Cattledog Publishing
Marketing on a
Small Budget
Nice to
meet you.
Scott Clanin
Owner & Director
clanincreative.com/workshops
Let’s get
started.
A Brand = Perception
A brand is not your logo.
It’s not your color palette.
It’s not your tagline.
It’s the gut feeling people have about your business.
It’s what they say about you when you’re not in the room.
It’s the Full Experience
Your brand is shaped by every interaction someone has with your business – online, in person, or even through word of mouth. That includes:
“People may forget what you said, but they won’t forget how you made them feel”
What Is a Brand Story?
Your brand story is how you communicate who you are, what you offer, and why it matters – in a way that emotionally connects with your audience.
It’s not just your origin story – it’s how you make people feel, what you stand for, and why they should choose you.
Key elements of a good brand story:
Facts tell. Stories SELL.
We sell running shoes
We opened in 2017
Our product is top-rated
Fact
Story
We help runners feel confident with expert shoe fitting
We opened our doors to create a local hub for runners
Our loyal customers trust us to recommend their perfect fit
Fact
Story
We use locally roasted beans
We’ve been rated 5 stars
We sell handmade candles
We’re fully licensed and insured
We’re a full-service HVAC company serving central Illinois
Every cup supports a Champaign roaster we’ve partnered with since day one
300+ homeowners have trusted us to treat their yard like it’s our own
Our candle are hand-poured in small batches using scents inspired by Midwest seasons
You can relax knowing your home is in experienced, certified hands
When your heat goes out at 2AM, you want someone you can count on. We’ve been keeping local families warm for 35 years.
Putting it all together.
It All Works Together
Brand Story
Brand Voice
It All Works Together
Brand Visuals
Customer Experience
Develop your brand identity: Logo
Keep it simple.
The simplest solution is often the most effective. Why? Because a simple logo helps meet most of the other requirements of iconic design.
Keep it relevant.
Logos need to be appropriate for the business it identifies.
Incorporate tradition.
Trends come and go like the wind. Make sure your design direction doesn’t look outdated within a year or two.
Develop your brand identity: Logo
Aim for distinction.
Begin by focusing on a design that is recognizable.
Commit to memory.
You want your viewers’ experience to be such that what you’ve designed is remembered the instant they see it the next time.
Focus on one thing.
Incorporate just one feature to help your design stand out.
Develop your brand identity: Fonts
Like brands, fonts have their own personality.
Serif Fonts
Basic typeface with extra details on the letters.
Times New Roman
Book Antiqua
Georgia
Reliable
Respectable
Dependable
Reputable
Conventional
Develop your brand identity: Fonts
Like brands, fonts have their own personality.
Sans Serif Fonts
Easy-to-read fonts with no extra details
Helvetica
Arial
Century Gothic
Clean
Simple
Contemporary
Futuristic
Straight Forward
Develop your brand identity: Colors
Stimulating
Vibrant
Passionate
Energetic
Enthusiastic
Fun
Friendly
Cheerful
Warm
Natural
Healthy
Peaceful
Trustworthy
Secure
Responsible
Calm
Loving
Feminine
Successful
Wise
Royal
Earthy
Simple
Dependable
Exclusive
Prestigious
Luxury
Pure
Clean
Practical
Integrating your brand
Your brand should be visible and reflected in everything that your customer sees
Office/business design
Stationary
Advertisements
Packaging
Website & Digital Accounts
Copy
Facebook & Instagram
Ad Types & Objectives
Ad Objectives
Before you choose which ad to create with Meta Ads Manager, first consider what your business goals are. Your ad objective is the outcome you and your business would find the most valuable. It’s important to know what you want to achieve before choosing an objective.
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Source: Meta
Ad Objective Choices
Below are the six ad objectives that can help you reach a specific business goal.
Source: Meta
Ad Objective
Your Business Goal
Awareness
Bring awareness to your business. This objective will help you reach the largest number of people who are most likely to remember your ad. Perfect for a new business or one that recently changed names.
Traffic
Increase traffic to an online destination of your choice. Send people to a destination like an online store, website, etc.
Ad Objective Choices
Source: Meta
Ad Objective
Your Business Goal
Engagement
Find the people most likely to engage with your business online, send a message or take desired actions on your ad or Page. For example, if you want people to start a conversation with you via Messenger, this can reach potential customers that are more likely to do so.
Leads
Collect leads for your business or brand via messages, phone calls or signups. For example, if you want potential customers to sign up for a monthly newsletter, leads can help you reach people who want to share their information and learn more about your business.
Ad Objective Choices
Source: Meta
Ad Objective
Your Business Goal
Sales
Find people likely to purchase your goods or services. If you want to reach people who are most likely to make a purchase through your online store, you can use the sales objective.
App Promotion
Get people on mobile devices to install or take a specific action with your app
ADS
What are boosted posts?
The boost post feature allows you to choose a post that’s already on your Page’s timeline, and promote it.
When should I use boosted posts?
Boosted posts can work in your favor in specific circumstances where you want to maximize visibility of a post that you’ve published on your timeline. Examples of this include: Announcing an event you have coming up, making big announcements, or sharing user-generated content you’ve reposted.
Boosted posts vs. ads
Choose your audience
Core Audiences
Select your audience manually based on characteristics like age and location
Custom Audiences
Upload your contact list to connect with your customers on Facebook
Lookalike Audiences
Use your customer information to find people similar to them on Facebook
Example
Budget Marketing Mediums
Budget Marketing Mediums
Digital
Content Creation
Customer Connections
Feedback and Improvement
Interactive Content
Guerrilla Tactics
Outreach
Loyalty and Retention
Below are a variety of categories for budget marketing. Remember, possibilities are endless!
Current Customer Marketing
Key Strategies for Success
Email Marketing
Segmentation
Personalized Campaigns
Word of Mouth Marketing
Referral Programs
Encouraging Customer Advocacy
Social Media Engagement
Building Communities
Storytelling
Potential Customer Marketing
Key Strategies for Success
Partnerships & Collaborations
Sharing Targeting Audiences
Leverage Other’s Networks
Search Engine Optimization
Relevant Search Terms
Strong Website Design
Community Engagement Events
Interactions with Attendees
Product Samples, Demos, Discounts
Google Business Profile is an easy-to-use tool for businesses and organizations to manage their online presence across Google. To help customers find your business, you can verify your business and edit your business information.
OVERVIEW
BENEFITS
Thank you for attending! What questions can I help answer?
Hope to see you at one of our next workshops! View our full schedule online at claincreative.com/workshops
Scott Clanin
scott@clanincreative.com
217-402-8077