This session will teach you how to make the most of the combination of email and social media for your business and gain a greater understanding of marketing basics like goals and objectives. You’ll learn what a “campaign” is and you’ll walk away with simple yet powerful tips to get your messages opened and read, shared and socially visible.

1. © 2013
grow your business
Grow Your Business
with Email & Social Media
simple marketing strategy
for small business & nonprofits

2. © 2013
grow your business
Vanessa Cabrera
President
Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
yoursocialmediamentor@gmail.com
facebook.com/yoursocialmediamentor
@vanessacabrera

3. © 2013
grow your business
4
Grow with Constant Contact
Get results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
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& Promotions
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& Surveys

4. © 2013
grow your business
Facebook LinkedIn
Instagram
Twitter
Pinterest Youtube
44%
grow your business
title[intro]marketinggoals&objectivescampaigns&channelsresults

5. © 2013
grow your business
traditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
marketing has changed
titleintro[marketing]goals&objectivescampaigns&channelsresults

6. © 2013
grow your business
engagement is the new word of mouth
titleintro[marketing]goals&objectivescampaigns&channelsresults

7. © 2013
grow your business
you have an advantage
you can be your authentic self
titleintro[marketing]goals&objectivescampaigns&channelsresults

8. © 2013
grow your business
forward +
share
your new best friends are
titleintro[marketing]goals&objectivescampaigns&channelsresults

9. © 2013
grow your business
at its core, marketing is about
eliciting a physical and measureable
response
titleintro[marketing]goals&objectivescampaigns&channelsresults

10. © 2013
grow your business
goals
marketing
• reach new customers
• drive repeat business
• nurture leads
• engage members and advocates
• increase donations
titleintromarketing[goals&objectives]campaigns&channelsresults

11. © 2013
grow your business
objectives
get more specific with
drive
donations
this month
deliver content
to tradeshow
leads
fill seats
on a
Sunday
night
titleintromarketing[goals&objectives]campaigns&channelsresults

12. © 2013
grow your business
one at a time
try to think about just
what action would people take?
can you measure it?
fill seats
on a
Sunday
night
titleintromarketing[goals&objectives]campaigns&channelsresults

13. © 2013
grow your business
campaign?
what is a
PULL{response}
PUSH {content}
titleintromarketinggoals&objectives [campaigns&channels]results

14. © 2013
grow your business
discussions
information
sharing
event invites +
updates
offers +
promotionsfundraising
build your
network
for all
of your new
subscribers
campaigns
types of
titleintromarketinggoals&objectives [campaigns&channels]results

15. © 2013
grow your business
• 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
what do I write about
titleintromarketinggoals&objectives [campaigns&channels]results

16. © 2013
grow your business
less
is more.
44%
focus.
how much is enough
titleintromarketinggoals&objectives [campaigns&channels]results

17. © 2013
grow your business
a picture is worth…
titleintromarketinggoals&objectives [campaigns&channels]results

18. © 2013
grow your business
• pictures get 47% more
click-through activity than
content without images,
but…
• …don’t over-rely on
images
• be sure to use text labels
in case images aren’t
displayed by the
recipient’s mail program
• remember: your content is
viewed on mobile
devices…
a picture is worth…
titleintromarketinggoals&objectives [campaigns&channels]results

19. © 2013
grow your business
use
images
carefully!
29
titleintromarketinggoals&objectives [campaigns&channels]results

20. © 2013
grow your business
repurpose + reuse
titleintromarketinggoals&objectives [campaigns&channels]results

21. © 2013
grow your business
offers
examples of
discounts
discounts
• 20% off through
Thursday
• Buy one, get two
• 1+1 = Fun (one
for you, one for
a friend)
downloads
downloads
• 5 Tips for
Better Gardens
• Quickstart
Guide
• 7 Mistakes to
avoid in your
tax preparation
support
a cause
support• Help today and receive
exclusive access!
• Donate today for a
chance to join us!
• Join today and receive
our Friends + Family
discounthints + tips
hints +
tips
• Mobile-friendly in 8
simple steps
• Top Trends in Front- of-
House Operations
• DIY Precision
Instrument
Maintenance
B2B services
B2B
services
• Newsletter review
with every consult
• Save 30% on initial
consultation
• 3 coaching
sessions for price
of 2
event invites +
updates
event
invites
+ updates
• Register now,
save 20%
• 2-for-1 tix: register
yourself, bring a
friend for free!
• 10 VIP seats left at
standard price!
titleintromarketinggoals&objectives [campaigns&channels]results

22. © 2013
grow your business
got pics?
some channels thrive on visuals
titleintromarketinggoals&objectives [campaigns&channels]results

23. © 2013
grow your business
post + video = 100% more engagement
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
got pics?
titleintromarketinggoals&objectives [campaigns&channels]results

24. © 2013
grow your business
which channels matter?
• depends on your audience
and what you want them to do
titleintromarketinggoals&objectives [campaigns&channels]results

25. © 2013
grow your business
email + social
you have to use both
amplify
your email
drive traffic back to
your list, email, etc.
titleintromarketinggoals&objectives [campaigns&channels]results

