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Recharge Your Online Marketing


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Presentation for the Dublin, Ohio Chamber of Commerce Lunch and Learn Series covering Email Marketing, Blogging, Podcasting, and Social Networking Tools.

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Recharge Your Online Marketing

  1. 2. What Will We Cover? <ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Podcasting </li></ul><ul><li>Social Networking Tools </li></ul>
  2. 4. Reality Check > Most people have 3.1 email accounts > Average open rate: Ranges 20-35% > Average click-thru rate: Ranges 2-6% Chart Source: Campaign Monitor Jan 2007
  3. 5. Q: How do people read email? A: They don’t.
  4. 6. People scan email. > Scanners spend less than one minute reading an email newsletter > Only 19% read an entire newsletter > 67% skip the intro
  5. 7. Q: How do we get people to read, or at least scan, our email? A: It’s about improving the odds.
  6. 9. 1. Priority one: subject line <ul><li>Make the reader think they’re missing out if they don’t read your email </li></ul><ul><li>DON’T MISS THIS TIP! Superlatives and exclamation points get you nowhere </li></ul><ul><li>Subject line and “from” line should work together </li></ul><ul><li>You’ve got 50 characters - say the important stuff first </li></ul><ul><li>Have a stranger write it </li></ul><ul><li>Borrow, steal, flatter </li></ul>
  7. 10. 2. Write for how people read; er, scan <ul><li>Short blocks of text </li></ul><ul><li>Meaningful headings & sub-headings </li></ul><ul><li>Edit, edit, edit </li></ul><ul><li>Put an index at the top of long emails </li></ul><ul><li>Highlight key phrases, bold headlines and hotlink embedded content (web links, links to more information on your site; etc) </li></ul><ul><li>Those fancy HTML newsletters… Not so important </li></ul>
  8. 11. 3. Hold their attention: good content <ul><li>What is your unique expertise? </li></ul><ul><li>Highlight your organization’s people </li></ul><ul><li>Tell stories </li></ul><ul><li>Play off big news stories </li></ul><ul><li>Follow up - complete circles of information </li></ul><ul><li>If you don’t have any thing interesting to say … Skip it. </li></ul>
  9. 12. 4. List building ideas that work <ul><li>Create a fun quiz, ask for email and zip </li></ul><ul><li>Signup links EVERYWHERE </li></ul><ul><li>Partner with co-sponsors on list building </li></ul><ul><li>Permission and opt-in </li></ul><ul><li>Handout – 63 List Building Ideas </li></ul>
  10. 13. Email Marketing Vendor Types <ul><li>Pay per Email </li></ul><ul><li>Pay for Number of Subscribers Monthly </li></ul>
  11. 14. The Power of Blogs <ul><li>A frequent, chronological publication of personal thoughts and Web links. </li></ul><ul><li>A blog is often a mixture of what is happening in a person's life and what is happening on the Web, a kind of hybrid diary/guide site, although there are as many unique types of blogs as there are people. </li></ul>
  12. 15. What Should be on a Blog? <ul><li>Tell a your story. </li></ul><ul><li>Tell customer stories. </li></ul><ul><li>Have someone on the staff or board write a “how to” entry for the blog </li></ul><ul><li>Links to great information you have read online. </li></ul><ul><li>Updates on your company/products/services </li></ul>
  13. 16. <ul><li>Blogs add a personal connection to your site. </li></ul><ul><li>Don’t be afraid to start one. It can become a direct communication with your constituents. </li></ul><ul><li>Keep in mind that a blog needs new stories or information that will build readership to your site. </li></ul><ul><li>Stick with it and enjoy the experience. </li></ul>
