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Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
Grow Your Business with Email & Social Media Marketing Strategies 2013
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Grow Your Business with Email & Social Media Marketing Strategies 2013

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Marketing has changed, some of the change is obvious, but I want to talk briefly about one of the subtle changes that affects you, and your ability to grow your business using all of the new online …

Marketing has changed, some of the change is obvious, but I want to talk briefly about one of the subtle changes that affects you, and your ability to grow your business using all of the new online tools...that is a basic
shift in the way you may find and keep customers with today’s business climate. And it’s a fundamental change in the way most small business owners think about their marketing – but it works. We see it working every day using the tools of Email and Social Media Marketing/ Engagement!

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  • 1. © 2013Grow Your Businesswith Email & Social Mediasimple marketing strategyfor small business & nonprofits
  • 2. © 2013Connect, Inform & GrowWill GladhartCEO, Will Gladhart Consulting, LLC & CC Business Solutions Providerwill@willgladhart.comwww.willgladhart.comwww.linkedin.com/in/WillGladhartfacebook.com/WillGladhartConsulting@WillGladhartwww.constantcontact.com/kansascitywww.constantcontactseminars.comUpcoming Seminars
  • 3. © 20133FREE Resourceswww.SocialQuickStarter.com
  • 4. © 20134Facebook LinkedIn InstagramTwitter Pinterest YoutubeINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 5. © 20135INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYUp 80%Source: Litmus, “Email ClientMarket Share,” April 2013
  • 6. © 20136INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYtraditional marketingfindkeepconvertnew marketingfindkeepconvertMARKETING HAS CHANGED“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
  • 7. © 20137ENGAGEMENTthe new word-of-mouth isINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 8. © 2013you can be your authentic self8you have an advantageINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 9. © 20139ENOUGHis itINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYto just look good?
  • 10. © 201310at its core, marketing is abouteliciting a physical and measureableRESPONSEINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYDefine Your Audience akaCore Marketing MessageMessage is SPEFIC toAudience
  • 11. © 20133set marketing GOALS and OBJECTIVES1211an agenda and framework for marketing that works1get measurable RESULTS3 get measurable RESULTSrun CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter
  • 12. © 201312GOALSmarketing•reach new customers•drive repeat business•nurture leads•engage members and advocates•increase donations•brand awarenessINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 13. © 201313OBJECTIVESget more specific withdrivedonationsthis monthdelivercontent totradeshowleadsfill seatson aSundaynightINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 14. © 201314ONE AT A TIMEtry to think about justwhat action would people take?can you measure it?INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYdelivercontent totradeshowleads
  • 15. © 201318EXERCISEcapture your ideas»write down at least one objective•Will achieving this objective help my biz grow?•Is the objective obtainable?•How will I measure my progress towards it?»consider this for each objective you wrotedown…•what does success look like?•be as specific as you canINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 16. © 201319EXERCISECore Marketing Message»Complete a Profile of Your Ideal Client•What are their problems, pains & predicaments?•What would get their attention…•What words prove you knew what clients aregoing through?»Ultimate Outcome you are able to producefor the ideal client…tangible results!INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 17. © 201320EXERCISECore Marketing Message»Detailed List of 10 Unique Benefits you offer»Overview of your Main ServicesWhat you doWhat happensWho We ServeHow We WorkTaste of the business processINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 18. © 20133set marketing GOALS and OBJECTIVES21an agenda and framework for marketing that works1get measurable RESULTS2 run CAMPAIGNS on the CHANNELS that matter
  • 19. © 201322CAMPAIGN?what is aINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYPUSH{content}PULL{response}
  • 20. © 201323CAMPAIGNStypes ofdiscussioninformationsharingevent invites +updatesINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYoffers +promotionsfundraisingbuild yournetwork
  • 21. © 201324WHAT DO I WRITE ABOUT• what you know that they don’t• what you have access to thatthey don’t• “original” isn’t required… justbe interesting and relevantINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 22. © 201325HOW MUCH IS ENOUGHLESSIS MORE.FOCUS.Up 80%INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 23. © 201326WHAT DO I WRITE ABOUTINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 24. © 201327WHAT DO I WRITE ABOUT• repurpose + reuseINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 25. © 201328EXAMPLES OF OFFERSdiscounts downloadssupporta causeeventinviteshints + tipsB2B servicesINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 26. © 201329GOT PICS?Social channels thrive on visualsINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 27. © 2013post + video = 100% more engagementGOT PICS?post + picture = 120% more engagementpost + photo album = 180% more engagement30Source: Facebook, “Best Practices for yourPage and media strategy” (March 2013)Up80%INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 28. © 201331WHICH CHANNELS MATTER?• depends on your audienceand what you want them to doINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 29. © 201332INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYEMAIL + SOCIALyou have to use bothamplifyyour emaildrive traffic back toyour list, email,website, etc.
