Media Matters - Online Marketing Seminar Sept 2012

transcript

www.mediamatters-pr.co.uk

Online Marketing Seminar27th September 2012

• LinkedIn’s latest changes • Is your email marketing working?• Content marketing for SEO

2012 changes

• Targeted updates• Follower statistics• Commenting and liking• Twitter link• Profile pages• Company page changes

LONDON — September 17, 2012 — LinkedIn, the world’s largest professional network with over 175 million members worldwide, has today surpassed its 10 millionth member in the UK – this means four out of five British professionals are now part of the business network.

LinkedIn Press Centre

So what?

Targeted updates

• Company pages can now target updates

• Helps to reduce the number of irrelevant posts followers receive and make updates they do see more valuable

“Philips is claiming a 106% increase in follower engagement from using Targeted Status Updates.”

Source: Web Pro News June 2012

Targeted updates

• All status updates are visible to everyone on the company page, no matter who they were targeted at.

Follower statistics

• Provides insights about:– follower demographics– engagement levels– update impressions– total following– recent followers and the number of new

followers from month-to-month.

Commenting and liking

• Comment and like updates made by individuals and companies.

• Increased level of interaction and engagement

• This information combines with the ‘trending in your network’ feature

News/LinkedIn Today/Trending in your network

Twitter integration change

• Tweets posted on twitter can no longer be automatically posted on LinkedIn.

• You can still post updates you make on LinkedIn to Twitter.

Profile changes

• Image• Summary• Previous job titles• Contact info

Before Now

Is your email marketing working?

Email marketing research

Source: Exact Target Survey of 405 respondents 2012

Source: Exact Target - survey of 405 respondents 2012

Email marketing trends

• More mobile users than ever scan emails on phone first

• Email marketing is still a popular marketing tool which gets results

80%EMAIL OPENS ON SMARTPHONES AND TABLETS HAVE INCREASED 80% OVER THE LAST SIX MONTHS.

Litmus.com

- LITMUShttp://litmus.com/blog/email-client-market-share-stats-infographic-june-2012

Source: EConsultancy Email Marketing Census 2012

Email marketing tips 2012

• Subject lines• From• Calls to action• Signing up• Segment• Test

Subject lines

• Should be ‘actionable’• Less than 50 characters long (or 20 if you

are optimising for mobile).• Test 2 different subject lines on a sample of

your database before sending the main email.

“From”

• Sending an email that comes from an individual, company, or combination can have an impact on open rates.

• Test to see which is best for your target audience.

Calls to action

• There should be more than one link to the main call to action in each email.

• Use a combination of hyper-linked to text and visual ones – recipients who do not read the text will gravitate towards buttons

Sign up pages

• Restate the benefits of the receiving email communications on the signup page

• Include an example of typical email sent by your organisation on the signup page.

Segment

• For best results• Possible ways to segment your

database:– Current customers/potential customers– Different business sectors– Services that are used

• Subject lines• Landing pages• Times of day/days of week• “From”• A/B Split testing• Offers

The open rate for Test 1 was 35.4% compared to 50.0% for Test 2.

Test 1Real Time Information deadline: what you need to know

Test 2Legislation you need to know about

Subject line testingAugust 2012

Source: Econsultancy Email Marketing Census 2012

Content marketing for SEO

Penguin and Panda

• Recent updates have changed search results

• Good content generates good links• Social and search are integrating• Content marketing is critical for SEO

Meaning…

• Value added content on your website• Creating content for other websites• Make content more social friendly too

• http://www.brafton.com/infographics/why-content-for-seo

• Make content great not keyword heavy• Attractive to social media• Create resources, blogs, tips, e-books,

news, online PR• Engage in forums and online

communities

http://news.payplan.com/why-iphone-5-users-may-be-more-prone-to-debt-infographic/

And finally

News roundup

Online Marketing Seminar27th September 2012

Media Matters - Online Marketing Seminar Sept 2012

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