Mastering Marketing Automation

Transcription

1 Mastering Marketing Automation By: Lon Safko 1 Take - Aways Marketing Services. What they provide. Why they re important. Their automation, ease of use, templates Template customization and deliverability. Social Automation. Drip Campaigns. Average costs of services. Automation Through Outlook; Outlook Rules. Marketing Flowcharts. An example of how I use Automation. The importance of List Building. How to use marketing to build your list. Discounts on Marketing systems. 2

2 Lon Safko Spent most of my career as an entrepreneur, innovator, president and CEO. An innovator for more three decades founding 14 start-up companies. Invented the First Computer To Save A Human Life. 18 Inventions & 30,000 personal records in the Smithsonian Institution, Washington, D.C. Invented the first voice recognition and the first home automation for the disabled. Invented the first three-dimensional virtual environment. Invented the first integrated computer system for the physically disabled. Invented the archetype for Apple Newton and Microsoft s Bob operating systems. Invented Tool-Tips, and first software user s guides. Has 14 Inventions in the Computer History Museum, Mountainview, CA Awarded 3 patents on three-dimensional Internet advertising and Virtual-Electronic-Retailing Awarded 125 software copyrights, trademarks, a dozen signature marks. Recipient of The Westinghouse Entrepreneur of the Year Award. Recipient of The the Arizona Software Association s Entrepreneur of the Year Award. Recipient of The the Arizona Innovation Network s Innovator of the Year Award. Recipient of The Public Relations Society of America s Mark of Excellence Award. Recipient of The A.A.P.A. s Award of Excellence for the Western Hemisphere. Twice nominated Entrepreneur of the Year by Ernst & Young / Inc. Magazine. Recognized by the Department of Veteran s Affairs and the Phoenix Mayor s Council. Featured in Entrepreneur Magazine, Inc. Magazine, PC Novice, Popular Science, & New York Times. Nine time published author and author of the Best Selling The Social Media Bible. Now in its Third Edition and hit #1 on Amazon in both their Marketing & Business categories. Appointed USA Today CEO Advisory Board, the first SCORE Ambassador. Professional Blogger for Fast Company. Author of The Fusion Marketing Bible, now #3 on Amazon & Patent Pending! 3 Marketing Services Marketing Services Software that manages your lists, enables you to efficiently maintain your user lists, and sends messages easily and inexpensively (or free). Provides sign up for the mailing list using a form on your website. Confirm their request to be added to the list "opt-in". Unsubscribe from your list, upon demand. Ensures that you are in compliance with the 2004 CAN- SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing). Provides web analytics, which is analytics about your recipients via a web site; including: hard & soft bounces, open rates, pass alongs, click-throughs, and opt-outs. 4

3 Marketing Service Providers Contact Management Your relationships with your customers are important! Many Service Providers (ESP), will offer easy-to-use tools that provide an interaction history for each of your customers, mail-merge personalization, and custom fields for learning more about your contacts. They will track: Double Opt-In Opt-Out The 2004 CAN SPAM Act 10 Days to remove Fine: $2m per message Soft Bounce Hard Bounce Bounce Grading and Automatic Removal 5 Ready Made Templates Hundreds to Choose From Choose from hundreds of fully customizable designs and layouts, including postcard, one-column, and multi-column formats. Fully Customizable Start by selecting your favorite template. Then make it completely yours by adding your logo, images, brand colors, and text. Inbox-Tested These templates are rigorously tested on dozens of clients to look great in your customers' inboxes. 6

4 Easily Customized Templates Drag & Drop Editing Drag & Drop Editing lets you perfect your messages from one web page location. Add images, change margins, and save your brand's color swatches in just a few clicks. Drag-and-Drop Blocks Never fuss with HTML again. Select, edit, delete, move, and even swap images and blocks of text in your messages. 7 HTML Customizable Templates HTML and Design Views HTML and design views that show you how your HTML becomes messages exactly the way that your contacts will see them. Be able to toggle between the two views as you perfect your messages. 8

