eMarketing 101: gTons of Awesome Stats, and Slides on the Latest Ways to 

Generate Customer Leads

Presented By:  Heath Shultsheath@bpaa.com

In this Presentation:

• Social Media Marketing StatisticsSoc a ed a a et g Stat st cs• Definition of Social Media MarketingMonitoring• Free and Paid Monitoring ToolsFree and Paid Monitoring Tools• Facebook and Twitter Explanations• Social Media ROI Explanation and StatisticsSocial Media ROI Explanation and Statistics• Email Marketing Statistics• Build Your Email ListBuild Your Email List• Convert Leads to Customers• Email Marketing Tips• Email Marketing Tips

2

Why Is Social Media Important?: StatisticsStatistics

Photo Credit: kevindooley

Global I UInternet Users

Photo Credit: Jess3

Th bThe number of emails sent onof emails sent on the Internet in 2009the Internet in 2009.

Source: Jess3

500 Million Active Facebook Users500 Million Active Facebook Users

Source: Tech HeraldPhoto Credit: Oversocialized

126 Million126 MillionThe number of blogs on the Internet.The number of blogs on the Internet.

Source: Jess3

10 Billion+ Tweets Sent on Twitter Since 2006Since 2006

Photo Credit: Rosaura Ochoa Source: Mashable

2 Billion Videos Are Streamed  Each Day On YouTube

Photo Credit: jonsson Source: Techcrunch

What Is Social Media Marketing?Media Marketing?

“Social Media Marketing: Enables Others to Advocate f Y B i Th h C lli C t t”for Your Business Through Compelling Content”

Image credit: Ian Sane

“S i l M di i Lik C kt il P t“Social Media is Like a Cocktail Party:Listen Then Respond”Listen Then Respond

Photo Credit: The Dana Files

“Links are the Currency ofLinks are the Currency of the Social Web”the Social Web

“Social Media Monitoring Collects Online Mentions for Measurement and Response”Mentions for Measurement and Response

Image Credit: Suchitra Prints

Free Social Media Monitoring ToolsFree Social Media Monitoring ToolsImage Credit: Hamed Saber

Paid Social Media Monitoring Tools g

Photo Credit aresauburn™

“Facebook is a social network that connectspeople personally and professionally throughprofessionally through connections, messages, 

photos & videos ”photos, & videos.

Photo Credit: Marvin Kuo

Facebook Official Pages Let Businesses Interact with Customers and ProspectsInteract with Customers and Prospects 

“Twitter is like a Text Message with aTwitter is like a Text Message with a  BCC: To The World”

Photo Credit: ydhsu

Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.

Free Twitter Tools

Photo Credit: M i x y

Social Media Can Drive Leads and Customers

Photo Credit: PhotoDu.de

You Can Use Social Media forL d d S lLeads and Sales

Source: State of Inbound Marketing Report ‐ http://bit.ly/aewfHr

Social Media Can be Used for B2B and B2CB2B and B2C

Source: State of Inbound Marketing Report ‐ http://bit.ly/aewfHr

“Social Media + Lead Generation O t iti ROI”Opportunities = ROI”

Photo Credit: xJasonRogersx

Q i ?Questions?

Email Marketing 101

WHY AND HOW IT WORKS

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WHY AND HOW IT WORKS

P R E S E N T E D B Y :D E W A Y N E D O D D

D E W A Y N E @ B P A A . C O M

Why Invest in Relationships?

Because When Nurtured They Multiply

Impact of TechnologyImpact of Technology

Email marketing changed the economics, making relationship

Retention Methods Cost per Thousand

Click-through Rate

Conversion Rate

Cost per Sale

marketing viable for small businesses

Thousand Rate Rate Sale

Email to in-house list $5 15% 3.7% $1

Direct mail to in-house list $761 N/A 3.9% $20

Why does Email Work?

