Digital Marketing Training – Starting at 2pm
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17-4-2020 Hoya Corporate 3
David Roberts - Managing Director of the Yellow Marketing Programme
Worked on over 1000 marketing campaigns
First worked with Hoya over ten years ago and worked regularly together since.
Schedule for the week (2pm every day).
Tuesday – Rules of marketing & Effective social media marketing
Wednesday – Strategies and tools for improving the conversion rate of your website
Thursday – New marketing essentials in 2020 to effectively target patients your competition isn’t using
Friday – Effective patient direct marketing & a 60 day marketing plan
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Sit.Be quiet.Good boy.
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We are going to be going fast – Take notes!
SECTION 1THE NEW RULES OF
MARKETING(Online & offline)
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MINIMUM 7 POINTS OF MARKETING
1. Email2. Direct mail piece3. Social media post4. See an advert in your window5. Press release6. Email (1 week later) 7. Phone Call
SPLIT TESTING IS THE ONLY WAY TO GUARANTEE BETTER MARKETING RESULTS
Hi John
Thanks for visiting us recently for your eye test.
We have fantastic offers on our new Tom Ford range that has just been launched.
www.acmeopticians.com/tomford
Any questions let me know.
Regards
Andrew SmithACME Opticians
Hi John
Thanks for visiting us recently for your eye test.
I think you might be interested in our brand new Tom Ford range…
CLICK HERE FOR TOM FORD OFFERS
Any questions let me know.
Regards
AndyACME Opticians
DESIGN IS NOT IMPORTANT.CONVERSIONS ARE IMPORTANT.
ONLY DEADLINES & PLACE LIMITS FORCE RESPONSES
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NO ONE CARES ABOUT WHAT YOU DO.
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SEGMENTATION IS KEYTO MARKETING SUCCESS
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STATUS REMOVES SALES RESISTANCE
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‘CORPORATE SPEAK’ IS USELESS
“ACME opticians pride ourselves on providing the highest levels of clinical excellence by
providing a variety of optical solutions using the latest technology in…”
NO…
“If you want the best frames at prices you can afford (with a quick turnaround) get in touch
today by clicking here…”
YES…
GOOD OFFLINE MARKETING = BETTER ONLINE MARKETING
YOU ARE SITTING ON A GOLDMINE
PERFECTION IS IMPOSSIBLE
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UNDERSTAND LIFETIME VALUE OF A CUSTOMER
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Advert costs £200. £50 offer. Only 2 takers that month = £100 loss?
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Both customers come in once a month for 2 years = £2400 (£2200 ROI)
SECTION 2EFFECTIVE SOCIALMEDIA MARKETING
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WHAT SOCIAL MEDIA WILL WE COVER?
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3 KEYS TO SOCIAL MEDIA MARKETING
1 – Find the RIGHT audience2 – Post the right content3 – Always appear to be listening
3 KEYS TO SOCIAL MEDIA MARKETING
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3 KEYS TO SOCIAL MEDIA MARKETING
1 - FINDING THE RIGHT AUDIENCE
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3 KEYS TO SOCIAL MEDIA MARKETING
REMEMBER:The amount of followers you have
is not important.The amount of interaction with
people and the traffic to your website is what is important
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1 – FINDING THE RIGHT AUDIENCE
SO HOW DO WE FIND THE RIGHT AUDIENCE?
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1 – FINDING THE RIGHT AUDIENCE
Social Growth Tools
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Social Nourish
Example on Twitter…
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1 – FINDING THE RIGHT AUDIENCE
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1 – FINDING THE RIGHT AUDIENCE
HIGHER CONVERSION TIP 1 – PERSON NOT A
BUSINESS46
1 – FINDING THE RIGHT AUDIENCE
HIGHER CONVERSION TIP 2 - Update profile Bio with a REASON to
follow
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1 – FINDING THE RIGHT AUDIENCE
HIGHER CONVERSION TIP 3 - Pin tweet you
ALWAYS want people to see first
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1 – FINDING THE RIGHT AUDIENCE
Leave it AT LEAST a week & unfollow…
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1 – FINDING THE RIGHT AUDIENCE
Tweet search
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1 – FINDING THE RIGHT AUDIENCE
Next up…
Good news and bad news!
