LandUp: Email Marketing and Social Media

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Presentation on content promotion (email marketing and social media) given at the Land Up conference on 11/9/12

Presentation on content promotion (email marketing and social media) given at the Land Up conference on 11/9/12

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Transcript

  • 1. Email & SocialAndy Crestodina@orbiteers
  • 2. What’s thepoint?
  • 3. Traffic: Social, Email, Search
  • 4. SalesyHelpful!
  • 5. “Focus on the core problem yourbusiness solves and put out lots ofcontent and enthusiasm, and ideasabout how to solve that problem.” - Laura Fitton
  • 6. “I urge you to start writing content thatactually is either 1) actionable, 2) a strong opinion, or 3) proven to some degree.” -Bill Sebald
  • 7. Why Email?
  • 8. Preferred channel for permission-based promotional messages…Source:2012 Channel Preferences Survey, February 2012
  • 9. Howoften doyou usethefollowing?Source:2012 ChannelPreferences Survey,February 2012
  • 10. Make a Magazine
  • 11. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  • 12. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  • 13. Magazine: Curate• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
  • 14. Magazine: S, M, L• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
  • 15. Be Mobile Friendly
  • 16. Email Traffic is Mobile TrafficSource: Litmus
  • 17. Mobile FriendlyEmails1. Left align content2. Buttons AND links3. Landing Page
  • 18. Landing Page #FAIL
  • 19. Mobile Website
  • 20. Responsive Web Design
  • 21. Subject Lines
  • 22. BEST for open rates 1. Posts 2. Jobs 3. Survey 4. Week’s 5. E-newsletter 6. Issue 7. Digest 8. Bulletin 9. EditionSource: HubSpot, Science of Email Marketing, February 2011
  • 23. WORST for deliverability 1. Confirm 2. Features 3. Upgrade 4. Magic 5. Raffle 6. Rewards 7. Requested 8. Follow Up 9. Coupon Source: HubSpot, Science of Email Marketing, February 2011
  • 24. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
  • 25. Speaking ofsentiment…Source: “What Makes Online Content Viral?”Berger, Milkman, Wharton Business School
  • 26. LIST GROWTH
  • 27. Before…After…
  • 28. 1900% increase. Not bad!
  • 29. Why it works1.Prominence2.Promise3.Proof
  • 30. GOOD
  • 31. BAD
  • 32. List Growth
  • 33. POP QUIZ!Sending unsolicited email is… a. Illegal b. Rude c. Ineffective d. …all of the above
  • 34. TIMING
  • 35. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  • 36. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  • 37. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011
  • 38. When To Send: Frequency Source: HubSpot, Science of Email Marketing, February 2011
  • 39. TEST
  • 40. Subject Lines vs Landing Pages Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
  • 41. Measure & Improve: A/B TestingSource: MailChimp
  • 42. TRACK
  • 43. Google Analytics: Campaign Tracking Source: Google URL Builder
  • 44. Google Analytics: Campaign Trackinghttp://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice
  • 45. Campaign Tracking
  • 46. Campaign Tracking
  • 47. Measure & Improve1. Watch your stats2. Listen for feedback3. Experiment: topics, timing, layout
  • 48. BONUS TIP
  • 49. Sender Name = Human “Be a person.” - Sonia Simone
  • 50. BOTTOM LINE
  • 51. Bottom Line “Send timely, targeted, relevant, valuable emails to people who asked for them.” DJ Waldow Waldow Social Source: Internet Marketing for Smart People Radio
  • 52. What aboutsocial media?
  • 53. Why Social? • Online Networking • Content Promotion • Conversation
  • 54. Online NetworkingWant to talk to someone about urban planning in Tulsa? Source: Filter Tweeps
  • 55. Content Promotion/Targeted Sharing
  • 56. Content Promotion/Targeted Sharing
  • 57. Content Promotion/Targeted Sharing
  • 58. Content Promotion/Targeted SharingRetweeted…Commented…Tweeted that he commented…
  • 59. Conversation “Why waste a good conversation by having it in private?”
  • 60. Thank you!Andy Crestodina@orbiteers