emailjust do it!
THE stats ** it wouldn’t be a presentation without them, would it?
Attitudes to email are changing...
Fewer customers are deleting emails
without reading them...
59% in 201063% in 200873% in 2006
52% in 2012
92%of online adults use email
61
% on a daily basis
74%of online adults prefer to receive email over social media, direct mail text or phone calls...
89.2% Of marketing managers state email
remains a key element to their
marketing strategy
renewal campaign explanation
Perspective2.9 billion Accounts
0.02%
The number of Facebook & Twitter
messages sent combined in
comparison to emails sent*
* NOT including SPAM
In 2012More business leaders plan to increase
spending in email marketing than any other channel
charlieonce came third in a
CHARLIE CHAPLIN lookalike Competition!
chaplin
Buyers 2.0
OLD NOWvs.
Sales Holds The Power Customer Holds The Power
Sales Enter Process EarlySales Enter Process Late
Sales Answer ALL The Questions
Customers Find Most AnswersBuyer Research Difficult
Endless Research OptionsFluid Movement When Buying
Staged Movement Thru Buying
People change...
“Now I’m a LAMP”
more CHOICES
and MUCH LESS time...
ATTENTION
comes in SMALL quantities...
needs INSPIRAtION
& IMMEDIATE Satisfaction
ACTION
the TERMS
are NOT YOURSanymore...
we are ALL
in the FASHION business...
is invisible...
distractionALLremove
TO Know...
things
1. MARKETINGOwns the PIPELINE!
The success or failure of your business depends entirely on the quality and quantity of sales-ready leads you generate.
2. MARKETINGOwns INNOVATION!
“Marketing is a tightly integrated effort to discover, arouse, create and satisfy customer needs.”
3. MARKETINGOwns the INFORMATION!
“It’s often the most important part of the product, or the product itself. Your information has become one of the most important differentiator in competitive markets”
why?is it so hard for people to make email
campaigns happen?
varied systems
no specific campaign
no support/expertise
perceived technical ability
no strategy
no ownership
no measurement
no reward
no conversion plan
tech/marketingcross over
content
EVERYTH...
434%97%
more indexed pages
more indexed linksBlogs give sites: More pages + more links = bigger slice of the search results for your business.
“Fundamentally it’s not just about content. it’s about identity, relationships and content ”
Thought Leadership
blogswhite papers
podcasts
eBooks
infographics
guides
case studies
55%97%37%
Blogs on company sites result in 55% more visitors.
Companies with blogs get 97% more inbound links than others
37% of marketers say blogs are most valuable form of marketing
This is the primary factor behind 50% of buying decisions. Interesting content is the TOP 3 reason why people follow brands in social media.
IMPROVES Social Interaction
6 out of 10 Twitter or Facebook users are more likely to recommend a brand they follow.
70%60%
Compelling content drives successful social media campaigns - cited by 3 out of 4 marketers as a factor in closing sales.
Of consumers prefer “getting to know” a company via articles rather than ads.
Of consumers feel more positive about a company after reading custom content on its site.
INCREASE reach with blogs
INCREASED visibility WORD of Mouth
ARTICLESpresentations
22ways tocreate content
1. CURATE: list your favourite blog
posts
4. GUEST: Ask someone to you want to connect with
7. MEMORIES: Revise and revive old content
3. BRAIN STORMING: Ask your friends, off and
online
6. ASK: Speak to your database and
customers
8. INTERVIEW: Speak to your database and customers
9. REVIEW: Pick a product/service and review it
2. SUCCESS: Share your successes
5. MASH UP: “What Batman Can Teach You About Success”
12. BOOKS: Using popular book names or titles“50 Shades of Email”
11. CASE STUDIES: Things that work and
don’t for you
16. TV: Choose popular shows with your audience
15. COMICS: Super heroes make great article themes
17. TRENDS: Use Google trends it will boost your hits!
14. WATCH A PLAY: This is incredibly stimulating and better than watching a
movie!
13. MOVIES: Characters & stories trigger
ideas
10. CHALLENGES: Share your Challenges
18. CELEBRITY: Any one will do!
19. GET PERSONAL: Personal stories ALWAYS connect
21. RECYCLE: Take your old information and recycle them!
20. TAKE A WALK: This will restart your
brain!
22. STEREOTYPES: Deal with you industry stereotypes head on
We ASSUME too much...
i.e. Frankenstein was a nice guy trapped in a monsters body!
^Knowledge
Thought is the ENEMY of...
Action
THE CONFUSED MIND
ALWAYS SAYS...
“NO”
your prospects to be Better customers!
Educate
THIS IS NOTAbout
BLOWING yourTRUMPET!
REMovingthe BARRIERS...
9 steps to keeping it simple2. GRAB your contacts (EVERYTHING from EVERYWHERE)
4. FIND OUT what your customers biggest problems are5. WRITE OUT a lot of headlines and bullet points to solve it
3. DEFINE what your business wants to be known for (3 words)
6. ORGANISE them based on related products & services 7. OUTSOURCE your brief to a writer (you WON’T do it!)8. ADD & LINK your articles to your email & hit send!
1. GIVE one person SOLE ownership and time to complete the task
9. RECORD your results and improve on them next time
JV + Action
Value Trade + Traffic
start here...
your website must
1 capture data
2 create a position of expertise
3 create top of mind brand recognition
4 sell
your database must
1 be in a centralised location
2 captures from every media
3 segmented to drive relevance
4 communicate with purpose & value
your content must
1 be relevant
2 be valued & shareable
3 position your business as experts
4 provide emotion, experience & education
X50blog
site sales pagehome
Emai
l
content
awareness
interest
DESIRE
action
people thinking about
PROMOTED“business consultant” “driving instructor”
shared
“succession planning”“online betting”
“self-publishing” “custom printing”“online agency”
SEARCHED
“designer”
“new tyres”“grocery shopping”
“summer fashion”“nights out”
“getting fit”
“good diet”
“blu ray player”
“facebook”
clicked
sale pageweb sitepage
qualifiedlead
Choose Your Weapons...
website database email prcontent marketing seo / sem social mediajoint ventures
choose 3 AT MOST and...
BE EXCELLENT!
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