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If you are interested in boosting sales and traffic on your website (and most important, attract loyal customers), then an efficient Email Marketing campaign is what you need. And when I say “efficient”, I refer to building permission-based email marketing rather than sending unsolicited email that everybody ignores.
You shouldn’t waste time and energy trying to force your emails onto those who do not want to see your message.
Some companies use the same format for email marketing; however, keep in mind that readers can get easily bored when they see the same format and layout every each time.
It is very important to test your message in order to see if it looks the right way on every email platform (check the images, videos, the text or hyperlinks. You can use Google Analytics to track your email click-through and see detailed information (see the steps you need to follow in the video below).
Remember: Email marketing campaigns are meant to build a sustainable relationship between you and the customer! Please read on to learn the specific techniques you can begin using right away to achieve greater response rates for your email marketing campaigns. The sales from one of my new products, which I had launched just a few months earlier, appeared to be flattening out. Like most people, the first thing I did was to fall back on my prior training and experience.
Back in 2001-2002, during one of the most difficult times in the technology sector, I lived through and learned some things about how to grow a business during difficult times-with budgets being slashed, workforces being cut, and "customers-with-money" becoming harder to find. Perhaps the most important thing I learned is that during tough times, you have to stay nimble and be willing to adapt, by finding options to conserve budget dollars while accomplishing objectives in new, even innovative ways. Having spent years observing Internet marketing experts, buying and learning from dozens of their courses, I decided it was time to get back to the basics. For example, three separate campaigns that incorporated the techniques we're going to share with you generated $23.8 million combined in their first 24 hours. These great results from what I'll term "story-based email campaigns" spurred me on to further study. So, I decided to conduct research and testing to further develop my own thoughts, principles and campaigns I could use in marketing my businesses using these powerful techniques.
A few weeks later, I consulted with my friend and former colleague, Jeff Sulma, a 30-year marketing veteran, and award-winning video producer, copywriter and the author of two screenplays.
Jeff was immediately intrigued with my research efforts and decided to get involved, given his interest and experience with narrative structure and writing. Over the next several months, we worked together on developing a concrete set of strategies and tactics that we eventually decided to validate using my businesses initially. I remember one story-based email marketing campaign in particular we ran was designed to gain the involvement of our audience and get them to engage in a conversation with us, and each other, on our blog. The blog interaction experiment was important, because it proved that our approach not only grabbed the audience's attention, but that the combined storytelling and NLP techniques actually had the desired effect of triggering an emotional response and gaining "audience involvement" - an important step in triggering the kind of action that would lead to sales.
The blog interaction also created "social proof", an extremely powerful way to quickly build confidence with an audience - especially in this era where social networking is a critical success factor.
A few weeks later, we ran another campaign-this one designed to drive sales from this same audience. Then one day, while sitting on the porch at my lake house during a fishing trip, Jeff and I realized that the program we developed, or "system" as we are now calling it, was actually reaching a portion of the market that had previously been tuning out our prior emails and traditional marketing for many months. We had invented a repeatable process that was of benefit not only to us, but to other email and direct response marketers as well, which energized us to find a way to effectively share these techniques with others.
In today's noisy, repetitive, broadcast marketing environment, people become fatigued by the constant bombardment of ads and sales-related messages. As shown below, one-half to two-thirds of the marketplace could be in this "tuned out" state at any given time.
The Precision Marketing System and its unique story-based approach avoids triggering people's resistance to and self-defense mechanisms associated with more traditional email marketing, advertising and selling.
In fact, it's designed to leverage people's natural interests and gain their attention and involvement.
