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Building community at Rodirect 11
1. Email Marketing & Social
Media Marketing Masterclass
- part 2 -
Michael
Leander
01-11-11
More information here www.michaelleander.com | www.michaelleander.me
2. The 5 Step Plan to Better
Community and
Recipient Engagement
Email and social media
3. THE MORE CONTENT YOU HAVE
THE MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE
THE MORE CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER
PROFILES THE MORE USERS AND CONTENT YOU WILL GET.
THE EASIER IT IS TO DO TRANSACTIONS
THE MORE USERS YOU WILL ATTRACT.
5. Get critical mass & exponential growth
25
GROWTH IN SUBSCRIBERS
20
15
10
5
0
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time
8. Your content
concept
Measure &
react Your value
Social Media & proposition
Email Marketing
Roadmap
Automate Sign-up
tactics
Engage Attract
audience audience
First 30
days
9. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Brain Do I need you?
filter Can I trust you?
12. Your content
concept describes
What you offer
What the benefits of your
offering are
Why your audience should
engage
Frequency, security,
Trust
Think like a publisher
13. Tips for a great
content concept
Be unique
Be honest about what you
can deliver
Manage expectations –
don’t overpromise
15. Learn about your audience before
you develop your content concept
• Who/where are they?
• What are their interests?
• What are their problems?
• What sort of bandwidth connection?
• What else do they like?
Let’ see an example next...
16. Case study with a great content concept -> long term build up
Although I am banner blind,
This add caught my attention
It says: Mindshare is looking
for more friends”
Click here
17. The click took me to
this Facebook page
About us Tools
Inspiration
19. <------ Integrating different
channels - > mobile media
information
<------ Offer to send (postal)
media information ->
capturing leads
20. The conventional approach
• Add value
• Participate in the conversation
• Don’t spam
• Don’t talk too much about yourself
• Beware of frequency of offers vs. value adding info
95% of all businesses fail with the conventional approach
27. Summary of the content
concept = ESP
(Email Value Proposition)
Bullet list of
benefits
gets attention
Showing or linking to
a sample works well
28. Notice the
headline
The man has gone to
”extremes” to
explain the value !
Wonder why....
Go to this page and learn >> http://www.draytonbird.com/helpfulideas
32. Version B
Version A - One page
First page
Version B
Second page
Version A’s one-page form boosted sign-ups
from total traffic 51% and sign-ups from PPC traffic 113%.
33. Interest -
Desire
Action
required
>> AIDA still works well <<
>> http://www.facebook.com/sonyericsson
39. See the movie here
The Blendtec story is an amazing story of how experimenting on a low budget
turned into a huge success, which in turn generated significant revenue
42. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com