Dana DiTomaso - Your Brand in 95 Characters

Transcript

1. #searchlove @danaditomaso #searchlove @danaditomaso YOUR BRAND IN
 95 CHARACTERS DANA DITOMASO
2. #searchlove @danaditomaso @tweeter LET’S PLAY
 GUESS THE BRAND!
3. #searchlove @danaditomaso
4. #searchlove @danaditomaso 1 2 3
5. #searchlove @danaditomaso
6. #searchlove @danaditomaso
7. #searchlove @danaditomaso
8. #searchlove @danaditomaso
9. #searchlove @danaditomaso @tweeter ADVERTISING
 VS
 MARKETING
10. #searchlove @danaditomaso IT’S ABOUT
 BRAND
 TOUCHPOINTS
11. #searchlove @danaditomaso 70 CHARACTERS
 =
 GET THERE FASTER
12. #searchlove @danaditomaso @tweeter WHAT IS YOUR
 BRAND VOICE?
13. #searchlove @danaditomaso
14. #searchlove @danaditomaso HTTPS://WWW.DISTILLED.NET/TONE-OF- VOICE/
 
 (THIS IS REALLY GOOD)
15. #searchlove @danaditomaso BRAND VOICE
 > 
 VOICE & TONE
16. #searchlove @danaditomaso CHARACTER
 
 HOW DO YOU WANT TO BE DESCRIBED?
17. #searchlove @danaditomaso HTTP://WWW.READWRITETHINK.ORG/FILES/ RESOURCES/LESSON_IMAGES/LESSON175/ TRAITS.PDF
 
 (THINK LIKE A WRITER)
18. #searchlove @danaditomaso LANGUAGE
 
 WHAT WORDS WILL YOU USE?
19. #searchlove @danaditomaso 
 
 (GIVE PRACTICAL EXAMPLES)
20. #searchlove @danaditomaso HTTPS://BLOG.BUFFERAPP.COM/HOW-TO-CREATE-A- CONTENT-STYLE-GUIDE-TO-IMPROVE-YOUR-BLOGS- QUALITY
 
 (BUILD A STYLE GUIDE)
21. #searchlove @danaditomaso @tweeter CONSIDER
 YOUR PERSONAS
22. #searchlove @danaditomaso HTTPS://WWW.CRYSTALKNOWS.COM/
 
 (CREEPY AND AMAZING)
23. #searchlove @danaditomaso WRITE ADS
 TO PERSONAS
24. #searchlove @danaditomaso 1% CTR, 20% CONV RATE?
 
 OR 5% CTR, 10% CONV RATE?
25. #searchlove @danaditomaso @tweeter HOW YOU SET UP
 ADWORDS MATTERS TOO
26. #searchlove @danaditomaso USE CAMPAIGN EXTENSIONS AS 
 BRAND EXTENSIONS
27. #searchlove @danaditomaso
28. #searchlove @danaditomaso MOBILE
 VS
 DESKTOP
29. #searchlove @danaditomaso THE INTENT
 CHANGES ON 
 THE PLATFORM
30. #searchlove @danaditomaso WHAT IS THE
 PERSONA/INTENT
 INTERSECT?
31. #searchlove @danaditomaso DEVICE + KEYWORD 
 + PERSONA
 = THE RIGHT COPY
32. #searchlove @danaditomaso HOW DO YOU ANSWER THE PHONE?
33. #searchlove @danaditomaso @tweeter RESULTS-FOCUSED REPORTING
34. #searchlove @danaditomaso 1% CTR, 20% CONV RATE?
 
 OR 5% CTR, 10% CONV RATE?
35. #searchlove @danaditomaso USE THE DIMENSION REPORTS
36. #searchlove @danaditomaso 
 (VIEW: DISTANCE)
 (GEOGRAPHIC IS ALSO GOOD)
37. #searchlove @danaditomaso
38. #searchlove @danaditomaso 
 (VIEW: PAID & ORGANIC)
39. #searchlove @danaditomaso DO META DESCRIPTIONS SUPPORT AD COPY?
40. #searchlove @danaditomaso @tweeter DON’T FORGET
 THE POINT
41. #searchlove @danaditomaso REACH THE RIGHT
 AUDIENCE
42. #searchlove @danaditomaso REMOVE BARRIERS
43. #searchlove @danaditomaso SHOW UP
44. #searchlove @danaditomaso
45. #searchlove @danaditomaso #searchlove @danaditomaso THANK YOU!