Performance Marketing Flipbook
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Performance Marketing Flipbook
Tips and Best Practices on
Demand GenerationMarketing Automation
Email MarketingTechnology
Social Media
Prefer a PDF Instead? Download it here:http://bit.ly/dwflipbook
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Demand Generation
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Increase PPC Relevancy with Custom Landing Pages
Increase the performance & relevancy of your PPC (Pay-per-
Click) campaign by creating a set of Custom Landing Pages that
offer relevant content featuring your targeted keywords. The
more click throughs you generate, the better your PPC Ad will rank
and perform.
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Define leads using B.A.N.T.
Clearly define your leads. Start with B.A.N.T. (Budget, Authority,
Need and Timeframe). Then, identify events by asking
questions that often drive need and timeframe and surface clues
about your prospect’s interest and intent.
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Focus on List Quality For a Better ROIFocus on list quality over list size.
You may not have the largest marketing database in town, but
effective targeting will deliver prospects with the highest
intrinsic value. And, targeting those prospects will most certainly generate higher
response rates, greater success and a better ROI.
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Optimize Your Audience List for Lead Nurture
Define and segment your target audience based on facts, not
fantasy. Use past sales history and models that will predict which
prospects are most likely to convert. Then, test other
variables such as frequency, offer, messaging and channel to
optimize your list for lead nurture.
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Email Marketing
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Ensure Email Client CompatibilityConstruct your email using valid markup, pay special attention to various email clients when using
advanced CSS, background images, etc. and always offer your users an option to view the email
in a browser. Check for any incompatibilities before you click SEND because once it’s gone, it’s
gone!
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Design for The InboxTest your messages in different email clients
Put your or your company’s name front and center
Create a grabber subject line using 8-10 words
Avoid SPAM subject linesTest your email with images disabled
Use text, colors & images to create the most impact
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Create Mobile-friendly and Text-Only EmailsConsider offering a mobile-friendly version of your email depending on your target audience. And, don’t forget to include a text version. Data compression
services like Onavo for mobile devices are programmed to
display the text-only version of the email and render the HTML
on-demand.
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Follow CAN-SPAM
Don’t forget to include a physical address for your company and an
unsubscribe link in your email.
It’s the law!
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Create a Killer Subject LineYour Subject line = Your Elevator Pitch
An artisan subject line:Creates an emotional bond with your brand
Generates instant engagementEntices users to open the emailHelps you steer away from SPAM filters
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Check Your Email Mechanics
Some of the best designed email campaigns fail because simple items like response links, the unsubscribe process and web
registration fail to link correctly or the images fail to load. Check
and the double check your email before you hit SEND.
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Marketing Automation
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Engage Your Customers Through Content
Create content that Educates, Engages and Entertains
. Too often marketers use brochure-ware as content for their
marketing automation an lead nurture initiatives. Remember,
the goal is to engage, not enrage your customers.
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Develop Customer Personas
Keep your database healthy. Review customer data and lead information to ensure it matches
your customer personas. An integrated approach using Email and Custom Landing Pages will enable you to capture enough
data points for effective audience segmentation.
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Adapt Agile Processes and Workflows
Think BIG but start small. Apply agile principles. Design your
marketing automation campaigns and workflows in phases that can
scale easily and adapt as your organization grows.
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Technology
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Use Smart Cloud-based Services
Try cloud-based services like Dropbox or Kicksend to enable file sharing across multiple devices. Files are synced automatically
across all devices. Although the paid versions offer more
functionality, their basic versions are available for free.
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Flash vs HTML 5
While Flash is ubiquitous on web browsers, that isn’t the case with
mobile devices that run iOS. Think of all the iPhones and iPads
you’d miss out on with Flash! Also, HTML 5 is an emerging
standard. It works on the web and across mobile devices so its
platform agnostic.
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Strong Passwords – A Necessary EvilWhen creating passwords…Don’t use any variation of your
name (first or last)Don’t match your usernameDon’t use your DOB as your
passwordDon’t use your pet’s or a family
member’s nameUse at least 8 alpha-numeric
charactersInclude at least 1 uppercase letterInclude at least 1 special character
(!, $, %, etc.)
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Use Personalized URLs (PURLs) for Easy Recall
URL shorteners like bit.ly are a great way for your prospects and
customers to remember and recall otherwise long campaign URLs. Customize shortened URLs for
relevancy and easier recall.
E.g. http://bit.ly/dwflipbook
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Create an SPF Record
Improve email deliverability by creating a Sender Policy
Framework (SPF) record for your sending domain. You can create an SPF record for your domain in
under 2 minutes.
E.g. http://bit.ly/creating-spf-record
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Use Vanity URLs and PURLs
Use Vanity URLs to build strong affinity, easy recall and relevancy
of your campaigns. Include a targeted keyword(s) to make it
unique, memorable and relevant.
E.g. http://AffordableSmallBusinessPla
ns.com
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Social Media
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Claim Your Social Media Personas
Define your social media personas carefully as they represent your
personal & company brand. Remember, social media offers
We (@BOSMarketer) and I (@nirmalp) personas. And
remember to post content that’s appropriate to each persona.
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It’s Never Too Late to Start A Blog
Start small but start blogging. Blogging establishes you as a
subject-matter expert and delivers fresh content that helps
with SEO. A plethora of free platforms including Wordpress or
Tumblr can get your started in under 10 minutes.
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Put the You in YouTube!Studies show videos under 2 min
is the best way to keep your customers engaged! Give a demo, talk about an industry
trend or a topic. Video also helps drive traffic & improve conversion
rates. Consider using HTML 5 over Flash for greater accessibility
on mobile devices.
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Un-sanitize Your Content
Create and share content that is fun and sharable, not sanitized. Share links, blog posts, pictures from a recent company outing, Halloween party, presentations
etc.
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Pictures Talk Louder Than Words
“Twitter is a link economy, whereas Facebook is a picture economy. So just about every status update should include a
picture. Ideas for pictures include customers, your product or
service in action, employees and events. There’s no such thing as a bad picture…” – Guy Kawasaki
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The Facebook Dilemma: To Like or to Share?
A Like implies passive engagement. It’s the equivalent of secretly loving someone but
not being vocal. Sharing implies active engagement. It’s the
equivalent of being vocal about something. Although both are desirable, Sharing beats Liking.
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Use Chicklets to Encourage Content Sharing
Encourage content sharing on your website and blog through social media chicklets, small widgets that enable 1-click sharing across social media
properties. Visitors may like your content but without the proper
cues and prompting they may not consider sharing it.
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Create Engaging Content For Social Media Sharing
Be original. Use your own distinct voice and
create content that’s educational, engaging and entertaining. More people will be encouraged to share your content
and provide you with reach thereby increasing your influence.
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Automate Parts of Your Social LifeUse time-saving tools like TweetDeck or Hootsuite to
automate your tweets, auto-follow messages, follow-backs, etc. but don’t become a bot. Don’t forget
to lend your own voice. Remember, social media is all
about having conversations and driving engagement.
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