a framework for small businesses and...

© Constant Contact 2014

Build Your Marketing ToolkitA framework for small businesses

and organizations.

© 2014

© Constant Contact 2014 1

4

AgendaMarketing has changedGoals and objectives4 Pillars of Marketing Success

Get found (discoverability)Nurture relationships, grow your lists,increase loyaltyUse campaigns that drive actionAnalytics and decision-making

Next steps

Marketing | Goals & objectives | 4 pillars | Next steps

MarketingYou have an advantageYou can be your authentic self

7

marketing

Marketing

At its core, marketing is abouteliciting a physical and measureable

response


8

Marketing

Marketing has changed.

Find

Marketing then. Marketing now.

Convert

Keep


Marketing

Engagement marketing

~10%Newbusiness

~90%Currentcustomers

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Marketing


newbusiness

~90%Word of mouth

~10%New prospects

Newbusiness

14

Marketing


~9%Word of mouth

~1%New prospects

~90%Currentcustomers

15


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Marketing

Engagement marketingis marketing for the other 99%

99%

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Marketing

Engagement is the new word of mouth

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Marketing

Small business marketingisn’t

Color schemesCatchy slogansSuper Bowl ads“Pretty” emails

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Marketing

Small business marketingis

Getting measureable

resultsDelivering onyour promise

Nurturing relationships



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Goals & objectives

Marketing goalsnew customers, donorsReach

repeat business, supportDrive

leads and relationshipsNurturemembers, advocates, volunteersEngage

donations, revenueIncrease

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Goals & objectives

Get more specific with objectives

donations this monthDrive

content to tradeshow leadsDeliver

seats on a SundayFill

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Goals & objectives

Get more specific with objectives

seats on a SundayFill


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Goals & objectives

Is it a good objective?Three questions to ask

Will achieving this objective help my business grow?

1 2

Is this objective attainable?

3

How will I measure it, ormy progress towards it?

Objectives exercise…1 Write down one or two goals and objectives

2 Review them and ask yourself: Will achieving this objective help my business grow? Is this objective attainable? How will I measure it, ormy progress towards it?


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4 Pillars

Getting found & discoverability

Engage & nurture

relationshipsCampaigns that

drive actionAnalytics &

making decisions


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4 Pillars


Engage & nurture



making decisions

Mobile

Search & SEO

Social

Listings

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4 Pillars


Engage & nurture



making decisions


List growth & management

Loyalty

PermissionCAN-SPAM compliance

�THANKYOUBonusOf fer !

Mobile

Search & SEO

Social

Listings



Loyalty



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4 Pillars

Newsletters & Announcements

Feedback & Surveys

Offers & Promotions

Events & Registration


Engage & nurture



making decisions

Mobile

Search & SEO

Social

Listings

Results & reporting

Analytics –“so what?”

Adjustment and iteration

Hypothesis testing


Feedback & Surveys

Offers & Promotions




Loyalty



36

4 Pillars

Getting Found & Discoverability

Engage & Nurture

RelationshipsCampaigns That

Drive ActionAnalytics &

Making Decisions

?

Mobile

Search & SEO

Social

Listings


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4 Pillars


Engage & Nurture



Making Decisions


Feedback & Surveys

Offers & Promotions




Loyalty



Results & reporting



Hypothesis testing?

Mobile

Search & SEO

Social

Listings


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Next steps

This is important

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Next steps

You can do this!


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Next steps

Start where you areAnd where your customers andrelationships are.

SAVE!


Get started today…60-day free trialwww.constantcontact.com

Want to learn more?Local learning near you…www.constantcontact.comSelect Resources » Local Learning » Seminars

Want help in your area?Expert partners near you…marketplace.constantcontact.comSelect “Services” and use search box to find a partner near you.

42

Objectives exercise…1 Write down one or two goals and objectives

2 Review them and ask yourself: Will achieving this objective help my business grow? Is this objective attainable? How will I measure it, ormy progress towards it?

37

4 Pillars


Engage & Nurture



Making Decisions


Feedback & Surveys

Offers & Promotions




Loyalty



Results & reporting



Hypothesis testing?

Mobile

Search & SEO

Social

Listings


Get started today…60-day free trialwww.constantcontact.com

Want to learn more?Local learning near you…www.constantcontact.comSelect Resources » Local Learning » Seminars

Want help in your area?Expert partners near you…marketplace.constantcontact.comSelect “Services” and use search box to find a partner near you.

42

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