26. © 2013
grow your business
email + social
amplify
your email
drive traffic back to
your list, email, etc.
titleintromarketinggoals&objectives [campaigns&channels]results

27. © 2013
grow your business
email + social
amplify
your email
drive traffic back to
your list, email, etc.
titleintromarketinggoals&objectives [campaigns&channels]results

28. © 2013
grow your business
email + social
amplify
your email
drive traffic back to
your list, email, etc.
titleintromarketinggoals&objectives [campaigns&channels]results

29. © 2013
grow your business
• who is it “from?”
• what’s the “subject?”
• when do you send your communication?
now, later or never
three little words that rule your world
titleintromarketinggoals&objectives [campaigns&channels]results

30. © 2013
grow your business
how will you be most recognizable?
who is it from?
winning the battle of priorities
titleintromarketinggoals&objectives [campaigns&channels]results

31. © 2013
grow your business
look great
brand consistency
titleintromarketinggoals&objectives [campaigns&channels]results

32. © 2013
grow your business
SECONDS WORDS TODAY
subject or headline
winning the battle of priorities
titleintromarketinggoals&objectives [campaigns&channels]results

33. © 2013
grow your business
subject or headline
winning the battle of priorities
[don’t do this] October Newsletter
[do this instead] 4 new craft beers just arrived – Oktoberfest is here!
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] ALERT: help your dog beat the heat this summer
[don’t do this] Children’s Classes
[do this instead] Limited Spaces available for Children’s Classes
titleintromarketinggoals&objectives [campaigns&channels]results

34. © 2013
grow your business
• 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
the action you want?
when to send or post
titleintromarketinggoals&objectives [campaigns&channels]results

35. © 2013
grow your business
divide your list into
3 groups of people
select three days in the
week to test
send your e-mail, watch for
best response
find your best day
1
2
3
titleintromarketinggoals&objectives [campaigns&channels]results

36. © 2013
grow your business
use same 3 groups of
people
select three times on the
day with the best results
send email at 3 different
times of day, note time
with best results
find your best time
4
5
6
titleintromarketinggoals&objectives [campaigns&channels]results

37. © 2013
grow your business
best day best time
when to send or post
titleintromarketinggoals&objectives [campaigns&channels]results

38. © 2013
grow your business
practical advice
• 67% 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)
test it on yourself!
(and on your mobile device)
titleintromarketinggoals&objectives [campaigns&channels]results

39. © 2013
grow your business
practical advice
titleintromarketinggoals&objectives [campaigns&channels]results
Invite engagement – ask questions!
• When Fans are asked to like a post, there is a 3x higher like rate than when
not asked to like it.
• When Fans are specifically asked to comment on a post, there is a 3.3x
higher comment rate than when they are not asked to comment.
• When Fans are asked to share a post, the share rate is 7x higher than those
posts not asking for Fans to share.

40. © 2013
grow your business
practical advice
• show the personality of
your organization
• plan ahead, but be
flexible
• check your insights –
note who’s reading,
sharing, posting
• drive audience to your
email list sign-up
• use images…but use
them carefully
experiment!
(start small and build)
titleintromarketinggoals&objectives [campaigns&channels]results

41. © 2013
grow your business
at its core, marketing is about
eliciting a physical and measureable
response
titleintromarketinggoals&objectivescampaigns&channels [results]

42. © 2013
grow your business
click or
download
come to
the store
or office
schedule
a session
donate call
results = measurements of actions
titleintromarketinggoals&objectivescampaigns&channels [results]

43. © 2013
grow your business
results = measurements of actions
titleintromarketinggoals&objectivescampaigns&channels [results]

44. © 2013
grow your business
• lots of physical, measurable
response
• easy to brand with colors + logos
• helps to measure and monetize
social media
• provide lots of great coaching and
direction
tools you need
email marketing providers are hard to beat
titleintromarketinggoals&objectivescampaigns&channels [results]

45. © 2013
grow your business
tools to expand your reach
Simple Share tool
titleintromarketinggoals&objectivescampaigns&channels [results]

46. © 2013
grow your business
• at register
• with the check at end of
the meal
• on registration forms
tools to expand your list
offline
titleintromarketinggoals&objectivescampaigns&channels [results]

47. © 2013
grow your business
• Join My Mailing List
(app for website,
Facebook, etc)
tools to expand your list
online
titleintromarketinggoals&objectivescampaigns&channels [results]

48. © 2013
grow your business
tools to expand your list
apps
Scan to Join™
from Constant Contact
Text to Join™
from Constant Contact
titleintromarketinggoals&objectivescampaigns&channels [results]

49. © 2013
grow your business
monitor
+
schedule
this is easy. really.
low cost tools save you time & energy
titleintromarketinggoals&objectivescampaigns&channels [results]

50. © 2013
grow your business
be yourself.
titleintromarketinggoals&objectivescampaigns&channels [results]

51. © 2013
grow your business

52. © 2013
grow your business
Thank You
Call:
847.331.0659
want more help?
CALL YOUR MENTOR
(and please take a moment to fill out your form!)
yoursocialmediamentor@gmail.com
facebook.com/yoursocialmediamentor
@vanessacabrera