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Category: 6 Increasing Response and conversion

You can’t write! 5 Minute Marketing - Tips and Ideas, 6 Increasing Response and conversion

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Let’s be honest here.
Despite what the marketing experts tell us. Some of us cannot write. Not a Newyork best seller nor a sick note for the boss. Putting interesting words together into a coherent attractive whole has never been a core skill.

I have something to tell you. It doesn’t matter.

Sheepstealer Clothing is a small sports clothing brand in Ireland. It is a personal project where I get to have fun designing t-shirts for passionate fans. It has become my playground to try out different types of marketing. But I have a small issue. I do not know enough about the sport to write about it.
The sport(s) in question are unique to Ireland. Gaelic football, Hurling and Handball. (Read here for a great American perspective of Hurling). It is fast, skilful and great fun to watch with a crowd. I am simply not a sporty person.

What do you do when you cannot write about your market? What I did with sheepstealers is use one of my own core skills. I drew it.
The important thing about content is that it is interesting and adds value for a reader.
I took existing information on the sport and created new interesting visuals around it.
Great, funny quotes from the sport, a guide to the game of hurling or combining other crossover interests.
Infographics are a prime example of this technique. They take existing information, statistics and other data and create a new visual representation of it to help the reader better understand.

The result is new content, updated often, of interest to the market and very sharable. The added bonus is this content now appears in Google image search as well and can be posted on sites like flickr. And it all came about because I couldn’t write.

You can’t write.
So what other skills do you have that can add new value to existing content?

5 Daily Steps To Get More Subscribers, Followers & Fans 1 Growing Your Business, 6 Increasing Response and conversion

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You have a blog, email newsletter, facebook page and twitter account. Now what?
You got yourself set up. You are blogging weekly and sending links out via email, Facebook and twitter but you are starting to feel like you are talking to yourself. In fact looking at your follower numbers you are talking to yourself.
Here are 5 steps to start building an audience. One for each working day of the week.

Monday: Find people to follow on twitter.
There are a few ways to do this effectively.

  1. Use http://tweepz.com/ to search for a keyword in a users profile. Example “Director of Marketing”.
  2. Nearly every conference these days have their own hash tag to people can link and follow proceedings throughout the day. For example everyone tweeting from and discussing the Advertising Technology conference AdTech uses the tag #Adtech. Search the #Adtech keyword at http://search.twitter.com and it returns all the people who tweeted during the conference.
    Find out what conferences related to your business and find out the hash tag.
  3. Find a leading commentator in your area of interest. Look at who they follow and who follows them. A tool such as http://tweepi.com can help with this.
  4. Check out the twitter directory http://wefollow.com/ or search http://followerwonk.com/ to find people in your market and start following. Don’t forget to add yourself so others can follow you.

The following Monday use a tool like http://tweepi.com to follow everyone who is following you and you are not following back.
Unfollow everyone who did not follow you back last week to leave room for you to follow new people this week.

Tuesday: Post exclusive content on your Facebook page.
Tell people on your blog, twitter and email to go over and check it out and respond.

Wednesday: Ask a question on your blog and ask people to comment.
Tell people on the blog, Facebook and Twitter you are sending out your newsletter soon and they need to be subscribed to get it.

Thursday: Retweet others.
Comment on their Facebook page. Leave a comment on their blog post or write a longer blog post to reply to their points. They are more likely to follow you back.

Friday: Tell everyone on Facebook, Twitter and your email to check out this weeks blog posts.

Every Day:
Check for people talking to you and reply.
Search for keywords in your industry on twitter search and Google alerts and add your 2c.
Tell everyone about any new content or news you publish.

Photo by Anirudh Koul

Email for Sales and Marketing – Talk from the Dublin Web Summit 1 Growing Your Business, 6 Increasing Response and conversion

Below is a talk I did at this years Techstars Startup Bootcamp seminar as part of the Dublin Web Summit. It is an overview of how email can be used to build the value and reach of your business and reduce your workload.

Transcript from the talk:

Email is dead!
It has been killed by IRC, by blogging, by MySpace, Friendster, Twitter, Facebook and Google Wave if you remember. And like a Bond villain, while they’re explaining their plan to exterminate Bond, Bond has slipped off, got the woman and has set the bomb.

