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, LinkedIn, Twitter, Instagram, Snapchat, Email, 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. Vanessa will show you how to make the most of the combination of email and social media for your business. By the time you leave, 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 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.” So, join us and start to build a plan that will help you grow your business by eliciting the responses you want from your customers!

1. Put the Power ofSocial Media + Email
to work forYour Business
Simple Marketing Strategy for Small Business

2. Vanessa Cabrera
www.vanessa-cabrera.com
Email: vanessa@vanessa-cabrera.com
Welcome

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

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

5. © 2017 Constant Contact, Inc
Your Advantage:
your authentic connection
with your audience

6. © 2017 Constant Contact, Inc
Build and expand relationships
Increase brand awareness
Grow your email list
Use social media to:

7. © 2017 Constant Contact, Inc
Engagement is the new word of mouth
1. Small business marketing today

8. My head hurts…
What’s the most
effective platform
I should use?

9. Photo
Sharing
Recorded
Video
Networking
Live
Video

10. B2B, B2C & Non-Profit
industries
1 time per day or week
Photos,Videos, Links
Industries:
What to Post:
Frequency:
Business benefit: Advertising
platform
Facebook

11. Food,Technology, Retail,
Household Products,
Entertainment
Photos, Links,Videos
Twitter
Industries:
What to Post:
Frequency:
Text limit: 280characters
5 to 7 times per day
Business benefit:Fastest way to
reach your audience, customer
service

12. LinkedIn
Industries:
What to Post:
Frequency:
Business benefit: Establish
expertise, network within your
industry
Mostly B2B
Studies, Guides,
Whitepapers,
Testimonials,Videos
3 or more times per week

13. Pinterest
Industries:
What to Post:
Frequency:
Business benefit: Increase
visibility, link to your website – helps
with SEO
Décor,Wedding, Fashion,
Food, Beauty, Photography
Images, Keywords, Links
At least 5 times per week

14. Instagram
Industries:
What to Post:
Frequency:
Business benefit:Provide
creative context and visual
inspiration to connect with customers
Food, Art,Travel, Fashion
Images, Hashtags,
InstagramVideo
2-3 times per day

15. My head STILL hurts…
What’s the most
effective platform
I should use?

16. Email
What is the #1 cell phone app?

17. ROI = $44 per $1 spent

18. 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

19. 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

20. What are you trying to achieve?
Increase
Reach New
Customers
Engage
Nurture
Drive Repeat
Business

21. Setting your goals
When will this be
accomplished?
What is your target?
Set real numbers
Who are you
trying to reach?

22. Write your own!
Example:
WHO: current/previous members
WHAT: average of 10 attendees/per class
WHEN: over the next 3 months

23. 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

24. © 2017 Constant Contact, Inc
of your Facebook fans
see you in their News Feed.
• of email
gets delivered to the inbox.
90%
2%

25. © 2017 Constant Contact, Inc
Email
Social
Media
73% more customer engagement57% more new customers39% more business referrals•=

26. Social Sharing

27. © 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?

28. 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

29. 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

30. …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. 3 Ways to Sell More
Tickets forYour Next
Event

31. Use content to create a subject line

32. You don’t have to do it alone: use resources
Interviews
or
testimonials
Social
media
Blogs
Special
guests
Survey
results
Industry
news

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

34. Make it engaging with visuals
ProTips
• 3 or fewer images
• Make images clickable
• Videos under 90
seconds

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

36. 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

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

38. Your goals
Call-to-action
Actual results

39. Buttons created a
45% boost
in clicks

40. © 2017 Constant Contact, Inc

41. © 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%

42. 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

43. © 2017 Constant Contact, Inc
Where does it go?
4. Choosing the right message

44. © 2017 Constant Contact, Inc
Where does your call-to-action go?

45. © 2017 Constant Contact, Inc
Where does your call-to-action go?

46. © 2017 Constant Contact, Inc
Where does your call-to-action go?

47. 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

48. © 2017 Constant Contact, Inc
• Opens
• Clicks
• Event registrants
• Completed forms
• Coupons
Measure your
success

49. • 11 new volunteers • 500 attendees • 53 coupons claimed
Measuring your goal
© 2017 Constant Contact, Inc

50. © 2017 Constant Contact, Inc
Opens
Industry averages: 18-23%
Best Practices
• Evaluate send day & time
• Optimize subject line
• Recognizable from name

51. © 2017 Constant Contact, Inc
Click-throughs Best Practices
• Simplify your call-to-action
• Format links to stand out
• Sent targeted content
Industry averages: 3-18%

52. 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

53. © 2017 Constant Contact, Inc
Four simple steps…
1. Choose social media platform
2. Determine your goal
3. Design a call-to-action
4. Measure the results

54. Questions