Growing Your Business in a Digital Age Angie Hancock experience: harlem
Objectives Key elements on a website How to create an effective email marketing campaign How to create an effective web marketing campaign
Agenda Introductions Name Company Do you currently have a website? Do you currently do email marketing? What question would you like to have answered during today s workshop? How to create email marketing campaigns How to develop web marketing materials What s important on your website How to create a web marketing campaign Questions Wrap-up
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, www.experienceharlem.com and custom events and experiences e x p e r i e n c e s a periodic 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.
About mej 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 corporations such as Sara Lee, Ann Taylor Inc and Mars Inc. She obtained her MBA in marketing from the Kellogg Graduate School of Management is a CPA and was awarded The Network Journal s 2008 40 Under Forty Achiever.
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Online Marketing Mix Social Media Your Website Email Blogs Search Engines
Website What is your objective? Informational ecommerce Key content areas Who are you Where to find you How to contact you Events Promotions Email sign up Menu (restaurants) Search Press Best practices Clear and consistent navigation Consistent branding with offline Your Website
HarlemVintage.com
HarlemVintage.com
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
Resources Domain registration GoDaddy Small business solutions Yahoo Intuit Merchant solutions Google checkout Paypal
How to measure results Recommended key performance indicators: Monthly unique visits Total visits Time spent on site Page views Source of visits Email signups Revenue/Transactions Tools Google analytics
Email Marketing What is your objective? To inform The Winery
Email Marketing What is your objective? To inform The Winery To promote an event Bikram Yoga East Harlem
Email Marketing What is your objective? To inform To promote an event To promote an in-store or online special Who is your target? What type of information are they interested in? How often would they like to hear from you?
Email Marketing Services Pricing Based on #contacts Based on #emails Based on #contacts Based on #contacts sent/month 500: $15 2,500: $30 5,000: $50 10,000: $75 1,000: $30 2,500: $45 5,000: $70 7,500: $100 10,000: $125 500: $14.00 2,500: $29.00 5,000: $47.00 2,000: Free* Unlimited send 500: $10 1,000: $15 2,500: $30 5,000: $50 Deliverability + Not tested - Not tested
Email Marketing Services Templates Reporting Events Surveys Forms
Email marketing services All offer hundreds of templates Other survey resources: Survey Monkey Other forms resources: Wufoo
Email Marketing Tips 1. Only send emails to persons who have requested to receive them. Point of sale sign up Events Website Emails
Email Marketing Tips 2. Only include content relevant to the type of content the person has requested. Segment your email list e.g. top customers, type of customer
Email 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 emails 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 emails after 4pm or on weekends. 5. In most cases, it is best to send business to consumer emails either between 5pm and 8pm Tuesday through Thursday or between Friday evening and Sunday afternoon.
Email Marketing Tips 6. To improve deliverability add a message at the top of your emails that says something like: To ensure receipt of our emails, 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 email, 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.
Email 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
How to measure results Per email Over time Key performance indicators to consider: Open rate Click through rate Forward rate Unsubscribe rate Redemption/inquiry rate
Creating an effective campaign case study Bikram Yoga East Harlem
BYEH - Home page
Email blasts BYEH list
Email blasts experience: harlem list
Email blasts - Hue-Man Bookstore list
Blogs Harlem Condo Life
Press Release Another resource BlackPR.com
Facebook Note there are two ways to share information on facebook: 1) via wall post 2) via email
Facebook other pages
Facebook other pages
Facebook other pages
How to measure results Driven by objective Measures may include: Site visits Interactivity likes/comments/re-tweets Transactions
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 WEHarlem (Twitter) Harlem NYC (Facebook) Merchant Associations/Chambers Bradhurst Merchants Association Frederick Douglass Blvd Alliance Harlem Business Alliance Harlem Park to Park Greater Harlem Chamber of Commerce Harlem Park to Park Other resources: Harlem Community Development Corporation
Other words of advice Get help Hire a webmaster Empower your employees
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Wrap up Need help? Angie Hancock angie@experienceharlem.com 212 933 0964 facebook: experienceharlem twitter: xperienceharlem