Now, a few companies, I just want to highlight, that are based upon email, Groupon, you might have heard of, which recently turned down an offer from Google for six billion.
This guy Paul, actually his second name has just gone blank on me, he sold his email list for eight million and it was Help A Reporter Out . Which is a simple list, newspaper reporter has a story he’s looking for sources and they fire an email out to the database. He sold that database for eight million.
Trillist Nation last year hit ten million in sales and two million subscribers.
Daily Candy , which is probably one of the bigger email lists here, it sold to Comcast for $128M and these are basically databases of email subscribers, which are emailed to often with offers, cool places to go to, things to see. So that shows the value that email can be to your business.
The Direct Marketing Association of America put the value at thirty, around thirty Euros, and that came in slightly under organic search in terms of return investment.

So a few points to help you use email effectively in your business:
Capture subscribers everywhere, and I mean everywhere, even here as your exchanging business cards, ask can I add you to my new newsletter list.
This is probably how you’re doing marketing currently. You’re doing it scatter shot approach, blogging, you might be doing a podcast, you’re putting stuff out on Twitter, on LinkedIN, Facebook you’re maybe doing flyers, newspaper ads, I suggest on each of those points of contacts that you’re putting out there, you ask for users email details, because the value to your business is going to be building up that email database. That database of leads, people who are interested, that’s where the long-term value in your business can be built up. That’s just pulling all those points together and kind of centered them around your email database. I’m constructing this kind of framework at the moment around a marketing loop. So on each of your points of contact, you’re asking for an email subscription and you drive future contact through that email. You’re driving people to your Twitter, you’re driving people to your LinkedIN, you’re driving people to you Facebook. It’s prompting instant reaction, you now become in charge of your contact, with are prospects, which are customers, and you then hold that value. Facebook, tomorrow could suddenly start charging one thousand Euros a month for a business page and not letting you take out your contacts, whereas if you’ve got that email address, With the email address, I think Flowtown was mentioned earlier, I think they’re changing their services at the moment so I’m not too sure, but it’s a service that with the basic email address you can find out a subscribers Twitter details, their Facebook details, their LinkedIN details and with a basic email address you can find a full profile across the web, not just within the silos of Twitter, of Facebook or LinkedIN, and that’s where your long-term value is.

So, what do you do with those email addresses once you have them? It’s very, very simple, send a monthly ‘We’re not dead’ email, just to keep contact with them, let them know you’re still alive. Keep yourself within their frame of reference. They might not need you now, but down the line they think, I need a service like…oh I got that email. So that’s your ‘I’m not dead’ email.
Keep it short and sweet and keep it often.

Second, ask your subscribers to buy stuff. You might remember the marketing loop, this is how that would then turn into a sales email. So you pick a segment of your subscribers, which are of particular interest, it might be in a particular area, they might have bought from you previously. You pull them out of the marketing loop into a sales process. Whatever it might be.

I’m going to ask you all to stand up for this. I’m sorry for the guys with laptops. A bit of audience interaction here. I hear a few curses up there. All right, so I’ve just chosen to target a sales email at you, so I’ve created my email, for there’s about a hundred people in here but each of you will count for about a hundred people, so I’ve created my email, a thousand subscribers here, now I’m going to test two versions of the email with different headlines to see which gets the best reaction. I’m going to go send it out to two hundred people, one hundred people get one, one hundred people get the other. From there I’ll see which one gets the best results. Now I’ll ask the two lines at the back, sit down please.
Now I send the winner to the remainder of you guys, eight hundred people. Of that, only about two hundred people are going to open. So, everyone but the front two lines stay standing. Sorry, front two stay standing, everyone else sit down please.
Of those two hundred about eight will click, so I’ll just ask this line here to stay standing, everyone else sit down.
Of those eight, only about one will buy and for the purposes here, that’s Des at the end here, now Des has just sold a day’s worth of consulting through that sales email. And probably cheap, I know Des, what you charge a thousand Euros for a day’s consulting , excellent value by the way. Now, he just spent ten Euros on that email, send it out and he’s just earned one thousand Euros from it. That’s a typical example of a sales email from a database that you’re keeping current and you’re keeping in that marketing loop. I’m going to say if you’re not getting at least that, you have a few problems.

