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U-Profit "Grow your Business" HF SEP13

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Slides from DAY ONE of Howard Flint's presentation from the U-Profit conference, Las Vegas SEP13

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U-Profit "Grow your Business" HF SEP13

  1. 1. © 2013 1 Business Success 2013
  2. 2. © 2013 2 Business Success 2013 What Happens in Vegas, Stays in Vegas
  3. 3. © 2013 3 Business Success 2013 What Happens in Vegas, Stays in Vegas with You
  4. 4. © 2013 Grow Your Business with Email & Social Media simple marketing strategy for small business
  5. 5. © 2013 Howard Flint | president Ghost Partner| Roswell,GA – ContentCreation and Managed Marketing Howard@GhostPartner.com /GhostPartner @GhostPartner
  6. 6. © 2013
  7. 7. © 2013 2012 Constant Contact All Star Award 8
  8. 8. © 2013 9 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
  9. 9. © 2013 10 Facebook LinkedIn InstagramTwitter Pinterest YouTube INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  10. 10. © 2013 12 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY 38% Source: Litmus, “Email Client Market Share,” April 2012
  11. 11. © 2013 13 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)
  12. 12. © 2013 14 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  13. 13. © 2013 15 ENGAGEMENT the new word-of-mouth is INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  14. 14. © 2013 you can be your authentic self 16 you have an advantage INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  15. 15. © 2013 17 ENOUGH is it to just look good?
  16. 16. © 2013 18 at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  17. 17. © 2013 19 EXERCISE Start here. write down the framework for marketing set marketing GOALS and OBJECTIVES1 2 run CAMPAIGNS on the CHANNELS that matter get measurable RESULTS3 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  18. 18. © 2013 3 set marketing GOALS and OBJECTIVES1 2 20 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
  19. 19. © 2013 21 GOALS marketing •reach new customers •drive repeat business •nurture leads •engage members and advocates •increase donations INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  20. 20. © 2013 22 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
  21. 21. © 2013 23 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 fill seats on a Sunday night
  22. 22. © 2013 28 EXERCISE capture your ideas »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 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  23. 23. © 2013 3 set marketing GOALS and OBJECTIVES 29 an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
  24. 24. © 2013 30 CAMPAIGN? what is a INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY PUSH {content} PULL {response}
  25. 25. © 2013 31 CAMPAIGNS types of discussion information sharing event invites + updates INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY offers + promotions fundraising build your network
  26. 26. © 2013 32 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
  27. 27. © 2013 33 HOW MUCH IS ENOUGH LESS IS MORE. FOCUS. 38% INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  28. 28. © 2013 34 WHAT DO I WRITE ABOUT INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  29. 29. © 2013 35 WHAT DO I WRITE ABOUT • repurpose + reuse INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  30. 30. © 2013 36 EXAMPLES OF OFFERS discounts downloads support a cause event invites hints + tipsB2B services INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  31. 31. © 2013 37 GOT PICS?some channels thrive on visuals INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  32. 32. © 2013 post + video = 100% more engagement GOT PICS? post + picture = 120% more engagement post + photo album = 180% more engagement 38 Source: Facebook, “Best Practices for your Page and media strategy” (March 2012) 38% INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  33. 33. © 2013 39 #RollerSkate
  34. 34. © 2013 40 #HashTags
  35. 35. © 2013 41 WHICH CHANNELS MATTER? • depends on your audience and what you want them to do INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  36. 36. © 2013 42 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY EMAIL + SOCIALyou have to use both amplify your email drive traffic back to your list, email, etc.
  37. 37. © 2013 43 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
  38. 38. © 2013 44 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 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  39. 39. © 2013 45 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
  40. 40. © 2013 46 LOOK LIKE YOU brand consistency colorcop.net search “Pixeur” INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY DigitalColor Meter installed on Macs
  41. 41. © 2013 47 LOOK GREAT brand consistency INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  42. 42. © 2013 SUBJECT OR HEADLINE winning the battle of priorities SECONDS WORDS TODAY 48 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  43. 43. © 2013 SUBJECT OR HEADLINE winning the battle of priorities 49 $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 GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  44. 44. © 2013 50 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
  45. 45. © 2013 WHEN 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 action you want? 51 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  46. 46. © 2013 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 52 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  47. 47. © 2013 FIND YOUR BEST TIME 53 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
  48. 48. © 2013 54 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY WHEN TO SEND & POST best day best time
  49. 49. © 2013 55 • 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 • key action must be above scroll line • do not give too many choices • 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
  50. 50. © 2013 56 INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY EXERCISE capture your ideas » when will you send? • write down three days and times you want to test for your emails
  51. 51. © 2013 3 set marketing GOALS and OBJECTIVES 57 an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
  52. 52. © 2013 58 at its core, marketing is about eliciting a physical and measureable RESPONSE INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  53. 53. © 2013 59 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
  54. 54. © 2013 60 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
  55. 55. © 2013 61 TOOLS TO EXPAND YOUR REACH • Simple Share tool INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  56. 56. © 2013 62 TOOLS TO EXPAND YOUR REACH • social media buttons INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  57. 57. © 2013 63 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
  58. 58. © 2013 64 TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc) INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  59. 59. © 2013 65 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
  60. 60. © 2013 CONSTANT CONTACT TOOLS INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  61. 61. © 2013 67 THIS IS EASY. REALLY.low cost tools save you time & energy monitor + schedule INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  62. 62. © 2013 68 BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
  63. 63. © 2013 69 • Content Creation and Strategy • Email Marketing Services • Social Media Marketing and Networking • Content Optimization and Website work • Search Engine Marketing
  64. 64. © 2013 71 Q & A Howard Flint | president Ghost Partner – Content Creation and Managed Marketing Howard@GhostPartner.com /GhostPartner @GhostPartner

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