Effectively Harness The Power Of Marketing To Increase Your
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1 Effectively Harness The Power Of Marketing To Increase Your
2 Welcome! Kate Barrett Director
3 A Little About Me
4 Why Marketing? ROI for campaigns rose 53% to an average of 38 for every 1 spent in 2014 (increasing from in 2013) Positive ROI: 20% receive an ROI of 1-5 Strong performers: 43% get a ROI of Top segment: 36% produce 51 or more Source: The DMA National Client Report 2015
5 Key Benefits A targeted, direct way to contact your subscribers Build a relationship with your database. Prompt sales from new customers Gain feedback from your customers Fast delivery Trackable, measurable results Personalised communications
6
7 Tips to maximise engagement with your campaigns
8 Grow your list organically and optimise your sign up process
9 Step 1 - Get an Explicit Opt In Build a list of subscribers who are truly interested in your products/services The strength of your opt in is heavily linked to the engagement of your list going forward
10 An address is a valuable asset Few people want to subscribe to a newsletter Remember: WHAT S IN IT FOR ME
11 8 Opt In Offer Ideas (Lead Magnet) 1. E-book 2. Video / Video Series 3. Special Offer 4. Webinar / Live Google Hangout 5. Members only content 6. Workbook 7. Checklist 8. Challenge
12 Strong compelling headline Precise benefit driven call to action Be honest, open and transparent Easy to use, clear form - Only relevant information collected
13 Sign Up Form Best Practice Examples Compelling reason to subscribe Key benefits outlined Non checked opt in Link to privacy policy
14 Advertise it! On your website - Header, footer, end of blog posts, sidebars, pop ups etc. Through Social Media channels Over the phone (customer service calls) From PPC Campaigns Anywhere a touch point exists
15 Plan it & send interesting, relevant content
16 Know what you want to send & when Create a content schedule o Public Holidays o Key Events o Newsletter Frequency o Special Offer s Plan content outline for each
17 How do I make my content relevant? Find out about your subscribers Ensure you use the information Only ask for relevant information Deliver what they expect to receive
18
19 Using The Information Gathered Look at your database Define segments (commonalities between subscribers) Different sections of content dependent on recipient segment
20 Grab Their Attention Speak to segments individually to provide targeted, relevant content Be impactful and add value with your content Deliver what they want, when you said you would send it be consistent
21
22 Triggered s Triggered messages average 152% higher click-through rates than "business as usual" marketing messages. Institute "3 Key Trends in Marketing & What to Do Now" (2013)
23 Send a Welcome 10x higher transaction rates and revenue than bulk s 5x more opens 4x more clicks. Source: Experian Marketing Services report
24 Welcome Welcomes Includes a whitelisting & thanks new request Gives Prompts for more information subscribers other options with the for offer of a competition in connecting return Outlines for completing the benefits a short of the survey s
25 Create a targeted sales funnel Series of s First 30 days of the relationship are critical Provide added value and build the relationship Lead to prompting a sale
26 Examples of Other Triggered s Demographic Based Birthday s sent on or before their birthday Behaviour Based Visited a certain page/product category/haven t made a specific interaction in X days (logged in, engaged with etc.)
27 BIRTHDAY EXAMPLE
28 Examples of Triggered s Purchase Based Transactional Messaging Abandoned Basket s Haven t yet purchased Haven t purchased again in X time Review Request
29
30 Summary 1. Grow your list organically and optimise your sign up process 2. Plan it and send interesting, relevant content 3. Make your life easier and automate your campaigns (triggered s)
31 Sounds like a lot of work?! Don t worry! Choose one campaign at a time and start there But in order to create an marketing programme that is responsive and generates revenue, you need to dig deep
32 Any Questions?
33 #idmacademy IDM short courses: theidm.com/training IDM qualifications: theidm.com/quals IDM membership: theidm.com/join To speak to a training advisor, please call or corporatetraining@theidm.com
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