Download to read offline
![SUBJECT OR HEADLINE
winning the battle of priorities
$5 free to be naughty…or nice? [burrito restaurant chain]
Low Cost + High Value = Good News [B2B marketing services provider]
Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]
$5 for your thoughts? [survey request from pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
43
© 2013](https://image.slidesharecdn.com/newgrowyourbusinesswithvisualshfmar13-130313164912-phpapp02/85/GHOST-PARTNER-Grow-your-Business-with-Email-and-Social-Media-Marketing-37-320.jpg)
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GHOST PARTNER: Grow your Business with Email and Social Media Marketing
The document provides a marketing strategy and framework for small businesses to grow their business using email and social media. It outlines a three step process: 1) Set marketing goals and objectives, 2) Run campaigns on relevant channels, and 3) Get measurable results. It discusses defining goals and specific, measurable objectives. It also covers types of campaigns, best channels, tools for building email lists and expanding reach on social media, and tips for writing subject lines and scheduling posts and emails. The overall strategy emphasizes the importance of defining objectives and metrics to measure the impact of marketing campaigns across multiple channels.
GHOST PARTNER: Grow your Business with Email and Social Media Marketing
- 1. Grow Your Business withEmail & Social Media simple marketing strategy for small business © 2013
- 2. Howard Flint |president Ghost Partner | Roswell, GA – Content Creation and Managed Marketing Howard@GhostPartner.com /GhostPartner @GhostPartner © 2013
- 3.
- 4. Grow with ConstantContact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey Send personalized Manage your events Turn fans into customers Reward loyal customers Get found by millions Transform your email newsletters and online: send invites, with coupons, downloads, with shareable local deals online and manage communications into expand your audience create an event and contest on Facebook and capture contact your business info conversations with with our list-building homepage, and and get new likes and info every time across the web, all online surveys and tools. promote registration. email sign-ups. you sell. from one place. polls. 5 © 2013
- 5. Facebook LinkedIn Twitter Pinterest Instagram YouTube GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 6 © 2013
- 6. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 7 © 2013
- 7. 38% Source: Litmus, “Email Client Market Share,” April 2012 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 8 © 2013
- 8. MARKETING HAS CHANGED traditional marketing new marketing find find convert convert keep keep “Flip The Funnel: Retention is the New Acquisition” -- Joe Jaffe (@jaffejuice) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 9 © 2013
- 9. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 10 © 2013
- 10. the new word-of-mouthis ENGAGEMENT GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 11 © 2013
- 11. you have anadvantage you can be your authentic self GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 12 © 2013
- 12. is it ENOUGH tojust look good? GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 13 © 2013
- 13. at its core,marketing is about eliciting a physical and measureable RESPONSE GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 14 © 2013
- 14. an agenda andframework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 16 © 2013
- 15. marketing GOALS •reach new customers •drive repeat business •nurture leads •engage members and advocates •increase donations GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 17 © 2013
- 16. get more specificwith OBJECTIVES drive deliver fill seats donations content to on a this month tradeshow Sunday leads night GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 18 © 2013
- 17. try to thinkabout just ONE AT A TIME what action would people take? can you measure it? fill seats on a Sunday night GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 19 © 2013
- 18. capture your ideas EXERCISE » write down at least one objective • you have space for three » consider this for each objective you wrote down… • what does success look like? • be as specific as you can GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 24 © 2013
- 19. an agenda andframework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 25 © 2013
- 20. what is a CAMPAIGN? PUSH PULL {content} {response} GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 26 © 2013
- 21. types of CAMPAIGNS discussion offers + promotions information sharing build your event invites + network updates fundraising GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 27 © 2013
- 22. WHAT DO IWRITE 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 28 © 2013
- 23. HOW MUCH ISENOUGH LESS IS MORE. 38% FOCUS. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 29 © 2013
- 24. WHAT DO IWRITE ABOUT GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 30 © 2013
- 25. WHAT DO IWRITE ABOUT • repurpose + reuse GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 31 © 2013
- 26. EXAMPLES OF OFFERS discounts downloads B2B services hints + tips event support invites a cause GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 32 © 2013
- 27. GOT PICS? somechannels thrive on visuals GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 33 © 2013
- 28. 38% GOT PICS? 100% more engagement post + video = post + picture = 120% more engagement post + photo album = 180% more engagement Source: Facebook, “Best Practices for your Page and media strategy” (March 2012) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 34 © 2013
- 29. WHICH CHANNELS MATTER? • depends on your audience and what you want them to do GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 35 © 2013
- 30. EMAIL you haveto use both + SOCIAL amplify your email drive traffic back to your list, email, etc. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 36 © 2013
