Part 2 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romania http://www.michaelleander.me

1. Email Marketing & Social
Media Marketing Masterclass
- part 2 -
Michael
Leander
01-11-11
More information here www.michaelleander.com | www.michaelleander.me

2. The 5 Step Plan to Better
Community and
Recipient Engagement
Email and social media

3. THE MORE CONTENT YOU HAVE
THE MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE
THE MORE CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER
PROFILES THE MORE USERS AND CONTENT YOU WILL GET.
THE EASIER IT IS TO DO TRANSACTIONS
THE MORE USERS YOU WILL ATTRACT.

4. Golden Rules of Engagement
Rule # 1: Be patient
4

5. Get critical mass & exponential growth
25
GROWTH IN SUBSCRIBERS
20
15
10
5
0
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

6. Check the community – click here

8. Your content
concept
Measure &
react Your value
Social Media & proposition
Email Marketing
Roadmap
Automate Sign-up
tactics
Engage Attract
audience audience
First 30
days

9. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Brain Do I need you?
filter Can I trust you?

10. Consumers and business buyers are
becoming more and more cautious
Trust is critical

11. See the movie here

12. Your content
concept describes
 What you offer
 What the benefits of your
offering are
 Why your audience should
engage
 Frequency, security,
 Trust
 Think like a publisher

13. Tips for a great
content concept
 Be unique
 Be honest about what you
can deliver
 Manage expectations –
don’t overpromise

14. Unique,
passionate,
emotional,
authentic,
focused,
interactive,
meaningful…

15. Learn about your audience before
you develop your content concept
• Who/where are they?
• What are their interests?
• What are their problems?
• What sort of bandwidth connection?
• What else do they like?
Let’ see an example next...

16. Case study with a great content concept -> long term build up
Although I am banner blind,
This add caught my attention
It says: Mindshare is looking
for more friends”
Click here

17. The click took me to
this Facebook page
About us Tools
Inspiration

18. Seriously valuable
to marketing
professionals

19. <------ Integrating different
channels - > mobile media
information
<------ Offer to send (postal)
media information ->
capturing leads

20. The conventional approach
• Add value
• Participate in the conversation
• Don’t spam
• Don’t talk too much about yourself
• Beware of frequency of offers vs. value adding info
95% of all businesses fail with the conventional approach

21. An unconventional approach can work too

23. It’s all in the mind box

24. Your turn to shine !
5 minute excercise
Describe your content
concept

25. Next
Translate your
content concept
into your Value
Proposition

27. Summary of the content
concept = ESP
(Email Value Proposition)
Bullet list of
benefits
gets attention
Showing or linking to
a sample works well

28. Notice the
headline
The man has gone to
”extremes” to
explain the value !
Wonder why....
Go to this page and learn >> http://www.draytonbird.com/helpfulideas

29. How much information should you
ask from people?
Vs.

30. Your buttons matter!
A: Sign-up for Free Trial
B: See Plans and Pricing

31. Where is the
value
proposition?

32. Version B
Version A - One page
First page
Version B
Second page
Version A’s one-page form boosted sign-ups
from total traffic 51% and sign-ups from PPC traffic 113%.

33. Interest -
Desire
Action
required
>> AIDA still works well <<
>> http://www.facebook.com/sonyericsson

34. • Authenticity
• Emotions
• Proof
• Community driven
• Curiosity

36. Reveal page:
Do something
to get
permission
Result:
29% fill in the form

37. What about other types of social media?
Do you know a content concept for
those marketing channels too?

38. You need a content concept
for YouTube too

39. See the movie here
The Blendtec story is an amazing story of how experimenting on a low budget
turned into a huge success, which in turn generated significant revenue

40. And for Twitter

41. And for your blog

42. Learn more about this topic
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