SME Guide to Email and Social Media Marketing


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John Hayes, EMEA Business Development Executive at email marketing firm iContact, gave a talk on email marketing and social media marketing at an event in London on January 26th 2012. The presentation explores the best ways for SME to leverage email and social media marketing in order to successfully reach out to current and potential customers.

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SME Guide to Email and Social Media Marketing

  1. 1. A Crash Course in Email & Social Media Marketing for SMEs John W Hayes @john_w_hayes January 26, 2011
  2. 2. Agenda 2.00pm–2.20pm – Introduction: Let’s get social (networking exercise) 2.20pm–2.40pm – How can I grow my business with email marketing? 2.40pm–3.00pm – Inspirational campaign ideas (workshop) 3.00pm–3.20pm – Break 3.20pm–4.00pm – Email Design Best Practices with Tony Leatham (Egghead Design) 4.00pm–4.40pm – Building strategy around content, email and social media marketing 4.40pm–5.00pm – Q&A 5.00pm–onwards – Drinks
  3. 3. Introduction: Let’s Get Social John Hayes • Who are you? • What do you do? • What do you want from today’s session? • Tell me something interesting about your businessEmail: Twitter: @john_w_hayes Tel: 0203 178 4505
  4. 4. Introducing iContact iContact is a purpose-driven company that makes email marketing and social media marketing easy, so that small and medium-sized companies can grow and succeed. •Founded in 2003 •Software as a Service (SaaS) •Headquartered in North Carolina, United States •London office opened in February 2011 •Rolled out UK sales + support in May 2011 •300 employees •70,000+ clients globally, 3,100+ clients in the UK
  5. 5. What we don’t do What we don’t do • Sell lists • Allow the use of purchased lists
  6. 6. Question @ What is this?
  7. 7. Clue
  8. 8. Answer @mbassador + @john_w_hayes =
  9. 9. Stats Average number of followers = 126 ROI from email marketing = 43:1 Average number of friends = 130
  10. 10. A Crash Course in Email Marketing The 10 Rules of Successful Email Marketing
  11. 11. A Crash Course in Email Marketing Rule #1 – Be relevant A monthly email to your entire list is not a strategy – it’s an afterthought. You need to build a strategy based on relevancy to your target market and the quality of your message. If you’ve got nothing to say, don’t say it – even if it is the second Tuesday of the month.
  12. 12. A Crash Course in Email Marketing Rule #2 – Less is more Select just one offer per email and segment your list accordingly. If you have a range of complementary products, choose a hero product to focus on and add simple links to promote the additional items. Think of your email like a menu in a restaurant – too many dishes to choose from and nothing looks appetizing.
  13. 13. A Crash Course in Email Marketing Rule #3 – More is more Now that you’ve made your campaigns more relevant, it’s time to increase the frequency of your emails. Keep your emails relevant and interesting and your subscribers will welcome the increased touch points.
  14. 14. A Crash Course in Email Marketing Rule #4 – Headline news (subject lines) Your subject line should scream benefits. Think of it in the same way a newspaper editor writes a headline. It should tell the full story and entice the subscriber to read more. Give your subject line as much thought as your body text. Your subject line is your first line of defense between your subscribers and the delete button.
  15. 15. A Crash Course in Email Marketing Rule #5 – Automate Set up auto-responders to automatically deliver a predefined series of messages. These could include welcome messages to new subscribers, online courses or carefully crafted sales messages delivered over a specific period of time.
  16. 16. A Crash Course in Email Marketing Rule #6 – Take time for text Make good use of real text (not graphics) at the top of your email. A graphic-heavy email will appear blank until the subscriber has selected to download the graphics. Real text in the message will remain visible even in HTML emails and entice subscribers to open the complete email.
  17. 17. A Crash Course in Email Marketing Rule #7 – Get social Use your email campaigns to encourage subscribers to engage with your social media activity on Facebook or Twitter. Social media will not replace your email activity but will allow you to build your brand across your subscribers’ social networks.
  18. 18. A Crash Course in Email Marketing Rule #8 – Test Whenever possible, test your subject lines and creatives and then optimize accordingly. Split testing does not have to be complicated. Hit 20% of your list with two different emails and monitor the response. Hit the remaining 80% with the most successful email.
