Attract and Connect with Your Audience Using Mobile and Email Marketing

Attract & Connect With Your Audience Using Mobile and Email MarketingTom Fanelli – VP of Product Management

#smallbusinessrevolution

Consumer Behavior is Changing!1990’s Today

Our New Digital Reality

Over 600 Views of Interview on Facebook!

Consumer Engagement Starts on Smartphones!

Source: 2013 Google Mobile Salon

Takeaways• Mobile is critical for discovery of your products or services.

• Consumers’ time on mobile devices is on the rise.

50% oflocal search is mobileThis means that digital search is dominating

consumer behavior

of purchase-related conversions occur within 1 hour of initial mobile search55%

of in-person purchasesinclude online research40%

of purchasing decisions are made in person & locally

Online Drives Offline Sales

88% of smartphone

owners use it to find local

information78% of mobile

searchesend in a purchase

Your Action PlanStep by Step Action Items to Improve Your Business with Mobile, Local, and Email

So What is Online Presence?• It is your business’ digital footprint

• Your business website is only one portion of your online presence

• Online presence really consists of several key items• Your website• Directory listings, Search Engine listings• Your social presence• Reviews of your business

• Each item is different and each requires attention

3 Keys to Success• Be “Accurately” Found Where Customer Are Looking

• Your online presence is the key to being found• Every missing phone number, incorrect address, and misspelling is costing you serious

business• Further, this data is polluting the ecosystem of ‘Local Search’

• Be Credible, Reputable and Trusted• Make your presence stand out with great content• Engage socially with your customer base

• Have a Compelling ‘Call to Action’• Offer something of value to start a connection

Mobile Responsive Websites

Why Responsive Matters• Google favors responsive websites in search results

• Responsive sites provide a better user experience

• Place an emphasis on conversion events that favor phones• Click to call• Get directions

• This will lead to more leads and customers

Local Directory Eco-System

Imagine Asking 10 People The Location of a Restaurant

Goodfella’s Pizzeria

144 Orchard St

(212)432-3200 Agreed

Perfect.

Exactly

Spot on.

Confirmed.

That’s it.

High Confidence! For your customers and the search engines.

But What if Instead, The Answers Were

Goodfella’s Pizzeria

144 Orchard St(212)432-3200

Good Fella Brick Oven

144 Archer

212.345.1122

Where?

You mean Goodfella’s

Never heard of it.

144 Orchard Ave.

Great movie.

I don’t think I know them.

Low confidence, lost business, and lower ranks in search

Be “Accurately” Found Where Customer Are Looking

http://bit.ly/2a6aQDh

• Each error can cost you rankings

• It’s not good enough to be “close” in this game

• Missing online presence is a lost opportunity

• This is an ongoing problem that requires constant attention

http://bit.ly/2a6aQDh

Be Credible, Reputable, and Trusted• 88% of consumers trust online

reviews as much as personal recommendations from real people.

• Customer reviews and testimonials create a 74% increase in product conversion.

Review Examples

147 TripAdvisor Reviews

Social Proof

Have a Compelling Call to Action• 96% of shoppers have used a coupon in the last 3 months.

• In 2014, 100 million US adults used digital coupons.

Traditional Coupons

Digital Coupons

Join the list to get monthly specials!

Get The Word Out About Your Offer!

Email is a Top Performing Digital Growth Tactic• Email marketing was ranked as

the best channel in terms of return on investment, with 68% of companies rating the channel as ‘good’ or ‘excellent’.

• Companies are attributing 23% of their total sales to the email marketing channel

Supercharging Your Email With Coupon Offers• 70% of coupon- based e-mail campaigns have higher

open and click rates than other mailings sent by the same brands

• Average order values and transaction rates increased by 6% and 48% respectively when using e-mail coupons.

Examples of Promotional and Newsletter Based Emails

Building Your List – Best Practices

Add Forms To Your Site!

Ensure Privacy!

Don’t Forget AboutThe Real World

Wrapping Up!• Website – Responsive Design

• Be Accurately Found Where Your Customers Are Looking

• Be Credible & Trusted

• Have a Compelling Call To Action (Good Offers, Coupons, etc)

• Collect Emails

• Send People Offers To Generate Recurring Business

Bonus Tip – Apply The Same Techniques to Social!• 58% of Facebook users like a

company to receive discounts or promotions (eMarketer) or or 79%, according to (MarketForce)

• 94% of people follow brands on Twitter to receive deals and offers

• 90% of millennials share deals, 43% through social media

Visit deluxe.com

Attract and Connect with Your Audience Using Mobile and Email Marketing

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