Lincs Business networking presentation

Welcome

Wednesday, 29 June 2011

Agenda

• 9:00   Introductions
• 9:15 10 Marketing planning tips. Presented by Joanne Willson. FIll The Gap Marketing
• 9:25   Speed networking 1st session
• 9:50 10 Ways from Cold to sold. Presented by Gary Gorman.
• 10:00   Speed networking 2nd session
• 10:25 " Email Marketing Basics. Presented by FIona Debell. QMailer
• 10:35   AOB
• 10:45   Close


History of the group
• Started on LinkedIn March 2011
• Fastest growing Networking group for the East Mids
• June 2011 Rebranded BizMidlands
• Reach - Lincs, Notts, Leics, Derbys
• 256 engaged members
• May 2011 Twitter and Facebook page launched
• JuneWebsite

Groups Objectives

• To connect businesses across the region
• To provide a platform to promote its members
• To provide low or no cost marketing initiatives
• To attract business for its members
• To offer help and guidance


How can you help.
• Register your business on BizMidlands.co.uk
• Join the group on LinkedIn
• Follow @BizMids on Twitter
• Post discussion on LinkedIn
• Connect on Facebook (search BizMidlands)
• Tweet the event #BizMids @BizMids
• Encourage your contacts to join in
• Connect to each other
• Write a review of the meeting

What’s happening?
• New identity
• New website
• Business show
• Retail site coming soon


New Identity


Badges


New website


BizGen Conference & Expo

Tuesday 25th October 2011
9:00 - 5:00
The Showroom Lincoln


• Free to attend
• Expert guest speakers in the “Learn
• Free speed networking Zone”

• Free business help • Four speed networking sessions
• Free training • Four boardroom sessions (ask the
experts)
• Free workshops
• 35+ business exhibitions
• Free business ideas
• Dozens of give-aways to visitors
• Make new contacts including an iPad 2
• Learn new ways to promote • Charity auction
your business • Charity rafﬂe


The Learn Zone
• Getting the most from LinkedIn
• Using LinkedIn as a lead generator
• Prospecting on Twitter
• Leverage Facebook and build your prospect list
• Social media for SME’s
• Financing and your business
• Step by step guide to local SEO
• Step by guide to building a blog from scratch
• Blogging for business

Conﬁrmed speaker
Joseph Bushnell is a Social Media & Internet Marketing
Consultant. He currently has over 100,000 Twitter followers
and 20,000 Fans on his Facebook page.
He speaks all over the country and gives training to SMEʼs and
local business owners showing them how they can get their
message out there, how to ﬁnd more leads ,earn more repeat
business and ultimately make more sales online.


Other speakers

• Expert blogger/journalist
• Certiﬁed LinkedIn professional
• Expert in SEO for local business
• SME Legal
• SME Accountant
• Sales and Marketing specialist


Why should you exhibit?
57,000 businesses across the region • Obtain more leads
• Only one exhibiter per category • Full day event
• Competitive pricing model • Heavily promoted
• Meet 100s of businesses • Show your expertise in the “Boardroom”
• Free speed networking • Guest speaker opportunities
• Showcase your business • Featured listing in the show guide
• Make new contacts • Listing in the post show email campaign


Price

“One size” space from only £185


Promotion
• Facebook ads and campaign
• LinkedIn campaign
• Lincolnshire Echo advertising
• Newark advertiser advertising
• Banner advertising
• Word of mouth campaign
• Twitter campaign
• Email campaign

Sponsorship opportunities

• Headline sponsor
• Boardroom sponsor
• Speed networking sponsor
• Learn zone sponsor


Register your interest

Bizmidlands.co.uk/show


10 marketing planning tips
to get your business growing

Joanne Wilson MCIM


Marketing is NOT Advertising


Where are we now?
Marketing Audit

How can we ensure arrival?
Feedback and Control
Where do we want to be?
Objectives

How to make your
business more profitable
The Marketing Plan

Which way is best?
Tactics How might we get
there?
Strategy


Where are we now?
Marketing Audit

How can we ensure arrival?
Feedback and Control
Where do we want to be?
Objectives

How to make your
business more profitable
The Marketing Plan

Which way is best?
Tactics How might we get
there?
Strategy
Advertising


Create a Practical
Marketing Action Plan (MAP)


1. Implement a customer feedback form and carry out
a customer survey


2. What do your customers read, watch and listen to?
Do they use Google or social media?


3. Benefits NOT features


4. Competitor analysis


5. Scan your market


6. Set measurable objectives. Know your goals. Be
realistic but aim high


7. Create an action plan


8. Assign responsibilities and timescales


9. Communicate the plan


10. Feedback into the marketing planning process


Useful marketing information


Thank you very much

Contact details:-
Joanne Wilson
www.fillthegapmarketing.co.uk
Twitter @jofillthegap
Link in!


