Marketing: simple strategies for success

Beth Kahlich Online Marketing Trainer and Consultant Dallas Search Engine Academy 2

Real marketingReal marketing Collecting ContactsCollecting Contacts What do you write about?What do you write about? Three Seconds to OpenThree Seconds to Open Measuring ResultsMeasuring Results Marketing Hot Topics Marketing Hot Topics agenda 3

at its core, marketing is about eliciting a physical and measureable RESPONSE 4 Is Marketing

1. Define an audience 2. run a campaign that targets those people it’s pretty simple 3. Elicit a physical, measurable response 5

when you’re really marketing… real marketing helps remove emotion and assumption from the decision-making process 6

if that doesn’t work, stop doing that. if this works, do more of this. when you’re really marketing… 7

a “NO” isn’t a failure, it’s great insight and data at very low cost when you’re really marketing… 8

© 2013 Lots of physical, measurable response Easy to brand with colors, logos, etc… 4x the ROI of direct mail* Helps to measure and monetize social media Authentic engagement with a one-to-many tool Highly visible, delivered right to the inbox! is hard to beat for real marketing value * Direct Marketing Association 9

flip the funnel traditional marketing find keep convert new marketing find keep convert “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe 10 This applies to ALL kinds of digital marketing!

how can you grow your list? at register with the check at end of the meal on registration forms will add more icons to match the text in the speaker notes…may make text more like “captions” and smaller 11

how can you grow your list? 12 You Are Spending Time Money and Effort to Drive People to Your Site Have a Call to Action that is lower friction and will help you build long-term relationships with your clients and potential clients You Are Spending Time Money and Effort to Drive People to Your Site Have a Call to Action that is lower friction and will help you build long-term relationships with your clients and potential clients

© 2013 what to write about – what you KNOW discounts + coupons downloads support a cause eventinvites hints + tips B2B services 13

© 2013 LESS IS MORE. FOCUS. Keep it short Keep it short Pictures are key, but keep them small Pictures are key, but keep them small Videos get clicked Videos get clicked how much is enough 14

© 2013 a picture is worth… 15

© 2013 repurpose and reuse 16

17 You Only Have 3 Seconds!

SUBJECT OR HEADLINE winning the battle of priorities [don’t do this] March Newsletter 18 [do this instead] Tomorrow: Need 3 Hammers – Can You Help? [don’t do this] Joe’s Pet Store Newsletter [do this instead] 3 Tips: help your dog beat the heat [don’t do this] Children’s Classes [do this instead] Limited Spaces available for Children’s Classes You Only Have 3 Seconds!

WHEN TO SEND & POST best day best time DO NOT BE ROMANCED BY A HIGH OPEN RATE – MEASURE ACTIONS! 19

Many – but not all may not see your imagesMany – but not all may not see your images text links get more clicks than buttonstext links get more clicks than buttons place your logo left or center in place your logo left or center in include company name in textinclude company name in text key action must be above scroll linekey action must be above scroll line do not give too many choicesdo not give too many choices make all images clickable (and with text labels)make all images clickable (and with text labels) test it on yourself! (and on your mobile device) test it on yourself! (and on your mobile device) PRACTICAL ADVICE 20

© 2013 Drip campaigns vs. auto responders Online Editing and HTML issues test, Test, TEST Opt-in list best practice Deliverability rates no service is 100% challenges with ultra-secure solutions (i.e. SpamArrest) **small percentage of your list DIFFERENT MARKETING TOOLS 21 ?

C HANGES AT G OOGLE 22 -Multiple opens will not be measured -Important to focus on -Clicks -Website Activities -Conversions -Images are Now Automatically Loaded – Better Experience for the Subscriber

MEASURE 23

make it easy and obvious One click awayOne click away Above the scroll lineAbove the scroll line Left or center, avoid rightLeft or center, avoid right Not just a graphic, include text link as wellNot just a graphic, include text link as well Not in a list of other optionsNot in a list of other options Make sure you measure responseMake sure you measure response 24

Mobile Friendly s - My Case Study goal: increase click-throughs tactic: use new mobile- friendly template used one-column format results: 7.5% to 14.6% increase in clicks goal: increase click-throughs tactic: use new mobile- friendly template used one-column format results: 7.5% to 14.6% increase in clicks

Follow Best Practices and Get the Most Out of Marketing