How to use eMarketing to build and retain a community of clients and

customers

eMarketing Techniques

Introduction

• Who am I?

• My background in eMarketing

• What is WorkSmart eMarketing?

4 Caveats

• 80/20

• Water from a Fire hose

• Have fun!

• Foundations

What we’ll talk about

• Accountability – MIH• Why use eMarketing• Specific Strategies and tactics• Case Study• How to get started today!

Pick an AccountabiliBuddyPick an AccountabiliBuddy

1. Choose a partner2. Introduce yourself3. Commit to do ONE thing you learn today4. Connect outside of this workshop5. Check up with each other - MIH

Benefits of eMarketingBenefits of eMarketing

• Easy to use• Easily quantifiable• Extreme Personalization• Interact with users• Time Efficient• Cost efficient• High Return on Investment

8 Different Techniques

1. Website2. Search Engine Optimization3. Email Marketing4. Video5. Podcasting6. Blogs7. RSS8. Web 2.0

Web 2.0?

• A user driven virtual world

– User driven content– Rich, interactive and user-friendly– Community and Social Network – Incorporation of Video and Mobile

Ex. Blogs, wikis, social networks, online video, etc

From Web 1.0 2.0

• Web 1.0– Cost prohibitive– Websites for informational purposes– Used to show success

• Web 2.0– User-driven– Extremely interactive– Cost friendly

• Conduit/Feedburner• iContact/Constant

Contact• LinkedIn/Facebook• PBWiki/WetPaint• Digg/StumbleUpon• Upcoming.org/Confabb• Technorati/Blogger

Importance of a Website

• Awareness• Sales Cycle• Deeper information• Open 24-7-365• Referral tool

Thanks to Duct Tape Marketing

• Automate marketing• Capture leads• Reduce ad costs• Deliver a product• Create a community

Importance of a Website

Thanks to Duct Tape Marketing

• Serve subscriptions• Up sell and cross sell• Answer questions• House data• Collaborate and manage projects

Importance of a Website

Thanks to Duct Tape Marketing

Are you Optimized?

1. Keyword Rich

2. High-Quality Content

3. Inbound Links

Thanks to Duct Tape Marketing

Optimize your site TODAYOptimize your site TODAY

• Page title• Keyword density• H1, H2, H3 tags• Bold text• Anchor text• Keyword phrase or theme for each page• Robot friendly page URL

Email Marketing - Is it effective?

•YES• Benefits:

– Inexpensive– Easy to create– Easy to track and monitor

Tips on email marketingTips on email marketing

• Focus on the reader’s needs• 60/40 editorial to promotion content ratio• Use your prime real estate• Assume your email will be skimmed• Have an interesting subject line• Sender from name

Tips on email marketing (cont.)Tips on email marketing (cont.)

• Run a spam checker• Forward-to-a-friend• Link to web version• Opportunity to unsubscribe• Request to add sender to safe-senders list • Physical mailing address provided

Don’t be a spammerDon’t be a spammer

• 70%-90% of all e-mail = SPAM. (Clickz.com)

• Avoid CAPS in Subject line• Avoid Words Like: “Click Here” or “FREE”• Use Bright Colors and Large Fonts Sparingly • Look Like a Newsletter • Limit your Email Message Size to 20K to 40K

RSS – The common denominatorRSS – The common denominator

Why Blog?

• SEO friendly• You’re an expert• Customer relations• Get feedback• PR and Media• Track and monitor

Blogging TipsBlogging Tips

• Set up Monthly/Quarterly/Yearly Goals• Don’t get discouraged if no one is showing up• Read other blogs/forums• Its not just about business, its about you!• Establish policy

Really Simple Syndication

• Syndicating information quickly and easily• Getting live feeds directly to a users computer• Have websites send information to YOU• Opt-in only

• Create and promote feeds: Feedburner• Aggregate feeds: iGoogle, Google Reader

iGoogle

RSS Feed

Video

• Virtual Learning• Personal Connection• Easily Syndicated• Free to post • Built in SEO

50% of the US population will watch online video in 2008

Podcasts

• Streaming audio files on the internet• Post like talk-shows / radio-shows• Customers can subscribe – automatically

download• itunes hosted – easily downloaded to ipod

Effective Podcasts

• Know your audience / target• Clearly organized message• Have notes online• Make your podcast:

– Informative– Valuable– Engaging– Entertaining

Thanks to blog.podblaze.com

Case Study - KeyEntrepreneurs.org

Google Calendar

Videos for marketing

Post-Conference “Live Slideshows”Post-Conference “Live Slideshows”

Video Resources

Blogging / RSSBlogging / RSS

AccountabiliBuddy SystemAccountabiliBuddy System

1. Start a blog (blogger.com, wordpress)

2. Subscribe to a blog and post comments (technorati.com)

3. Subscribe to a podcast (itunes.com)

4. Join Linkedin.com 5. Start an email campaign6. Create an igoogle.com account7. Integrate google analytics8. Pick out keywords for your website

Thank You!!!

Contact me to learn more about eMarketing and how we can help you get on the right path.

Brad KleinmanBSK@BSKConsulting.com