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1 – FINDING THE RIGHT AUDIENCE
Facebook - Pay per click advertising
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1 – FINDING THE RIGHT AUDIENCE
Facebook PPC – How to get started
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1 – FINDING THE RIGHT AUDIENCE
Facebook PPC – How to get started
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1 – FINDING THE RIGHT AUDIENCE
Facebook PPC – How to get started
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1 – FINDING THE RIGHT AUDIENCE
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1 – FINDING THE RIGHT AUDIENCE
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1 – FINDING THE RIGHT AUDIENCE
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INSTAGRAM ADS NOW DONE ON FACEBOOK
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1 – FINDING THE RIGHT AUDIENCE
REMEMBER The more ads the better – one
per niche.
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1 – FINDING THE RIGHT AUDIENCE
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One of the most effective ways of getting quality followers…
1 – FINDING THE RIGHT AUDIENCE
Next up – LINKED IN.
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1 – FINDING THE RIGHT AUDIENCE
Getting more connections
PEOPLE YOU MAY KNOW TOOL
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1 – FINDING THE RIGHT AUDIENCE
Next up – LINKED IN.
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2 – POSTING THE RIGHT CONTENT
2 – POSTING THE RIGHT CONTENT
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2 – POSTING THE RIGHT CONTENT
DON’T SELL TOO MUCH!
Your website is for selling – your social media is a tool for getting them there.
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2 – POSTING THE RIGHT CONTENT
So what content should I post then?
= Trust building & Problem solving content
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2 – POSTING THE RIGHT CONTENT
LISTS WORK GREAT – ‘7 tips for….’ ‘6 ways to….’ etc
• ‘Advice for how to save money on your frames’ sounds like a long article
• ‘6 ways to save money’ sound like it can be read quickly (and that’s what people prefer)
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2 – POSTING THE RIGHT CONTENT
1. Come up with points to discuss – ‘10 ways to save money on XXX ’, ‘6 ways to improve XXX’, ‘8 ways to find the best XXX for you’,.
2. Work out bullet points for each point – don’t script3. Record your explanation of each point into your phone
– in car on way to work / at home / during breaks4. Send audio to a transcriber - (I’ll explain where)5. Get transcription back and edit into book/article
format.6. BOOM – An blog or ebook
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NO TIME TO WRITE CONTENT ?
2 – POSTING THE RIGHT CONTENT
INTRODUCING FIVERR.COM
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2 – POSTING THE RIGHT CONTENT
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2 – POSTING THE RIGHT CONTENT
‘BUT HOW WILL I GET SALES?’
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2 – POSTING THE RIGHT CONTENT
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2 – POSTING THE RIGHT CONTENT
REMEMBER Social media tickles their interest and your website closes the deal.
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2 – POSTING THE RIGHT CONTENT
‘What do I post In between articles / lists?’
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2 – POSTING THE RIGHT CONTENT
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2 – POSTING THE RIGHT CONTENT
Use hashtags – E.G. #OPTICIANS
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2 – POSTING THE RIGHT CONTENT
Real time social media marketing
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2 – POSTING THE RIGHT CONTENT
Real time social media marketing
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2 – POSTING THE RIGHT CONTENT
Real time social media marketing
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3 – ALWAYS APPEAR TO BE LISTENING
FINALLY… ALWAYS APPEAR TO BE LISTENING.
• Answer questions• Solve peoples problems – ‘does anyone know’• Reply to comments on your posts• Ask questions to get response• Be controversial – Always gets responses!• Don’t just reply once – keep asking questions and
get a conversation going
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3 – ALWAYS APPEAR TO BE LISTENING
USE GOOGLE ANALYTICS TO FIND MOST POPULAR POSTS – THEN START WRITING MORE ONES LIKE IT.
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ANY QUESTIONS?
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Digital Marketing Training – Starting at 2pm
SECTION 3IMPROVING YOUR
WEBSITE
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2 POINTS TO REMEMBERABOUT WEB CONVERSION:
IMPROVING WEB CONVERSIONS
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POINT #1 – Design is not important. Conversions are important
IMPROVING WEB CONVERSIONS
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POINT #2 – 90% of web designers know NOTHING about marketing
IMPROVING WEB CONVERSIONS
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THE YELLOW WEBSITE CONVERSION CHECKLIST
IMPROVING WEB CONVERSIONS
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IMPROVING WEB CONVERSIONS
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BE HONEST WITH YOURSELF!
