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Distilled
May 26, 2015
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Dana DiTomaso - Your Brand in 95 Characters
Distilled
May 26, 2015
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Transcript
#searchlove @danaditomaso #searchlove @danaditomaso YOUR BRAND IN 95 CHARACTERS DANA
DITOMASO
#searchlove @danaditomaso @tweeter LET’S PLAY GUESS THE BRAND!
#searchlove @danaditomaso
#searchlove @danaditomaso 1 2 3
#searchlove @danaditomaso
#searchlove @danaditomaso
#searchlove @danaditomaso
#searchlove @danaditomaso
#searchlove @danaditomaso @tweeter ADVERTISING VS MARKETING
#searchlove @danaditomaso IT’S ABOUT BRAND TOUCHPOINTS
#searchlove @danaditomaso 70 CHARACTERS = GET THERE FASTER
#searchlove @danaditomaso @tweeter WHAT IS YOUR BRAND VOICE?
#searchlove @danaditomaso
#searchlove @danaditomaso HTTPS://WWW.DISTILLED.NET/TONE-OF- VOICE/ (THIS IS REALLY GOOD)
#searchlove @danaditomaso BRAND VOICE > VOICE & TONE
#searchlove @danaditomaso CHARACTER HOW DO YOU WANT TO BE
DESCRIBED?
#searchlove @danaditomaso HTTP://WWW.READWRITETHINK.ORG/FILES/ RESOURCES/LESSON_IMAGES/LESSON175/ TRAITS.PDF (THINK LIKE A WRITER)
#searchlove @danaditomaso LANGUAGE WHAT WORDS WILL YOU USE?
#searchlove @danaditomaso (GIVE PRACTICAL EXAMPLES)
#searchlove @danaditomaso HTTPS://BLOG.BUFFERAPP.COM/HOW-TO-CREATE-A- CONTENT-STYLE-GUIDE-TO-IMPROVE-YOUR-BLOGS- QUALITY (BUILD A STYLE GUIDE)
#searchlove @danaditomaso @tweeter CONSIDER YOUR PERSONAS
#searchlove @danaditomaso HTTPS://WWW.CRYSTALKNOWS.COM/ (CREEPY AND AMAZING)
#searchlove @danaditomaso WRITE ADS TO PERSONAS
#searchlove @danaditomaso 1% CTR, 20% CONV RATE? OR 5%
CTR, 10% CONV RATE?
#searchlove @danaditomaso @tweeter HOW YOU SET UP ADWORDS MATTERS TOO
#searchlove @danaditomaso USE CAMPAIGN EXTENSIONS AS BRAND EXTENSIONS
#searchlove @danaditomaso
#searchlove @danaditomaso MOBILE VS DESKTOP
#searchlove @danaditomaso THE INTENT CHANGES ON THE PLATFORM
#searchlove @danaditomaso WHAT IS THE PERSONA/INTENT INTERSECT?
#searchlove @danaditomaso DEVICE + KEYWORD + PERSONA = THE
RIGHT COPY
#searchlove @danaditomaso HOW DO YOU ANSWER THE PHONE?
#searchlove @danaditomaso @tweeter RESULTS-FOCUSED REPORTING
#searchlove @danaditomaso 1% CTR, 20% CONV RATE? OR 5%
CTR, 10% CONV RATE?
#searchlove @danaditomaso USE THE DIMENSION REPORTS
#searchlove @danaditomaso (VIEW: DISTANCE) (GEOGRAPHIC IS ALSO GOOD)
#searchlove @danaditomaso
#searchlove @danaditomaso (VIEW: PAID & ORGANIC)
#searchlove @danaditomaso DO META DESCRIPTIONS SUPPORT AD COPY?
#searchlove @danaditomaso @tweeter DON’T FORGET THE POINT
#searchlove @danaditomaso REACH THE RIGHT AUDIENCE
#searchlove @danaditomaso REMOVE BARRIERS
#searchlove @danaditomaso SHOW UP
#searchlove @danaditomaso
#searchlove @danaditomaso #searchlove @danaditomaso THANK YOU!