INCubator Marketing Session

Belwo: Outline of topics discussed 23 November 2021

• Intro: History of presenting to BHS INCubator & Marketing Internship Start Up

• What is Marketing?

• How has marketing changed since the pandemic

• Gary’s history in the web

• How young people are experts in this space

• Challenges each group is facing

• Gary’s observation of what challenges most teams seem to be having

• Star Wars concept pics and why they are important

• Resilient by Nature Bid

Below: Outline of topics discussed 22 November 2021

• What is marketing?

  • Audience building

• Who am I

  • I’m ancient- before Twitter, before YouTube, before the iPhone

  • Video - old websites

• How many are on social media?

  • How many of you are creators vs consumers?

• What’s different in social media and marketing right now vs the same time 2019?

  • More ecommerce

  • More frictionless digital experience

  • More ongoing and relevant communications

  • More authenticity

• Goal- anyone who wants a site, I’ll create it

  • Shared login

    • INCUbator@orbisdesign.com

• 4 Indispensable marketing tools

  • Google Docs

    • Content Outline

      • Hero

      • About

      • Products / Services

      • Blog · Articles · Stories

      • Testimonials

      • Who · Real Faces

      • Newsletter / Email Sign-up

      • Call To Action

    • Assets

  • Figma Graphic Design

    • Share account

      • incubator@orbisdesign.com
        letmeinrightnow

  • Squarespace

  • Our Phones

    • Photography

  • MailChimp

• Goal- anyone who wants a site, I’ll create it

  • Shared login

    • INCUbator@orbisdesign.com

• Content Design vs Web Design

  • What everyone still does: look at cool web designs and try to emulate them

  • What everyone should be doing: develop content, information, photography and videos that answer questions people have and then design the website around that delivery — make it easy to change that content.

• Facebook & Instagram Outage Recently

  • Don’t build your content on rented land

• The Creator Economy

  • Communicating regularly with content

• LinkedIN

• How many people journal? Write every day.

  • Journaling: everything captured is valuable, especially seeing the change

  • Social: Consuming vs Creating

  • Write a screenplay

• Leaning into audio

  • Testimonials

  • Podcast

  • Transcription

  • Mini videos / audio slideshows

• Everything should be a trailer to your website

• Gary will audio record each session

  • Piece together the best parts from each session

  • Create a final podcast

• FAST

  • How do we create content faster than ever imagined?

How has the pandemic changed marketing?

“When the coronavirus hit, digital transformation accelerated overnight. This, in turn, sent consumer expectations skyrocketing in terms of what companies could do for them with a more digital experience.”

“In both a B2C and B2B context. Consumers today expect that any experience will be frictionless, anticipatory, relevant, and connected. In other words, they are concerned only with getting what they want, when they want it. And they insist nothing gets in their way.”

“We must remember that marketing is often just the beginning of a relationship with the customer. … Marketing must be viewed in the context of the full end-to-end journey and, where possible, work to connect the dots.”

“Old truth: Relationships matter. New truth: Relationships are everything. … Trust will be built by and rewarded to those that listen to customer needs and then craft solutions to meet those needs.
—Harvard Business Review

“Businesses last year were forced to adopt ecommerce, and many of them—particularly SMBs—had never had a sophisticated platform for online sales before, often only using it as a secondary tool for their business.”

“One of the more curious developments to come out of the pandemic in terms of marketing was the increased desire from consumers to have a business relationship predominantly based on trust, as opposed to price or performance.”

”In order to build this trust, many businesses opted for content strategies that informed, educated, or reassured their customers.”

”57% of customers won’t recommend a business with a poorly designed website on mobile.”

”The pandemic turbo-charged digital marketing, with organizations having to rely on digital more than ever.”

— ImpactMyBiz.com

Links

• Harvard Business Review: 10 Truths About Marketing After the Pandemic

• ImpactMyBiz.com: 6 Trends That Show How the Pandemic Changed Marketing