An econsultancy.com survey, this year, they surveyed all their members and they went out and surveyed people on the street, and they placed email ROI second behind organic SEO which I think I covered earlier.

Stalk your subscribers!
There’s an amazing amount of information you can get on your subscribers. We talked earlier about Flowtown.com and how you can guess where else they populate on the web. Through your email statistics and tracking, so that sales email you sent out, you can see how many people opened it, who opened it, when they opened it, any bounces any dead emails in there. That’s hugely valuable data. There’s a company I heard of recently and they were sending out targeted emails and they’re actually tracking the time that you opened that email. They’ll send out any future offers based on that time, because they know generally you’re sitting in front of the computer at that time and are more likely to react.

Automate your email as much as possible. We all don’t have a lot of time. This is behind the curtain of our own web app and so we’ve built our own auto-responder system, and in it we can set up emails so any interaction a user has on our system, gets tracked and can trigger an automatic email. So they’ve just signed up, the system can send an automatic email. They’ve signed up but they haven’t checked out the system in a couple of months, we can send out an email. They just bought, we can send out an email with other items they might also be interested in buying, based on that. The value in a relatively simple system is immense to your business. You can build your own, there are systems out there that you can use as well, auto-responder systems that don’t necessarily give you the same flexibility as if you built your own, but can be a starting point. An example from DropBox, you haven’t used our system in a while, can we help you, anything we can do. You’ve just bought a room at the Luxor hotel, why not try our restaurant as well, as you’re in the buying mood if you buy now instead of when you arrive you get a discount.

Re-marketing, now this is a new area for , I would say, and it’s something that I’m getting very very excited about. Re-marketing is, touched on earlier, but tracking a user through your system. Track a user through your shopping cart system right. As early in the process as you can get a contact detail for that user, and if they drop out during the checkout process, for any reason, follow-up with them and ask why. Eight-seven percent of consumers abandoned carts, but only five percent say they will return to complete the purchase, but you should instigate that return with a very simple email. So, we’ve seen sales funnels earlier, at the end of the sales funnel, during the checkout process, that’s where you’ll see at the drop-outs. But there’s no reason you can’t track what they put in their shopping cart system and at what point the dropped out. If two hours later and you see they still haven’t completed the checkout process, fire out an email and say your shopping cart is just about to expire, return quickly and complete the purchase. Or if you know they’re definitely not going to return and pay the same price, offer them a discount. We’re not offering fifteen percent off, it just happens to be the same item you were looking at. Do you want to buy now? You can see a lift in probably about twenty-five percent of sales just through that technique alone, it’s well worth looking at.
A few examples, Skin Store thank you for your recent visit, you left some items in your bag, as a courtesy we saved those items for seven days. Click here to view your shopping cart.

So that’s a quick overview of email and possibilities of email marketing and email sales. I heavily suggest you look into it directly, there are huge opportunities. Email has been consistent over the last umpteen years in making money for business.

Social is shiny and email is money.
All right, thank you all.

The Power of Words 5 Minute Marketing - Tips and Ideas, 6 Increasing Response and conversion

Before you add the subject line to your next email have a look at this.

Update.
The above video is a remake of this:

I think the English one benefits from tighter editing.

Effective email list growth tactics 6 Increasing Response and conversion, Email Newsletter Templates

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Great chart today from Marketing Sherpa on the most effective strategies for building your email subscriber list.
They surveyed 1,100 marketers not just about which strategy pulled in the most email addresses but which brought in the highest number of quality leads.
Notice how the highest quality comes at the point where a person is most engaged with a business.

Look around to see where you have most contact with customers and prospects. What if you asked for an email address?

Be pleasantly persistent! 6 Increasing Response and conversion

There is a balance in email marketing that can be summed up in these three words.

Be pleasantly persistent!

How we get business when talking at a conference 5 Minute Marketing - Tips and Ideas, 6 Increasing Response and conversion

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In this post I will not be covering how to present like Steve Jobs or how to make your content riveting. Other people have covered that very well. Instead, I will reveal a few simple and effective strategies that I have developed by speaking at various conferences and events over the years.

It is very easy to get a speaking slot talking to a willing, captive audience for an hour. What you don’t want, is thinking was it worth your time a week later. Since then, you have heard nothing more about it. No one came back to you with feedback. You received no sales leads. So what exactly did you get for your time and effort? Leads, press, feel good factor, made more contacts … Nope? Then read on and become a conference ninja.
Even if you do not get the keynote or the biggest standing ovation, you can come away with more value than those guys if you follow these steps.

