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Part 3 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romania http://www.michaelleander.me
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Email Marketing & Social Media Marketing Masterclass
- part 3 -
Michael Leander 01-11-11
More information here www.michaelleander.com | www.michaelleander.me
2
”19” things you should be doing to acquire email
subscribers and get more fans – even on a shoe string
budget
Attract your audience
Innovate and disrupt, but do it right !
Innovate and disrupt
Landing page #1 Landing page #2
Which page generated most registrations?
Landing page #1 Landing page #2
Which page generated most registrations?
275 conversions 110 conversions
The conversion funnel for all your activities
What are we managing here?
11
Integrate appropriate
Call to Actions everywhere for social, for email, for ...
So what is appropriate?
Ask yourself
• When a person is at this place, what is that person most likely to want to do?
• How can I help the person achieve what the person is likely to want to do?
• Which alternatives can I offer the person?
• What do I need to do in order to get the person to where I want the person to go next?
(c) Michael Leander Nielsen, 2008
14
Earned media: What will make your audience talk about you?
See the movie here
Share experiences
http://www.facebook.com/pages/Bimby-Portugal/142614979110197?sk=wall
Quick results – B2B case study
+ 2 interview requests + 45 newsletter subscribers + 3 registered for event in Lisbon
Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/
Incentivize and
exclusivity
Gifting or engaging in a smart
way
Give people a choice
MWR 1
MWR 4
MWR 2
MWR 3
Trust
Trust
Are you using your main navigation to get visitors to do what you want them to do?
-> Link opens message in social network -> Default text to share -> Track # of shares -> Track # of conversions
Respond by sharing
• Example here
• Give your newsletter incentive in return for a share
• Let people register for contests in return for a share
• Use the Walk in The Park technique
Widgets, plugins and badges
Engage your website and blog
visitors > attract more Facebook
likes
Facebook social plugins:
http://developers.facebook.com/docs/plugi
ns/
Facebook badges:
http://www.facebook.com/badges/
Get fans to join via SMS/text
Perfect for ...
• Live events
• Advertisements in
TV, Radio, Outdoor
• Maybe even on your
Businesscard?
• Or at POS (Point of Sale?)
Think hard before you phrase your call to actions !
Advertise on in social media and social networks
Want to get a glimpse of Facebook advertisement
The journey starts off site – make it effective
Banner
The same goes for the copy in your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
Pharma marketing article is here http://ht.ly/1f3IoZ
Integrate call to actions on all pages
85%
15%
Which produced more sign-ups – the banner or the text link?
Text links very important
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]
Learn more about this topic
How?
• Exclusivity: allow access to certain customer groups only
• On Facebook implement application that will allow login only if person has customer number / password
• Use closed communities with manual selection on blog, on social networks
• Be creative and stay true to your customer loyalty management strategy