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Similar to Low (or no) Cost Marketing: Facebook Groups, Email Drip Campaigns, and Referral Rewards
Low (or no) Cost Marketing: Facebook Groups, Email Drip Campaigns, and Referral Rewards
- 1. Low (or No)Cost Marketing
- 2. Hello! We are NatallieYoung and Johanna Goode We are here because we love helping races. You can find us at: johanna@runsignup.com natallie@runsignup.com
- 3. Today’s Topics ▷ What’sDifferent Now How to build a community ▷ Social Marketing with Facebook and Groups: Engagement as marketing ▷ Referral Rewards: Best practice, tips & tricks ▷ Drip Campaigns: Repeat (and repeat) your priorities ▷ Evaluating Success: Understanding Insights
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- 5. Social has alwaysbeen important to races, so what’s different now? Social distancing leads to desire to connect Internet hits up 50-70% Lack of competition Gyms are closed or limited Life Has Moved online Sensitivity around Advertising Potential for new runners Facebook usage spiked 50% Facebook Ad Prices are low (but rising)
- 6. Social Marketing with Facebookand Groups
- 7. Pages ➢ Official, permanent Facebookpresence for your brand ➢ Source for news and updates ➢ Allows paid advertising through boosted posts and standalone ads Facebook: Pages, Events, and Groups Events ➢ Temporary, date-based representation of your event ➢ Created by, and linked to, your page ➢ Duplicate important information from your page ➢ Paid advertising through event boosting Groups ➢ Online communities of users interested in a common topic ➢ Can be linked to your page, with your page interacting like a person
- 8. If you onlyhave a little money to spend, Facebook ads from your page can be the most effective ➢ Graphics matter. Canva is a good free tool, with low-cost access to more design elements and photos. ➢ Drive traffic to registration, not your Facebook page to encourage immediate action ➢ Use strong calls to action (I.E., time-limited deals) Facebook Pages: Branding and Ads
- 9. ➢ Be intentionalabout your audience. ○ If your event is location-specific or tied to a community, target a geographic area ■ Scott Coffee spent $100 on local ads and picked up 28 registrations - a Cost-per-Acquisition of about $3.57 ○ Use a targeted list of previous participants or a Lookalike audience to target Facebook Users similar to your previous participants (Promotion >> Facebook Custom Audiences) ○ Use CRM list of previous participants from FB ➢ For easiest, use, enable Automatic Placements when you boost a post ○ For more advanced users, Ad Manager allows more granular placement Facebook Ads: Best Practices
- 10. Facebook Events: Get onthe Calendar ➢ People rely on calendars to organize their lives - and calendars are empty right now ➢ If you partner with a separate organization or nonprofit, add them as a co-host so the event is also highlighted to followers of their page ➢ Easier for participants to share information with their friends
- 11. Side note aboutCalendars: Calendars are empty. - Local media are keeping virtual event calendars - Add your event to aggregators like EVVNT.com for increased exposure
- 12. Why People TrustGroups ➢ Facebook’s algorithm prioritizes groups ➢ No ads in groups ➢ More open to engagement and conversation ○ Marketing comes from the group, not the organizer ➢ Creates a meeting space for people from around the country ➢ Keeps people engaged over a longer period of time ○ For one-day races, pair a group with a training team ○ For Challenge or Virtual Events, prompt people to share their progress with local photos and stories Facebook Groups: Social Connection
- 13. Facebook Groups: Marketing One-Time Events ➢Include a training program to give people a reason to engage during the lead-up to the event ➢ Build a group that encompasses multiple events (I.E., a full series or all the events your company hosts) and use the camaraderie to encourage registering in the next event Long-Term Virtual or Challenge Events ➢ Build a group specifically for the event. ➢ Encourage posting of milestones, not just finishes. ➢ Prompt posting of where in the country (or world) they are running
- 14. Facebook Groups: Tips forSuccess ➢ Your voice is important. Keep it personal, not corporate ➢ Videos are powerful ➢ Promote the group in emails/marketing ➢ Numbers are good; engagement is better ➢ Moderate for positivity: people come for encouragement ➢ Pictures are popular. Encourage scenery from participant’s unique locations ➢ A large event will sustain a group on it’s own. For a smaller event, tie together more events to allow you to grow over time for ➢ Race Directors HQ has a free (for now) course on using Facebook Groups for Marketing
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- 16. ➢ 30% ofparticipants join teams when they are available ○ This is steady post-Coronavirus ➢ Why teams now? ○ Reason for “group” activity like creating t-shirts ○ Connects family and friends who can’t travel to see each other ○ Depending on local restrictions, allows for celebration in safe group size ○ Extra motivation to actually finish a virtual race Taking Groups Offline Participants >> Groups/Teams >> Setup