LETS GET STARTED…(Write these down)
IMPROVING WEB CONVERSIONS
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IMPROVING WEB CONVERSIONS
1. If I just changed the name & branding could a competitor
actually use it?
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IMPROVING WEB CONVERSIONS
2. Are all the benefits of the service / products explained quickly?
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IMPROVING WEB CONVERSIONS
3. Are all the benefits of theusing you over a competitor clear?
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IMPROVING WEB CONVERSIONS
4. Do I answer all the questionscustomers usually have?
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IMPROVING WEB CONVERSIONS
5. Is the navigation of the site easy to follow?
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IMPROVING WEB CONVERSIONS
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IMPROVING WEB CONVERSIONS
6. Are contact details seen on every page?
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IMPROVING WEB CONVERSIONS
7. Will any single page confuse the user?
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IMPROVING WEB CONVERSIONS
8. Is the checkout / booking process simple?
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IMPROVING WEB CONVERSIONS
9. Do you clearly explain the value for money you offer?
(not price)
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IMPROVING WEB CONVERSIONS
10. Is the headline attention grabbing?
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IMPROVING WEB CONVERSIONS
11. Do graphics help explain benefits or are they a distraction?
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IMPROVING WEB CONVERSIONS
12. Can we humanise the site more? (intro video, social links, meet the team, photos of team,
less corporate speak)
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IMPROVING WEB CONVERSIONS
13. Do we have PROOF we are trustworthy?
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IMPROVING WEB CONVERSIONS
14. Are my claims ‘fluff & hot air’ or are they believable?
(check headline & bullets)
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IMPROVING WEB CONVERSIONS
15. What are our competitors doing right?
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IMPROVING WEB CONVERSIONS
16. What are our competitors doing wrong?
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IMPROVING WEB CONVERSIONS
17. Is there a believable ‘urgencyTactic’ I can use? like limited
stock or time?
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IMPROVING WEB CONVERSIONS
18. Am I clear about the main purpose of the page
(is there a call to action on EVERY page)
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IMPROVING WEB CONVERSIONS
19. How can I take away the risk of purchase away from
the customer?
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IMPROVING WEB CONVERSIONS
20. Do we have a data capture form on our website to help
grow our database?
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IMPROVING WEB CONVERSIONS
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IMPROVING WEB CONVERSIONS
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IMPROVING WEB CONVERSIONS
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IMPROVING WEB CONVERSIONS
NEXT – THE 2 MOST EFFECTIVE TOOL AVAILABLE
FOR WEB CONVERSION…
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IMPROVING WEB CONVERSIONS
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# 1 VIDEO – PROOF OF JUST HOW GOOD YOU ARE
IMPROVING WEB CONVERSIONS - VIDEO
VIDEO ON A LANDING PAGE
NEXT TO A ENQUIRY FROM
GUARANTEES BETTER WEB
CONVERSION!
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WHAT TO INCLUDE IN YOUR VIDEO:
• What makes you special and how that makes a difference to your customer
• What your competition CANT do.• Introduce your team so you not a faceless
company• Testimonials – so people don’t have to take
your word for it.
IMPROVING WEB CONVERSIONS - VIDEO
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#2 - LIVE CHAT
IMPROVING WEB CONVERSIONS
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ADD LIVE CHAT TO YOUR WEBSITE ASAP!
IMPROVING WEB CONVERSIONS
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77% A study FurstPerson found that as many as 77% of customers won’t will not leave details on a website if there’s no live chat option available.
IMPROVING WEB CONVERSIONS
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www.tawk.to
IMPROVING WEB CONVERSIONS
SECTION 4Tracking the success
Of your marketing
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ANY QUESTIONS?
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Digital Marketing Training – Starting at 2pm
17-4-2020 Hoya Corporate 137
David Roberts - Managing Director of the Yellow Marketing Programme
Worked on over 1000 marketing campaigns
First worked with Hoya over ten years ago and worked regularly together since.
SECTION 5MARKETING IN 2020
What’s working.
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EMBRACING MOBILE
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THINGS TO ACTION
• All digital marketing needs to be thought of with mobile FIRST.
• Your website has to be VOICE optimised.
