This document summarizes a presentation on digital marketing and website design. It provides tips for engaging customers online, including:
- Using contrasting colors and clear calls to action to guide users' attention.
- Testing different designs, offers, and subject lines to see what performs best.
- Tailoring websites to specific goals like direct sales, non-profit fundraising, or brand awareness.
- Including appetizing product photos, user testimonials, and educational content.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
The Social Funnel for entrepreneurs, business leads, marketers, coaches, and consultants. Learn to engage your perfect audience, automate sales, and use the resulting data to fuel growth.
- When to use non-paid vs. paid social posts
- Identifying and messaging to your perfect audience
- Automate follow up
- The one thing you should be doing RIGHT NOW no matter what with your website
Positive Review Building And Reputation Protection for DentistsSmileSavvyInc
Scott Childress, Executive Director of Smile Savvy, provides stats for online reviews along with tips for dentists and dental practices who want to build their positive reviews.
Note: Raw presentation slides without notes.
Social Media & Digital Marketing 2017 presented to the Exploits Regional Cham...Gray Press Media Inc.
Learn the basics of digital marketing to promote your small business. From the SEO to social media marketing:
- Facebook
- Twitter
- Instagram
- Pinterest
- LinkedIn
- YouTube
For more info, please visit www.graypressmedia.com
Social Media Best Practices: Slides from Changing Faces of Women's Leadership...Wahine Media
Slides from Gwen Woltz of Wahine Media's workshop at the Changing Faces of Women's Leadership Seminar: Women as Innovators and Entrepreneurs on June 29, 2016.
Get to know the fundamentals of social media management from "need to have" to "nice to have" to "great to have" in this hands on workshop. Be sure to save this slideshow! It includes examples of great posts by leading businesses, and a link to a hidden gem caption muse database. Please email gwen@wahinemedia.com for questions.
The Digital Prescription for Pharmacy Event - Digital Leadership for Pharmaci...Doyle Buehler
The Prescription For Pharmacy is a live webcast event for the launch of the book and training program.
The presentation is about defining your digital leadership online for Chemist, and what they can do to actually make online work for their pharmacy.
There is no quick fix - it is not as easy as taking a pill to get your online platform ready and working for your pharmacy.
We will deep dive into what it takes to connect social media, your website, your digital strategy, your content plan, how to put in a working sales funnel, how to advertise, how to create branding with visuals and videos. It's going to take some work, but you need to start somewhere.
Most pharmacists do not have a clear strategy for making online work, and work well. It is more about creating a conversation with your audience which will then create the conversions that every business needs.
Pharmacy is no different than other business - Pharmacists need to recognise how to easily put together a solid digital strategy, to ensure that their store survives the digital disruption.
Facebook intermediate class ads part 2Molly O'Kane
Are you running Facebook advertising, but nothing seems to work? Does it ever feel like you're just throwing ads out there and hoping that something sticks? Compared to other PPC platforms like AdWords, Facebook can seem difficult to conquer at first. That's because most businesses focus on the wrong things. In this class, we'll break down Facebook ads strategy, which if followed, will help you build a foundation for success. This includes:
Audiences: Where to focus and prioritize and in what order.
Ads: Ad types and what your ad content should be focused around.
Solutions: If your ad isn’t performing like you want, how to fix it.
MECLABS Presents at UNF Social Media and Analytics Class: Social Media StrategyMECLABS Institute
Presented 7-14-2015
Every modern marketer knows that social media is now an integral part of a business.
But how can you get the most out of your social media presence?
In this presentation, Ken Bowen, Manager of Editorial Content, Daniel Burstein, Director of Editorial Content, and Kylie Davidson, Manager of Academic Curriclum, all of MECLABS, discussed strategies and skills necessary to executing a successful social media campaign while impacting the bottom line.
This content was prepared for the graduate class of Lakshmi Goel, Ph.D.
