Simple Flow Chart for an Email Marketing Joint Venture Campaign

What are the sequence of steps involved in a joint venture email campaign? That’s the question I was answering when I sketched this flow chart for a client to illustrate an email joint venture that we are developing and which will be launched within a few days.

In short, three email messages will be sent to the subscribers of Joint Venture Partner (A) over the course of 2 weeks. The emails will offer a free video and a series of three downloads in exchange for their names and emails.

Some percentage of interested subscribers from the email database of Joint Venture Partner (A) will be directed to the landing page of my client (Joint Venture Partner B) to view a video that will further inspire and encourage the visitors to subscribe to the offer.

Although the primary intent of the video message is to increase the percentage of subscribers via this video Landing Page, a secondary purpose is to develop a relationship with the visitors that positions the subject of the video as a thought leader in his niche industry.

Once the subscribers have entered their names and emails (and optional phone number), they will be directed to a “Success” page which features a one-question poll to gather additional info from the subscribers, which will be used for the marketing of follow-up products/services.

These new subscribers will instantly receive the first PDF download, via email, and will receive PDF downloads #2 and #3 over the following 10 days, also via email, which will familiarize the subscribers to the ongoing email newsletter which will continue on into the future offering valuable information, as well as offers for products and services, all specifically relevant to the same niche subject.

Joint Venture Partner (A) will also share in the profits generated by this campaign that I have developed for this client.

Once this campaign has run its course, a new one will be initiated with a different joint venture partner. Furthermore, additional subscriber generating strategies will be developed, tested and refined, as part of an ongoing process of increasing leads and sales.

UPDATE: The campaign was a success. My client received lots more newsletter subscribers, some of whom will make purchases in the future, as well as ample purchases made now, which paid the Joint Venture Partner well. However, there are some key variables which will generate different results for different partnerships. How big is Database (A)? How good is the content being offered? How good is the paid offer? And of course, how closely does the demographics of database (A) match the primary target of Partner (B)?

UPDATE: Here’s another email flow chart:

Simple Email Lead Generation Flow Chart

Difference Between Advertising, Promotion, Publicity, Public Relations and Marketing

Here is a clever marketing citation that has been circulated around for many years that delineates the differences between advertising, promotion, publicity, public relations and marketing.

  • If the circus is coming to town and you paint a sign saying, “Circus is coming to Fairgrounds Sunday,” that’s Advertising.
  • If you put the sign on the back of an elephant and walk him through town, that’s a Promotion.
  • If the elephant walks through the Mayor’s flower bed, that’s Publicity.
  • If you can get the Mayor to laugh about it, that’s Public Relations.
  • And, if you planned the whole thing, that’s Marketing!

In brief, “Marketing” represents the big picture.

Ten Lead Generation Models

Pay-for-Performance Video Advertising

Generating an ongoing flow of sales leads is the most fundamental component of marketing for every business that requires new sales to sustain itself and/or for established businesses that want to expand.

Lead generation includes any, or a combination of, the following:

Broadcast Advertising: Infomercials are a prime example here. Not only is an obvious product being sold, but that sale results in a valuable lead for additional and similar products. Such products may be sold by the same company and/or the lead may be sold to other companies that sell similar products. (Radio advertising would be another aspect of broadcast media).

Online Lead Generation: This is a very rapidly growing and evolving arena as new methods for online lead generation are tested and other ones are refined to produce greater results. Online lead generation includes pay-per-click models; search engine optimization activities; video marketing; downloading free (or paid) information in exchange for lead info; responding to surveys; registering for online services; webinars; in short, any way that you can observe or imagine how to inspire an individual to enter their name and email (or more info) online could be a component of lead generation. Some businesses may want to look into pay-for-performance lead generation opportunities, as well.

Direct Mail: Lead generation through direct mail still works today, as evidenced by the amount of junk mail you and I continue to receive each week, in spite of the rising mailing production costs. Becoming effective at direct mail lead generation can make or break a lead-generating marketer, since the costs demand critical attention to testing, comparison and refinement. In my opinion, this is a fantastic proving ground for the development of any marketer worth his/her mettle.