10 WAYS FROM
COLD TO SOLD
…IN 10 MINUTES

SPECIALISE

10

BE DIFFERENT

9

USE SOCIAL MEDIA

8

GET SPEAKING

7

GET BLOGGING

6

SET UP A

GROUP

5

SET UP A

CHANNEL

4

GET TESTIMONIALS

3
Minutes Left

REMEMBER
OFFLINE
MARKETING
2
Minutes Left

TAKE ACTION!

1

EMAIL MARKETING BASICS

By Fiona Debell

www.qmailer.co.uk


WHAT IS EMAIL MARKETING?

The use of Email to directly market a commercial message to a group of people.

www.qmailer.co.uk


WHAT IS EMAIL MARKETING?

The use of Email to directly market a commercial message to a group of people.

Uses:
• Advertising, Surveys, Invitations

• Business Requests, Voucher Schemes

• Soliciting Sales or Donations

• Establishing Trust , Expertise or Loyalty

• Brand Building
www.qmailer.co.uk


www.qmailer.co.uk


Q.WHY USE EMAIL MARKETING?

A. BECAUSE IT WORKS

www.qmailer.co.uk


Q.WHY USE EMAIL MARKETING?

A. BECAUSE IT WORKS

• Only organic SEO has a higher ROI

• Email outperforms all other forms of DM, generating
an average of £35 for every £1 spent on it in 2010

• After brand familiarity, promotional emails are the 2nd
biggest inﬂuence on retail website visits

www.qmailer.co.uk


Q. WHY IT WORKS

www.qmailer.co.uk


Q. WHY IT WORKS
• It allows targeting
• It is data driven
• It drives direct sales
• It builds relationships, loyalty and trust
• It supports sales through other channels

www.qmailer.co.uk


BUT LETS NOT GET CARRIED AWAY…a garden only bears fruit if managed
properly, so it is with email marketing.

www.qmailer.co.uk


BUT LETS NOT GET CARRIED AWAY…a garden only bears fruit if managed
properly, so it is with email marketing.

GET THE BASICS RIGHT:

• Build a list of people who want to hear from
you.

• Craft a great message.

• Ensure the emails get to those on that list.

www.qmailer.co.uk


Once you have the basics right, there's a whole spectrum of sophisticated
tactics you can employ to drive success.

www.qmailer.co.uk


GETTING EMAIL MARKETING RIGHT WILL PAY DIVIDENDS.
Every communication represents your brand and your business, so you must:

www.qmailer.co.uk


GETTING EMAIL MARKETING RIGHT WILL PAY DIVIDENDS.
Every communication represents your brand and your business, so you must:

1. Stand Out

2. Have Permission

3. Be Relevant

4. Never Rely Solely on Images

5. Be Aware of Eye-tracking

6. Meet your Legal Obligations

www.qmailer.co.uk


1. STAND OUT
Get noticed for the RIGHT reasons.

www.qmailer.co.uk


1. STAND OUT
Get noticed for the RIGHT reasons.
• The ‘From’ and ‘Subject’ ﬁelds are THE most important

• The ‘Above The Fold’ Appearance will kill or cure

• A table of contents is an ideal start.

• Get your key point into your subject line.

www.qmailer.co.uk


2. GET PERMISSION
Create a list of permission based email contacts with whom you communicate.

www.qmailer.co.uk


2. GET PERMISSION
Create a list of permission based email contacts with whom you communicate.

B2C Permission Based Lists Should:
• Be ‘Double opt-in’

• Utilise a Sign Up ‘Data Capture’ process

• Receive Conﬁrmation E-mail

• Receive clear T&C’s at sign-up

B2B Email Marketing is a little different.

www.qmailer.co.uk


B2B Email Marketing has different legal
requirements to B2C.

Understand the difference, but remember you
must have permission to send bulk email:

www.qmailer.co.uk


B2B Email Marketing has different legal
requirements to B2C.

Understand the difference, but remember you
must have permission to send bulk email:

• Purchased lists are ﬁne – if they are permission based

• Tell the recipient where you got their details

• Personalise your message, use Salutations, Company Name, location etc.