  • 30. © 201333EXERCISEcapture your ideas» select 1 or 2 campaign types you mightwant 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 decidenow which ones you want to tryINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 31. © 201334NOW. LATER. OR NEVER.three little words that rule your world as:a marketer, business owner or consumer• who is it “from?”• what’s the “subject?”• when do you send your communication?INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 32. © 201335WHO IS IT FROM?winning the battle of prioritieshow will you be most recognizable?CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 33. © 201336LOOK LIKE YOUbrand consistencycolorcop.netsearch “Pixeur”INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYDigitalColor Meterinstalled on Macs
  • 34. © 201337LOOK GREATbrand consistencyINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 35. © 2013SUBJECT OR HEADLINEwinning the battle of prioritiesSECONDS WORDS TODAY38INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 36. © 2013SUBJECT OR HEADLINEwinning the battle of priorities39Try a naughty or nice burrito, $5 off [burrito restaurant chain]Low Cost, High Value is Good News [B2B marketing services provider]Daily Alert “Bunnies are Evil” [online t-shirt printer]Penny for Pet Thoughts, $5 Coupon [survey request, pet goods retailer]An Exclusive Look at Life on the Red Carpet [nonprofit event update]INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 37. © 2013AVOID SPAM SPEAKDon’t get sent to the trash40Avoid these Words: Free, Guarantee, Spam, Credit Card, etcALL CAPITAL LETTERSExcessive Punctuation: !!!, ???, ###, **Excessive Use of “Click Here? OR $$$$ or non-common symbolsNo From Address OR Misleading Subject LinesINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 38. © 201341EXERCISEcapture your ideas» use the 2-2-2 principle• write a good subject line or headline foreach of your campaignsINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 39. © 2013WHEN TO SEND & POSTWHEN 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 actionyou want?42INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 40. © 20131. divide your list into 3groups of people2. select three days in theweek to test3. send your e-mail, watchfor best responseFIND YOUR BEST DAY43INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 41. © 2013FIND YOUR BEST TIME44INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY4. use same 3 groupsof people5. select three times onthe day with the bestresults6. send email at 3different times of day
  • 42. © 201345INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYWHEN TO SEND & POSTbest day best time
  • 43. © 201346• 67% don’t see images bydefault• text links get more clicksthan buttons• place your logo left orcenter in email• include company name intext• call to action must beabove scroll line• do not give too manychoices, 3 topics max• make all images clickable(and with text labels)test it on yourself!(and on your mobile device)PRACTICAL ADVICEINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 44. © 201347INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARYEXERCISEcapture your ideas» when will you send?• write down three days and times you wantto test for your emails
  • 45. © 20133set marketing GOALS and OBJECTIVES48an agenda and framework for marketing that works1get measurable RESULTS2 run CAMPAIGNS on the CHANNELS that matter
  • 46. © 201349at its core, marketing is abouteliciting a physical and measureableRESPONSEINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 47. © 201350RESULTS ARE MEASUREMENTS OF ACTIONSclick ordownloadcome tothe storeor officeschedulea sessiondonate callINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 48. © 201351TOOLS YOU NEEDEmail marketing is hard to beat• lots of physical,measurableresponse• easy to brand withcolors + logos• helps to measureand monetize socialmediaINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 49. © 201352TOOLS TO EXPAND YOUR REACH• Simple Share toolINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 50. © 201353TOOLS TO EXPAND YOUR REACH• social media buttonsINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 51. © 201354TOOLS TO BUILD YOUR LIST – OFFLINE•at register•with the check at end ofthe meal•on registration formsINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 52. © 201355TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 53. © 201356TOOLS TO BUILD YOUR LIST – APPSScan to Join™from Constant ContactText to Join™from Constant ContactINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 54. © 201357THIS IS EASY. REALLY.no cost tools save you time, energy & sanitymonitor+scheduleINTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 55. © 201358BE YOURSELF.INTRODUCTIONGOALS +OBJECTIVESCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  • 56. © 201359Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketingtools and free coaching.Send personalizedemail newsletters andexpand your audiencewith our list-buildingtools.Manage your eventsonline: send invites,create an eventhomepage, andpromote registration.Turn fans into customerswith coupons, downloads,and contest on Facebookand get new likes andemail sign-ups.Reward loyal customerswith shareable local dealsand capture contactinfo every timeyou sell.Get found by millionsonline and manageyour business infoacross the web, allfrom one place.Transform yourcommunications intoconversations withonline surveys andpolls.Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey
  • 57. © 201360Q & APLEASE TAKE A MOMENT TO FILL OUTYOUR SPEAKER ASSESSMENT FORMwill@willgladhart.comfacebook.com/willgladhartconsultingtwitter: @willgladhart

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