acquire subscribers and likes at rodirect 11
DESCRIPTION
Part 3 of the email marketing and social media marketing masterclass at RODIRECT 11 in Bucharest, Romania http://www.michaelleander.meTRANSCRIPT
Email Marketing & Social Media Marketing Masterclass
- part 3 -
Michael Leander 01-11-11
More information here www.michaelleander.com | www.michaelleander.me
2
”19” things you should be doing to acquire email
subscribers and get more fans – even on a shoe string
budget
Attract your audience
Landing page #1 Landing page #2
Which page generated most registrations?
Landing page #1 Landing page #2
Which page generated most registrations?
275 conversions 110 conversions
The conversion funnel for all your activities
What are we managing here?
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Integrate appropriate
Call to Actions everywhere for social, for email, for ...
So what is appropriate?
Ask yourself
• When a person is at this place, what is that person most likely to want to do?
• How can I help the person achieve what the person is likely to want to do?
• Which alternatives can I offer the person?
• What do I need to do in order to get the person to where I want the person to go next?
(c) Michael Leander Nielsen, 2008
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Earned media: What will make your audience talk about you?
Share experiences
http://www.facebook.com/pages/Bimby-Portugal/142614979110197?sk=wall
Quick results – B2B case study
+ 2 interview requests + 45 newsletter subscribers + 3 registered for event in Lisbon
Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/
Incentivize and
exclusivity
Gifting or engaging in a smart
way
Give people a choice
MWR 1
MWR 4
MWR 2
MWR 3
Trust
Trust
Are you using your main navigation to get visitors to do what you want them to do?
-> Link opens message in social network -> Default text to share -> Track # of shares -> Track # of conversions
Respond by sharing
• Example here
• Give your newsletter incentive in return for a share
• Let people register for contests in return for a share
• Use the Walk in The Park technique
Widgets, plugins and badges
Engage your website and blog
visitors > attract more Facebook
likes
Facebook social plugins:
http://developers.facebook.com/docs/plugi
ns/
Facebook badges:
http://www.facebook.com/badges/
Get fans to join via SMS/text
Perfect for ...
• Live events
• Advertisements in
TV, Radio, Outdoor
• Maybe even on your
Businesscard?
• Or at POS (Point of Sale?)
Think hard before you phrase your call to actions !
Advertise on in social media and social networks
Want to get a glimpse of Facebook advertisement
The journey starts off site – make it effective
Banner
The same goes for the copy in your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
Integrate call to actions on all pages
85%
15%
Which produced more sign-ups – the banner or the text link?
Text links very important
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: [email protected]
Learn more about this topic
How?
• Exclusivity: allow access to certain customer groups only
• On Facebook implement application that will allow login only if person has customer number / password
• Use closed communities with manual selection on blog, on social networks
• Be creative and stay true to your customer loyalty management strategy