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5 Key Tools for Effective Digital Branding

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Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.

How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?

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5 Key Tools for Effective Digital Branding

  1. 1. brandingDIGITAL + Digital Branding Plan Webinar DIGITAL + branding • Digital Business Cards Webinar
  2. 2. DIGITAL + branding • Digital Business Cards Webinar! + # 2 What We’ll Cover Today • Increase Engagement • Improve Results Dramatically • Manage Groups • Close More, Close More Often • Step by Step Plan List building is only the first step. What you do next determines your success. Kim Stuart
  3. 3. DIGITAL + branding • Digital Business Cards Webinar! + # 3 A LITTLE SOMETHING ABOUT ME Some background info… WHO AM I? I’ve been online full time since ‘96 E-commerce. Affiliate Marketing. Research and analytics. WHAT DO I DO?
  4. 4. DIGITAL + branding • Digital Business Cards Webinar! + # 4 OUR TEAM Affiliate marketing, live streaming software 1999 - technology challenges HAZEL FRUITMAN Communications technology, large scale efficiencies at scale MICHAEL MALONEY
  5. 5. DIGITAL + branding • Digital Business Cards Webinar! + # 5 Big ideas take a little getting used to…
  6. 6. DIGITAL + branding • Digital Business Cards Webinar! + # 6 $610,000,000* - Sales Reported 1998 *not as impressive today as it was back then
  7. 7. DIGITAL + branding • Digital Business Cards Webinar! + # 7 OOPS! Timing Really Is EVERYTHING! A view from the WaybackMachine — Online furniture store, e-commerce FAIL! December 1998 Loyalty program, even back then!
  8. 8. DIGITAL + branding • Digital Business Cards Webinar! + # 8 THE TECHNOLOGY What Does 1994 Have in Common with Today? $
  9. 9. DIGITAL + branding • Digital Business Cards Webinar! + # 9 Little Ideas Can Take a Little Getting Used To… IMAGE Nearly 2/3 of US Adults Have Smartphones 19% of smartphone owners have fewer options for access than their smartphone or have no broadband at home. 7% have NEITHER option. Who Uses the Smartphone the Most? Smartphone owners of all kinds use their phone to help navigate numerous important life events; lower income and “smartphone-dependent” users are especially likely to use their phone for job and employment resources.
  10. 10. DIGITAL + branding • Digital Business Cards Webinar! + # 10 WHAT WE SAY ABOUT OUR PHONES A recent Pew Research survey (OCT-DEC 2014) of US smartphone owners provides some interesting data — especially when we look at the third circle. Couldn’t live without Not always needed 54% 46% Leash Freedom 30% 70% Annoying Helpful 7% 93%
  11. 11. DIGITAL + branding • Digital Business Cards Webinar! + # 11 HOW DO WE USE OUR DEVICES? 93% % Younger Users Avoid Getting Bored by Using Phones 56% & Learn About Community Events or Other Activities of Note Take a Class or Get Educational Content 30% ' 43% ( Look Up Information About a Job - 18% Actually Submit a Job Application
  12. 12. DIGITAL + branding • Digital Business Cards Webinar! + # 12
  13. 13. DIGITAL + branding • Digital Business Cards Webinar! + # 13 √ Communication Device √ Calendar √ Map √ Camera √ Much MORE =
  14. 14. DIGITAL + branding • Digital Business Cards Webinar! + # 14 SO, NOW WHAT? ?
  15. 15. DIGITAL + branding • Digital Business Cards Webinar! + # 15 THE NEXT BIG THING
  16. 16. DIGITAL + branding • Digital Business Cards Webinar! + # 16 MOBILE WALLETS WILL DOMINATE Everyone will make one. Everyone is already making one. They can’t afford not to make one. There are likely to be 2 or 3 truly dominant players but it’s still way too early to pick the winners and losers. Right now they need each other. A Lot. Your dog might be able to get in on this action, there will be so many varieties in the next 12 months.* *probably needs to be a somewhat clever dog
  17. 17. DIGITAL + branding • Digital Business Cards Webinar! + # 17 Increase Engagement 1. Get In Wallet 2. Communicate Effectively 3. Engage the User (this is important, we’re not done with it)
  18. 18. DIGITAL + branding • Digital Business Cards Webinar! + # 18 1. Create Your Template √ 2 Images √ 1 Line of Text
  19. 19. DIGITAL + branding • Digital Business Cards Webinar! + # 19 2. Pick a Color (OK, 2 Colors Actually)
  20. 20. DIGITAL + branding • Digital Business Cards Webinar! + # 20 3. Add Some More Text √ 2 lines - Description √ 2 lines - Additional Info Would You Like a Barcode?