3 Reasons Your Small Business is Clueless about Social MediaCole Information
Research shows 79% of U.S. adults use social media. Yet, as a small business owner are you posting, liking, retweeting and yet getting zero response from your fans or followers? Here's a clue....you're not posting the right thing.
In this Small Business Marketing 101 webinar, we'll enlighten you on the top three reasons small businesses are clueless when it comes to social media. You'll get tips on:
• What social media spaces you should be occupying.
• What posts and tweets have the greatest customer engagement.
• How often you should be updating fans and followers with what you're doing.
We'll run through groups and pages, highlight the differences and show you how to set up Pages for your business. We'll help you to understand Facebook Advertising, Check-in and other business related applications that can help you engage customers.
Do you know what is being said about your business? Are you aware of the importance the search engines place on how you are perceived by your customers? Find out more on how you need to have a plan and how you will manage your businesses' reputation. Contact us today at http://customfitmarketing.com to get started.
The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.
The Social Funnel for entrepreneurs, business leads, marketers, coaches, and consultants. Learn to engage your perfect audience, automate sales, and use the resulting data to fuel growth.
- When to use non-paid vs. paid social posts
- Identifying and messaging to your perfect audience
- Automate follow up
- The one thing you should be doing RIGHT NOW no matter what with your website
Positive Review Building And Reputation Protection for DentistsSmileSavvyInc
Scott Childress, Executive Director of Smile Savvy, provides stats for online reviews along with tips for dentists and dental practices who want to build their positive reviews.
Note: Raw presentation slides without notes.
Social Media & Digital Marketing 2017 presented to the Exploits Regional Cham...Gray Press Media Inc.
Learn the basics of digital marketing to promote your small business. From the SEO to social media marketing:
- Facebook
- Twitter
- Instagram
- Pinterest
- LinkedIn
- YouTube
For more info, please visit www.graypressmedia.com
Social Media Best Practices: Slides from Changing Faces of Women's Leadership...Wahine Media
Slides from Gwen Woltz of Wahine Media's workshop at the Changing Faces of Women's Leadership Seminar: Women as Innovators and Entrepreneurs on June 29, 2016.
Get to know the fundamentals of social media management from "need to have" to "nice to have" to "great to have" in this hands on workshop. Be sure to save this slideshow! It includes examples of great posts by leading businesses, and a link to a hidden gem caption muse database. Please email gwen@wahinemedia.com for questions.
The Digital Prescription for Pharmacy Event - Digital Leadership for Pharmaci...Doyle Buehler
The Prescription For Pharmacy is a live webcast event for the launch of the book and training program.
The presentation is about defining your digital leadership online for Chemist, and what they can do to actually make online work for their pharmacy.
There is no quick fix - it is not as easy as taking a pill to get your online platform ready and working for your pharmacy.
We will deep dive into what it takes to connect social media, your website, your digital strategy, your content plan, how to put in a working sales funnel, how to advertise, how to create branding with visuals and videos. It's going to take some work, but you need to start somewhere.
Most pharmacists do not have a clear strategy for making online work, and work well. It is more about creating a conversation with your audience which will then create the conversions that every business needs.
Pharmacy is no different than other business - Pharmacists need to recognise how to easily put together a solid digital strategy, to ensure that their store survives the digital disruption.
Facebook intermediate class ads part 2Molly O'Kane
Are you running Facebook advertising, but nothing seems to work? Does it ever feel like you're just throwing ads out there and hoping that something sticks? Compared to other PPC platforms like AdWords, Facebook can seem difficult to conquer at first. That's because most businesses focus on the wrong things. In this class, we'll break down Facebook ads strategy, which if followed, will help you build a foundation for success. This includes:
Audiences: Where to focus and prioritize and in what order.
Ads: Ad types and what your ad content should be focused around.
Solutions: If your ad isn’t performing like you want, how to fix it.
