Grow your Business with Email and Social Media

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Grow your Business with Email and Social Media

  1. 1. Grow Your Business with Email & Social Media simple marketing strategy for small business & nonprofits Co-Sponsored by Rhode Island Small Business Development Center, www.RISBDC.com “The RISBDC is funded in part through a Cooperative Agreement with the U.S. Small Business Administration” © 2013
  2. 2. Liz Olimpio Principal LizBESocial Mallory Stanton Content Strategist LizBESocial lolimpio@lizbesocial.com Facebook.com/LizBeSocial @LizBESocial © 2013
  3. 3. Facebook INTRODUCTION 5 LinkedIn GOALS + OBJECTIVES Twitter CAMPAIGNS Pinterest CHANNELS RESULTS Instagram TOOLS Youtube SUMMARY © 2013
  4. 4. 38% Source: Litmus, “Email Client Market Share,” April 2012 INTRODUCTION 6 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  5. 5. MARKETING HAS CHANGED traditional marketing new marketing find find convert convert keep keep “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice) INTRODUCTION 7 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  6. 6. INTRODUCTION 8 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  7. 7. the new word-of-mouth is ENGAGEMENT INTRODUCTION 9 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  8. 8. you have an advantage you can be your authentic self INTRODUCTION 10 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  9. 9. is it ENOUGH to just look good? INTRODUCTION 11 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  10. 10. at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION 12 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 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 INTRODUCTION 13 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  12. 12. an agenda and framework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 3 14 run CAMPAIGNS on the CHANNELS that matter get measurable RESULTS © 2013
  13. 13. marketing GOALS •reach new customers •drive repeat business •nurture leads •engage members and advocates •increase donations INTRODUCTION 15 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  14. 14. get more specific with OBJECTIVES drive donations this month INTRODUCTION 16 GOALS + OBJECTIVES deliver content to tradeshow leads CAMPAIGNS CHANNELS fill seats on a Sunday night RESULTS TOOLS SUMMARY © 2013
  15. 15. try to think about just ONE AT A TIME what action would people take? can you measure it? fill seats on a Sunday night INTRODUCTION 17 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  16. 16. capture your ideas EXERCISE » 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 INTRODUCTION 22 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  17. 17. an agenda and framework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 3 23 run CAMPAIGNS on the CHANNELS that matter get measurable RESULTS © 2013
  18. 18. what is a CAMPAIGN? PUSH {content} INTRODUCTION 24 PULL {response} GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  19. 19. types of CAMPAIGNS discussion offers + promotions information sharing build your network INTRODUCTION 25 GOALS + OBJECTIVES CAMPAIGNS CHANNELS event invites + updates RESULTS fundraising TOOLS SUMMARY © 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 INTRODUCTION 26 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  21. 21. HOW MUCH IS ENOUGH LESS IS MORE. FOCUS. INTRODUCTION 27 GOALS + OBJECTIVES CAMPAIGNS CHANNELS 38% RESULTS TOOLS SUMMARY © 2013
  22. 22. WHAT DO I WRITE ABOUT INTRODUCTION 28 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  23. 23. WHAT DO I WRITE ABOUT • repurpose + reuse INTRODUCTION 29 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  24. 24. EXAMPLES OF OFFERS discounts downloads B2B services support a cause event invites INTRODUCTION 30 GOALS + OBJECTIVES hints + tips CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  25. 25. 31 © 2013
  26. 26. Email Checklist Download 32 © 2013
  27. 27. GOT PICS? some channels thrive on visuals INTRODUCTION 33 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  28. 28. 38% GOT PICS? 100% more engagement post + picture = 120% more engagement post + photo album = 180% more engagement post + video = Source: Facebook, “Best Practices for your Page and media strategy” (March 2012) INTRODUCTION 34 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  29. 29. WHICH CHANNELS MATTER? • depends on your audience and what you want them to do INTRODUCTION 35 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  30. 30. Email & Social the perfect couple © 2013
  31. 31. EMAIL you have to use both + SOCIAL amplify your email drive traffic back to your list, email, etc. INTRODUCTION 37 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  32. 32. capture your ideas EXERCISE » 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 38 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  33. 33. 39 © 2013