Because people open email from businesses they know and trustand trust…

And Simply Delete Everything Else

Getting Started

It’s a 3-Step Process…….3 p

S B ildi Y LiStep 1: Building Your List

Step 2: Convert Leads to CustomersStep 2: Convert Leads to Customers

Step 3: Keep Customers Coming Backp p g

Step 1: Building Your List

Build Your List Where You Connect!

Service or Sales Calls

Networking Events and Meetings Trade Shows In Center Signup Website Signup

57% of consumers will fill out a card to receive email alerts when asked by a clerk a your center.

Bowler TRAC DatabaseSource: Transact Media Group

Gathering Your Contact’s Interests

• Add your own logo and message to subscribers.

• Use data collected to send your customers only what they want.

• Learn about your customers’ interests

• Collect names to personalize emails

• Determine your own interest categories and other data requiredrequired.

Step 2: Convert Leads to Customers

It Can Take Time…..

O it t k t h f l t On average, it takes 7 touches for a sale to occur

• Some buy right away

• Others research and try

• Some show interest but are not ready

Make every contact count!

Keep Customers Coming Back

The Value of a Customer

Y ’ l d id f h• You’ve already paid for themIt’s 6-7 times more expensive to gain a customerthan to retain one.

• They spend moreRepeat customers spend 67 percent more

• They are your referral engineThey are your referral engineAfter 10 purchases, a customer has alreadyreferred up to 7 people

Email Marketing Tips

STRATEGY AND TECHNIQUES

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STRATEGY AND TECHNIQUES

PERMISSION AND LIST BUILDING

Permission – What is it?

Types of Permission

E li it O t i f b it t f tExplicit: Opt in from your website or storefront

• “Join our mailing list”

• Single vs. Double Opt-Ing p

Implicit: Requests for information / registration forms, existing customer relationship

Note: Always make sure to ask for permission when collecting information

Be a Trusted Sender

Remind recipients why they are receiving an email from you at the Remind recipients why they are receiving an email from you at the beginning of each message

You are receiving Email Marketing Hints and Tips as a Constant Contact customer or because you subscribed on our website. To no longer receive our emails, click to unsubscribe

Include unsubscribe or one-click opt out line

g ,

Immediately handle unsubscibes (CAN-SPAM Act)

This email was sent to partnermarketing@constantcontact.com, by webservices@bpaa.comTo unsubscribe click here. | Privacy Policy

Immediately handle unsubscibes (CAN SPAM Act)

Monitor your email frequencyMonitor your email frequency

Spam – What is it?

Spam or Unsolicited Commercial EmailSpam or Unsolicited Commercial Email(no relationship / no permission)

• List purchase CD ROMs• List purchase, CD-ROMs

• Directory Crawling

• Email appending

Don’t do it!Don’t do it!While it may seem tempting, it will have a negative impact on your business

What is a SPAM Complaint?

A l i t h h li t li k

• Alternate way to unsubscribe

A spam complaint happens when someone on your list clicks a button identifying your mail as unwanted

• Alternate way to unsubscribe

• No longer interested in your content

• Don’t recognize your name / brand

• Don’t remember subscribing

• By accident (while junking all the real spam)

Case Study: Girls Learn to Ride

List Size: 10,000Open Rate: 36%Location: National, based out of California

• Runs snowboarding, skateboarding, and other “extreme sports” clinics for young women across the countrycountry• Sends a monthly e-newsletter and announcements about upcoming events and specials

How Do They Grow Their List?

• “Join my email list” sign up box on Jo y g p bo owebsite

• Website Contests – give away b d ti k t t t t t t snowboards, tickets to concerts, etc to get

people to join

Bulk Email Services – Why Use One?

