Presented by Max Labelle

moonlightmidgeInternet and Web Development

Nov 18, 2013 (3 years and 7 months ago)

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Presented by Max Labelle

The Numbers Speak for Themselves


According to research conducted by the Direct Marketing
Association, email marketing generated an ROI of $43.62 for
every dollar spent on it in 2009. The expected figure for 2010
is $42.08. As such, it outperforms all other direct marketing
channels examined, such as print catalogues.



In
Datran

Media's 2010 Annual Marketing & Media Survey,
39.4% of industry executives said the advertising channel that
performed strongest for them was email. This was the top
result.


The Numbers Speak for Themselves


A Forbes study says marketers of all sizes should start with search.
48% of marketers said that search engine optimization (SEO) was the
best method for generating conversions online. The next
-
most
-
effective
conversion tactic for smaller marketers was e
-
mail and email
newsletters!



Why does email Marketing Work?


Email marketing works for a variety of reasons...



It allows targeting of potential clients


It is data driven


Affordable
-

at only around $15/month!


Save on paper, printing costs, and postage!


Link back to your website to get more traffic; more traffic
means higher search engine ranking


Provides valuable information to your clients that keeps them
interested in your content


Easily track who opens your email and what they are most
interested in!


Make known your latest projects or newsworthy items


Why does email Marketing Work?


Email promotions and offers generate immediate action:







Informative email newsletters and other emails send
people to offline stores and events, prepare the way for
catalogues, build awareness, contribute to branding,
strengthen relationships, encourage trust and cement
loyalty.



sales


downloads


inquiries


registrations, etc
.

Tips & Techniques


It's harder for a large company to use the kind of
human, personable voice that resonates well with
readers. Especially when trying to conform with
corporate and brand communication guidelines. So
this is an area where smaller businesses can
prosper.




Tips & Techniques



Each new subscriber should get an automatic welcome
email before the regular emails begin arriving.


New subscribers often need more education about your
company, your products and how you differ from
competitors than established subscribers.



Tips & Techniques

Be patient



The strong promise of email marketing is a double
-
edged
sword. Although the good returns attract interest, they also
tempt newcomers into setting their expectations way too high.


Give as Well as Take



Email marketing is a very effective tool when reaching out to
an established customer base by sending email messages
with true value.


As well as special offers, promotions or discounts, you can
also try including industry news or trends, asking customers
for feedback through surveys or adding their product reviews.

Tips & Techniques

Build a list respectfully



Any benefits can only accrue if you have people to send
your emails to. Not just any people, but those who
explicitly asked to receive them



Never buy an email list. There is no such thing as an opt
-
in list that you can buy. Think about it: would you ever put
your name on a list and give someone permission to
resell it over and over, thereby flooding your email
address with unsolicited offers? No, and neither would
anyone else."

Tips & Techniques


Get Specialist Help



All experts would suggest you use specialist software or
services to manage your list and emails. All sell such services
but they’re absolutely right.


A temptation for those new to the field is to send out marketing
emails using Outlook or similar email software. A mistake.


These were not built for that job and for just a few dollars you
can get specialist tools that take away the pain of managing
address lists, help get your email delivered effectively and give
you useful reports on who clicked on what link in your emails.




Tips & Techniques


Targeting
-

treat inactive subscribers differently



Your campaign reports let you see which recipients never click
on your emails. It's worth isolating these addresses and thinking
how you might recapture their attention.


A simple email to non
-
responsive subscribers that asks if they
have any questions stands out from all the promotional content
they (apparently) breeze past in their inboxes...just be helpful
and try to find out what you can do to create better campaigns.


If you've got access to your openers and clickers from recently
sent campaigns these are people who in general have more
interest. Target these recipients with your offers. Conversely, if
you have people that have never responded, give them your best
offer ever, and target those specifically.




Tips & Techniques


Just do it and stay committed



The lowest
-
hanging fruit is getting an email campaign
together in the first place. The point is to start and not to
wait until you have the world's most comprehensive email
marketing system in place.


Worry less about getting the world to pay attention and first
make sure you're in regular contact with your colleagues,
customers, clients and others with whom you have a
connection
.

Old Techniques
vs

New Techniques

Newspaper Advertising



The venues are new, but some of the same principles still
apply.



