July 28 Lunch Bunch- Shut Up Already & Use Images to Attract Customers

1. Welcome to the
Inbound Lunch Bunch
July 2016

2. July:
Using Images to
Attract Customers

3. Introductions
Maneesha Manges, Director of Consulting
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

4. • Housekeeping:
• We’re brown baggin’ it – informal, loose,
interactive
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!

5. Inbound Refresher.

6. Basics of Inbound Marketing

7. Smart MarTech Stack

8. Inbound Best Practices for Email Marketing:
• Send emails from real people (rather than a generic
email box)
• Personalize where you can
• First Name
• Recent Download (aka Conversion)
• Company Name
• Persona (aka Smart Content)
• Actionable Language to be clear and compelling

9. Inbound Email Constructs:
• Make each component of your email a Call-to-Action
• CTA to signature
• Modify preview text
• Hyperlink copy in email
• Alt-text of images
• Images linked to offer pages

13. Using Imagery

15. • Imagery evokes emotion
• Emotions drive basic motivations that energize behavior
• Emotions are effective in influencing purchase behavior

16. Question: What is visually more effective?
• Text with Hyperlink
• Graphical Button
• CTA as an Image (aka Banner Ad)

17. Challenges with Association:
• Mastery of concept on Websites but not via IMC

18. Inbound Properties:
• Landing Pages
• Website
• Blogs
• Email
• Social

19. Don’t Dismiss the Power of a “Banner Ad”

21. Show & Tell.

23. How to Attract Customers Using Images?
• CTA is not a button
• Image / Banner Ad
• Slide-out Image
• What kind of content?
• Pull quotes, pictures of members, statistics…
• Powered by specific display rules based on:
• Who you are
• Where you are coming from
• Where you have been in the past
PERSONALIZATION!

26. Power of Personalization:

27. Recap.

28. • Treat images like banner ads to promote your
programs
• Use images as part of your Integrated Marketing
Campaigns (IMC)
• Use on multiple channels:
• Email
• Landing Pages
• Blogs
• Social
• Be smart – leverage personalization where you can

29. “To think creatively, we
must be able to look
afresh at what we
normally take for
granted.”
George Kneller