Engagement Marketing


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Building lasting relationships with your existing customers drives business success. Creating an Engagement Marketing strategy is the key to inspiring your most passionate customers and advocates to: have conversations with you and fellow customers, share stories and opinions, and share your content with their own social circle. In this presentation, you’ll discover the three components that lead to Engagement Marketing success:
· Providing an excellent customer experience,

· Making connections that engage your audience and enable an ongoing dialog, and

· Using email and social media to build connections and engage a broader audience.

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Engagement Marketing

  1. 1. Engagement Marketing: Building relationships and building success through online tools Corissa St. Laurent Constant ContactCopyright © 2010 Constant Contact, Inc.
  2. 2. Why Engage?Q. Where will the majority of next month’s business come from?Q. What is your best source for new business?A. Existing customers Engagement Marketing is about building relationships that build new business… Copyright © 2010 Constant Contact, Inc. 2
  3. 3. Engagement Marketing Strategy Friends Customers Followers You Friends Prospects Followers Step 1: Step 2: Step 3: Provide a great Build connections that Create content thatcustomer experience enable ongoing dialog engages and spreads Copyright © 2010 Constant Contact, Inc. 3
  4. 4. Step 1: Great Customer Experience “The purpose of business is to create and keep a customer.” - Peter F. Drucker Copyright © 2010 Constant Contact, Inc. 4
  5. 5. Get Direct Feedback Obey the L.A.W.! 5 Questions every business should ask its customers:  Listen  Ask  Witness Gather feedback as immediately as possible Evaluate repeat and non- repeat behavior Copyright © 2010 Constant Contact, Inc. 5
  6. 6. Understand Indirect FeedbackPrivate is rapidly becoming “public” ■Your photos -> Flickr / Picasa ■Your videos -> YouTube ■Yourself -> Facebook ■Your thoughts -> Twitter ■Your location -> Foursquare ■Your reputation -> Yelp, Trip Advisor ■Your network -> LinkedIn Copyright © 2010 Constant Contact, Inc. 6
  7. 7. Step 2: Real Connections “The single biggest problem in communication is the illusion that it has taken place.” - George Bernard Shaw Copyright © 2010 Constant Contact, Inc. 7
  8. 8. Build An Email Contact List Events Place of Business Email Online Incoming and and Meetings Point of Sale Signature Presence Outgoing Calls 4 3 5 1 Contacts Customer & Prospect Database
  9. 9. Integrate Email and Social Media■Announce your presence in a clear call-to-action■Include social media icons in every email■Include standard links for subscribers to share your content 9 Copyright © 2010 Constant Contact, Inc.
  10. 10. Make a Good First Impression■Send warm invitations■Welcome new connections■Share some insight■Look professional and approachable■Be open, honest and forthright■Make them feel glad they’re connected to you Copyright © 2010 Constant Contact, Inc. 10
  11. 11. Step 3: Valuable Content “Friendship is born at that moment when one person says to another ‘What you too? I thought I was the only one’.” - C.S. Lewis Copyright © 2010 Constant Contact, Inc. 11
  12. 12. Trade Value for Attention■Share your expertise■Share specials■Be interesting and entertaining■Create conversation starters■Ask questions■Ask for feedback■Filter the noise Copyright © 2010 Constant Contact, Inc. 12
  13. 13. Make Content Sharable■Send engaging content■Distribute it broadly Engaging Content ■Newsletter ■Blog ■Social Networks■Enable sharing at each distribution point – don’t privatize Copyright © 2010 Constant Contact, Inc. 13
  14. 14. Monitor Feedback & Interaction Monitor regularly – 3rd party tools help Encourage participation – ask questions, comment back Use questions/comments for future content Thank and possibly reward positive feedback Use positive comments as testimonials Respond to negative comments Copyright © 2010 Constant Contact, Inc. 14
  15. 15. Monitor the Impact 15
  16. 16. Case Study: The SwineryThe Swinery is a butchershop in SeattleThey sent an emailnewsletter to 3,765subscribersReceived 816 opens (22%)But it was Viewed anadditional 485 times &Liked by 181 readersRepresents a 60%increase in reach
  17. 17. Bottom Line? Use: Valuable content to generate… Great Valuable Customer Content Feedback and Experience interaction to… Feedback and Create a better Interaction customer experience! Copyright © 2010 Constant Contact, Inc. 17
  18. 18. Start Engaging! Understand and maximize your customer experience Build direct connections with your customers Share valuable content and encourage sharing Join relevant discussions and groups Interact and connect in a meaningful way Copyright © 2010 Constant Contact, Inc. 18
  19. 19. Take the Next Step1 Attend a seminar 2 Start a Trial: Get 3 or webinar Email Marketing NutShellMail Free! Free for 60-Days! Free!Register for an Sign up for a free, Sign up forin-person seminar 60-day trial of NutShellMail byor online webinar Constant Contact Constant Contact Email Marketing Learn more about how Start to manage and monitor Email Marketing and Social your social media activities in Media Marketing can help No risk, no credit card real time, on your time… right your business or non-profit required. Get coaching and support, grow our email from your inbox. optimize marketing efforts. lists, access to over 400+ templates, and measure and track results Copyright © 2010 Constant Contact, Inc. 19
  20. 20. Q&A Corissa St. Laurent Regional Development Director Constant Contact facebook.com/constantcontact.corissa cstlaurent@constantcontact.com @CorissaCTCT Thank you!