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© Constant Contact 2016
GrowYour Business
with Email &Social Media
Simple Marketing Strategy for Small Business and Nonpro...
© Constant Contact 2016
Lorraine Ball
Owner, Roundpeg
Email: lorraine@roundpeg.biz
Welcome
Questions after the event?
face...
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
5
At its core, marketing is
about getting results.
6
Clicks / downloads
Visits to the
store / office
Reservations /
appointments
Calls
What kind of results?
Revenue / donati...
© 2016 Constant Contact, Inc
You have an
advantage:
your
connection.
Marketing has changed.
8
Marketing then.
Marketing now.
Find
Convert
Convert
Keep
1.Why email marketing?
Engagement is the new word of mouth
1. Small business marketing today
© 2016 Constant Contact, Inc
Email
Source: Litmus 10
What is the #1 cell phone app?
Source: MarketingTech Blog, Business2Community.com
46% of shoppers
rely on social media
when making a purchase
88% find on...
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
© 2016 Constant Contact, Inc
What are you trying to achieve?
Increase
ReachEngage
Nurture
Drive
© 2016 Constant Contact, Inc
Setting your goals
When will this be
accomplished?
What is your target?
Set real numbers
Who ...
© 2016 Constant Contact, Inc
Half MoonYoga
© 2016 Constant Contact, Inc
Example:
WHO: previous members
WHAT: average of 10...
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
Where are you today?
Facebook LinkedIn InstagramTwitter Pinterest Youtube
© 2016 Constant Contact, Inc
…2 of your Facebook fans
see you in their News Feed.
of email gets
delivered to the inbox.
90...
Talk to customers
19
Find new prospects
Facebook LinkedIn Twitter Pinterest
Social Sharing
© 2016 Constant Contact, Inc
21
Social media
3-5 x/week is plenty
*Use automated tools
Email
1x/month is most common
*Use reports to determine
optimal ...
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
Content is all about them; not you
80%
Valuable
content
Sounds like:
“3 common
mistakes on
your taxes”
Sounds like:
“Let u...
24
Tutorial to weatherproof
your bag in 5 min.
Top 3 benefits to
volunteering this summer
We’re in your neighborhood!
Find...
© 2016 Constant Contact, Inc
Use content to create a subject line
The “EdgeRank” algorithm
shows posts based on …
26
Facebook has an algorithm
• Interest of your fans
• The post’s performa...
You don’t have to do it alone: use resources
Interviews
or
testimonials
Social
media
Blogs
Special
guests
Survey
results
I...
ProTips
• Be consistent
• Match colors
• Choose your tone
Make it look like you
© 2016 Constant Contact, Inc
Source:Constant Contact Data Reveals DirectCorrelation Between Email
Campaign Effectiveness and Number of Images andText L...
Source
Make it mobile
ProTips
• Avoid multiple columns
• Use larger font sizes
• Limit your images
© 2016 Constant Contact, Inc
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
Take advantage of your 20%
20%
Promotion
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Your goals
Call-to-action
Actual results
© 2016 Constant Contact, Inc
Narrow it down to 1
Use actionable language
Stay above the scroll
Create clickable buttons
3....
© 2016 Constant Contact, Inc
3. Setting your goals
Half MoonYoga Goal:
Engage previous members to increase
class attendanc...
Source:Word Stream
Buttons created a
45% boost
in clicks
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Where does it go?
4. Choosing the right message
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Where does your call-to-action go?
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Where does your call-to-action go?
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Where does your call-to-action go?
© 2016 Constant Contact, Inc
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
© 2016 Constant Contact, Inc
Measure your
success
© 2016 Constant Contact, Inc
• 11 new volunteers • 500 attendees • 53 coupons claimed
Measuring your goal
© 2016 Constant Contact, Inc
Opens
Industry averages: 8-28%
Best Practices
• Evaluate send day & time
• Optimize subject l...
© 2016 Constant Contact, Inc
Click-throughs Best Practices
• Simplify your call-to-action
• Format links to stand out
• Se...
