Direct marketing strategies for 2013

1. Direct Marketing
@JeffxNelson
#anduro

2. Today’s Topics
• Outbound vs inbound marketing
• Acquisition strategies and channels
• Retention strategies and channels
• Segmenting and targeting
• Customer profiling and targeting
• Messaging and testing
• Managing customer related data
• Data analysis and ROI
2

3. Outbound vs Inbound
Outbound: Inbound:
• buying attention • blogs
• cold-calling • podcasts
• direct paper mail • webinars
• radio • video
• TV advertisements • eBooks
• sales flyers • eNewsletters
• eMail spam • whitepapers
• telemarketing • SEO
• traditional advertising • social media
Inbound Marketing What is SAIT using?
http://en.wikipedia.org/wiki/Inbound_marketing
Inbound Marketing vs. Outbound Marketing 3
http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx

4. Exponential
Sarnoff Network Metcalf Network
David Sarnoff – broadcasting Bob Metcalf – Ethernet
• Viewers – 20 • Viewers – 20
• Math – 20*1 • Math - 202
• Network - 20 • Network - 400
Reed Network
David Reed – social networks
• Viewers – 20
• Math - 220
• Network – 1,000,000
Marketing Communications Integrating Offline and Online with Social Media by P. R. Smith Ze Zook 4
http://faculty.mu.edu.sa/public/uploads/1358138379.314MarComms_5th-ed-sample_chapter-7-MAY-1.pdf

5. You Oughta Know Inbound Marketing
You Oughta Know Inbound Marketing 5
http://youtu.be/4-lGe5MnBlY

6. Hubspot`s All in One Software
The 2012 State of Inbound Marketing 6
http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf

7. Best Practices
Measures: Institutions:
• www.Alexa.com • www.sait.ca
• www.SEMRush.com • www.ucalgary.ca
• http://marketing.grader.com • www.uwo.ca
• # Facebook Likes • www.harvard.edu
• # Twitter Followers • www.usfca.edu
• # Blog Feed(s) • www.mit.edu
• www.cam.ac.uk
Let’s do some research
7

8. Univ of Western Ont
University of Western Ontario 8
http://www.UWO.ca

9. Harvard University
Harvard University 9
http://www.Harvard.edu

10. RSS and Google Reader
Advantages:
• Less email overload
• Quick to read
• Less clutter (consolidated)
• All news in one place
• Subscribe to what you want
• Another place for searching
• Access anywhere
• Easy to unsubscribe
Subscribe to 1 blog
RSS Feeds Advantages and Disadvantages 10
http://www.samirkamble.com/rss-feeds-advantages-and-disadvantages/

11. Existing Customers
Tip #1: Give Customers
Incentives for Making More
Frequent Purchases
Tip #2: Give Customers a
Reason to Spend More at
Each Purchase
Tip #3: Combine Email
Marketing Offers
Tip #4: Educate Your
Customers about Your Other
Products and Services
Tip #5: Provide Consistent
Value
5 Ways Social Media Can Increase Your Revenue From Existing Customers 11
http://www.socialmediaexaminer.com/turn-customers-into-increased-revenue/

12. Email Opt-in
Amy Porterfield 12
http://www.amyporterfield.com

13. List Building
• Don’t rely on social media only; use email
• Feature opt-in box on web page
• Pop-up offer (free chapter of book)
• Give away free info – exchange for email (11:00)
• Quarterly webinars
• eBooks (free is time limited)
• Opt-in at end of blog post
• Create video on YouTube
• Post video on Facebook and link to opt-in page
• Promote posts on Facebook
List Building With Social Media: How to Grow Your Email List By Michael Stelzner
http://www.socialmediaexaminer.com/list-building-with-social-media-how-to-grow-your-email-list/
Facebook Marketing for Dummies by Amy Porterfield
www.amazon.com/Facebook-Marketing-All-One-Dummies/dp/0470942304 13
https://www.facebook.com/AmyPorterfield

14. Promoted Post
14

15. Facebook Offer
15

16. LinkedIn
• Message via 2nd connections
• Upgrade and connect
• Co-branded message with LinkedIn
Send me a message
16

17. Co-Brand Message
17

18. AuthorRank
AuthorRank:
• Photo shows up by results
• One more signal
• Connected to Google+
• Trust and authenticity
Google Author Rank: Has Google Chairman Eric Schmidt Now Confirmed It? 18
http://www.virante.org/blog/2013/02/06/google-author-rank-has-google-chairman-eric-schmidt-now-confirmed-it/

19. Rel=Author
Rel=Author:
• Head shots
• Your Google+ profile
• Contributor to...
• Adding your bio to WordPress
What is your Google+ ID?
Rel=Author : How To Do Google Rel=Author in WordPress by Elizabeth Jamieson
http://www.youtube.com/watch?v=YyIQzHD8rBY 19
http://www.devonwebdesigners.com/3278/relauthor-step-by-step-for-wordpress/

20. Profiling Differently
Old:
• Age
• Sex
• Marital status
• Postal code
• Income
• What bucket?
New:
• Social profile
• Behavioral data
• Lifecycle
• Recently bought
• Self selecting?
Facebook Graphic Search
https://www.facebook.com/about/graphsearch
The End of Demographics: How Marketers Are Going Deeper With Personal Data 20
http://mashable.com/2011/06/30/psychographics-marketing/

21. Acquisition Funnel
21
Developed by Joanne O`Connell and Jeff Nelson

22. Attributes
Attribution Solutions with Google Analytics by CardinalPath 22
http://youtu.be/Es_JDC4KJMo

23. Google URL Builder
• Google URL Builder Tool (15 min)
Attribution Solutions with Google Analytics by CardinalPath 23
http://youtu.be/Es_JDC4KJMo

24. Email Campaign Tracking
• Email Campaign Tracking (20 min)
Attribution Solutions with Google Analytics by CardinalPath 24
http://youtu.be/Es_JDC4KJMo

25. Offline Tracking
• Offline Tracking (23 min)
Attribution Solutions with Google Analytics by CardinalPath 25
http://youtu.be/Es_JDC4KJMo

26. Multi-Channel Funnels
• Multi-Channel Funnels (31 min)
Attribution Solutions with Google Analytics by CardinalPath 26
http://youtu.be/Es_JDC4KJMo

27. Monitoring – Mention.net
27
www.Mention.net

28. Questions?
Jeff Nelson, MBA
403-410-3803
jeff.nelson@anduro.com
@JeffxNelson
28