marketing strategy

Transcription

1 expanding your list, increasing deliverability, and the art of segmentation

2 table of contents the impact of marketing...2 expanding your recipient list...3 increasing your deliverability...5 the art of list segmentation...7 inbound marketing integration...8 conclusion...9 how we can help...10 about media junction

3 the impact of marketing marketing will always have a presence in digital communication. Although some may feel that marketing has passed its prime, recent industry predictions indicate otherwise. Forrester Research forecasts that investment in marketing will grow to reach nearly $2 billion in With spending on marketing on the rise, it is now more important than ever for your business to carry out successful marketing campaigns. investment in marketing will grow to reach nearly $2 billion in media junction recognizes the importance of marketing as part of your business inbound marketing strategy. We focus on persona-based segmentation of your customers and prospects such that we are able to design effective, targeted marketing campaigns. 1 US Interactive Marketing Forecast By Industry 2011 to 2016, Forrester Research

4 marketing strategy expanding your recipient list quality over quantity It s not the number of s you send out that matters; it s the quality of your recipient list. Maintaining an list is an ongoing process that requires strategy and focus. If you send 100,000 s to the wrong people prospects who aren t ready to do business then you will see no return on your investment. If you send 100,000 s to the wrong people you will see no return on your investment effectively expanding your list is about technique: rovide valuable and relevant inforp mation through inbound marketing log regularly with engaging, SEOB optimized content to advertise in your s o-host marketing events with C non-competitors and draw from each other s lists

5 expanding your recipient list (cont.) keep it white-hat Avoid buying third-party lists as a means of building your own. There are inherent risks with acquiring customer data this way: s being blacklisted or marked as spam, a general lack of engagement from prospects who didn t sign up, and a weakening of your overall inbound marketing strategy. reduce unsubscribes Expand your list by reducing the number of people who unsubscribe. People often unsubscribe from lists if they are receiving too many s or if the content is not relevant. Offer fewer or more targeted s when a customer attempts to unsubscribe. Conduct occasional frequency surveys and focus on segmenting your list for more effective targeting.

6 increasing your deliverability marketing strategy a few simple guidelines to help maximize deliverability make no assumptions Hitting the send button doesn t guarantee your will reach its destination. Inevitably, your marketing efforts will sometimes fall on deaf ears; s will be rejected by spam filters, blocked by firewalls, or simply not reach their intended target for any number of reasons. prime your IP address People who intentionally send spam s generally do so by sending mass amounts of from a single IP and then switching to another before the IP is blacklisted. Slowly build up the amount of s you are sending out rather than immediately inundating your list members with s right off the bat. If you send too many s too fast, it may be interpreted as spammer activities and your IP may be blacklisted. keep lists clean In approximately 83% of cases, nondelivery is the result of a poor sender reputation, as defined by your Sender Score. 2 Sender Score is a free sender reputation assessment tool for determining your sender rating. Similarly to a credit score, Sender Scores change over time, and must be reassessed accordingly. 2 Return Path Reputation and Complaints Guide 09/2012, Return Path

7 increasing your deliverability (cont.) assess the quality of your list Do all recipients on your list have a prior relationship with your business? If not, go ahead and remove them, they are likely to mark your s as spam and damage your sender reputation. Do you have an unsubscribe list? For legal reasons, recipients must have the choice to permanently opt-out of your s. Was any portion of your list acquired from a third-party? Purchasing lists from third-party providers greatly increases your chances of your s being earmarked as spam. Are your recipients expecting s from you? Expectant recipients are much more likely to engage than people who are caught off guard. Have you ed these contacts within the last 12 months? Contacts who haven t heard from you in a while are much more likely to be surprised or annoyed by your s and mark them as spam. To summarize: Maintain a clean list, regularly assess the viability of your contacts, and slowly build up your sending rates to maximize the deliverability of your s.

8 the art of list segmentation marketing strategy stay relevant Relevancy is essential for the success of your marketing campaigns. Segmenting your list into groups based on common characteristics is an effective technique for offering the right content to the right people. Users may be segmented based on any number of characteristics: geographic location Consider how the customer s physical location influences his/her buying decision Examples: invitations to special events, area-specific sales events, local customers industry / role (B2B) Consider the individual s role in a company and how it affects their goals/concerns Examples: CEO, marketer, IT professionals interest-based Consider how users have been influenced by past conversion events Examples: CEO, marketer, IT professionals behavior-based Consider where the prospect is at in the sales funnel Examples: top of the funnel prospects will be more engaged by low-commitment offers brand advocate segmentation Consider individuals who advocate for your brand Examples: thank you s & feedback requests for customers who recommend your company offers As you experiment with segmentation, you will find what works best or what makes the most sense for your business. You will also learn more about your user personas and as a result have improved overall inbound marketing insight.

9 inbound marketing integration marketing integration marketing campaigns should be designed to seamlessly integrate with your other inbound marketing channels. It can be incorporated into social media, search engine optimization, and your users mobile experience. social media integration Add social media sharing buttons to your campaign s Use ideas from social media insights to create your content Incorporate calls-to-action on your social media pages encouraging fans and followers to subscribe to your list search engine optimization Host HTML versions of your s that are indexable by search engines Use relevant keywords in your s and their HTML counterparts Include alt-text with any images mobile device compatibility Test templates on a variety of devices Create call-to-action buttons and links that are easily clickable on mobile devices Offer both plain text and HTML versions of your s integrated analytics Integrated analytic software such as HubSpot allows you to track user behavior on your website and identify patterns in site traffic. Integrated analytics help with marketing by allowing for user segmentation based on the site behavior of your prospects.

10 conclusion marketing is an essential component for any inbound marketing strategy. Segmenting your list into groups based on common characteristics will enable your marketing to be more targeted and ensure that your audience receives your message. Actively work to maintain a quality list and focus on high deliverability for an optimal return on your investment. marketing is not meant to act as a standalone; it should be integrated into your overall inbound marketing strategy where effective. Stick to best practices, and marketing will be invaluable for lead generation.

11 how we can help media junction offers our clients complete marketing support as part of their inbound marketing strategy. Our inbound marketing experts will help you design marketing campaigns in accordance with industry best practices to help you achieve the greatest possible return on your investment. We will manage your campaigns as much or as little as you would like, depending on the specific needs of your business. Our in-house designers will create custom templates that integrate with your company s branding standards and appeal to your target personas. We will use integrated analytics to help identify opportunities for user segmentation to facilitate targeted campaigns. I ve NEVER seen such innovative design techniques as what the folks at media junction were able to pull off Nick Salvatoriello, HubSpot meet our inbound marketing team Anthony Cardinal Senior Account Manager Trish Lessard Vice-President Kimberlee Wilcox Senior Inbound Marketing Strategist Jeannette Grand Senior Inbound Marketing Strategist schedule your free consultation today!

12 marketing strategy about media junction who we are media junction is a custom web design and inbound marketing agency located in St. Paul, Minnesota. Founded in 1997 to provide website solutions for small businesses in the Minneapolis/St. Paul area. Today we work with businesses of all sizes from Minneapolis to Houston, Silicon Valley to New York City and everywhere in-between. We offer competitive rates with an almost unheard of quick turnaround time. All work is completed on site, and never outsourced. You can expect the design quality of a large agency with the attention of a small, family-owned business. connect with us online 1142 East County Road E St. Paul, MN