Event or Trade Show Marketing: This is a traditional form of formal and informal lead generation. The formal aspect of this is represented by all the ways that exhibitors desire to engage attendees at these expos. The informal aspect of trade shows is represented by the nature of many professionals who attend such conferences for the purpose of establishing new business leads through personal networking.

Seminars or Training: You name it, and there are entities who provide seminars and training sessions for popular subjects, such as health, finance, insurance, software, marketing, etc. The seminars may be low cost or free and/or may be an important revenue stream in and of themselves. But for many such activities they primarily exist to generate leads. In recent years there has been a trend towards greater use of telecommunications, which includes teleseminars, and webinars, especially as an important aspect of online lead generation. However, in this paragraph, I’m primarily referring to its more established offline activity which is still a workable lead generation channel for some markets.

Publicity and Public Relations: Getting people to call your business through mentions in the press is a very effective way to not only generate new leads, but it’s also a way to bolster each and every other method, too, since independent media lends greater credibility to your business. For some businesses, online press release services have become a primary driver of new leads.

Whitepapers or Product Literature: Requesting free information from a company is a classic lead generation strategy that has been prominent forever and is one of the earliest methods on this list that was translated over to the online world. Because it is so commonly utilized, it is most effective with significantly unique and valuable research and/or some very creatively presented information to make it stand out in your industry.

Email Marketing: Lead generation using email is still effective, even if somewhat less so than the past. When done well, it can be among the lower cost channels to identify and convert leads into sales. Of course spam is universally vilified, and we are not talking about that. We’re talking about email marketing, as a subset of internet marketing, whereby prospects are offered something valuable in exchange for their email address so that you can follow-up with them with more emails, about their interest and also advise them about your products and services.

Telemarketing: In the United States, telemarketing was restricted way back in 2003 with the opening of the National Do Not Call Registry, which gives consumers the opportunity to limit the telemarketing calls they receive. Regardless, the list only applies to residential phone lines and not business lines. As well, telemarketing can be conducted to residential lines for political organizations, charities, surveys, and for existing business relationships.

Social Media: Lead generation through social media channels is noted separately here, even though it is an online activity. Social media merits a special mention because social media channels, such as YouTube, Facebook, LinkedIn, etc., command such a large amount of Internet traffic. They have become a force independent of search engines and offer their own paid advertising opportunities. An important point to note is that for most businesses nowadays paid social media advertising is much more predictable at lead generating than just maintaining a social media presence and posting content.

Conclusion

Whether you are generating leads online or offline, the necessity for testing, monitoring, comparing and refining are the factors that will determine the best results from any lead-generation campaign or model.

Lead Generation and Sales Conversion Statistics

Lead generation, as part of the marketing and sales process, boils down to connecting buyers with sellers. The overall process can be very short, such as when a consumer lands on a web page and determines that they will make a purchase right then and there. (For example, buying a book or a DVD).

However, for businesses that have more expensive and/or complex products, as well as businesses that provide service offerings requiring person-to-person conversations, there is an inherently longer sales process. Of course the more expensive or more complex the offering, the longer the sales process.

Lead generation is a vital component of establishing the initial flow of potential customers or clients (beginning with an “inquiry”), who would then move through a sales process, ultimately resulting in money being exchanged. Of course, not every inquiry will turn into a sales-ready lead, and only a percentage of the those leads will become qualified prospects, and in turn, only a percentage of those will become customers or a clients.

Lead Generation Statistics

The above chart represents “Ecommerce Conversion Rate by Product Type.” Pay particulate attention to the different color bars in each product type. The purple represents the “median” conversion rate and the green represents the top 25%. Your first goal would be to get your conversion rate up to the median and then optimize for the top 25%.

Suggestions for Improved Conversions

Improving your conversion rates is a never-ending process. Strive to regularly optimize your performance, or your competitors will pass you by.

It may seem obvious, but your ad and landing page should work together towards the same goal. The more directly they are connected the better. If your ad is for a specific product but the landing page takes the visitor to a category page, you’ve lost many potential customers in the first few seconds.

