Grow your business with email and social media (1)

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Grow your business with email and social media (1)

  1. 1. Grow Your Businesswith Email & Social Mediasimple marketing strategyfor small business & nonprofits © 2013
  2. 2. Dave YunghansRegional Director, Local SuccessConstant Contact dyunghans@constantcontact.com https://www.facebook.com/#!/david.yunghans @dyunghans © 2013
  3. 3. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey Send personalized Manage your events Turn fans into customers Reward loyal customers Get found by millions Transform your email newsletters and online: send invites, with coupons, downloads, with shareable local deals online and manage communications into expand your audience create an event and contest on Facebook and capture contact your business info conversations with with our list-building homepage, and and get new likes and info every time across the web, all online surveys and tools. promote registration. email sign-ups. you sell. from one place. polls.4 © 2013
  4. 4. Facebook LinkedIn Twitter Pinterest Instagram Youtube GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES5 © 2013
  5. 5. 38% Source: Litmus, “Email Client Market Share,” April 2012 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES6 © 2013
  6. 6. MARKETING HAS CHANGED traditional marketing new marketing find find convert convert keep keep“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES7 © 2013
  7. 7. the new word-of-mouth is ENGAGEMENT GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES9 © 2013
  8. 8. you have an advantageyou can be your authentic self GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES10 © 2013
  9. 9. is itENOUGH to just look good? GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES11 © 2013
  10. 10. at its core, marketing is about eliciting a physical and measureable RESPONSE GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES12 © 2013
  11. 11. Start here.EXERCISE write down the framework for marketing 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES13 © 2013
  12. 12. an agenda and framework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS14 © 2013
  13. 13. marketingGOALS •reach new customers •drive repeat business •nurture leads•engage members and advocates •increase donations GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES15 © 2013
  14. 14. get more specific withOBJECTIVES drive deliver fill seats donations content to on a this month tradeshow Sunday leads night GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES16 © 2013
  15. 15. try to think about justONE AT A TIME what action would people take? can you measure it? fill seats on a Sunday night GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES17 © 2013
  16. 16. capture your ideasEXERCISE » write down at least one objective • you have space for three » consider this for each objective you wrote down… • what does success look like? • be as specific as you can GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES22 © 2013
  17. 17. an agenda and framework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS23 © 2013
  18. 18. what is aCAMPAIGN? PUSH PULL {content} {response} GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES24 © 2013
  19. 19. types ofCAMPAIGNS discussion offers + promotions information sharing build your event invites + network updates fundraising GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES25 © 2013
  20. 20. 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES26 © 2013
  21. 21. HOW MUCH IS ENOUGHLESSIS MORE. 38%FOCUS. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES27 © 2013
  22. 22. WHAT DO I WRITE ABOUT GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES28 © 2013
  23. 23. WHAT DO I WRITE ABOUT • repurpose + reuse GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES29 © 2013
  24. 24. EXAMPLES OF OFFERS discounts downloads B2B services hints + tips event support invites a cause GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES30 © 2013
  25. 25. GOT PICS? some channels thrive on visuals GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES31 © 2013
  26. 26. 38%GOT PICS? 100% more engagement post + video = post + picture = 120% more engagement post + photo album = 180% more engagement Source: Facebook, “Best Practices for your Page and media strategy” (March 2012) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES32 © 2013
  27. 27. WHICH CHANNELS MATTER? • depends on your audience and what you want them to do GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES33 © 2013
  28. 28. EMAIL you have to use both + SOCIAL amplify your email drive traffic back to your list, email, etc. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES34 © 2013
  29. 29. capture your ideasEXERCISE » 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES35 © 2013
  30. 30. NOW, LATER OR NEVERthree little words that rule your world • who is it “from?” • what’s the “subject?” • when do you send your communication? GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES36 © 2013
  31. 31. 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” GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES37 © 2013
  32. 32. LOOK LIKE YOUbrand consistency DigitalColor Meter installed on Macs colorcop.net search “Pixeur” GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES38 © 2013
  33. 33. LOOK GREATbrand consistency GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES39 © 2013
  34. 34. SUBJECT OR HEADLINEwinning the battle of priorities SECONDS WORDS TODAY GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES40 © 2013
  35. 35. SUBJECT OR HEADLINEwinning the battle of priorities $5 free to be naughty…or nice? [burrito 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 [nonprofit event update] GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES41 © 2013
  36. 36. capture your ideasEXERCISE » use the 2-2-2 principle • write a good subject line or headline for each of your campaigns GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES42 © 2013
  37. 37. 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? GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES43 © 2013
  38. 38. FIND YOUR BEST DAY 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES44 © 2013
  39. 39. FIND YOUR BEST TIME 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES45 © 2013
  40. 40. WHEN TO SEND & POST best day best time GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES46 © 2013
  41. 41. PRACTICAL ADVICE • 67% don’t see images by • key action must be above default scroll line • text links get more clicks • do not give too many than buttons choices • place your logo left or • make all images clickable center in email (and with text labels) • include company name in test it on yourself! text (and on your mobile device) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES47 © 2013
  42. 42. capture your ideasEXERCISE » when will you send? • write down three days and times you want to test for your emails GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES48 © 2013
  43. 43. an agenda and framework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS49 © 2013
  44. 44. at its core, marketing is about eliciting a physical and measureable RESPONSE GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES50 © 2013
  45. 45. RESULTS ARE MEASUREMENTS OF ACTIONS click or come to schedule donate calldownload the store a session or office GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES51 © 2013
  46. 46. TOOLS YOU NEEDEmail marketing is hard to beat• lots of physical, measurable response• easy to brand with colors + logos• helps to measure and monetize social media GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES52 © 2013
  47. 47. TOOLS TO EXPAND YOUR REACH • Simple Share tool GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES53 © 2013
  48. 48. TOOLS TO EXPAND YOUR REACH • social media buttons GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES54 © 2013
  49. 49. TOOLS TO BUILD YOUR LIST – OFFLINE • at register • with the check at end of the meal • on registration forms GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES55 © 2013
  50. 50. TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES56 © 2013
  51. 51. TOOLS TO BUILD YOUR LIST – APPS Scan to Join™ from Constant Contact Text to Join™ from Constant Contact GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES57 © 2013
  52. 52. CONSTANT CONTACT TOOLS GOALS +INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES © 2013
  53. 53. THIS IS EASY. REALLY.low cost tools save you time & energy monitor + schedule GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES59 © 2013
  54. 54. BE YOURSELF. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES60 © 2013
  55. 55. Q&A (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!) want more help? toll-free: CALL A COACH 855-816-6508 jniehoff@constantcontact.com facebook.com/julniehoff twitter: @julieniehoff62 © 2013

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