2011 marketing summit: building relationships that drive business success copyright © 2010 constant...
TRANSCRIPT
2011 Marketing Summit:Building relationships that drive business success
Copyright © 2010 Constant Contact, Inc.
2Copyright © 2010 Constant Contact, Inc.
Q. Where will the majority of next month’s business come from?
Q. What is your best source for new business?
Why Engage?
A. Existing customers
Engagement Marketing is about making “it” happen…
3Copyright © 2010 Constant Contact, Inc.
Coaching Kids Soccer & Driving Business Success
The game becomes more competitive, more interesting, and there are more ways to win…
However, how you win the game does not change…
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Engagement Marketing: 3 steps to making “it” happen
Copyright © 2010 Constant Contact, Inc.
Customers
Prospects
Friends
Followers
Friends
Followers
Step 1:Great customer
experience
Step 2:Connections that enable
ongoing dialog
Step 3:Content that engages
and spreads
You
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Great Customer Experience
Copyright © 2010 Constant Contact, Inc.
“The purpose of business is to create and keep a customer.”
Peter F. Drucker
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Great Customer Experience: Understanding Feedback
Copyright © 2010 Constant Contact, Inc.
■ There are lots of ways to understand & measure experience
■ Direct Feedback
■ What you / others witness
■ What customers tell you
■ How they behave (return visit)
■ Indirect Feedback
■ What they tell others privately
■ What they tell others publically
Ask
Monitor
Observe
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Great Customer Experience: Getting Direct feedback
Copyright © 2010 Constant Contact, Inc.
■ What you / others witness
■ Observe & listen
■ Blind shopping
■ Evaluate all customer touch points
■ In person
■ On phone
■ Online
■ What customers tell you about their experience
■ Good: Satisfaction surveys
■ Better: Ask for feedback within 24 hours
■ Best: At time of interaction
■ How they behave
■ What percentage of your first time customers return within a specific amount of time?
■ How often they return (frequency)
5 Questions every business should ask its customers:
1) How did you find us?
2) What brought you to us today / most recently?
3) How did we do in meeting / exceeding your expectations
4) What more could we do?
5) How likely are you to refer others to our business?
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Great Customer Experience: Understanding Indirect feedback
Copyright © 2010 Constant Contact, Inc.
■ What is said privately
■ “Mary Smith told me your shop was great”
■ Gossip / being in the know
■ Private is rapidly becoming “public”
■ Yourself -> Facebook (500MM users)
■ Your thoughts -> Twitter ( 100MM users)
■ Your location -> Foursquare (3MM users)
■ Your reputation -> Yelp, Directories, Reviews
■ Your network -> LinkedIn
■ Your videos -> Youtube
■ Becoming aware of new streams is important
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Great Customer Experience: Understanding Indirect feedback
Copyright © 2010 Constant Contact, Inc.
■ What they tell others publically
■ Ratings & Reviews
■ Review sites: require periodic monitoring (Yelp, Where, Directories)
■ Communities: require active monitoring (Facebook, Twitter, Industry)
■ What to expect
■ Keeping track of it all can be challenging
■ The good, the bad, & the ugly will happen
■ Encourage Participation
■ At experience
■ In your ongoing communications
■ Responding to Negative Comments
■ If you can identify - engage in private
■ Let your passionate customers respond (active communities)
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Great Customer Experience: Monitoring Indirect Feedback
Copyright © 2010 Constant Contact, Inc.
Get regular real-time feedback delivered toyou when you want it.
Nutshellmail.com (It’s Free)
Makes understanding the chaos of social media marketing simple
Customer & Prospect Database
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Incoming or Outgoing Calls
Eventsand Meetings
Email Signature
Place of BusinessGuest Book
Guests5
Online Presence
Engaging Customers: Building Connections
■ Engaging starts with the ability to connect… a contact list
■ Collect everywhere you connect
■ Quality over Quantity
■ Do I know you?
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Engaging Customers: Make a good first impression
Copyright © 2010 Constant Contact, Inc.
■ Initial impressions last forever
■ Welcome new connections to your community
■ Connections: solidify the connection
■ Friends / Followers: return the favor
■ First communications = the blind date
■ Welcome them
■ Share some insight
■ Make them glad they’re connected
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Engaging Customers: Look Professional
Copyright © 2010 Constant Contact, Inc.
■ Professional templates
■ Branding consistency
■ Content / image mix
■ Appropriate mix
■ Location matters
■ White space
■ Double check your content & links
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Engaging Customers: Send Valuable Content
Copyright © 2010 Constant Contact, Inc.
■ Be brief, be bright, be gone
■ Let your personality shine through
■ Share your expertise
■ Conversation starters
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Re-Sharing Enabled & Encouraged: Making Content Sharable
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■ Content that starts a discussion
■Distribute it broadly. ..
■Newsletter
■ Blog
■ Enable sharing at each distribution point
■ Provide a specific destination for the discussion
Engaging Content
ConversationDestination
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Turn Your Broadcasts into a Destination
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Monitor the Impact
The Swinery is a butcher shop in Seattle
They sent an email newsletter to 3,765 subscribers
Received 816 opens (22%)
But it was Viewed an additional 485 times & Liked by 181 readers
Represents a 60% increase in reach
Case Study: The Swinery
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How to Start Engaging!
Copyright © 2010 Constant Contact, Inc.
1. Understand and maximize your customer experience
2. Build direct connections with your customers / clients
3. Share valuable content nuggets and encourage their sharing
4. Monitor what’s being said (make sense out of the chaos)
Ellen Brezniak Senior Vice President Constant Contact
Thank you!
Q&A