  14. 17. Hosted vs. Self-Hosted Blogs <ul><li>Hosted Blogs are stored on another companies server and use their system for posting. It is the vendors responsibility to host and update the software. </li></ul><ul><ul><ul><ul><li>Can typically be setup by most tech savvy people. </li></ul></ul></ul></ul><ul><li>Self-Hosted Blogs are a software program that you store on your web server. It is your responsibility to host and update the software. </li></ul><ul><ul><ul><ul><li>Usually requires the support of a web professional. </li></ul></ul></ul></ul>
  15. 18. Open Source vs. Commercial Blog Software <ul><li>Open Source Software is created by a community of developers and typically available for free or a donation. No one to call for support. Must ask the community for help. </li></ul><ul><li>Commercial Software is created by a company and supported by that company. Support is available through email or telephone. Service or software costs money. </li></ul>
  16. 19. Top Vendors <ul><li>Hosted Blogs </li></ul><ul><ul><ul><li>Typepad (Commercial Hosted Software - Monthly Fee) </li></ul></ul></ul><ul><ul><ul><li> (Based on Open Source, Hosted Software with additional charges for more disk space and customized domain) </li></ul></ul></ul><ul><ul><ul><li>Blogger (Free Hosted Software from Google) </li></ul></ul></ul>
  17. 20. Top Vendors <ul><li>Self-Hosted Blogs </li></ul><ul><ul><ul><li>Movable Type (Commercial Software) </li></ul></ul></ul><ul><ul><ul><li> (Open Source) </li></ul></ul></ul><ul><ul><ul><li>Blogger also offers a version where the files are hosted on your server, but still requires the Blogger Hosting to fully work. </li></ul></ul></ul>
  18. 21. Podcasting <ul><li>What is Podcasting? </li></ul><ul><li>The delivery of audio or video content online or to digital devices for later listening. </li></ul><ul><li>Video Podcasting is becoming increasingly more popular than Audio Podcasting </li></ul>
  19. 22. Why should I use Podcasting? <ul><li>You’re your customers/clients can see and get to know those at your organization. Creates a personal connection. </li></ul><ul><li>Sometimes it is easier and takes less time to just talk instead of writing. </li></ul><ul><li>Adapting to our TV and Radio Culture </li></ul>
  20. 23. What do I need to Audio Podcast? <ul><li>Microphone </li></ul><ul><li>Computer </li></ul><ul><li>Conference Line that can be Digitally Recorded for interviews </li></ul><ul><li>Audio Editing Software and MP3 Encoder </li></ul><ul><ul><ul><li>Audacity for Mac or PC (Free, Open Source) </li></ul></ul></ul><ul><ul><ul><li>Garage Band for Mac </li></ul></ul></ul><ul><li>Quiet Place </li></ul>
  21. 24. What do I need to Video Podcast? <ul><li>Webcam or Camera that can be hooked up to Computer – Flip Camera is only $150 </li></ul><ul><li>Microphone </li></ul><ul><li>Computer </li></ul><ul><li>Video Editing Software </li></ul><ul><ul><ul><li>Camtasia Studio for PC </li></ul></ul></ul><ul><ul><ul><li>iMovie for Mac </li></ul></ul></ul><ul><ul><ul><li>Windows Movie Maker for PC </li></ul></ul></ul><ul><li>Quiet Place with Pleasing Backdrop </li></ul>
  22. 25. Tips for Podcasting <ul><li>Don't take more than 10 minutes </li></ul><ul><li>Keep things interesting and entertaining </li></ul><ul><li>Keep it geared towards your audience </li></ul>
  23. 26. Cool Stuff You Should Check Out <ul><li>StumbleUpon </li></ul><ul><li>MySpace/Facebook </li></ul><ul><li>Squidoo </li></ul><ul><li>LinkedIn </li></ul><ul><li>Google Reader </li></ul><ul><li>SurveyMonkey/Wufoo </li></ul><ul><li>Flickr </li></ul><ul><li>Twitter </li></ul>
  24. 27. Review of Handouts <ul><li>Copy of the Presentation </li></ul><ul><li>Tips for Writing Emails </li></ul><ul><li>Who can I send Email to? </li></ul><ul><li>63 Email List Building Ideas </li></ul><ul><li>9 Ways to find great post ideas for your Blog </li></ul>
  25. 28. Q&A
  26. 29. Have any additional questions? <ul><li>John Herman </li></ul><ul><li>(614) 448-5140 </li></ul><ul><li>Email: </li></ul>
  27. 30. Thanks for coming!