Transcript Pre Conference Workshop: Overhaul Your Marketing Strategy Presented by Brad Kleinman, David

Pre Conference Workshop:
Overhaul Your Marketing
Strategy
Presented by Brad Kleinman, David
Toth and Jeremy Borger of
WorkSmart Integrated Marketing
www.WorkSmartIM.com
4/27/2020
1
Pre Conference Agenda
•
Part 1 : Traditional Marketing
– The Four P’s
– Market Research
– Strategic Partnerships
– Print Collateral
– Press Releases and Media Relations
– Networking events
•
Part 2 : eMarketing
– Website
– Email Marketing
– Search Marketing
– Social Media
•
Part 3 : Question and Answer
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2
Part 1
PartMarketing
1
Traditional
Traditional marketing
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3
Creating a Marketing System
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4
The Four P’s
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Market Research
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Strategic Partnership Strategy
•
•
•
•
Why to build relationships
How to build relationships
Mutual expectations
Organizations to partner with
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Print Collateral
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Your Media Kit – Duct Tape
Marketing
1. Your Case Statement
2. Your Difference Summary
3. Your Ideal Client/Customer Description
4. Your Marketing Story
5. Your Product/Service Offerings
6. Case Studies
7. Testimonials
8. Client List
9. Processes and Checklists
10.Articles
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Print Collateral
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Media Relations
• Develop relationships with the media
• What’s press-worthy?
– New program launches
– Conference announcements / keynote speakers
– Success stories of clients
• What to include in a press release
– Quotes from program representatives
– Statistics
– Who/What/Where/When/Why
• Online Dissemination
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It’s all about networking
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Part 2
Online Marketing
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Creating a Marketing System
Website
Traditional
Email
SMO
Video
SEM
CRM
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Interesting Website Statistics
1. 80% of users scan pages instead of
reading word-by-word
2. Only 10% of users scroll below the fold
3. You only have 10-15 seconds to convince
visitors to stay
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Your Website
• Layout and design
– Capturing their attention
– Utilizing social media
– Getting them to come back
• Optimizing for conversion
– Having a call to action
– Gathering their email address
– Using Google analytics to monitor success
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Website Must-Haves
• Call to action
• Quick load time
• Formatting
• Tell your story
• Easy navigation
• Contact info
• Strong headlines
• Contact form
• Enticing copy
• No pop ups
• Up-to-date info
• No frames
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The F-Pattern
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Copywriting – Make it
Scannable
Highlighted
keywords
Bulleted lists
Inverted
pyramid style
One idea per
paragraph
Half the word
count
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Capture Attention Immediately
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Capture Attention Immediately
• Engaging content
– Strong poignant messaging
– Impactful imagery
– Educational slideshow
– Engaging video
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Copywriting – Make it
Scannable
Highlighted
keywords
Bulleted lists
Inverted
pyramid style
One idea per
paragraph
Half the word
count
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Have a call-to-action
• Potential calls-to-action
– Click here to learn more about…
– Forward and backwards buttons
– Take a survey
– Watch a video
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Call to action Buttons
• Color
• Location
• Language
• Size
• Margins
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http://www.leemunroe.com/web-design-trends-call-to-action-signup-download-buttons/
Google Analytics – Tracking Success
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Track Social Media Referrals
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Setting up your website
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Embedding the code into
your site
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5 Important Metrics
1.) Unique
Visitors
2.) Time on
site
4.) Referring
sites
3.) Bounce
rate
5.)
Conversions
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Goals Overview
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Setting Up Goals
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Goal Settings
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Defining Funnel
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The Goal Funnel
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Use Google Website Optimizer
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Your Email Campaign
• Planning
– Developing a strategy
– Campaigns
• Design, layout, and content
– Getting through the spam filters
– Increasing click-through
– Optimizing campaigns
• Tracking and Follow-up
• Easing the pain
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Your Email Strategy
• Get to know your customers (market
research)
• Content versus promotion
• Leverage contributors
• How will you connect email to offline
techniques?
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Choosing Your Provider
• Multiple providers out there!
– Constant Contact
– iContact
– MailChimp
– OnMarketer
– Vertical Response
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Building Your List
1. Sign up forms throughout your website
–
WIIFM?