Split Testing: You should always test at least two ads a time. Keep improving your existing ads and endeavor to come up with new ones that will beat out your higher performing ad.

Make your text easy on the visitor: Your features and benefits calls to action should be simple to read and immediately accessible.

Emphasize your Call to Action: This is worth underscoring. Make it very and clear what the visitor should do. Buy Now. Watch the Video. Subscribe Now. It might seem too obvious, but these CTAs are proven to increase conversions.

Testimonials: Highlight that your product or service works. Show reviews and testimonials and quotes from the press.

How to Test Your Business Idea – The Right Way

Or, How a Small Team Built at Business from 0 to Over $100 Million in 3 Years

OK, so you believe you’ve got a good idea for a product or service. But will it sell? And if so, can you sell it at a profit?

Would it be helpful to know the answers before you invest resources into developing and marketing the product or service?

Hi, I’m George Alger, a long-time, seasoned advertising pro. I’m the owner of Skyworks Marketing and also the producer of a local TV series just north of LA, in between Malibu and Santa Barbara, CA (Our Ventura TV). One career highlight was working on a small team that built a business from nothing to over $100 Million in 3 years. Now, granted, we used national TV advertising to make the big numbers happen. But before we went that route, we started out small, testing the basic premise and then testing details before going big time. It’s a step-by-step process. The whole idea is to invest as little resources as possible to determine if it makes sense to go the next step. It’s like taking baby steps before walking and then eventually running. Or in certain cases, finding out that it’s not worth running or starting the business at all.

If you’re a business person who has spent years developing and marketing a business idea to ultimately learn that it’s only marginally profitable, then you would have wished you had applied this process early on to find out your idea shouldn’t have been launched. Or, alternatively, finding out that it would have worked better if the right adjustments were made.

If you’re an entrepreneur who invested all your savings and maxed your credit cards to make a go at a business idea that ended up crashing your finances, then you know, in hindsight, it would have been much better to test your idea in the beginning. It could have altered the trajectory of your life.

The fact is, you can test your idea before you develop it. And I’m not talking about building a “Minimally Viable Product,” although for certain products, that can be relevant. And even when it is pertinent, it’s a later step. Since it still takes resources to launch a product or service that’s “minimally viable,” wouldn’t it be better to find out if it’s worthwhile to even bother?

Again, the idea here is to invest as little resources (time and money) as necessary to inform any future commitments.

And by the way, you will need to spend some money as you’ll understand in a few seconds. The process requires advertising on a small scale to your potential clients to find out quickly if your idea is workable.

So, how do we do this?

In Brief, Here’s the High Level Overview:

  • You run small, inexpensive advertising tests
  • You advertise to real people
  • These people would “potentially” be spending real money

(More on “potentially” in a moment.)

The Purpose of these Steps is to Learn the Following:

  • Will people buy this product or service?
  • What is the right price?
  • How much does it cost to get a customer?
  • What “offer” generates the most sales or leads?

(Offer includes more than price. It includes things like shipping/handling, customer support, guarantee, time payment options, “sale” discounts, availability, options and more and varies with the product or service.)

There are many variables that can be tested, depending upon your specific product or service. And also depending upon how much data you want before you launch.

An important concept here is that this is not a survey for people who may or may not be real buyers. Nor is it a focus group of people who aren’t spending money. This is a process of creating real-world buying scenarios to uncover real, meaningful answers to the above questions.

If you want to find out more, including how the “potentially” works above, enter your email below for the full report and step-by-step process. The report is called How To Test Your Business Idea – The Right Way, or, How a Small Team Built at Business from 0 to Over $100 Million in 3 Years.

There’s nothing to buy.

The report provides the steps on how to get the results outlined above.

Many of you will be able to start implementing this today and in a short while you’ll know the answer to the above questions, including “Will my business idea work?”

Why?

So what’s in it for Skyworks Marketing? Why provide this testing blueprint?