Now that news stories are available online and updated
in real time, newspapers are shutting down around the
world. They simply can’t compete with the ability of the
World Wide Web



You will get far greater reach and far better results if you
institute a pay per click campaign.


Old Techniques
vs

New Techniques


Many large companies underperform at email marketing
because of the inevitable implications of scale. There is a
temptation to focus on style more than substance, image more
than content.



Put some attitude and personality in your emails and your
recipients will want to hear from you


On a small list, SMEs can handcraft individual emails to the
best customers. Or use the tools provided by their email
marketing service or software to better match content, offers
and subscriber preferences.


Many people don't realize that even the very value
-
priced
services now offer the kind of tools and features only large
corporate accounts could have accessed a couple years ago.


Old Techniques
vs

New Techniques


Social networking is still an important part of marketing a
business, but the venue has changed. Instead of making
a physical appearance at a ribbon
-
cutting ceremony, the
modern business owner is better served by spending
time posting profiles at various social media websites
such as Twitter,
Facebook
, MySpace, and LinkedIn.



The rules for polite interaction haven’t changed; you just
have to develop relationships in a format that does not
allow for face
-
to
-
face interaction. It is imperative you
adopt a respectful tone and take an interest in other
members through the written word. Today’s internet users
know spam when they see it so curtail overt sales
pitches.


Old Techniques
vs

New Techniques


The
New Marketing Technique
is to use modern methods of
reaching potential clients. Email messages, a sales letter
posted on your web page, an online contact form, and a list of
your services online all function as your virtual sales staff. By
performing some basic website optimization for search
engines, you could simply get sales from those efforts.



The key to successful sales of anything relies on forming
relationships and reaching interested parties. No longer are
print ads, business parties, or telephone calls the way to
accomplish this. Instead, the internet makes it easy to
accomplish marketing tasks in the comfort and privacy of your
own home or office.


Choosing the Right CRM for your
Company


Companies that want to increase efficiency, improve customer
relations and target efforts on critical areas are finding
themselves looking more and more at Customer Relationship
Management software to help them. Unfortunately, selecting
the right software to meet a company's unique needs is not
always easy. There are things businesses can do to ensure
they know how to choose the right CRM solution.



While hiring a consultant is sometimes the best answer,
companies that have skilled IT support and responsive
supervisors can often get away without this extra expense.
When going it alone and still finding the right CRM solution is
desired, there are ways to hedge the bets of selecting just the
right software package or packages.


Choosing the Right CRM for your
Company


The things to consider include:



Desired capabilities:

Many business managers do not realize that CRM is not
always a single program or software package purchased from
the same company, but they are sometimes different products
all together.


If a company wants a system that can take orders online, notify
a sales agent of the purchase, log information into a customer
database and ensure that shipment tracking takes place, these
specifications need to be clear. CRM can do a lot of things, but
a company needs to be clear on exactly what is required to
match up the correct programming options.


Choosing the Right CRM for your
Company


Existing programs:

A full inventory of existing programs, how they work and
whether they can or should be replaced is also vital. This
can help a company further determine what is needed. If
integration with certain programs is ultimately desired, this
knowledge can help guide purchase selection, as well.



Employee training:

While some CRM solutions require very little employee
training, completely new software packages might. It is
wise to weigh the benefits versus the potential downtime
in regard to making a selection. Programs that integrate
with existing software and even function in a similar
manner might serve companies that cannot afford much
down time a lot better.


Choosing the Right CRM for your
Company


Careful selection:

With a detailed list of what is hoped for, what is truly needed
and how things should work, it is time to start reviewing the
options. All the above information can go into an RFP to help
streamline the process or a business can start going directly to
software companies to find a match.



Review of the options:

When RFPs come back or a few companies have been
selected, it is a very good idea to see the software solutions in
action. Live demonstrations, detailed summaries of what the
programs can and cannot do in comparison to the initial
requests and so on can all help ensure a solid decision is
made.




Social Media Marketing
vs

Traditional Marketing


Nowadays it seems that everyone and their mother has a
Twitter,
Facebook
, and/or a MySpace page. Social media
networks are incorporated into practically every aspect of our
lives. It is no wonder that the corporate world has
established ways to utilize the world of social media to their
benefit.


