Email and social

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Many small businesses and organizations find themselves seeking the right strategies, tools and tactics to make their marketing efforts as effective as possible. But between Facebook and Twitter, email and mobile, and whatever new social network is rolling out that month—there’s a lot to keep up with. And there are only so many hours in each day. The number of possibilities can feel overwhelming. This session will help make sense of the noise. In this session I show you how to make the most of the combination of email and social media for your business. When the session is done you’ll have a greater understanding of marketing basics like goals and objectives. You’ll learn what a “campaign” is and what to write about and offer in that campaign. You’ll be given some simple but powerful tips for how to get your messages opened and read, shared and socially visible. And you’ll see that there are some great tools you can use to help engage with your existing customers and supporters as well as expand your reach to new prospects. Throughout the session you’ll be given opportunities to capture your own ideas and build out the framework of your own “next great campaign.”

Marketing

Vanessa Cabrera
www.vanessa-cabrera.com
Email: vanessa@vanessa-cabrera.com
Welcome
Questions after the event?
@vanessacabrera
© 2017 Constant Contact, Inc

Agenda
© 2017 Constant Contact, Inc
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

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Engagement is the new word of mouth
1. Small business marketing today

© 2017 Constant Contact, Inc
That’s a lot of options…
What’s the most
effective platform
I should use?

© 2017 Constant Contact, Inc
Email
© 2017 Constant Contact, Inc
What is the #1 cell phone app?

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
ROI = $44 per $1 spent

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Why Email Still Reigns
• You do not OWN your social media
followers
• We’re at the mercy of social media
• No one logs on to Facebook to be sold
to
• You get leads through social media
you SELL via Email

© 2017 Constant Contact, Inc
What are you trying to achieve?
Increase
Reach New
Customers
Engage
Nurture
Drive Repeat
Business

© 2017 Constant Contact, Inc
Setting your goals
When will this be
accomplished?
What is your target?
Set real numbers
Who are you
trying to reach?

© 2017 Constant Contact, Inc
Write your own!
Example:
WHO: current/previous members
WHAT: average of 10 attendees/per class
WHEN: over the next 3 months

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
of your Facebook fans
see you in their News Feed.
• of email
gets delivered to the inbox.
90%
2%

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Email
Social
Media
73% more customer engagement57% more new customers39% more business referrals•=

© 2017 Constant Contact, Inc
Social Sharing

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
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?

© 2017 Constant Contact, Inc
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

© 2017 Constant Contact, Inc
…Into ContentTurn Questions…
1. Do I get to deduct mileage I
drive from work to home each
day?
2. What’s a simple way to
pick the right wine?
3. How do I get more people
to show up at my events?
1. Answers toYourTop 3
Mileage Deduction
Questions
2. Red or White? 5 Simple
Wine-PairingTips
3. 10Ways to Sell More
Tickets forYour Next
Event

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Use content to create a subject line

© 2017 Constant Contact, Inc
You don’t have to do it alone: use resources
Interviews
or
testimonials
Social
media
Blogs
Special
guests
Survey
results
Industry
news
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc
ProTips
• Be consistent
• Match colors
• Choose your tone
Make it look like you
Website
Email
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc
Make it engaging with visuals
ProTips
• 3 or fewer images
• Make images clickable
• Videos under 90
seconds

© 2017 Constant Contact, Inc
Make it mobile
ProTips
• Avoid multiple columns
• Use larger font sizes
• Limit your images
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc
Take advantage of your 20%
20%
Promotion
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Your goals
Call-to-action
Actual results

© 2017 Constant Contact, Inc
Buttons created a
45% boost
in clicks

© 2017 Constant Contact, Inc
© 2016 Constant Contact, Inc

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Narrow it down to 1
3. Setting your goals
Design an
awesome
call-to-action
Emails with a single
call-to-action
increased clicks by
371%

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
3. Setting your goals
Half MoonYoga Goal:
Engage current/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

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Where does it go?
4. Choosing the right message

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Where does your call-to-action go?
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
• Opens
• Clicks
• Event registrants
• Completed forms
• Coupons
Measure your
success
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc
• 11 new volunteers • 500 attendees • 53 coupons claimed
Measuring your goal
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Opens
Industry averages: 18-23%
Best Practices
• Evaluate send day & time
• Optimize subject line
• Recognizable from name
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Click-throughs Best Practices
• Simplify your call-to-action
• Format links to stand out
• Sent targeted content
Industry averages: 5-18%
© 2017 Constant Contact, Inc

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
You can do this...
...and you can start today.

© 2017 Constant Contact, Inc© 2017 Constant Contact, Inc
Three simple steps…
1. Write your goal
2. Design a call-to-action
3. Measure the results

(Did She REALLY say $10?)
YES!
(NoWay!)
SERIOUSLY.

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Ignored or Engaging? How are your subject lines working, or NOT working to capture the attention and interest of your audience? This fast-paced seminar will take a deeper dive into the mechanics of truly effective subject lines. I'll cover the three keys that make or break your subject line (and how short your window really is..). What works, and what does NOT work in capturing your readers’ attention. Length, brand, urgency and offers. How to make them work for your subject lines. Before and after examples that make it crystal clear how to improve your results. Get their attention, get in the door, and get the response you desire. Whether you are trying to get read, realize revenue, increase your reach or inspire referrals, your subject lines are a key to your success!

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Many small businesses and organizations find themselves seeking the right strategies to make their marketing efforts as effective as possible. But, with so many different marketing activities that they could focus on, they often miss some of the important marketing concepts that will help them understand why those activities are so important. This presentation is designed to uncover some of those core concepts and show that a little bit of marketing knowledge can go a long way.

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3. Agenda © 2017 Constant Contact, Inc 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

4. Agenda © 2017 Constant Contact, Inc 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

9. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Why Email Still Reigns • You do not OWN your social media followers • We’re at the mercy of social media • No one logs on to Facebook to be sold to • You get leads through social media you SELL via Email

10. Agenda © 2017 Constant Contact, Inc 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

14. Agenda © 2017 Constant Contact, Inc 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

18. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc 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?

19. Agenda © 2017 Constant Contact, Inc 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

21. © 2017 Constant Contact, Inc …Into ContentTurn Questions… 1. Do I get to deduct mileage I drive from work to home each day? 2. What’s a simple way to pick the right wine? 3. How do I get more people to show up at my events? 1. Answers toYourTop 3 Mileage Deduction Questions 2. Red or White? 5 Simple Wine-PairingTips 3. 10Ways to Sell More Tickets forYour Next Event

27. Agenda © 2017 Constant Contact, Inc 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

33. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc 3. Setting your goals Half MoonYoga Goal: Engage current/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

38. Agenda © 2017 Constant Contact, Inc 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

41. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Opens Industry averages: 18-23% Best Practices • Evaluate send day & time • Optimize subject line • Recognizable from name © 2017 Constant Contact, Inc

42. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Click-throughs Best Practices • Simplify your call-to-action • Format links to stand out • Sent targeted content Industry averages: 5-18% © 2017 Constant Contact, Inc

43. Agenda © 2017 Constant Contact, Inc 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

46. (Did She REALLY say $10?) YES! (NoWay!) SERIOUSLY.

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