What types of posts are doing well
Engagement metrics
Who engages with your content
49
Use Facebook’s Insights tool
to kno...
Agenda
1.Small business marketing today
2.Setting your goals
3.Choosing the right message
a. Pick your platform
b. Build r...
© 2016 Constant Contact, Inc
You can do this...
...and you can start today.
© 2016 Constant Contact, Inc
Three simple steps…
1. Write your goal
2. Design a call-to-action
3. Measure the results
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Grow with Constant Contact
All the marketing tools you need together in one place.
© 2016 Constant Contact, Inc
•You really can do this!
We’re here to help.
All the marketing tools you need together in one...
© 2016 Constant Contact, Inc
Questions?
Contact me LorraineBall@roundpeg.biz
www.roundpeg.biz/blog
Ready to get started?
S...
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Grow Your Small Business with Email and Social Media

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As a small business owner, your marketing needs to work together. Discover how to use email and social media as part of an integrated marketing program.

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Grow Your Small Business with Email and Social Media

  1. 1. © Constant Contact 2016 GrowYour Business with Email &Social Media Simple Marketing Strategy for Small Business and Nonprofits
  2. 2. © Constant Contact 2016 Lorraine Ball Owner, Roundpeg Email: lorraine@roundpeg.biz Welcome Questions after the event? facebook.com/roundpegindy @roundpeg or @lorraineball
  3. 3. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  4. 4. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  5. 5. 5 At its core, marketing is about getting results.
  6. 6. 6 Clicks / downloads Visits to the store / office Reservations / appointments Calls What kind of results? Revenue / donations
  7. 7. © 2016 Constant Contact, Inc You have an advantage: your connection.
  8. 8. Marketing has changed. 8 Marketing then. Marketing now. Find Convert Convert Keep 1.Why email marketing?
  9. 9. Engagement is the new word of mouth 1. Small business marketing today © 2016 Constant Contact, Inc
  10. 10. Email Source: Litmus 10 What is the #1 cell phone app?
  11. 11. Source: MarketingTech Blog, Business2Community.com 46% of shoppers rely on social media when making a purchase 88% find online reviews as trustworthy as personal recommendations Time’s have changed. We trust strangers.
  12. 12. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  13. 13. © 2016 Constant Contact, Inc What are you trying to achieve? Increase ReachEngage Nurture Drive
  14. 14. © 2016 Constant Contact, Inc Setting your goals When will this be accomplished? What is your target? Set real numbers Who are you trying to reach?
  15. 15. © 2016 Constant Contact, Inc Half MoonYoga © 2016 Constant Contact, Inc Example: WHO: previous members WHAT: average of 10 attendees/per class WHEN: over the next 3 months
  16. 16. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  17. 17. Where are you today? Facebook LinkedIn InstagramTwitter Pinterest Youtube
  18. 18. © 2016 Constant Contact, Inc …2 of your Facebook fans see you in their News Feed. of email gets delivered to the inbox. 90% 2%
  19. 19. Talk to customers 19 Find new prospects Facebook LinkedIn Twitter Pinterest
  20. 20. Social Sharing © 2016 Constant Contact, Inc
  21. 21. 21 Social media 3-5 x/week is plenty *Use automated tools Email 1x/month is most common *Use reports to determine optimal frequency/time When to send & post? © 2016 Constant Contact, Inc
  22. 22. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  23. 23. Content is all about them; not you 80% Valuable content Sounds like: “3 common mistakes on your taxes” Sounds like: “Let us do your taxes!” 20% Promotion © 2016 Constant Contact, Inc
  24. 24. 24 Tutorial to weatherproof your bag in 5 min. Top 3 benefits to volunteering this summer We’re in your neighborhood! Find out where… How do I weatherproof my new golf bag? Can I set my own volunteer hours? Where can I find a map of your location(s)? …Into ContentTurn Questions… © 2016 Constant Contact, Inc