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YOUTUBE PPC ADS
YOU TUBE PPC ADVERTISING
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ITS SO CHEAP FOR SUCH A HUGE ONLINE PRESENCE
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REMARKETING
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• Display / banner advertising on the Google display network (websites, newspapers, magazines etc – choose the websites to advertise on)
• Facebook advertising• LinkedIn advertising• YouTube advertising• Instagram advertising
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Remarketing available in:
ADVERT DESIGN
• Offer something the public haven’t seen
• The purpose of the ad is to click the advert - NOT TO SELL THE SERVICE.
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FRAMES ONLY – NO
MEDICAL CONTENT
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USING EMAIL ADDRESSES FOR MORE
THAN EMAILING
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• Facebook advertising• LinkedIn advertising• YouTube advertising• Instagram advertising• Google ads (if you have spent over £50,000)
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Custom audiences available in
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USING EMAIL MARKETING AS A
INDICATOR
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DIRECT MAIL
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WOW! WHAT A NEW CONCEPT!
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If you stick to these rules:1. Send to a list of people who have
actually heard of you2. Rule of sevens3. Split test early mailings4. Follow up with email and phone
calls for higher returns
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NEWSLETTERS WORK GREAT.
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TEXT MARKETING
CONTACTING PROSPECTS PROPERLY
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FINALLY A BIG ONE…
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FACEBOOK MESSENGER ADS & MESSAGES
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Once people ‘subscribe’ with you, you can send them personal
messages.
They ‘subscribe’ by replying to a message.
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A study conducted by Hubspot compared using
Messenger for content delivery vs. email.
Messenger had an 80% open rate and 13% click-
through rate.
It also outperformed email by 242% and 619%,
respectively.
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3050 subscribers 84% open rate
35% click through rate
1067.5 people weekly
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If you have an email list that isn’t working.
1) Upload list to custom audiences
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Live example
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BOT ‘STORIES’ INCREASE LEADSAMAZINGLY…
Live example – lots of traffic from NO’s too!
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EMAILS CAN NOT CONVINCE PEOPLE.
THIS DOES.
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How to get ‘subscribers’ & produce stories?
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1. Encourage people to message you in posts & ads (egcompetitions, free advice, info requests etc)
2. Automatically send message to comments to encourage to reply (that’s only when they subscribe).
3. Send weekly messages to subscribers.
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MANYCHAT
WHY THESE WORK SO WELL…PEOPLE WANT TO STAY ON THE
PLATFORM THEY ARE ON.
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Digital Marketing Training – Starting at 2pm
SECTION 6GETTING FOUND ON
GOOGLE IN 2020
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GOOGLE ADWORDS
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GOOGLE ADWORDS
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GOOGLE ADWORDS
SEO vs AdWords
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GOOGLE ADWORDS
SEO vs Adwords
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GOOGLE ADWORDS
SEO vs AdWordsDo both!
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GOOGLE ADWORDS
A quick note on SEO Companies
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GOOGLE ADWORDS
Search ‘Google support – setting up AdWords account’
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GOOGLE ADWORDS
HOW TO GET MORE SUCCESS IN ADWORDS…
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GOOGLE ADWORDS
1. MULTIPLE CAMPAIGNS – Getting you quality clicks NOT quantity
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ADWORDS - Multiple ads for each niche
REMEMBER:‘Lots of campaigns with a
handful of keywords each will always perform better than a
handful of campaigns with lots of keywords.’
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ADWORDS - Multiple ads for each niche
Starting new campaigns
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ADWORDS - Multiple ads for each niche
How NOT to do AdWords in terms of campaign targeting (But how most people do it)
Ad (Very General) Keywords (Covering everything/where)
Optician ManchesterFree Eye Tests. Expert Staff.Book your appointment now…www.acmeopticianscom
Optician didsburyOptician stockportOpticians salfordOpticians salfordOpticians didsburyOpticians stockportEye tests salfordEye tests didsburyEye tests stockport
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ADWORDS - Multiple ads for each niche
Ads Niche Keywords
Didsbury opticianEye Tests in Didsbury. Expert Staff.Book your appointment now…www.curlupanddye.com/didsbury
Opticians DidsburyOpticians DidsburyEye tests Didsbury
Stockport opticiansEye Tests in Stockport. Expert Staff.Book your appointment now…www.curlupanddye.com/stockport
Opticians stockportOpticians stockportEye tests stockport
Salford opticianEye Tests in Salford. Expert Staff.Book your appointment now…www.curlupanddye.com/salford
Opticians salfordOpticians salfordEye tests salford
Doing it right with an ad for each niche
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ADWORDS - Multiple ads for each niche
Multiple Campaigns / Ads (Instead of just ads for the company):
• Campaign per location – Mention location in Ad for higher conversion
• Campaign per service• Campaign per product• Campaign per sector / industry – Mention them
in Ad for higher conversion• Campaign per special offer ETC
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ADWORDS - Multiple ads for each niche
Vistaprint - Rather than ‘printing company’ they do it via product: ‘Business cards’.