• Include an ‘Unsubscribe’ link in every email sent.

• Remind your recipients who you are, and why they should trust you

www.qmailer.co.uk


3. BE RELEVANT
The content of your message must be relevant to the recipient

www.qmailer.co.uk


3. BE RELEVANT
The content of your message must be relevant to the recipient
Yes - even with permission!

• Only send valuable, relevant information

• Do not send information to everyone on your list just because you can

• Send only information that is both useful & expected

www.qmailer.co.uk


AND MAKE UNSUBSCRIBING EASY…

It’s the law! Failure to include an easy unsubscribe WILL lead to Spam Complaints

www.qmailer.co.uk


AND MAKE UNSUBSCRIBING EASY…

It’s the law! Failure to include an easy unsubscribe WILL lead to Spam Complaints

• True Email Marketing is NOT Spam

• Manage & track unsubscribes

• NEVER ignore unsubscribe requests

www.qmailer.co.uk


4. NEVER RELY SOLELY ON IMAGES

www.qmailer.co.uk



THINK I’LL KEEP DRINKING THEN…

www.qmailer.co.uk



If your content makes no sense when the
images are disabled, your email will fail.

• Let the images support the text

• NEVER design an email using only images

• Remember around 60% of recipients have
images disabled as standard.

THINK I’LL KEEP DRINKING THEN…

www.qmailer.co.uk


5. BE AWARE OF EYE TRACKING RESEARCH

www.qmailer.co.uk


What is Eye-tracking?
Eye-tracking is a well researched means of establishing the behaviour of web users and email recipients. The
information here is based on the Nielsen Approach.

www.qmailer.co.uk


What is Eye-tracking?
Eye-tracking is a well researched means of establishing the behaviour of web users and email recipients. The
information here is based on the Nielsen Approach.

Heading copy is crucial

This email eye-tracking example shows users scan the
headings and, if relevant, click through. They do not read
the body copy.

According to Jakob Nielsen, recipients tend to just fixate
on the first two words of the headings, so, just as for
subject lines, it is the first words that are most important.

www.qmailer.co.uk


Eye-tracking and the ‘F’ shape.

www.qmailer.co.uk


Eye-tracking and the ‘F’ shape.

Readers scan down the left side of an Email

The left column is most important. As the Eye-tracking image shows
here.

Email Introductions are skipped

Nielsen suggests that email text introductions are skipped according to
eye-tracking studies.

Introductions do have their place. They can be used to make the e-
newsletter personal and links will get clicks if they are relevant.

www.qmailer.co.uk


6. MEET YOUR LEGAL OBLIGATIONS (UK)
Any business who wants to communicate effectively with customers or clients must:

www.qmailer.co.uk


6. MEET YOUR LEGAL OBLIGATIONS (UK)
Any business who wants to communicate effectively with customers or clients must:

•Regularly check out the Information Commissioners
Office for updates.

• Know the difference in your subscribers – are they
B2B or B2C?

• Process all requests to unsubscribe within one week,
(preferably it instantly).

• Use a legitimate “from” name and “from email
address”.

www.qmailer.co.uk


YOUR LEGAL OBLIGATIONS (UK)

www.qmailer.co.uk


UK privacy legislation now controls
unsolicited commercial e-mail and
SMS to mobile telephones. By law, the
receiver is required to 'opt-in', except
where companies have a long-term
relationship with them, in which case
they may continue to email or SMS on
an 'opt-out' basis.

www.qmailer.co.uk


UK privacy legislation now controls
• Use a valid reply-to address that can function as an unsolicited commercial e-mail and
SMS to mobile telephones. By law, the
unsubscribe mechanism if required. receiver is required to 'opt-in', except
where companies have a long-term
relationship with them, in which case
• Always include your company address as per the they may continue to email or SMS on
an 'opt-out' basis.
Companies Act*.

• Check with all relevant government department
websites for rules which apply to you and your clients.

• Always keep one eye on Data Protection legislation
* Recent precedent suggests that a Company Contact Email Address may suffice, but this is not good practice.

www.qmailer.co.uk


WHO SHOULD BE EMAIL MARKETING?
Any business who wants to communicate effectively with customers or clients.

www.qmailer.co.uk


WHO SHOULD BE EMAIL MARKETING?
Any business who wants to communicate effectively with customers or clients.

