Direct Marketing     @JeffxNelson       #anduro
Today’s Topics• Outbound vs inbound marketing• Acquisition strategies and channels• Retention strategies and channels• Seg...
Outbound vs Inbound       Outbound:                                                Inbound:       • buying attention      ...
Exponential      Sarnoff Network                                          Metcalf Network      David Sarnoff – broadcastin...
You Oughta Know Inbound MarketingYou Oughta Know Inbound Marketing                            5http://youtu.be/4-lGe5MnBlY
Hubspot`s All in One SoftwareThe 2012 State of Inbound Marketing                                                       6ht...
Best PracticesMeasures:                          Institutions:• www.Alexa.com                    • www.sait.ca• www.SEMRus...
Univ of Western OntUniversity of Western Ontario                   8http://www.UWO.ca
Harvard UniversityHarvard University                      9http://www.Harvard.edu
RSS and Google Reader      Advantages:      • Less email overload      • Quick to read      • Less clutter (consolidated) ...
Existing CustomersTip #1: Give CustomersIncentives for Making MoreFrequent Purchases           Tip #2: Give Customers a   ...
Email Opt-inAmy Porterfield                          12http://www.amyporterfield.com
List Building      • Don’t rely on social media only; use email      • Feature opt-in box on web page      • Pop-up offer ...
Promoted Post          14
Facebook Offer           15
LinkedIn• Message via 2nd connections• Upgrade and connect• Co-branded message with LinkedIn                              ...
Co-Brand Message             17
AuthorRankAuthorRank:• Photo shows up by results• One more signal• Connected to Google+• Trust and authenticityGoogle Auth...
Rel=Author Rel=Author: • Head shots • Your Google+ profile • Contributor to... • Adding your bio to WordPress             ...
Profiling Differently   Old:   • Age   • Sex   • Marital status   • Postal code   • Income   • What bucket?   New:   • Soc...
Acquisition Funnel                                                               21Developed by Joanne O`Connell and Jeff ...
AttributesAttribution Solutions with Google Analytics by CardinalPath          22http://youtu.be/Es_JDC4KJMo
Google URL Builder• Google URL Builder Tool (15 min)Attribution Solutions with Google Analytics by CardinalPath       23ht...
Email Campaign Tracking• Email Campaign Tracking (20 min)Attribution Solutions with Google Analytics by CardinalPath   24h...
Offline Tracking• Offline Tracking (23 min)Attribution Solutions with Google Analytics by CardinalPath                25ht...
Multi-Channel Funnels• Multi-Channel Funnels (31 min)Attribution Solutions with Google Analytics by CardinalPath     26htt...
Monitoring – Mention.net                                       27www.Mention.net
Questions?     Jeff Nelson, MBA       403-410-3803jeff.nelson@anduro.com      @JeffxNelson                          28
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2013 02-25 - sait - direct marketing

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Direct marketing strategies for 2013

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2013 02-25 - sait - direct marketing

