Email Marketing Bootcamp
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Email Marketing + Conversion Bootcamp: Communicating with your target audience at each stage of their customer journey.
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Email Marketing Bootcamp
- 1. email marketing bootcamp Grow Your Email List. Grow Your Business June 7, 2018
- 2. agenda • About Us • Goals for Today • Secret #1: Understand the Customer Journey • Secret #2: Build a Marketing Funnel • Secret #3: Communicate & Convert • Secret #4: Ask Permission: CASL, GDPR • How we can help
- 3. about us • Created in 2010 • Full service web design & digital marketing company • Google Adwords Partner • MailChimp Partner • Constant Contact Solutions Provider • Adina Zaiontz – 20 years experience in digital/print media: Rogers Media/Yahoo! • Michael Gray – 25 years experience in sales/marketing: Salesforce.com/Xerox
- 4. credentials
- 5. our goal My Goal: Show you how to build an email list that converts visitors into customers.
- 6. why email marketing? • You own the list • Develop a vital and long-lasting asset to your business • Built in marketing audience • Build connections that last for years • Reaching out to a “warm” audience • Announce new services, events, new products • Ability to test/ personalize/ segment • Email is King – when it comes to how people spend time online • Most profitable marketing channel (not paying to advertise again and again). In 2016 every dollar spent on email is projected to bring in $35.02 –US Direct Marketing Association
- 7. • 71% consumers favor email as their first online “check” of the day. – ExactTarget • Email is still the most used electronic media. Most people check it first thing in the morning and take a glance before they go to bed. First online “check” of the day
- 8. Email vs Social 8 Email Facebook Twitter Total number of users 2.6 billion 1.7 billion 313 million First online “check” of the day 58% 11% 2% Most frequent channel for personal messages 45% 12% 0% Make a purchase as a result of a marketing message from this channel 66% 20% 6% Exact Target Study, 2010
- 9. napkinmarketing.com Secret #1: Understand the Customer Journey
- 10. The Money is in the List 10
- 11. Customer Journey Explorer Gatherer Decider Customer
- 12. Why Should Your Site Visitor Join Your Email List? • Solve a problem (or part of a problem) or pain they have • Provide value, not junk content • They get to Sample your service and have a “taste” while they figure out what they want.
- 13. Lead Magnet • eBook • Whitepaper • Checklist • Exclusive Video • Webinar • Free “drip campaign” email course • Free Report • Blueprint/ Diagram • Free Trial Software • Free Trial Membership • “Coles Notes” version of something hard to learn • Valuable enews
- 14. • A marketing funnel is a model describing the customer journey from awareness of the product to the actual conversion. • We need to nurture the potential customer from awareness through to conversion. Digital Marketing Sales Funnel
- 15. Facebook/ Google Ads Retargeting Google organic searches/ blogs/ SEO PR Social Media Video Trade Shows • Organic traffic • Email • Blog Posts/ SEO • Lead Magnet - SEO • Organic google search • Referrals • Social Media • Offline events • Paid traffic • Google Ads • Facebook Ads Get people into the funnel
- 16. Typical Websites are Built for the Customer, Not the Explorer/ Gatherer • Over Reliance on Contact Us & Free Consultation • Most consumers fear the “Contact Us”…see it as a big commitment • Key: provide ways to start the relationship (CONVERT) for those early in the customer journey
- 17. napkinmarketing.com Secret #2: Create Marketing Funnels
- 18. Facebook/ Google Ads Retargeting Google organic searches/ blogs/ SEO PR Social Media Video Trade Shows • Drive traffic to your site with: • Organic traffic • Email • Blog Posts/ SEO • Organic google search • Referrals • Social Media • Offline events • Paid traffic • Google Ads • Facebook Ads Get people into the funnel
- 19. Social Media Enticements – Promoted Posts 19
- 23. Linkedin Ads 23
- 24. Calculators 24
- 26. napkinmarketing.com Secret #3: Communicate & Convert
- 28. • Goal: • Show the value of your product service, • provide educational content • Build a relationship • Do: Educate, be helpful • Don’t: Sell, give specifics of your product/ service too much • Ideas: • Blog post about why to incorporate • “Selling your business” checklist/ worksheet • eBook: “Employers Guide to and Firing” • 30 min webinar – Sexual Harassment Laws Awareness
- 29. Example of link to subscription form 29
- 30. Pop Up Opt Ins/ eBook & Online Chat 30
- 34. • Goal: • Build a deeper relationship • Introduce them to your service/ product • Do: Educate, be helpful, give more tailored content • Don’t: Be too salesy, send irrelevant content • Ideas: • Case Studies • Live Webinar • Longer Blog Post • Email course • Retargeting • Regular client eNews Interest
- 35. Sloan eNews 35
- 37. • Goal: • Convince your buyer to buy • Do: talk about product benefits, show off products/ service, offer discounts & promos, create urgency • Don’t: Overwhelm them with sales calls & marketing • Ideas: • Free trial • Free consultation • Sale Announcement • Automated email series your service • Testimonials from past clients Decision
- 40. • Goal: • Complete transaction • Retain customer • Instill Loyalty • Do: Be helpful, send educational content • Don’t: Stop interacting • Ideas: • Client eNewsletter • Satisfaction Survey • Discount or offers to existing customers • Welcome Guide Action/ Loyalty
- 42. HighJump 42
- 44. napkinmarketing.com Secret #4: Ask Permission
- 47. CAN-SPAM and CASL Compliant Forms
- 48. GDPR Compliant Subscription Form
- 50. Work With Us – Lead Generation Blue Print • Includes: • 60 min email marketing consultation: • Review of your current email marketing programs (2 samples & email marketing app login required) • Recommendation for growing traffic and leads • Sales Funnel recommendation & diagram • Lead magnet recommendations • Bootcamp Powerpoint with all examples • Value $499 – Currently FREE for qualifying companies • Apply Now: https://napkinmarketing.com/free-sales-funnel-application/
- 52. What did you think? • Review us on • Facebook: https://www.facebook.com/napkinmarketing • Google: http://bit.ly/2HPOHVe • Mailchimp: https://experts.mailchimp.com/experts/napkin-marketing
- 53. our team Adina Zaiontz Director Ravi Thakor Account Coordinator Cris Agefitei Web Developer Michael Gray Director of Business Development Kerry Brownell Graphic Designer Terri Kevany PR Advisor Lisa Goller Content Strategist Maria Dianes Web Developer Diana Velarde Senior Graphic Designer Josh Rachlis Copywriter Teylor Huang Account Coordinator Julio Solis Web Developer/ API Specialist
- 54. napkin marketing services napkinmarketing.com 54 SEO Web Design & Development Email Marketing Copywriting Marketing Strategy Social Media PPC & Digital Advertising Video Marketing Branding & Cooperate Identity
- 55. let’s make this work We look forward to working with you to make the most effective marketing campaign. napkinmarketing.com info@napkinmarketing.com T. 289.842.7180