Transcript Internet Marketing

How we can improve YOUR
online marketing
Housekeeping
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Toilets
Emergency
Phones
Partners
Stuff
e-marketing
By greenmessage
The environmental communication
specialists
Content
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What is marketing
E-Marketing
Targeting
Content
How to read stats
How to turn warm leads into sales
Marketing Strategy
“The purpose of your marketing strategy
should be to identify and then
communicate the benefits of your business
offering to your target market.”
Source :- Business Link
What is marketing?
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Identifying what your target customer wants
Pulling not pushing
Identify your USP
Looking good – Branding
Use emotion
– Safety – healthy – environmental etc.
• The step before a sale
Traditional Direct Mail
• Last year the UK spent over 2 billion
pounds on traditional direct mailings
• A good direct mail campaign will get 1%
open rate
• Therefore 99% was wasted!
• Imagine the energy and materials being
wasted on each mailing and the lack of
results
E-marketing
• The most
– Powerful
– Flexible
– Cost effective
– Measurable
– Time driven
• Form of Marketing
Lets play the targeting game!
• A clean and healthy way of understanding
the difference between marketing and
target marketing
Targets
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Use your database to target the message
Use not only contacts but light touches!
Collect business cards – goldfish bowl!
Segment by marketing strategy
When and what they want to see
Remember to update
your database every
month!
Legal requirements
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Permission Marketing
Managed Unsubscribes
Legal, Decent & Honest
Advertising Standards Authority
Data Protection Act
Market research
• Use e-newsletters as your market
research
• Create product/service subjects
• Measure click throughs
• Establish what people look at
Content
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Well thought-out with punchy words
Relevant pictures
Links to your own web site
Spam words! - A must
Platform checking! - A must
Auto responders
Triggers
150 words per
article is great
Timing
• Timing is everything
– Same time every time
– Not Mondays or Fridays
– 10.00 am to 4.00pm is ideal (Not lunchtime)
E – Newsletter stats
• The only marketing which is totally
measurable
• Real time results
• The ability to create warm leads
• Salesman's dream!
Stats – the must have list
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Unique opens
Links to your website and others
Bounces
Unsubscribe
Forwards
Triggers
Auto downloads
What next
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Reap what you sow
Follow up calls they are warm now!
Seek feedback
Learn what people want to see
Plan next e-newsletter well in advance
The follow up is so
important as it is
what seals the deals
Now what
• E-marketing is the most powerful and cost
effective tool in your business growth plan
• Create a plan
• Work the plan
• Measure the outcome
• Review and improve
Now lets break
• Coming Up: Mark with the power of the
internet and how to make it work for you