  25. 25. © 2016 Constant Contact, Inc Use content to create a subject line
  26. 26. The “EdgeRank” algorithm shows posts based on … 26 Facebook has an algorithm • Interest of your fans • The post’s performance among other users • Performance of your past posts • Type of post the users prefer • How recent the post is
  27. 27. You don’t have to do it alone: use resources Interviews or testimonials Social media Blogs Special guests Survey results Industry news © 2016 Constant Contact, Inc
  28. 28. ProTips • Be consistent • Match colors • Choose your tone Make it look like you © 2016 Constant Contact, Inc
  29. 29. Source:Constant Contact Data Reveals DirectCorrelation Between Email Campaign Effectiveness and Number of Images andText Lines Featured, 2015) Make it engaging with visuals & video ProTips • 3 or fewer images • Make images clickable • Videos under 90 seconds
  30. 30. Source
  31. 31. Make it mobile ProTips • Avoid multiple columns • Use larger font sizes • Limit your images © 2016 Constant Contact, Inc
  32. 32. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  33. 33. Take advantage of your 20% 20% Promotion © 2016 Constant Contact, Inc
  34. 34. © 2016 Constant Contact, Inc Your goals Call-to-action Actual results
  35. 35. © 2016 Constant Contact, Inc Narrow it down to 1 Use actionable language Stay above the scroll Create clickable buttons 3. Setting your goals Design an awesome call-to-action Emails with a single call-to-action increased clicks by 371%
  36. 36. © 2016 Constant Contact, Inc 3. Setting your goals Half MoonYoga Goal: Engage previous members to increase class attendance to an average of 10 attendees/per class over the next 3 months. Call-to-action: View the schedule
  37. 37. Source:Word Stream Buttons created a 45% boost in clicks
  38. 38. © 2016 Constant Contact, Inc © 2016 Constant Contact, Inc
  39. 39. © 2016 Constant Contact, Inc
  40. 40. Where does it go? 4. Choosing the right message © 2016 Constant Contact, Inc
  41. 41. © 2016 Constant Contact, Inc Where does your call-to-action go? © 2016 Constant Contact, Inc
  42. 42. © 2016 Constant Contact, Inc Where does your call-to-action go? © 2016 Constant Contact, Inc
  43. 43. © 2016 Constant Contact, Inc Where does your call-to-action go? © 2016 Constant Contact, Inc
  44. 44. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  45. 45. © 2016 Constant Contact, Inc Measure your success © 2016 Constant Contact, Inc
  46. 46. • 11 new volunteers • 500 attendees • 53 coupons claimed Measuring your goal
  47. 47. © 2016 Constant Contact, Inc Opens Industry averages: 8-28% Best Practices • Evaluate send day & time • Optimize subject line • Recognizable from name © 2016 Constant Contact, Inc
  48. 48. © 2016 Constant Contact, Inc Click-throughs Best Practices • Simplify your call-to-action • Format links to stand out • Sent targeted content Industry averages: 5-18% © 2016 Constant Contact, Inc
  49. 49. What types of posts are doing well Engagement metrics Who engages with your content 49 Use Facebook’s Insights tool to know what works for you When your fans are online
  50. 50. Agenda 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started © 2016 Constant Contact, Inc
  51. 51. © 2016 Constant Contact, Inc You can do this... ...and you can start today. © 2016 Constant Contact, Inc
  52. 52. Three simple steps… 1. Write your goal 2. Design a call-to-action 3. Measure the results © 2016 Constant Contact, Inc
  53. 53. © 2016 Constant Contact, Inc Grow with Constant Contact All the marketing tools you need together in one place.
  54. 54. © 2016 Constant Contact, Inc •You really can do this! We’re here to help. All the marketing tools you need together in one place. © 2016 Constant Contact, Inc
  55. 55. © 2016 Constant Contact, Inc Questions? Contact me LorraineBall@roundpeg.biz www.roundpeg.biz/blog Ready to get started? Sign up from the email link after the program

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