MKT 315 Exam 2
Engagement Channels
Users primarily engage and connect with others -User-to-user conversations are commonplace where they share short-form content that links to long-form content elsewhere -Twitter, Facebook, LinkedIn
3. Marketers
Website and channel owners that publish content and make offers
1. There are two sides
a) Outbounding Prospecting b) inbound Marketing
Social Influencing
may not have a direct effect on revenue or cost, but it does have a tremendous effect on value •Social influencing increases "mind share" •Bounce people from one social channel to another in order to increase brand intimacy
Retargeting
once a user visits a website and leaves without purchasing the product, a specifically targeted ad will display on participating subsequent websites the user visits
Split Testing
• a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases. -A/B testing -Multivariate testing Test a control vs at least one other variable
Broad match modifier (BMM)
•+nursery +décor •Shows close variations, such as misspellings (but not synonyms) in any order •More control than broad match but less than phrase match
Ensuring Email deliverability
•21% of emails sent never reach the desired inbox •ISPs assume you are junk until you prove them otherwise •Monitor your reputation Prove subscriber engagement
Monthly calendar
•A 30-day calendar should have three goals: -Monetization •Making money or a sale -Activation •Moving your customer forward on the customer journey -Segmentation •Becoming more aware of customers' needs and desires so you can segment your list and deliver value •Set a promotional goal each week, but leave a week for a wildcard campaign
Reengagement email campaigns
•A reengagement campaign is a triggered campaign sent to subscribers who have not opened/clicked on an email in a specific time period •Brings subscribers back to the customer journey •Protect your list by unsubscribing people if they don't take action for a long time
Segmentation Email Campaigns
•A segmentation campaign is a broadcast campaign sent as a promotion to segment subscribers by interest •Follow-up can then take place based on actions previously taken
Ascension Email campaigns
•An ascension email campaign is a triggered campaign following a purchase to start the value loop designed to turn ordinary buyers into repeat buyers •Helps build a long-term relationship •Overcome objections •Prescribe the next logical step •Increase the average value of customers by selling more to them, more often •Increase trust Make customers ascend to fans
Engagement Email campaigns
•An engagement campaign is an interest-based, triggered campaign sent immediately following a subscriber action •Makes a relevant offer and potentially a sale •The goal is to turn subscribers into converts
Indoctrination Email campaigns
•An indoctrination campaign is a triggered campaign sent immediately following an initial subscription -Teaches new subscribers about your brand and aims to convince them they made the right decision by joining
Writing a Body Copy
•Break your email into sections where each section contains a link -Introduction: Why cares? •Show customers that they should care and why -Body: Why should they care? •Explain proven benefits -Close: Why now? •Explain urgency -P.S.: Can you prove it? Share social proof
Avoid Social mistakes
•Don't: -Respond when angry -Buy followers connections -Try to be everywhere -Be a salesperson Automate conversations
Email Marketing
•Email returns a 4,300% ROI for business in the U.S. •Both cost and time effective, not to mention one of the first channels customers turn to
Broadcast Emails
•Emails that are sent to your entire list at a given time - not in response to customer actions Sent at a specific time for a specific purpose
Triggered Emails
•Fully automated after content has been honed •Sent after a specific customer action has taken place
a) Outbound Prospecting
•Gathering intelligence and learning as much as possible about your customer base •Directly reaching out to them and introducing them to your company
Writing and Designing Effective Emails
•Harvest proven email copy •Answer the following to figure out why a customer would engage: -Why now? -Who cares? -Why should they care? Can you prove it?
Troubleshooting paid traffic
•If after 3-5 days, you aren't meeting your goals, work to optimize in the following areas: -The offer •Are you solving a problem? Does a specific need exist? Are you offering value? -The targeting •Be as specific as possible, don't go too broad in fear of missing out on people -The ad copy and creative •Are you calling out your audience? Are you addressing a pain point? -The ad's congruency •Ensure congruency in: color scheme, layout, imagery, font, and message
Google ads
•Include a CTA -Be specific as to what you want them to do •Use your keywords -Include the keywords you are bidding on, this helps your score - it also bolds the words •Ask a question -Questions often capture attention more than a statement •Focus on benefits and pain points How will we make the customer's life better
Monitor your reputation
•Monitor volume and complaint rates thru your email provider •Respond to complaints in a timely manner •Make sure you stop sending email to anyone who unsubscribes •Keep your message volume steady •Check your blacklist status on sites like Spamhaus and Spamcop
Google Parameters
- Exact match - Phrase match - Broad match - Broad match modifier (BMM)
4. Choose the right tools
-Hootsuite -Mention
Optimizing for Google: Write the <title> tag pp6
-The most critical element on any page -An accurate and concise description of a page's content -Start tags with the most important keywords -≤70 characters or the searchengine might truncate
Splintering
Breaking your content into pieces and posting them a la carte
3. Networking
Finding and associating with authoritative and influential individuals and brands
2. Search Engines
Programs that searches use to find products, services, content, etc.
