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eMarketing 101: gTons of Awesome Stats, and Slides on the Latest Ways to
Generate Customer Leads
Presented By: Heath [email protected]
In this Presentation:
• Social Media Marketing StatisticsSoc a ed a a et g Stat st cs• Definition of Social Media MarketingMonitoring• Free and Paid Monitoring ToolsFree and Paid Monitoring Tools• Facebook and Twitter Explanations• Social Media ROI Explanation and StatisticsSocial Media ROI Explanation and Statistics• Email Marketing Statistics• Build Your Email ListBuild Your Email List• Convert Leads to Customers• Email Marketing Tips• Email Marketing Tips
2
Why Is Social Media Important?: StatisticsStatistics
Photo Credit: kevindooley
Global I UInternet Users
Photo Credit: Jess3
Th bThe number of emails sent onof emails sent on the Internet in 2009the Internet in 2009.
Source: Jess3
500 Million Active Facebook Users500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit: Oversocialized
126 Million126 MillionThe number of blogs on the Internet.The number of blogs on the Internet.
Source: Jess3
10 Billion+ Tweets Sent on Twitter Since 2006Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable
2 Billion Videos Are Streamed Each Day On YouTube
Photo Credit: jonsson Source: Techcrunch
What Is Social Media Marketing?Media Marketing?
“Social Media Marketing: Enables Others to Advocate f Y B i Th h C lli C t t”for Your Business Through Compelling Content”
Image credit: Ian Sane
“S i l M di i Lik C kt il P t“Social Media is Like a Cocktail Party:Listen Then Respond”Listen Then Respond
Photo Credit: The Dana Files
“Links are the Currency ofLinks are the Currency of the Social Web”the Social Web
“Social Media Monitoring Collects Online Mentions for Measurement and Response”Mentions for Measurement and Response
Image Credit: Suchitra Prints
Free Social Media Monitoring ToolsFree Social Media Monitoring ToolsImage Credit: Hamed Saber
Paid Social Media Monitoring Tools g
Photo Credit aresauburn™
“Facebook is a social network that connectspeople personally and professionally throughprofessionally through connections, messages,
photos & videos ”photos, & videos.
Photo Credit: Marvin Kuo
Facebook Official Pages Let Businesses Interact with Customers and ProspectsInteract with Customers and Prospects
“Twitter is like a Text Message with aTwitter is like a Text Message with a BCC: To The World”
Photo Credit: ydhsu
Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.
Free Twitter Tools
Photo Credit: M i x y
Social Media Can Drive Leads and Customers
Photo Credit: PhotoDu.de
You Can Use Social Media forL d d S lLeads and Sales
Source: State of Inbound Marketing Report ‐ http://bit.ly/aewfHr
Social Media Can be Used for B2B and B2CB2B and B2C
Source: State of Inbound Marketing Report ‐ http://bit.ly/aewfHr
“Social Media + Lead Generation O t iti ROI”Opportunities = ROI”
Photo Credit: xJasonRogersx
Q i ?Questions?
Email Marketing 101
WHY AND HOW IT WORKS
g
WHY AND HOW IT WORKS
P R E S E N T E D B Y :D E W A Y N E D O D D
D E W A Y N E @ B P A A . C O M
Why Invest in Relationships?
Because When Nurtured They Multiply
Impact of TechnologyImpact of Technology
Email marketing changed the economics, making relationship
Retention Methods Cost per Thousand
Click-through Rate
Conversion Rate
Cost per Sale
marketing viable for small businesses
Thousand Rate Rate Sale
Email to in-house list $5 15% 3.7% $1
Direct mail to in-house list $761 N/A 3.9% $20
Why does Email Work?
Because people open email from businesses they know and trustand trust…
And Simply Delete Everything Else
Getting Started
It’s a 3-Step Process…….3 p
S B ildi Y LiStep 1: Building Your List
Step 2: Convert Leads to CustomersStep 2: Convert Leads to Customers
Step 3: Keep Customers Coming Backp p g
Step 1: Building Your List
Build Your List Where You Connect!
Service or Sales Calls
Networking Events and Meetings Trade Shows In Center Signup Website Signup
57% of consumers will fill out a card to receive email alerts when asked by a clerk a your center.
Bowler TRAC DatabaseSource: Transact Media Group
Gathering Your Contact’s Interests
• Add your own logo and message to subscribers.
• Use data collected to send your customers only what they want.
• Learn about your customers’ interests
• Collect names to personalize emails
• Determine your own interest categories and other data requiredrequired.
Step 2: Convert Leads to Customers
It Can Take Time…..
O it t k t h f l t On average, it takes 7 touches for a sale to occur
• Some buy right away
• Others research and try
• Some show interest but are not ready
Make every contact count!
Keep Customers Coming Back
The Value of a Customer
Y ’ l d id f h• You’ve already paid for themIt’s 6-7 times more expensive to gain a customerthan to retain one.
• They spend moreRepeat customers spend 67 percent more
• They are your referral engineThey are your referral engineAfter 10 purchases, a customer has alreadyreferred up to 7 people
Email Marketing Tips
STRATEGY AND TECHNIQUES
g p
STRATEGY AND TECHNIQUES
PERMISSION AND LIST BUILDING
Permission – What is it?
