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iContact Marketing in 2016: Getting Ahead of the Curve

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Let iContact content strategist, John W. Hayes, amp up your marketing in 2016. In this presentation, you will learn the email marketing and automation strategies you will need to get ahead in a mobile world.

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iContact Marketing in 2016: Getting Ahead of the Curve

  1. 1. © 2016 iContact LLC. All Rights Reserved.2 With 20 years of online marketing experience, John Hayes works with iContact as a marketing strategist and contributing author. John is the author of four books; he is a popular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from email, social media, and content marketing-led strategies. PRESENTED BY John W. Hayes Content Strategist @John_W_Hayes jhayes@icontact.com
  2. 2. © 2016 iContact LLC. All Rights Reserved. Marketing in 2016 — Agenda During this webinar, you will learn: • Leading-edge strategies for success with mobile • How to build reputation and drive demand using platforms like Periscope • How to target messages and audiences using Marketing Automation • How technology disrupts the marketplace — in a good way • Why marketing best practices are important 3
  3. 3. © 2016 iContact LLC. All Rights Reserved. Predictions for 2016 In 2016, Marketing will be: • Mobile • Personal • Immediate • Smarter • Disruptive • Noisier 4
  4. 4. © 2016 iContact LLC. All Rights Reserved. Email Still Rules in 2016 Email Marketing is Still the King of ROI • 44:1 ROI • Built on permission • Retention vs. acquisition • Enhanced by social, mobile & automation 5
  5. 5. © 2016 iContact LLC. All Rights Reserved. Email Still Rules in 2016 Best Practices Never Go Out of Fashion • Content must be engaging, relevant, and timely • Testing increases effectiveness • Keep your lists clean & drive growth • Keep one eye on the future • Don’t throw the baby out with the bath water 6
  6. 6. © 2016 iContact LLC. All Rights Reserved. MOBILE MARKETING IN 2016 7
  7. 7. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything The Future is Here — and it’s MOBILE • Mobile frees email & social from constraints • Mobile makes marketing more personal • Mobile devices engage subscribers 365/24/7 • Now is a good time to send: mobile operates on a 24/7 schedule • Mobile: your #1 priority in 2016 8
  8. 8. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything — The Stats 9 of emails are first opened on a mobile device. Nearly 2/3 of Americans own smartphones In 2016, there will be 162.7M tablet users in the U.S.
  9. 9. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything — The Stats 10 Time spent on MOBILE (51%)… Time spent on DESKTOPS (42%)
  10. 10. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything — The Stats 11 of US smartphone users check their phones within 15 minutes of rising check their phones within 15 minutes of going to bed
  11. 11. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything — The Stats Mobile Is Rapidly Evolving • Wearables • Periscope/Meerkat • Apps continue to disrupt once seemingly impenetrable markets (Uber) 12
  12. 12. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything Your Mobile 2016 Checklist Check your email templates (Litmus) Check your web design Optimize your subject lines (testing) Optimize your body text, images & CTAs (testing) Optimize your send times (testing) Engage via email and social 13
  13. 13. © 2016 iContact LLC. All Rights Reserved. Mobile Changes Everything If you do just one thing today, do this. Check your current email templates and landing pages across multiple mobile devices and ask… • Do they work? • Do they look good? • Will they drive conversions in the mobile environment? 14
  14. 14. © 2016 iContact LLC. All Rights Reserved. CONTENT MARKETING IN 2016 15
  15. 15. © 2016 iContact LLC. All Rights Reserved. Content Marketing What IS Content Marketing? • There is nothing new about Content Marketing • Content is not king, it’s a foot soldier • Content provides a solid foundation for entire marketing strategy 16
  16. 16. © 2016 iContact LLC. All Rights Reserved. Content Marketing Content Marketing Will: • Engage your target audience • Fuel your social media & email marketing strategies • Build brand, generate leads & engage more 17
  17. 17. © 2016 iContact LLC. All Rights Reserved. Content Marketing 18 The Spokes of Content Marketing
  18. 18. © 2016 iContact LLC. All Rights Reserved. Content Marketing The Holy Trinity of Content Marketing* • Your organizational blog • Your email marketing campaigns • Your social media strategy *All optimized for the mobile environment 19
  19. 19. © 2016 iContact LLC. All Rights Reserved. Content Marketing Content Marketing Challenges • No time • Fear • No ideas/lack of imagination • Lack of presentation skills 20
  20. 20. © 2016 iContact LLC. All Rights Reserved. Content Marketing — The Stats 21 of marketers publish new content daily or multiple times per week of marketers find creating engaging content challenging of marketers will increase their content marketing budget this year of marketers say brand awareness is the most important content marketing goal of B2B marketers use LinkedIn to share content
  21. 21. © 2016 iContact LLC. All Rights Reserved. Content Marketing Your Content Marketing Checklist Perform a content marketing audit Set objectives Launch initial channels (blog, email and social media and then build) Stop talking, start doing! 22
  22. 22. © 2016 iContact LLC. All Rights Reserved. Content Marketing Content Marketing Inspiration • Red Bull Stratos • The Ice Bucket Challenge (ALS) • Star Wars?! 23
  23. 23. © 2016 iContact LLC. All Rights Reserved. Content Marketing If you do just one MORE thing today… Ask a client what makes business life difficult and write and share a blog post outlining solutions. 24
  24. 24. © 2016 iContact LLC. All Rights Reserved. MARKETING AUTOMATION IN 2016 25
  25. 25. © 2016 iContact LLC. All Rights Reserved. Marketing Automation It’s Time for Marketing Automation • A Smart(er) way of marketing • Builds a more personal & cohesive strategy • Combines the power of email, social, content, CRM and data • Delivers the right message at the right time to the right person 26
  26. 26. © 2016 iContact LLC. All Rights Reserved. Marketing Automation Marketing Automation used to be… • Expensive • Resource heavy • Only available to organizations with large marketing budgets 27
  27. 27. © 2016 iContact LLC. All Rights Reserved. Marketing Automation 28 Nurtured leads produce a 20% increase in sales opportunities Marketing automation increases B2B sales pipeline contributions by an average of 10% Today…
  28. 28. © 2016 iContact LLC. All Rights Reserved. Marketing Automation Today… drives a 14.5% increase in sales productivity 29 a 12.2% reduction in marketing overhead 75% of companies using marketing automation see ROI in just 12 months
  29. 29. © 2016 iContact LLC. All Rights Reserved. Marketing Automation Three Marketing Automation Opportunities in 2016 • Workflow Automation • Lead Scoring • CRM Integration Learn more at www.iContact.com/Pro, explore iContact Pro for free. 30
  30. 30. © 2016 iContact LLC. All Rights Reserved. Marketing Automation WARNING: Marketing Automation is not a silver bullet! MA will target the right people at the right time. Taking time to study your subscriber data will make you smart(er). 31
  31. 31. © 2016 iContact LLC. All Rights Reserved. Marketing Automation If you do just one LAST thing today… Stop thinking about campaigns as stand-alone items, and plan a simple series of email sends based on engagement. 32
  32. 32. © 2016 iContact LLC. All Rights Reserved. M A R K E T I N G I N 2 0 1 6 D I S R U P T O R B E D I S R U P T E D 33

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