social and email marketing
DESCRIPTION
Effort to effect is the key to making social marketing work. Advice for highly effective email marketing campaignsTRANSCRIPT
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Goal & Overview
• Introductions• Guerilla’s get Results • Social networking• Email marketing
Leave here with actionable ideas and knowledge that willhelp you get your business noticed.
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A little about me …• Don Mennig
– Executive Director of Marketing at ASI
– 15+ years marketing experience
– Ran my own agency before joining ASI
Guerilla Results• Working with limited resources• Presence, awareness top of mind• Effort to effect (E2E)• How to fail with 200 leads• How to generate BUZZ!
Why all the buzz about social networks and B2B?
People buy from those they know, like & trust!
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A quick exercise…Using your best elevator pitch
sell a person near you (not in your company)
on what you do and why they should buy from you.
Now, instead of selling the person tell them something you are truly passionate about- Favorite vacation- Hobby you love- A little about your family
You’re about to give me a call …
Getting Results Rule• Don’t come on too strong• Get a sense for the people and the conversations• As soon as you know the ‘temperature’ DIVE IN!
“If you were a new burger at McDonald's, you'd be
McGorgeous...”
Getting Results Rule• Be social! 4 out of 5 posts should be social or
informational, NOT business, product or offer driven
“The thing we do best is really service our
customers ... blah, blah, blah.”
ROO Results• Join 3 sites & ‘X’ groups• Make ‘X’ contacts• Update ‘X’ times• Spend ‘X’ time• Establish goals
– New prospects - Social only offers - New customers
– % increase of sales from current ‘social’ customers
Killing Your Results Part 1• Everyone has a camera• Don’t drink and post• Know your history
– We can still be friends?
“It was just one game of beer pong … really!”
Killing Your Results Part 2• Social networking at work should be
scheduled. • Unless you’re actively networking with
someone, stop when you say you’re going to stop!
• Have fun at home !
“The next thing I knew half the day was gone ...”
Maximize your E2E – Effort to Effect
It Can Be Overwhelming
Facebook.com – Your Starting Point• Set up a personal and
business page– Set up your ‘lists’– Define who sees what
• Connect with family, friends, colleagues, clients & contacts
Working FB for B2B• Friend finder• Groups
– Share ideas and knowledge• What to post
– Human things – Relevant updates– New products & technologies– Specials & offers
• Timing is everything
Why LinkedIn?• Different tone and expectation than Facebook
– People join LinkedIn to advance their business and careers
– Referrals, introductions and prospecting are expected
– Research, research, research
LinkedIn.com• Two areas to focus …
– Re-enforce/ validate professional capabilities within your current network
– Find new business connections and prospects
Getting Started With LinkedIn• Upload your photo,
work experience & education
– Takes time but makes linking easier
• Vanity URL• Request ‘links’
– Upload contacts – Link to suppliers
• Ask people to recommend you
Maximize LinkedIn• Use mail feature
– 30% open rate• Join Groups
– Set to Digest mode • Read/Post status updates• SlideShare
Twitter.com – What Exactly is It?• Life in bullet form
– Sharing of status and things you find of interest in 140 characters or less
– Great way to reach forward thinking sales and marketing professionals
Twitter & B2B• Monitor customers, friends and your
brand• Customer service• Announce sales and news
– Caveat: if all you do with Twitter is announce sales and offers you’ll be wasting your time
• Share & find useful information • Least effective opportunity – good
upside
How Twitter Works• This email note:
– “I read this incredibly informative email metrics report that I think you’d enjoy. We used the information and increased our open rates by 5 points. You can find it at http://www.lyris.com/media2/pdf/datasheets/statistics-and-metrics.pdf”
• Becomes a tweet to ‘x’ followers: – “Great #EmailMetrics info http://bit.ly/clhPUX
Improved our open rates by 5%”
Getting Started On Twitter• Use a brand driven or personal name• Recognizable image (photo or logo)• Create a good background (company)• Start collecting twitter names and follow them
– If you tweet in the woods and no-one’s there …• ‘Tweet’ things of interest• Search for your brand
Followers• Follow people who follow you
– Follow people you want to connect with– RT the folks you follow
• @don_mennig, @mashable• ASI members
Tweeterverse• “hash” tags (#ASISHOW)
– Enables searching for common terms• @buzzbeat
– Replies that the world can see• RT
– Identifies you’re not the original sender
Make It Easy
ASI Members With Social Buzz IRL• Facebook: Charley Johnson – First 10 customers that
find him at the show win cash, prizes and more.
• LinkedIn: Ernest > Don > David > Fred
• Twitter: Jennifer Brown– Single order in 2008, no reorders, stonewalled at the gate– Followed all her clients, RT’d their tweets– June 2009 got orders for $5k, $4k & working on $2k
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Generate Buzz with Email
• BUZZ = Dirt Cheap• BUZZ = Easy• BUZZ = High E2E!
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Buzz = Compelling Content• Have a reason for emailing
– Clearly state ‘What’s in it for Betty!”– Make sure it is compelling
BUZZ = Compelling
Content(WIIFB)
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Email Design That Gets Results• Body copy/ Design
– Keep vital information and offers above the ‘fold’• Like a newspaper story your first paragraph should
include all vital information• In general, shorter is better
– Use relevant images – photography is best– Flash, audio, .exe etc… are all stripped out by
email servers• Animated .jpgs work• ‘Fake’ video works
– 64% on mobile devices (text left, image right)
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Email Design That Gets Results• Personalize your email subject & body copy
– First name, company name, industry• Give them one thing to do (if you’re trying to
land sales/ leads)– 530 pixels wide– Put offers at the top, as links in the copy, and at the
bottom. – Make sure your offer is close to the
strongest visual image on the email• The more the merrier?• Think PONG
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• Subject lines– 50/35 characters? 3 words? Subject line = email?
• Personalization backlash?– First names must also be included in body copy
• Improve open rates by 5%• Not included in body copy decreases by 8%!
– The sender relationship is key• Spam
• “Don, ASI announces enhancements to ESP Online”
– Avoid other terms you see in SPAM: discount, ALL CAPS, !, (Free)
Don’t Kill Your Results
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Tracking Your Results• What to track
– Open rates (Successful sends / unique opens)– CTR (unique opens / unique clicks)
• Soft leads– Conversions (unique clicks / action)
• Hard leads– Delivery/ bounce/ SPAM complaints
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Testing For Results• A/B splits
– What should you test?• Subject lines• Sender (From)• Content• Offers• Day of week/ hour• Landing pages
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Sending For Best Results• Best days/ times to send
– It depends …– Monday = highest open and clicks
• Sunday = high open but low clicks– Only 3% of all email traffic
• Friday has lowest metrics– Test your audience
• You’ll know in 96 hours how well your email has done! – Typically we can predict the total number of leads an
email will provide within one hour of its drop
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Display your email somewhere other than your customers’ inboxes
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Amplify Your Results
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Q&AI suspect we don’t have much time left so …
• Friend me on Facebook: Don Mennig• Link to me on LinkedIn: Don Mennig
– (presentation will be on SlideShare)• Follow me on Twitter: Don_Mennig