Below you will find 3 simple steps to ensure you get the most from your speaking event

  1. People talking about your presentation online and off
  2. Capture your audiences’ contact details to follow up with them later and keep them in your marketing loop
  3. Attract new readers and prospects by spreading your talk to all four corners of the globe.

1. Make it Tweetable

Dan Zarrella in Hubspot did some interesting research on this. Chris Penn does it well. On each presentation screen condense your key point into a 140 character long tweet.
Example “@alanorourke says 68% of men snore in bed compared to 20% of women. Who are the remaining 12%? #conferencetag”
And tell the audience TweetThis:
Not only will you have your audience sharing and talking about you but it helps condense your key points to take away with them.

2. Capture the listener

When I started out I was so proud that I managed to get up and talk in front of an audience.
But I would get back to the office and my business partner would ask was it worth it and I would struggle to say yes. Realistically, it is very rare for an audience member to leave a talk and immediately call your company to buy your product or service. Most likely they will write down a few things and make a mental note to look at your website and follow up with you later. Then they get back to the office to catch up on the work they missed. Consequently that mental note to call you slips further and further down the priority list until it is forgotten completely.
This is where you need to take the initiative and maintain that contact. But how do you get their details in the first place?

Here are a few ideas I have tried in the past:
I have put resources online such as a downloadable ebook, report, planner, calculator, even a free graphic template. Anything you think would be useful to your audience. Mention these resources in your talk and tell your audience where to download them for free. In return they must provide an name and email address to complete the download.
One example that has really worked well for me is offering an ebook, that ‘normally’ costs $39, free for conference attendees.
Not everyone will go online so take a few printed copies of your eBook with you and tell the audience to come up afterwards to get one. Then ask for their business card to email them in future. If you have nothing to offer then offer a copy of your presentation itself. Ask them for an email address and you will send them a copy of the slides and audio after the event.

3. Talk once publish EVERYWHERE

I love squeezing additional value out of work I have already done. It is very satisfying.
So what else can you do with your presentation? A quick list:

  1. Record the audio (I have used the voice recorder in my iphone for this)
  2. Record the video (more work but can be worth it)
  3. Send the audio for transcription (I have used Odesk for this)
  4. Upload the audio, transcription and presentation to slideshare.net
  5. Then embed it on your website.
  6. Upload the video and transcription to YouTube (and other websites)
  7. Turn the transcription into a blog post
  8. Turn the blog post into an eBook
  9. Distribute your eBook to through sites like Amazon etc.
  10. Send links to Twitter, Facebook, LinkedIn every time one of the resources above is published.

Related reading: Save $180,000 on your next tradeshow and beat Microsoft.

Photo: Alastair McDermott

Great email from LinkedIn 5 Minute Marketing - Tips and Ideas, 6 Increasing Response and conversion, Email Newsletter Templates

Fantastic email from LinkedIn today.
Terrifically personalised, relevant, interesting and social.
It also plugs nicely into one of the top driving forces of social media reported by a Harvard study (Sorry I cannot find the link again). The top use of sites like Facebook is people like looking at photos of those in and out of their network. I must say what a good looking bunch of people you are.

Can you use more customer photos and profiles in your emails?

If you want to connect with me on LinkedIn you can find me here. Let me know you are connecting because of Toddle.

Marketing Campaign ROI Calculator 1 Growing Your Business, 6 Increasing Response and conversion

Marketing Campaign return on Investment Calculator

Do you know how much a marketing campaign will make before you spend a $1?
Is Twitter earning you money? What about Facebook?
How much is an average lead worth to your business?

We have put together a very easy ROI (Return on investment) calculator for you to use with every campaign. Very quickly you will know where is better to spend your marketing budget and which campaigns are wasting you money.

Launch the ROI Calculator

This works for Email, Adwords, Twitter, Facebook, Offline, Advertising and even your website.

Download the Excel Template

Marketing Campaign return on Investment Calculator

Download the Campaign ROI Calculator Spreadsheet

Measure which campaigns make money. Improve them. Show your boss. Get a raise. Retire early!

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