How we can improve YOUR online marketing

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e-marketing

By greenmessage

The environmental communication specialists

Content• What is marketing

• E-Marketing

• Targeting

• Content

• How to read stats

• How to turn warm leads into sales

Marketing Strategy“The purpose of your marketing strategy should be to identify and then communicate the benefits of your business offering to your target market.”

Source :- Business Link

What is marketing?• Identifying what your target customer wants• Pulling not pushing• Identify your USP• Looking good – Branding• Use emotion

– Safety – healthy – environmental etc.• The step before a sale

Traditional Direct Mail• Last year the UK spent over 2 billion

pounds on traditional direct mailings

• A good direct mail campaign will get 1% open rate

• Therefore 99% was wasted!

• Imagine the energy and materials being wasted on each mailing and the lack of results

E-marketing

• The most – Powerful– Flexible– Cost effective– Measurable– Time driven

• Form of Marketing

Lets play the targeting game!

• A clean and healthy way of understanding the difference between marketing and target marketing

Targets• Use your database to target the message

• Use not only contacts but light touches!

• Collect business cards – goldfish bowl!

• Segment by marketing strategy

• When and what they want to see

Remember to update your database every month!

Legal requirements

• Permission Marketing

• Managed Unsubscribes

• Legal, Decent & Honest

• Advertising Standards Authority

• Data Protection Act

Market research• Use e-newsletters as your market

research

• Create product/service subjects

• Measure click throughs

• Establish what people look at

Content• Well thought-out with punchy words

• Relevant pictures

• Links to your own web site

• Spam words! - A must

• Platform checking! - A must

• Auto responders

• Triggers

150 words per article is great

Timing• Timing is everything

– Same time every time– Not Mondays or Fridays– 10.00 am to 4.00pm is ideal (Not lunchtime)

E – Newsletter stats

• The only marketing which is totally measurable

• Real time results

• The ability to create warm leads

• Salesman's dream!

Stats – the must have list

• Unique opens

• Links to your website and others

• Bounces

• Unsubscribe

• Forwards

• Triggers

• Auto downloads

What next• Reap what you sow

• Follow up calls they are warm now!

• Seek feedback

• Learn what people want to see

• Plan next e-newsletter well in advance

The follow up is so important as it is what seals the deals

Now what• E-marketing is the most powerful and cost

effective tool in your business growth plan

• Create a plan

• Work the plan

• Measure the outcome

• Review and improve

Now lets break

• Coming Up: Mark with the power of the internet and how to make it work for you