digital marketing: facebook,adwords, email
TRANSCRIPT
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Welcome
Sugeng Rawuh
Assalamualaikum wrwb
Dapat di download di kanghalim.com
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Google Adwords
Taking over the world, one click at a time
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What you’ll learn
Adwords and how the platform works
The tools available
How to build and launch your first campaign
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Part 1: Intro to Adwords
What is Adwords?
How does it work?
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What is Google Adwords?
It’s ads on the web
It’s how Google makes money
96% of revenue (investopedia)
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Adwords offers
3 different ad products
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Search Marketing
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Google Display Network (GDN)
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GDN: Remarketing
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Product Listing Ads (PLA)
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We will focus on Search Marketing
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Why Adwords?
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Adwords #ftw
Great platform to drive relevant traffic
Intent-driven marketing (aka: sales!)
Ideal to acquire new customers
Higher intent
Lower in the sales funnel*
Can be used for quick tests
Product idea (coming soon)
Messaging / positioning
Your ads are live within 10 minutes *next slide
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About that funnel
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
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How does Google know which ads to show?
It’s all about relevancy.
Relevant keyword
Relevant ad
Relevant landing page
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What’s a relevant keyword?
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Keyword: An actual word or phrase
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Search Marketing: bid on keywords
Choose relevant keywords
i.e. What would your ideal user search for on Google
Every Google search is a real-time auction
Winners get to show their ads
Ads are ranked based on the auction results
Factors affecting the auction
Max CPC (cost-per-click)
Quality Score
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Keywords have match types
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Exploring keyword match types
[exact match]
“phrase match”
broad match
- negative match
Example for: red jeans
[Exact] only matches: red jeans
“Phrase” matches: red jeans on sale
Broad matches: jeans on sale this weekend
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Your ads should be relevant to the
keywords you picked
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Source: http://www.wordstream.com/images/bad-ad-doesnt-match-intent.png
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Quick ad copy tips
Use your keywords in your ad copy
They get bolded
Relevant ads tend to get higher CTR
CTR: click-through rate
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Targeted keywords? Check.
Click-worthy ads? Check.
Now what?
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Drive visitors to a relevant
landing page
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Don’t send users to the homepage!
Have a clear CTA (call-to-action) / next step
i.e. What should the user do next?
Click on a product
Enter their email address
Etc
Quick landing page tips
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Let’s look at some live examples
*interactive session
*
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Additional resources
Keywords match types
Google ad formats
Google Display Network (GDN)
Product Listing Ads (PLA)
Remarketing
Free landing page course
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Part 2: Adwords 101
Creating an account
Campaigns
Ad groups
Keywords and ads
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Sign up for Adwords (optional)
You can only have 1 Adwords account per email
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The adwords structure
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Source: http://www.wordstream.com/adwords-campaign
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Campaigns
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Campaign
A campaign can have many ad groups*
Campaign options
Campaign type
Search
Display
Budget
Geo-targeting
Languages
Mobile bid adjustments *next slide
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Ad groups
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Ad groups
A campaign has many ad groups
An ad group contains keywords and ads
Use ad groups to group relevant keywords together
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Campaign
Ad groups
Keywords/ ads
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Keywords
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Keywords
They “live” inside an ad group
Each ad group has a set of ads
Ads should be relevant to the keywords
Keyword options
Match type
Max CPC (cost-per-click)
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Ads
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Ads
They “live” inside an ad group
They should be relevant to the keywords
You should have at least a few ad variations running
3 ads per ad group is a good start
You want to know which ad performs best
Too many ads isn’t necessarily good either
Make people want to click, don’t be scammy
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Part 3: Adwords 201
Interactive Adwords session!
Let’s create an example campaign
With 2 ad groups
With 5 keywords in each ad group
With 3 ads in each ad group
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Part 4: Adwords 301
Keyword
Strategy
Tools
Google keyword planner
Permutationer
Linking Adwords to Google Analytics (GA)
Enabling auto-tagging
What is Quality Score (QS)
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Keyword strategy & tools
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Keyword strategy
Use Google’s Keyword Planner for ideas
Create a list of related keyword “themes”
Create a list of negative keywords
Create many permutations
Note
There’s no “right number of keywords”
Sometimes you need 100 keywords
Sometimes you need 1,000,000 keywords
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Google keyword planner
Permutationer
Merge Words
Let’s create a sample keyword list
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Adwords & Google Analytics
Link the two together
Don’t forget to link the two together
No, seriously. Don’t forget to link the two together
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Adwords, GA and auto-tagging
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Auto-tagging
Learn to love the gclid
Test your urls
Make sure they work!
