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76% of Businesses Use Email for Event Marketing [New Data]

Posted by Melissa Miller

HubSpot and Constant Contact recently partnered to release Fascinating Event Marketing Stats, an insightful, data-filled ebook on how businesses conduct marketing for their live events. The research is based on the survey results of more than 900 respondents from a mix of businesses (B2B, B2C, and nonprofit). One of the key findings was around which tactics marketers rely on most...and what they rely on least.

Participants were asked to share, “Which of the following methods or locations do you currently use to market or promote your events?”

The results revealed that:

On average, businesses use 5.5 different methods to promote their events.
'Email marketing' was most frequently cited; 76% use email.
'Word of mouth' and 'website' were the 2nd and 3rd most frequently cited.
47% still mail postal invitations.
46% still call individuals by telephone.
40% of respondents used social media sites.
Only 11% use blogging for event marketing.
Less than 10% use TV and radio ads.
Less than 7% use magazine ads.

Marketing Takeaway:

These results show an interesting mix of usage of both inbound and outbound tactics. Although over 50% of marketers indicated they use their website, a surprising percentage of marketers continue to use labor intensive tactics, like postal mail and phone calls. These methods are not only outbound clutter and interruptions, but they are also more expensive. HubSpot’s "2011 State of Inbound Marketing Report" revealed that inbound tactics are not only more effective than outbound tactics; they are also 62% less expensive. The report also showed trends that indicate marketers are gradually shifting their budgets from outbound methods to inbound.

What methods have you found are most effective for marketing your events? Are you incorporating more inbound tactics into your event marketing strategies?

Download our newest ebook for even more fascinating event marketing stats!


Read more: http://blog.hubspot.com/blog/tabid/6307/bid/23895/76-of-Businesses-Use-Email-for-Event-Marketing-New-Data.aspx#ixzz1WizM1sdw

How to Leverage Social Media to Grow Your Email List

by Pamela Vaughan

Social networks provide a fantastic platform for sharing content and engaging with customers and prospects. But from a marketing perspective, a fan or follower is not quite as valuable as an email subscriber. Only with an email opt-in do you have clear permission to send the kind of highly targeted, relevant messages that help turn prospects into customers.

In fact, 75% of social media users said that email is the best way for brands to communicate with them, according to a MarketingSherpa survey. So one of your first goals for social media and email integration should be to convert social media fans and followers into email subscribers. Here are some suggestions for achieving that goal, divided up by social network.
How to Convert Facebook Fans

Start by adding an email opt-in form on your Facebook Page. Surprisingly, only 10% of brands currently do this, according to a Silverpop study. This means you can get a leg up on your competitors by making it easy for Facebook fans to become email subscribers. And the tactic can be incredibly powerful. For example, banking accessory company Wilton followed up its audience surveys with a campaign to convert Facebook fans who hadn’t yet opted in to the company’s email newsletter. The marketing team created a Facebook wall post that encouraged fans to join the email list, and as a result, the company saw a 225% increase in newsletter subscriptions.

Adding an email opt-in widget to your Facebook page is relatively simple. In fact, your email service provider (ESP) may provide the technology for you: Aweber, Bronto, MailChimp, and StrongMail are just a few of the ESPs currently offering an email opt-in form for customers’ Facebook pages. Consider offering a small incentive, such as a coupon or free content download, to convince Facebook fans to sign up.

Footwear retailer Crocs added an email opt-in form to its Facebook page and offered fans a 20% off “welcome” coupon for signing up. Now, nearly 12% of their new weekly email subscribers come from Facebook. You can also re-post articles, offers, and other content from your email newsletters and promos to your Facebook Page as examples of what subscribers receive when they opt in to your company’s email.
How to Convert Twitter Followers

There are several ways to mix email opt-in offers with your regular tweets. The most direct way is to tweet occasional requests for Twitter followers to join your email list (including a shortened URL that links directly to your email sign-up page). When tweeting an email opt-in offer, briefly describe the benefits of joining the email list, such as gaining access to exclusive offers, valuable content, industry news, etc.

Other list-building tweet techniques include:

Teasers of email newsletter content.
Mentions of current email-only promotions, with a reminder that followers must sign up to gain access.
Links to registration-required content, such as whitepapers, ebooks, or on-demand webinars.

Also, make sure your email opt-in box is on every page of your website or blog. That way, any content you tweet features a way for visitors to join your email list after clicking on a link shared via Twitter.
How to Convert LinkedIn Connections

Groups are a great way to expand your reach on LinkedIn and connect with people interested in a specific topic. 81% of LinkedIn users are members of at least one group, according to a survey by Lab42. You can create your own LinkedIn Group to promote discussions about your company or industry, or you can join existing Groups. Once you do, look for ways to share content that encourages Group members to sign up for company email. Good content for Group sharing might include educational content that requires registration or articles from recent email newsletters.

In what other ways can you leverage your social media following to grow your email list?

This article is a modified excerpt from one of our newest ebooks, "The Definitive Guide to Integrating Social Media and Email." Download your free copy here.

Image Credit: balanced.crafts

integrating-email-and-social-ebook

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/23625/How-to-Leverage-Social-Media-to-Grow-Your-Email-List.aspx#ixzz1WSiqK6LM

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So what does that tell you?

Become the expert. It can't be any simpler to say than that. Brand yourself the expert in the niche or subniche that you want to focus on and over time people will start to read what you write very closely. They will also buy your products before they buy from someone who is NOT an expert.

There are many "fake it til you make it", so called experts running around on the internet today. Don't become one of them. It takes time and patience to get to that status, but it can be stripped from you at the speed of light. Once you're branded a phony, people will stop seeking your advice and eventually they will stop buying from you.

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