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Tech Tools and Strategyfor Online MarketingBuilding relationships that drivebusiness success
Introduction                              Wendi Caplan-Carroll                          Senior Regional Development Direct...
Why Engage? Q. Where will the majority of next month’s business come from? Q. What is your best source for new business? A...
Engagement Marketing: 3 steps to making “it” happen                                                                Friends...
Be Where Your Customers Are     They will be talking about you!     Social       Content              Reviews &           ...
Great Customer Experience: Monitoring Indirect FeedbackGet regular real-time feedback delivered toyou when you want it.Nut...
Begin Building Permission-based Connections■ Engaging starts with the ability to connect… a contact list■ Collect everywhe...
Make a good first impression ■ Initial impressions last forever ■ Welcome new connections to your   community        ■ Con...
Look Professional ■ Professional templates ■ Branding consistency ■ Content / image mix        ■ Appropriate mix        ■ ...
Engaging Customers: Send Valuable Content  ■ Be brief, be bright, be gone  ■ Do I care?  ■ Share your expertise  ■ Convers...
Re-Sharing Enabled & Encouraged: Making Content Sharable  ■ Light the Fire with Email!                 Engaging Content  ■...
Monitor Engagement              Track your Page              Insights               Read Fan comments                     ...
Monitor the Impact   Copyright © 2011 Constant Contact, Inc.   13
Case Study: The Swinery  The Swinery is a butcher shop  in Seattle  They sent an email newsletter  to 3,765 subscribers  R...
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Wendi caplan carroll of constant contact - engagement marketing - small biz summit 2012

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Wendi caplan carroll of constant contact - engagement marketing - small biz summit 2012

  1. 1. Tech Tools and Strategyfor Online MarketingBuilding relationships that drivebusiness success
  2. 2. Introduction Wendi Caplan-Carroll Senior Regional Development Director-NY Metro Constant Contact Email:wcaplancarroll@constantcontact.com Web: newyorkmetro.constantcontact.com facebook.com/WccConstantContact @wendicc Linkedin.in.wendicaplancarrollCopyright © 2011 Constant Contact, Inc. 2
  3. 3. Why Engage? Q. Where will the majority of next month’s business come from? Q. What is your best source for new business? A. Existing customers You need to engage and build relationships! Copyright © 2011 Constant Contact, Inc. 3
  4. 4. Engagement Marketing: 3 steps to making “it” happen Friends Customers Followers Friends Prospects Followers You Step 1: Step 2: Step 3: Great customer Connections that enable Content that engages experience ongoing dialog and spreads Copyright © 2011 Constant Contact, Inc. 4
  5. 5. Be Where Your Customers Are They will be talking about you! Social Content Reviews & Location-Based Social Networks Sharing Ratings Sites Services Bookmarking The sites that your customers and members are using  The sites that your partners & suppliers are using  The sites that your competitors are using Copyright © 2011 Constant Contact, Inc. 5
  6. 6. Great Customer Experience: Monitoring Indirect FeedbackGet regular real-time feedback delivered toyou when you want it.Nutshellmail.com (It’s Free)Makes understanding the chaos of social mediamarketing simple Copyright © 2011 Constant Contact, Inc. 6
  7. 7. Begin Building Permission-based Connections■ Engaging starts with the ability to connect… a contact list■ Collect everywhere you connect ■ Quality over Quantity Email Place of Business Online ■ Do I know you? Events Signature Guest Book Presence and Meetings Incoming or Guests Outgoing Calls 4 3 5 1 Copyright © 2011 Constant Contact, Inc. 7
  8. 8. Make a good first impression ■ Initial impressions last forever ■ Welcome new connections to your community ■ Connections: solidify the connection ■ Friends / Followers: return the favor ■ First communications = the blind date ■ Welcome them ■ Share some insight ■ Make them glad they’re connected ■ Give ‘em the red roses (an incentive for connecting!) Copyright © 2011 Constant Contact, Inc. 8
  9. 9. Look Professional ■ Professional templates ■ Branding consistency ■ Content / image mix ■ Appropriate mix ■ Location matters ■ White space ■ Double check your content & links Copyright © 2011 Constant Contact, Inc. 9
  10. 10. Engaging Customers: Send Valuable Content ■ Be brief, be bright, be gone ■ Do I care? ■ Share your expertise ■ Conversation starters ■ Let your personality shine through ■ Stop selling and provide value! Copyright © 2011 Constant Contact, Inc. 10
  11. 11. Re-Sharing Enabled & Encouraged: Making Content Sharable ■ Light the Fire with Email! Engaging Content ■ Content that starts a discussion ■ Distribute it broadly. .. ■ Newsletter ■ Blog ■ Facebook ■ Twitter ■ Enable sharing at each distribution point ■ Provide a specific destination for Conversation the discussion Destination Copyright © 2011 Constant Contact, Inc. 11
  12. 12. Monitor Engagement Track your Page Insights Read Fan comments Reply from your Inbox
  13. 13. Monitor the Impact Copyright © 2011 Constant Contact, Inc. 13
  14. 14. Case Study: The Swinery The Swinery is a butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) But it was Viewed an additional 485 times & Liked by 181 readers Represents a 60% increase in reach Copyright © 2011 Constant Contact, Inc. 14

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