A small percentage of you will want help, or will want someone to walk them through the process. If that small percentage includes you, then you may want to inquire about our paid services, which includes training or simply performing the step-by-step process for you. Having said that, it’s up to you to seek that help, if you desire it. We do
have the resources to help you but that’s not the real intent behind giving away this process for free. “Testing” other people’s ideas as a business service doesn’t take much time so it’s not a good business model.

Here’s the real reason: Some of you who test your idea will find that you have a winner. And some of you who have a winning idea may want to partner with an agency like Skyworks Marketing to take you much further. For an even smaller percentage of these business idea winners, they might be interested in our pay-for-performance partnership opportunity.

Regardless, you’d have to test your idea first and then reach out to us to make that happen. (If you’d like to know more about our services, visit SkyworksMarketing.com).

Get The Free Report Now

So, get the report. Enter your name and email for instant access. If your business idea is not ready for prime time, then you may wish to send us a “Thank You” email to let us know we saved you from the grief and aggravation that would have transpired in the next few years if you tried to make it happen anyway.

If this testing process proves you have a successful business idea, we hope you’ll consider us a potential partner if we fit your needs. But even if we don’t fit into your future, we wish you much success!

Enter your name and email for instant access.

How to Test Your Business Idea – The Right Way

Download HOW TO TEST YOUR BUSINESS IDEA – THE RIGHT WAY. You’ll also receive the monthly Skyworks Digest on P4P marketing and cutting-edge advertising, including data science and artificial intelligence.

A TV Commercial on the Super Bowl for only $10,000?

Although this is an unusual example for getting a commercial viewed during the Super Bowl, it’s a routine example for running a local TV commercial on most other programs that are not the Super Bowl. Here’s how Slippery Rock University, which is just north of Pittsburgh, PA., got their TV commercial viewed during the 2014 Super Bowl for only $10,000 — in the Pittsburgh area.

That last point is the most important for this story and the most relevant for anyone who wants to benefit from local TV advertising. Even though the commercial was run during the Super Bowl, and even though a number of TV viewers presumed it was being run nationally (like most of the Super Bowl commercials), in this case it was actually being broadcast in the Pittsburgh area only. And at the exact same time, there were completely different local TV commercials being shown in other geographical areas all over the nation.  Which is a typical example of how local TV advertising works.  What is unusual is that they got a local spot during the highest-profile TV advertising afternoon of the year.

In this example, the university already had a 2013 TV commercial that wasn’t currently being used. Their ad agency found and offered a last-minute, local TV slot, in the Pittsburgh area and offered it to the University at a reduced cost of $10,000, since it needed to be filled immediately. All the University had to do was agree to pay for this unusual opportunity and the ad agency plugged in their commercial to make it all happen shortly before the Super Bowl was broadcast.

However, it bears repeating for anyone unfamiliar with local TV advertising that any business can have a TV commercial broadcast on major TV programs in their local area. For businesses that cater to their local geographical areas, such as restaurants, local services and retail stores, local TV advertising can be a very cost-effective way to get the word out about their products and services.

Of course the commercials need to be produced, as well. A critical point to this story was that the University already had a previous commercial that could be plugged in at the last minute.

Skyworks Marketing is a digital advertising agency that not only produces commercials and gets them broadcast on cable, network TV and the Internet, but also manages and executes TV campaigns in coordination with online marketing and social media.

Pay for Performance TV Advertising

Skyworks is a digital advertising agency that specializes in generating leads and sales, not only through the Internet, but primarily through video and television. We have three different ways to help expand your business and two of them offer the opportunity for a pay-for-performance partnership. (Try saying that three times fast!)

A) The first option is called SKYWORKS DIRECT and it’s what you might expect of any ad agency or TV production facility: We create and produce videos, TV spots, interviews, documentaries, or anything your business needs. Additionally, we’ll not only produce your TV commercial, but we’ll get it broadcast for you, as well. For this option, it’s a simple fee-for-service arrangement.

B) Our second opportunity is called SKYWORKS P4P TV (which means pay for performance television). This could be more informally described as “Groupon for TV.” In this case – like Groupon – qualified businesses pay nothing. In fact, we pay you and provide you with the names of your new customers, usually before they walk in the door. Of course the big advantage of our SKYWORKS P4P TV service, over Groupon, is that we advertise your products or service on local television, not just online.

