Performance Marketing Flipbook

Tips and Best Practices on

Demand GenerationMarketing Automation

Email MarketingTechnology

Social Media

Prefer a PDF Instead? Download it here:http://bit.ly/dwflipbook

Demand Generation

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.

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.

Focus on List Quality For a Better ROIFocus 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.

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.

Email Marketing

Ensure Email Client CompatibilityConstruct 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!

Design for The InboxTest 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 linesTest your email with images disabled

Use text, colors & images to create the most impact

Create Mobile-friendly and Text-Only EmailsConsider 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.

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!

Create a Killer Subject LineYour Subject line = Your Elevator Pitch

An artisan subject line:Creates an emotional bond with your brand

Generates instant engagementEntices users to open the emailHelps you steer away from SPAM filters

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.

Marketing Automation

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.

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.

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.

Technology

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.

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.

Strong Passwords – A Necessary EvilWhen creating passwords…Don’t use any variation of your

name (first or last)Don’t match your usernameDon’t use your DOB as your

passwordDon’t use your pet’s or a family

member’s nameUse at least 8 alpha-numeric

charactersInclude at least 1 uppercase letterInclude at least 1 special character

(!, $, %, etc.)

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

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

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://AffordableSmallBusinessPla

ns.com

Social Media

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.

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.

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.

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.

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

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.

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.

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.

Automate Parts of Your Social LifeUse 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.

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