Connecting With Your Customer with Social Media, Email, and Blogs
Once your website is established and you've established your expertise with your prospective customer, it's time to build on that relationship.
The best marketing tactic is still word-of-mouth and that is why social and email marketing is so valuable.
To take advantage of these digital platforms, you need a strategy. And strategy begins with your objective.
To get your started, here are some common objectives:
Maintaining a a campaign using blogs, social media, or email can be daunting and time consuming, yet a well thought out strategy is repeatable and manageable. Just refresh your objective and content two or three times a year and you have digital marketing machine that you can run yourself or hand off to an administrator.
The objectives change, the campaigns change, but the consistency of your message is always critical.
Let's talk about what you want from your digital marketing.
The best marketing tactic is still word-of-mouth and that is why social and email marketing is so valuable.
To take advantage of these digital platforms, you need a strategy. And strategy begins with your objective.
To get your started, here are some common objectives:
- Maybe you want to sell your customer something just once.
- Maybe you want them to sign up for on-going services.
- Maybe you want them to sign up for your blog, so you can build a relationship and market your funnel of products over time.
- Maybe you want them to influence others and spread the word about your business.
Maintaining a a campaign using blogs, social media, or email can be daunting and time consuming, yet a well thought out strategy is repeatable and manageable. Just refresh your objective and content two or three times a year and you have digital marketing machine that you can run yourself or hand off to an administrator.
The objectives change, the campaigns change, but the consistency of your message is always critical.
Let's talk about what you want from your digital marketing.
Case Studies
Wrote and Implemented Email Campaign to Sell Real Estate Training
Direct Response Marketing Fills Seats Fast!
Situation: Funders' Choice CEO Mike Kaminski, real estate attorney and mortgage broker, needed to fill seats for his Short Sale real estate course quickly. However, his marketing machine was in disarray -- he had a crippled website, a sophisticated contact management system that was inactive and a mish-mash of database records from a dozen different sources with different formatting. Nothing was working individually or together.
Solution: Funders' Choice hired me to put out the fires on all his projects and turn them around so everything worked together. It was an intense process that used all my organizational, technical and creative skills.
Results: The email campaigns did their job filling seats in training courses in Western Washington. The website shopping cart functioned properly and orders were properly administered. The vetted records evolved into an Infusionsoft database of qualified, properly tagged prospects and customers for future campaigns. The campaign filled over two dozen classes over 2-months and Funders' Choice generated $68,257 annualized.
Direct Response Marketing Fills Seats Fast!
Situation: Funders' Choice CEO Mike Kaminski, real estate attorney and mortgage broker, needed to fill seats for his Short Sale real estate course quickly. However, his marketing machine was in disarray -- he had a crippled website, a sophisticated contact management system that was inactive and a mish-mash of database records from a dozen different sources with different formatting. Nothing was working individually or together.
Solution: Funders' Choice hired me to put out the fires on all his projects and turn them around so everything worked together. It was an intense process that used all my organizational, technical and creative skills.
- I oversaw completion of the website, wrote content, fixed the shopping cart, and integrated the CMS Infusionsoft.
- I consolidated 40,000 records from mixed databases, vetted them through 3 contact management systems, then imported them into Infusionsoft.
- I wrote and launched a direct response email marketing campaign, ran analytic reports and tweaked the campaign to improve responses.
Results: The email campaigns did their job filling seats in training courses in Western Washington. The website shopping cart functioned properly and orders were properly administered. The vetted records evolved into an Infusionsoft database of qualified, properly tagged prospects and customers for future campaigns. The campaign filled over two dozen classes over 2-months and Funders' Choice generated $68,257 annualized.
Wrote Email Marketing Campaign to Pre-sell Book Series
Direct Response Campaign Earns 4% Sales Conversion
Situation: I was Senior Book Editor for Lighthouse Publishing Group, a niche publisher of books on stock market trading and investing. Our parent company conducted trading seminars around the country as well as maintaining a private membership with special benefits.
Our directive was to promote a Special Collectors' Edition Series of 5 books by our key author over the Christmas holiday. Our budget was small and time was short. As Editor part of my job was to create a marketing campaign to promote the new product.
Solution: Time and costs made internet marketing our most promising solution. I wrote two sets of direct response sales letters -- one set for approximately 5,000 existing customers and one set for about 15,000 triple-opt-in prospects.
Result: The direct response internet campaign generated a 4% rate in response and sales.
Direct Response Campaign Earns 4% Sales Conversion
Situation: I was Senior Book Editor for Lighthouse Publishing Group, a niche publisher of books on stock market trading and investing. Our parent company conducted trading seminars around the country as well as maintaining a private membership with special benefits.
Our directive was to promote a Special Collectors' Edition Series of 5 books by our key author over the Christmas holiday. Our budget was small and time was short. As Editor part of my job was to create a marketing campaign to promote the new product.
Solution: Time and costs made internet marketing our most promising solution. I wrote two sets of direct response sales letters -- one set for approximately 5,000 existing customers and one set for about 15,000 triple-opt-in prospects.
Result: The direct response internet campaign generated a 4% rate in response and sales.