Make it Easyy

• Manage your database (subscriptions, bounces, unsubscribes)• Templates make creation of professional looking campaigns• Maximize delivery

Are Affordable

Maximize delivery

• Some start as low as $20 / month

Teach Best Practices

/• Fractions of pennies per email

l b b ld h h b b• Email best practices are build right into the service (unsubscribe, management, from address verification, and physical address appending)• Online education seminarsOnline education seminars

Bulk Email Service vs. Outlook

Standard Email ProgramsStandard Email Programs(e.g. Outlook, Hotmail)

• Limited # of emails sent at one time

• No formatting control

• List break up more susceptible to mail • List break up more susceptible to mail filters

• No cohesive branding

• No tracking and reporting of email results

Bulk Email Service vs. Outlook

Bulk Email marketing services Bulk Email marketing services automate best practices(e.g. Constant Contact, e-Bowl Biz)

• Provide easy to use templatesy p

• Reinforced brand identity

• Email addressed to recipient only• Email addressed to recipient only

• Manage Lists – adding new subscribers, handling bounce backs, removing unsubscribes

• Ensure mail delivery, tracks results and obeys the lawobeys the law

Email Marketing Tips

STRATEGY AND TECHNIQUES

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STRATEGY AND TECHNIQUES

FORMAT AND FREQUENCY

Determining Appropriate Format

NewslettersNewsletters

• Frequency: monthly / quarterly• Lots of educational content (typically non-promotional

Promotions

• Frequency: bi-weekly / monthly

Announcements

• Focus on promotion / limited content• 2,4,6 product promotions, coupons

Announcements

• Frequency: event-driven• Promotional or educational with targeted message

I it ti d t i l t• Invitations, new products, special events

Getting Email Opened

The “From” line

• Use a name the recipient will recognizeUse a name the recipient will recognize

• Include your center name or brand

Th l th b tt• The clearer the better

• The shorter the better

• Be Consistent60% of consumers say the “from” line most often determines whether they open an email or delete it

Source: DoubleClick

Getting Email Opened

Th “S bj t” liThe “Subject” line

• Keep it short and simple

• You have 3 seconds or less

• 30 – 40 characters including spaces (5-8 words)

• Incorporate a specific benefit

• Include your brand

• Capitalize and punctuate carefully

60% of consumers say the “from” line most often determines whether they open an email or delete it

Source: DoubleClick

The Don’t Dos

The words: free, guarantee, spam, credit card, etc.g p

ALL CAPITAL LETTERS

Excessive punctuation !!!, ???p

Excessive use of “click here”

No “From:” address

Misleading subject lines

Email Marketing Tips

CREATING COMPELLING CONTENT

g p

CREATING COMPELLING CONTENT

Getting Email Read

The Email “Body”

• Provide relevant valuable information

• Be clear and consise

• Use appropriate graphics

• Use white space effectivelyp y

• Include “Call to Action: links

• Create sense of urgency• Create sense of urgency

• Capitalize and punctuate carefully

• Proofread

Evaluating Your Results

Why does email bounce?

• Email addresses are no longer validdd o o g d

• Servers are down

M ilb f ll• Mailboxes are full

• Email is blocked

Clean bad addresses out of your list!

Evaluating Your Results

What influences the open rate?

F / S bj li• From / Subject line

• Delivery day / time

• List overusage, age, or quality

Watch your trends over timeWatch your trends over time

Evaluating Your Results

Why did people click through?

• Call to Action• Call to Action

• Copy

• Offer

What were they interested in?What were they interested in?

Evaluating Your Results

High unsubscribe / opt-out rate

• Overcommunication

• Poor targeting

Constantly Refine Your Strategy

• Date sent & time of day

• From & Subject Lines

• Email Format

• Content quantity & qualityContent quantity & quality

• Calls to action

R i i f db k• Recipient feedback

Fine tune your communication strategy over time!y gy

Questions?

D O W N L O A D T H I S P R E S E N T A T I O N A T

Q

D O W N L O A D T H I S P R E S E N T A T I O N A T

W W W . B O W L E X P O . C O M / H A N D O U T S . A S P X