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GOOGLE ADWORDS – Split testing
2. SPLIT TESTING – How to improve performance of each of your ads
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GOOGLE ADWORDS – Split testing
SPLIT TESTING – How to improve performance of each of your ads
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GOOGLE ADWORDS – Split testing
SPLIT TESTING – How to improve performance of each of your ads CTR – Click through rate.
More important than Clicks.
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GOOGLE ADWORDS - – Split testing
CAMPAIGN SETTING – DELIVERY METHOD - ROTATE ADS
‘DISPLAY ADS EVENLY OVER TIME’
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GOOGLE ADWORDS – Split testing
Leave until at least 20 clicks – then repeat!
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GOOGLE ADWORDS – Split testing
3. LANDING PAGE SPLIT TESTING –Improve the web page
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GOOGLE ADWORDS – Split testing
LANDING PAGE RULE Never send someone to your main
page – send to a page that is relevant to what they are looking
for in the ad.
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ADWORDS - Multiple ads for each niche
Vistaprint - Rather than ‘printing company’ they do it via product: ‘Business cards’.
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GOOGLE ADWORDS – Split testing
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GOOGLE ADWORDS – radius targeting
4. LOCATION – Radius Targeting
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Locations – refine to area in set up
GOOGLE ADWORDS – radius targeting
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Locations – refine to area in set up
GOOGLE ADWORDS – radius targeting
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GOOGLE ADWORDS – ad extensions
5. AD EXTENSIONS – Making your ad stand out
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GOOGLE ADWORDS – ad extensions
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6. NEGATIVE KEYWORDS & EXACT MATCH– Saving you money
GOOGLE ADWORDS – Negative keywords
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Negative Keywords – Saving you money
EXACT SEARCH –Stopping Google trying to be helpful
GOOGLE ADWORDS – Negative keywords
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• Broad: Opticians Birmingham (any order, any word, not as targeted, more clicks)
• Phrase: " Opticians Birmingham" (this order, words before and after, more targeted, OK clicks).
• Exact: [Opticians Birmingham ] (this order, no other words, highly targeted, least clicks)
• Negative: - cheap (this would not show ads for “Cheap Opticians Birmingham ")
GOOGLE ADWORDS – Negative keywords
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Negative Keywords – Saving you money
GOOGLE ADWORDS – Negative keywords
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Negative Keywords – Saving you money
GOOGLE ADWORDS – Negative keywords
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Digital Marketing Training – Starting at 2pm
SECTION 7How to contact
prospects effectively
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CONTACTING PROSPECTS PROPERLY
EFFECTIVE DIRECT MARKETING
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i.e.… Effective Email Marketing,Text / SMS marketing
& Follow-Up Direct Mail
CONTACTING PROSPECTS PROPERLY
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YES – They are nothing new.
BUT – Most businesses are doing them wrong and are
wasting time & money or Ignoring them completely.
CONTACTING PROSPECTS PROPERLY
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It is ten times easier and cheaperto bring in business from your database than it is to bring in
new customers
CONTACTING PROSPECTS PROPERLY
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REMEMBER…
1. Legitimate interest2. Opted in
Both must have easy opt out with address & company registration number of company
CONTACTING PROSPECTS PROPERLY
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QUICK MENTION OF GDPR
ONLY GET ADVICE ON GDPR FROM THE INFORMATION COMMISSIONER’S OFFICE
CONTACTING PROSPECTS PROPERLY
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REMEMBER TO SPLIT TEST EVERY THING YOU SEND TO
GUARANTEE BETTER RESULTS NEXT TIME.
CONTACTING PROSPECTS PROPERLY
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1. Split your list into demographics – ages, services requested,
products bought, locations etc
NICHE MESSAGES ARE MUCH MORE EFFECTIVE
CONTACTING PROSPECTS PROPERLY
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2. Split those lists into three.Section 1 - 10%Section 2 - 10%Section 3 - 80%
CONTACTING PROSPECTS PROPERLY
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3. Split test your emails and mail.
