Ellen Williams from Constant Contact's Webinar explaining "What Every Small Business Should Know" about Customer Relationship Engagement

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CUSTOMER ENGAGEMENT

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Ellen Williams
Regional Development Director
Constant Contact, Inc.
edepasqualel@constantcontact.com
Facebook.com/CCNYMetroNorthEast
@Ellen_NY_CTCT

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Ideal Customers
● Who are they?
● Where are they?
● How do you reach and engage with
them?

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Who are they?

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the 5 buckets
raving
fans
customers &
members prospects suspects
disinterested

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traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)

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Your customers’ friends
are your next best
prospects.

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Where are they?

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42%
Source: Litmus, “Email Client
Market Share,” April 2012

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1,000,000,000
+
active users
500,000,000
+
daily users

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300,000,000
+
active users51%
follow companies, brands or
products on social networks

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81%
of B-2-B marketers are using LinkedIn
33% | 52%
Nonprofits and Associations
using LinkedIn

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Facebook LinkedIn InstagramTwitter Pinterest Youtub
e
How do you reach and engage with
them?

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2012 Neilson Global Trust in Advertising + Brand Messages

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ENGAGEMENT
the new word-of-mouth is

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Reach and engage
discussion
information
sharing
event invites +
updates
offers +
promotions
fundraising
build your
network

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WHAT DO I WRITE ABOUT
● what you know that they don’t
● what you have access to that
they don’t
● “original” isn’t required… just
be interesting and relevant

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HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
42%

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EMAIL IS HARD TO BEAT
● lots of physical,
measurable
response
● easy to brand with
colors + logos
● helps to measure
and monetize social
media

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1. divide your list into 3
groups of people
2. select three days in the
week to test
3. send your e-mail, watch
for best response
FIND YOUR BEST DAY

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FIND YOUR BEST TIME
4. use same 3 groups
of people
5. select three times on
the day with the best
results
6. send email at 3
different times of day

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WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!

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PHYSICAL, MEASURABLE RESPONSE
click or
download
come to
the store
or office
schedule
a session
donate call
@Ellen_NY_CTCT

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● 35 - 67% of people don’t see images by default
● text links get more clicks than buttons
● place your logo left or center in email
● include company name in text
● key action must be above scroll line
● do not give too many choices
● make all images clickable (and with text labels)
PRACTICAL ADVICE

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WHEN TO SEND & POSTSEND & POST FREQUENCY
● for social media
● 3-5 times a week is plenty
● use automated tools to help
● for email
● monthly is most common
● when are they likely to take action?

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relevant
appropriate
qualified!

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SMALL5 likes 3 shares
4 comments2
11
3
2
4
1
6
213 3
is big!
Engagement
happens in
small doses.
(and happens over time)

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YOU CAN DO THIS.
AND YOU CAN START WITH A SMALL NETWORK

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Questions?

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Don’t miss our next Webinar:
● David Adler, CEO of BIZBASH will be
speaking about EVENT MARKETING
● September 19th
at 2pm (EST)

32. © 2013
Ellen Williams
Regional Development Director
Constant Contact, Inc.
edepasqualel@constantcontact.com
Facebook.com/CCNYMetroNorthEast
@Ellen_NY_CTCT
Find us online:
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twitter.com/FrontierCorp
www.linkedin.com/company/163906?trk=tyah