And like Groupon, we collect the money. We keep part of what the customer pays and give you the remainder.

C) Our third opportunity is a customized mix of the first two, and it’s called SKYWORKS CUSTOM P4P. We are seeking to partner with businesses that have an excellent product or service and which can benefit from additional online and television marketing, including creating and broadcasting infomercials. More businesses may qualify for this third option, than our second one, and this offers additional features and flexibility. In its simplicity, your business will pay a discounted rate in exchange for sharing a percentage of the profits of new sales that we bring to your business. Visit our Pay-for-Performance section for more information.

Looking forward to working with you.

What is “Groupon for TV”?

MORE IMPORTANTLY, WHAT DOES IT MEAN FOR YOUR BUSINESS?

In brief, it means more customers without paying cash for the advertising.

“Groupon for TV” is an expression that conveys the simplicity of a pay-for-performance advertising model offered by Skyworks Marketing, which is a digital advertising agency located by the ocean in Ventura, CA.

Although there are a number of advantages to pay-for-performance TV, compared to Groupon, here are the primary points of interest for a forward-thinking business seeking to gain more customers:

1) The merchant pays no money.

2) Skyworks advertises the business on local TV (and online).

3) Just like Groupon, Skyworks collects the money, keeps its portion and pays the remainder to the merchant, along with the new customer names.

4) The merchant provides outstanding service so that the customers continue to return and make purchases at regular prices.

The fundamental point is that the merchant pays no money up front, and in most cases, receives money before the customer walks in the door.

The strength of this pay-for-performance advertising model is based upon the merchant offer, not on the creative wizardry of the commercial itself. Although sophisticated TV commercial production services are also available, the TV advertisements for this model are very simple, featuring the main points of the merchant offer accompanied by a picture of the product/service.

In order for the local TV offer to generate enough interest so that it is profitable to run as a TV commercial, without the merchant paying any money, the offer has to be very compelling.

Stated more directly, the TV advertisement needs to offer at least a 50% discount (like Groupon) so that TV viewers will want to make the purchase immediately.

For more details about our pay-for-performance opportunities, visit our P4P section.

Marketing to Generation Y and Generation X

Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers and clients. (Definition of Marketing).

Traditional marketing has broadly relied upon these channels:

• Word-of-mouth
• Fliers, brochures and other printed support materials
• Print ads in newspapers, magazines and trade publications
• Radio and Television commercials
• Billboards
• And much more

However, undercutting all the traditional marketing channels that might potentially carry a message, would be the words of the actual message itself.

• What concepts would inspire a recipient of such a message to seek out more information?

• More specifically, what message would move a person to make a purchase?

By virtue of the myriad experiences that each and every individual already possesses, it could appear to be a complex process to understand the needs and desires of so many unique persons.

As an example, would an individual fresh out of college respond to the same message about purchasing a health book as a middle-aged parent who is seeking to improve their physical fitness?

Heck, do the terms “health” and “physical fitness” even mean the same thing to disparate age groups?

Marketing Messages

Although crafting messages that generate purposeful response can be complex, the art and science of marketing is founded upon a rudimentary concept of seeking to understand similar characteristics of smaller groups, which can then be analyzed to ascertain similar buying behaviors and characteristics. Such segmentation can be by age, gender, geography, interests, and by many other criteria.

Understanding what messages are the most effective at generating interest in any product or service are gained through market research, including surveys and market testing. A common form of market testing is the process of comparing different marketing messages and advertisements, side-by-side, to analyze which generates the best response. Such results are then used to further refine a message to maximize the response of the presentation.

As an example, let’s suppose you happened to be interested in increasing your personal fitness level and you observed two separate advertisements in your local newspaper, which said:

• “Get healthier and feel better now, call 123-456-7890”

• “Increase your personal health and fitness by calling 123-456-0987”

Which might pique your interest the most?

The answer won’t be the same for every person, but one of those messages may be more effective for a majority of individuals at driving responses.