- 31. capture your ideas EXERCISE » select 1 or 2 campaign types you might want to try (you can choose more later) » what might you write about and/or offer? • what action would people take? » which channels make sense for each? • you can always change later, but decide now which ones you want to try GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 37 © 2013
- 32. NOW, LATER ORNEVER three little words that rule your world • who is it “from?” • what’s the “subject?” • when do you send your communication? GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 38 © 2013
- 33. WHO IS ITFROM? winning the battle of priorities how will you be most recognizable? CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM” GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 39 © 2013
- 34. LOOK LIKE YOU brandconsistency DigitalColor Meter installed on Macs colorcop.net search “Pixeur” GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 40 © 2013
- 35. LOOK GREAT brand consistency GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 41 © 2013
- 36. SUBJECT OR HEADLINE winningthe battle of priorities SECONDS WORDS TODAY GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 42 © 2013
- 37. SUBJECT OR HEADLINE winningthe battle of priorities $5 free to be naughty…or nice? [burrito restaurant chain] Low Cost + High Value = Good News [B2B marketing services provider] Daily Alert – “Bunnies are Evil” [on-line t-shirt printer] $5 for your thoughts? [survey request from pet goods retailer] An Exclusive Look at Life on the Red Carpet [nonprofit event update] GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 43 © 2013
- 38. capture your ideas EXERCISE » use the 2-2-2 principle • write a good subject line or headline for each of your campaigns GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 44 © 2013
- 39. WHEN TO SEND & POST • 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? GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 45 © 2013
- 40. FIND YOUR BESTDAY 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 46 © 2013
- 41. FIND YOUR BESTTIME 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 GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 47 © 2013
- 42. WHEN TO SEND & POST best day best time GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 48 © 2013
- 43. PRACTICAL ADVICE • 67% don’t see images by • key action must be above default scroll line • text links get more clicks • do not give too many than buttons choices • place your logo left or • make all images clickable center in email (and with text labels) • include company name in test it on yourself! text (and on your mobile device) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 49 © 2013
- 44. capture your ideas EXERCISE » when will you send? • write down three days and times you want to test for your emails GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 50 © 2013
- 45. an agenda andframework for marketing that works 1 set marketing GOALS and OBJECTIVES 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 51 © 2013
- 46. at its core,marketing is about eliciting a physical and measureable RESPONSE GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 52 © 2013
- 47. RESULTS ARE MEASUREMENTSOF ACTIONS click or come to schedule donate call download the store a session or office GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 53 © 2013
- 48. TOOLS YOU NEED Emailmarketing is hard to beat • lots of physical, measurable response • easy to brand with colors + logos • helps to measure and monetize social media GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 54 © 2013
- 49. TOOLS TO EXPANDYOUR REACH • Simple Share tool GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 55 © 2013
- 50. TOOLS TO EXPANDYOUR REACH • social media buttons GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 56 © 2013
- 51. TOOLS TO BUILDYOUR LIST – OFFLINE • at register • with the check at end of the meal • on registration forms GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 57 © 2013
- 52. TOOLS TO BUILDYOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc) GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 58 © 2013
- 53. TOOLS TO BUILDYOUR LIST – APPS Scan to Join™ from Constant Contact Text to Join™ from Constant Contact GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 59 © 2013
- 54. CONSTANT CONTACT TOOLS GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES © 2013
- 55. THIS IS EASY.REALLY. low cost tools save you time & energy monitor + schedule GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 61 © 2013
- 56. BE YOURSELF. GOALS + INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY OBJECTIVES 62 © 2013
- 57. • Content Creationand Strategy • Managed Marketing Services • Social Media Marketing and Networking • Email Marketing • Search Engine Optimization • Content Optimization and Website work • Search Engine Marketing 63 © 2013
- 58. Q&A Howard Flint |president Ghost Partner – Content Creation and Managed Marketing Howard@GhostPartner.com /GhostPartner @GhostPartner 65 © 2013
Editor's Notes
- #2 Welcome, and thank you for coming today…we’ve got a great session planned, with a little bit of marketing theory, a whole lot of practical marketing tips. This session is about how you can use email marketing and social media to grow your business or organization.[click to next slide]
- #3 Welcome, and thank you for coming today…we’ve got a great session planned, with a little bit of marketing theory, a whole lot of practical marketing tips. This session is about how you can use email marketing and social media to grow your business or organization.[click to next slide]
- #4 Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- #5 Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- #6 multi-product slide…could be swapped out for a different product-specific image, SP-related content, etc. – idea is that this is the chance for the presenter to “introduce” Constant Contact…