MECLABS Presents at UNF Social Media and Analytics Class: Social Media StrategyMECLABS Institute
Presented 7-14-2015
Every modern marketer knows that social media is now an integral part of a business.
But how can you get the most out of your social media presence?
In this presentation, Ken Bowen, Manager of Editorial Content, Daniel Burstein, Director of Editorial Content, and Kylie Davidson, Manager of Academic Curriclum, all of MECLABS, discussed strategies and skills necessary to executing a successful social media campaign while impacting the bottom line.
This content was prepared for the graduate class of Lakshmi Goel, Ph.D.
3 Reasons Your Small Business is Clueless about Social MediaCole Information
Research shows 79% of U.S. adults use social media. Yet, as a small business owner are you posting, liking, retweeting and yet getting zero response from your fans or followers? Here's a clue....you're not posting the right thing.
In this Small Business Marketing 101 webinar, we'll enlighten you on the top three reasons small businesses are clueless when it comes to social media. You'll get tips on:
• What social media spaces you should be occupying.
• What posts and tweets have the greatest customer engagement.
• How often you should be updating fans and followers with what you're doing.
We'll run through groups and pages, highlight the differences and show you how to set up Pages for your business. We'll help you to understand Facebook Advertising, Check-in and other business related applications that can help you engage customers.
Do you know what is being said about your business? Are you aware of the importance the search engines place on how you are perceived by your customers? Find out more on how you need to have a plan and how you will manage your businesses' reputation. Contact us today at http://customfitmarketing.com to get started.
The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.
There are dozens of social platforms, but which ones are your customers using? Social Marketing by the Slice offers restaurant owners insight into loyalty marketing in the age of social media.
EMAIL GENERATION: AUTOMATING THE GROWTH OF YOUR LISTAndrew Maff
On May 31st Andrew Maff sat down with Josh Mendehlson of Privy.
We did a webinar on how to automate the growth of your email list and the benefits of using an email list to build revenue and community.
We went through everything from gated content to pop-ups and even what to offer to entice email submissions. We got A LOT of really good pieces of information out in this one and we even shared some secrets of what we know the big sellers are doing.
Check out the slides attached here and feel free to reach out if you have any questions!
SUBSCRIBE to our YouTube channel to see all of our other webinars!
SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT
Encore Webinar: Steal from the Best: Subject Line Secrets from the Top 3,000 ...Return Path
According to stats compiled by Impact Branding & Design, 33% of email recipients open their email based on the subject line alone. View the presentation to learn how to unlock the secrets from the Top 3,000 retailers.
Email & Social Media Productivity Hacks for Agencies: Mailigen SlidesSendible
Handling many clients as a digital marketing agency has its challenges. There’s always too many things on your plate and each of your clients deserves your undivided attention. One way to improve your results (without employing new staff) is to become more efficient and increase productivity within the great team you already have.
If you’re a digital agency and want to grow your business by providing email and social media services, this is a webinar not to be missed!
Email marketing and automation experts Mailigen will teach us how to tell beautiful stories and create human connections with your clients’ customers via email. While we, Sendible, will cover the social media front and show you how you can deliver better results and drive leads easily.
Our joint webinar will explore how to:
- Create engaging email content for your clients to gain maximum impact
- Use email automation to nurture leads
- Leverage social media automation to help grow your business and client base
- Find relevant social media content with little to no effort
- Generate a continuous flow of leads for your clients on social media.
Slides from a workshop presented by the Ennovation Center in Independence, Missouri. The program features how to market, brand and promote your specialty food business.
Salt Lake Comic Con: Driving Engagement Through Video MarketingSTRYDE
Created and presented by Bryan Brandenburg
Bryan Brandenburg, CMO and Co-founder of Salt Lake Comic Con, shares his strategy for bringing brands to the forefront using social media and video marketing. Presentation originally given at Inbound Marketing SLC: Content Marketing Focus on August 6, 2015.
