Email Marketing & Social Media Marketing Masterclass - part 1 - Michael Leander 01-11-11 More information here www.michaelleander.com | www.michaelleander.me
Oct 30, 2014
Email Marketing & Social Media Marketing Masterclass
- part 1 -
Michael Leander 01-11-11
More information here www.michaelleander.com | www.michaelleander.me
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
6
Reality for most social
media (marketing)
activities
Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot
Fact 2: Email marketing is growing, but becoming increasingly difficult to handle
Fact 3: Gaining traction in social media is not what most people think it would be
What’s on the menu? Now Introduction – where are we at? 10:15-11:15
The 5 Step Plan to Better Community & Recipient Engagement
11:30-12:45
19 things you should be doing to aquire subscribers and get more fans – even on a shoe string budget
13:30- 14:30
11 powerful tips that anyone can do to increase social media results
15:00 15 things you can do to improve your email marketing results – from open rates to action conversions
16:30 Certificate ceremony
All times approximate
except certificate ceremony
Take the conversation further
• Connect here for a small experiment:
– www.Facebook.com/michaelleandernielsen
– www.Twitter.com/michaelleander
• Use these hashtags on Twitter
– #michaelleander and/or #rodirect
See RODIRECT pictures here
My experience and results using social media and email marketing
Web Social Email Recommendation
Picture economy
There is a huge difference between knowing the path and walking the path
I know best
My boss knows
best The agency
knows best
Introduction to fundamental marketing knowledge Let’s get rid of preconceived ideas and bad habits
Improve conversions – Emails
Messaging
Customer intelligence
Mass Communication
Demographic data
Customer history
Contact data
Personalized Communication
Segmented Communication
Transactional Communication
Customer transaction
Intention/ behaviour
Data source Integrated Web analytics
Web sales Mailing list/ database
CRM system Mailing list/ database
Customer value
Potential benefit = Tailored sales
Loyalty
Information
Relevant offers
Behavioral Communication
Potential benefit = Up-sales
Trigger based emails based
on transaction
Trigger emails
based on behavior
Newsletters & surveys
Lifecycle emails
Email campaigns/ offers
97% are here
Effective vs level of difficulty
Where should you
be and why?
Be consumer centric and media agnostic
See movie here
20
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 FREQUENCY RECENCY
S O C I A L N E T W O R K I N G
We are being overwhelmed by 100,000 words and
34g of information daily
The average time spent on a task before being distracted or switching
to another is only 3 minutes 11 seconds.
Unique, passionate, emotional, authentic, focused,
interactive, meaningful…
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?
Thin
Which problem are you solving?
The change in consumer’s absorption of multiple channels is signifanct
Social media
Email marketing
Blog, Website & Web TV
Analytics & tracking
TV & Radio
Priorities & Return on Time (ROT)
PPC Campaigns
Twitter Linkedin YouTube
Search engine marketing
10 Questions to ask 1. Where are my customers?
2. How do they their spend time?
3. What are my objectives?
4. What are my options?
5. Should I develop a SWOT for
each channel?
6. How much time can I spend?
7. What is the commitment
involved for each channel?
Short, long term.
8. What is my optimal mix?
9. How can I reuse or re-purpose
content from one channel to
another?
10. And 19 other questions
What is providing the highest ROMI?
Don’t believe other people’s surveys. Find studies relevant to your situation, your market, your region and your audience
VS.
Romy Ruth
ROT = Return on Time
Defining owned, paid & earned media
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
In your market, which percentage of prospects are buying now?
3% are buying now
6-7% are open to the idea
30% are not thinking about it
30% don’t think they are interested
30% are sure they are not interested
No sex on the first date !
Build relationships bearing the funnel in mind
• Align the buying process with
your sales process
• What is the Most Wanted
Response you want from visitors?
• Be detailed to ensure that all
steps in the funnel are optimized
What makes the top 2% so much better than the 98% ? First a question – and then let’s have a look...
SEXY? NON SEXY?
SEXY? NON SEXY?
Get busy checking the motor
• Focus on your target group
and its need
• Work actively with your content
• Align your sales process with
the presumed/documented
buying process
• Experiment to learn and improve
• ROMI must be central
• Use flowcharts. ALWAYS
• Online/offline in combination
• Offer/message first, then
copy, then ”creative”
• Test, test, test – if possible
• Differentiate your
messages
• Be creative to achieve results – not to win fancy awards or the
admiration of your peers and family
Do not leave anything
to chance
You have 100% to spend -> how would you prioritize [email marketing] ?
Message/offer Target group
Creative Deliverability
100%
40%
10%
40%
10%
Email is the
favorite
channel for
hearing
about sales
or other
promotions
More people join email lists than
become social network fans
Short vs. long term effect and impact on cash-flow in social media marketing
• 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
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: [email protected]
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