7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon
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7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander Organized by http://www.markedu.com
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7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon
- 1. 7 things you can inject in your marketing mix and get results right now Michael Leander Lisbon, 10-11-11 More information here www.michaelleander.com | www.michaelleander.me
- 2. Which reads the most words per minute – the eye or the ear? 2.500 words per minute 125 words per minute
- 3. Too many marketers focus on gimmicks, features and other irrelevant stuff, when they should focus on results.
- 5. Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot Fact 2: Email marketing is growing, but becoming increasingly difficult to handle Fact 3: Gaining traction in social media is not what most people think it would be
- 6. The average time spent on a task before being distracted or switching to another is only 3 minutes 11 seconds.
- 7. People are being overwhelmed by 100,000 words and 34g of information daily
- 8. Your target prospect is exposed to 6000 advertising messages every single day
- 9. Short attention span, loads of intrusion - how do you cut through the clutter? Do I know you? Do I need you? Brain Can I trust you? filter
- 11. Unique passionate emotional authentic focused interactive meaningful …
- 14. Break down the terribly inefficient silo thinking
- 17. Significant changes Transparency Relevancy 8 second rule Customer intimacy Multichannel mix
- 18. What business are marketers in?
- 21. Romy Ruth VS. ROT = Return on Time
- 23. 2 things that can power up your marketing
- 25. CROSS-MEDIA Objectivo by DIRECTIMEDIA
- 27. PROBLEMAS Objectivo não definido Objectivo mal definido Objectivo não resolve o problema Objectivo não alinhado com a estratégia by DIRECTIMEDIA
- 28. OBJECTIVO Identificar o problema Definir o objectivo Criticar o objectivo Definição final do objectivo by DIRECTIMEDIA
- 31. MEIOS Quais os Meios que devemos usar? by DIRECTIMEDIA
- 32. MEIOS Os que funcionam! by DIRECTIMEDIA
- 34. MEIOS Custo by DIRECTIMEDIA
- 35. MEIOS Custo by DIRECTIMEDIA
- 36. MEIOS Resultados by DIRECTIMEDIA
- 40. 5 things to power up your direct & digital marketing
- 41. Walk in the Park ABOA Emotional links 3 email marketing tips Repurpose content
- 42. Be clear about the ”Why” – what are you trying to achieve? http://www.youtube.com/watch?v=wVQPY4LlbJ4&feature=related 42
- 43. Things to remember ABC = Always Be Closing • But do not necessarily try to close ”today” – build up to the close by engaging and build the relationships AIDA = Attention Interest Desire Action • How do I get the recipients attention? • How do I catch the recipients interest so that the person will desire to learn more, and eventually take action (to click or buy or …)? 43
- 44. The AIDA in practice Home page or Call to actions Compelling product home page message Product home Call to actions Benefit driven details Call to actions Product details Full story with all the bells and whistles
- 45. When writing copy for the web and email ABOA Attribute Benefit Objection Answer 45
- 46. Answer Attribute Benefit Answer
- 47. The Walk in the Park Clearly defined navigation paths Build trust quickly Your MWR’s – Most Wanted Responses Be a guide to help your visitors go from A to Z Implement call to actions consistently Measure the effect and re-do if results are poor
- 48. Let’s see a website
- 49. MWR 2 MWR 1 Trust MWR 3 Trust MWR 4
- 51. So what happened to all the other clicks ?
- 52. Are you using your main navigation to get visitors to do what you want them to do?
- 53. Who is the most important person in the world?
- 56. When you write, consider • Benefit driven headlines, not descriptions • Experiment with headlines 2,3 or even 4 lines long and in different colors, bold/italic etc. • Compelling copy about YOU (the reader) – use You at least 3 times more than we or us
- 57. Put some emotion into your links Using ”Read more” is far less effective than for example benefit driven link texts: • See how this marketing tool can save you money quickly or • Go here to learn why others are raving about this marketing tool
- 58. Offer alternatives Think: Where might the visitor be in the buying cycle? Ask: What is the visitor likely to want / need to know next?
- 60. 3 Email marketing tips that gets you increased results !
- 61. TOP TIP Check your database/list frequently ! Never active 40-60% Seldom active Active frequently Always 2-5% active
- 62. Focus on the Mind Box
- 63. The First 30 Days and Welcome Flow In email marketing The experience at the beginning of the relationship impacts the LENGTH (how long the average subscriber will stay with you) and the VALUE of the relationship
- 64. The First 30 Days – What’s your flow? Sign-up First Push Contact referral First Newsletter Second newsletter Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
- 66. 80% click on one or more of those links!
- 67. Educate your new subscriber – sequential auto responder welcoming program Day 1 Day 3 Day 5 67
- 68. A 26,22% B 5,00% C 10,32% Can you guess the CTR (response) winner for these email marketing campaigns? A?B?C?
- 69. Intro links / Pre-header Functional links Intro story (Credibility) Survey or result Can be differentiated ”Products and offers” based on profile Activate profiling call to action ”Article” Sender branding ”more articles” Functional links 69
- 70. TOP TIP Zoom of preheader >>
- 71. Experiment ! Different markets react differently
- 72. Give several response options – and put emotions into your link texts
- 73. Re-use content and increase the ”I’ll stick around for more” factor
- 75. Group hug
- 76. Learn more about this topic Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com