY WHAT THEY
WANT

• Not what they need”
– John Morgan, Brand
Against the Machine


2. ECONOMIC ASSET
• Coca-Cola’s brand
name = $67 Million
• 54% of stock market
value


2. ECONOMIC ASSET
• $160 million sale
• No vineyards
• No winery
• Name only


3. PERCEIVED VALUE


4. MAKES BUYING QUICKER
• “Like me. Know me. Trust me. Buy from
me.” - Joel Comm


5. MAKES YOUR LIFE EASIER
•
•
•
•

Where to advertise
Who to advertise to
Type of content
Type of design style


WHAT IS BRANDING?


A BRAND IS
•
•
•
•
•
•
•

A Logo
Design elements & photos
Tone of voice
Colors
A personality
A story
How you greet a customer


A BRAND IS
• Not what you say it is, it’s what THEY say
it is.“ –The Brand Gap


A BRAND IS
• The one way you want people to feel about
your business


WHAT MAKES YOUR BRAND
• Remarkable is doing something unique that
people care about.
- Brand Against the Machine


A BRAND IS = ADJECTIVE
Jeep=


A BRAND IS = ADJECTIVE
Volvo=


HOW TO CREATE YOUR BRAND
A. Define your target audience
B. Define your strategy
C. Tell your brand story


A. DEFINE YOUR TARGET
AUDIENCE


WHY?
• Makes getting found online easier
• Makes it easy for you know where to advertise
• Helps define your message


WHY DEFINED BRANDS WORK
• Our brains are wired to put things into categories
and the further you describe your niche, the easier
people will recall what you do in seconds.


WHO ARE YOU TALKING TO?


DEFINE YOUR TARGET
AUDIENCE
•
•
•
•
•

Age
Male/Female
Occupation
Passions
Hobbies


BREAK OUT: TARGET AUDIENCE


DISCUSS RESULTS


B. DEFINE: YOUR STRATEGY


PURPOSE
• Why do you exist?


VISION/GOALS
• What does a future magazine cover
featuring your company say?
• 10 years from now, where do you
want to be?

DEFINE: YOUR STRATEGY
• Three strategic levels
• Define your Core Position/USP


THREE STRATEGIC LEVELS
•Price
•Innovation
•Differentiation

PRICE
• Only one company can
be the cheapest—the
others have to use
design.


INNOVATION
• New Technology


DIFFERENTIATION
• Our brains are
hardwired to notice
what is different, not
what is the same.
- The Brand Gap


DIFFERENTIATION IS
• One of the most important strategic and
tactical activities in which companies must
constantly engage.
- Theodore Levitt, Harvard Business School


HOW YOU CAN BE DIFFERENT
• Focus on a specific
target audience
• Create a community


• Personality
(Owner)


• The Place


DEFINE YOUR CORE
POSITION/USP
• Why should a customer pick your company
over your competitors?


DEFINE YOUR USP
• Only (your business) delivers (unique
differentiating benefit) to (target audience).


EXAMPLE USP
• Dominoes: “You get fresh, hot pizza
delivered to your door in 30 minutes
or less — or it’s free.”


EXAMPLE USP
• Social good deed
• New pair of shoes to
a child in need for
every pair purchased


YOUR BRAND=ADJECTIVE
• KISS: Keep it Super Simple
• Easy to remember


BREAK OUT: DEFINE YOUR
STRATEGY


C. TELL YOUR BRAND STORY
For thousands of years, we were
storytellers


THIS IS WHY WE LIKE
• Movies like Star Wars
• Books


WHY SHOULD YOU CREATE
A BRAND STORY?
• People buy from people
• It’s easier to remember a story
• The story can be told without you present


WHY SHOULD YOU CREATE
A BRAND STORY?
• More often than not, a person’s first
impression of your company is made online.
• Like me. Know me. Trust me. Buy from me.


EVERY BRAND HAS A STORY,
• Whether it's the founder's story or the brand's
reason for being.