We clearly aren't the only ones who have figured out how powerful storytelling can be when properly applied. Repackaging your product's claims, benefits and key features into compelling, true stories is one of the keys to breaking through the clutter and noise and gaining your audience's attention - getting them to actually listen to what you have to say for a change. Once you gain your audience's attention and your message gets through using effective storytelling, we then explain and show you how to apply certain NLP techniques to stimulate interest and build desire for your product. This bonding process helps people overcome the number one reason they typically haven't been buying from you - lack of trust and disbelief. By taking a different approach, we first get prospects to, in effect, "buy you" - along with your authenticity, honesty and trustworthiness as someone they'll consider doing business with - then they'll buy your product (if they want it or need it and can justify the cost). Properly executed, this combination of techniques result in your audience wanting to buy your product - rather than feeling like they're "being sold". We call it the The Precision Marketing System, because stories are used to target groups of customers who share common interests in a particular story. Inside The Precision Marketing System you will discover exactly how to create powerful story-based campaigns that enable your prospects to better comprehend, understand and internalize your messaging, and then stimulate them to act now, instead of delaying or deferring their decisions. By taking this fresh approach, you will be able to access that part of the marketplace that was previously tuning you out-increasing your email opens, click through rates, opt-ins and conversions-resulting in increased market penetration and significantly improved sales. What I liked best about The Precision Marketing System is that unlike most books, there's a set of materials and tools that help you to put what you've learned into practice. Because you and your partners have developed relationships with this universe of prospects, your message will get heard-and acted upon-particularly when you use precision marketing approach.
In addition to email marketing, these techniques can also be incorporated directly into certain ads, websites, direct mail and other promotional activities. Results from The Precision Marketing System are based, in large part, on the size and reach of your list assets, website traffic and other direct response resources. As shown below, your company has access to numerous lists of customers, prospects and subscribers. You also own numerous content assets, such as case studies, testimonials, knowledge of all kinds and various tools at your disposal. Using precision marketing techniques, you'll will learn how to tap into and realize the maximum value from all of these assets and make effective use of them in your existing marketing programs. Of course, there's no way for us to know exactly what kind of results you will achieve, as every business and market is somewhat different. Based on results we have observed, adding The Precision Marketing System to your next campaign should increase your results significantly. STEP 1 - In this first step, your existing staff watches the precision marketing training video to learn about how and why precision marketing works in detail, and the powerful techniques and methodology for applying it.
STEP 2 - Using the step-by-step instructions and playbook, you inventory your list and content assets, evaluating which lists you'll target, and then develop the precision marketing source content that will be used throughout advertising and promotion campaigns. STEP 3 - Using the precision marketing source content you developed in step 2, initiate email campaigns to your customer and prospect subscriber lists. You can also create direct mail campaigns using precision marketing content, as well as working it into your advertising programs (pay-per-click, banner ads, print ads, radio ads, TV ads, etc.), landing pages, blogs and even videos. Precision Marketing moves beyond basic email marketing concepts, like capturing lead information via opt-in forms on landing pages and running email auto-responder follow-up sequences.
We took everything we learned about these advanced email marketing techniques and packaged them up into a self-study course, along with implementation tools that you can now use to increase email opens, click-through rates, opt-ins and conversions in your business. We wanted ensure that after learning the concepts, strategies and techniques, you would be able to quickly put them into practice and get real results. As a result, inside the product you will find these creative techniques and tools for maximizing your marketing budget's effectiveness utilizing innovative methods that you can add to your existing marketing mix right away. What is effectively cross-selling, up-selling, repeat-selling and acquiring new business from just another five percent (5%) of your market worth? Take control of your email marketing response rates and drive the results that are needed and expected from your email marketing campaigns.
The Precision Marketing System product is a complete system with all the tools you need for breaking through the market noise, generating increased interest and desire in your products and then motivating more prospects to buy your products.
You also have the option to download everything and use it locally, including disconnected and offline access, right on your PC. The product comes with everything you'll need to grab the attention of those who've been tuning your advertising and messaging out, and increase sales by boosting existing account penetration (cross-selling, up-selling, upgrades, and repeat business), as well as new customer acquisition acceleration. For a detailed at the product contents, watch a brief demonstration video of the product and its content here.
We are confident of the benefits The Precision Marketing System has to offer, and firmly stand behind our belief that it will enable you to increase the results of your next campaign.


However, if for any reason, for up to 4 weeks after purchasing, you decide that it's not working for you, all you have to do is contact us, explaining how you've implemented the techniques, and where they're falling short. We will then consult with you, at no additional charge, to develop a campaign plan that you will run within the following 4-week period, and which addresses the issues you've encountered.
