Attract and Connect with Your Audience Using Mobile and Email Marketing
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Transcript of Attract and Connect with Your Audience Using Mobile and Email Marketing
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Attract & Connect With Your Audience Using Mobile and Email MarketingTom Fanelli – VP of Product Management
#smallbusinessrevolution
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Consumer Behavior is Changing!1990’s Today
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Confidential 3Source: 2013 Google Think Performance
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Our New Digital Reality
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Over 600 Views of Interview on Facebook!
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Consumer Engagement Starts on Smartphones!
Source: 2013 Google Mobile Salon
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Takeaways• Mobile is critical for discovery of your products or services.
• Consumers’ time on mobile devices is on the rise.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
50% oflocal search is mobileThis means that digital search is dominating
consumer behavior
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of purchase-related conversions occur within 1 hour of initial mobile search55%
of in-person purchasesinclude online research40%
of purchasing decisions are made in person & locally
76%
Online Drives Offline Sales
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88% of smartphone
owners use it to find local
information78% of mobile
searchesend in a purchase
Your Action PlanStep by Step Action Items to Improve Your Business with Mobile, Local, and Email
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
So What is Online Presence?• It is your business’ digital footprint
• Your business website is only one portion of your online presence
• Online presence really consists of several key items• Your website• Directory listings, Search Engine listings• Your social presence• Reviews of your business
• Each item is different and each requires attention
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3 Keys to Success• Be “Accurately” Found Where Customer Are Looking
• Your online presence is the key to being found• Every missing phone number, incorrect address, and misspelling is costing you serious
business• Further, this data is polluting the ecosystem of ‘Local Search’
• Be Credible, Reputable and Trusted• Make your presence stand out with great content• Engage socially with your customer base
• Have a Compelling ‘Call to Action’• Offer something of value to start a connection
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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Mobile Responsive Websites
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Why Responsive Matters• Google favors responsive websites in search results
• Responsive sites provide a better user experience
• Place an emphasis on conversion events that favor phones• Click to call• Get directions
• This will lead to more leads and customers
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Local Directory Eco-System
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Imagine Asking 10 People The Location of a Restaurant
Goodfella’s Pizzeria
144 Orchard St
(212)432-3200 Agreed
Yup!
Perfect.
Exactly
yes.
Spot on.
Confirmed.
That’s it.
Same.
High Confidence! For your customers and the search engines.
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But What if Instead, The Answers Were
Goodfella’s Pizzeria
144 Orchard St(212)432-3200
Good Fella Brick Oven
144 Archer
St.
212.345.1122
Where?
You mean Goodfella’s
LES?
Never heard of it.
144 Orchard Ave.
Great movie.
I don’t think I know them.
Low confidence, lost business, and lower ranks in search
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Be “Accurately” Found Where Customer Are Looking
http://bit.ly/2a6aQDh
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
• Each error can cost you rankings
• It’s not good enough to be “close” in this game
• Missing online presence is a lost opportunity
• This is an ongoing problem that requires constant attention
http://bit.ly/2a6aQDh
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Be Credible, Reputable, and Trusted• 88% of consumers trust online
reviews as much as personal recommendations from real people.
• Customer reviews and testimonials create a 74% increase in product conversion.
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Review Examples
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147 TripAdvisor Reviews
Social Proof
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Have a Compelling Call to Action• 96% of shoppers have used a coupon in the last 3 months.
• In 2014, 100 million US adults used digital coupons.
Traditional Coupons
Digital Coupons
<<
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Join the list to get monthly specials!
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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Get The Word Out About Your Offer!
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Email is a Top Performing Digital Growth Tactic• Email marketing was ranked as
the best channel in terms of return on investment, with 68% of companies rating the channel as ‘good’ or ‘excellent’.
• Companies are attributing 23% of their total sales to the email marketing channel
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Supercharging Your Email With Coupon Offers• 70% of coupon- based e-mail campaigns have higher
open and click rates than other mailings sent by the same brands
• Average order values and transaction rates increased by 6% and 48% respectively when using e-mail coupons.
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Examples of Promotional and Newsletter Based Emails
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Building Your List – Best Practices
Add Forms To Your Site!
Ensure Privacy!
Don’t Forget AboutThe Real World
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Wrapping Up!• Website – Responsive Design
• Be Accurately Found Where Your Customers Are Looking
• Be Credible & Trusted
• Have a Compelling Call To Action (Good Offers, Coupons, etc)
• Collect Emails
• Send People Offers To Generate Recurring Business
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Bonus Tip – Apply The Same Techniques to Social!• 58% of Facebook users like a
company to receive discounts or promotions (eMarketer) or or 79%, according to (MarketForce)
• 94% of people follow brands on Twitter to receive deals and offers
• 90% of millennials share deals, 43% through social media
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