How to use eMarketing to build and retain a community of clients and customers eMarketing Techniques

Introduction Who am I? My background in eMarketing What is WorkSmart eMarketing?

Who am I?

My background in eMarketing

What is WorkSmart eMarketing?

4 Caveats 80/20 Water from a Fire hose Have fun! Foundations

80/20

Water from a Fire hose

Have fun!

Foundations

What we’ll talk about Accountability – MIH Why use eMarketing Specific Strategies and tactics Case Study How to get started today!

Accountability – MIH

Why use eMarketing

Specific Strategies and tactics

Case Study

How to get started today!

Pick an AccountabiliBuddy Choose a partner Introduce yourself Commit to do ONE thing you learn today Connect outside of this workshop Check up with each other - MIH

Choose a partner

Introduce yourself

Commit to do ONE thing you learn today

Connect outside of this workshop

Check up with each other - MIH

Benefits of eMarketing Easy to use Easily quantifiable Extreme Personalization Interact with users Time Efficient Cost efficient High Return on Investment

Easy to use

Easily quantifiable

Extreme Personalization

Interact with users

Time Efficient

Cost efficient

High Return on Investment

8 Different Techniques Website Search Engine Optimization Email Marketing Video Podcasting Blogs RSS Web 2.0

Website

Search Engine Optimization

Email Marketing

Video

Podcasting

Blogs

RSS

Web 2.0

Web 2.0? A user driven virtual world User driven content Rich, interactive and user-friendly Community and Social Network Incorporation of Video and Mobile Ex. Blogs, wikis, social networks, online video, etc

A user driven virtual world

User driven content

Rich, interactive and user-friendly

Community and Social Network

Incorporation of Video and Mobile

Ex. Blogs, wikis, social networks, online video, etc

From Web 1.0  2.0 Web 1.0 Cost prohibitive Websites for informational purposes Used to show success Web 2.0 User-driven Extremely interactive Cost friendly

Web 1.0

Cost prohibitive

Websites for informational purposes

Used to show success

Web 2.0

User-driven

Extremely interactive

Cost friendly

Conduit/Feedburner iContact/Constant Contact LinkedIn/Facebook PBWiki/WetPaint Digg/StumbleUpon Upcoming.org/Confabb Technorati/Blogger

Conduit/Feedburner

iContact/Constant Contact

LinkedIn/Facebook

PBWiki/WetPaint

Digg/StumbleUpon

Upcoming.org/Confabb

Technorati/Blogger

Importance of a Website Awareness Sales Cycle Deeper information Open 24-7-365 Referral tool Thanks to Duct Tape Marketing

Awareness

Sales Cycle

Deeper information

Open 24-7-365

Referral tool

Automate marketing Capture leads Reduce ad costs Deliver a product Create a community Importance of a Website Thanks to Duct Tape Marketing

Automate marketing

Capture leads

Reduce ad costs

Deliver a product

Create a community

Serve subscriptions Up sell and cross sell Answer questions House data Collaborate and manage projects Importance of a Website Thanks to Duct Tape Marketing

Serve subscriptions

Up sell and cross sell

Answer questions

House data

Collaborate and manage projects

Are you Optimized? Keyword Rich High-Quality Content Inbound Links Thanks to Duct Tape Marketing

Keyword Rich

High-Quality Content

Inbound Links

Optimize your site TODAY Page title Keyword density H1 , H2, H3 tags Bold text Anchor text Keyword phrase or theme for each page Robot friendly page URL

Page title

Keyword density

H1 , H2, H3 tags

Bold text

Anchor text

Keyword phrase or theme for each page

Robot friendly page URL

Email Marketing - Is it effective? YES Benefits: Inexpensive Easy to create Easy to track and monitor

YES

Benefits:

Inexpensive

Easy to create

Easy to track and monitor

Tips on email marketing Focus on the reader’s needs 60/40 editorial to promotion content ratio Use your prime real estate Assume your email will be skimmed Have an interesting subject line Sender from name

