Effective Marketing

Transcription

1 Effective Marketing Patrick Zuluaga Better Marketing is Business Growth

2 Value Take Away What are you going to do to improve the effectiveness of your marketing? 2

3 What is your Key Business Objective for Marketing? 3

4 Successful Online Marketing Goal for each and every campaign Valuable & relevant content Powerful offers for your recipients Use landing pages to support Measure & track results 40/40/20 rule 4

5 Six Elements of Effective Marketing 1. Make your s worth reading Understand & profile your target audience Useful & engaging to your recipient Informative, educational and promotional Recipient feels special, important & privileged Send to the right people, the right message, with the right offer, at the right time and you will get the right response 5

6 Six Elements of Effective Marketing 2. Write effective copy Engaging and cutting through the clutter AIDA Keep it short and concise Use landing pages for support Speak to the recipient One to one Multiple proof read and test 6

7 Six Elements of Effective Marketing 3. Getting your opened & read Avoid excessive images (test with preview) Ensure your readers can identify your From Line: Two Parts From Name & From Address Be consistent (Up to 63.3% use the From Line as the most important factor to decide to open an ) Subject Line Keep it short & spell out the benefit (compelling to open) Make it urgent 7

8 Six Elements of Effective Marketing 4. Give your recipients what they want Target profile using segmentation Capture interest & preference at sign-up Survey to ask feedback and opinion Use information to become more relevant Formatting for mobile devices 8

9 Six Elements of Effective Marketing 5. Get responses with Call to Actions What do you want the reader to do? Why should they do it? How can they take the next step? 9

10 Six Elements of Effective Marketing 6. Measure, track, analyse and adjust Measure results against objectives & goals Track and analyse the trend Test A/B messages for responses Learn as you measure and track trends Adjust as appropriate to achieve better responses Marketing without measuring your results is not marketing but wishful thinking! 10

11 Strategies and Tactics 1. Integrated multi-media marketing 2. Improve results with behavioural targeting 3. Leverage relationships to build lists 4. Determine the optimum send time/day 5. Date driven automated campaigns 6. Provide uniqueness through the channel 11

12 Persuasion-Conversion Funnels Driving Point: point of contact Funnel Point: supporting landing page Resolution Point: information to reduce friction factors Way Point: selling persuasion touch points or call to actions Conversion Beacon: customer can demonstrate willingness to convert Conversion Point: Confirmation of the call to action 12

13 Landing Pages 1. Send response to the conversion/landing page 2. Continue the conversion process 3. Match your landing page to your call to action 4. Consistent look & feel for your message 5. Provide a clear conversion path Conversion/persuasion scenario 6. Minimise any and all distractions 7. Use daughter windows for support information 13

14 Metrics: Testing, Tracking & Tuning Days to Send Send Times Open Rates & Times Click-To-Open Rates Conversion Rates 14

15 Applications Dynamic conditional content Sharing with social networks Mobile & tablet devices Video popularity Multi-media integration (i.e. QR Codes) 15

16 Value Take Away What are you going to do to improve the effectiveness of your marketing? 16

17 Subscription to marketing articles, advise, hints & tips e-newsletter Ask a marketing question patrick@pmzmarketing.com.au 17

18 Contact Details Patrick Zuluaga Director PMZ Marketing M: E: W:

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25 6 winning characteristics for Call to Actions Visible place at beginning, middle and end Clear use simple words or short phrases Compelling action oriented (i.e. save now!) Rewarding incentive to take action Urgent - specify a limited time period or quantity Direct how they can take the action (use hotlinks and other dynamic elements to facilitate action) 25