Marketing tips for small business ownersJerome Brown
These are some marketing tips for small and medium sized business owners. These are some of the marketing strategies for small businesses that Common Cents Consulting LLC uses to help business owners. Contact us at (219)228-1372 or visit us online at www.letsmakedollars.com. Email us at commoncentsconsultingllc@gmail.com
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
1. Welcome to the DMA’s
Creative Certification Course
Part Three
Digital Creative that Engages
Customers
Thurs., Oct. 17, 2013 ; 1:00- 2:45 pm
Alan Rosenspan • Nancy Harhut • Carol Worthington-Levy
2. Want to reach any of us?
Alan Rosenspan: arosenspan@aol.com
Nancy Harhut:
nancy.harhut@wildeagency.com
Carol Worthington-Levy
CWL@Worthington-Levy.com
You’ll also find us in LinkedIn!
2
3. What ‘digital media’ are we
talking about?
•
•
•
•
Websites
Email
E-newsletters
Anything you want to talk about
• NOTE: for email, the same rules of engagement apply as they
do in space advertising
• For websites it’s akin to direct mail
• Just because it’s a website, doesn’t mean the copy can be
written poorly (believe it or not!
3
4. Design for the web
• It’s not always pretty
• Contrast is extremely important
• Get viewers to the thing they’re interested in
within two clicks
• Don’t waste the viewer’s time with lengthy special
effects – they hate it
• Use science to guide the design: eyeflow, legibility
and comprehension, etc.
• Sell, sell, sell
4
5. Direct selling site comparison
Compare these designs…
• Note the format – two
column or three
column?
• Color scheme: pale
blues and mid blues
(lower contrast)
• Special offers and
clearance below the
main image
• One main image that
does not change
5
6. Same products/site comparison
• 3 column format
• Color scheme: Deep red and
black with some gray: contrast!!
• Special offers and clearance to
the right of the main image
• Main image changes to 4
different products/offers
• Special offer to get signups
• Strong right hand column with
products and specials
• Upper right corner for closeouts.
6
7. Special offer
• Upper left for ‘signup’ offer
and
‘search our site’…. PLUS…
• OFFER TEST
(free tips vs. free knife)
• Remember: a website is just
another direct marketing
medium
7
8. Performance? Let’s compare that, too…
4 screen views/visit
7 screen views/visit
More visits
More signups for email
More returning customers/back end
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Disposable & Paper
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Dining Supplies
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Over 15,000 products for caterers
and food service professionals!
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• Sheet Pans
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8
9. Consumer site:
Niman Ranch Premium meats
• Every product photo leads
to a purchase page
• More appetite appeal
through affinity with great
chefs and recipes
• Promotion with deadline:
monthly and weekly specials
• Tells unique selling
proposition: all NR meat
from small closed herds with
cruelty-free treatment
9
10. Testing told us to emphasize the taste
and tell less anti-cruelty stories
The winner!
Right hand column is dedicated to
selling products
Right hand column is dedicated
to stories and value-add
10
11. Navigation
Quick easy links help customer find exactly
what they want — instantly
Top section is for shopping
Middle section is for gifting, specials and
new items
Bottom section is for chefs/restaurants, the
Trade, Farmers, corporate gifting
Registration into site will give customer
access to email-only offers
11
12. Selling pages
12
• Quick easy links help
customer find exactly
what they want —
instantly
• Appetite appeal galore:
in the COPY as well as
the photos
• Testimonials continue to
position Niman Ranch as
the tastiest of all
• Content tells the curious
customer more about the
meat and the mission
13. Selling pages
One click, and they’re in their favorite
category of meat and ready to buy
Homes in on specific
products
13
14. Content pages
Makes a website a ‘search magnet
• ‘Chef’ page always has a recipe
• Chefs will change out on ‘refresh’
