Inbound Marketing Makin The /Phone Ring. Presented by: Joseph G. Scott, MAS VP Scott & Associates, Inc.

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1 Inbound Marketing Makin The /Phone Ring Presented by: Joseph G. Scott, MAS VP Scott & Associates, Inc.

2 What is Inbound Marketing? Prospects Leads Moving Leads Through The Sales Funnel Via Semi- Automation Opportunities Customers

3 We Can Only Handle A Few Opportunities They take up most of our time How can we increase our pipeline? Boom and Bust cycles How do we know when someone in the pipeline warrants our personal attention?

4 It s Really Like This

5 How Are You Marketing? Using Outlook, Gmail or Kerio Server groups Being restricted to s/24 hours Copy/Pasting a Word Document into an No Automatic Unsubscribe No Analytics (bounces, opens, clicks, unsubs, ) No Auto Link to Social Media Accounts

6 It Starts With An List How do we use lists? Send everyone the same thing every time The content does not get sent on a regular basis What happens? People get bored and unsubscribe Very few forward the content to others You learn nothing about your Leads The Leads don t move through the Sales Funnel The list declines in value

7 What You Will Learn CAN-SPAM Act of 2003 What's New (to you?) in Inbound Marketing? Tracking Web Activity & Proving Results Driving Traffic to Web and Social Media Increasing Your business w/ Marketing Selling Marketing Services

8 Radicati Group Study Business Users receive and average of 85 s/day 75 of them are legitimate 10 are spam (many more are caught by filters), which includes graymail unwanted newsletter subscriptions World-wide mobile accounts: 1.1 Billion World-wide desktop accounts: 3.1 Billion Source:

9 CAN-SPAM Act of 2003 Controlling the Assault of Non-Solicited Pornography And Marketing Act OK: send unsolicited, commercial Messages, if: Unsubscribe mechanism in all s Unsubscribe requests are honored within 10 days Unsubscribe list is only used for compliance records Accurate from line, i.e., Relevant subject lines that support the body copy Legitimate address of sender

10 CAN-SPAM Act of 2003 All 50 states, Guam, Puerto Rico, & US Virgin Islands have anti-spam laws CAN-SPAM Act: Privacy policies: Work with an attorney Audit & train employees on best practices Conduct regular audits assure compliance Source:

11 CAN-SPAM Act of 2003 (cont.) OK: send unsolicited, commercial Messages, if: ing existing customers Those who have inquired about product/service Considered relationship messages Misdemeanor to send with false header info From irs.gov when really from Preempts State anti-spam laws Follow the rules, check with your attorney

12 What's New (to you?) in Marketing? Automatic Unsubscribe Automatic Opt-In Analytics: Opens, Bounces, Unsubs, Clicks Clicks create Lists from Lists Integration with Social Media How to Track Increased Web Traffic

13 Some Services

14 Marketing Services

15 Tracking Web Activity & Proving Results Sign up for Mobile Marketing Sign up for twitter Sign up for Facebook Go to Featured Product Page

16 Inbound Marketing Services eloqua - $2,000 - $6,500/month Pardot - $1,000 - $3,600/month Hubspot - $800 2,400/month Marketo - $750 - $25,000/month Hatchbuck - $99 299/month

17 Featured Product Page

18 Web Traffic/Orders sent Tuesday, November 23, 2010 Traffic Visitors/day 68 orders 7 orders Sales Orders/day

19 Create Greater Relevance via Segmentation Lack of relevance is #1 reason for unsubscribes The more that your message speaks to the needs of the recipient, the better the response Take the folks who Click on a particular offer and make a sub-list

20

21

22 Segmenting Lists All of these folks clickedthrough to a particular product of interest on the site and are segmented into separate lists Note: 135 Clicks and 166 Click-throughs indicates multiple areas of interest

23 Segmenting Lists These folks clicked-through to look at Holiday Gift Ideas are segmented into a separate list. The will receive a separate Holiday Gift Idea .

24 Best Practices

25 Build Trust & Response Ask permission Set expectations at the point of opt-in Deliver on promise We ll be sending you one per month Make sure all of your links work Maintain your list: Clean up! Delete Bounces

26 Best Practices Privacy Policy Preference Center

27 Build Trust & Response Offer a Preference Center to allow them to manage their subscription unsubscribe & share, format Text or HTML, frequency Higher response rate, lower churn We will never give your information to anyone else, without your permission. + a link to your full policy on your web site

28 List Building & Maintenance Position yourself where your clients are Segment your list based upon interest Preferences stated at opt-in Create content that matches the recipient s preferences Clean up your list (Bounces & Unsubscribes)

29 Personalize

30 9 in 10 Have Unsubscribed According to a report from Exact Target and CoTweet Social Media Breakup 18% of users say they never open from companies 77% of all US online consumers say they have become more cautious in the past year about giving their addresses to companies.

31 Design for the Inbox Test sample messages small audience Company name in the From Add a great subject line use teaser HTML text and layout not images most are viewed in the preview pane place important content (offer) at the top for immediate viewing

32 Messaging & Campaign Design Use alt tags for all images, especially in the header describe the image Use obvious links for response Link to privacy policy and opt-out Remember: only 76% of s get delivered Source: Lyris HQ

33 Best Practices

34 Don t forget mobile devices Design for the small screen ComScore study shows Mobile up 36% in 11/12 and web down 6% Click here if you are viewing this on a mobile device Consider text messages, instead Get them to opt-in to text from the

35 Don t forget mobile devices

36 Deliverability Manage your online reputation Follow the laws and best practices Test for deliverability and spam filters ISPs watch the behavior of your recipients Online audit of all campaigns

37 Increasing Your Business w/ Marketing Get an account with an service Upload your client addresses Follow Best Practices Send your first with a really good special Segment your list Rinse & Repeat!

38 Selling Marketing Services Ask if your client uses marketing Sign up on their web site for s Find out which service (if any) they use Understand their objectives Offer to manage their marketing Bill for your time

39 Common Objectives-

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