The Feedback Loop
The social listening feedback loop makes sure that prospects and customers feel valued and heard.
Intent
Understanding what the searcher is looking for - "What?"
Effective subject lines
•People spend 3-4 seconds deciding whether to open an email based on the subject line •There are three best practice type of subject lines: -Curiosity: Pique the interest -Benefit: Clearly states the reason why subscribers should open the email -Scarcity: Causes subscribers to feel like they might miss out on something
•Powerful platform for lead generation and running ads to cold traffic •Can target demographics, job titles, skills, companies, etc. •Sponsoring content is an effective tool •Expensive but has a very specific purpose
Facebook Ads
•Speak to your audience based on the pain point you are targeting and where you are in the relationship -Grab your target's attention by calling out to it •"Hey amateur wrestling fans!" -Provide a solution to the pain point via your offer -Eliminate doubt
Prove subscriber engagement
•Subscriber engagement rates prove to ISPs that you are not spam and are based on the following factors: -Open Rate -Lateral Scroll Rate •How far recipients scroll down on your emails -Hard and Soft Bounce Rate •Use BriteVerify to analyze your list Unsubscribe and Complaint Rates
Social Networking
•Tap into niche media rather than going for the big guns right out of the gate •Network by topic and share your expertise in the field •Use SEO for your content as media are more than ever using search engines to locate sources
Phrase match
•"nursery décor" •Will match when keywords are placed sequentially, thus nursey boy décor would not match
•Great platform to run traffic to cold audiences because people use it to consume content •Introduce yourself •Drive to content that provides value, establishes your authority, and starts building a relationship
Split test guidelines
•How worthy is a page to test? -What NOT to test: •Your worst performing pages -Focus on opportunity pages -Don't test, implement •Pages that don't impact your long-term business goals -i.e. About Us •Pages that don't get a lot of traffic -Use the Google Analytics Behavior suite to analyze Unique Pageviews -Note pages with large dropoff, i.e. a product page to checkout
Boomerang traffic
•Only 2% of web traffic converts on the first visit •Retargeting brings people back to your site, getting them one step closer to conversion
2. Redefine Sales Goals
•Referral traffic: -Web visitors who come to your website through social media. This metric tells you that your content is generating awareness •Direct Traffic: -Audiences who visit your website by typing your URL into your browser. This metric tells you that your brand is memorable •Net Promoter Score: -This metric measures loyalty between brands and their customers. This metric is based on the direct question - "How likely is it that you would recommend our company/ product/service to a friend or colleague?" •Exposure to new audiences: -Content will quickly become your brand's engine for growth. An advocacy marketing program can help your business uncover new customer acquisition and conversation channels
Youtube
- Great platform for building relationships and moving cold prospects to hot repeat buyers - People are conditioned to skip YouTube ads, so if you don't give them a reason to stay in 5 seconds, they will move on
two categories of major social media channels
- Seeker Channels - Engagement Channels
Seeker Channels
- social platforms that users go to when seeking specific content -Think of these as modified search engines - Users search for and discover content - YouTube and Pinterest
Make sure you are segmenting your visitors and your content
•The biggest mistake a digital marketer can make with retargeting is to assume all visitors are alike and show them the same ad
Before implementing a social listening campaign, you need to determine what keywords to listen for.
