Building community at Rodirect 11

Email Marketing & Social Media Marketing Masterclass

- part 2 -

Michael Leander 01-11-11

More information here www.michaelleander.com | www.michaelleander.me

The 5 Step Plan to Better Community and

Recipient Engagement

Email and social media

THE MORE CONTENT YOU HAVE

THE MORE USERS YOU WILL GET.

THE MORE USERS YOU HAVE

THE MORE CONTENT YOU WILL GET.

THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL GET.

THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.

Golden Rules of Engagement

Rule # 1: Be patient

4

Get critical mass & exponential growth

0

5

10

15

20

25

Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

GROWTH IN SUBSCRIBERS

Check the community – click here

Your content concept

Your value proposition

Attract audience

Engage audience

Measure & react

First 30 days

Sign-up tactics

Automate

Social Media & Email Marketing Roadmap

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?

Consumers and business buyers are becoming more and more cautious

Trust is critical

See the movie here

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

Tips for a great content concept

Be unique Be honest about what you

can deliver Manage expectations –

don’t overpromise

Unique, passionate, emotional, authentic, focused,

interactive, meaningful…

Learn about your audience before you develop your content concept

• Who/where are they?

• What are their interests?

• What are their problems?

• What sort of bandwidth connection?

• What else do they like?

Let’ see an example next...

Although I am banner blind, This add caught my attention

It says: Mindshare is looking for more friends” Click here

Case study with a great content concept -> long term build up

The click took me to this Facebook page

About us Tools

Inspiration

Seriously valuable to marketing professionals

<------ Integrating different

channels - > mobile media information

<------ Offer to send (postal)

media information -> capturing leads

The conventional approach • Add value • Participate in the conversation • Don’t spam • Don’t talk too much about yourself • Beware of frequency of offers vs. value adding info

95% of all businesses fail with the conventional approach

An unconventional approach can work too

It’s all in the mind box

Your turn to shine ! 5 minute excercise Describe your content concept

Next

Translate your content concept into your Value Proposition

Summary of the content concept = ESP

(Email Value Proposition)

Bullet list of benefits

gets attention

Showing or linking to a sample works well

The man has gone to ”extremes” to

explain the value ! Wonder why....

Go to this page and learn >> http://www.draytonbird.com/helpfulideas

Notice the headline

Vs.

How much information should you ask from people?

A: Sign-up for Free Trial

B: See Plans and Pricing

Your buttons matter!

Where is the value

proposition?

Version B First page

Version B Second page

Version A - One page

Version A’s one-page form boosted sign-ups from total traffic 51% and sign-ups from PPC traffic 113%.

>> http://www.facebook.com/sonyericsson

Interest - Desire

Action required

>> AIDA still works well <<

• Authenticity

• Emotions

• Proof

• Community driven

• Curiosity

Reveal page: Do something

to get permission

Result: 29% fill in the form

What about other types of social media? Do you know a content concept for those marketing channels too?

You need a content concept for YouTube too

See the movie here

The Blendtec story is an amazing story of how experimenting on a low budget turned into a huge success, which in turn generated significant revenue

And for Twitter

And for your blog

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 Email: leander@michaelleander.com

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