emarketing 101: Tons of Awesome Stats, and Slides on the Latest Ways to Generate Customer Leads Presented By: Heath Shults

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1 emarketing 101: Tons of Awesome Stats, and Slides on the Latest Ways to Generate Customer Leads Presented By: Heath Shults

2 In this Presentation: Social Media Marketing gstatistics Definition of Social Media MarketingMonitoring Free and Paid Monitoring Tools Facebook and Twitter Explanations SocialMedia ROI Explanation and Statistics Marketing Statistics Build Your List Convert Leads to Customers Marketing Tips 2

3 Why Is Social Media Important?: Statistics Photo Credit: kevindooley

4 Global Internet Users Photo Credit: Jess3

5 The number of s sent on the Internet in Source: Jess3

6 500 Million Active Facebook Users Photo Credit: Oversocialized Source: Tech Herald

7 126 Million The number of blogs on the Internet. Source: Jess3

8 10 Billion+ Tweets Sent on Twitter Since 2006 Photo Credit: Rosaura Ochoa Source: Mashable

9 2 Billion Videos Are Streamed Each Day On YouTube Photo Credit: jonsson Source: Techcrunch

10 What Is Social Media Marketing?

11 Social Media Marketing: Enables Others to Advocate for Your Business Through h Compelling Content t Image credit: Ian Sane

12 Social Mdi Media is Like a Cocktail ilparty: Listen Then Respond Photo Credit: The Dana Files

13 Links are the Currency of the Social Web

14 Social Media Monitoring Collects Online Mentions for Measurement and Response Image Credit: Suchitra Prints

15 Free Social Media Monitoring Tools Image Credit: Hamed Saber

16 Paid Social Media Monitoring Tools Photo Credit aresauburn

17 Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos. Photo Credit: Marvin Kuo

18 Facebook Official Pages Let Businesses Interact with Customers and Prospects

19 Twitter is like a Text Message with a Photo Credit: ydhsu BCC: To The World

20 Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.

21 Photo Credit: M ixy Free Twitter Tools

22 Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de

23 You Can Use Social Media for Leads and Sl Sales Source: State of Inbound Marketing Report

24 Social Media Can be Used for B2B and B2C Source: State of Inbound Marketing Report

25 Social Media + Lead Generation Opportunities = ROI Photo Credit: xjasonrogersx

26 Questions?

27 Marketing 101 WHY AND HOW IT WORKS PRESENTED BY: DEWAYNE DODD

28 Why Invest in Relationships?

29 Because When Nurtured They Multiply

30 Impact of Technology marketing changed the economics, making relationship marketing viable for small businesses Retention Methods Cost per Click-through Conversion Cost per Thousand Rate Rate Sale to in-house list $5 15% 3.7% $1 Direct mail to in-house list $761 N/A 3.9% $20

31 Why does Work? Because people open from businesses they know and trust

32 And Simply Delete Everything Else

33 Getting Started It s a 3-Step Process. Step 1: Building Your List Step 2: Convert Leads to Customers Step 3: Keep Customers Coming Back

34 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 alerts when asked by a clerk a your center. Bowler TRAC Database Source: Transact Media Group

35 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 s Determine your own interest categories and other data required.

36 Step 2: Convert Leads to Customers It Can Take Time.. 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!

37 Keep Customers Coming Back The Value of a Customer You ve already paid for them It s 6-7 times more expensive to gain a customer than to retain one. They spend more Repeat customers spend 67 percent more They are your referral engine They are your referral engine After 10 purchases, a customer has already referred up to 7 people

38 Marketing Tips STRATEGY AND TECHNIQUES PERMISSION AND LIST BUILDING

39 Permission What is it? Types of Permission Explicit: it Opt in from your website or storefront t Join our mailing list Single vs. Double Opt-In Implicit: Requests for information / registration forms, existing customer relationship Note: Always make sure to ask for permission when collecting information