  21. 21. DIGITAL + branding • Digital Business Cards Webinar! + # 21 GREAT, I MADE THE CARD. NOW WHAT? )
  22. 22. DIGITAL + branding • Digital Business Cards Webinar! + # 22 CARD IS INSTALLED INTO PHONE CARD INFO * + , - EMAIL Device owner opens up regular email via mobile; installs card. SMS Device owner clicks through URL via SMS; installs card. SCAN QR Passbook app is opened; built in scanner takes care of the rest.
  23. 23. DIGITAL + branding • Digital Business Cards Webinar! + # 23 RANDOM NUMBERS FACTS . / 19X 20X Hillshire Farms launched a new product line last year, using Passbook and iBeacons (yes, you can use iBeacons too if you like) in targeted retail locations across major metro areas. It was a smashing success. Coupled with a 36% increase in BRAND AWARENESS, the company determined that they were so impressed with the results that they extended the campaign to other product brands in their stable. Increased Purchase Intent Increased Interaction 0
  24. 24. DIGITAL + branding • Digital Business Cards Webinar! + # 24 Simple Ways to Increase Engagement 1. Update messages 2. Location notification 3. Deep linking 4. Strong CTA 5. Launch Apps
  25. 25. DIGITAL + branding • Digital Business Cards Webinar! + # 25 MANAGE GROUPS 1 ONLINE COURSE FUNNEL CONSULTING GROUP Much as you would with Facebook or Google, simply create Groups of users who receive the same card. Update the corresponding card when you have fresh content or information that you would like to quickly disperse.
  26. 26. DIGITAL + branding • Digital Business Cards Webinar! + # 26 Grouping Users Within Your Campaigns Makes It Easy to Manage Updates 1. No limit to groups. 2. No limit to users within groups. 3. Message groups independently.
  27. 27. DIGITAL + branding • Digital Business Cards Webinar! + # 27 INCREASE CONVERSIONS 2 3 4 DRIVE WEB TRAFFIC New blog post? Send the link. Social media update? Send the link. Event schedule change? Update the time on their card. LAUNCH RELATED APPS Prefer a phone call? Launch phone dialer with a finger tip. Want to make sure they know the event address? Launch Maps directly from the card. SEND TO SALES PAGE Add updated links to funnel promos to the card and link directly to your pay page, or your one- click upsell links in your cart software.
  28. 28. DIGITAL + branding • Digital Business Cards Webinar! + # 28 THE STEP BY STEP PLAN 1. Card Layout Remember - 2 images, simple is better. Phones are decent sized but even the iPhone 6 is NOT THAT BIG. 2. Short & Simple Message Use the card to engage and maintain interaction. Too many messages or messages that are too long to be understood quickly should be avoided in almost EVERY situation. Don’t use the upper lines of text if they don’t look good with your graphics.5
  29. 29. DIGITAL + branding • Digital Business Cards Webinar! + # 29 PLAN YOUR WORK; WORK YOUR PLAN 3. Additional Info Fields on Back This is where the REAL action happens. Be creative, think about the path you want the user to take. Launch Phone Dialer, Maps, try deep linking to fresh content or drip feeding content directly to the phone. 4. Update Regularly Just like traditional email or other funnel massages, if you don’t get in the habit of regular engagement and communications, your user base will forget about you. Boo. Keep an eye on your stats — too many deletions means that your spamming your users or maybe just sending them poorly thought out messages. 6
  30. 30. DIGITAL + branding • Digital Business Cards Webinar! + # 30 LAST BUT NOT LEAST REALLY IMPORTANT STEP Don’t forget to tell your clients, prospects, or other groups to INSTALL THE CARD. You should include a link to a card in EVERY piece of correspondence you are sending out — even if it’s just a link to an About Me (well, really it should be about YOU) card in your email signature. THAT’S RIGHT. EVERYTIME.
  31. 31. DIGITAL + branding • Digital Business Cards Webinar! + # 31 Sources Katie Couric/Bryant Gumbel - http://time.com/3687933/katie-couric-bryant-gumbel-internet-bmw/ amazon.com - 1998 Sales & Revenue Figures - http://www.ecommercetimes.com/story/420.html Smartphone Adoption Figures - http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ Hillshire Farms - https://mobilesavings.net/consumer-engagement
  32. 32. THANK YOU
  33. 33. DIGITAL + branding • Digital Business Cards Webinar! + # 33 MOBILESAVINGS.NET

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