Types of Permission
E li it O t i f b it t f tExplicit: Opt in from your website or storefront
• “Join our mailing list”
• Single vs. Double Opt-Ing p
Implicit: Requests for information / registration forms, existing customer relationship
Note: Always make sure to ask for permission when collecting information
Be a Trusted Sender
Remind recipients why they are receiving an email from you at the Remind recipients why they are receiving an email from you at the beginning of each message
You are receiving Email Marketing Hints and Tips as a Constant Contact customer or because you subscribed on our website. To no longer receive our emails, click to unsubscribe
Include unsubscribe or one-click opt out line
g ,
Immediately handle unsubscibes (CAN-SPAM Act)
This email was sent to [email protected], by [email protected] unsubscribe click here. | Privacy Policy
Immediately handle unsubscibes (CAN SPAM Act)
Monitor your email frequencyMonitor your email frequency
Spam – What is it?
Spam or Unsolicited Commercial EmailSpam or Unsolicited Commercial Email(no relationship / no permission)
• List purchase CD ROMs• List purchase, CD-ROMs
• Directory Crawling
• Email appending
Don’t do it!Don’t do it!While it may seem tempting, it will have a negative impact on your business
What is a SPAM Complaint?
A l i t h h li t li k
• Alternate way to unsubscribe
A spam complaint happens when someone on your list clicks a button identifying your mail as unwanted
• Alternate way to unsubscribe
• No longer interested in your content
• Don’t recognize your name / brand
• Don’t remember subscribing
• By accident (while junking all the real spam)
Case Study: Girls Learn to Ride
List Size: 10,000Open Rate: 36%Location: National, based out of California
• Runs snowboarding, skateboarding, and other “extreme sports” clinics for young women across the countrycountry• Sends a monthly e-newsletter and announcements about upcoming events and specials
How Do They Grow Their List?
• “Join my email list” sign up box on Jo y g p bo owebsite
• Website Contests – give away b d ti k t t t t t t snowboards, tickets to concerts, etc to get
people to join
Bulk Email Services – Why Use One?
Make it Easyy
• Manage your database (subscriptions, bounces, unsubscribes)• Templates make creation of professional looking campaigns• Maximize delivery
Are Affordable
Maximize delivery
• Some start as low as $20 / month
Teach Best Practices
/• Fractions of pennies per email
l b b ld h h b b• Email best practices are build right into the service (unsubscribe, management, from address verification, and physical address appending)• Online education seminarsOnline education seminars
Bulk Email Service vs. Outlook
Standard Email ProgramsStandard Email Programs(e.g. Outlook, Hotmail)
• Limited # of emails sent at one time
• No formatting control
• List break up more susceptible to mail • List break up more susceptible to mail filters
• No cohesive branding
• No tracking and reporting of email results
Bulk Email Service vs. Outlook
Bulk Email marketing services Bulk Email marketing services automate best practices(e.g. Constant Contact, e-Bowl Biz)
• Provide easy to use templatesy p
• Reinforced brand identity
• Email addressed to recipient only• Email addressed to recipient only
• Manage Lists – adding new subscribers, handling bounce backs, removing unsubscribes
• Ensure mail delivery, tracks results and obeys the lawobeys the law
Email Marketing Tips
STRATEGY AND TECHNIQUES
g p
STRATEGY AND TECHNIQUES
FORMAT AND FREQUENCY
Determining Appropriate Format
NewslettersNewsletters
• Frequency: monthly / quarterly• Lots of educational content (typically non-promotional
Promotions
• Frequency: bi-weekly / monthly
Announcements
• Focus on promotion / limited content• 2,4,6 product promotions, coupons
Announcements
• Frequency: event-driven• Promotional or educational with targeted message
I it ti d t i l t• Invitations, new products, special events
Getting Email Opened
The “From” line
• Use a name the recipient will recognizeUse a name the recipient will recognize
• Include your center name or brand
Th l th b tt• The clearer the better
• The shorter the better
• Be Consistent60% of consumers say the “from” line most often determines whether they open an email or delete it
Source: DoubleClick
Getting Email Opened
Th “S bj t” liThe “Subject” line
• Keep it short and simple
• You have 3 seconds or less
• 30 – 40 characters including spaces (5-8 words)
• Incorporate a specific benefit
• Include your brand
• Capitalize and punctuate carefully
60% of consumers say the “from” line most often determines whether they open an email or delete it
Source: DoubleClick
The Don’t Dos
The words: free, guarantee, spam, credit card, etc.g p
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???p
Excessive use of “click here”
No “From:” address
Misleading subject lines
Email Marketing Tips
CREATING COMPELLING CONTENT
g p
CREATING COMPELLING CONTENT
Getting Email Read
The Email “Body”
• Provide relevant valuable information
• Be clear and consise
• Use appropriate graphics
• Use white space effectivelyp y
• Include “Call to Action: links
• Create sense of urgency• Create sense of urgency
• Capitalize and punctuate carefully
• Proofread
Evaluating Your Results
Why does email bounce?
• Email addresses are no longer validdd o o g d
• Servers are down
M ilb f ll• Mailboxes are full
• Email is blocked
Clean bad addresses out of your list!
Evaluating Your Results
What influences the open rate?
F / S bj li• From / Subject line
• Delivery day / time
• List overusage, age, or quality
Watch your trends over timeWatch your trends over time
Evaluating Your Results
Why did people click through?
• Call to Action• Call to Action
• Copy
• Offer
What were they interested in?What were they interested in?
Evaluating Your Results
High unsubscribe / opt-out rate
• Overcommunication
• Poor targeting
Constantly Refine Your Strategy
• Date sent & time of day
• From & Subject Lines
• Email Format
• Content quantity & qualityContent quantity & quality
• Calls to action
R i i f db k• Recipient feedback
Fine tune your communication strategy over time!y gy
Questions?
D O W N L O A D T H I S P R E S E N T A T I O N A T
Q
D O W N L O A D T H I S P R E S E N T A T I O N A T
W W W . B O W L E X P O . C O M / H A N D O U T S . A S P X