-Brands - Company name, brands, sub-brands, products, etc. -Topics - Industry related topics on which to build authority -Competitors - Who they are, what others say about them, and how they interact -Influencers - Who are they and what do they contribute -People - What do people say about high-profile, forward facing people within your company
How to combat skipping Youtube ads
-Call out your audience, i.e. location/interest -Ask a question they can relate to -Speak to a pain point -Entertain Immediately provide value
10. Allowing "shiny objects" to distract you
-Concentrate on what works rather than on what's new -Acquire new customers with great offers and support those efforts with high-quality content and an effective traffic strategy
Warm Traffic Temperature
-Convert to leads and low dollar buyers •People who have heard about you or engaged with your brand but have not purchased •They are evaluating whether they like what you have to say and whether they are interested in learning more •Also evaluating competitors •Make entry point and gated offers
Optimizing for Google: Write body copy pp9
-Copy (text on a page) allows the search engine to know what queries your page will satisfy -Include keywords and variations of keywords in the body titles or headings, as well as, throughout the body -500+ words, but don't meet this target if your content isn't high quality
Visualizing
-Create a visual asset for every splinter -Even use verbiage to create an image
5. Being product centric
-Define yourself by the market you serve, not the product you offer -Identify who you are serving and advocate for that market by creating the products and services your customers want and need
Relational Emails
-Deliver value by providing free content and information -May not sell a product or brand directly, but they build a relationship by adding value upfront
Optimizing for google: write a meta description pp7
-Directly below the <title> tag -Describes the content of the page -Typically, searched keywords appear in bold -This is your elevator pitch, so make it compelling -Consider a CTA -≤150 characters or it might be truncated
3.Asking Prospects for too much, too soon
-Don't propose on the first date -Your business might be B2C or B2B, but really it's H2H, Human to Human -The offers you make to prospects and existing customers should progress in the same way people develop normal, healthy, human relationships
1. Focusing on eyeballs instead of offers
-Eyeballs can be bought, but the messaging and offers you deliver to them are the difference makers -When conversions are down, but traffic is still high, don't spend time optimizing the landing page or increasing traffic - change the offer Prove the offer first, then turn the traffic on
7. Building Assets on other peoples land
-Focus on building media assets that you own, particularly your email list -Migrate your connections from platforms you don't own to ones you do -Facebook, Twitter, Instagram, YouTube, etc. are great for connecting with a large audience but don't get stuck on their sites, as they will and do change rules often
9. Not aligning marketing goals with sales goals
-Generally speaking, marketing thinks it's about awareness whereas sales thinks it's about sales •Marketing gets annoyed at sales for overpromising and underdelivering whereas sales gets annoyed at marketing because there aren't enough leads and they aren't "sales ready" -The goals isn't awareness or sales, rather it is happy, successful customers
Examples of Intent and context
-I want to finish my garage because I want to start woodworking as a hobby •Intent: Want to finish a garage •Context: To start wood working as a hobby •Search marketing should focus on both intent and context because each represent a query worth targeting -"finish a garage" (intent only) -"start woodworking" (context only) "garage woodworking" (intent and context
4. Being unwilling to pay for traffic
-If you want to market at scale, you need to go to the traffic store and buy it -High quality traffic at a fair price is available at a multitude of stores
Listening goes beyond customer service and informs all aspects of the social success cycle
-Influencing: by letting you know the type of content your audience finds most valuable -Networking: by paying attention to who is sharing influential information in your industry -Selling: by answering questions and offering insights until a prospect is ready to make a buying decision
Cold traffic Temperature
-Introduce yourself •People who have never heard of you and you have no prior relationship •Must build trust, credibility and authority •Must prove your brand is a worthy investment of time or money Make ungated offers
5. Allow ample time and track feedback
-Know what your goals are and monitor: •Leads •Brand visibility •Brand sentiment/lift •Referrals
Opens by device
-Knowing if users open your messages on their desktop, smartphone or tablet
Return on investment (ROI)
-Measures the cost-effectiveness of email campaigns -Email is the channel with the absolute highest average ROI -(Value of sales from an email campaign - Campaign costs) + Campaign costs
Monitoring
-Most social action occurs in the first 24 hours of a post -URL shorteners like Bitly make this easy and save space
Google Adwords "need to knows"
-Need a goal: •Test the market elsewhere (i.e. Facebook) because Google traffic can be more $ -Pay based on clicks: •Select the Manually Set My Bid For Clicks option, which allows you to be in control of your budget; otherwise, AdWords automates your budget -Can target by location: •Big opportunity for geo-targeting Don't forget to research your keywords/phrases
Actions to trigger an email
-New subscriber -Gated offer -Registration confirmation -Receipts -Segmented promotion -Shopping cart abandonment -Reengagement after a subscriber has ignored your brand emails for a specific period
Promotional Emails
-Present leads and customers on your email list with an offer -Most common because 66% of consumers have made a purchase as a direct result of an email -Great for lead generation, retention, loyalty, engagement, nurturing, sales, and upsells -Be careful not to focus only on promotional emails, include other types in your campaign
Optimizing for Google: Optimize the <alt> tag pp10
-Provides alternative info for an image on your page in the form of text for users who can't view the image -Describe the image while using a keyword phrase
major social media channels
-Recognizing these is key to effectively harnessing social media as part of a comprehensive marketing strategy
Hot Traffic Temperature
-Sell more and more often •People who have purchased from you - either first time or repeat •Use paid traffic to sell more to the customers you already have •Make profit maximizer offers to hot traffic
Transactional Emails
-Sent in response to an action that a customer has taken -Examples: order confirmations, receipts, coupon codes, shipping notifications, support tickets, etc. -Try and reengage the customer when they are already feeling good about their purchase or experience
3. Invest in team education
-Social selling is a new field Before investing in a social selling program, you should develop the core infrastructure to educate your team through guides, internal blog posts, webinars, and training sessions.