“Health” products and services are potentially appealing to a large swath of individuals in modern societies. Since that’s a pretty broad category of buyers to understand, more useful insights can be gained by looking at similarities associated with a marketing subgroup, characterized by age.

Advertising to different age groups is more sophisticated than simply having young actors in a TV commercial drinking a certain brand’s health drink to promote that product to that group, and/or depicting a mature couple on a beach sipping the same health drink to appeal to older consumers. (Even though effective use of imagery to demonstrate different age groups would be a minimal requisite).

Generational Categories

Marketing as an art and science to generate more potential customers is akin to the way you and I and everyone else in our world relates to each other: we find it easier to understand and trust others that already have similar ideas and views. Understanding the ideas and views of different age groups simply makes it easier to present products and services to subsegments of society in a way that is more likely to be appealing.

Joe Marconi, in his book, Future Marketing, details characteristic pertaining to several age groups, including those briefly summated as follows:

A) Baby Boomers (born between 1946 and 1964): Image-conscious, yet sensitive and nostalgic

B) Generation X (born between 1965 and 1980): Cynical, yet ideological

C) Generation Y (born between 1981 and 2000): Independent, enigmatic

Additional characteristics identified with these age groups have been detailed this way:

A) Baby Boomers are noted as achievement-oriented, confident, career-focused and responsible. They are said to welcome exciting and challenging projects and further desire to make a difference with their lives.

B) Generation X values freedom and responsibility. This generation is typified as being technologically adept and representing a casual resistance to authority and structured work hours, and particularly, a dislike of being micro-managed. Generation Xers are said to work to live rather than live to work.

C) Generation Y represents the youngest age group of talent in the work force. Generation Yers are said to desire attention in the forms of feedback and guidance and wish to be kept in the broader communication loop. More so than any other age group, Generation Y has grown up being plugged-in 24 hours a day, 7 days a week, and is the most technologically savvy of these age groups.

More to the point, how does one use such information to communicate to potential new customers?

Although the best answer to that question would be resolved through surveys and market testing, there is available research that can be readily leveraged for greater promotional effectiveness.

Simplifying The “Ages” for Marketers

Much of the point of this article is simplified by Lisa Johnson in her 2010 book Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers. Johnson categorizes the combined Generation X and Generation Y as the “Connected Generation.” She examines the buying behaviors of 18- to 40-year-olds and depicts these “multitasking, constantly upgrading customers who grew up in the Internet era” to base their decisions upon ten “consumer cravings.”

Johnson identifies such cravings by using terms such as:

1) “Extreme personalization”
2) “Adventure”
3) “Loose connections” by way of social networks
4) “Intuitive design”
5) Helping to “sift through the clutter” by way of interpersonal editors and filters
6) “The rejection of push advertising and the rising influence of peer-to-peer networks”
7) “Connected citizens explore their creative power and influence change”
8) Delivering “a dramatic sense of theater”
9) Finding common ground through “Spiritual hunger and modern media”
10) And finally, by giving back through “volunteerism and the meaning of contribution”

Although a separate series of articles could be devoted to the myriad ways all ten of these “cravings” can be extrapolated to better market health products – or any products and services – what is immediately pertinent is the channel that most engages the “Connected Generation”: the Internet, and especially social media.

In other words, although market surveys and testing would yield more responsive messages to engender more clients, customers and patrons, by simply leveraging social media services such as blogs, YouTube, Facebook and many other related platforms, businesses that are seeking to sell to Generation X and Generation Y would be engaging them via media that is already more intuitive to them in terms of making purchases.

Conclusion

The takeaway for this article is that the marketing messages that have been effective at bringing in new business for your company, may or may not be working as effectively as they used to, simply because a large chunk of the buying public has moved their buying research and decision-making to the Internet and to social media.

Although the potential for increasing new sales for your business could be increased via more specific messaging, facilitated by surveys and market testing, easier marketing gains (more sales) may be achieved by conveying your existing messages more effectively via media that is more engaging to both Generation X and particularly Y: The Internet. And more specifically, by way of channels that facilitate user engagement, such as blogs, Facebook, YouTube, and many other types of Social Media.