1. 13 ½ powerful ways to attract more customers using social media & email marketing Michael Leander 21-11-2011 More information here www.michaelleander.com | www.michaelleander.mewww.michaelleander.comwww.michaelleander.me

2. Email Marketing Audit Components 1.Email Marketing Purpose & Objectives 2.Email Marketing Content Concept 3.Email Marketing Value Proposition 4.Permission Marketing and Privacy 5.Frequency and channels 6.Profiling, segmentation and subscription center tactics 7.Subscriber acquisition conversion ecosystem 8.Messaging tactics including welcome flow 9.Design in templates and design consistencies 10.Response tactics / inbound marketing 11.Data management including bounce management procedures 12.Use of behavioral data 13.Email Marketing Service Provider alignment with objectives 14.Triggers & events + transactional emails. 15.Deliverability and ISP issues

3. Email is the default communication platform 294 billion email message per day (107 trillion/year) Social networks use email to communicate Email techniques required to do well in social media You control your email list – not your social network

4. Social media Email marketing Blog & Website Analytics & tracking TV & Radio Priorities & Return on Time (ROT) PPC Campaigns Facebook Twitter Linkedin YouTube

5. Let’s first deal with a few common preconceived ideas is dead

6. 6 Reality for many social media initiatives

7. You have 100% to spend -> how would you prioritize ? Message/offerTarget group CreativeDeliverability 100%

9. Email is the favorite channel for hearing about sales or other promotions

10. More people join email lists than become social network fans

11. I know best My boss knows best

12. Landing page #1 Landing page #2 Which page generated most registrations?

14. YOU

15. Your content concept Your value proposition Attract audience Engage audience Measure & react First 30 days Sign-up tactics Automate Social Media & Email Marketing Roadmap

16. 16 Consumers are exposed to 3.000 6.000 marketing messages every day Consumers are exposed to 3.000 6.000 marketing messages every day mobile marketing user generated content email marketing Enterprise 2.0 customer experience RSS feeds marketing web 2.0 permission marketing communities conversations TV COMMUNICATION OVERLOAD The Moment of truth push/pull web 3.0 Word of Mouth RELEVANCE F REQUENCY RECENCY S O C I A L N ETW O RK I N G

17. Short attention span, loads of intrusion - how do you cut through the clutter? Brain filter Do I know you? Do I need you? Can I trust you?

18. Consumers and business buyers are becoming more and more cautious Trust is critical

19. Your content concept describes What you offer What the benefits of your offering are Why your audience should engage Frequency, security, Trust Think like a publisher Your content concept describes What you offer What the benefits of your offering are Why your audience should engage Frequency, security, Trust Think like a publisher

20. Tips for a great content concept Be unique Be honest about what you can deliver Manage expectations – don’t overpromise Tips for a great content concept Be unique Be honest about what you can deliver Manage expectations – don’t overpromise

21. Content concept example goes here

22. Translate your content concept into your Value Proposition Next Translate your content concept into your Value Proposition

24. Summary of the content concept = ESP (Email Value Proposition) Bullet list of benefits gets attention Showing or linking to a sample works well

25. The man has gone to ”extremes” to explain the value ! Wonder why.... Go to this page and learn >> http://www.draytonbird.com/helpfulideashttp://www.draytonbird.com/helpfulideas Notice the headline

26. Vs. How much information should you ask from people?

27. A: Sign-up for Free Trial B: See Plans and Pricing Your buttons matter!

28. Where is the value proposition?

29. Version B First page Version B Second page Version A - One page

30. >> http://www.facebook.com/sonyericsson Interest - Desire Action required >> AIDA still works well <<

31. Authenticity Emotions Proof Community driven Curiosity

32. Step 1 Step 2 Step 1

33. Reveal page: Do something to get permission Reveal page: Do something to get permission Step 2 Result: 29% fill in the form

34. Attract your audience

35. Illustration of using all media channels to integrate email permission and social media acquisition

36. Questions to ask Where are my customers? How do they their spend time? What are my objectives? What are my options? Should I develop a SWOT for each channel? How much time can I spend? What is the commitment involved for each channel? Short, long term. What is my optimal mix? How can I repurpose content from one channel to another? And 19 other questions

37. Tip 1: Widgets, plugins and badges Engage your website and blog visitors > attract more Facebook likes Facebook social plugins: http://developers.facebook.com/docs/plugi ns/ http://developers.facebook.com/docs/plugi ns/ Facebook badges: http://www.facebook.com/badges/ http://www.facebook.com/badges/

38. Tip 2: Get fans to join via SMS/text Perfect for... Live events Advertisements in TV, Radio, Outdoor Maybe even on your Businesscard? Or at POS (Point of Sale?)

39. Think hard before you phrase your call to actions !

40. The journey starts off site – make it effective Banner

41. Consistent use of hero-shots Consistent use of images Banner Web site

42. The same goes for the copy in your social media messages About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leanderhttp://www.eadim.com/eadim2011/?ap_id=leander

43. Pharma marketing article is here http://ht.ly/1f3IoZhttp://ht.ly/1f3IoZ

44. MWR 1 MWR 4 MWR 2 MWR 3 Trust Trust

46. Are you using your main navigation to get visitors to do what you want them to do?

47. Integrate call to actions on all pages Which produced more sign-ups – the banner or the text link?

49. Advertise on in social media and social networks Want to get a glimpse of Facebook advertisement

50. The First 30 Days and Welcome Flow In email marketing The experience at the beginning of the relationship impacts the LENGTH (how long the average subscriber will stay with you) and the VALUE of the relationship

51. AcquisitionSign-upFirst newsletter Second newsletter3,4,5..... Increased interest – expectations created Sign-up First Contact First Newsletter Second newsletter The First 30 Days – What’s your flow? Push referral

53. 80% click on one or more of those links!

54. Educate your new subscriber – sequential auto responder welcoming program 54 Day 1 Day 3Day 5

55. Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com http://www.twitter.com/michaelleanderhttp://www.michaelleander.mehttp://www.michaelleander.com Email: leander@michaelleander.comleander@michaelleander.com Learn more about this topic