DIGITAL + branding • Digital Business Cards Webinar! + # 2
What We’ll Cover Today
• Increase Engagement
• Improve Results Dramatically
• Manage Groups
• Close More, Close More Often
• Step by Step Plan
List building is only the first step. What you do next determines your success.
Kim Stuart
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A LITTLE SOMETHING ABOUT MESome background info…
WHO AM I? I’ve been online full time since ‘96
E-commerce. Affiliate Marketing. Research and analytics.
WHAT DO I DO?
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OUR TEAM
Affiliate marketing, live streaming software 1999 - technology challenges
HAZEL FRUITMAN
Communications technology, large scale efficiencies at scale
MICHAEL MALONEY
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Big ideas take a little getting used to…
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$610,000,000* - Sales Reported
1998
*not as impressive today as it was back then
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OOPS! Timing Really Is EVERYTHING!A view from the WaybackMachine —
Online furniture store, e-commerce FAIL!
December 1998
Loyalty program, even back then!
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THE TECHNOLOGYWhat Does 1994 Have in Common with Today?
$
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Little Ideas Can Take a Little Getting Used To…
IMAGE
Nearly 2/3 of US Adults Have Smartphones
19% of smartphone owners have fewer options for access than their smartphone or have no broadband at home. 7% have NEITHER option.
Who Uses the Smartphone the Most?
Smartphone owners of all kinds use their phone to help navigate numerous important life events; lower income and “smartphone-dependent” users are especially likely to use their phone for job and employment resources.
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WHAT WE SAY ABOUT OUR PHONES
A recent Pew Research survey (OCT-DEC 2014) of US smartphone owners provides some interesting data — especially when we look at the third circle.
Couldn’t live without
Not always needed
54%
46%
Leash
Freedom
30%
70%
Annoying
Helpful
7%
93%
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HOW DO WE USE OUR DEVICES?
93%%
Younger Users Avoid Getting Bored by Using Phones
56%&
Learn About Community Events or Other Activities of
Note
Take a Class or Get Educational Content
30%'
43%(
Look Up Information About a Job - 18% Actually Submit a
Job Application
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√ Communication Device √ Calendar √ Map √ Camera √ Much MORE
=
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SO, NOW WHAT?
?
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THE NEXT BIG THING
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MOBILE WALLETS WILL DOMINATE
Everyone will make one. Everyone is already making one. They can’t afford not to make one. There are likely to be 2 or 3 truly dominant players but it’s still way too early to pick the winners and losers. Right now they need each other. A Lot. Your dog might be able to get in on this action, there will be so many varieties in the next 12 months.*
*probably needs to be a somewhat clever dog
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Increase Engagement
1. Get In Wallet 2. Communicate Effectively 3. Engage the User (this is important, we’re not done with it)
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1. Create Your Template
√ 2 Images √ 1 Line of Text
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2. Pick a Color
(OK, 2 Colors Actually)
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3. Add Some More Text
√ 2 lines - Description √ 2 lines - Additional Info
Would You Like a Barcode?
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GREAT, I MADE THE CARD. NOW WHAT?
)
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CARD IS INSTALLED INTO PHONE
CARD INFO
*+ , -
Device owner opens up regular email via mobile; installs card.
SMS
Device owner clicks through URL via SMS; installs card.
SCAN QR
Passbook app is opened; built in scanner takes care of the rest.
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RANDOM NUMBERS
FACTS
.
/
19X
20X
Hillshire Farms launched a new product line last year, using Passbook and iBeacons (yes, you can use iBeacons too if you like) in targeted retail locations across major metro areas. It was a smashing success.
Coupled with a 36% increase in BRAND AWARENESS, the company determined that they were so impressed with the results that they extended the campaign to other product brands in their stable.
Increased Purchase Intent
Increased Interaction
0
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Simple Ways to Increase Engagement1. Update messages
2. Location notification
3. Deep linking
4. Strong CTA
5. Launch Apps
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MANAGE GROUPS
1ONLINE COURSE FUNNEL
CONSULTING GROUP
Much as you would with Facebook or Google, simply create Groups of users who receive the same card. Update the corresponding card when you have fresh content or information that you would like to quickly disperse.
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Grouping Users Within Your Campaigns Makes It Easy to Manage Updates
1. No limit to groups. 2. No limit to users within groups. 3. Message groups independently.
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INCREASE CONVERSIONS
2 3 4
DRIVE WEB TRAFFIC
New blog post? Send the link. Social media update? Send the link. Event schedule change?
Update the time on their card.
LAUNCH RELATED APPS
Prefer a phone call? Launch phone dialer with a finger tip. Want to make sure they know the event
address? Launch Maps directly from the card.
SEND TO SALES PAGE
Add updated links to funnel promos to the card and link directly to your pay page, or your one-
click upsell links in your cart software.
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THE STEP BY STEP PLAN
1. Card LayoutRemember - 2 images, simple is better. Phones are decent sized but even the iPhone 6 is NOT THAT BIG.
2. Short & Simple MessageUse the card to engage and maintain interaction. Too many messages or messages that are too long to be understood quickly should be avoided in almost EVERY situation.
Don’t use the upper lines of text if they don’t look good with your graphics. 5
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PLAN YOUR WORK; WORK YOUR PLAN
3. Additional Info Fields on Back
This is where the REAL action happens. Be creative, think about the path you want the user to take. Launch Phone Dialer, Maps, try deep linking to fresh content or drip feeding content directly to the phone.
4. Update RegularlyJust like traditional email or other funnel massages, if you don’t get in the habit of regular engagement and communications, your user base will forget about you. Boo.
Keep an eye on your stats — too many deletions means that your spamming your users or maybe just sending them poorly thought out messages.
6
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LAST BUT NOT LEAST
REALLY IMPORTANT STEP
Don’t forget to tell your clients, prospects, or other groups to INSTALL THE CARD. You should include a link to a card in EVERY piece of correspondence you are sending out — even if it’s just a link to an About Me (well, really it should be about YOU) card in your email signature.
THAT’S RIGHT. EVERY TIME.
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SourcesKatie Couric/Bryant Gumbel - http://time.com/3687933/katie-couric-bryant-gumbel-internet-bmw/
amazon.com - 1998 Sales & Revenue Figures - http://www.ecommercetimes.com/story/420.html
Smartphone Adoption Figures - http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
Hillshire Farms - https://mobilesavings.net/consumer-engagement
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MOBILESAVINGS.NET