Introduction to Marketing

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1 Introduction to Marketing Mary Bowling

2 Collecting Addresses?

3 Collecting Addresses?

4 Collecting Addresses?

5 What Are You Doing With Them?

6 What Is Marketing? Communicating via with people who have given you PERMISSION

7 Why Use Marketing? Marketing has the BEST ROI (return on investment) of all online marketing methods! Constant Contact says: 4X ROI of direct mail marketing Average ROI $87 return on every dollar spent!

8 Why Use Marketing? To stay in contact with your CURRENT CUSTOMERS and others who have EXPRESSED INTEREST Joe, you can me!

9 Marketing = Engagement It s more about ENGAGING with people not just about selling

10 Marketing = Engagement To them it feels PERSONAL For you, it s very EFFICIENT

11 Why Engage With Current Customers? Costs about 6 X MORE MONEY to gain a new customer than it does to keep a current customer Joe s good. I ll use him again.

12 Why Engage With Current Customers? Current customers refer new customers to you along with their RECOMMENDATION I go to Joe. Try him!

13 Why Engage With Current Customers? Repeat customers SPEND MORE MONEY with you than new customers I trust Joe. What else can he do for me?

14 Why Use Marketing Software? EASIER Support and training Professional back up More professional-looking Better, more consistent branding Better formatting for more visually appealing s

15 Why Use Marketing Software? INDUSTRIAL STRENGTH Send more s at once Get better delivery rates Get tracking metrics (And track website actions from via Google Analytics)

16 Why Use Marketing Software? LIST MANAGEMENT Integrates with your forms Adds subscribers Removes unsubscribers Deals with bounce backs Easy list segmentation

17 Why Use Marketing Software? CAN-SPAM COMPLIANCE Keep off of spammer lists Don t annoy people Stay out of legal trouble

18 Marketing vs Spam Don t market without understanding that it s PERMISSION-BASED and knowing the REGULATIONS that govern it

19 Marketing vs Spam RECIPIENT DECIDES what is spam, not the sender If it s something they want to see, it s not spam I LIKE getting Joe s coupons every month I HATE getting Joe s long, salesy s every day

20 Choosing Marketing Software SOME CHOICES: Mail Chimp icontact https://www.icontact.com/ Choosing Marketing Software Campaigner Vertical Response

21 Marketing Platforms COSTS VS NEEDS Free or Free Trial Try before you buy Pay As You Go Pay for what you need when you need it Monthly subscription (often less than $10/mo) List size More addresses cost more

22 Why Use Marketing Software? FEATURES TO CONSIDER Free templates Tutorials, training materials Mobile-friendly s Online Support Done for You backup

23 Collecting Addresses Use online forms LINK to these forms from other online places Facebook, Twitter, LinkedIn, etc. Enable texting to join your list Ask people on the phone Collect at your business location

24 Collecting Addresses Collect at EVENTS where you are speaking, networking, exhibiting, etc Get EXPLICIT permission to people

25 Collecting Addresses Consider offering SOMETHING OF VALUE in exchange for an address I ll give Joe my address if he gives me a discount

26 Address Magnets Freebies Coupons Discount codes Loyalty perks E-books Whitepapers Useful Tools Insider Tips Statistics Guides How To s FAQs Contest Entries VIP Status

27 Walk Before You Try to Run GET THE BASICS, FIRST Then try more complex features and sophisticated campaigns Auto responders Drip campaigns List segmentation

28 Always Check Before Sending HAVE SOMEONE ELSE PROOF READ IT then mail it to yourself

29 What s Next? COLLECT ADDRESSES even if you re not sure what to do with them, yet

30 What s Next? ALREADY HAVE A LIST? Think about how to leverage it to engage, build relationships and gain trust with current and prospective customers

31 THANKS! Mary Bowling LocalU Blog and Forum IgnitorDigital.com

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