More Related Content Similar to Grow Your Business with Email & Social Media Marketing Strategies 2013 (20) More from Will Gladhart Consulting, LLC (8) Grow Your Business with Email & Social Media Marketing Strategies 20131. © 2013
Grow Your Business
with Email & Social Media
simple marketing strategy
for small business & nonprofits
2. © 2013
Connect, Inform & Grow
Will Gladhart
CEO, Will Gladhart Consulting, LLC & CC Business Solutions Provider
will@willgladhart.com
www.willgladhart.com
www.linkedin.com/in/WillGladhart
facebook.com/WillGladhartConsulting
@WillGladhart
www.constantcontact.com/kansascity
www.constantcontactseminars.com
Upcoming Seminars
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Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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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you can be your authentic self
8
you have an advantage
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
Define Your Audience aka
Core Marketing Message
Message is SPEFIC to
Audience
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3
set marketing GOALS and OBJECTIVES1
2
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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
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GOALS
marketing
•reach new customers
•drive repeat business
•nurture leads
•engage members and advocates
•increase donations
•brand awareness
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?
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver
content to
tradeshow
leads
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EXERCISE
capture 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 wrote
down…
•what does success look like?
•be as specific as you can
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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EXERCISE
Core 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 are
going through?
»Ultimate Outcome you are able to produce
for the ideal client…tangible results!
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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EXERCISE
Core Marketing Message
»Detailed List of 10 Unique Benefits you offer
»Overview of your Main Services
What you do
What happens
Who We Serve
How We Work
Taste of the business process
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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3
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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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
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
Up 80%
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHAT DO I WRITE ABOUT
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHAT DO I WRITE ABOUT
• repurpose + reuse
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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EXAMPLES OF OFFERS
discounts downloads
support
a cause
event
invites
hints + tipsB2B services
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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GOT PICS?Social channels thrive on visuals
INTRODUCTION
GOALS +
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
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Source: Facebook, “Best Practices for your
Page and media strategy” (March 2013)
Up
80%
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
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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 as:
a marketer, business owner or consumer
• 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”
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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LOOK LIKE YOU
brand consistency
colorcop.net
search “Pixeur”
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
DigitalColor Meter
installed on Macs
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SUBJECT OR HEADLINE
winning the battle of priorities
SECONDS WORDS TODAY
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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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SUBJECT OR HEADLINE
winning the battle of priorities
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Try 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]
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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AVOID SPAM SPEAK
Don’t get sent to the trash
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Avoid these Words: Free, Guarantee, Spam, Credit Card, etc
ALL CAPITAL LETTERS
Excessive Punctuation: !!!, ???, ###, **
Excessive Use of “Click Here? OR $$$$ or non-common symbols
No From Address OR Misleading Subject Lines
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
39. © 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 +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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FIND YOUR BEST TIME
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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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• 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
• call to action must be
above scroll line
• do not give too many
choices, 3 topics max
• 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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3
set marketing GOALS and OBJECTIVES
48
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
46. © 2013
49
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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50
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
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO EXPAND YOUR REACH
• social media buttons
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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 +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO BUILD YOUR LIST – ONLINE
• Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™
from Constant Contact
Text to Join™
from Constant Contact
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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THIS IS EASY. REALLY.
no cost tools save you time, energy & sanity
monitor
+
schedule
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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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Q & A
PLEASE TAKE A MOMENT TO FILL OUT
YOUR SPEAKER ASSESSMENT FORM
will@willgladhart.com
facebook.com/willgladhartconsulting
twitter: @willgladhart