If after executing the new campaign, you still aren't satisfied, we'll cheerfully refund your money.
We want to emphasize that we're absolutely committed to your success and we hope you see this guarantee as proof of that commitment. Not long ago, I was talking with a client about all the different channels they can use to get their business in front of prospects and customers.
In the 1970s, there were five primary ways to build awareness for your brand – TV, radio, print, outdoor, and direct mail.
The Internet permeates each aspect of people’s lives: from shopping for essentials to finding a new job to interacting with family and friends.
Display also bolsters all your other marketing efforts and ensures that your brand stays present in your customer’s mind. Display ads are similar to paid search ads in the sense that you can buy them on a cost-per-click basis.
Another great thing about online display is that, unlike paid search, you have the ability to add graphics to your ads. So, with all that in mind, you’re probably asking, “How do I get started?” We’ve created this guide so that you can launch your own display advertising campaign. To help you launch, manage and measure the results of your very own display campaign, we’ve broken the display advertising process into five easy-to-follow steps.
To come up with your own campaign goals, ask yourself, “What do I want the audience to do after seeing my ad?” For example, let’s say you’re the manufacturer of Bass ‘n’ Treble, a brand of headphones. Next, you’ll select key performance indicators (KPIs), which are data points that will help you measure whether you’re meeting goals and determine whether the campaign is a success.
The headphone manufacturer can also use the information about their target audience’s behavior to create ads that will appeal to them and place them where they’re most likely to be seen. Now that you’ve finalized campaign goals and target audiences, it’s time to buy media or ad space on different websites.
Ad Networks: Advertisers can also purchase inventory through ad networks, which serve as intermediaries between them and publishers.
Demand-Side Platform (DSP): This is an online environment that makes it easy for advertisers to purchase highly targeted display inventory across multiple websites, through one single interface.
Advertising Agencies: If you’re a business with more than, say, $2 million in revenue, and advertising is an important part of your marketing mix, then you might consider working with an ad agency.
If you know that your target audience visits a certain website frequently, you might purchase inventory directly from the publisher. When buying your ads, you’ll pay for them on a cost-per-click (CPC) or cost-per-thousand (CPM) basis. Image: Currently the most popular form of banner ads, these are ads than contain a graphic along with some text. Rich Media Ads: Ads with an interactive element, such as a carousel of products, a quiz, or a game.
The most successful creative is one that captures audience interest with graphical elements and compelling copy, and is branded so that the audience remembers the advertiser.
One of the advantages of display advertising is that you can track campaign performance and optimize it in real time.
Targeting: Launching the campaign may reveal that certain sub-sets of your target audience are more responsive to your campaign than others. Inventory: If your ads are underperforming on certain websites, you can always remove their inventory from your targeting. Creative: You may find that your ad creative isn’t compelling enough for users to interact with it or click on it. Now that you are more familiar with how to drive traffic to your landing pages, the next step is to optimize them for conversions.
Jamie Turner is an internationally recognized author, speaker and founder of the 60 Second Marketer.
Step 3: Build your offerWill your offer be an ebook, webinar, podcast, checklist, or something else?
This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book.
PDF copies of this book were generated using Prince, a great tool for making PDFs out of HTML and CSS. For more information on the source of this book, or why it is available for free, please see the project's home page.
DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.
At this point in your search, you have completed Step 1, Identifying Your Target, by focusing on a specific industry, function, and geography.
Now ita€™s time to complete your marketing campaign, which will create additional job search tools that will get the attention of your target companies and identify yourself as the best candidate availablea€”that is, the person who can produce for them in a meaningful way.
The marketing component of your job search should be compelling, innovative, and of the highest quality. Ita€™s important to note that Step 2, Create a Compelling Marketing Campaign, is the second step because it is introductory in nature. Your marketing campaign must have high-quality standards because it forms the very first impression an employer will have of you. Your cover letter is the closest thing you will have to a conversation with your future employer, so it must make a strong case for why they should hire you. A huge percentage of recruiters use online profiles to search for potential candidates, so ita€™s imperative that your online profile be 100 percent complete and very professional. Lastly, your pitch clearly and succinctly highlights your strengths and value propositionThe unique value that a person brings to a potential company, so it must be well worded, in a tone that is professional and suitable to your goals, and it must be practiced so that you can deliver it at a momenta€™s notice. The better the quality of the preceding items, the better your chances of being interviewed and subsequently hired. High-quality marketing is especially important in down economies, when recruiters literally look for reasons to discard someonea€™s candidacy.