  34. 34. Home Star Cuisine, LLC • COVER PHOTO: Add your website to your cover photo and your key services • Are you categorized properly? – Local Business or Place – Company, Organization, or Institution – Brand or Product. 40 © 2013
  35. 35. Edit Page Info 41 © 2013
  36. 36. 42 © 2013
  37. 37. 43 © 2013
  38. 38. 44 © 2013
  39. 39. Post Ideas • Recipes are great! • Additional post ideas: entertaining, cooking instruction, nutritional, time saving, at home prep, cooking gadgets, testimonial, quotes, etc. • Use your blog. 45 © 2013
  40. 40. Post idea – with link back to website. 46 © 2013
  41. 41. 47 © 2013
  42. 42. Apps for Facebook landing pages Types of Apps • Events • Join My Email List • PDF Downloads • Contests • Coupons • Contact forms • Image • Blog • YouTube • Instagram • Pinterest • Twitter • HTML 48 Companies • Constant Contact - Social Campaign • ShortStack • Thunderpenny • Woobox • Staitigram • Heyo • Wildfire • Networked Blogs © 2013
  43. 43. NOW, LATER OR NEVER three little words that rule your world • who is it “from?” • what’s the “subject?” • when do you send your communication? INTRODUCTION 49 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  44. 44. 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 50 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  45. 45. 51 © 2013
  46. 46. 52 © 2013
  47. 47. LOOK LIKE YOU brand consistency DigitalColor Meter installed on Macs colorcop.net INTRODUCTION 53 GOALS + OBJECTIVES search “Pixeur” CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  48. 48. LOOK GREAT brand consistency INTRODUCTION 54 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  49. 49. SUBJECT OR HEADLINE winning the battle of priorities SECONDS INTRODUCTION 57 GOALS + OBJECTIVES WORDS CAMPAIGNS CHANNELS TODAY RESULTS TOOLS SUMMARY © 2013
  50. 50. SUBJECT OR HEADLINE winning 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] INTRODUCTION 58 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  51. 51. capture your ideas EXERCISE » use the 2-2-2 principle • write a good subject line or headline for each of your campaigns INTRODUCTION 60 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  52. 52. 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? INTRODUCTION 61 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  53. 53. 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 INTRODUCTION 62 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  54. 54. 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 INTRODUCTION 63 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  55. 55. WHEN TO SEND & POST best day INTRODUCTION 64 GOALS + OBJECTIVES CAMPAIGNS best time CHANNELS RESULTS TOOLS SUMMARY © 2013
  56. 56. 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) INTRODUCTION 65 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  57. 57. 66 © 2013
  58. 58. capture your ideas EXERCISE » when will you send? • write down three days and times you want to test for your emails INTRODUCTION 67 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  59. 59. an agenda and framework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 3 68 run CAMPAIGNS on the CHANNELS that matter get measurable RESULTS © 2013
  60. 60. at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION 69 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  61. 61. RESULTS ARE MEASUREMENTS OF ACTIONS click or download INTRODUCTION 70 come to the store or office GOALS + OBJECTIVES CAMPAIGNS schedule a session CHANNELS donate RESULTS TOOLS call SUMMARY © 2013
  62. 62. 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 71 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  63. 63. 72 © 2013
  64. 64. TOOLS TO EXPAND YOUR REACH • Simple Share tool INTRODUCTION 73 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  65. 65. TOOLS TO EXPAND YOUR REACH • social media buttons INTRODUCTION 74 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  66. 66. TOOLS TO BUILD YOUR LIST – OFFLINE • at register • with the check at end of the meal • on registration forms INTRODUCTION 75 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  67. 67. TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc) INTRODUCTION 76 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  68. 68. TOOLS TO BUILD YOUR LIST – APPS Scan to Join™ from Constant Contact Text to Join™ from Constant Contact INTRODUCTION 78 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  69. 69. THIS IS EASY. REALLY. low cost tools save you time & energy monitor + schedule INTRODUCTION 79 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  70. 70. BE YOURSELF. INTRODUCTION 81 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY © 2013
  71. 71. Q&A (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR EVAL & TRIAL FORM!) Next Steps… Getting Started with Email Marketing
Bonus Session Get Hands-on with your Email Marketing Account Wednesday, December 11th 4-5:30PM Register at www.LizBESocial.com/events or http://bit.ly/GETHANDSONEMM 83 © 2013

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