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GA not linked? No auto-tagging?
You’re doing it wrong!
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Quality score
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In-depth look at Quality score
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Quality score key takeaways
Keyword quality score is ALWAYS calculated based on
the performance of the [exact] match
A “good” ad click-through-rate is relative to the
performance of other advertisers
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Bonus
Ad extensions
Adwords Editor
Adding negative keywords
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Ad extensions
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Get more ad space with ad extensions
Sitelinks
Click to call
Ratings/ reviews
Social annotations
More info here
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Boost your productivity:
Adwords Editor
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Adwords Editor
“Excel for Adwords”
Bulk upload
Download it here
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Adwords Editor interactive demo
Modify 1 campaign
Create a new keyword
Create a new ad
Add some negative keywords
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Facebook Ads
Baby pics, your friend’s engagement party
…and ads
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Facebook ads and how the platform works
The tools available
How to build and launch your first campaign
What you’ll learn
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Difference between Adwords and Facebook ads
Search queries v.s. audiences
Part 1: Intro to Facebook ads
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Adwords v.s. Facebook Ads
Advertising on Facebook is DRASTICALLY different than
Adwords
The bad
No “search intent” (higher in the sales funnel)
Users are looking at baby pics
The good
Audience targeting
Cheaper CPCs (cost-per-clicks)
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Search queries v.s.
audiences
Search queries: Constant stream Audiences: A “set” amount
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The good: Audience targeting
128,000,000 U.S. users visit Facebook every day
That’s over 40% of the U.S. population [source]
Reach them immediately
You can target by users by
Interest
Education
Age
Gender
And much more
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It’s all about supply and demand
Newer channel, less saturated (v.s. Adwords)
More advertisers moving to Facebook ads
Increase in CPCs
The good: Cheaper CPCs (for now)
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The bad: Limited inventory
Inventory is (somewhat) limited
Facebook already reaches a great % of the U.S.
The only way for Facebook to make more money is to
show users more ads (or charge you more)
A worst user experience
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The bad: No “search intent”
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
Higher up
the funnel
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The bad: #SPAM
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The bad: Audience saturation
Once you’ve reached X% of the audience, performance is
likely to decrease
When do you stop your campaign?
How do you expand to new audiences?
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The bad: resources
Facebook fraud
A breakup letter to Facebook
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Part 2: Facebook ad formats
Ad goals
Ad format
Ad specs
Ad products
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Ad Goals
Used for campaign performance reports
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We will focus on “clicks to website”
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Ad formats
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Right rail
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Newsfeed
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Ad specs
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Right rail ads
Ad specs
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Newsfeed ads (page post link ad)
Ad specs
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Ad products
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Wow, such ad products
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Exploring ad products
List of ad products
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Which ad product should I use?
Test test test
To drive “clicks to website” I like to use “page post link ad”
Optimize ad CTR (click-through-rate)
Optimize landing page CR (conversion rate)
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Note: Not all leads are created equal
Not everyone will convert
Look at your entire funnel
From lead to $$$
Seriously, you really need to look at the numbers across
the entire funnel
Make sure you understand the drop off points
Find the leaks
Close them
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Part 3: Facebook 101
Campaign structure and strategy
Creating your first campaign
Ad creative strategy
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Campaign strategy
Each campaign should have 1 objective
e.g. “clicks to website”
Ideally, each campaign targets 1 audience
Male
25 - 34
U.S.