EX FOUNDER’S STORY
• Journey from
corporate job
• Backpack trip
• Discovered Alpaca’s
• Luxury handcrafted
Ruanas


BRAND STORIES FOCUS ON:
• Creating a world and
aura that is their brand
signature
• Generating major
differentiation in its
production and execution


BRAND STORIES FOCUS ON:
• More emotional and
sensual content
• Travel and legendary
journeys
• Brand = consumer feels
they have found a sole
mate


DESCRIBE THE ADVANTAGES


DESCRIBE THE PROCESS


TAKE A STAND FOR
SOMETHING


EXAMPLE: SOUTHWEST
• Free Bags


EXAMPLE: PATAGONIA
• Testimonials
• 80,000 photos
• Nothing is more
powerful or more
effective than
customer’s bragging

EXAMPLE: NIKE
• Empowerment
• Just Do It
• Accomplish anything


MARKETING IS NO LONGER
• About the stuff you make, but the stories you tell.
– Seth Godin


WHILE WRITING, FOCUS ON
YOUR
• Target audience
• Goals
• Core strategy


BREAK OUT: DEFINE YOUR
BRAND STORY
• Why was your product made?
• What need did it fill?
• What was the original goal?


BRANDING ONLINE
• Stay consistent
• Stay consistent
• Stay consistent


BRANDING ONLINE
• Use the same photos, font, colors, design,
story and tone of voice
• Match your print collateral


BRANDING ONLINE
• Over 50% of mobile users have smartphones
• Consumers research before they visit


BRANDING ONLINE:
• User-friendly
website
• Responsive or
Mobile theme


BRANDING ONLINE
• Google Zero Moment of Truth
• Average shopper references 10.4 sources
before purchase


BRANDING ONLINE:
• Easy to navigate
• Clearly define your
brand position
• Define a path


BRANDING ONLINE:
• 3 types of visitors to your website
– Visit now (location, hours, & phone)
– Buy now
– Researchers


BRANDING ONLINE:
• Have a call to action:
1.
2.
3.
4.

Subscribe to our Email Newsletter
Register for an event
Get in touch with us
Follow us on Facebook or Twitter

BRANDING ONLINE:


BRANDING ONLINE:
• Email newsletter
sign up with a free
offer


Content Marketing


What is Content Marketing?
Use informative content that puts the focus on
your target audience’s needs.
This draws them in and interests them in your
brand before they know they need you.

#1 Identify sales cycle
∗ Long sales cycle: higher dollars, purchase decision
requires thought and analysis
∗ Short sales cycle: fewer dollars purchase decision can be
made quickly

#1 Identify sales cycle
∗ Alpacas?
∗ Yarn?
∗ Products?

#2 Identify target audience’s
needs


What need do warm, fuzzy alpaca
socks fill?

What need does alpaca yarn
fill?


What need(s) can alpacas fill?


Content for short sales cycle
• Cold feet – make coziness associated with
your brand
– Homey images of fireplaces
– Articles on staying warm
– What else?

Content for short sales cycle
• Show off your wares, and invite buyers in
(Think street vendor)
– Pictures with descriptions
– Testimonials


Content for long sales cycle
• Establish your authority
–
–
–
–
–

Show your healthy animals
Show off your business expertise
Support new alpaca farmers
Use testimonials
What else?

Content for long sales cycle
• Alpaca and farming as a lifestyle
– Show off your farm
– Tell stories from working on the farm, and being
near the land
– What else?

#3 Share content in all the
right places
• Where is your audience?

– Twitter, Facebook, Pinterest, Etsy
– eBay?


#3a use their language to find
them
• What keywords does your audience
use?
–
–
–
–

#knitting, yarn
“starting a farm”,
breeding alpacas
Scarves, wool socks, rugs

#4 Write posts that engage
• Use cuteness to your
advantage
– “Who wouldn’t want to kiss
this face?”

