Date post: | 26-Jun-2015 |
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Marketing |
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Carl Messenger-LehmannFounder & President of Hyperweb.ca Partner in Gecko Marketing Strategic Direction 17+ years experience
Today’s Presenters
Terry RajaramVice President of hyperweb.ca Partner in Gecko Marketing Adwords Guru Creative Direction 650+ web / marketing projects
Webinar Tips30 - 40 minutes Duration Ask Questions (We’ll answer them at the end) Use the Chat window for answering questions we ask you.
Housekeeping
Today’s AgendaA Quick Story 3 Examples Question Period
A quick story…We had just started working on the first post in our new blog series, and over lunch, I was excitedly telling my friend - a fairly well-known entrepreneur and blogger - about this latest development.
“Awesome idea.” “What’s your plan for getting readers?”
“I was thinking I’d launch it, and then email the link to as many important people as I can.”
My friend looked up from his iPhone and raised his eyebrows. If expressions could talk, his was saying “Dude. Are you kidding me?”
he continued:“Do you know how many emails like that I get every single day? 99% of them come from people who I’ve never heard from before. Of those, 100% get ignored immediately.”
When I pressed him on why he did that, it became clear that his inbox was simply too crowded with people he didn’t know wanting his help...for free. “Nobody cares about your email unless they care about you.”
Over the next 20 minutes, my friend changed nearly everything I thought I knew about reaching important people.
The most important lesson, by far, can be distilled down to this: Forget your “promotion” strategy, and focus on engagement and building real, mutually beneficial relationships, before you need them.
How does this relate to 300% better results?
StorytellingThe POWER of
EXAMPLE #1
Storytelling Engages your audience
It accesses a different part of the brain than technical data or facts
It’s scientifically proven to be more effective
The POWER of Storytelling
Need a Case Study?
A/B Testing
The text in that story was used in a A/B TEST
The results were tracked
They looked at: - Who read the entire blog - Average time spent reading the blog
About The Blog Post
Full Page Readers
520% longer296%
more
Average Time on site
The Results
But Why? When we hear information-–for example, “a/b test results”—
we activate the part of our brain responsible for processing language. All we’re doing is taking in the words and figuring out what they mean.
But when we hear stories, our brain acts as if we’re feeling the stories. We process them, we start to feel them, we relate to the story and we start to visualize it in our heads.
What do you remember? What did my friend do when i shared my idea?
A. raise his eyebrows in disbelief B. mutter something underneath his breath
How did my friend respond to my strategy of using email to promote the blog? C. “Dude, are you kidding me?” D. “Where will you advertise it?”
What was my friends main point? E. nobody cares about your email unless they care about you. F. there are too many blogs already
Alex Turnbull
Alex Turnbull is the CEO & Founder of Groove (an easier way to handle customer support) who loves to build startups and surf. http://www.groovehq.com/blog/1000-subscribers
Blog Source
EXAMPLE #2
1. Email Campaigns
Simplify your message Make it personal Use Images Catch their attention Use Engaging Headlines Send out LESS information Do it more frequently ALWAYS have a clear Call-To-Action
A Better Approach
2. Email Campaigns
225%HIGHER
2. Make It Personal
2. Make It Personal
Information
225%HIGHER
Personal
You have seen it before! Ads that seem to Follow you Do they have a giant advertising budget?
What It Is…
How It Works…Part of Google Display Ad Network Create Display Ads / Set Up Campaign Targeted (Geo-target, time of day, Interests, Gender) Set cookie on visitors computer Access Rented out space of high traffic websites
Clicks(Virtually Equal)
Advertising Cost3X Less
Impressions3X More
Cost Per Click (CPC)3X Less
Summary45 Day Campaign Equal Amount of Clicks 3X Less Cost 3X More Impressions 3X Less CPC
Questions
Facebook InPost Ads Facebook Page Promotion
Facebook Promoted Posts
Youtube In-stream AdsGoogle Advertising
Remarketing Ads
Mobile Ads
Hubpot Certified Inbound Certified Hubspot Design Certified Registered Graphic Designer
Google Partner Adwords Certified Analytics Certified