Running your business in the cloud: Constant Contact

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'Grow your business with email and social media' presentation by Tamsin Fox-Davies of Constant Contact at the 'Running your business in the cloud' event on 17th July.

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Running your business in the cloud: Constant Contact

  1. 1. © 2013 Grow Your Business with Email & Social Media A simple marketing plan for small businesses & not-for-profits
  2. 2. © 2013 Tamsin Fox-Davies Small Business Marketing Mentor Constant Contact UK tfox-davies@constantcontact.com /smallbizmarketingmentor @tamsinfd
  3. 3. © 2013 3 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. Transform your communications into conversations with online surveys and polls. Email Marketing EventSpot Social Campaigns Online Survey
  4. 4. © 2013 4 Facebook LinkedIn InstagramTwitter Pinterest Youtube INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  5. 5. © 2013 5 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY 60% Source: Litmus, “Email Client Market Share,” April 2012
  6. 6. © 2013 6 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)
  7. 7. © 2013 7 ENGAGEMENT the new word-of-mouth is INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  8. 8. © 2013 you can be your authentic self 8 you have an advantage INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  9. 9. © 2013 9 at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  10. 10. © 2013 3 set marketing OBJECTIVES and GOALS1 2 10 an agenda and framework for marketing that works 1 get measurable RESULTS3 get measurable RESULTS run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter
  11. 11. © 2013 11 OBJECTIVES marketing •reach new customers •drive repeat business •nurture leads •engage members and advocates •increase donations INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  12. 12. © 2013 12 GOALS 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
  13. 13. © 2013 13 ONE AT A TIME try to think about just what action would people take? can you measure it? INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY fill seats on a Sunday night
  14. 14. © 2013 3 set marketing GOALS and OBJECTIVES 14 an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
  15. 15. © 2013 15 CAMPAIGN? what is a INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY PUSH {content} PULL {response}
  16. 16. © 2013 16 CAMPAIGNS types of discussion information sharing event invites + updates INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY offers + promotions build your network fundraising
  17. 17. © 2013 17 WHICH CHANNELS MATTER? • depends on your audience and what you want them to do INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  18. 18. © 2013 18 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY EMAIL + SOCIALyou have to use both amplify your email drive traffic back to your list, email, etc.
  19. 19. © 2013 19 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
  20. 20. © 2013 SUBJECT OR HEADLINE winning the battle of priorities SECONDS WORDS TODAY 20 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  21. 21. © 2013 SUBJECT OR HEADLINE winning the battle of priorities 21 £5 free to be naughty…or nice? [Mexican 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 [not-for-profit event update] INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  22. 22. © 2013 WHEN TO SEND & POSTWHEN TO SEND & POST • for social media • 3-5 times a week to start with • use automated tools to help • for email • monthly is most common • when are they likely to take the action you want? 22 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  23. 23. © 2013 3 set marketing GOALS and OBJECTIVES 23 an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
  24. 24. © 2013 24 at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  25. 25. © 2013 25 RESULTS ARE MEASUREMENTS OF ACTIONS click or download come to the shop or office schedule a session call INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY donate
  26. 26. © 2013 26 TOOLS YOU NEED Email marketing is hard to beat • lots of physical, measurable response • easy to brand with colors + logos • helps to measure and monetise social media INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  27. 27. © 2013 27 TOOLS TO EXPAND YOUR REACH • Simple Share tool INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  28. 28. © 2013 28 TOOLS TO EXPAND YOUR REACH • social media buttons INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  29. 29. © 2013 29 TOOLS TO BUILD YOUR LIST – OFFLINE •at the till •with the bill at end of the meal •on registration forms INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  30. 30. © 2013 30 TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc) INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  31. 31. © 2013 31 TOOLS TO BUILD YOUR LIST – APPS Scan to Join™ from Constant Contact INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  32. 32. © 2013 32 THIS IS EASY. REALLY.low cost tools save you time & energy monitor + schedule INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  33. 33. © 2013 33 BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  34. 34. © 2013 34 BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  35. 35. © 2013 35 BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  36. 36. © 2013 36 BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  37. 37. © 2013 38 Q&A UK freephone: 0808 234 9315 want more help? CALL A COACH (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!) tfox-davies@constantcontact.com facebook.com/smallbizmarketingmentor @tamsinfd

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