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1 Openside Digital have been building websites and helping clients market themselves online for over 10 years. We provide a variety of internet solutions tailored to meet specific requirements. We pride ourselves on long term client relationships working with some of the most highly regarded organisations delivering internet design, development, consultancy and marketing services. These systems and services are proven in the marketplace and consistently deliver to the highest of standards.

2 What makes Marketing Effective? Contents 1. What Makes Marketing Effective? 2. A Good Example in Practice 3. Setting Goals 4. How Service Providers Work 6. Autoresponders 7. Five Ways to Make Your Marketing Work 8. Designing Your First Campaign 9. Building Your List 10. Subject Lines - Make Sure They Get Read 11. Measuring Success Openside Digital

3 Throughout this report there are links to exercises that you can actually go to your browser and complete. These exercises are highlighted in red. 1. What Makes Marketing Effective? Your list is the best resource you have for building a responsive audience of customers and potential customers. What s that? You don t have an list? Don t panic, we ll deal with that later. But for now, let s look at why is one of the most effective tools in your digital toolbox and how you can use it to connect with and grow an audience or customer base. You might think that marketing is a bit old fashioned, what with all the fuss over social media channels being the new shiny kids on the block. But the truth is, marketing coupled with an effective content marketing strategy, is more powerful than ever before. Why is this? Because the in-box is the best place to have the conversation about your business with your audience. It s a private, personal environment. A direct line of communication with people who want to hear from you. Check out this table: People were asked what their preferred channel is for receiving permission based messages. is by far the most popular means of communication. Openside Digital

4 When people sign up to your list to say Yes, I want to receive information from you, they want it to come to their inbox. That s where they are comfortable having the conversation. So why not give them what they want? Here are a few other reasons why marketing is effective: By consistently offering valuable content, you build loyal followers. More followers drives repeat traffic through referrals and word-of mouth. You can track data easily and watch your response rates as they climb or fall. Higher engagement means higher conversion rates that boost your bottom line. 2. A Good Example in Practice Ok so what does a good strategy actually look like? Well, here s a good live example. Head on over to and sign up for the free mini course. EXERCISE: Sign up to this mini-course Things to notice about this sign up: You re given a good reason to sign up. A free 5 part course. Openside Digital

5 There are reassurances that your won t be sold or abused. You are given an assurance that you can unsubscribe at any time. These 3 points are very important in overcoming the quite justified resistance that most people have when giving their address to someone. Nobody likes to be scammed or spammed. The free ethical bribe is simply an exchange of value. I give you my address and my attention and you give me something of value in return. A simple business exchange. Notice that when you sign up to the list you ll immediately receive a confirmation asking you to confirm that you signed up. This is called a double opt-in and is useful for 2 reasons: 1. It means people can t just add your address to any old list 2. It ensures that the people who do sign up really want to. And those are the people you want to communicate with. We ll look into these points in more detail in part 9. For now if you want to see a good autoresponder in action, add your and sign up to the Keyboard Athletes list. 3. Setting Goals An marketing campaign isn t just a random series of s that you send out telling everyone about your latest and greatest offers. It is a concerted effort to accomplish a marketing goal. Before embarking on an marketing campaign you must decide on your goal(s). Examples: Obama s advanced marketing campaign. His goal? Sign up volunteers and get donations. Openside Digital

6 Your Potential Goals: Establishing yourself as an authority in your market Sell a digital product Sell physical products Get people to share your content Get more web traffic Donate to your charity The goal that you want to achieve will dictate the nature of your campaign. It might be that you have several goals. For example, check out the first you got from Keyboard Athletes. It is quite short and has a link to the full article on the website. The goal here is clearly to increase web traffic, increase downloads of a free ebook and ultimately to make sales of the digital products on offer. But it all started with useful and relevant information that you chose to receive. EXERCISE: Define the goal that you want to achieve 4. How Service Providers Work In the old days, would be sent from your web server. This was ok for a while until the server crashed or your from address was flagged as spam by the receiver s program. Nowadays, the proper way to deal with marketing is to use a professional service that deals with all of that. Openside Digital

