IRBA interactive marketing workshop

Joe Smith designer, developerDownload this presentation from slideshare.net/artdudejoe/

IntroductionsElevator Speech

ContentFor Interactive Evaluate It Shape It Organize It Searchable ItSocial Media It Email It Mobile It Video It

Content is King Why? Sticky Search Search Re-usableFollowable Search Search Relatable Search

Companies have become their own media outlet

Your Current Content Take a web inventory Text contentTitle ImagesButt on Title Forms Met a Title n G raphics scriptio Meta De

Weed OutRedundantOut-of-date Trivial UnclearInaccurate

Other Sources of Content News releases Media Mentions Your Locations Key Players Printed Materials Products & Services

Questions aboutcontent evaluation?

Effective Content Creation Identify what prospects want Not what you think they needPeople are thinking about solving problems Not about trees.

Ideal Customer First Name Gender Age Neighborhood Family Situation Job & Salary Own a petConservative, Moderate or Liberal Car

Ideal Customer’s Lifestyle What are their fears? What do they get from you? What are their biggest dreams? What are their nightmares? What proof do you have? Write a letter Write an article.

Questions aboutcontent creation?

Menu Driven Organization HomeAbout Us Locations News Products “New Red Up Town Widget Regular Arrives” “United Way West Hills Donations Deluxe Delivered” “Summer Hours South Gate Start Saturday” Pro

Content Management Systems Uses Organize your content Update content at any time Search engine bait Custom content like images and video

Content Management Systems

Custom CMS Flexible designComplete integration Simpler usability

Home Menu as Message Above the ‘fold’ Story after the ‘fold’Home is not for everything Start with simplest

Questions about ContentManagement & Organization?

Search

Good SearchStarts with good content

Searchable Text Page Titles Meta Descriptions alt you images<h1>Headline</h1> Avoid text in images google.com/webfonts Avoid framesets

SearchUse HTML5 for media

Search Link Seeding Relevant Links Reciprocal Links Social Media

Pay Per Click

Questions about Search?

Social MediaGather Followers Expert Tips News Specials

Social MediaConversation with Customers Conversation Starters Encourage Responses Respond

Social Media Outletsfacebook Twitter Google+ YouTube LinkedIn Yelp! foursquare

Social Media Facebook Make a company pageCreate local business pages Enter your location Create a “Like Me” page Give reasons why to like Update status weekly Use URLs in posts

Social Media Twitter Get an account Brand your pageFollow related people and businesses Tweet 4 times a week Use shortened URLs in posts

Social Media Google+ Don’t use your personal gmailCreate a business gmail account Make a business page Register locations Add people to your circles Post weekly updates

Social Mediafacebook Google+ Yelp! foursquare Add your location to all of these Enter descriptions Upload photos

Questions about Social Media?

Video Attention grabber Immersive. Don’t do crappy video Use a tripod, please Less than 3 minutesHost videos on YouTube or Vimeo

Email Marketing Michelle Kimball

Email Marketing Is…delivering professional email communications to an interested audience containing information they ﬁnd valuable.

Email Service Providers automate best practices Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribesImproves email delivery, tracks results and obeys the law

Build Your List Where You Connect!Service or Sales CallsEvents and MeetingsEmail Signature Customer & Prospect DatabaseIn-store Guest BookWebsite Signup

I want to… Promote Motivate purchasesIncrease event attendance InformInform potential customers Differentiate my business Relate Increase loyalty Encourage more referrals

Provide Value to Your AudiencePromotional Email Discounts, coupons, offers, incentives. Relational Email Special privileges, acknowledgement Informative Email Advice, research, facts, opinions, tips savings quality knowledge

Determine Appropriate Format Newsletters Frequency: Regular i.e. monthly / weeklyLots of educational content (typically non-promotional) Use bullets, summarize information, be concise Promotions / Invitations / SurveysFrequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action= Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards… Use content to build deeper relationships

Frequency & Delivery Time How often to send Create a master scheduleInclude frequency in online sign-up “Monthly Newsletter”Keep content concise and relevant to planned frequency

Frequency & Delivery Time When to sendWhen is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal partsSend at different times and compare results

Getting Email Opened The “From” line Use a name your audience recognizesInclude your organization name or brandRefer to your business in the same way your audience does

Mobile Detect mobile device Go to a separate site Some of the same contentFormat to look good on tiny screens Use location service

Questions?

IRBA interactive marketing workshop

by Joe Smith

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