2. Beware of too many form fields
–
More form fields = less likely to fill out
3. Ask for email when students are signing up
–
Make it a requirement
4. Networking Networking Networking
–
Ask when you receive their business card
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Email Design, Content and
Layout
1. Focus on content not promotion
– 80%/20%
2. Make sure there is a clear call-toaction
– Above the fold (above the scroll)
3. Use ‘click here’ and bright colors
sparingly
–
Alerts spam filters (run spam checker)
4. Take advantage of the F pattern
–
Use headlines and a columned layout
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Segmenting Your Lists
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Email Campaigns
1. Monthly email newsletter
– Multiple segments
2. Targeted email blasts
– New products, upcoming events and webinars
3. Auto-responders
– What do they get when they sign up?
4. Drip campaigns
– What they receive over a period of time
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The ‘Subject’
• Study of Best and Worst Open Rates from MailChimp.com
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Examples of Awesome Newsletters
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Examples of Awesome Newsletters
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Examples of Awesome Newsletters
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Tracking Results
• How do you measure success?
1. CTR (Click through rate)
2. OR (Open rate)
3. Conversions
4. Subscriber list growth
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Tracking Results
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Use Split Testing
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Connect to Google Analytics
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Easing the pain
1. Calendarize Calendarize Calendarize
– Place monthly blast campaigns in your group
calendar
2. Assign topics to team members
– Focus on content not promotion
3. Leverage your community
– Have them write blog posts, and use email blasts as
blurbs
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Some Search Statistics
• 7.3 billion searches conducted monthly in US
• Search engines organize and prioritize the 5.5
billion web pages that compete for the Internet
users’ attention.
• 85% of Internet users use search engines
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How we search
# of results viewed before click
Only a few
23%
First page
39%
First 2 pages
19%
First 3 pages
9%
More than 3 pages
10%
-- iProspect, 2006
How many words we search with
1 word
23.4%
2 words
26.3%
3 words
21%
4 words
13.4%
5 words
7.4%
6 words
3.9%
7 words
2%
8 words+
2.6%
-- HitWise, 2006
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Organic VS Paid Search
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SEO VS PPC
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To Succeed with PPC…
• Research keywords
– Traffic and competition
• Segment your market
• Create landing pages
• Track campaign success
• Test, Test, Test
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eMarketing Best Practices
– SEM
1.Use title tags
2.Key in to your keywords
3.Inbound links!
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On-page SEO
1. Title Tags
2. Meta Tags
3. H1/H2 tags
4. Alt tags
5. Deep links
6. Clean code
– No frames
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On-page SEO
1. Title Tags
2. Meta Tags
3. H1/H2 tags
4. Alt tags
5. Deep links
6. Clean code
– No frames
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Tools for SEO – Website
Grader
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General SEO Tips
1.)
Optimization
requires an
ongoing
process
2.) Talk with
your
customers
3.) Be in the
business of
content
creation
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Budget Line Increases VS Decreases
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Significant Barriers to Adoption
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What is Web 2.0?
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The Technology & The tools
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Introduction to YouTube
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Uploading to YouTube
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Introduction to Twitter
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Twitter Basics (Twasics)
• @ Replies
• Direct messages
• Retweeting
• TinyURLS
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Growing Your Followers
Follow
the 90-10
rule
Be
personal
and
authentic
Promote
great
content
Retweet
Find local
twitterers
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Facebook – The Social Network
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Facebook Stats
• General Growth
– More than 300 million active users
– More than 150 million users log on at each day
– More than 2/3rds of users are outside of college
– Fastest growing demographic is 35+ years old
– About 70% of Facebook users outside the US
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From
Facebook.com
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Facebook Demographics
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Facebook Demographic Growth
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Getting Started
• Optimize your profile
– Basic info
– Personal info
– Contact info
– Education and work
– Privacy Settings
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Facebook Share
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Facebook Connect
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Facebook Public Profiles
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Part 3
Question & Answer
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Pre Conference Workshop:
Overhaul Your Marketing
Strategy
Presented by Brad Kleinman, David
Toth and Jeremy Borger of
WorkSmart Integrated Marketing
www.WorkSmartIM.com
4/27/2020
80