• Mail 1 – 10%• Mail 2 – 10%
• Winning mail sent to remaining 80%
CONTACTING PROSPECTS PROPERLY
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Use the results of your split tests in other areas of your
marketing.
CONTACTING PROSPECTS PROPERLY
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THE NEW RULESEMAIL MARKETING
CONTACTING PROSPECTS PROPERLY
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RULE #1 -DON’T SEND HTML EMAIL
IF YOU WANT REPLIES
CONTACTING PROSPECTS PROPERLY
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RULE #2 –NEVER SEND PEOPLE TO
YOUR MAIN PAGE
CONTACTING PROSPECTS PROPERLY
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RULE #3 –SPLIT TEST EVERY CAMPAIGN
SubjectsLength
Call to actionWording on linkLanding page.
CONTACTING PROSPECTS PROPERLY
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RULE #4 –IF YOU ARE NOT SENDING AN EMAIL TO YOUR LIST AT LEAST
ONCE A WEEK YOU ARE NOT DOING IT ENOUGH
CONTACTING PROSPECTS PROPERLY
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RULE #5 –EMAILING SOMEONE
ONCE GETS A MINIMAL RESPONSE. YOU HAVE TO FOLLOW UP.
CONTACTING PROSPECTS PROPERLY
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RULE #6 –EMAILS THAT ARE FOLLOWED UP
BY A PHONE CALL WILL GET AMASSIVE RISE IN CONVERSIONS.
(Phone people who click the links)
CONTACTING PROSPECTS PROPERLY
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RULE #7 –1. THE POINT OF THE SUBJECT
IS TO OPEN THE EMAIL. 2. THE POINT OF THE EMAIL IS
TO CLICK THE LINK. 3. THE WEBSITE DOES THE
SELLING.
CONTACTING PROSPECTS PROPERLY
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RULE #8 –REMEMBER = TALK LIKE YOU
WOULD TO ANOTHER HUMAN.
CONTACTING PROSPECTS PROPERLY
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RULE #9 –EACH EMAIL NEEDS A DEADLINE
TO GET RESPONSES.
CONTACTING PROSPECTS PROPERLY
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RULE #10 –DIRECT MAIL ACCOMPANYMENT
DRASTICALLY IMPROVES CONVERSION RATES.
CONTACTING PROSPECTS PROPERLY
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QUICK NOTE ON DIRECT MAIL.
• RULE #1 - Only send direct mail to people who know you or people who click a link in your email campaign – small lists
• RULE #2 – SPLIT TEST EVERY Piece of direct mail to your segmented lists.
• RULE #3 – Have a unique URL landing page for direct mail & unique phone number on the page
CONTACTING PROSPECTS PROPERLY
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EXAMPLE OF EFFECTIVE 2 MONTH EMAIL CAMPAIGN
Based in 2 parts - Building trust & Closing sale after launch
PART 1 - DEFROSTING PERIOD (NO GRAPHICS)
Email 1 – Who we are and why you should listen to usEmail 2 – Here is some helpful information that will save you money or time.Email 3 – Subject – The #1 most important thing for XXX’Email 4 – Why you should trust usEmail 5 – Success story – Subject EG - ‘300 leads in just 2 days’ Email 6 – Newsletter – a variety of stories that gets them to know the team & experts behind the businessEmail 7 (Introduction to launch) – Get on the priority email list for next weeks launchEmail 8 – You are still not on the listEmail 9 – Tomorrow is the launch, don’t miss out & get on the list!
PART 2 - LAUNCH
Email 1 – Launch email (ideally with video) explaining offer - GRAPHICSEmail 2– You still haven’t read the email / seen the video – why not?Email 3 – Here is another reason why you need to read the email / watch the videoEmail 4 – We know you are busy but you are going to miss out and it only takes XX to read / watchEmail 5 – Explaining incoming deadline to offer.Email 6 – Reminder of incoming deadline to offerEmail 7, 8, 9 - 4 DAY CASH MACHINE - Daily emails, counting down to deadlineEmail 10 & 11 – SAME DAY – Ends today.
Pass clickers of emails 7+ to sales team if possible & send direct mail at email 1 & 6.
4 DAY CASH MACHINE
1.) Send emails #1, #2 and #3 out at the beginning of each day.2.) Send email #4 at 12:01AM on the final day.