• Recipes - a growing library
• Research told us that taste was paramount
• ‘Farmer’ Page Tells
the closed-herd
story: safer, lowvolume, cruelty free
• Positions small
farms/farmers as
heroes who work
every day for safer,
tastier meats
14
15. How should a nonprofit site look?
It depends on the goal …
• Direct donation site – keep
it as simple as possible
• Make offers for donations
stand out (see upper right)
15
16. Main nonprofit site has different goals
•
•
•
•
Informational and lead generation
The top section changes out every few seconds
This site has room for many stories, including a video
Customer involvement: get people to consider long term giving
16
17. Making extra money on a nonprofit site
• LIVESTRONG started
for
fundraising/nonprofi
t but has now
become a lifestyle
and health website
• Note they actually
sell advertising
space on their site —
it pays to do this and
visitors don’t mind
17
19. Making Your Emails
Sizzle
10 quick tips for
more effective email creative
• Great copy is essential…
• …but there are other things that will affect
whether anyone sees it – or reads it
19
20. 1. Know who you’re mailing to
A) Rental lists vs. your house list
•
•
•
•
Most rental lists are not worth a dime
(regardless of what your list broker tells you)
Your double opt-ins are good – special messages to get them
shopping
Your customers are the best audience!
Your task: getting their next order
B) Know your house list – and split it up
into segments
No email should go to EVERYONE on your list!
20
21. 2. Use interesting, varied subject lines
Market-appropriate works better than generalized
If you only talk “sale”, keep it as interesting as possible
Check your own email — notice what you’ve been responding to
Boring, bad…
Too much of the same promo
21
22. Hint: Your offer makes a great subject line
– But if you never change the offer, you lose the offer’s “juice”
– The power of the ‘free shipping’ offer is so diminished, it’s no
longer seen as an offer or an ‘opener’
Even free
shipping can
become
boring if it’s
the only offer
you use!
22
23. Here’s how to get your email opened
Lots of subject line variation keeps them on their toes
23
24. 3. Test. Suggest tests. Demand tests.
Otherwise, if it fails, everyone will blame the creative!
• TEST…Different offers
• Date/time limit versus offer emphasis
• Length of time they have to respond – today only; 5 hour sale; etc.
• Their name in the subject line vs. not
• YOUR name in the subject line vs. not
• NEW products vs.. ‘Sneak Preview’ approach
• Design: what kinds of photos or graphics work best
• MAKE SURE you test with an A-B split, and keep track of results
and long-term behavior
24
25. Offer tests: Create offers your audience can’t resist
•
•
•
•
Knowing your audience gives you better offer ideas
Some audiences don’t respond to discounts
Measure the responder behavior - to determine lifetime value
Test Different offers
– free shipping vs. a gift — discount vs. free shipping
– a gift card for both you and your friend, vs.. a higher
discount for you alone
– two different gifts (‘home made jam’ vs.. ‘ten-year spatula’)
– A challenge: design the next dress; write a romantic story
– Deadline by which they must respond to get the gift
– A sweeps or drawing vs. a gift now
25
26. Offer testing can yield surprises!
We offer-tested a
white paper about
their topic
(Permission email)
vs. a chance to win
a Tablet PC.
The list was all optins from the past
year. Pretty
qualified.
Which do you
think got the most
responses?
Which do you
think got the best
quality responses?
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26
27. 4. Keep brand consistent with voice and image
• A customer recognizes you immediately – credibility!
Monday, September 6 , 20 1 0
Here’s the brand via catalog…
Here’s the brand in an email
Subject: Shhh...Sneak Peek (50% Off)
Date: Thursday, July 29, 2010 7:02 AM
From: Chico's <chicos@email.chicos.com>
Reply-To: "Chico's" <support-bxaff05bg1vmdpau8ew09q5zdptbkw@email.chicos.com>
To: Carol worthington-Levy carol@worthington-levy.com
Conversation: Shhh...Sneak Peek (50% Off)
Private preview! Get a first look at the new fall collection (50% Off)*
Please add chicos@email.chicos.com to your safe sender list or address book.