You may probably want to boost your sales or increase awareness, or you could set your objectives regarding your relationship with customers. Track and gather results and immediately make the changes needed (especially if you have more than one campaign going on).
NLP techniques have become increasingly popular for use by telesales and sales teams in recent years, and with good reason - it works!
Then place the content on your website pages, and add to your next newsletter and email auto-responders. By incorporating powerful storytelling into your advertising and marketing, you'll gain a distinct advantage over your competitors. During the conversation it occurred to me how much the marketing landscape has changed over the past decade.
Today, there are more than 30, which include paid search, social media, mobile apps, online display and a few dozen more. With that in mind, we thought we’d take a dive into one of the more important channels – online display – and show you how to set up, launch and manage a campaign of your own. Simply put, online display advertising includes any promotional banner (of any size and shape) put on a web page. With display advertising you get the chance to place your brand and message in front of prospects and customers as they engage in these day-to-day activities.
Furthermore, you can also retarget people who have visited your website in the past, making display advertising even more effective. Or you can buy them on a cost-per-thousand basis where you pay a flat fee for every 1,000 people who are served the ad.
By incorporating photography, illustrations, logos and other elements, you increase the branding value of the ads. Read through this guide to familiarize yourself with the steps involved and keep it handy for when you launch your own campaign. So, the first step you’ll take toward launching a display campaign is deciding what exactly you want to achieve through the campaign. If you want customers to remember your brand as they browse products at their favorite electronics store, you’re looking to raise brand awareness. Typical KPIs for display ad campaigns include the number of impressions served, the click-through-rates (CTRs) on ads, the ad cost-per-click (CPC), and conversion rates.


For example, if the campaign goal is to build awareness, the primary KPI will be the number of impressions served.
Well, if you’re like most marketers, odds are you’ve already created customer profiles or buyer personas.
Bass ‘n’ Treble knows, through creating customer profiles based on primary research and past customers, that their typical buyers are males, between the ages of 18-35, who enjoy electronic music, and also like to spend time on outdoor activities such as hiking and camping. They also have the option to retarget those who have visited their website but not taken a desired action, such as filling out a form or making a purchase.
Ad networks act as a single point of contact between an advertiser and multiple publishers, thus making it easy for advertisers to run their ads across multiple websites.
Similar to Google AdWords, DSPs allow the advertiser to set up ads, target specific audiences, report on results, and bid on inventory in real time.
It might cost a little more, but the quality of work is superior to what you’d get if you did the work yourself. On the other hand, if your focus is on retargeting or on reaching the target audience regardless of the website they’re on, you should go with ad networks, DSPs, or an advertising agency.
During the campaign, you’ll want to track your KPIs several times a day – once a day at a minimum. For instance, you may find that audiences located on the East coast are more likely to click on your ads. In this case, you’ll want to try different versions to see which one resonates most with the target audience. Landing pages should be compelling enough for the visitor to want to take an action on the website.
At the end of your first display campaign you’ll have a clearer idea about your target audience and their behavior and preferences, and your KPIs will tell you if you’re on track to meet your goals. Learn more about optimizing your landing pages with our ebook, Building Better Landing Pages. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.
However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. A prospective employera€™s impression of you should be crystal clear in terms of the quality associated with your name, your abilities, and your overall candidacy, even before they meet you. Your future employers will use this to measure how you can potentially help them, so ita€™s critical to quantify the results of your projects and efforts. It should be a formal statement of your strong candidacy and should leave the recruiter with the impression that they absolutely must invest their time in meeting you.
Where possible, you can mix your styles and campaign methods to gain the maximum of engagement from your customers.
Without fully understanding the "secrets" storytelling + NLP that makes these stories work so well, your competitors won't know what's happened to them! But before you write them off as simple banner ads, remember that today advertisers can choose from a range of formats including video, rich media, and interactive ads.
