Online Marketing. Angie Hancock experience: harlem

Transcription

1 Online Marketing Angie Hancock experience: harlem

2 Objectives Key elements on a website How to create an effective marketing campaign How to create an effective web marketing campaign

3 Agenda Introductions Name Company Do you currently have a website? Do you currently do marketing? What question would you like to have answered during today s workshop? How to create marketing campaigns How to develop web marketing materials What s important on your website How to create a web marketing campaign Questions Wrap-up

4 About Experience: Harlem Experience: Harlem is a marketing solutions company launched 2006 to connect businesses with consumers who live, work and play in upper Manhattan. Our products include: the annual Essential Harlem Guide, and custom events and experiences e x p e r i e n c e s a monthly newsletter offering sneak peeks and inside looks into the best Harlem has to offer. We are the inside connection for shopping, dining, arts & culture in Harlem.

5 About me Angie Hancock President & Founder, Angie brings over 15 years of dynamic business experience in both marketing and accounting. Before starting Experience: Harlem, Angie was a senior marketing manager with leading women s apparel retailer, Ann Taylor. She spent nearly ten years with Fortune 500 consumer products company, The Sara Lee Corporation, which moved her to New York to work on the successful re-launch of the Chock Full o Nuts brand. She obtained her MBA in marketing from the Kellogg Graduate School of Management is a CPA and was recently awarded The Network Journal s Under Forty Achiever. Currently Angie is the B2B Marketing Manager for MY M&M S.

6 OPTIMIZE TEST LEARN

7 Online Marketing Mix Social Media Your Website Blogs Search Engines

8 Website What is your objective? Informational ecommerce Key content areas Who are you Where to find you How to contact you Events Promotions sign up Menu (restaurants) Search Press Best practices Clear and consistent navigation Consistent branding with offline Your Website

9 HarlemVintage.com

10 HarlemVintage.com

11 Tips for selecting a web designer/developer Difference between developer and designer View sites they have created previously Do you like their previous work Obtain multiple bids at least three Understand timeline Understand when payments are due

12 Resources Domain registration GoDaddy Small business solutions Yahoo Intuit Merchant solutions Google checkout Paypal

13 How to measure results Recommended key performance indicators: Monthly unique visits Total visits Time spent on site Page views Source of visits signups Revenue/Transactions Tools Google analytics

14 Marketing What is your objective? To inform The Winery

15 Marketing What is your objective? To inform The Winery To promote an event Bikram Yoga East Harlem

16 Marketing What is your objective? To inform The Winery To promote an event Bikram Yoga East Harlem To promote an in-store or online special N Who is your target? What type of information are they interested in? How often would they like to hear from you?

17 Marketing Services Pricing Based on #contacts Based on # s Based on #contacts Based on #contacts sent/month 0-5,000: $ 0 5,000-10,000: $25 1,000: $30 2,500: $45 250: $ : $ ,000: $ ,500: $ ,000: $ : Free 501-1,000: $15 1,000-2,500: $30 2,501-5,000: $50 Deliverability + Not tested - Not tested

18 Marketing Services Templates Reporting Events Surveys Forms

19 marketing services All offer hundreds of templates Other survey resources: Zoomerang Survey Monkey Other forms resources: Wufoo

20 Marketing Tips 1. Only send s to persons who have requested to receive them. Point of sale sign up Events Website s

21 Marketing Tips 2. Only include content relevant to the type of content the person has requested. Segment your list e.g. top customers, type of customer

22 Marketing Tips 3. Be consistent with your sending frequency. Pick a schedule, whether it is weekly, biweekly, or monthly as long as you are able to keep to that schedule. 4. In most cases, it is best to send BtoB s Tuesday through Thursday. We ve found that the best times of the day to send are just after the start of the day around 9:30am or just after lunch around 1:30pm. It is best to avoid sending business to business s after 4pm or on weekends. 5. In most cases, it is best to send business to consumer s either between 5pm and 8pm Tuesday through Thursday or between Friday evening and Sunday afternoon.

23 Marketing Tips 6. To improve deliverability add a message at the top of your s that says something like: To ensure receipt of our s, please add something@yourcompany.com to your Address Book. 7. Make the From Name for your messages either your company name or the name of a person at your company. Once you choose a From Name, keep it consistent. During the split second decision subscribers make whether to open your , the most important factor in their decision is whether the From Name is familiar to them. 8. Be sure to include both a plain text and an HTML version of your newsletter.

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26 Marketing Tips 9. Don t use all caps or multiple exclamation marks within your subject line or body. Doing this will trigger spam filters. 10. Build your list at every opportunity you have. If you have a retail location, add a point-of-sale sign up form. At conferences or events, ask everyone you speak with if you may add them to your list after you exchange business cards. Finally, add your newsletter signup form to every page on your web site. 11. Consistent branding 12. Cross link and share content on both facebook and twitter

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31 How to measure results Per Over time Key performance indicators to consider: Open rate Click through rate Forward rate Unsubscribe rate Redemption/inquiry rate

32 Creating an effective campaign case study Bikram Yoga East Harlem

33 BYEH - Home page

34 blasts BYEH list

35 blasts experience: harlem list

36 blasts - Hue-Man Bookstore list

37 Blogs Harlem Condo Life

38 Press Release Another resource BlackPR.com

39 Facebook Note there are two ways to share information on facebook: 1) via wall post 2) via 3) via notes*

40 Facebook other pages

41 Facebook other pages

42 Facebook other pages

43 How to measure results Driven by objective Measures may include: Site visits Interactivity likes/comments/re-tweets Transactions

44 Marketing your business uptown online resources Harlem Websites experience: harlem Harlem One Stop Harlem World Uptown Other sites Time Out NY The New Yorker Village Voice Urban Daddy Blogs Harlem Bespoke Harlem Condo Life Uptown Flavor Social Media WEpeat (Twitter) Harlem, NY (Facebook) Merchant Associations/Chambers Harlem Business Alliance Greater Harlem Chamber of Commerce Harlem Park to Park Power of One

45 Other words of advice Get help Hire a webmaster Empower your employees

46 OPTIMIZE TEST LEARN

47 Wrap up Need help? Angie Hancock facebook: experience: harlem twitter: angiehancock