Email Marketing & Lead Generation (Marketing Automation) Workshop Day 1 Let’s discuss: ● What is the purpose of marketing? ● How does marketing help YOUR organisation? ● What does your organisation do for marketing? “To deliver the right message, to the right person and at the right time.” Don Peppers and Martha Rogers, The One-to-One Future, 1993 Workshop: Learning Outcomes ● Understand how you can integrate email marketing, lead generation techniques and marketing automation into your organisation’s business practices ● Attain knowledge and develop skills to: ○ Execute email marketing program ○ Capture consumer interest and generate leads ○ Develop and execute marketing automation activities Day 1: Learning Outcomes ● Develop an understanding of digital marketing funnel and its practices ● Develop an understanding of your organisation’s digital marketing readiness ● Understand your organisation’s stakeholders ● Engage your stakeholders through digital techniques ● Acquire new email marketing skills The Truth about Marketing (AKA how to engage and convince your sales person) The Truth about Marketing - It’s complex. ● Consumers are spoilt for choice ● Consumers have unlimited access to information ● Consumers have a VOICE ● Abundance of data is created for each marketing activity; data management issues ● Mobile dimension adds complexity to marketing ● Thousands of marketing tools and channels available; confusing ● Technology changes very fast: AI, IOT, RTB, etc. But the fundamental 4Ps of Marketing are still very relevant today. Product Price Promotion Place Only the medium has transformed. So don’t be afraid. Still cannot?! Get an expert or two. Assorted Marketing Activities and Platforms Search Engine Trade Shows Communities Blogs Free trials Optimisation Landing Page Influencers WhatsApp Facebook Page CRMs Twitter Webinars Market Research Live chat Branded Swag Artificial Corporate Lead Generation User Forums Viral Campaigns intelligence Website Marketing Content Twitter Sales collaterals Sponsorships Automation Marketing Search Engine Display eCommerce eBooks Email Marketing Marketing Advertising Location Affiliate Marketing Public Relations Mobile Apps Social Media Targeting Instagram Email Marketing Client Events WeChat Retargeting Content Facebook Customer Marketing Case Studies Recommendation Marketing Research Automation Classic Marketing Funnel Source: TrackMaven https://goo.gl/oU9qNN Activity 1: Types of marketing activities in funnel Activity 1: Types of marketing activities in funnel Instructions 1. Identify the different types of marketing activities and its respective platforms 2. Using the worksheet provided, place the activity or platform in its respective row or column. The criteria are: ○ Type of marketing activity (traditional or digital) ○ Stage in Marketing Funnel 3. Class discussion: ○ Justify why you place a particular activity in its current row or column Differences between B2C and B2B Digital Marketing in a Nutshell (The Old Marketing Done In A New Way) Digital Marketing with a Purpose Step 1 Step 2 Step 3 Acquire a lot of people (traffic). Capture their attention. Nurture your audience (leads). Smartly and targeted. And their data (lead capture). Grow their knowledge and trust. Tools Tools Tools ● Search engine marketing ● Landing pages with CTA ● Email marketing ● Facebook Ads and forms ● Great content! ● An optimised website ● Great content! ● Great content! Digital Marketing with a Purpose The Sales Conversion Effect Step 4 A very happy boss/salesperson The General Rule of Digital Marketing is... Business Goals Measure! ● Revenue / Profits ● Increased Sales Measure! ● Increased Brand Awareness ● Increased Efficiency ● Increased Productivity Measure! ● Others? Online/Digital Goals ● Increased Reach ● Increased Brand Awareness ● Increased Leads, Prospects, Customers ● Increased Loyalty / Retention ● Increased Engagement ● Others? Google Analytics ActiveCampaign MailChimp The Importance of Landing Pages The Importance of Landing Pages The Importance of Landing Pages The Importance of Landing Pages Landing Pages - Best Practices Landing Pages - Best Practices 1. Consistent headline (LP and ad) 2. Clear headline 3. Trust indicators (accreditations, URL) 4. Consistent visual elements 5. Strong Call-to-Action 6. Stand-out Buttons 7. Concise copy 8. Not too many links 9. Above the fold 10. Always test 11. Very visible form 12. Privacy Policy Activity 2: Digital Marketing & Social Media Audit Activity: Digital Marketing & Social Media Audit Activity 2: Digital Marketing & Social Media Audit Instructions 1. Choose an organisation that you are familiar with. It can be your own organisation (preferred) or others that you know of. 2. Identify a competitor for your organisation. Your line-up will look like this: ○ Your organisation vs competitor ○ Grab vs Uber ○ Singtel vs Circles.Life ○ SMRT vs Tower Transit 3. Conduct a Digital Marketing & Social Media Audit for both organisations using the worksheet provided. 