Media Matters - Online Marketing Seminar Sept 2012

Online Marketing Seminar
27th September 2012

www.mediamatters-pr.co.uk

Today
• LinkedIn‟s latest changes
• Is your email marketing working?
• Content marketing for SEO


2012 changes
• Targeted updates
• Follower statistics
• Commenting and liking
• Twitter link
• Profile pages
• Company page changes

LONDON — September 17, 2012 — LinkedIn, the
world’s largest professional network with over 175
million members worldwide, has today surpassed its
10 millionth member in the UK – this means four out
of five British professionals are now part of the
business network.
LinkedIn Press Centre


So what?


Targeted updates
• Company pages can now target
updates
• Helps to reduce the number of irrelevant
posts followers receive and make
updates they do see more valuable


“Philips is claiming a 106% increase in
follower engagement from using
Targeted Status Updates.”

Source: Web Pro News June 2012


Targeted updates
• All status updates are visible to
everyone on the company page, no
matter who they were targeted at.


Follower statistics
• Provides insights about:
– follower demographics
– engagement levels
– update impressions
– total following
– recent followers and the number of new
followers from month-to-month.

Commenting and liking
• Comment and like updates made by
individuals and companies.
• Increased level of interaction and
engagement
• This information combines with the
„trending in your network‟ feature


News/LinkedIn
Today/Trending in your
network


Twitter integration change
• Tweets posted on twitter can no longer
be automatically posted on LinkedIn.
• You can still post updates you make on
LinkedIn to Twitter.


Profile changes
• Image
• Summary
• Previous job titles
• Contact info


Before Now


Is your email marketing
working?


Email marketing research


Source: Exact Target
Survey of 405
respondents 2012


Source:
Exact
Target
Survey of
405
respondents
2012


Source: Exact
Target -
survey of 405
respondents
2012


Email marketing trends
• More mobile users than ever scan
emails on phone first
• Email marketing is still a popular
marketing tool which gets results


80%
EMAIL OPENS ON
SMARTPHONES AND TABLETS
HAVE INCREASED 80% OVER
THE LAST SIX MONTHS.

Litmus.com
- LITMUS
http://litmus.com/blog/email-client-market-share-stats-infographic-june-2012


Source:
EConsultancy
Email Marketing
Census 2012


Email marketing tips 2012
• Subject lines
• From
• Calls to action
• Signing up
• Segment
• Test

Subject lines
• Should be „actionable‟
• Less than 50 characters long (or 20 if you
are optimising for mobile).
• Test 2 different subject lines on a sample
of your database before sending the main
email.


“From”
• Sending an email that comes from an
individual, company, or combination can have
an impact on open rates.
• Test to see which is best for your target
audience.


Calls to action
• There should be more than one link to
the main call to action in each email.
• Use a combination of hyper-linked to
text and visual ones – recipients who do
not read the text will gravitate towards
buttons


Sign up pages
• Restate the benefits of the receiving
email communications on the signup
page
• Include an example of typical email sent
by your organisation on the signup
page.


Segment
• For best results
• Possible ways to segment your
database:
– Current customers/potential customers
– Different business sectors
– Services that are used


Test
• Subject lines
• Landing pages
• Times of day/days of week
• “From”
• A/B Split testing
• Offers

Subject line testing
August 2012
Test 1
Real Time Information deadline: what you need to know

Test 2
Legislation you need to know about

The open rate for Test 1 was 35.4% compared to 50.0%
for Test 2.

Source:
Econsultancy
Email
Marketing
Census 2012


Content marketing for SEO


Penguin and Panda
• Recent updates have changed search
results
• Good content generates good links
• Social and search are integrating
• Content marketing is critical for SEO
today


Meaning…
• Value added content on your website
• Creating content for other websites
• Make content more social friendly too

• http://www.brafton.com/infographics/wh
y-content-for-seo

How
• Make content great not keyword heavy
• Attractive to social media
• Create resources, blogs, tips, e-books,
news, online PR
• Engage in forums and online
communities


http://news.payplan.com/why
-iphone-5-users-may-be-
more-prone-to-debt-
infographic/


And finally


News roundup


Media Matters - Online Marketing Seminar Sept 2012

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