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Increasing Engagement in Email Marketing and Social Media | Marketing Retirement Communities


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Tips to Increase engagement and improve performance of your social media marketing and email marketing campaigns. Improve your open rates and click through rates.

Designed for marketing retirement homes, retirement communities and senior care. Will help you market to seniors and boomers in Canada. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Kim Fowler]

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Increasing Engagement in Email Marketing and Social Media | Marketing Retirement Communities

  1. 1. Improve email & social with engagement marketing Kimberley Fowler, Content Coordinator #mktgacademy @mktgacademy
  2. 2. Agenda   Engagement marketing   Content strategy   Email   Case study – Schlegel Villages   Social media (just a little)   Case study – Schlegel Villages
  3. 3. Source: Six Simple Ideas for Small Business Marketing by Gail Goodman
  4. 4. Marketing goals and objectives ① Set marketing goals and objectives ② Run campaigns on channels that matter ③ Get measurable results
  5. 5. Take it slow…  Deal with your objectives one at a time and for each one ask:  What action would people take that would fulfill this objective?  Can I measure it?
  6. 6. Content allows you to engage with your customers
  7. 7. Push & pull content
  8. 8. Pull content…   Share information   Discussions   Event invites   Fundraising   Offer something: discounts, promotions, coupons, downloads, invites, secrets, hints, tips, checklists
  9. 9. What do you write about?   What you know and they don’t   What you have access to and they don’t   Answer questions   Share insights   Spark discussion   Tell a story   Inspire   Share ideas and images
  10. 10. Find inspiration…   Look to others in your industry   Talk to your customers   Ask your employees and coworkers   What does your audience care about? Connect these issues with your business   Look at newspapers, magazines and relevant, current online articles
  11. 11. Self content curation
  12. 12. Content tips   Less is more   On social channels being original is not as important as being relevant or interesting   Repurpose and reuse your website and blog content on your social channels   Note the voice you use when you’re writing – avoid “I”; instead use “we” or “you”   Have a theme – ensure your theme is timely
  13. 13. Email + social: use both Create content that inspires people to do something.
  14. 14. Email + social: use both Create content that inspires people to do something.
  15. 15. Email + social: use both Create content that inspires people to do something.
  16. 16. Email marketing Source: David Bain http:// uploads/2013/09/SEP1.png
  17. 17. Email marketing   Look at emails and newsletters from other businesses   What do you like?   What don’t you like?
  18. 18. Emails - will you open it now, later or never? Your decision is based on these questions:   Who is it from?   What’s the subject?   When do you receive the email?
  19. 19. Subject line is important
  20. 20. Email subject lines Use the 2-2-2 principle   2 seconds: you have two seconds to catch their attention   2 words: make the first two words count – that’s all your audience will read before making a decision to read further or move on   Today: subject line should answer the question “why does this email or message matter today?”
  21. 21. When to send an email   Monthly is most common   Don’t over email – or people will opt out   Ask when people are most likely to take the action you want
  22. 22. Source:
  23. 23. Email tips   Look great, look like you, represent your brand   Text links get more clicks than buttons   Place your logo left or center in the email   Include company name in the text   Key action must be above the scroll line   People are indecisive – don’t give them too many choices   Make all images clickable
  24. 24. Keep mobile users in mind
  25. 25. Ask for feedback
  26. 26. Create an email template
  27. 27. Create a checklist
  28. 28. Case Study: Schlegel Villages
  29. 29. Case Study: Schlegel Villages
  30. 30. Social Media Photo courtesy of
  31. 31. Social engagement
  32. 32. Choose the right platform
  33. 33. Choose the right platform
  34. 34. Be visual
  35. 35. How often should you post?   3-5 times a week is plenty   Use automated tools to help (Hootsuite)
  36. 36. Get measurable results   Monitor how your email and social campaigns are doing   Some email programs like Constant Contact will allow you to do this   You can get some data from social on the social platform (ie. Facebook) or through Hootsuite   You may need to rely on Google Analytics
  37. 37. Case Study: Schlegel Villages
  38. 38. Case Study: Schlegel Villages
  39. 39. Summary   Engagement marketing is about making meaningful connections with consumers   Provide a “wow” experience   Use the content strategies we’ve discussed to improve engagement through your email and social campaigns   Consumers who get that “wow” experience will engage with you and endorse you to their friends and family – which will bring you new leads
  40. 40. Recommended Resources 1.  Constant Contact 2.  Delicious 3.  Hootsuite University 4.  Comfort Life Marketing Academy
  41. 41. Questions? Kimberley Fowler, Content Coordinator @mktgacademy