4. Class discussion: ○ What are the key gaps that you have identified in the digital marketing and social media practices of these organisations ○ What are your recommendations for improvements Let’s take a break? Check-in: Quick Summary ONE TWO THREE The Role of Content in Marketing (How to work your SEO and kill other birds) Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. Principles of Content Marketing ● No product pitch! ● Deliver information that makes your buyer more intelligent! ● If we deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty! Educational: How Tos Content Case Study: Park Tools Trendy & Delightful Content Case Study: Nasi Lemak Burger Most Important Next Step: What should The Beast or myBurgerLab marketers do to take advantage of extremely valuable earned content? Contextual: B2B Content Case Study: MediaMath Knowledge sharing Content Case Study: Equinet So,what’s the ultimate purpose of content marketing in a practical sense? The Ultimate Purpose of Content Marketing To drive: Outbound Marketing ● SEM ● Facebook Marketing ● Display Advertising ● Email** Inbound Marketing ● SEO ● Social Media ● Referrals/Influencers Lead or Awareness Generation Activity: Online Content Research & Collection Instructions 1. Choose a single organisation that you are familiar with. It can be your own organisation (preferred) or others that you know of. Sample organisations: ○ Grab ○ Singapore Airlines ○ Decathlon ○ Standard Chartered Singapore 2. Research and source relevant types of content from the organisation that can form a content plan. Examples: ○ Articles or blog posts ○ Research papers ○ Infographics ○ News releases (product announcements, partnerships, etc.) ○ Streaming videos (YouTube, Vimeo) ○ Bonus: Landing pages 3. Save your list of content online for reference later How about lunch? Check-in: Quick Summary Target Audiences (Prospect, Customers & Other Stakeholders) Let’s discuss! ● Define target audience type and traits ● Possible aspirations, goals or daily concerns ● Possible effective marketing channels or content types Let’s discuss! ● Define target audience type and traits ● Possible aspirations, goals or daily concerns ● Possible effective marketing channels or content types Let’s discuss! ● Define target audience type and traits ● Possible aspirations, goals or daily concerns ● Possible effective marketing channels or content types Buyer Personas Buyer Persona Study: 25-year old Millennial Local SME Travel Who? 50+ Rich Muslim Auntie Traveller Agency Owner Decision maker Decision maker Decision maker Influencer Influencer Influencer Persona type Buyer Buyer Buyer User User User ● Retired and has very ● Mid-career business ● Very internet-savvy Demographic and little obligations owner ● Focuses on passion in ● Likes to contribute ● Simple-minded and interests life through donations comfortable ● Prefers to be ● Prefers company when ● Wants to grow the independent on travel business although Aspirations and goals ● Seeks unique travel ● Wishes to travel 3-4 risk-averse experiences times a year on avg. ● Group chats with Types of content ● Group chats ● SME business news age-group friends ● Influencer’s blogs ● Industry body news consumed ● Korean dramas on VCD ● Instagram ● Local newspaper ● Local newspaper Content channels ● Whatsapp ● Whatsapp ● Facebook Activity 3: Understanding Your Target Audience Activity 3: Understanding Your Target Audience Instructions 1. Identify 3 types of audiences/buyer persona that are relevant for your organisation/company. Have at least one or two external stakeholder. 2. Using the worksheet provided, place each buyer into a column and list each of the following concerns: a. Demographic and specific interests b. Goals and aspirations c. Types of content consumed d. Prefered content channels 3. Class discussion: a. Explain why you have chosen these 3 types of audiences b. What are the key insights you’ve discovered about these groups? The Simple Buyer’s Journey Awareness Consideration Decision Stage Stage Stage ● Top of the funnel ● Middle of the funnel ● Bottom of the funnel ● May or may not be ● Usually has a problem ● Has deeply looking for to solve and looking considered options information or have for answers and ready to make a a problem to solve decision ● Does extensive ● Nurture starts