• Be informative
– “Alpacas and dogs get along
very well”

#4 Write posts that engage
• Article title: Finding Greener
Pastures for a Career?
• Inform: “Great article! My
alpaca “aha” moment came
when…


•

#4b Use Twitter to help them
find you
#knitting


#5 Find a posting frequency
• Rules of thumb
– Twitter – 5-10 posts per day (spaced out over time)
– Facebook 1-2 posts per day (if you have a more
engaged audience, post more frequently)
– Pinterest – Post several times per week


#6 Find your voice
• Write and post sounding like your professional
self (probably minus cursing)
• Be concise, and to the point


#6 Use your “voice”
• Write and post sounding
like your professional self
(probably minus cursing)
• 2e Creative shows off their
creative writers

Don’t be mean, unless it’s
your brand
• Alton Brown can slam
choices of the people
that talk to him,
because they ask him to


Talk at your audience’s level
• Oncologists and saavy
cancer patients will
“get” this.
• The general public
won’t

#7 Take criticism in stride
• It happens. To everyone.
• Take the high road or ignore them
– If the complaint is legit, apologize
– Offer to make amends, do so on the phone or
in person if possible
– Move on

#8 Set some goals, and achieve
them
• Decide how many followers you want to
gain this year.
• Start sharing content and your
facebook/twitter accounts w/ people
• Watch your followings grow, slowly but
surely


#9 If you don’t get results,
adjust content

• See what people respond to (and don’t
respond to)
• Talk to your existing customers, find out
what they want to know
• Adjust your content strategy.

SEO: SEARCH ENGINE
OPTIMIZATION


SEO: ORGANIC VS PAID


INBOUND MARKETING


SEO:
• If you add a minimum of 2,000 words per
month, you will rank higher than your
competitors and receive at least 20% leads
online – Mark O’Brien, A website that works


SEO:
• Insert your keywords:
–
–
–
–

Your target audience
Topics your target audience will like
Integrate your core strategy
Don’t try tricks

SEO:
• Google now prefers long phrases
– Bad = alpaca
– Good = alpaca farm near St. Louis

• Titles that do well:
– How to wash your alpaca cape
– 7 tips on choosing an alpaca

SEO: Google autosuggest


SEO:

• Permalinks that are descriptive
• Good=
http://www.bauerhaus.com/strategy/why-your-bus
• Bad=www.bauerhaus.com/post49


SEO


SEO
• Meta
descriptions


SEO
• For photos use “Alt” tags, to show up in
Google Image search
• Make your .jpg and .png names descriptive,
“AlpacaFarmShearing.jpg”


SEO
•
•
•
•

Have a free Google Analytics account
Check keywords
Check referring websites
Establish goals


SEO
• Submit your XML sitemap to search engines


SEO: LOCAL SEARCH
•
•
•
•

Google Plus
Business page
Google Places
Yelp page
Encourage your
customers to rate
you


SEO: LOCAL SEARCH
• Getlisted.org
• Put your events on community calendars
• Keep your contact info updated


SEO
• Write down a goal
– Amount of traffic?
– Ranking for a certain phrase?
– Amount of social shares?


SEO
• How you plan to achieve it
– Posting blogs how often per month?
– Checking each page on your website
– Checking Google Analytics


EMAIL MARKETING
• 16x more likely to buy your product or visit


EMAIL MARKETING
• Be consistent with when you send it out
• Send out at least once a month or more


EMAIL MARKETING
•
•
•
•

Welcome emails
Your brand story
VIP treatment
Ongoing promotions


EMAIL MARKETING
• Don’t have time. Try:
– Create 2 blog posts per month
– Use them in your monthly newsletter
– Plus, short intro paragraph


SEM: Search Engine Marketing
• Google Adwords
• Re-targeting
• Facebook ads


SUMMARY
• "Do what you do so well that they will want
to see it again, and bring their friends.”
- Walt Disney


FREE DOWNLOAD:
• Free Report: 10 strategies
to boost your business
online
Sign up at: www.bauerhaus.com/

After lunch planning
• Who has a Twitter account?
• Who has a Facebook page?


Bauerhaus+ kmc alpaca conference 2

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