attract and connect with your audience using mobile and email marketing

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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

76%

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

Yup!

Perfect.

Exactly

yes.

Spot on.

Confirmed.

That’s it.

Same.

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

St.

212.345.1122

Where?

You mean Goodfella’s

LES?

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

https://www.deluxe.com/