7 Using a service provider will also benefit you when it comes to the long arm of the law. In recent years, laws surrounding communications have started to become more defined and in order to make sure you are complying, why not leave it up to your service provider? service providers will usually charge you a monthly fee. Sometimes you can get an initial free service until you reach a certain number of subscribers, as Mailchimp provides. Here are the key points about service providers: Your messages are sent out from their servers rather than from your computer or server. Their software will help avoid client spam filters. Your subscribers are stored in an online database, backed up multiple times per day. You can download a copy of them at any time. You can access and manage your messages and subscribers from anywhere, through your browser. You don't need to install any software on your server or computer. Monthly fees usually apply Service Provider Comparison Service Provider Free Option Basic Monthly Fee Affiliate Program Aweber No $19 (500 subscribers unlimited mails) Yes. Recurring 30% commission Mailchimp Yes up to 2000 subscribers and mails $10 (500 subscribers unlimited mails) No CampaignMonitor No $9 (500 subscribers 2500 mails) Agency 10% discount. White label. Others to consider: GetResponse, ConstantContact, icontact, Emma EXERCISE: Choose a service provider Openside Digital

8 6. Autoresponders An autoresponder is a piece of software that your service provider runs. It gives you the option to set up a series of s which immediately provide information to prospective customers and then follow-up with them at preset time intervals. When somebody signs up to join your list, the autoresponder series kicks in. And the beauty of it is that once you ve set it up you never have to intervene again, unless you want to add, edit or remove s. A great autoresponder builds a strong foundation for your relationship with your new subscriber. If you signed up for the Keyboard Athlete mailing list earlier on, then you will be receiving, over the next few days, a good blueprint for a great autoresponder. Keys to a great autoresponder: 1. Make sure your s or articles deliver a solution that your reader really wants. 2. Break your series into a sequence of 5 10 steps. (You can do more if you re ambitious.) It s best if each step delivers a positive result and stands on its own. 3. Deliver your s via the autoresponder function of your marketing service. If your service doesn t let you put together a robust autoresponder, find a new service. 7. Five Ways to Make Your Marketing Work The main thing to remember throughout is that your content must be useful and compelling. It should provide genuine value to the reader (or viewer if your content is video). Try not to make your s pitchfests. Rather, try to think what you might want to receive in your inbox. That s rule number one. But here are 5 more ways to make your marketing work better. 1. Start every newsletter with a great autoresponder 2. Use a single warm, personal message early on ( Hi, I m really glad you signed up and it s great to have you with us ) 3. Ask them to whitelist you (this means that your s will never go into their spam box) Openside Digital

9 4. Have a real human being monitoring any replies 5. Pay attention to spam triggers, but don t obsess 8. Designing Your First Campaign Let s look at designing your first campaign. First we need to look at your audience or prospective audience to try to understand what they are trying to achieve and how you can help them achieve it. For illustration purposes let s use an imaginary company. ACME Skip Hire Acme Skip Hire have a website which they use to display the skips they have for hire, how much they cost and an online booking system to reserve the skip of your dreams. They ve decided that they want to start an list in order to communicate with their customers. Their market and customer research has shown that an overwhelming number of their customers are one-man-band builders and plasterers. How should ACME go about designing an campaign? Having been in the business for many years, the marketing director at ACME feels he knows his customers well. He also knows what specific challenges they face. So he asks himself, what kind of information could I provide that will help them and also allow me to meet my quarterly sales goals? He s also been smart and set a specific measurable goal for his campaign. Increase hires of the 2cuyd Mini Skip by 10% Based on this information he goes about designing a series of s entitled 5 Part Marketing Course for Builders & Plasterers. Openside Digital

