Before We Begin… - iContact€¢ Lack of presentation skills 21 © 2016 iContact LLC. All Rights Reserved. ... • Red Bull Stratos • The Ice Bucket Challenge (ALS)

© 2016 iContact LLC. All Rights Reserved.

Before We Begin…

Audio Issues? Let us know by typing a message into the chat box. Questions? Any questions will be addressed during Q&A in the order received.

Want the Recording? We’ll send a link to your email address within 2-3 business days.

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© 2016 iContact LLC. All Rights Reserved. 3

With 20 years of online marketing experience, John Hayes works with iContact as a marketing strategist and contributing author. John is the author of four books; he is a popular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from email, social media, and content marketing-led strategies.

PRESENTED BY

John W. Hayes Content Strategist @John_W_Hayes [email protected]


Marketing in 2016 — Agenda

During this webinar, you will learn: •  Leading-edge strategies for success with mobile •  How to build reputation and drive demand using platforms like

Periscope •  How to target messages and audiences using Marketing Automation •  How technology disrupts the marketplace — in a good way •  Why marketing best practices are important

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Predictions for 2016

In 2016, Marketing will be: •  Mobile •  Personal •  Immediate •  Smarter •  Disruptive •  Noisier

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Email Still Rules in 2016

Email Marketing is Still the King of ROI •  44:1 ROI •  Built on permission •  Retention vs. acquisition •  Enhanced by social, mobile

& automation

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Email Still Rules in 2016

Best Practices Never Go Out of Fashion •  Content must be engaging, relevant, and timely •  Testing increases effectiveness •  Keep your lists clean & drive growth •  Keep one eye on the future •  Don’t throw the baby out with the bath water

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MOBILE MARKETING IN 2016

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Mobile Changes Everything

The Future is Here — and it’s MOBILE •  Mobile frees email & social from constraints •  Mobile makes marketing more personal •  Mobile devices engage subscribers 365/24/7 •  Now is a good time to send: mobile operates

on a 24/7 schedule •  Mobile: your #1 priority in 2016

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Mobile Changes Everything — The Stats

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of emails are first opened on a mobile device.

Nearly 2/3 of Americans own

smartphones

In 2016, there will be 162.7M tablet users in the U.S.



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Time spent on MOBILE (51%)…

Time spent on DESKTOPS (42%)



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of US smartphone users check their phones within 15 minutes of rising

check their phones within 15 minutes of going to bed



Mobile Is Rapidly Evolving •  Wearables •  Periscope/Meerkat •  Apps continue to disrupt once seemingly

impenetrable markets (Uber)

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Your Mobile 2016 Checklist Check your email templates (Litmus) Check your web design Optimize your subject lines (testing) Optimize your body text, images & CTAs (testing) Optimize your send times (testing) Engage via email and social

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If you do just one thing today, do this. Check your current email templates and landing pages across multiple mobile devices and ask… •  Do they work? •  Do they look good? •  Will they drive conversions in the mobile

environment?

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CONTENT MARKETING IN 2016

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Content Marketing

What IS Content Marketing? •  There is nothing new about Content Marketing •  Content is not king, it’s a foot soldier •  Content provides a solid foundation for entire marketing strategy

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Content Marketing

Content Marketing Will: •  Engage your target audience •  Fuel your social media & email

marketing strategies •  Build brand, generate leads &

engage more

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Content Marketing

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The Spokes of Content Marketing


Content Marketing

The Holy Trinity of Content Marketing* •  Your organizational blog •  Your email marketing campaigns •  Your social media strategy *All optimized for the mobile environment

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Content Marketing

Content Marketing Challenges •  No time •  Fear •  No ideas/lack of imagination •  Lack of presentation skills

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Content Marketing — The Stats

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of marketers publish new content daily

or multiple times per week

of marketers find creating

engaging content

challenging

of marketers will increase their content

marketing budget this

year

of marketers say brand awareness is the most important

content marketing goal

of B2B marketers use

LinkedIn to share content


Content Marketing

Your Content Marketing Checklist Perform a content marketing audit Set objectives Launch initial channels (blog, email and social media and then build) Stop talking, start doing!

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Content Marketing

Content Marketing Inspiration •  Red Bull Stratos •  The Ice Bucket Challenge (ALS) •  Star Wars?!

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Content Marketing

If you do just one MORE thing today… Ask a client what makes business life difficult and write and share a blog post outlining solutions.

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MARKETING AUTOMATION IN 2016

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Marketing Automation

It’s Time for Marketing Automation •  A Smart(er) way of marketing •  Builds a more personal & cohesive strategy •  Combines the power of email, social, content,

CRM and data •  Delivers the right message at the right time to

the right person

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Marketing Automation used to be… •  Expensive •  Resource heavy •  Only available to organizations with large

marketing budgets

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Nurtured leads produce a 20% increase in sales opportunities

Marketing automation increases B2B sales pipeline contributions

by an average of 10%

Today…



Today…

drives a 14.5% increase in sales productivity

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a 12.2% reduction in marketing overhead

75% of companies using marketing automation see

ROI in just 12 months



Three Marketing Automation Opportunities in 2016 •  Workflow Automation •  Lead Scoring •  CRM Integration Learn more at www.iContact.com/Pro, explore iContact Pro for free.

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WARNING: Marketing Automation is not a silver bullet!

MA will target the right people at the right time.

Taking time to study your subscriber data will make you smart(er).

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If you do just one LAST thing today… Stop thinking about campaigns as stand-alone items, and plan a simple series of email sends based on engagement.

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M A R K E T I N G I N 2 0 1 6

D I S R U P T O R B E

D I S R U P T E D 34


Q U E S T I O N S ? C O M M E N T S ?

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T H A N K Y O U !

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Documents

Before We Begin… - iContact€¢ Lack of presentation skills 21 © 2016 iContact LLC. All Rights Reserved. ... • Red Bull Stratos • The Ice Bucket Challenge (ALS)