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Addressing Problems and Building Brand for Envato Market

This article discusses the challenges faced by Envato Market, such as lack of awareness, unclear messaging, and strong competition. It proposes actions to improve external communications and branding strategies, including hiring a PR/comms manager, creating a content roadmap, and rethinking the website design. The article also emphasizes the importance of differentiating content and social media channels to reach various audiences.

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Addressing Problems and Building Brand for Envato Market

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  1. External Comms &Brand BuildingFY15

  2. The (Big) Problems to Address in FY15 • Few people in tech and business circles have heard about us • We don’t know how to describe our business to people who don’t work on the web • We don’t share our story anywhere on Envato Market • Competitors like Creative Market are using a strong brand to steal our customers and authors • There is internal confusion around content/social differentiation between Envato, Envato Market & Tuts+

  3. Why Brand/Comms/PR Matters Direct Traffic Data Source: GA, Oct-Dec 2014

  4. Problem 1: Few People in Business/Tech Circles Have Heard about Us or Care Problem 2: We Don’t Know How to Explain Our Business to People Who Don’t Work on the Web

  5. Enter PR “Public relations is a form of marketing where I utilize my writing and communication skills to make the public understand my company’s product or technology. It is my job to spread the word about the product or technology in a positive way to keep customers coming back again and again.” - PerekettPRsuasion.com

  6. PR / External Comms Actions for FY15 Hire a PR/comms manager Create and launch a (new) external comms strategy Build a list of 20 strong media contacts Define how to integrate video into more comms Create a (new) content roadmap for Inside.Envato.com

  7. Problem 3: We don’t share our story anywhere on Envato Market Problem 4: Competitors like Creative Market are using a strong brand to steal our customers

  8. Brand Actions for FY15 Define mission statement for Envato Market Rethink/redesign Market.Envato.com Rethink/update top nav bar on marketplaces Reflect mission on sign up/in flows Integrate (more) video into Envato Market comms Investigate opportunities for a customer wall Investigate workshop opportunities for Envato brand Investigate opportunities for Envato.com

  9. Problem 5: We don’t know how to differentiate our content and social media channels

  10. CONTENT/SOCIAL PURPOSE Tell our Story to a Technical Audience Tell our Story to a non-Technical Audience “Landing Page Design Trends” “20 Examples of Animated Logos” “Step by Step: How to Create an iPhone App (with Pictures)” “Don’t Forget These 5 Things before You Launch a WordPress Website” “Muhammad has earned enough income with Envato to build a house for his family in Pakistan” “Envato’s Online Community Breaks New Records in 2014” “7 Pieces of Startup Advice from Envato co-founder Collis Ta’eed”

  11. Tell our Story to a Technical Audience Tell our Story to a non-Technical Audience Reflect Envato Brand: We’re thought leaders in the creative space and we celebrate people Reflect Envato Market Mission: Build Better Projects Faster, Supported by the World’s Best Creative Community CHANNELS Inside.Envato.com Twitter.com/Envato Facebook.com/Envato Instagram.com/Envato YouTube.com/Envato GooglePlus/Envato Linkedin.com/Envato CHANNELS MarketBlog.Envato.com Twitter.com/EnvatoMarket Facebook.com/EnvatoMarket

  12. CONTENT/SOCIAL PURPOSE Help a Specialized Technical Audience Improve their Skills in Depth - INDEPENDENTLY Tell our Story to a GeneralTechnical Audience Tell our Story to a non-Technical Audience “Muhammad has earned enough income with Envato to build a house for his family in Pakistan” “Envato’s Online Community Breaks New Records in 2014” “7 Pieces of Startup Advice from Envato co-founder Collis Ta’eed” “Landing Page Design Trends” “20 Examples of Animated Logos” “Step by Step: How to Create an iPhone App (with Pictures)” “Don’t Forget These 5 Things before You Launch a WordPress Website” “Create a Collection of CSS3 Animated Pre-loaders” “All You Ever Need to Know about Sass Interpolation” “6 Creative Ways to Shoot Portraits in a Tunnel” “5 Guidelines for Designing Better Icons”

  13. Next Steps

  14. Next Steps – Who Does What

  15. Notable Next Steps Hire a PR & Comms Manager Content plan for Inside.Envato Envato social accounts transition Define the best audience for media comms plans • US or Australia? • Biz, Tech, Startup, Students, Creative? Update Market.Envato

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