10 He will write the 5 articles and post them on his website. The 5 part course will take the form of an autoresponder series in which each will contain a teaser and a link to the full article on the website. He s also put together a free PDF report on How to Make the Most of your Hire Period with the 2cuyd Mini Skip. There s a link to this PDF download at the bottom of each article. Once the 5 part series is finished he ll add more s to the autoresponder with more helpful advice interspersed with no-nonsense sales s with special discount codes for the 2cuyd Mini Skip. With any luck, he should see his website hires increase in the coming months. Key points in designing your first campaign: Use the goal we defined earlier Know your customer s challenges Make sure you are offering some kind of value exchange for people s shrinking free time. Localize your content to connect more deeply with a smaller audience, as opposed to having shallow relationships with a catch-all audience. Create content that is succinct and easy to digest (Copywriting 101) 9. Building Your List Once you ve designed your list and added the sign up for to your website, the big question is, how do you get people to join your list? Attracting the right traffic from search engines is a topic in itself but let s assume that your sign up page (or squeeze page ) is attracting the right people. Why should they sign up to your list? One good way to think about this is to ask yourself why you sign up to other people s lists? (You do, don t you? If not, try googling a few of your favourite topics and you re bound to find an list to sign up for). Here are a few ideas for encouraging people to join. And stay joined! Ethical bribes, free ebooks, free courses, special reports, high-visibility sign up forms, podcasts etc. Openside Digital

11 Using testimonials in your sign up area. Using social media to prove you have good content. Use a direct call to action ( Sign up now! ) Keep your message relevant and useful to avoid unsubscribes Make it easy to unsubscribe and make sure people know they can 10. Subject Lines - Make Sure They Get Read Think back to the last you got that you deleted straight away without even opening it (it was probably this morning right?). So the subject line of your is crucial. Here are 4 rules to apply when you re writing your subjects: Useful: Is the promised message valuable to the reader? Ultra-specific: Does the reader know what s being promised? Unique: Is the promised message compelling and remarkable? Urgent: Does the reader feel the need to read now? One nice trick that is effective is to preface each of your subjects with your brand name in square brackets. For example: [ACME Skip Hire] Lesson #1 Increase Your Web Traffic in 7 Days Now, the receiver of the mail can see immediately (without having to open it) who it s from, what it s about and how it will benefit them. People are much more likely to open a message that uses the 4 U s than a generic Our Newsletter subject. (P.S. To see excellent examples of subject lines, sign up for Frank Kern s list. His style might not be your cup of tea but he knows what he s doing when it comes to getting people to open s.) EXERCISE: Use the 4 U s to write subject lines for your autoresponder series Openside Digital

12 11. Measuring Success Once you ve got a few sign ups under your belt and you re seeing some traffic it s essential to measure progress against your goals. There are a couple of ways to do this. If you have the skills, you can use campaign tracking in Google Analytics. Alternatively, and probably easier, you can use the stat reports that your service will provide. Here are some of the typical metrics that you can track once your campaign is underway. Delivery Rate - s Delivered/ s Sent Open Rate - s Opened/ s Delivered Bounce Rate - s Bounced/ s Sent Click-Through Rate - Clicks/ s Delivered Unsubscribe Rate - Unsubscribed/ s Delivered Conversion Rate - Number of Conversions/ s Delivered or s Opened Cost per Conversion - Monthly Budget/Number of Conversions Cost per Click - Monthly Budget/Number of Clicks Net Response Rate - Open Rate X Click-Through Rate X Conversions Rate EXERCISE: Experiment with the stats that your service provides And Finally As we all know, things are going mobile these days. If you suspect that a lot of your customers might be signing up and accessing s on mobile devices, it pays to make sure that your s look pretty good. The easy way to do this is to use a mobile device simulator. If you type that into Google you will find several available. Openside Digital

13 Now that you know the basics, the best thing is to start taking action. Put these tips into practice and get your list going. The beauty of it is that you can adjust course on the way so you don t have to get it perfect straight away. Good luck! If you d like help implementing any of these tactics or would just like to chat about your internet marketing, call us on , us at or visit Openside Digital

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