5 Deliverability When you work hard on a message, you want it to reach your contacts. That's why messages sent through an Service Provider doesn't take detours: they don't fall into spam traps, wind up in junk mail folders, block by servers, or earn you a spot on blacklists. Service Provider are the industry s top delivery companies following strict guidelines to ensure your s success rates. They have a dedicated delivery teams that helps you create deliverable messages so they stay Whitelisted, so you aren't Blacklisted! Example: Constant Contact 9 Social Media Marketing You need to be part of the social conversation! Your marketing needs to be social. Your Service Provider should have easy-to-use social media marketing tools for Facebook or Twitter They should be able to save draft posts, schedule messages ahead of time, and even track your results without switching between applications in order to see your results. to Social Media Every you send through your ESP should seamlessly echo through social media networks in the form of likes, retweets, shares, and more. Be able to add social media sharing buttons to your s, and start promoting your newsletters on your Facebook wall and in your Twitter feed. 10

6 Social Media Marketing Sign-Up Forms Add a sign-up form to your Facebook page so your fans will become your subscribers too. Social Media Tracking Show you which of your messages attract the most likes, clicks, comments, and retweets. Facebook So you can share your ideas on the world's most-popular social network by starting a conversation by posting any link, photo, or message. Twitter Give your Twitter followers what they want: exclusive deals, breaking news, and the best content from your business. 11 Drip Campaign Here s how it works There are three s loaded into "My Partner Templates" in your Constant Contact account. They are labeled " Drip 1," " Drip 2" and " Drip 3." Each is laid out in an editable format, so you can add your contact information and make any other changes youd like. You can send them together or separately as the s work as a group, and individually. DRIP 1: Introduces the idea and value of marketing, and includes a link to a free guide titled 5 Ways Marketing will grow your list. DRIP 2: Focuses on how you can save clients time and money. And its editable so you can tailor it to showcase the unique skills and services you offer. DRIP 3: Offers a free audit from you, a Constant Contact Solution Provider. Again, you can add details about your specific business as you see fit. Tips to getting the best response: 1. Be sure to add your logo in the specified LOGO block 2. Make sure all the trial links go to your cobranded URL 3. Add your contact info at the bottom of the . 12

7 Marketing Service Costs Monthly Costs Range: Free up to $5,000 per month Generally... Your List Size USD $ ,500 $30 2,501-5,000 $50 5,001-10,000 $75 10,001-25,000 $150 25,001-50,000 $250 50,001 + Call 13 Outlook Mailing List Manager And Edit Mailing List Rule 14

8 Outlook - Rules Rules help reduce manually filing or taking the same action when a similar message arrives. Rules are always on and run automatically. For example, when a message is received from a specified person, it s automatically moved to the folder that you designate. The Rules Wizard helps you design rules to manage messages. Rules fall into one of two categories organization and notification. The Rules Wizard includes templates for the most frequently used rules, which include the following: Stay Organized These rules help you file and follow up on messages. For example, you can create a rule for messages from a specific sender, such as Anne Weiler, with the word "sales" in the Subject line, to be flagged for follow-up, categorized as Sales, and moved to a folder named Anne s Sales. Stay Up to Date These rules notify you in some way when you receive a particular message. For example, you can create a rule that automatically sends a message to a mobile device when you receive a message from a family member. 15 Marketing Flowchart 16

9 Marketing Flowchart Using Outlook 17 My Marketing Flow Chart Using DaDa Mail Advanced You can also send different auto-responders depending what your prospects click on. Send coupons within x days of order. Send s based on buying habits 18

10 List Building Ultimately, it all comes down to List Building. "The money is in the list". And... Building your list comes down to Fish Food and Great Content! Fish Food = White Papers, Tools & Tips, Podcasts, Training Videos, Spreadsheets, Survey Results, Studies, etc. = Great Content! And lastly... Integrity! Have a good Privacy Policy with integrity and stick to it. 19 List Building Using Outlook Example: Top 20 Best Tips For Creating Awesome s! AND... Get these slides! Requests@ 20

11 Marketing Service Providers Discounts Go To www. 20% off 6 months prepaid 25% Off 12 Months Prepaid Call , Ask For Joe Manna 21 Resources 1. To Get These Slides, Go To: www. Select Get Access On The Top Right. Then select Extreme Digital Marketing 2. Connect With Me! 3. You Can Do This! 4. Let Me Help! 22