Business ventures of all fields and sizes are utilizing social
media marketing on a day to day basis. When

compared to traditional marketing strategies, how does
social media marketing differ?


Social Media Marketing
vs

Traditional Marketing


Traditional Marketing is Old Hat
:



The digital age has taken hold of society making
traditional marketing strategies nearly unfeasible. It is not
the outlet itself that makes traditional marketing
ineffective. The truth of the matter is that it is the theory
behind traditional marketing that makes it less effective
when compared to social media marketing.


Traditional marketing relies on the advertising itself to get
the jest of its message to the potential consumer. In
traditional marketing, there is no emphasis on the
consumer itself. This makes traditional marketing one
-
sided and flat to younger generations.


Social Media Marketing
vs

Traditional Marketing


Social Media Marketing Engages:


Unlike its predecessor, social media marketing is about “getting
to know” your potential customer. By utilizing social media sites
such as Twitter,
Linkedin

and
Facebook
, you give your
business a personality. Potential and current customers can
interact with you on a more personal level. Blogging and
“Tweeting” allow these individuals the opportunity to voice their
opinions about your services or products in a casual manner.



Instant Gratification:


When comparing traditional marketing campaigns to social
media marketing campaigns, the results of the latter can be
seen almost instantaneously. Forums, group postings, and
Tweets can garner results on a much faster level. With
traditional marketing campaigns, one must wait for the
numbers to come back which will then be analyzed to track
results.


Social Media Marketing
vs

Traditional Marketing



Cost Factors


Purchasing ad space in print publications, and airtime on either
radio or television networks can be pricey. Same goes for
billboard rentals and direct mailing. When traditional marketing
and social media marketing are compared, there is no
competition in this department. Cost factors associated with
social media marketing are practically nothing. In fact most sites
are free to join, and the only costs associated would stem from
internet access, labour, and advertising if you opted to utilize
the site’s service.


Social media marketing offers a higher return rate in a much
faster time frame. Additionally, social media marketing reaches
comparable levels of potential consumers when compared to
television and radio.









The Do’s and Don’ts of Social Media
for Business



Do use a future
-
oriented approach


It is not difficult to find information on the internet these days. This
information is archived and stashed away so that users can access it
for long periods of time. Anything you post on social media websites
should be future
-
oriented and tasteful so that it does not come back
to haunt your business at a later time. Social media for business is
part of building a reputation and brand recognition for your business.
A future
-
oriented approach will help you remain at the forefront of
your industry.



Do update regularly


Computer users like to see things that are pleasing to the eye, and
they also appreciate change. Leaders in the virtual world are
constantly tweaking graphics, photos and layouts in order to appeal to
users. Take Google for example; the basic logo on the homepage
changes every day. Update the look of your social business networks
on a regular basis.


The Do’s and Don’ts of Social Media
for Business


Do use pictures, videos and music


Modern computer users aren’t enthusiastic about reading
pages filled with text any longer. You need to start using social
media as an outlet to share information in other ways,
including pictures, videos and music.


Don’t be a snob

If you only gravitate toward other users that have huge social
business networks, then you might be missing out on an
untapped consumer base. Spread your attention and
marketing around to reach a variety of targeted audiences.
While users with large social business networks are appealing,
focus on developing strong bonds with lesser
-
known users
too.



The Do’s and Don'ts of Social Media
for Business


Don’t send mixed messages


If you truly want to start using social media for business effectively,
then you will probably need to use two or more of the most popular
sites. Make sure that your messages on these different sites are in
synch. It might even be appropriate to coordinate your graphics,
layouts and color schemes as well. Social business networks look
more professional if they possess uniformity and consistency across
the board.


Don’t forget to analyze your stats


Setting up social business networks isn’t enough to generate a surge
in traffic for your organization. You will need to revisit and revise your
strategies on a regular basis. You can do this by looking at things like
conversation tracking tools, monitoring the number of users visiting
your pages, and looking at what traffic comes from different links.
Statistics will indicate a variety of trends that can help you redesign
your approach to using social media for business.


.






