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Part 2 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romaniahttp://www.michaelleander.me
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Email Marketing & Social Media Marketing Masterclass
- part 2 -
Michael Leander 01-11-11
More information here www.michaelleander.com | www.michaelleander.me
The 5 Step Plan to Better Community and
Recipient Engagement
Email and social media
THE MORE CONTENT YOU HAVE
THE MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE
THE MORE CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL GET.
THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.
Golden Rules of Engagement
Rule # 1: Be patient
4
Get critical mass & exponential growth
0
5
10
15
20
25
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
GROWTH IN SUBSCRIBERS
Check the community – click here
Your content concept
Your value proposition
Attract audience
Engage audience
Measure & react
First 30 days
Sign-up tactics
Automate
Social Media & Email Marketing Roadmap
Short attention span, loads of intrusion - how do you cut through the clutter?
Brain filter
Do I know you? Do I need you? Can I trust you?
Consumers and business buyers are becoming more and more cautious
Trust is critical
Your content concept describes
What you offer What the benefits of your
offering are Why your audience should
engage Frequency, security, Trust Think like a publisher
Tips for a great content concept
Be unique Be honest about what you
can deliver Manage expectations –
don’t overpromise
Unique, passionate, emotional, authentic, focused,
interactive, meaningful…
Learn about your audience before you develop your content concept
• Who/where are they?
• What are their interests?
• What are their problems?
• What sort of bandwidth connection?
• What else do they like?
Let’ see an example next...
Although I am banner blind, This add caught my attention
It says: Mindshare is looking for more friends” Click here
Case study with a great content concept -> long term build up
The click took me to this Facebook page
About us Tools
Inspiration
Seriously valuable to marketing professionals
<------ Integrating different
channels - > mobile media information
<------ Offer to send (postal)
media information -> capturing leads
The conventional approach • Add value • Participate in the conversation • Don’t spam • Don’t talk too much about yourself • Beware of frequency of offers vs. value adding info
95% of all businesses fail with the conventional approach
An unconventional approach can work too
It’s all in the mind box
Your turn to shine ! 5 minute excercise Describe your content concept
Next
Translate your content concept into your Value Proposition
Summary of the content concept = ESP
(Email Value Proposition)
Bullet list of benefits
gets attention
Showing or linking to a sample works well
The man has gone to ”extremes” to
explain the value ! Wonder why....
Go to this page and learn >> http://www.draytonbird.com/helpfulideas
Notice the headline
Vs.
How much information should you ask from people?
A: Sign-up for Free Trial
B: See Plans and Pricing
Your buttons matter!
Where is the value
proposition?
Version B First page
Version B Second page
Version A - One page
Version A’s one-page form boosted sign-ups from total traffic 51% and sign-ups from PPC traffic 113%.
>> http://www.facebook.com/sonyericsson
Interest - Desire
Action required
>> AIDA still works well <<
• Authenticity
• Emotions
• Proof
• Community driven
• Curiosity
Reveal page: Do something
to get permission
Result: 29% fill in the form
What about other types of social media? Do you know a content concept for those marketing channels too?
You need a content concept for YouTube too
See the movie here
The Blendtec story is an amazing story of how experimenting on a low budget turned into a huge success, which in turn generated significant revenue
And for Twitter
And for your blog
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: [email protected]
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