Online Marketing0104.nccdn.net/1_5/043/33d/229/Online-Marketing.pdfFull o’Nuts brand. She obtained...

Online Marketing

Angie Hancockexperience: harlem

experience more. www.experienceharlem.com

Objectives

• Key elements on a website• How to create an effective email marketing campaign• How to create an effective web marketing campaign


Agenda

• Introductions– Name– Company– Do you currently have a website?– Do you currently do email marketing?– What question would you like to have answered during today’s

workshop?• How to create email marketing campaigns• How to develop web marketing materials• What’s important on your website• How to create a web marketing campaign• Questions• Wrap-up


About Experience: Harlem

Experience: Harlem is a marketing solutions company launched 2006 to connect businesses with consumers who live, work and play in upper Manhattan. Our products include:– the annual Essential Harlem Guide,– www.experienceharlem.com and – custom events and experiences– e x p e r i e n c e s – a monthly newsletter

offering sneak peeks and inside looks into the best Harlem has to offer.

We are the inside connection for shopping, dining, arts & culture in Harlem.


About me☺

• Angie Hancock – President & Founder, Angie brings over 15 years of dynamic business experience in both marketing and accounting. Before starting Experience: Harlem, Angie was a senior marketing manager with leading women’s apparel retailer, Ann Taylor. She spent nearly ten years with Fortune 500 consumer products company, The Sara Lee Corporation, which moved her to New York to work on the successful re-launch of the Chock Full o’Nuts brand. She obtained her MBA in marketing from the Kellogg Graduate School of Management is a CPA and was recently awarded The Network Journal’s 2008 40 Under Forty Achiever. Currently Angie is the B2B Marketing Manager for MY M&M’S.


TEST

LEARN

OPTIMIZE


Social Media

Search Engines

Your Website

Blogs

Online Marketing Mix

Email


Website

• What is your objective?– Informational– eCommerce

• Key content areas– Who are you– Where to find you– How to contact you– Events– Promotions– Email sign up– Menu (restaurants)– Search– Press

• Best practices– Clear and consistent navigation– Consistent branding with offline

Your Website


HarlemVintage.com


Tips for selecting a web designer/developer

• Difference between developer and designer• View sites they have created previously

– Do you like their previous work• Obtain multiple bids – at least three• Understand timeline• Understand when payments are due


Resources

• Domain registration – GoDaddy• Small business solutions

– Yahoo– Intuit

• Merchant solutions– Google checkout– Paypal


How to measure results

• Recommended key performance indicators:– Monthly unique visits– Total visits– Time spent on site– Page views– Source of visits– Email signups– Revenue/Transactions

• Tools– Google analytics


Email Marketing

• What is your objective?– To inform

• The Winery


Email Marketing


• The Winery– To promote an event

• Bikram Yoga East Harlem


Email Marketing


• The Winery– To promote an event

• Bikram Yoga East Harlem– To promote an in-store or online

special• N

• Who is your target?• What type of information are they

interested in?• How often would they like to hear

from you?


Email Marketing Services

Not tested-Not tested+Deliverability

Based on #contacts

0-500: Free501-1,000: $151,000-2,500: $302,501-5,000: $50

Based on #contacts

250: $10.95500: $15.401,000: $20.902,500: $31.905,000: $51.70

Based on #emails sent/month

1,000: $302,500: $45

Based on #contacts

0-5,000: $ 05,000- 10,000: $25

Pricing


Email Marketing Services

Surveys

Forms

Events

Templates

Reporting


Email marketing services

• All offer hundreds of templates

• Other survey resources:– Zoomerang– Survey Monkey

• Other forms resources:– Wufoo


Email Marketing Tips

1. Only send emails to persons who have requested to receive them. – Point of sale sign up– Events– Website– Emails



2. Only include content relevant to the type of content the person has requested. – Segment your email list e.g. top customers, type of customer



3. Be consistent with your sending frequency. Pick a schedule, whether it is weekly, biweekly, or monthly as long as you are able to keep to that schedule.

4. In most cases, it is best to send BtoB emails Tuesday through Thursday. We’ve found that the best times of the day to send are just after the start of the day around 9:30am or just after lunch around 1:30pm. It is best to avoid sending business to business emails after 4pm or on weekends.

5. In most cases, it is best to send business to consumer emails either between 5pm and 8pm Tuesday through Thursday or between Friday evening and Sunday afternoon.



6. To improve deliverability add a message at the top of your emails that says something like: “To ensure receipt of our emails, please add [email protected] to your Address Book.”

7. Make the From Name for your messages either your company name or the name of a person at your company. Once you choose a From Name, keep it consistent. During the split second decision subscribers make whether to open your email, the most important factor in their decision is whether the From Name is familiar to them.

8. Be sure to include both a plain text and an HTML version of yournewsletter.



9. Don’t use all caps or multiple exclamation marks within your subject line or body. Doing this will trigger spam filters.

10. Build your list at every opportunity you have. If you have a retail location, add a point-of-sale sign up form. At conferences or events, ask everyone you speak with if you may add them to your list after you exchange business cards. Finally, add your newsletter signup form to every page on your web site.

11. Consistent branding

12. Cross link and share content on both facebook and twitter



• Per email• Over time• Key performance indicators to consider:

– Open rate– Click through rate– Forward rate– Unsubscribe rate– Redemption/inquiry rate


Creating an effective campaign case study –Bikram Yoga East Harlem


BYEH - Home page


Email blasts – BYEH list


Email blasts – experience: harlem list


Email blasts - Hue-Man Bookstore list


Blogs – Harlem Condo Life


Press Release

Another resource –BlackPR.com


Facebook

Note – there are two ways to share information on facebook: 1) via wall post 2) via email 3) via notes*


Facebook – other pages



• Driven by objective• Measures may include:

– Site visits– Interactivity – likes/comments/re-tweets– Transactions


Marketing your business uptown online resources

• Harlem Websites– experience: harlem– Harlem One Stop– Harlem World– Uptown– Other sites

• Time Out NY• The New Yorker• Village Voice• Urban Daddy

• Blogs– Harlem Bespoke– Harlem Condo Life– Uptown Flavor

• Social Media– WEpeat (Twitter)– Harlem, NY (Facebook)

• Merchant Associations/Chambers– Harlem Business Alliance– Greater Harlem Chamber of

Commerce– Harlem Park to Park– Power of One


Other words of advice

• Get help– Hire a webmaster– Empower your employees


TEST

LEARN

OPTIMIZE


Wrap up

• Need help?Angie [email protected] 933 0964facebook: experience: harlemtwitter: angiehancock

Online Marketing0104.nccdn.net/1_5/043/33d/229/Online-Marketing.pdfFull o’Nuts brand. She obtained...

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