Minimalist Marketing Strategy Framework

For more details: http://www.ernestbarbaric.com/minimalist-marketing-strategy-framework/

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This deck is an annotated version of a Minimalist Social Media Strategy Framework presentation. Enjoy!

Transcript

1. MNML MKTG S T G Y FRWK © Ernest Barbaric | ErnestBarbaric.com
2. Target Profiles 1 Digital Objectives Channels Engagement Map Content Strategy 2 3 4 5 These are the five components of The Minimalist Marketing Strategy Framework. © Ernest Barbaric | ErnestBarbaric.com
3. 1 © Ernest Barbaric | ErnestBarbaric.com
4. Marketing Persona + Empathy Map + Archetype Target Market Profile To develop a proper profile, you will use and combine the best of these 3 methods © Ernest Barbaric | ErnestBarbaric.com
5. NAME Trina  Foley AGE 44 GENDER Female JOB HR  Manager ATTRIBUTES Mother  of  2  teenagers Works  downtown  in  O&G Lives  in  Tuscany,  Calgary Drives  a  BMW  SUV ATTITUDES Introvert AnalyKcal Close  group  of  friends This is what a marketing persona would look like. © Ernest Barbaric | ErnestBarbaric.com
6. Think & Feel? See? Hear? Say & Do? Using the empathy map, you put yourself in your customer’s head. What are they thinking, feeling, seeing , hearing and doing right now? © Ernest Barbaric | ErnestBarbaric.com
7. Archetype bit.ly/eb-archetypes Use this link and find an archetype that best suits your target market. Pick one or at most two. © Ernest Barbaric | ErnestBarbaric.com
8. Core desire: to protect and care for others Goal: to help others Greatest fear: selfishness and ingratitude Strategy: doing things for others Talent: compassion, generosity The Caregiver is also known as: The saint, altruist, parent, helper, supporter The Caregiver These are some of the main characteristics of The Caregiver type of personality. Usually really well suited to moms. © Ernest Barbaric | ErnestBarbaric.com
9. This tech-savvy mom of 2 teenagers wants to provide memorable experiences for her kids, living vicariously though their adventures. ▪ Wants the best for her children ▪ Safety is a serious concern ▪ Willing to sacrifice self for family ▪ Large, social group of friends ▪ Works to provide first, then to escape Trina - Adventurous Mom This is a very brief example of what a finished PROFILE looks like. © Ernest Barbaric | ErnestBarbaric.com
10. 4 © Ernest Barbaric | ErnestBarbaric.com
11. MARKETING ASSET REACH ENGAGEMENT The blue line represents Traditional Media, and the red line represents Digital. © Ernest Barbaric | ErnestBarbaric.com
12. © Ernest Barbaric | ErnestBarbaric.com
13. » Marketing Hub » Audience Centered » Primary Metrics The heart of your map acts as the HUB of all your marketing efforts. It’s also the one asset your audience would be MOST comfortable with. © Ernest Barbaric | ErnestBarbaric.com
14. » Supporting Asset » Specific Audience » Specific Function Think of the supporting assets as nets you toss out in the ocean, to catch specific fish. At the end of the day you pull all your nets into one boat (The Heart of the map). © Ernest Barbaric | ErnestBarbaric.com
15. » Asset Connection » User Path » Uni / Bi Directional These engagement directionals will let you understand how each asset interacts with each other. © Ernest Barbaric | ErnestBarbaric.com
16. Educate Convert # Subscribers # Time on Site Each asset MUST have a clear and specific purpose. Based on that purpose, we can figure out what to measure. © Ernest Barbaric | ErnestBarbaric.com
17. Customer Service Generate Leads # questions answered # visitors to site © Ernest Barbaric | ErnestBarbaric.com
18. Top SEO Rank for... International reach # SERP position # visitor location © Ernest Barbaric | ErnestBarbaric.com
19. A finished map can be as simple or complicated as you want it to be... I like to have between 4 to 5 assets in play. © Ernest Barbaric | ErnestBarbaric.com
20. 5 © Ernest Barbaric | ErnestBarbaric.com
21. TRIGGER McKinsey Quarterly A need or a want is triggered... and so begins our decision journey. © Ernest Barbaric | ErnestBarbaric.com
22. INITIAL CONSIDERATION SET TRIGGER McKinsey Quarterly We can immediately think of two or three suppliers or brands to solve our need. © Ernest Barbaric | ErnestBarbaric.com
23. INITIAL CONSIDERATION SET ACTIVE EVALUATION TRIGGER McKinsey Quarterly But before we make a decision, we’ll do research and comparison. We may ask our friends and social circles for advice or recommendations. © Ernest Barbaric | ErnestBarbaric.com
24. INITIAL CONSIDERATION SET ACTIVE EVALUATION MOMENT OF PURCHASE TRIGGER McKinsey Quarterly This is when the credit card gets swiped or payment gets made. © Ernest Barbaric | ErnestBarbaric.com
25. INITIAL CONSIDERATION SET ACTIVE EVALUATION MOMENT OF PURCHASE POST-PURCHASE EXPERIENCE TRIGGER McKinsey Quarterly But what happens after the purchase is PARAMOUNT!! This experience may entice your customers to give a thumbs up or a thumbs down to their friends, when they ask for advice in the active evaluation process of their own. © Ernest Barbaric | ErnestBarbaric.com
26. INITIAL CONSIDERATION SET ACTIVE EVALUATION MOMENT OF PURCHASE POST-PURCHASE EXPERIENCE LOYALTY LOOP TRIGGER McKinsey Quarterly If you rocked the post-purchase experience... your customer will default back to you rather then starting all over again. © Ernest Barbaric | ErnestBarbaric.com
27. STAGE CHANNEL CONTENT Trigger YouTube ? Initial Set Facebook ? Evaluation Trip Advisor ? Purchase Twitter ? Post-Purchase Instagram ? So, how would you use marketing or social media to address each part of the decision making process? © Ernest Barbaric | ErnestBarbaric.com
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