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Grow your Business with Email and Social Media
- 1. Grow Your Business
with Email & Social Media
simple marketing strategy
for small business & nonprofits
Co-Sponsored by Rhode Island Small Business Development Center,
www.RISBDC.com
“The RISBDC is funded in part through a Cooperative Agreement with the U.S. Small Business
Administration”
© 2013
- 4. 38%
Source: Litmus, “Email Client
Market Share,” April 2012
INTRODUCTION
6
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 5. MARKETING HAS CHANGED
traditional marketing
new marketing
find
find
convert
convert
keep
keep
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
INTRODUCTION
7
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 7. the new word-of-mouth is
ENGAGEMENT
INTRODUCTION
9
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 8. you have an advantage
you can be your authentic self
INTRODUCTION
10
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 9. is it
ENOUGH
to just look good?
INTRODUCTION
11
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 10. at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
12
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 11. Start here.
EXERCISE
write down the framework for marketing
1 set marketing GOALS and OBJECTIVES
2 run CAMPAIGNS on the CHANNELS that matter
3 get measurable RESULTS
INTRODUCTION
13
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 12. an agenda and framework for marketing that works
1 set marketing GOALS and OBJECTIVES
2
3
14
run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS
© 2013
- 14. get more specific with
OBJECTIVES
drive
donations
this month
INTRODUCTION
16
GOALS +
OBJECTIVES
deliver
content to
tradeshow
leads
CAMPAIGNS
CHANNELS
fill seats
on a
Sunday
night
RESULTS
TOOLS
SUMMARY
© 2013
- 15. try to think about just
ONE AT A TIME
what action would people take?
can you measure it?
fill seats
on a
Sunday
night
INTRODUCTION
17
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 16. capture your ideas
EXERCISE
» 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
22
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 17. an agenda and framework for marketing that works
1 set marketing GOALS and OBJECTIVES
2
3
23
run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS
© 2013
- 20. 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
INTRODUCTION
26
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 21. HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
INTRODUCTION
27
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
38%
RESULTS
TOOLS
SUMMARY
© 2013
- 22. WHAT DO I WRITE ABOUT
INTRODUCTION
28
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 23. WHAT DO I WRITE ABOUT
• repurpose + reuse
INTRODUCTION
29
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 27. GOT PICS?
some channels thrive on visuals
INTRODUCTION
33
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 28. 38%
GOT PICS?
100% more engagement
post + picture = 120% more engagement
post + photo album = 180% more engagement
post + video =
Source: Facebook, “Best Practices for your
Page and media strategy” (March 2012)
INTRODUCTION
34
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 29. WHICH CHANNELS MATTER?
• depends on your audience
and what you want them to do
INTRODUCTION
35
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 31. EMAIL
you have to use both
+ SOCIAL
amplify
your email
drive traffic back to
your list, email, etc.
INTRODUCTION
37
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 32. capture your ideas
EXERCISE
» 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
38
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 34. Home Star Cuisine, LLC
• COVER PHOTO: Add
your website to your
cover photo and your
key services
• Are you categorized
properly?
– Local Business or Place
– Company, Organization, or
Institution
– Brand or Product.
40
© 2013
- 39. Post Ideas
• Recipes are great!
• Additional post
ideas: entertaining,
cooking
instruction,
nutritional, time
saving, at home
prep, cooking
gadgets,
testimonial, quotes,
etc.
• Use your blog.
45
© 2013
- 42. Apps for Facebook landing pages
Types of Apps
• Events
• Join My Email List
• PDF Downloads
• Contests
• Coupons
• Contact forms
• Image
• Blog
• YouTube
• Instagram
• Pinterest
• Twitter
• HTML
48
Companies
• Constant Contact - Social
Campaign
• ShortStack
• Thunderpenny
• Woobox
• Staitigram
• Heyo
• Wildfire
• Networked Blogs
© 2013
- 43. 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
49
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 44. 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”
INTRODUCTION
50
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 47. LOOK LIKE YOU
brand consistency
DigitalColor Meter
installed on Macs
colorcop.net
INTRODUCTION
53
GOALS +
OBJECTIVES
search “Pixeur”
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 49. SUBJECT OR HEADLINE
winning the battle of priorities
SECONDS
INTRODUCTION
57
GOALS +
OBJECTIVES
WORDS
CAMPAIGNS
CHANNELS
TODAY
RESULTS
TOOLS
SUMMARY
© 2013
- 50. SUBJECT OR HEADLINE
winning the battle of priorities
$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
58
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 51. capture your ideas
EXERCISE
» use the 2-2-2 principle
• write a good subject line or headline for
each of your campaigns
INTRODUCTION
60
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 52. 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?
INTRODUCTION
61
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 53. FIND YOUR BEST DAY
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
INTRODUCTION
62
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 54. FIND YOUR BEST TIME
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
INTRODUCTION
63
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 55. WHEN TO SEND
& POST
best day
INTRODUCTION
64
GOALS +
OBJECTIVES
CAMPAIGNS
best time
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 56. PRACTICAL
ADVICE
• 67% don’t see images by • key action must be above
default
scroll line
• text links get more clicks • do not give too many
than buttons
choices
• place your logo left or
• make all images clickable
center in email
(and with text labels)
• include company name in
test it on yourself!
text
(and on your mobile device)
INTRODUCTION
65
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 58. capture your ideas
EXERCISE
» when will you send?
• write down three days and times you want
to test for your emails
INTRODUCTION
67
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 59. an agenda and framework for marketing that works
1 set marketing GOALS and OBJECTIVES
2
3
68
run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS
© 2013
- 60. at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
69
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 61. RESULTS ARE MEASUREMENTS OF ACTIONS
click or
download
INTRODUCTION
70
come to
the store
or office
GOALS +
OBJECTIVES
CAMPAIGNS
schedule
a session
CHANNELS
donate
RESULTS
TOOLS
call
SUMMARY
© 2013
- 62. 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
71
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 64. TOOLS TO EXPAND YOUR REACH
• Simple Share tool
INTRODUCTION
73
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 65. TOOLS TO EXPAND YOUR REACH
• social media buttons
INTRODUCTION
74
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 66. TOOLS TO BUILD YOUR LIST
– OFFLINE
• at register
• with the check at end of
the meal
• on registration forms
INTRODUCTION
75
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 67. TOOLS TO BUILD YOUR LIST
– ONLINE
• Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION
76
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 68. TOOLS TO BUILD YOUR LIST
– APPS
Scan to Join™
from Constant Contact
Text to Join™
from Constant Contact
INTRODUCTION
78
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 69. THIS IS EASY. REALLY.
low cost tools save you time & energy
monitor
+
schedule
INTRODUCTION
79
GOALS +
OBJECTIVES
CAMPAIGNS
CHANNELS
RESULTS
TOOLS
SUMMARY
© 2013
- 71. Q&A
(AND PLEASE TAKE A MOMENT TO FILL
OUT YOUR EVAL & TRIAL FORM!)
Next Steps…
Getting Started with Email Marketing
Bonus Session Get Hands-on with
your Email Marketing Account
Wednesday, December 11th 4-5:30PM
Register at www.LizBESocial.com/events or
http://bit.ly/GETHANDSONEMM
83
© 2013