2. Failing to talk about your customers and their problems
-Stop talking about your product and instead talk about how your product can transform the customer in a meaningful way -Before à After -Most business fail because they fail to offer a desired After state (the offer isn't good) or they fail to articulate the movement from Before to After (the marketing isn't good)
Tagging
-Tag people and brands whenever it makes sense -Draws attention and traffic from other social influencers and their followers
8. Focusing on content quantity rather than quality
-The internet doesn't need another post -The internet does lack remarkable content -Instead of creating 10 new pieces of content, spend 10x the amount of time to create 1 great piece of content -Then, pay for some eyeballs to see your great work
Conversion rate
-The metric that measures how effective your message is in relation to your objective -Conversions are intertwined with a call-to-action's quality
Click-thru rate (CTR)
-The number of clicks on the links contained in an email, divided by the number of emails delivered -The CTR is determined by the email's content - images, copy and especially calls-to-action
Open Rate (OR)
-The number of emails opened compared to the total amount delivered -The elements that affect opening rates most are the subject and preheader
Unsubscribe rate
-The number of user who unsubscribe -A healthy unsubscribe rate should stay <2% -The number of unsubscribers should always be lower than the number of new users
Bounce rate
-The percentage of email addresses that returned an error after being sent -Errors can be either permanent(hard bounces) or transient (soft bounces) •Hard bounces include non-existent or invalid email addresses that will never be delivered the message •Soft bounces include full inboxes or temporary server issues - in these cases, delivery will ensue if the issue is resolved -Hard bounce rates are one of the key elements used by (ISPs) to determine sender reputation: this is why you should always clean up your lists in real time
b) Inbound Marketing
-The process of building a pipeline of leads through content -Discovering, curating, and sharing content should be exhaustive
6. Tracking the wrong metrics
-The two most important: •Cost of Acquisition (COA) •Average Customer Value (ACV) -There is a time and place to dive deep into data, but COA and ACV should always take precedent
Optimizing for Google: optimize the URL pp8
-Uniform Resource Locator, aka "a slug" -Keep the URL relevant and accurate -Include keywords in the URL after the forward slash (/) •Search engines use the keywords in this section of the URL to determine what the page is about and where it should rank
Context
-Why the searcher has that intent -"Why?"
Social Selling
•Use a value-first strategy to generate leads and sales •The main goal is to move prospects and leads from channels that you don't own (Twitter, Instagram, etc.) to channels that you do own -Website -Email list
Two categories of search queries
1. Branded 2. Nonbranded
10 most common mistakes
1. Focusing on Eyeballs instead of offers 2. Failing to talk about your customers and their problems 3.Asking Prospects for too much, too soon 4. Being unwilling to pay for traffic 5. Being product centric 6. Tracking the wrong metrics 7. Building Assets on other peoples land 8. Focusing on content quantity rather than quality 9. Not aligning marketing goals with sales goals 10. Allowing "shiny objects" to distract you
Social Success cycle
1. Listening 2. Influencing 3. Networking 4. Selling
3 Key Players
1. Searchers 2. Search Engines 3. Marketers
5 Steps to social selling
1. There are 2 sides 2. Redefine Sales goals 3. Invest in team education 4. Choose the right tools 5. Allow ample time and track feedback
Steps to earning links
1.Cross-link your own content -Cross-link to important pages on your own site wherever and whenever it makes sense to do so 2.Study competitive links -Use Moz's Link Explorer to see what sites are linking to competition and reach out to them 3.Create generous content -Mention other sites, influencers, etc 4.Publish primary research -It is valuable and rare, so others may link to it
Questions to ask during split test
1.Does the page get enough Unique Visitors? 2.Does the page get enough conversion? 3.Does the page directly impact my goals? If indirect, how far away from the primary conversion action is the page? 4.What is the potential impact on your goal?
