Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

You Had Me At Hello - Connecting With Customers in a Tech Savvy World


Published on

How do we communicate with our customers, clients and prospective users of our services? Before we communicate our message, we need to identify our brand. Social media, email marketing, print media all have a place in a small business marketing plan.

Mass Marketing Resources is located in Western Mass.

Published in: Education
  • Be the first to comment

  • Be the first to like this

You Had Me At Hello - Connecting With Customers in a Tech Savvy World

  1. 1. “You Had Me At Hello”Connecting With Customers in a Tech Savvy World Presented by: Liz Provo Mass Marketing Resources
  2. 2. Liz Provo Mass Marketing Resources• Provider of marketing services for small businesses• Extensive background in sales, marketing and customer service• Small business owner for 11 years• Early adopter of blogging, email marketing & social media• Member of HBRAWM since 2001
  3. 3. Communication in Business Creating your personal brand Recognizing, remembering and rewarding existing customers Building new relationships based on trust Choosing the right communication tools for your demographic Social media – the ultimate referral tool
  4. 4. You Are Your Brand What makes you YOU? What makes you different? What are your personal strengths? What are your biggest weaknesses? What are you most proud of? Who do you serve? How have you added value? How do others perceive you? Who is your ideal client?
  5. 5. Branding Your Business Also known as “good will” expectations You do not OWN your brand You cannot CONTROL your brand You CAN make sure all actions align with your brand Your employees represent your brand too! Source: Owner Builder Custom Homes
  6. 6. Your Website:Clear Communication Begins HereConsistent colors, fonts, logo, content
  7. 7. Communication MaterialsStationary, cards, envelopes, postcards
  8. 8. Collateral Materials:Brochures, Sell sheets, folders
  9. 9. Vehicles:Wraps & Lettering
  10. 10. Signage:Business location, on-site
  11. 11. Phone, Fax Email Voice mail message  Professional Fax Cover  Logo, links Email signature  Logo, links
  12. 12. Only 2 Places To Look For More Business1. Existing customers 1. Already know you 2. Already trust you 3. Already bought from you2. New customers 1. Cost 5 times more to acquire vs. retaining existing customers 2. May not know you 3. May not trust you Truth is….you need both!
  13. 13. “Every sale has fivebasic obstacles:no need, no money,no hurry, no desire,no trust.”~Zig Ziglar
  14. 14. How Do You Attract Customers? Website (HUB): Calls to action, FREE information, newsletter signup, social media links, lead capture, customer expectations Directory Placements & Review Websites: Google Places, Referral websites (ServiceMagic), Angies List, Manta, Yelp Social media Email Marketing Direct mail Paid advertising: Print, radio, TV, Internet We want your business! Customer referrals Volunteerism, PR, networking
  15. 15. A Look At Existing Customers When was the last time you communicated with your clients? What did you communicate? How did you communicate?  Snail mail  Email  Newsletter (print or electronic)  Phone  In person How often do you reach out to your customers?
  16. 16. Charting Your Demographics Databases: Customer records & Reports: Quickbooks, spreadsheets (Excel), CRM (Customer Relations Management) software, sales data/invoices Website analytics: Google Analytics Social media metrics: Facebook Insights, YouTube Analytics, LinkedIn Follower & Page Insights
  17. 17. Your Communication Strategy –Hit or miss, or well structured? Use data to develop comprehensive strategy Focus on relationship marketing Be pro-active – reach out – 7, 10 or more “touches” Use your marketing calendar and editorial calendar wisely
  18. 18. Crafting & Communicating YourMessage Email Marketing Personal Email Contact (Trad.) Website Phone Print Social Media
  19. 19. Social Media: Facebook, Twitter, LinkedIn, YouTube, Pinterest, Blogs, Google+, etc. People trust their SM friends to refer quality brands SM is KEY to building relationships & trust today Should be linked from website and each platform Take SM “offline” for personal contact
  20. 20. Print, Phone, Personal Contact Print media – think postcards, personal note cards, good presentation materials Personal phone calls (not a sales calls) are appreciated after a sale VALUE a client by sending kudos, meeting for coffee, acknowledging them
  21. 21. Good Communication Takes Time, Money, Energy & Effort…Remember, on average,it takes 7 touches for asale to occur.• Some buy right away• Others research and try• Some show interest but don’t trust you yet How Do You Stay In Touch???
  22. 22. Email Marketing – The Glue People who WANT to receive your message Permission-based Ties well with social media and your website Share content seamlessly Instant communication Promote, educate, enlighten Low cost- high ROI
  23. 23. Provide Value To Your Audience
  24. 24. Determine Appropriate FormatNewsletters:• Frequency: Regular i.e. monthly / weekly• Educational content (typically non-promotional)• Use bullets, summarize information, be concise• Click-through to website for more info.Promotions / Invitations / Surveys:• Frequency: Depends on your business and sales cycle• Focus on promotion / limited content• Use content to invite click-through or other actionAnnouncements:• Frequency: Event-driven• Press releases, holiday greetings, thank you cards…• Use content to build deeper relationships
  25. 25. Frequency & Delivery TimeHow often to send• Create a master schedule• Include frequency in online sign- up “Monthly Newsletter”• Keep content conciseWhen to send• Day of week (Tuesday & Wednesday)• Time of day (10am to 3pm)• Send at different times and compare resultsMaximum impact withminimum intrusion
  26. 26. Getting Email OpenedThe “Subject” Line Keep it short and simple 30-40 characters including spaces, (5- 8 words) Incorporate the immediate benefit of opening the email Capitalize and punctuate carefully Avoid copying the techniques inherent in spam emails (excessive punctuation, symbols, guarantee, free, etc.)
  27. 27. Track Results & Improve Lists Monitor open rates, click through rates Monitor bounce rates, spam alerts Remove non-existent addresses Check spellings of email addresses for accuracy Make phone calls to assure correctness
  28. 28. In Closing Create your personal brand Recognize, remember and reward existing customers Build new relationships based on trust Choose the right communication tools for your demographic Combine social media w/ email marketing for best results
  29. 29. A Special Offer . . . . . Return your completed form tonite to get started! THANK YOU!