grow your business with email and social media (1)
DESCRIPTION
Her's how to make your business stronger using all the tools you currently have! Enjoy.TRANSCRIPT
© 2013
Grow Your Business
with Email & Social Media simple marketing strategy
for small business & nonprofits
© 2013
Dave Yunghans Regional Director, Local Success
Constant Contact
https://www.facebook.com/#!/david.yunghans
@dyunghans
© 2013 4
Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Send personalized
email newsletters and
expand your audience
with our list-building
tools.
Manage your events
online: send invites,
create an event
homepage, and
promote registration.
Turn fans into customers
with coupons, downloads,
and contest on Facebook
and get new likes and
email sign-ups.
Reward loyal customers
with shareable local deals
and capture contact
info every time
you sell.
Get found by millions
online and manage
your business info
across the web, all
from one place.
Transform your
communications into
conversations with
online surveys and
polls.
Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey
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Facebook LinkedIn Instagram Twitter Pinterest Youtube
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
38% Source: Litmus, “Email Client
Market Share,” April 2012
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INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
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ENGAGEMENT the new word-of-mouth is
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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you can be your authentic self
10
you have an advantage
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ENOUGH is it
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?
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at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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EXERCISE Start here.
write down the framework for marketing
set marketing GOALS and OBJECTIVES 1
2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS 3
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES 1
2
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an agenda and framework for marketing that works
1
get measurable RESULTS 3 get measurable RESULTS
run CAMPAIGNS on the CHANNELS that matter 2 run CAMPAIGNS on the CHANNELS that matter
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GOALS marketing
•reach new customers
•drive repeat business
•nurture leads
•engage members and advocates
•increase donations
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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OBJECTIVES get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ONE AT A TIME try to think about just
what action would people take?
can you measure it?
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OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
fill seats
on a
Sunday
night
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EXERCISE capture your ideas
» write down at least one objective •you have space for three
» consider this for each objective you
wrote down… •what does success look like?
•be as specific as you can
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
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set marketing GOALS and OBJECTIVES
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an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
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CAMPAIGN? what is a
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH {content}
PULL {response}
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CAMPAIGNS types of
discussion
information
sharing
event invites +
updates
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +
promotions
fundraising build your
network
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WHAT DO I WRITE ABOUT • what you know that they don’t
• what you have access to that
they don’t
• “original” isn’t required… just
be interesting and relevant
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OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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HOW MUCH IS ENOUGH
LESS IS MORE. FOCUS.
38%
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WHAT DO I WRITE ABOUT
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WHAT DO I WRITE ABOUT • repurpose + reuse
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EXAMPLES OF OFFERS
discounts downloads
support
a cause event
invites
hints + tips B2B services
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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GOT PICS? some channels thrive on visuals
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OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
32
Source: Facebook, “Best Practices for your
Page and media strategy” (March 2012)
38%
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHICH CHANNELS MATTER? • depends on your audience
and what you want them to do
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INTRODUCTION GOALS +
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EMAIL + SOCIAL you have to use both
amplify
your email
drive traffic back to
your list, email, etc.
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EXERCISE capture your ideas
» select 1 or 2 campaign types you might
want to try (you can choose more later)
» what might you write about and/or offer? • what action would people take?
» which channels make sense for each? • you can always change later, but decide
now which ones you want to try
INTRODUCTION
GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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NOW, LATER OR NEVER three little words that rule your world
• who is it “from?”
• what’s the “subject?”
• when do you send your communication?
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHO IS IT FROM? winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM”
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OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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LOOK LIKE YOU brand consistency
colorcop.net search “Pixeur”
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DigitalColor Meter installed on Macs
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LOOK GREAT brand consistency
INTRODUCTION GOALS +
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SUBJECT OR HEADLINE winning the battle of priorities
SECONDS WORDS TODAY
40
INTRODUCTION GOALS +
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SUBJECT OR HEADLINE winning the battle of priorities
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$5 free to be naughty…or nice? [burrito restaurant chain]
Low Cost + High Value = Good News [B2B marketing services provider]
Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]
$5 for your thoughts? [survey request from pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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EXERCISE capture your ideas
» use the 2-2-2 principle
• write a good subject line or headline for
each of your campaigns
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
WHEN TO SEND & POST WHEN TO SEND & POST • for social media
• 3-5 times a week is plenty
• use automated tools to help
• for email • monthly is most common
• when are they likely to take the action
you want?
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INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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1. divide your list into 3
groups of people
2. select three days in the
week to test
3. send your e-mail, watch
for best response
FIND YOUR BEST DAY
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INTRODUCTION GOALS +
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FIND YOUR BEST TIME
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INTRODUCTION GOALS +
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4. use same 3 groups
of people
5. select three times on
the day with the best
results
6. send email at 3
different times of day
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INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POST
best day best time
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• 67% don’t see images by
default
• text links get more clicks
than buttons
• place your logo left or
center in email
• include company name in
text
• key action must be above
scroll line
• do not give too many
choices
• make all images clickable
(and with text labels)
test it on yourself!
(and on your mobile device)
PRACTICAL ADVICE
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EXERCISE capture your ideas
» when will you send?
• write down three days and times you want
to test for your emails
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3
set marketing GOALS and OBJECTIVES
49
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 2013 50
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 51
RESULTS ARE MEASUREMENTS OF ACTIONS
click or
download
come to
the store
or office
schedule
a session
donate call
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS YOU NEED Email marketing is hard to beat
• lots of physical,
measurable
response
• easy to brand with
colors + logos
• helps to measure
and monetize social
media
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO EXPAND YOUR REACH • Simple Share tool
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TOOLS TO EXPAND YOUR REACH • social media buttons
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TOOLS TO BUILD YOUR LIST – OFFLINE
•at register
•with the check at end of
the meal
•on registration forms
INTRODUCTION GOALS +
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TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc)
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TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™ from Constant Contact
Text to Join™ from Constant Contact
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CONSTANT CONTACT TOOLS
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THIS IS EASY. REALLY. low cost tools save you time & energy
monitor
+
schedule
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BE YOURSELF.
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Q & A
toll-free:
855-816-6508
want more help?
CALL A COACH
(AND PLEASE TAKE A MOMENT
TO FILL OUT YOUR FORM!)
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twitter: @julieniehoff