Determining the best social media
outlets for your

business


Many businesses, particularly small businesses,
make the mistake of jumping onto the social media
bandwagon and engaging in social media because
everyone else is doing it. If it’s a social media outlet
they’ve heard of before, they have to be on it.



But beware of at least 6 myth’s about implementing
social media into your business as described by

B.L.
Ochman

of Bloomberg
Businessweek
:






Determining the best social media
outlets for your

business

1.
Social media is cheap, if not free.

Yes, many of the tools
that can be employed in social media marketing are free to
use. However, integrating these tools into a corporate
marketing program requires skill, time, and money.

2.
Anyone can do it.
There are a lot of computer whiz kids
who claim to be expert or even guru’s. Now count how many
have actually managed to create a successful social media
campaign, probably less than 10%.

3.
You can make a big splash in a short time.

Sure,
sometimes a social media campaign can produce substantial
and measurable results quickly. Social media is great if
you're already a star, but that doesn't happen overnight.



Determining the best social media
outlets for your

business


4.
You can do it all in
-
house.

Wrong! You need strategy,
contacts, tools, and experience

a combination not generally
found in in
-
house teams, who often reinvent the wheel or use
the wrong tools.

5.
If you do something great, people will find it.

Quite simply,
that never was true. Until you can drive traffic to your social
media effort, you've got a tree falling in the forest, heard only
by those standing nearby.

6.
You can't measure social media marketing results.

You
can use a variety of methods, including mentions on blogs
and in media; comments on the content; real
-
time blog
advertising results, and click
-
throughs

to your company
website. You can get very precise statistics from a variety of
sites, including Google Trends, Twitter search, and Google
Analytics


Determining the best Social Media
outlets for your

business


Having an effective social media presence requires
having a strong strategy geared towards reaching your
target markets. It also requires executing the proper
techniques to gain followers on Twitter,
Facebook
, or
subscribers on
WordPress
.


Of course, these specialists and agency services come at
a high price, according to Danny Brown, co
-
founder and
partner at Bonsai Interactive, in his blog post “The Real
Cost of Social Media.”
3

A salaried specialist typically
costs at least $50,000 per year, and a campaign
strategized and executed by an agency could cost
anywhere in the six
-
digit realm.


Determining the best social media
outlets for your

business


Arguably, the costs are worth the exposure, interaction and
versatility that social media permits. But many businesses
don’t maintain high enough advertising budgets to spend such
large amounts of money solely on social media. Furthermore,
many forms of social media aren’t necessary for every type of
business. Selecting the right types of social media is crucial so
businesses can make sure they’re allocating their budgets
efficiently and reaching their primary and/or secondary target
markets.



There are several important things to consider when selecting
the social media outlets in which your business should
engage:


Determining the best social media
outlets for your

business


Your overall strategy:


It’s important to select social media outlets that will help serve
your overall marketing and advertising strategy. Different types
of social media can reflect different types of communication. If
your business’s ad strategy is to gain a larger audience, using
popular social media such as
Facebook

and Twitter can help in
increasing awareness.



Your target markets:


If the target markets for your campaign use certain social
media and not others, stick to the outlets your targets use


primary or secondary. If neither your primary nor secondary
market is prevalent on a particular type of social media, don’t
waste time or money on that outlet.


Determining the best social media
outlets for your

business


Your competitors.



If you can figure out what social media outlets your
competitors are using and how they are using them, you can
determine what social media you need to be on to leverage
yourself against them. Also find what sites have not been
successful as you may want to avoid them as well.


Your budget.



The size of your budget will determine how many channels in
which your company can dedicate time and effort effectively.
Furthermore, it’s more valuable to have fewer outlets with
great content and conversation than many outlets that don’t
produce valuable content.

Determining the best social media
outlets for your

business


Social media is an incredibly valuable tool when selected,
utilized and measured correctly. Once you’ve selected
the right social media outlets for your company, make
sure to do your research or hire the proper specialists to
conduct a successful campaign and measure the social
media campaign’s results. The feedback you receive may
cause you to re
-
evaluate the social media tools you use
or how you use them.


For further information please call










For further information please contact:


Max Labelle

Director of Business Development

inContact

Software

1 866 290
-
6067 x111


mlabelle@incontact.ca


www.incontact.ca