View on a mobile device or web browser.
*Buy 1 full-price item, get the 2nd full-price item (of equal or lesser value) 50% off. Full-price styles only. Offer valid in stores,
online at chicos.com or at 888.855.4986. Limited time only. Discounted item will be reflected at checkout.
**30% off already reduced styles only. Offer valid in stores (excluding outlets), online at chicos.com and at 888.855.4986.
Marked price reflects savings off original ticketed price. No adjustment on prior purchases. No cash value. Limited time only.
27
28. Emails can be brand-consistent, yet different
• It’s ok to use different fonts as long as the message is
consistent and you have common elements
28
29. 5. Make the majority of the message LIVE
• JPGs and PNGs turn into big
red x’s when they’re picked
up as text
• This happens more often
than you realize
• This email in an iphone:
29
30. 6. Always use a
landing page
• “Smart” click on email sends to
specific landing page
• Goal – get the customer to
what they want, quickly
• Control their action – and keep
track of it
• http://www.wineofthemonthclu
b.com/category/big-bold-petitsirah?r=EM912A&utm_source
=emaillist_bronto&utm_mediu
m=email&utm_campaign=EM9
12A&utm_content=labelpic
30
31. 7. Spice up email with a variety of formats
• Different formats at different times
enables you to send more often
without the customer getting bored
• Try a promotional one vs. a newsletter
one (not too long) to start
• If this works try another format that is
in line with your market,
such as an “Ask the
Experts”
31
32. 8. Invite involvement by customer
The more
opportunity for
dialogue, the more
they’ll like you!
32
33. 9. Try videos
Even if it seems like a lot of work…
Does it need to be made with super high production
values?
Is it expensive?
What happens after they play the video?
33
34.
35. A top selling email with a video twist
•
If a video is
creative, and
gets to the
point, it can
work even if
it’s not slick!
•
1700 views
within 24
hours
•
Many
hundreds of
cases of
wine sold.
35
36. Video works on websites too
•
See how 5.11 Tactical
uses video online to sell
professional wear for
cops and other uses –
•
http://videos.511tactical.
com/videos/30/taclitetdu%27s
36
37. 10. Write a message that is compelling
• Do not believe that people
don’t read emails
• …but keep the message short
and succinct
• Keep the voice consistent with
the voice of your brand
• Don’t train your customer to
ignore your emails by using
an intern or non-copy pro who
will probably write a stinker!
37
38. Honest. Sincere. Grateful.
• Nonprofit emails, like
others, should be simple,
sincere and honest about
the needs
• Hyperbole about the cause
won’t help — but neither
will understating the need
• Top it off with a nice offer
to thank them for their
attention and donation
38
39. Show them you know what they like!
• Get into the swing of the way
your customer communicates
• Share with her about what she
is interested in, in a friendly
voice she’ll like
39
40. Be yourself, but even more so —
Develop a voice and attitude!
• If your customers like your attitude, this is a chance to let it
really shine each time you reach them
40
41. P.S. Hire a proofreader
Programmers and designers can’t spell.
Errors like this may possibly be ignored — or they
may make you look thoughtless!
Be classier than this. Yes, even with email.
Need a proofreader? Ask us for recommendations
or call Bulletproof!
41
43. Which of these will make you more likely
to do a favor for someone?
A: They have the same eye color as you
B: They ask you on a Tuesday
C: Their first name sounds similar to yours
44. You are more apt to like the taste of
vinegar in your beer if:
A: You know it’s there ahead of time
B: You learn of its presence after you drink
C: It’s red wine vinegar, not white vinegar
45. Which of these statements is true?
A: Thinking about your social security number impacts
the amount you’ll bid for an item at an auction
B: You’ll tip a restaurant server more if he or she gives
you mints with your check
C: You’re more likely to choose dentistry as a
profession if your name is Dennis
82. Writing for the Web
• Anyone can write for the web, right?