Use Email to:

• Send Updates or Bulletins

• Make time limited offers

• Generate Sales

• Increase Customer Engagement

• Maximise Marketing Strategy

• Test Promotions or Product Offers

www.qmailer.co.uk


WHAT IS PROFESSIONAL EMAIL MARKETING?

The use of an Email service or programme to send email communications

www.qmailer.co.uk


WHAT IS PROFESSIONAL EMAIL MARKETING?

The use of an Email service or programme to send email communications

Services provided include:

• Permission Based List Building

• List Management

• Rich Content Integration

• Campaign Creation

• Unsubscribe Features

• Online Reporting

www.qmailer.co.uk


WHAT IS ‘LIST MANAGEMENT’?

Your database of customer or client contact information.

www.qmailer.co.uk


WHAT IS ‘LIST MANAGEMENT’?

As the list grows:

• Sort

• Edit

• Segment

• Manage

Your database of customer or client contact information.

www.qmailer.co.uk


WHAT IS RICH CONTENT INTEGRATION?

Rich Content simple means making it look nice – the ‘HTML’ bit.

www.qmailer.co.uk


WHAT IS RICH CONTENT INTEGRATION?

Rich Content simple means making it look nice – the ‘HTML’ bit.

Why?
• Increase Appeal

• Include Graphics & Text

• With caution, include Audio & Video

• Use pre-made, editable templates

• Reinforce your brand

• Stand out in the in-box

www.qmailer.co.uk


CAMPAIGN CREATION?

Putting the data together with the content to create a campaign.

www.qmailer.co.uk


CAMPAIGN CREATION?

Putting the data together with the content to create a campaign.

Organise by:

• Theme

• Branding

• Schedule

• Audience

• Desired Outcome

www.qmailer.co.uk


ONLINE REPORTING

Measure your statistics and know your desired outcomes before you send and you can
measure success and your ROI

www.qmailer.co.uk


ONLINE REPORTING

Measure your statistics and know your desired outcomes before you send and you can
measure success and your ROI

• Measure Open Rates (indicative)

• Monitor Clicks & Interests

• Segment data based on activity

• Send relevant information based on engagement

• Manage the Data and integrate with your off line
activity

www.qmailer.co.uk


USING AN ESP

An ESP is an Email Service Provider. A good ESP will simplify your Email Marketing.

www.qmailer.co.uk


USING AN ESP

An ESP is an Email Service Provider. A good ESP will simplify your Email Marketing.

So you have:

• Better Business Communication

• Targeted Marketing

• Automated Strategic Marketing

• Response Marketing

• Cost effective Marketing

• Integrate on / off line Marketing

www.qmailer.co.uk


Think of email as the digital equivalent of:

• Direct mail
• A print newsletter
• Advertising in subscriber based magazines and
newspapers

The important difference is ‘PERMISSION

www.qmailer.co.uk


Done well Email marketing will:

• Support database integration & segmentation

• Generate on-the-ﬂy emails customised to an individual recipient

• Generate actionable data to reﬁne your approach

• Generate immediate action: sales, downloads, enquiries, registrations

• Inform - send people to offline premises and events

• Prepare the way for catalogues, build awareness, contribute to branding

• Strengthen relationships, encourage trust and cement loyalty

www.qmailer.co.uk


GET THE CONTENT LAYOUT RIGHT:

www.qmailer.co.uk


The ‘Above the Fold’ content is key. One big Image is not a good start. Consider
the ‘In-Box’ Appearance, not the page layout.

www.qmailer.co.uk


Sample Layout ‘Newsletter’ Style

www.qmailer.co.uk


Sample Layout ‘Newsletter’ Style Sample Layout ‘Retail’ Style

www.qmailer.co.uk


If you do nothing else do these 3 things:

www.qmailer.co.uk



1. Get the Data in Order

www.qmailer.co.uk



2. Get the From & Subject Right

www.qmailer.co.uk



2. Get the From & Subject Right
3. Make the ‘Above the Fold’ content compelling

www.qmailer.co.uk


Who am I?

Fiona Debell
Client Services Director – Qmailer
Email me: ﬁona@qmailer.co.uk
Tweet me: @ﬁonadebell

What do I know?

10 years in Email Marketing.
Email Marketing Strategist & Trainer.

What is Qmailer?

Qmailer is an ESP – Email Service Provider.
Qmailer is part of the suite of web tools from Q Web
Development.
www.qmailer.co.uk


Thank you

BizMidlands.co.uk
admin@BizMidlands.co.uk

@bizMids

Lincolnshire and Nottinghamshire
Business Network

Search BizMidlands


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