Increasing clicks and opens
1.Get the timing right: -Find a time where your email are being opened -Often: 830-10am, 230-330pm, 8-12pm 2.Use names -First names in the subject boost opens by 20%+, but don't overuse this technique 3.Be positive in the morning and negative at night 4.Be controversial or relevant 5.Use odd or specific numbers Example: 14 ways to increase productivity 5.Keep the subject line short -6-10 words and ≈25 characters 6.Include symbols in the subject line 7.Press play -Instead of including a link, use a still image with a Play button superimposed on top 9.Ask customers for their thoughts -Oftentimes receives the highest click-thru rate 10. Don't be afraid to use video/gifs 11. Add a countdown Increases urgency
3 reasons to use broadcast emails
1.Newsletters •As promised 2.Promotions •Only major promotions that deliver value to your entire customer base 3.Segmentation •Determine the specific interest of certain customers to segment your lists
4 reasons why people actually buy
1.Personal gain: •Helps reach personal goals or desires 2.Logic and research: •Customers have researched and this seems like a logical fit to meet a particular need 3.Social proof or third-party influence: •Nothing attracts a crowd like a crowd Fear of missing out
Develop a Marketing Plan
1.Yearly revenue goals 2.Monthly revenue goals 3.Non-revenue goals 4.Holiday promotions 5.Annual promotions 6.Denote seasonality 7.Account for expected revenue vs target revenue 8.List additional items that may help to meet targets
What to consider in engagement campaigns
•What is the next step you want your subscriber to take? •Is the subscriber ready to take that next step? -Turn subscribers into converts -Consider what the subscriber is interested in now and what they'll be interested in next •Reference the previous positive action •Overcome objections •Ask for the next step
•Women make up 85% of Pinterest users - 42% of which are adult women •Pinterest users are in an open to buy mindset •A promoted pin allows you to target a market based on demographics, locations, interests, devices, and search queries based on Cost per click (CPC) model
Sending Emails
•You should not send every email to every subscriber on your list •You can't manually send every email to every subscriber •Emails should be broken into two types: -Broadcast -Triggers
Exact match
•[nursery décor] •Will match exactly
Broad match
•nursery decor •Shows for similar phrases and relevant variations from the keyword, including: plurals, synonyms, misspellings, etc.
The goal of Search Engine Marketing (SEM)
•to move your prospect from one stage of the customer journey to another CTAs are necessary at every step
Pros of engagement channels
Best for social listening -Can monitor and respond to customers -Can evaluate competitive communication Good for sharing content and networking
2. Influencing
Establishing authority thru distributing and sharing valuable content
4. Selling
Generating leads and sales from existing customers and prospects
Pros of seeker channels
Great for social influencing -Strategically placing content on these sites provides a way to share valuable information with a target audience while building authority for a brand Great for social selling -Optimizing videos or images with CTAs that serve to transform leads into customer - or at least consumer more content on your site
Social listening
Involves strategically monitoring and responding to mentions - If you are just getting started, use listening as a base for a social strategy •Popular tools: -Google Alerts, Mention, Hootsuite
Growing a following
Keep content interesting -Don't always direct to products/services you offer -Discuss topics that your target audience finds interesting and conversation worthy -Think about how your business can expand conversation beyond your products/services
2. Nonbranded
Keywords or phrases searched for when NOT looking for specific business, brand, product or service
1. Branded search queries
Keywords or phrases searched for when looking for a specific business, brand, product or service
Scheduling
Long term automated distribution is necessary to combat the transient nature of social media
1. listening
Monitoring and responding to customer service and reputation management issues
Email campaign metrics
Open rate (OR) Click-thru rate (CTR) Bounce rate Unsubscribe rate opens by device conversion rate Return on investment(ROI)
1. Searchers
People who type search queries into search engines
Email types
Promotional Relational Transactional
Examples of branded search queries
Risdal Risdall Marketing Risdall Marketing Group Risdall Advertising, etc...