Coaching Session 2 – Outbound and Inbound Marketing

Video Lesson

Lesson Notes

Time Stamps:

 

In this lesson:

1. Inbound Marketing
2. Outbound Marketing
3. Viral Loop
4. Business Branding

Portfolio

1. Create a business branding template

2 types of marketing strategies

• Outbound Marketing
• Inbound Marketing

Inbound Marketing

• Is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.
• Examples are Topical blogs, Social media campaigns (Facebook, Twitter, Pinterest), Ebooks, Search Engine Optimization (SEO) website text, Viral videos, Web-based seminars (Webinars)

Outbound Marketing

• Refers to any kind of marketing where a company initiates the conversation and sends its message out to an audience.

The difference between Inbound and Outbound Marketing

Inbound Marketing

• Pulls interested readers in
• Solves consumers’ needs
• Interactive with readers as helpful content is consumed, audience members become leads.
• Where you see it: websites, blogs, eBooks, opt-in emails, SERP, social media

Outbound Marketing

• Pushes messaging at everyone 
• Written to sell products
• On-way communication
• Disrupts whatever content is being consumed.
• Where you see it: TV ads, billboards, pop-up internet ads, telemarketing, magazines.

 

The Viral Loop: Get, Keep, Growth

Get: Employ awareness and acquisition tactics while reducing customer acquisition costs.

Keep: Reduce attrition and retain customers via loyalty programs, product updates and quality service.

Grow: Increase customer lifetime value by upselling, next-selling and cross-selling.

 

What is branding?

A brand is a name, term, symbol, design, or a combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of competitors.

A conduit by which non-customers become new customers.

What is brand Identity?

Your brand identity is the set of creative elements that feed into the branding process—like your website, social media and logo—that broadcast your message, values and purpose.

Brand Elements

• Name – the word or words used to identify a company, product, service, or concept
• Logo – the visual trademark that identifies a brand
• Tagline or catchphrase – words or phrases associated to the brand
• Graphics – the “dynamic ribbon” is a trademarked part of Coca-Cola’s brand
• Shapes – the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands
• Colors – the instant recognition consumers have when they see colors associated to the brand
• Sounds – a unique tune or set of notes can denote a brand.
• Scents – the rose-jasmine-musk scent of Chanel No. 5 is trademarked
• Tastes – Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken
• Movements – Lamborghini has trademarked the upward motion of its car doors

Branding in Digital Marketing

Digital branding is how you design and build your brand online through websites, apps, social media, video and more. Digital branding consists of a combination of digital marketing and internet branding to develop a brand online.

• Logo
• Brand messaging
• Website
• SEO
• Social media
• Email Marketing
• Online advertising
• Content marketing
• Influencer marketing

Branding Template Guide

1. Mission, Vision and Value (MVV)
   • Your mission statement: What are you hoping to accomplish through the products or services you’re offering?
   • Your vision: What do you want to ultimately achieve?
   • Your key values: What do you stand for as a company?

 

2. Tone and Personality

• • Your brand’s tone of voice: Do you use slang in your communications with customers or stick to industry jargon?
  • Your brand personality guidelines: Are you a fun and friendly brand, or do you talk to your customers professionally?

 

3. Brand Elements

• • Your visual branding elements: Which logos, fonts & colors are you using on your website and marketing collateral?

Portfolio

Please submit the following:

1. Create a branding template
   • Create in Canva: Choose any from the “brand guidelines presentations”
   • Download as PDF.
   • Attach in the email.

Email Subject: DM – Portfolio 2

Examples

Use the arrow on the navigation bar to view the other pages of the portfolio samples.

Portfolio 2

 

Numbers 6:22-26

“The LORD bless you and keep you; the LORD make His face shine on you and be gracious to you; the LORD turn His face toward you and give you peace.”

 

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