Interested in Tennis
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Lets create a campaign
Show all audience targeting options
Separate campaigns by
Gender
Age
Placement
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Ad creative strategy
Make sure your ad is relevant to the audience
The copy should work well with the ad image
Make people want to click
Facebook cares a lot about CPM (cost per 1,000
impressions)
But be specific
“Free iPads” = no bueno
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Part 4: Facebook 201
Managing ad comments
Reaching new audiences
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Ad comments
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Managing ad comments
Go to your Facebook page
Make sure you’re logged in as a page admin
Click “notifications”
Click “see all”
Click “RSS”
Create a Feedly and add this link
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Step 1
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Step 2
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Step 3
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Add the URL to your Feedly
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Reaching new audiences
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A couple ideas:
Google Analytics demo data
Custom audiences
Audience lookalike
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Google Analytics (GA) demo data
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More GA demo data
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Custom audiences
Go to “Audiences”
Click “Create audience”
Use it for
Current customers
Engaged users (likely to convert)
Website visitors
Visited x page or product
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Step 1
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Step 2
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Step 3
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Bonus
Power Editor
Audience lookalike
Mass creation of ads
Copy/ paste from Excel
Adding UTM codes
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A/B Testing
To test or not to test... that is the question
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What you’ll learn
Why you should run A/B tests
How to think about A/B test
How to run A/B tests
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Difference between Adwords and Facebook ads
Search queries v.s. audiences
Part 1: Intro to A/B testing
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What is an A/B test?
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Testing 2+ variations of a page
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A/B/C test
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Multivariate testing
Source: https://www.optimizely.com/resources/multivariate-test-vs-ab-test
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Why should I run A/B tests?
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Make money / change a channel’s ROI
Source: https://www.optimizely.com/ab-testing
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How to think about A/B tests...
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It’s all about
the hypothesis
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Don’t just change a button’s color! Have a theory supporting why you’re changing it.
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A clear hypothesis helps you:
Learn something about your target audience
Test multiple variations
Understand what to test next
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Example A/B test template
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Document your test results.
Share them with your team.
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Pro-tip: Avoid local maxima
When you have little traffic, aim for big A/B tests
e.g. Don’t just test button color, test an entire new
design
Source: http://www.90percentofeverything.com/wp-content/uploads/2011/01/locmax.gif
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Generating A/B test ideas
Coffee shop testing
Go to a coffee shop, ask 10 people to achieve X task
on your site. Buy them a coffee.
Use Peek (from UserTesting.com)
It’s free. It’s awesome.
Use Amazon mechanical turk
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Mechanical Turk example
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Implementing your A/B tests
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Set up an A/B test
Add goals
Analytics integration
Traffic allocation
Launch it
Optimizely
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Viewing your test results
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Chance to beat baseline
Are my test results valid?
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Statistical significance calculator
Another statistical significance calculator
Test duration calculator
Another test duration calculator
Tools
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Google Analytics
Tracking your every move
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What you’ll learn
What is Google Analytics
How to use Google Analytics
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What is Google Analytics (GA)?
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A security camera...
That tracks your website visitors with JavaScript and
cookies
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Pros of GA
Free
Really easy to implement
Has tons of features
It’s free
Great for aggregate website analysis
It’s free
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~10% error rate
Not so good for individual user analysis*
Has so many features it’s intimidating
Cons of GA
*next slide
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User-based analytics services
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Basic GA reports
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Not-so-basic GA features
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10-minute crash course
Traffic demographics
Attribution models
Goal funnels
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It’s break time!
*not an official sponsor
*
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Email Marketing
You’ve got mail
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What you’ll learn
The importance of email marketing
Basic email marketing principles
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The benefits of email marketing
You own your email list
It’s an asset
No third party can affect it
e.g. new Facebook newsfeed algorithm
It’s the best way to communicate with your users
They gave you their number! (well, email)
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Think before you email
No drunk-dialing
Users gave you access to their inbox, don’t abuse it
Selling is good, providing value is better
“What’s in it for me?”
Every email is like a phone call
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Basic types of email
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50% of leads are qualified but not ready to buy (Hubspot)
Offer something of value first
Set clear objectives for each email
Create a timeline
Measure your results and optimize
Lead nurturing / activation emails
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Deliver interesting content
Position updates so that users feel like there’s something
in it for them
“Nobody cares about you”
Newsletter/ company updates
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Purchase confirmation
Email subscription confirmation
Etc
Transactional emails
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Timely offers / sales
Ask for referrals
Re-engagement
Happy 1-year
Etc
“Other” emails
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Before you start sending emails...
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You need to
understand the
landscape
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