Recharge Your Online Marketing

What Will We Cover?

• Email Marketing• Blogging• Podcasting• Social Networking Tools

> Most people have 3.1 email accounts

> Average open rate: Ranges 20-35%

> Average click-thru rate: Ranges 2-6%

Chart Source: Campaign Monitor Jan 2007

Reality Check

Q: How do people read email?

A: They don’t.

People scan email.

> Scanners spend less than one minute reading an email newsletter

> Only 19% read an entire newsletter

> 67% skip the intro

Q: How do we get people to read, or at least scan, our email?A: It’s about improving the odds.

1. Priority one: subject line• Make the reader think they’re missing out if they don’t read your email• DON’T MISS THIS TIP! Superlatives and exclamation points get you nowhere• Subject line and “from” line should work together• You’ve got 50 characters - say the important stuff first• Have a stranger write it• Borrow, steal, flatter

2. Write for how people read; er, scan• Short blocks of text • Meaningful headings & sub-headings• Edit, edit, edit• Put an index at the top of long emails• Highlight key phrases, bold headlines and hotlink embedded content (web links, links to more information on your site; etc)• Those fancy HTML newsletters… Not so important

3. Hold their attention: good content• What is your unique expertise? • Highlight your organization’s people• Tell stories• Play off big news stories• Follow up - complete circles of information• If you don’t have any thing interesting to say … Skip it.

4. List building ideas that work• Create a fun quiz, ask for email and zip • Signup links EVERYWHERE• Partner with co-sponsors on list building• Permission and opt-in

•Handout – 63 List Building Ideas

Email Marketing Vendor Types

• Pay per Email• Pay for Number of Subscribers Monthly

The Power of Blogs• A frequent, chronological publication of

personal thoughts and Web links.

• A blog is often a mixture of what is happening in a person's life and what is happening on the Web, a kind of hybrid diary/guide site, although there are as many unique types of blogs as there are people.

What Should be on a Blog?

• Tell a your story.• Tell customer stories.• Have someone on the staff or board write

a “how to” entry for the blog• Links to great information you have read

online.• Updates on your

company/products/services

• Blogs add a personal connection to your site.

• Don’t be afraid to start one. It can become a direct communication with your constituents.

• Keep in mind that a blog needs new stories or information that will build readership to your site.

• Stick with it and enjoy the experience.

Hosted vs. Self-Hosted Blogs

• Hosted Blogs are stored on another companies server and use their system for posting. It is the vendors responsibility to host and update the software.

• Can typically be setup by most tech savvy people.

• Self-Hosted Blogs are a software program that you store on your web server. It is your responsibility to host and update the software.

• Usually requires the support of a web professional.

Open Source vs. Commercial Blog

Software• Open Source Software is created by a

community of developers and typically available for free or a donation. No one to call for support. Must ask the community for help.

• Commercial Software is created by a company and supported by that company. Support is available through email or telephone. Service or software costs money.

Top Vendors• Hosted Blogs

• Typepad (Commercial Hosted Software - Monthly Fee)

• Wordpress.com (Based on Open Source, Hosted Software with additional charges for more disk space and customized domain)

• Blogger (Free Hosted Software from Google)

Top Vendors• Self-Hosted Blogs

• Movable Type (Commercial Software)

• Wordpress.org (Open Source)• Blogger also offers a version where

the files are hosted on your server, but still requires the Blogger Hosting to fully work.

PodcastingWhat is Podcasting?

The delivery of audio or video content online or to digital devices for later listening.

Video Podcasting is becoming increasingly more popular than Audio Podcasting

Why should I use Podcasting?

• You’re your customers/clients can see and get to know those at your organization. Creates a personal connection.

• Sometimes it is easier and takes less time to just talk instead of writing.

• Adapting to our TV and Radio Culture

What do I need to Audio Podcast?

• Microphone• Computer• Conference Line that can be Digitally Recorded

for interviews• Audio Editing Software and MP3 Encoder

• Audacity for Mac or PC (Free, Open Source)• Garage Band for Mac

• Quiet Place

What do I need to Video Podcast?

• Webcam or Camera that can be hooked up to Computer – Flip Camera is only $150

• Microphone• Computer• Video Editing Software

• Camtasia Studio for PC• iMovie for Mac• Windows Movie Maker for PC

• Quiet Place with Pleasing Backdrop

Tips for Podcasting• Don't take more than 10 minutes

• Keep things interesting and entertaining

• Keep it geared towards your audience

Cool Stuff You Should Check Out

•StumbleUpon

•MySpace/Facebook

•Squidoo

•LinkedIn

•Google Reader

•SurveyMonkey/Wufoo

•Flickr

•Twitter

Review of Handouts• Copy of the Presentation• Tips for Writing Emails• Who can I send Email to?• 63 Email List Building Ideas• 9 Ways to find great post ideas for your

Blog

Q&A

Have any additional questions?

John Herman(614) 448-5140Email: jherman@succeedingsteps.com

Thanks for coming!