Boost Sales Through Social Media & E Marketing2
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Transcript of Boost Sales Through Social Media & E Marketing2
Tony Sarna from David Benjamin from
Presented By
Social Media Introduction
• Create profiles on each social network
– Direct visitors to specific social networks
• Focus on frequent interaction
• Create word-of-mouth/viral campaigns
• Consider social network aggregators
Social Networks for Business
FacebookLinkedIn
E-marketing Introduction
• Crucial business tool
• Connect with: Customers
Prospects
Leads
Partners
Employees
E-marketing Metrics
• Metrics
– Employees do not reliably track source
– E-marketing can automatically track source
• Conversion rate
– Balance between quantity and quality
• Open rate
Open Rate =Opened
Sent - Bounced
E-marketing Cost Savings
• U.S.P.S. will increase rates on May 11, 2009
– From $0.42 to $0.44 per unit
• Significant cost savings
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00
Cost (per unit)
Postal Mail ($1.00)
E-mail ($0.02)
• Link to content
– Websites
– Blogs
– Relevant articles
• Answer questions
– Provide value by helping others
• Recommend and get recommended by peers
Twitter (continued)
• Expand network by searching for“targeted” contacts
• Establish relationships online,strengthen offline
• One-to-many communication
• Two-way interaction, removes gatekeeper
• Constant, 24/7 dialog
E-marketing Delivery
• Best time to send
– After 10:00 AM; Tuesday through Thursday
– Experiment with delivery days and times
– Consider segmenting mailing lists by time zone
• Best practices
– Do not include attachments
– Do not include inline images
– Do not include video or Flash content
E-marketing Performance
• Continuous incremental improvement
– Tweak or change subject line
– Personalize subject line and content
– Provide immediate call to action
– Provide lasting value
– Monitor metrics
– Send multipart messages (HTML and plain text)
– Use an e-mail system not Outlook
• Profile should demonstrateexperience and expertise
• Use search to find:
– Clients
– Contacts
– Companies
• Q&A section can provide value andbuild credibility
LinkedIn (continued)
• Additional features
– Blog Link
– Slideshare
– Huddle Workplaces
• SocialMinder
– Stay in touch with connections
E-marketing Design
• Best practices
– Readable with images off
– Optimized for preview panes
– Quick to browse
– Easy to locate unsubscribe link
– Use tables instead of CSS
– Comply with CAN-SPAM and other legislation
– Test across various e-mail clients and devices
E-marketing Design (continued)
• Layout
– Outlook 2007 & Lotus Notes have poor support for modern Web standards
– Include links to social networking sites
• Message
– First 100 characters are critical
– Request addition to “Safe Sender” or “White List”
– Don’t overlook plain text version
• Send relevant messages
– “What's on your mind?”
• Share
– Profile
– Articles
– Videos
– News
– Links
Facebook (continued)
• Link to:
– Websites
– Blogs
– Portfolios
• Fan Pages
– Opt-In
– Send periodic messages and news
E-marketing Pitfalls
• Build lists, don’t buy lists
– Higher response rate
– Less bounced messages
• Honey Pots
– Providers leverage abandoned e-mail addresses
• Complying with the law is not enough
– SPAM is any undesired e-mail
– Opt-In should be mandatory
E-marketing Pitfalls (continued)
• Good lists
– Opted-In via website
– Online form; indicated interest and permission
– Purchased product or service in past two (2) years
• Bad lists
– Obtained address from third-party
– Over two (2) years since last transaction
– Old lists; permission fades exponentially over time
Social Media
• Plan social media strategy
• Set goals for social media
• Allocate time and resources
• Evaluate performance
• Adjust course as necessary
Social Media (continued)
• Pros
– Growing popularity
– Connect with clients, prospects, and vendors
– Effective when used properly
• Cons
– Requires time and resources
– Become transparent
– Damage reputation if used improperly
E-marketing
• Bursts of activity
– Residual activity days, months, or even years later
• Typical message viewed multiple times
– Numerous brand impressions
• Set realistic expectations
– Do not expect open rates of 80% to 100%
– Typical open rate is 20% to 40%
E-marketing (continued)
• Pros
– High-volume, personalized communication
– Metrics with proven Return on Investment
– Can be prescheduled or automated
• Cons
– Can feel impersonal
– Delivery issues
– Frequently changing technology
Social Media & E-marketing
• Multi-channel marketing
– Adopt “Clicks-and-Bricks” strategy
• Goals
– Increase sales
– Increase leads
– Improve brand awareness
– Reduce cost
– Increase value
Questions & Answers
Tony Sarna from David Benjamin from
Presented By
Phone: 248.496.1880E-mail: [email protected]: www.voicesofdetroit.com
Phone: 248.619.0395E-mail: [email protected]: www.hypertek.net