40 Be a Trusted Sender Remind recipients why they are receiving an from you at the beginning of each message You are receiving Marketing Hints and Tips as a Constant Contact customer or because you subscribed on our website. To no longer receive our s, click to unsubscribe Include unsubscribe or one-click opt out line This was sent to partnermarketing@constantcontact.com, by webservices@bpaa.com To unsubscribe click here. Privacy Policy Immediately handle unsubscibes (CAN-SPAM Act) Monitor your frequency

41 Spam What is it? Spam or Unsolicited Commercial (no relationship / no permission) List purchase, CD-ROMs Directory Crawling appending Don t do it! Don t do it! While it may seem tempting, it will have a negative impact on your business

42 What is a SPAM Complaint? 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)

43 Case Study: Girls Learn to Ride List Size: 10,000 Open Rate: 36% Location: National, based out of California Runs snowboarding, skateboarding, and other extreme sports clinics for young women across the country Sends a monthly e-newsletter and announcements about upcoming events and specials

44 How Do They Grow Their List? Join my list sign up box on website Website Contests give away snowboards, tickets t to concerts, etc to get people to join

45 Bulk Services Why Use One? Make it Easy Manage your database (subscriptions, bounces, unsubscribes) Templates make creation of professional looking campaigns Maximize delivery Are Affordable Some start as low as $20 / month Fractions of pennies per Teach Best Practices lbest practices are build right into the service (unsubscribe, b management, from address verification, and physical address appending) Online education seminars

46 Bulk Service vs. Outlook Standard Programs (e.g. Outlook, Hotmail) Limited # of s sent at one time No formatting control List break up more susceptible to mail filters No cohesive branding No tracking and reporting of results

47 Bulk Service vs. Outlook Bulk marketing services automate best practices (e.g. Constant Contact, e-bowl Biz) Provide easy to use templates Reinforced brand identity addressed to recipient only Manage Lists adding new subscribers, handling bounce backs, removing unsubscribes Ensure mail delivery, tracks results and obeys the law

48 Marketing Tips STRATEGY AND TECHNIQUES FORMAT AND FREQUENCY

49 Determining Appropriate Format Newsletters Frequency: monthly / quarterly Lots of educational content (typically non-promotional Promotions Frequency: bi-weekly / monthly Focus on promotion / limited content 2,4,6 product promotions, coupons Announcements Frequency: event-driven Promotional or educational with targeted message Invitations, ti new products, special events

50 Getting Opened The From line Use a name the recipient will recognize Include your center name or brand The clearer the better The shorter the better Be Consistent 60% of consumers say the from line most often determines whether they open an or delete it Source: DoubleClick

51 Getting Opened The Subject line Keep it short and simple You have 3 seconds or less 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 or delete it Source: DoubleClick

52 The Don t Dos The words: free, guarantee, spam, credit card, etc. ALL CAPITAL LETTERS Excessive punctuation!!!,??? Excessive use of click here No From: address Misleading subject lines

53 Marketing Tips CREATING COMPELLING CONTENT

54 Getting Read The Body Provide relevant valuable information Be clear and consise Use appropriate graphics Use white space effectively Include Call to Action: links Create sense of urgency Capitalize and punctuate carefully Proofread

55 Evaluating Your Results Why does bounce? addresses are no longer valid Servers are down Mailboxes are full is blocked Clean bad addresses out of your list!

56 Evaluating Your Results What influences the open rate? From / Subject line Delivery day / time List overusage, age, or quality Watch your trends over time

57 Evaluating Your Results Why did people click through? Call to Action Copy Offer What were they interested in?

58 Evaluating Your Results High unsubscribe / opt-out rate Overcommunication Poor targeting

59 Constantly Refine Your Strategy Date sent & time of day From & Subject Lines Format Content quantity & quality Calls to action Recipient i feedback Fine tune your communication strategy over time!

60 Questions? DOWNLOAD THIS PRESENTATION AT