Michael Leander

Lisbon, 10-11-11

More information here www.michaelleander.com | www.michaelleander.me

7 things you can inject in your marketing mix and get

results right now

Which reads the most words per minute – the eye or the ear?

2.500 words per minute 125 words per minute

Too many marketers focus on gimmicks, features and other irrelevant stuff, when they should focus on results.

Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot

Fact 2: Email marketing is growing, but becoming increasingly difficult to handle

Fact 3: Gaining traction in social media is not what most people think it would be

The average time spent on a task before being distracted or switching

to another is only

3 minutes 11 seconds.

People are being overwhelmed by 100,000 words and

34g of information daily

Your target prospect is exposed to

6000 advertising messages every

single day

Short attention span, loads of intrusion - how do you cut through the clutter?

Brain filter

Do I know you? Do I need you? Can I trust you?

Unique passionateemotional authentic focused

interactivemeaningful

…

Break down the terribly inefficient silo thinking

Transparency

Relevancy

Significant changes

8 second rule

Customer intimacy

Multichannel mix

What business are marketers in?

VS.

Romy Ruth

ROT = Return on Time

2 things that can power up your marketing

by DIRECTIMEDIA

CROSS-MEDIA

CROSS-MEDIA

by DIRECTIMEDIA

Objectivo

PROBLEMAS

by DIRECTIMEDIA

Objectivo não definido

Objectivo mal definido

Objectivo não resolve o problema

Objectivo não alinhado com a estratégia

OBJECTIVO

by DIRECTIMEDIA

Identificar o problema

Definir o objectivo

Criticar o objectivo

Definição final do objectivo

by DIRECTIMEDIA

CROSS-MEDIA

MEIOS

by DIRECTIMEDIA

MEIOS

by DIRECTIMEDIA

Quais os Meios que devemos usar?

MEIOS

by DIRECTIMEDIA

Os que funcionam!

Que nos permitem alcançar o

Objectivo!

MEIOS

by DIRECTIMEDIA

Custo

MEIOS

by DIRECTIMEDIA

Custo

MEIOS

by DIRECTIMEDIA

Resultados

MEIOS

by DIRECTIMEDIA

MEIOS

by DIRECTIMEDIA

5 things to power up your direct & digital

marketing

Walk in the Park ABOA

Emotional links 3 email marketing tips

Repurpose content

Be clear about the ”Why” – what are you trying to achieve?

42 http://www.youtube.com/watch?v=wVQPY4LlbJ4&feature=related

Things to remember

ABC = Always Be Closing • But do not necessarily try to close ”today” – build up to

the close by engaging and build the relationships

AIDA = Attention Interest Desire Action • How do I get the recipients attention?

• How do I catch the recipients interest so that the person will desire to learn more, and eventually take action (to click or buy or …)?

43

The AIDA in practice

Compelling message

Benefit driven details

Full story with all the bells and whistles

Call to actions

Call to actions

Call to actions

Home page or product home page

Product home

Product details

ABOA Attribute Benefit Objection Answer

45

When writing copy for the web and email

Attribute

Benefit

Answer

Answer

The Walk in the Park

Clearly defined navigation paths Build trust quickly Your MWR’s – Most Wanted Responses Be a guide to help your visitors go from A to Z Implement call to actions consistently Measure the effect and re-do if results are poor

Let’s see a website

MWR 1

MWR 4

MWR 2

MWR 3

Trust

Trust

So what happened to all the other clicks ?

Are you using your main navigation to get visitors to do what you want them to do?

Who is the most important

person in the world?

Headlines & Emotional links

When you write, consider

• Benefit driven headlines, not descriptions

• Experiment with headlines 2,3 or even 4 lines long and in different colors, bold/italic etc.

• Compelling copy about YOU (the reader) – use You at least 3 times more than we or us

Put some emotion into your links

Using ”Read more” is far less effective than for example benefit driven link texts:

• See how this marketing tool can save you money quickly

or

• Go here to learn why others are raving about this marketing tool

Offer alternatives

Think: Where might the visitor be in the buying cycle?

Ask: What is the visitor likely to want / need to know next?

Prepare links & pictures for scanning >>>>>>>>>

3 Email marketing tips that gets you increased results !

TOP TIP

Check your database/list frequently !

Never active

Seldom active

Active frequently

Always active

40-60%

2-5%

Focus on the Mind Box

The First 30 Days and Welcome Flow

In email marketing

The experience at the beginning of the relationship

impacts the LENGTH (how long the average subscriber

will stay with you) and the VALUE of the relationship

Acquisition Sign-up First newsletter Second newsletter 3,4,5.....

Sign-up

First Contact

First Newsletter

Second newsletter

The First 30 Days – What’s your flow?

Push referral

80% click on one or more of those

links!

Educate your new subscriber –

sequential auto responder welcoming

program

67

Day 1 Day 3 Day 5

Can you guess the CTR (response) winner for these email marketing campaigns? A ? B ? C ?

A B C 26,22% 5,00% 10,32%

69

Intro links / Pre-header

Intro story (Credibility)

Functional links

Survey or result

”Products and offers”

Activate profiling call to action

”Article”

Sender branding

”more articles”

Functional links

Can be differentiated

based on profile

TOP TIP Zoom of preheader >>

Experiment ! Different markets react differently

Give several response options – and put emotions into your link texts

Re-use content and increase the ”I’ll stick around for more” factor

Repurpose content

Group hug

Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com

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