This extra “oomph” is what makes online display such a good option for many of the businesses that use them. Common goals for display campaigns include raising brand awareness, increasing website traffic, and lead generation. On the other hand, if you want them to click on the ad and purchase headphones from your e-commerce website, your goal is to drive sales. While advertising on the Internet gives you the ability to reach a large and diverse set of people, clearly defining target audiences is important because your ads will not resonate with everyone equally. These are descriptions of your typical customers based on demographic, psychographic and behavioral attributes. Bass ‘n’ Treble can now use this information to set up a national campaign to reach people who fit this exact description.
This inventory usually costs more, but advertisers are guaranteed that their ad will be displayed on the website.
The big difference is that DSPs are predominantly for display advertising (banners, skyscrapers, and other graphical ads), and that bidding is done on a CPM basis instead of the CPC model typically used for text ads. In the end, agency experts know a lot of little tips and techniques that you won’t know about, so the extra fees will probably pay for themselves in higher performance. Sometimes making even the smallest of changes, such as adding a pop-up form or changing font color, can improve the performance of your landing pages. You can then use this insight to create other campaigns in the future, and improve your return with every iteration.
He’s also the CEO of + 60 Second Communications, a firm that helps clients improve the effectiveness of their marketing campaigns. You may also download a PDF copy of this book (41 MB) or just this chapter (8 MB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline).
At first sight of the Apple logoa€”an apple with a bite out of ita€”you think of a sleek, innovative, quality product.
Your marketing campaign will set the stage for these quality interactions, especially step 4 (networking and interviewing) and step 6 (negotiating and closing the offer). The better the quality of your marketing, the better will be your interactions with future employers.
You can also automate your campaigns when possible – this will clear up some time for your creativity in gaining more and more readers. The bottom line is that that the online display of today is very different from what it was just a few short years ago.
Some people just aren’t looking to buy your product or service, and displaying your ads to these people is a waste of your marketing dollars.
You can use these descriptions to determine who you’ll target through the display campaign. You know that consumers are enjoying Apple iPads and iPods whether they are in New York or New Zealand, in the United States or in the United Kingdoma€”the marketing is that ingenious. Just like creating a strong and successful brand, creating a marketing campaign will enable you to present yourself to potential employers in the best possible way. Whether your writing skills are exceptional or abysmal, all elements of your marketing campaign need to be double- and tripled-checked by someone who is knowledgeable about this process: an advisor at your learning institutiona€™s career services, a trusted and competent peer or friend, or a professional career coach. Some are even addressed to the wrong company: cover letters addressed to Goldman Sachs end up in the hands of a Citigroup recruiter, and many addressed to The Wall Street Journal are sent to The Washington Post. This chapter will give you the tools necessary to construct all elements, but they must be checked and checked again to ensure quality.
Marketing documents have a way of blinding proofreading abilities because candidates tend to look at them so often they lose their ability to identify errors. Try to personalize and bring a customer focus in each message, and pay attention to the way the title looks – it needs to be catchy and clear!
This pathway is how people are going to become leads from your website and other promotional assets.
Pay attention to the details, spell check, and check again by reading each sentence out loud.
If you’re thinking, “I don’t want to burden my website visitors with a form to fill out” reevaluate your goals.
These emails bring the leads through the buying process all the way down to a marketing qualified lead, thusly providing you with a great marketing ROI to report.Step 6: Kick off your campaign with a promotional emailNow that you have your campaign assets in place, it is time to let the world know what you have to offer! Setup SMART goals for every campaign, so that when you’re finished you have tangible results to impress your colleagues (or boss) with. Remember: if your offer applies to more than one of your personas, tailor the language of each of your emails so that it speaks to specific pain points of each persona.
At the bottom of the blog post include your call to action to capture the reader as a lead. It can be used to connect with your customers, provide information to leads, and of course, promote new inbound marketing campaigns. When promoting your offer, choose the social media channels where your personas are engaging the most. Once you’ve analyzed your campaign and figured out what it takes to make your next even better, you can report this back to your team and other colleagues.Do you follow similar steps when creating your campaigns?



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