Welcome to the Inbound Lunch Bunch

July 2016

July:Using Images to

Attract Customers

Introductions

Maneesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges

• Housekeeping:• We’re brown baggin’ it – informal, loose,

interactive• Tons of resources available:• All of last year’s Inbound Lunch Sessions available on

demand: http://site.highroadsolution.com/inbound-lunch-bunch-page• Toolkits: http://pages.highroadsolution.com/toolkit-list

• If I suddenly drop off the call, hang tight, I will dial back in!

Inbound Refresher.

Basics of Inbound Marketing

Smart MarTech Stack

Inbound Best Practices for Email Marketing:• Send emails from real people (rather than a generic

email box)• Personalize where you can• First Name• Recent Download (aka Conversion)• Company Name• Persona (aka Smart Content)

• Actionable Language to be clear and compelling

Inbound Email Constructs:• Make each component of your email a Call-to-Action• CTA to signature• Modify preview text• Hyperlink copy in email• Alt-text of images• Images linked to offer pages

Using Imagery

• Imagery evokes emotion

• Emotions drive basic motivations that energize behavior• Emotions are effective in influencing purchase behavior

Question: What is visually more effective?• Text with Hyperlink

• Graphical Button

• CTA as an Image (aka Banner Ad)

Challenges with Association:• Mastery of concept on Websites but not via IMC

Inbound Properties:• Landing Pages• Website• Blogs• Email• Social

Don’t Dismiss the Power of a “Banner Ad”

Show & Tell.

How to Attract Customers Using Images?• CTA is not a button• Image / Banner Ad• Slide-out Image• What kind of content?

• Pull quotes, pictures of members, statistics…

• Powered by specific display rules based on:• Who you are• Where you are coming from• Where you have been in the past

PERSONALIZATION!

Power of Personalization:

Recap.

• Treat images like banner ads to promote your programs• Use images as part of your Integrated Marketing

Campaigns (IMC)• Use on multiple channels:• Email• Landing Pages• Blogs• Social

• Be smart – leverage personalization where you can

“To think creatively, we must be able to look afresh at what we normally take

for granted.”George Kneller