CONTACTING PROSPECTS PROPERLY
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CONTACTING PROSPECTS PROPERLY
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CONTACTING PROSPECTS PROPERLY
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FINALLY, SOMETHING TO TEST…SOLUS EMAIL MARKETING
CONTACTING PROSPECTS PROPERLY
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A 60 DAY PLAN TO MEET YOU GOALS…(Could easily be 30 days)
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WEEK 1 – Planning• Plan AT LEAST 7 points of marketing• Work out an urgency offer• Prepare split tests before going big• Workout budget by cost per customer / how many customers do
you need.• Plan marketing towards customers first & segment your list by
demographic• Craft message – Media / Market / Message
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WEEK 2 – Improve website
• Go through your website using the Yellow Conversion Checklist• Send changes to your web designer or make changes yourself• Get quotes from video companies • Add live chat to website• Make sure your website is mobile responsive – if not…fix!
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WEEK 3 – Set up Analytics
• Set up a Google Analytics account• Make sure code is on your website• Watch YouTube Tutorials on GA• Work out how you will split test your marketing through GA• Look through what content is working and what needs
improving
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WEEK 4 – Set up direct marketing
• Organise all your contacts (GDPR compliant) into a spreadsheet• Split lists into demographics• Source email software – Mailchimp, Get Response etc• Write 2 month campaign – schedule out in software• Set up text marketing – Messagebird• Write & design print newsletter • Get quotes for postage and printing for newsletter• Find a partner for solus emails
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WEEK 5 – Develop your social media• Use social growth tools to find target audiences and connect
with them• Set up targeted pay per click ads and test small • Come up with ‘list’ article ideas• Record multiple articles on phone and send to transcriber • Take 5 photos a week of behind the scenes • Look for upcoming events to plan real time social marketing• Use a magazine ratio for sales content
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WEEK 6 – Implement new essentials
• Start targeted YouTube ads once you have video• Design remarketing ads – canva.com• Set up remarketing in Google, Facebook and LinkedIn• Set up Facebook bot stories in Manychat• Set up welcome message on Facebook page• Start writing weekly advice content to Facebook subscribers
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WEEK 7 – Set up Google Ads
• Set up your Google ads account• Set up multiple ads / campaigns using the rules mentioned• Split test to understand ROI before spending more• Have specific landing pages for each campaign / ad
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WEEK 8 – Get it live!
• All final touches finished.• Make sure everything is live, scheduled or ready to send.• Split tests completed and lessons spread over entire campaign• GET ALL YOUR MARKETING LIVE!
• Hour long 1-2-1 video session with me - To help plan the future of your marketing.• Website Audit – Full review AND make all changes for you• Email journey – Write and schedule 2 month campaign mapped out earlier• Set up your Google ads – Set up account and produce 3 effective search campaigns• Set up live chat on your website - With tutorial on how to use• Remarketing – Design 2 ads & Set up on Google, Facebook, Instagram & LinkedIn • Facebook, Instagram and LinkedIn targeted ads - Write and set up x 2 each• 2 blogs for your website – Researched and written• YouTube ads – If you already have video, we can set it up for you.• Facebook bot sequence – Written and automated
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WANT YELLOW MARKETING TO SET UP YOUR 60 DAY CAMPAIGN?
We have a ‘GETTING BACK ON TRACK’ package that includes the following…
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YOUR CAMPAIGN SET UP FOR YOU IN 60 DAYS…
Usually this would cost £3,798 & vat
But if you order by Thursday = HALF PRICE - £1899 & vat
If you order by Tuesday at 5pm = Just 4 payments of £474.50 & vat
60-day turnaround for everything.
• Hour long 1-2-1 video session with me - To help plan the future of your marketing.• Website Audit – Full review AND make all changes for you.• Email journey – Write and schedule 2 month campaign mapped out earlier• Set up your Google ads – Set up account and produce 3 effective campaigns (with
training afterwards to manage)• Set up live chat on your website - With tutorial on how to use• Remarketing – Set up & design 2 ads• Facebook, Instagram and LinkedIn targeted ads - Write and set up x 2 each• 2 blogs for your website – Researched and written• YouTube ads – If you already have video, we can set it up for you.• Facebook bot sequence – Written and automated
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JUST 4 MONTHLY PAYMENTS OF £474.50 & VAT
TO APPLY = Email [email protected]
(He will be sending you an email Monday anyway with the slides).