Mastering Marketing. Get Your Super-Duper Marketing Resource Pack

Transcription

1 Mastering Marketing

2 Welcome Kathy Ennis Let s Get Your Business Working kathy@kathyennis.co.uk Phone: Questions after the session? FB: /KathyEnnisYourBrandIsYou

3 What is marketing? Delivering professional communications... to an interested audience... that looks great in any inbox! containing information the recipient finds valuable...

4 Should your first impression..

5 ? Why ? Because it works everywhere

6 People read it 88% regularly check on their smartphones (more than social media or videos) 91% of people check their daily is reliable gets delivered 90+% of the time; (Facebook posts reach just 2% of fans) works marketing has 3x the conversion rate as social media For every 1 spent on marketing, there is a 38 average ROI Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; Direct Marketing Association

7 Write for your audience, not you! 38 % Unsubscribe if it s boring 32 % Send it to spam if it s irrelevant Source: MarketingSherpa

8 Repurpose everything Write it once and use it many times

9 Subject Line Compelling to take action, less than 50 characters Pre-header Text Shows particularly well on mobile devices and acts as a content teaser Permission Reminder Remind people who you are and why they are receiving something from you. Its good practice to remind them and to give them the opportunity to unsubscribe Social Share Buttons These allow people receiving your s to share them on their own social networks Banner Put your logo on the left and something useful on the right (such as your contact details). Your logo should be a clickable link with a call to action to visit your site behind it Headline Short and punchy. This is different from your subject line and should give them a reason to read on Hero Image The image should be eye-catching and neatly cropped in. you can layer some text on top to provide more emphasis. Don t forget to make the image a clickable link and include a description / ALT text Personal Greeting First name only Personal Note This is from you. Why are you writing? What are you sharing? What do you want them to do right now? Write as if you are speaking to your favourite customer. The ideal layout Call to Action Button This is your call to action. Embed a link. Signature and Contact Details If you can, use a handwritten signature (or something that looks handwritten). Follow that with your name, address and phone/twitter/facebook etc. Include a P.S. to your main Call to Action. Headshot Crop in close and make sure you are smiling! Article Heading One Article Text One Good uses for this space are: event listing, special offer, blog/article excerpt, staff profile, customer testimonial/success, product/service info etc. Article Image One Same rules for the hero image crop, link, call to action Call to Action Link Article Heading Two Article Text Two Good uses for this space are: event listing, special offer, blog/article excerpt, staff profile, customer testimonial/success, product/service info etc. Call to Action Link Footer physical address, website URL, social links Article Image Two Same rules for the hero image crop, link, call to action This example is available in the Super-Duper Marketing Resource Pack

10 Choose the right template for your message and design for mobile Use your brand colors Include the name your contacts recognise you by (avoid acronyms) in the from name text Subject line: keep below 50 characters (this one is 8 words, 35 characters) Pre-header text: use this to give more, relevant information Use the social share bar Place your logo left or center, never on the right Use a short, punchy headline

11 Include an eye-catching image and don t forget to make the image a clickable link Make it a personal message by including a first name greeting Keep it short and simple. Write as if you are speaking to your favourite customer Include a call to action and keep it above the scroll line Include a headshot. This will make it more personal Include a signature as well as your address and phone/twitter/facebook etc. Include a P.S. to your main call to action

12 Including other sections will give you the opportunity to: list events, highlight special offers, provide a testimonial, include a blog/article excerpt, list new products/services etc. These areas also need images and call to action links Provide your own social media links

13 A simple checklist 1. Choose a mobile-friendly, single column template 2. Your brand must be consistent everywhere - colour, images, words 3. Make sure they recognise the sender - Who sent it? 4. Include a compelling subject line Is it worth reading? 5. Back up the subject line with more information in the pre-header text 6. Provide easy-share options Can I send this to my friends? 7. Keep your main call to action above the scroll line 8. Have fewer than 3 Images (not including your headshot) 9. Keep the text to a minimum, fewer than 20 lines of text is sufficient 10. No more than 3-5 links in the entire 11. Make sure all your images are clickable links with descriptive ALT tags

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15 Thank You Kathy Ennis Let s Get Your Business Working kathy@kathyennis.co.uk Phone: How can I help you? FB: /KathyEnnisYourBrandIsYou