  1. 1. Direct Marketing @JeffxNelson #anduro
  2. 2. Today’s Topics• Outbound vs inbound marketing• Acquisition strategies and channels• Retention strategies and channels• Segmenting and targeting• Customer profiling and targeting• Messaging and testing• Managing customer related data• Data analysis and ROI 2
  3. 3. Outbound vs Inbound Outbound: Inbound: • buying attention • blogs • cold-calling • podcasts • direct paper mail • webinars • radio • video • TV advertisements • eBooks • sales flyers • eNewsletters • eMail spam • whitepapers • telemarketing • SEO • traditional advertising • social mediaInbound Marketing What is SAIT using?http://en.wikipedia.org/wiki/Inbound_marketingInbound Marketing vs. Outbound Marketing 3http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx
  4. 4. Exponential Sarnoff Network Metcalf Network David Sarnoff – broadcasting Bob Metcalf – Ethernet • Viewers – 20 • Viewers – 20 • Math – 20*1 • Math - 202 • Network - 20 • Network - 400 Reed Network David Reed – social networks • Viewers – 20 • Math - 220 • Network – 1,000,000Marketing Communications Integrating Offline and Online with Social Media by P. R. Smith Ze Zook 4http://faculty.mu.edu.sa/public/uploads/1358138379.314MarComms_5th-ed-sample_chapter-7-MAY-1.pdf
  5. 5. You Oughta Know Inbound MarketingYou Oughta Know Inbound Marketing 5http://youtu.be/4-lGe5MnBlY
  6. 6. Hubspot`s All in One SoftwareThe 2012 State of Inbound Marketing 6http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
  7. 7. Best PracticesMeasures: Institutions:• www.Alexa.com • www.sait.ca• www.SEMRush.com • www.ucalgary.ca• http://marketing.grader.com • www.uwo.ca• # Facebook Likes • www.harvard.edu• # Twitter Followers • www.usfca.edu• # Blog Feed(s) • www.mit.edu • www.cam.ac.uk Let’s do some research 7
  8. 8. Univ of Western OntUniversity of Western Ontario 8http://www.UWO.ca
  9. 9. Harvard UniversityHarvard University 9http://www.Harvard.edu
  10. 10. RSS and Google Reader Advantages: • Less email overload • Quick to read • Less clutter (consolidated) • All news in one place • Subscribe to what you want • Another place for searching • Access anywhere • Easy to unsubscribe Subscribe to 1 blogRSS Feeds Advantages and Disadvantages 10http://www.samirkamble.com/rss-feeds-advantages-and-disadvantages/
  11. 11. Existing CustomersTip #1: Give CustomersIncentives for Making MoreFrequent Purchases Tip #2: Give Customers a Reason to Spend More at Each Purchase Tip #3: Combine Email Marketing Offers Tip #4: Educate Your Customers about Your Other Products and Services Tip #5: Provide Consistent Value5 Ways Social Media Can Increase Your Revenue From Existing Customers 11http://www.socialmediaexaminer.com/turn-customers-into-increased-revenue/
  12. 12. Email Opt-inAmy Porterfield 12http://www.amyporterfield.com
  13. 13. List Building • Don’t rely on social media only; use email • Feature opt-in box on web page • Pop-up offer (free chapter of book) • Give away free info – exchange for email (11:00) • Quarterly webinars • eBooks (free is time limited) • Opt-in at end of blog post • Create video on YouTube • Post video on Facebook and link to opt-in page • Promote posts on FacebookList Building With Social Media: How to Grow Your Email List By Michael Stelznerhttp://www.socialmediaexaminer.com/list-building-with-social-media-how-to-grow-your-email-list/Facebook Marketing for Dummies by Amy Porterfieldwww.amazon.com/Facebook-Marketing-All-One-Dummies/dp/0470942304 13https://www.facebook.com/AmyPorterfield
  14. 14. Promoted Post 14
  15. 15. Facebook Offer 15
  16. 16. LinkedIn• Message via 2nd connections• Upgrade and connect• Co-branded message with LinkedIn Send me a message 16
  17. 17. Co-Brand Message 17
  18. 18. AuthorRankAuthorRank:• Photo shows up by results• One more signal• Connected to Google+• Trust and authenticityGoogle Author Rank: Has Google Chairman Eric Schmidt Now Confirmed It? 18http://www.virante.org/blog/2013/02/06/google-author-rank-has-google-chairman-eric-schmidt-now-confirmed-it/
  19. 19. Rel=Author Rel=Author: • Head shots • Your Google+ profile • Contributor to... • Adding your bio to WordPress What is your Google+ ID?Rel=Author : How To Do Google Rel=Author in WordPress by Elizabeth Jamiesonhttp://www.youtube.com/watch?v=YyIQzHD8rBY 19http://www.devonwebdesigners.com/3278/relauthor-step-by-step-for-wordpress/
  20. 20. Profiling Differently Old: • Age • Sex • Marital status • Postal code • Income • What bucket? New: • Social profile • Behavioral data • Lifecycle • Recently bought • Self selecting? Facebook Graphic Search https://www.facebook.com/about/graphsearchThe End of Demographics: How Marketers Are Going Deeper With Personal Data 20http://mashable.com/2011/06/30/psychographics-marketing/
  21. 21. Acquisition Funnel 21Developed by Joanne O`Connell and Jeff Nelson
  22. 22. AttributesAttribution Solutions with Google Analytics by CardinalPath 22http://youtu.be/Es_JDC4KJMo
  23. 23. Google URL Builder• Google URL Builder Tool (15 min)Attribution Solutions with Google Analytics by CardinalPath 23http://youtu.be/Es_JDC4KJMo
  24. 24. Email Campaign Tracking• Email Campaign Tracking (20 min)Attribution Solutions with Google Analytics by CardinalPath 24http://youtu.be/Es_JDC4KJMo
  25. 25. Offline Tracking• Offline Tracking (23 min)Attribution Solutions with Google Analytics by CardinalPath 25http://youtu.be/Es_JDC4KJMo
  26. 26. Multi-Channel Funnels• Multi-Channel Funnels (31 min)Attribution Solutions with Google Analytics by CardinalPath 26http://youtu.be/Es_JDC4KJMo
  27. 27. Monitoring – Mention.net 27www.Mention.net
  28. 28. Questions? Jeff Nelson, MBA 403-410-3803jeff.nelson@anduro.com @JeffxNelson 28

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