7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander
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7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon
1. 7 things you can inject in
your marketing mix and get
results right now
Michael Leander
Lisbon, 10-11-11
More information here www.michaelleander.com | www.michaelleander.me
2. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
3. Too many marketers focus on gimmicks, features
and other irrelevant stuff, when they should
focus on results.
4.
5. Fact 1: Direct mail is still highly efficient
and plays on senses that digital cannot
Fact 2: Email marketing is growing, but
becoming increasingly difficult to handle
Fact 3: Gaining traction in social media is
not what most people think it would be
6. The average time spent on a task
before being distracted or switching
to another is only
3 minutes 11 seconds.
7. People are being overwhelmed by
100,000 words and
34g of information daily
8. Your target
prospect is
exposed to
6000 advertising
messages every
single day
9. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Do I need you?
Brain Can I trust you?
filter
41. Walk in the Park
ABOA
Emotional links
3 email marketing tips
Repurpose content
42. Be clear about the ”Why” – what are you
trying to achieve?
http://www.youtube.com/watch?v=wVQPY4LlbJ4&feature=related
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43. Things to remember
ABC = Always Be Closing
• But do not necessarily try to close ”today” – build up to
the close by engaging and build the relationships
AIDA = Attention Interest Desire Action
• How do I get the recipients attention?
• How do I catch the recipients interest so that the person
will desire to learn more, and eventually take action (to
click or buy or …)?
43
44. The AIDA in practice
Home page or
Call to actions Compelling product home page
message
Product home
Call to actions Benefit
driven details
Call to actions Product details
Full story with all the
bells and whistles
45. When writing copy for the web and email
ABOA
Attribute Benefit Objection Answer
45
47. The Walk in the Park
Clearly defined navigation paths
Build trust quickly
Your MWR’s – Most Wanted Responses
Be a guide to help your visitors go from A to Z
Implement call to actions consistently
Measure the effect and re-do if results are poor
56. When you write, consider
• Benefit driven headlines, not descriptions
• Experiment with headlines 2,3 or even 4 lines
long and in different colors, bold/italic etc.
• Compelling copy about YOU (the reader) – use
You at least 3 times more than we or us
57. Put some emotion into your links
Using ”Read more” is far less effective than for
example benefit driven link texts:
• See how this marketing tool can save you
money quickly
or
• Go here to learn why others are raving about
this marketing tool
58. Offer alternatives
Think: Where might the visitor be in the
buying cycle?
Ask: What is the visitor likely to want / need
to know next?
63. The First 30 Days and Welcome Flow
In email marketing
The experience at the
beginning of the relationship
impacts the LENGTH (how long the
average subscriber
will stay with you) and the VALUE
of the relationship
64. The First 30 Days – What’s your flow?
Sign-up
First Push
Contact referral
First
Newsletter
Second
newsletter
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
67. Educate your new subscriber –
sequential auto responder welcoming
program
Day 1 Day 3 Day 5
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68. A 26,22% B 5,00% C 10,32%
Can you guess the CTR (response) winner for these
email marketing campaigns?
A?B?C?
69. Intro links / Pre-header
Functional links
Intro story (Credibility)
Survey or result
Can be
differentiated
”Products and offers” based on profile
Activate profiling call to action
”Article”
Sender branding
”more articles”
Functional links
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76. 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