- #7 Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- #8 Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- #9 Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- #10 Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- #11 So I say again, clearly marketing and technology have changed. It used to be expensive and complicated. Today, it’s cost effective and pretty easy.Traditional marketing [click to build] used to be high cost, all about prospecting, reaching out to strangers – inbound and outbound marketing through direct mail, advertising and even websites and blogs.The NEW marketing has changed that.[click to build] First, it’s about providing your customers a WOW experience, and then leveraging that experience to get them[click to build] to be willing to connect with you (join your email list, follow you on Facebook) because they know that you’ll then engage them with content and other items of value to them.[click to build] With that engagement you also drive social visibility, which is the process by which you start to reach beyond your current customers and to a new audience.If you want to learn more about the concept and practice of Engagement Marketing (and many of today’s ideas are reflected in the concept of Engagement Marketing), [click to build] pick up a copy of the book, written by our CEO Gail Goodman. It has a lot of practical insights and advice into this core element of successful marketing.So, that’s one element of marketing…
- #12 (Maybe throw in the back fence from engagement slide here) We used to tell people over the back fence, nowWe tell everyone – our family, our friends, our colleagues, our clients, old high school boyfriends/girlfriends, grandparents, teens.We have flipped the funnel – it’s less about spending all of your time/money and energy finding new customers and more about fully engaging your existing happy customers and making it easy for them to tell others. The changes have leveled the playing field for smaller organizations to compete with the big boys….[click to next slide]
- #13 I love my job, I love this part of my job. Getting to talk to small businesses and nonprofits all the time. As small organizations,You actually have an advantage over “big business” that you may or may not be aware of – it is specific to your use of email and social media marketing. You have an advantage because you can be the face of the company, the person people associate with that business or organization.You can be your authentic self. Best Buy cannot do that. Pepsi cannot do that. Today we’re going to talk about someOf the ways you can leverage this advantage and also take some of the mystery out of online marketing strategies and how email and social media can help you grow your business.[click to next slide]
- #14 Your new best friends are the forward button on your emails, the share and retweet buttons on social mediaand [click to build] the social share bar – (show a social share bar, up close if possible, on a CTCT email). If you were to scroll to the bottom of this email you’d also see [click to build] buttons allowing readers to follow the business on three different social media channels.Let’s look closer at this example. It looks good, nice layout, graphics, etc…Is marketing simply looking good? Having a pretty email?No, clearly there’s more to it…you want to look good, but colors and pictures and branding alone aren’t what make it “marketing.”[click to next slide]
- #15 We finally come back to what got us started…this idea that marketing, at its core, is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, Like your Facebook page, etc. We discussed just discussed the different ACTIONS that you want your reader, follower, member to take.As you look back through what we’ve done today, you’ll see that we started by understanding this point first, and throughout the process of building out your plan we were never far away from the idea that the more specific you were with your thinking and the more focused you were on that end result the better able you’d be to evaluate the success of your efforts.[click to next slide]
- #16 Take a minute or two to do that, or capture any other ideas from our discussion about what marketing is and isn’t.Ready to move on? Let’s look now at those two elements from step 1, marketing GOALS and OBJECTIVES…[click to next slide]
- #17 Today we are going to go through this simple framework for marketing that works, that really works. Everything we cover today is about best practices and strategy, not so much specifically about Constant Contact products or tools.You should be able to leave here today and try these things whether you use our tools or not. That said, how many of youUse Constant Contact? (show of hands gives you an idea of what to expect in terms of questions)So here is the framework for marketing we’re going to work with today[click to build] First, set your marketing GOALS and OBJECTIVES (they are different, and we’ll show you how). In this section of our session we’ll give you just enough marketing theory to help you appreciate the pieces of our primary focus today, which is…[click to build] Second, running CAMPAIGNS on the channels that matter. [click to build][click to build] the final piece of the puzzle is, once again, what you’re doing this for – to GET measurable RESULTS. [click to next slide]
- #18 Marketing “GOALS” are something that you all have, and you’re likely to have ones similar to the people sitting near you. That’s because all businesses have marketing goals…they’re in business to do something, and at the highest level that’s what these are.[click to build] Was I right? This isn’t an exhaustive list, but I bet it covers a large percentage of what you all would write down as your goals…Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]
- #19 In short, what we want to do is talk about marketing OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] drive donations[click to build] move last season’s inventory[click to build] or fill your seats on a Sunday eveningNotice how these are all much more specific? The more specific you can be with your objective the better…[click to next slide]
- #20 Some of you in the audience may find that you’re able to juggle more than one of objectiveat a time, but for today’s session focus in and choose just one…Why just one? Because the focus you enjoy by having just one will make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels.[click to next slide]