  19. 19. A Crash Course in Email Marketing Rule #9 – Cleanse Take the time to cut the deadwood from your list. Remove bounced email addresses and any names that have not opened any of your mails over a significant period of time. Remember, you are paying to target a list of people who want to receive your emails. Old, dead and unwanted emails are expensive and can damage your reputation.
  20. 20. A Crash Course in Email Marketing Rule #10 – Understand your ROI A client once told me their email campaigns did not yield a great ROI. He said a single, untargeted, monthly email to a list of 15,000 names generated only 18 sales (with an average spend of $48). That meant for every dollar he spent, he saw more than eight dollars back or a 692% ROI. I suggested he compare this to his ROI from paid search and then start getting strategic about his emails campaigns.
  21. 21. A Crash Course in Social Media The What, Why, When and Where of Social Media
  22. 22. Social Problems •Time consuming •Disruptive •Nothing to say •Who’s in charge it? •Lack of visibility •ROI? •Don’t want customers posting negative feedback
  23. 23. A Crash Course in Social Media Four reasons why an SME should want to engage in improving their social media activity: •To distribute information about their company, products, service and wider industry as a whole and perhaps build their reputation as the go-to person or thought leader in their particular field of expertise. •To engage socially with existing customers and prospective clients in their own environment, field customer service issues and humanize your approach to business. •To recruit an army of virtual (unpaid) brand ambassadors who will not only help you sell your products or services but also field customer service issues. •To monitor sentiment towards your brand (and your competitors’ brands), glean new ideas and stay ahead of the game in terms of new developments in your industry.
  24. 24. A Crash Course in Social Media Rule #1 - Content is Still King: Concentrate on producing great blog posts, white papers, product-related landing pages, YouTube videos, etc. etc. before you begin trying to broadcast your opinion socially. There is a place for re-appropriating other people’s content via the social networks but it is only by broadcasting your own content that will validate your position as a thought leader.
  25. 25. A Crash Course in Social Media Rule #2 - You Are NOT a Salesperson: Even if you are a salesperson, take off your sales hat when you get social. Offer advice, strategy and opinion but don’t push for the sale. It’s all about building trust. When your audience trusts you, they will ask for the sale.
  26. 26. A Crash Course in Social Media Rule #3 - Ignore Rule #2 (Very Occasionally): Of course you’re a salesperson. It’s OK to throw in the occasional sales promotion. Your followers will expect it. But try and add some value with some good conversation points around your offer or simply a great deal
  27. 27. A Crash Course in Social Media Rule #4 - Reward Your Friends and Followers: You don’t need to offer a financial incentive. How about giving them a first chance glimpse at your content giving them the (perceived) opportunity of first-mover advantage.
  28. 28. A Crash Course in Social Media Rule #5 - Endorse Your Friends and Followers Opinion: If you like what is being said about you, tell the world about it. Re-posting your friends and followers comments will be them feel important, connected and respected. The Follow Friday (#ff) hashtag on Twitter is an excellent mechanism for showing your social media contacts that you respect their opinion.
  29. 29. A Crash Course in Social Media Rule #6 - Engage in Conversations It’s called social media for a very good reason. Get social and enjoy the conversation. You should also be careful not to ignore any negativity towards you. Try and turn it around and show the world (a) you are human and (b) you are dedicated to ensuring the best possible customer experience for all your customers.
  30. 30. A Crash Course in Social Media Rule #7 - Automate: Social media can be like quicksand, it can suck you in and before you know it, you have lost the day. Software (including iContact) can help you line up and schedule your posts so you can get on with more important tasks.
  31. 31. A Crash Course in Social Media Rule #8 - Cross Pollinate: Integrate your social media strategies with everything else you do. Email marketing, SEO, landing page optimization, content marketing and even offline marketing techniques can all benefit with a little social input.
  32. 32. Voucher Code UKSEMINAR25 – Save $25
  33. 33. Q&A ?
  34. 34. Contact John Hayes +44 (0)208 099 7855 @john_w_hayes