The system view• Put content out strategically• Use landing pages• Make the message match• “More” call to action• Test every element• Enable sharing• Personalize follow-up
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Put content out strategically
@ducttape #vrzsmb
Advertise the content• YouTube• LinkedIn• Slideshare• Facebook• Flickr
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Use landing pages for every choice
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Use landing pages for every choice• Unbounce• SiteTuners
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Landing pages work• One thing• Make it obvious• Call to action• Video• Test (more on that)• Make thank you pay
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Create a ‘get to more’ call to action• Friend or Follow• Capture less give more• @username• Need to know path
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Test every element• A/B Tests• Unbounce• Optimizely• Google WS Optimizer
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Enable sharing
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Personalize follow-up
@ducttape #vrzsmb
Personalize follow-up• Social CRM• Klout• Send Pepper (pURL)
@ducttape #vrzsmb
Small business email evolution• author of Duct Tape Marketing and The Referral Engine• Forbes favorite for marketing