Focus on the reader’s needs

60/40 editorial to promotion content ratio

Use your prime real estate

Assume your email will be skimmed

Have an interesting subject line

Sender from name

Tips on email marketing (cont.) Run a spam checker Forward-to-a-friend Link to web version Opportunity to unsubscribe Request to add sender to safe-senders list Physical mailing address provided

Run a spam checker

Forward-to-a-friend

Link to web version

Opportunity to unsubscribe

Request to add sender to safe-senders list

Physical mailing address provided

Don’t be a spammer 70%-90% of all e-mail = SPAM. (Clickz.com) Avoid CAPS in Subject line Avoid Words Like: “Click Here” or “FREE” Use Bright Colors and Large Fonts Sparingly Look Like a Newsletter Limit your Email Message Size to 20K to 40K

70%-90% of all e-mail = SPAM. (Clickz.com)

Avoid CAPS in Subject line

Avoid Words Like: “Click Here” or “FREE”

Use Bright Colors and Large Fonts Sparingly

Look Like a Newsletter

Limit your Email Message Size to 20K to 40K

RSS – The common denominator

Why Blog? SEO friendly You’re an expert Customer relations Get feedback PR and Media Track and monitor

SEO friendly

You’re an expert

Customer relations

Get feedback

PR and Media

Track and monitor

Blogging Tips Set up Monthly/Quarterly/Yearly Goals Don’t get discouraged if no one is showing up Read other blogs/forums Its not just about business, its about you! Establish policy

Set up Monthly/Quarterly/Yearly Goals

Don’t get discouraged if no one is showing up

Read other blogs/forums

Its not just about business, its about you!

Establish policy

Really Simple Syndication Syndicating information quickly and easily Getting live feeds directly to a users computer Have websites send information to YOU Opt-in only Create and promote feeds: Feedburner Aggregate feeds: iGoogle, Google Reader

Syndicating information quickly and easily

Getting live feeds directly to a users computer

Have websites send information to YOU

Opt-in only

Create and promote feeds: Feedburner

Aggregate feeds: iGoogle, Google Reader

iGoogle RSS Feed

Video Virtual Learning Personal Connection Easily Syndicated Free to post Built in SEO 50% of the US population will watch online video in 2008

Virtual Learning

Personal Connection

Easily Syndicated

Free to post

Built in SEO

50% of the US population will watch online video in 2008

Podcasts Streaming audio files on the internet Post like talk-shows / radio-shows Customers can subscribe – automatically download itunes hosted – easily downloaded to ipod

Streaming audio files on the internet

Post like talk-shows / radio-shows

Customers can subscribe – automatically download

itunes hosted – easily downloaded to ipod

Effective Podcasts Know your audience / target Clearly organized message Have notes online Make your podcast: Informative Valuable Engaging Entertaining Thanks to blog.podblaze.com

Know your audience / target

Clearly organized message

Have notes online

Make your podcast:

Informative

Valuable

Engaging

Entertaining

Case Study - KeyEntrepreneurs.org

Google Calendar

Videos for marketing

Post-Conference “Live Slideshows”

Video Resources

Blogging / RSS

AccountabiliBuddy System Start a blog (blogger.com, wordpress) Subscribe to a blog and post comments (technorati.com) Subscribe to a podcast (itunes.com) Join Linkedin.com Start an email campaign Create an igoogle.com account Integrate google analytics Pick out keywords for your website

Start a blog (blogger.com, wordpress)

Subscribe to a blog and post comments (technorati.com)

Subscribe to a podcast (itunes.com)

Join Linkedin.com

Start an email campaign

Create an igoogle.com account

Integrate google analytics

Pick out keywords for your website

Thank You!!! Contact me to learn more about eMarketing and how we can help you get on the right path. Brad Kleinman [email_address]

Contact me to learn more about eMarketing and how we can help you get on the right path.

Brad Kleinman

[email_address]