- 17. ““If you wantto be on a team, once you hit that 5-member mark, the original four members will get their $5 discount, and then anybody else that registers receives that $5 discount. That’s a huge hit, and the way the system handles it is beautiful. I don’t have to do anything - you set it up once, and it works automatically. It’s been highly successful because it encourages people to bring their friend, bring their family. We have people that sign up ten people just because they want them on their team.” - Trish Portuese, Championship Racing Automated refunds and discounts incentivize participants to grow their teams. Participants >> Groups/Teams >> Pricing
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- 19. Back in 2018,we declared that 100% of RunSignup employees recommend referral rewards as the most efficient marketing tool. And now... Referral Rewards Time Period % of Registrations from Referrals % of Registration Amount from Referrals Jan-Dec 2019 6% 7% February 2020 7% 7% March 2020 7% 8% April 2020 15% 20% May 2020 23% 28% Impact of Referrals
- 20. Virtual races havea HUGE social component to them! ➢ Do something “together” from anywhere Do you know what’s more fun than running around your neighborhood by yourself? Running “with” Friends/family, in matching virtual gear, and then showing off your bling! Referrals and Virtual
- 21. ➢ Your participantsare the most effective advocates for your race. ➢ Incentivize your participants to refer their friends & family by rewarding them with refunds, swag, and recognition. Why and How
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- 23. Repeat your ReferralMessage ❖ REFERRAL REFUNDS: Use them! ❖ SWAG REWARDS: Stacking referral refunds with swag rewards will prompt your registrants to keep referring friends - even after they have earned a referral refund ❖ SOCIAL SHARING SETTINGS: Customize the text and images prompt referrals and sharing on social media ❖ REG-FOLLOWUP EMAILS: Use registration follow up emails to remind people to refer their friends ❖ WANT TO LEARN MORE? Go to RunSignup.com/swag to watch our referral and swag rewards webinar.
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- 25. Why Email ➢ Emailcan be personalized using replacement tags and targeted lists ➢ Email reinforces your desired actions (referring friends, fundraising for your cause, etc) ➢ Email results are easily tracked through RaceInsights Globally, email opens have increased 6-10% since March 2020, with Clicks jumping 20-24%.
- 26. Automating Email Enable automatedemails at Email Marketing >> Automated Emails
- 27. Registration Follow-Ups: Build YourOwn Drip Campaigns ➢ Set up a series of emails to highlight your main calls to action. ➢ Set your priorities and keep your messaging concise and consistent. ➢ Don’t send too many emails!
- 28. Drip Campaign Messaging Hi%FIRST_NAME%, Make RaceDay even more fun by sharing the day (remotely) with your friends and family! When 5 people SignUp using your unique link, you’ll get your registration fee refunded. Refer more friends for even more rewards! Share your unique link: %REGISTRATION_REFERRAL_CODE_LINK % Drip Campaign: REFERRAL REWARDS Hi %FIRST_NAME%, Your registration fee gets you to the start line; your fundraising gets us all to the finish link - a world without cancer! Share your unique fundraising link with family and friends and make an impact today! %FUNDRAISER_LINK% Drip Campaign: FUNDRAISING
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- 30. RaceInsights Analytics Evaluate thesuccess of your marketing and optimize your campaigns ● Google Analytics built for races. ● Custom source tracking to measure ROI on all paid and unpaid marketing. ● Generate different views to dig into demographics, registrations, and promotion.
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- 32. Automated Emails Tracking ofall emails in the system, including automated emails, is a quick way to evaluate some impact.
- 33. Custom Source Tracking Customsource tracking allows you to create a unique link that you can use for specific marketing actions to track their results. RaceInsights will then show that specific source and the registrations, transactions, donations, and page views from that marketing action. Promotion -> Source Tracking -> Source Tracking Codes
- 34. Custom Source Tracking UseCustom Source Tracking Links for: ➢ Facebook ads and posts ➢ Sponsor support of the event ➢ Email sends not from RunSignup ➢ Email blasts from outside groups like a marketing agency or a local gym ➢ Add dollar amounts for the campaign to track the ROI of specific action
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- 36. Other Reporting Sources Whereelse can you find simple, low-cost methods for tracking marketing efforts? On RunSignup ➢ Email Marketing >> Email Reports >> Sendgrid Reports ➢ Promotion >> Referral Tracking >> Refund Report ➢ Dashboard >> Promotion >> Loyalty Off RunSignup ➢ Facebook Insights (organic posts) ➢ Facebook Ads Manager (paid posts) ➢ Google Analytics ➢ Email Marketing platform ➢ Instagram Metrics
- 37. Thanks! Any questions? You canfind me at: @username user@mail.me 37