First things first. [Marke2ng] is more about giving, than taking. You have to create communica2ons that actually enhance the

Transcription

1 Marketing!

2 First things first [Marke2ng] is more about giving, than taking. You have to create communica2ons that actually enhance the meaning in someone s life that give them insights into themselves." - Laurence Vincent, Legendary Brands

3 Understanding ! as a Medium!

4 It s a Privilege, Not a Right Receiving s in your Inbox is like invi2ng someone into your home.

5 It s a Privilege, Not a Right Don t be an obnoxious house guest.

6 Understanding Your Audience The best campaigns aren t about you or what you want your customers to do. They are about them and what they want.

7 Understanding Your Audience What is it that your customers really want, as people? Why do they really buy your products? What does value look like for your customers?

8 Understanding Your Audience As people (not customers ) we always look to: Solve our problems Be bezer Be informed, so we can make bezer decisions Be entertained

9 Let s Talk Strategy Don t think of each of your s as a one- off NewsleZer vs Lead Nurturing Map your s through 2me with the idea of building a conversa2on A A-en.on I Interest D Desire A Ac.on Lead Nurturing Campaign

10 Let s Talk Strategy The Principle 4 s delivering value 1 with so` sell 1 with hard sell Lead Nurturing Campaign Start from your book/product release date and work back from there

11 Cornerstones of! Marketing! Relevance Test Brevity Listen + Adapt Strong Start Strong Finish Focus

12 1. Relevance The right content to the right person at the right 2me.

13 1. Relevance Personaliza2on vs. Batch & Blast Segmented campaigns produce 30% more opens than undifferen2ated messages. (Source: Monetate) A- I- D- A: You can t achieve AZen2on and Interest if you are targe2ng the wrong people

14 1. Relevance Customer Personas Specific, smart subscribe baits Opt- in forms Seing expecta2ons WIIFM? Building trust

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17 2. Brevity is a channel for brief communica2on. Keep it like that. Priori2ze content 1 main goal per Carry themes throughout the campaign

18 2. Strong Start Subject line Preview pane Above the Fold content A I D A

19 Subject Line Shorter is not always bezer (but keep in mind mobile devices) Put key informa2on first Emphasize value Be specific, not generic (ex. Making History) Model (good) newspaper headlines

20 Subject Line (Good) Ques2ons perform well Use urgency to en2ce ac2on (but don t overdo it) Don t mislead Don t leave it to the last minute! Would you open your based on the subject line? Reality Check

21 Preview Pane & Above the Fold All the important informa2on should be in the top 3 inches

22 3. Focus + Appeal Avoid cluzer Provide ways to scan the quickly Images issue Eliminate fluff A I D A Be personable, authen2c and don t be afraid to show some personality!

23 4. Strong Finish = CTA Dedicated s with 1 objec2ve and 1 specific call- to- ac2on tend to have more impact. Recipients should understand what the s call- to- ac2on is within 5 seconds. Repeat the CTA 3 2mes throughout the (including above the fold ) Use visual elements (but not images!) to make it stand out Keep it simple A I D A

24 4. Strong Finish = Landing Page Send the reader to the right page that con2nues the conversa2on Make the landing page consistent in message and look with the call- to- ac2on A I D A Keep it simple. Don t cause distrac2ons.

25 5. Listen & Adapt Look for pazerns See what subscribers respond to and give them more of that Try new things to see what s2cks

26 6. TEST, TEST, TEST Subject lines Calls to ac2on Send day Send 2me Length of content Test 1 element at a 2me! Small differences can be significant

27 Back To Strategy! 1 2 3

28 Preparing the Editorial Calendar Plan by Quarter Create a content path for each audience segment

29 Need More?! Private Consulta2ons available at $100/hr through Skype/phone and screen sharing communica2ons.com