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

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

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

  1. 1. Welcome to the Inbound Lunch Bunch July 2016
  2. 2. July: Using Images to Attract Customers
  3. 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. 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. 5. Inbound Refresher.
  6. 6. Basics of Inbound Marketing
  7. 7. Smart MarTech Stack
  8. 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. 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
  10. 10. Using Imagery
  11. 11. • Imagery evokes emotion • Emotions drive basic motivations that energize behavior • Emotions are effective in influencing purchase behavior
  12. 12. Question: What is visually more effective? • Text with Hyperlink • Graphical Button • CTA as an Image (aka Banner Ad)
  13. 13. Challenges with Association: • Mastery of concept on Websites but not via IMC
  14. 14. Inbound Properties: • Landing Pages • Website • Blogs • Email • Social
  15. 15. Don’t Dismiss the Power of a “Banner Ad”
  16. 16. Show & Tell.
  17. 17. 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!
  18. 18. Power of Personalization:
  19. 19. Recap.
  20. 20. • 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
  21. 21. “To think creatively, we must be able to look afresh at what we normally take for granted.” George Kneller

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