• 182,000,000 websites – as of 2007
• Netcraft
• Over 1 trillion web pages
• Over 50 million blogs – as of 2006
• Technorati State of the Blog
82
83. What’s even worse...
• There’s actually very little writing on the web
• Let’s look at the most popular websites in the world
83
86. What do we mean by winning?
• Websites with low bounce rates
• Websites that keep people reading and engaged
• Websites with high conversion rates – that
motivate people to buy
86
88. …not in the traditional way
• They scan – not just at first, but continually
• They take in “nuggets” of information
• This may be changing with iPad, Kindel and other
electronic reading devices
88
89. • Recent research gets an “F”
• They read the top bar, go down and read across for a
shorter amount
• They scan the left-hand side
• …all at lightening speed!
89
92. …not in the traditional way
• You don’t have a beginning, middle and an end
• Everything you write is a beginning…with a link for
more information
• You are not developing an argument;
or telling a story;
you are creating powerful telegraphic messages
92
94. 1. Be a Pied Piper
1. Highlight key words and benefits
2. Make them bold or BIGGER
3. Put them in another color to attract attention
4. Use numbered lists or bullets
94
95. 5. Use Headlines and crossheads
6. Put benefits and
calls to action
in the margin
95
96. 2. Keep it short
• Give them the benefit or main idea quickly
• Give them a lot of ideas, let them decide whether or
not to learn more
• For examples, visit www.alanrosenspan.com
• Don’t try to cram everything in
96
98. 3. Use the hot spots
This is the area that your eye
goes to first. It should have
news, an offer, or the most
important benefit
98
99. 4. Divide and Conquer
• Use boxes, sidebars, anything that helps simplify and
organize information
• Use charts and graphs whenever possible
• Always include a caption underneath them
99
101. 5. Write in different ways
• Write benefits in several different ways; if one
doesn’t resonate with some people, another might
• Save 33%. Get it at 1/3 off. Buy 3, get one FREE.
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• Write from different perspectives – customer, CEO,
engineer. It shouldn’t sound like it all comes from just
one person
101
102. 6. Be Direct
• Tell people exactly what you want them to do,
how and when
• Include multiple calls to action in multiple places
• Give people different ways to respond
• Toll-free phone number in e-mail increases
response by as much as 50%
102
103. 7. Add credibility
• Magazine advertising has an editorial umbrella;
people trust them more
• Direct mail is a tactile media – the person holds it in
their hands
• Digital is less certain. People are unclear who is
behind the information and whether a page can be
trusted
103
105. Still the one…
• Best way to maintain customer
relationships
• Best way to add value, if done correctly
• Because of this, more and more
companies are using e-newsletters
• And fewer people are reading them
105
106. • Average time spent on newsletter
• Percentage of people who fully read it
• When you add words, how much extra time
do they spend?
106
107. • Average time spent on newsletter
•
51 seconds – less than a minute
• Percentage of people who fully read it
•
19% - less than one in 5
• When you add words, how much extra time do they
spend?
•
Trick question – they spend less time
107
112. Write. Rewrite. Repeat
• “The first draft on anything is #@&%!”
— Ernest Hemingway
• “Only ambitious non-entities and hearty mediocrities
exhibit their rough drafts. It is like passing around a
sample of your phlegm”
— Vladimir Nabokov
112
113. “Many have the talent
to become great, but
few have the energy ”
— Tom McElliot
113
114. Thank You!
Visit AlanRosenspan.com
for 100 articles about direct marketing,
A new blog, and to ‘link in’
Visit Nancy Harhut’s agency site:
wildeagency.com/default.aspx
for facts, tips and great examples of the best
in direct marketing
Visit Worthington-Levy.com to learn more about Carol, or
WorthingtonLevy.wordpress.com/
to see dozens of articles about Marketing-Driven Creative