The Flipbook offers tips and best practices on demand generation, email marketing, marketing automation, technology and social media. Implementing these best practices and tips is sure to increase the performance of your marketing campaigns and your Return on Marketing Investment (ROMI). Coming soon to iOS and Android!!

1. Performance Marketing Flipbook
Tips and Best Practices on
Demand Generation
Marketing Automation
Email Marketing
Technology
Social Media
Prefer a PDF Instead? Download it here:
http://bit.ly/dwflipbook

2. Demand Generation

3. Increase PPC Relevancy with Custom Landing
Pages
Increase the performance & relevancy of
your PPC (Pay-per-Click) campaign by
creating a set of Custom Landing Pages
that offer relevant content featuring your
targeted keywords. The more click
throughs you generate, the better your PPC
Ad will rank and perform.

4. Define leads using B.A.N.T.
Clearly define your leads. Start with
B.A.N.T. (Budget, Authority, Need and
Timeframe). Then, identify events by
asking questions that often drive need and
timeframe and surface clues about your
prospect’s interest and intent.

5. Focus on List Quality For a Better ROI
Focus on list quality over list size. You
may not have the largest marketing
database in town, but effective targeting
will deliver prospects with the highest
intrinsic value. And, targeting those
prospects will most certainly generate
higher response rates, greater success and a
better ROI.

6. Optimize Your Audience List for Lead Nurture
Define and segment your target audience
based on facts, not fantasy. Use past sales
history and models that will predict which
prospects are most likely to convert. Then,
test other variables such as frequency,
offer, messaging and channel to optimize
your list for lead nurture.

7. Email Marketing

8. Ensure Email Client Compatibility
Construct your email using valid markup,
pay special attention to various email
clients when using advanced CSS,
background images, etc. and always offer
your users an option to view the email in a
browser. Check for any incompatibilities
before you click SEND because once it’s
gone, it’s gone!

9. Design for The Inbox
Test your messages in different email
clients
Put your or your company’s name front
and center
Create a grabber subject line using 8-10
words
Avoid SPAM subject lines
Test your email with images disabled
Use text, colors & images to create the
most impact

10. Create Mobile-friendly and Text-Only Emails
Consider offering a mobile-friendly
version of your email depending on your
target audience. And, don’t forget to
include a text version. Data compression
services like Onavo for mobile devices are
programmed to display the text-only
version of the email and render the HTML
on-demand.

11. Follow CAN-SPAM
Don’t forget to include a physical address
for your company and an unsubscribe link
in your email.
It’s the law!

12. Create a Killer Subject Line
Your Subject line = Your Elevator Pitch
An artisan subject line:
Creates an emotional bond with your
brand
Generates instant engagement
Entices users to open the email
Helps you steer away from SPAM filters

13. Check Your Email Mechanics
Some of the best designed email
campaigns fail because simple items like
response links, the unsubscribe process and
web registration fail to link correctly or the
images fail to load. Check and the double
check your email before you hit SEND.

14. Marketing Automation

15. Engage Your Customers Through Content
Create content that Educates, Engages and
Entertains. Too often marketers use
brochure-ware as content for their
marketing automation an lead nurture
initiatives. Remember, the goal is to
engage, not enrage your customers.

16. Develop Customer Personas
Keep your database healthy. Review
customer data and lead information to
ensure it matches your customer personas.
An integrated approach using Email and
Custom Landing Pages will enable you to
capture enough data points for effective
audience segmentation.

17. Adapt Agile Processes and Workflows
Think BIG but start small. Apply agile
principles. Design your marketing
automation campaigns and workflows in
phases that can scale easily and adapt as
your organization grows.

18. Technology

19. Use Smart Cloud-based Services
Try cloud-based services like Dropbox or
Kicksend to enable file sharing across
multiple devices. Files are synced
automatically across all devices. Although
the paid versions offer more functionality,
their basic versions are available for free.

20. Flash vs HTML 5
While Flash is ubiquitous on web
browsers, that isn’t the case with mobile
devices that run iOS. Think of all the
iPhones and iPads you’d miss out on with
Flash! Also, HTML 5 is an emerging
standard. It works on the web and across
mobile devices so its platform agnostic.

21. Strong Passwords passwords…
When creating – A Necessary Evil
 Don’t use any variation of your name (first or
last)
 Don’t match your username
 Don’t use your DOB as your password
 Don’t use your pet’s or a family member’s
name
 Use at least 8 alpha-numeric characters
 Include at least 1 uppercase letter
 Include at least 1 special character (!, $, %,
etc.)

22. Use Personalized URLs (PURLs) for Easy Recall
URL shorteners like bit.ly are a great way
for your prospects and customers to
remember and recall otherwise long
campaign URLs. Customize shortened
URLs for relevancy and easier recall.
E.g. http://bit.ly/dwflipbook

23. Create an SPF Record
Improve email deliverability by creating a
Sender Policy Framework (SPF) record for
your sending domain. You can create an
SPF record for your domain in under 2
minutes.
E.g. http://bit.ly/creating-spf-record

24. Use Vanity URLs and PURLs
Use Vanity URLs to build strong affinity,
easy recall and relevancy of your
campaigns. Include a targeted keyword(s)
to make it unique, memorable and relevant.
E.g.
http://AffordableSmallBusinessPlans.com

25. Social Media

26. Claim Your Social Media Personas
Define your social media personas
carefully as they represent your personal &
company brand. Remember, social media
offers We (@BOSMarketer) and I
(@nirmalp) personas. And remember to
post content that’s appropriate to each
persona.

27. It’s Never Too Late to Start A Blog
Start small but start blogging. Blogging
establishes you as a subject-matter expert
and delivers fresh content that helps with
SEO. A plethora of free platforms
including Wordpress or Tumblr can get
your started in under 10 minutes.

28. Put the You in YouTube!
Studies show videos under 2 min is the
best way to keep your customers engaged!
Give a demo, talk about an industry trend
or a topic. Video also helps drive traffic &
improve conversion rates. Consider using
HTML 5 over Flash for greater
accessibility on mobile devices.

29. Un-sanitize Your Content
Create and share content that is fun and
sharable, not sanitized. Share links, blog
posts, pictures from a recent company
outing, Halloween party, presentations etc.

30. Pictures Talk Louder Than Words
“Twitter is a link economy, whereas
Facebook is a picture economy. So just
about every status update should include a
picture. Ideas for pictures include
customers, your product or service in
action, employees and events. There’s no
such thing as a bad picture…” – Guy
Kawasaki

31. The Facebook Dilemma: To Like or to Share?
A Like implies passive engagement. It’s
the equivalent of secretly loving someone
but not being vocal. Sharing implies active
engagement. It’s the equivalent of being
vocal about something. Although both are
desirable, Sharing beats Liking.

32. Use Chicklets to Encourage Content Sharing
Encourage content sharing on your website
and blog through social media chicklets,
small widgets that enable 1-click sharing
across social media properties. Visitors
may like your content but without the
proper cues and prompting they may not
consider sharing it.

33. Create Engaging Content For Social Media Sharing
Be original. Use your own distinct voice
and create content that’s educational,
engaging and entertaining. More people
will be encouraged to share your content
and provide you with reach thereby
increasing your influence.

34. Automate Parts of Your Social Life
Use time-saving tools like TweetDeck or
Hootsuite to automate your tweets, auto-
follow messages, follow-backs, etc. but
don’t become a bot. Don’t forget to lend
your own voice. Remember, social media
is all about having conversations and
driving engagement.

35. FREE 1-hr Assessment of Your Marketing
Initiatives
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