Session from the 2014 I

1. Marketing & Communications
A Hands-on How-to
Gary Pageau
gary@theinfocircle.com

2. What will we cover
• Basic marketing message concepts.
• Simple ways to improve effectiveness without spending a lot of time.
• Using our content to build out your marketing.

3. Marketing basics
• Messaging (social and email) is different from advertising.
• Today’s marketing benefits most from a consistent and continuous
messaging.
• Messaging should not always contain an offer, but can if balanced
properly.
• Advertising is expected to “sell,” social is expected to “engage”

5. HootSuite
• We recommend using HootSuite, available free at
www.hootsuite.com, to manage social activities
• Desktop, smartphone and tablets
• Free for most users
• Manage multiple services from one program
• Schedule posts in advance

6. Setting up HootSuite
Start adding “streams” (tabs)

7. Setting up HootSuite
Adding more streams (tabs)

8. Setting up HootSuite
Adding more streams (tabs)

9. Setting up HootSuite
Setting up multiple accounts

10. Using HootSuite
Select account

11. Using HootSuite
Select account

12. Using HootSuite
Compose message

13. Using HootSuite
Schedule message

14. Using HootSuite
Schedule message

15. Using HootSuite
Monitor activity

16. Daily To-Dos
Update your status. Be sure to make it relevant to your audience.
It’s okay to mention store-related things like classes, new gear, etc.
Review comments on your wall and respond to them.
Review your news feed and comment on posts and updates from
your contacts.
Respond to invitations and messages in your inbox.
Locate new people to invite to your “Like”page by checking out the
friends of current page fans
Facebook
Grab a cup of coffee and
take 10 minutes a day

17. Don’t forget images

18. Post an update. As with Facebook, make your updates applicable to
your audience. The key to Twitter success is brevity and consistency.
Check out your new followers. If they look like appropriate contacts (i.e.,
not spammers), follow them back.
Respond to DMs, i.e., direct messages, and “@”messages. The latter
are tweets aimed directly at you, but posted publicly.
Read your feed and see what people are talking about. Some of your
followers will be chatting about your area of specialty; others won't.
Respond if useful.
Twitter
Daily To-Dos

19. Facebook business page

20. Promote your events

24. Google +

25. Choose an accessible Gmail Account

26. Choose an accessible Gmail Account
http://bit.ly/transferGPageOwnership

27. Customize a page

28. Promote

29. Optimize your listing

30. Makes Google smarter

31. Improved search results

32. More ways to get traffic

33. Google+ loves photos

34. Email Marketing
• Email marketing is not about selling. Email marketing is about
information and connection.
• A useful email will inform the recipient and encourage them to take
some sort of action; visit your website, come to the store, redeem a
coupon, etc.
• Different from social messaging in that there is a subtle call to action.

35. Build your list and review it
• Ask your customers for email addresses
• Ask permission to contact them
• Set the conditions: No more than twice a month, provide useful
information, etc.
• Make it worth their time

36. Get email addresses from online orders

37. Email Marketing
• Use Constant Contact, MailChimp or similar service which offers
subscribe/unsubscribe options.
• Great time to use evergreen photo tips.
• Highlight local photo opportunities.
• Remind customers you are part of your community.

38. Questions
• Next webinar, “Generate Interest with Pinterest” to be Tuesday, July
8, at 2 p.m.
• Downloads and content posted at
• www.lucidiom.com/marketing-tools