- #21 B2B VERSION, WITH FINAL BUILD BEING B2B-FOCUSEDIn short, what we want to do is talk about marketing OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] drive donations[click to build] fill your seats on a Sunday evening[click to build] or deliver content to tradeshow leadsNotice how these are all much more specific? The more specific you can be with your objective the better…[click to next slide]
- #22 B2B VERSION, WITH FINAL BUILD BEING B2B-FOCUSEDSome of you in the audience may find that you’re able to juggle more than one of objectiveat a time, but for today’s session focus in and choose just one…Why just one? Because the focus you enjoy by having just one will make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels.[click to next slide]
- #23 NP VERSION, WITH FINAL BUILD BEING NP-FOCUSEDIn short, what we want to do is talk about marketing OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] deliver content to tradeshow leads[click to build] fill your seats on a Sunday evening[click to build] or drive donationsNotice how these are all much more specific? The more specific you can be with your objective the better…[click to next slide]
- #24 NP VERSION, WITH FINAL BUILD BEING NP-FOCUSEDSome of you in the audience may find that you’re able to juggle more than one of objectiveat a time, but for today’s session focus in and choose just one…Why just one? Because the focus you enjoy by having just one will make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels.[click to next slide]
- #25 Alright…grab your workbook, because you have some things to add to it.[click to build] first, write down at least one objective (and if you’re ambitious, we left space for three).[click to build] Next, answer the three questions that help you make sure it’s a “good” objective…Will achieving this objective help my business grow?Is this objective attainable?How will I measure it or my progress towards it?I’m going to give you a few minutes to do this…if you finish quickly, feel free to turn to the person next to you and share what you’ve written down. Take a look at theirs…[give this about 3-5 minutes]Do you all have at least one objective written down? Great! Now, armed with that objective, we’re going to move on to the next and meatiest section of our session today…[click to next slide]
- #26 Today we are going to go through this simple framework for marketing that works, that really works. Everything we cover today is about best practices and strategy, not so much specifically about Constant Contact products or tools.You should be able to leave here today and try these things whether you use our tools or not. That said, how many of youUse Constant Contact? (show of hands gives you an idea of what to expect in terms of questions)So here is the framework for marketing we’re going to work with today[click to build] First, set your marketing GOALS and OBJECTIVES (they are different, and we’ll show you how). In this section of our session we’ll give you just enough marketing theory to help you appreciate the pieces of our primary focus today, which is…[click to build] Second, running CAMPAIGNS on the channels that matter. [click to build][click to build] the final piece of the puzzle is, once again, what you’re doing this for – to GET measurable RESULTS. [click to next slide]
- #27 We’re going to talk about “campaigns” and sending campaigns out to your followers, customers, supporters, etc. Let’s first answer the question “what is a campaign?”Very simply there are two parts to a campaign…first, you [click to build] push out some sort of content (and we’ll talk more about “what content” in a bit) to your followers, supporters, etc.second, you hope to [click to build] “pull” some sort of response from them – you want them to read, forward or share what you sent, show up, call, attend – you want them to take an action of some sortPretty simple idea, right?Let’s look at some examples of campaign types to help you get a better idea…[click to next slide]
- #28 There are a lot of different types of campaigns you can run…here are just a few of the more common ones:[click to build] the “Welcome” campaign – this is actually very important…welcoming those people who are new to your list or organization…[click to build] here are some other common types of campaigns…Don’t forget, you can also send “campaigns” that are as simple as a “Thank You for your business” or “Happy New Year.” Sometimes those will get you the greatest level of engagement.How many of you have done one of these (show of hands)? Two of these (keep your hands up)? Three or more (keep your hands up)? Excellent…The[click to next slide]
- #29 This is a very, very common question.The answer is simple. You write about what you know that they don’t know. You share your knowledge and raise your profile as an expert in your field.What you are trying to do is build what is called a resource relationships, Where when their need for what you do comes up, YOU are the person that comes to mind. And it’s a good idea to share just for the sake of sharing. Giving your knowledgeAway. You cannot be afraid to give away the farm. Nothing you write in an email or on facebook is going to eliminate a payingCustomer’s need for you and your services. Nothing you write is going to replace your experience,Or more importantly your comfort level with that experience.ABOVE all else, be generous…give away the farm…let people enjoy the full range of expertise you have to offer.(If you have a longer session, this is a great time to ask people in the audience what they do for a livingand give them some ideas for content so that you get the room thinking in these terms)(Also if you have a longer session, you can give an example of a business that “gives away the farm” and drives business doing so)[click to next slide]
- #30 (ask if anyone in the class wants to get a long email from anyone else in the class. No one will raise their hand.) No one has ever raised their hand. If you are a church, a chamber of commerce or a school, you probably have long emails and we are all okay with getting those. Our children and our businesses rely on you and we want to see activity – we are willing to get a long email from you. (right? Ask the crowd) …we don’t read them, but it’s okay that we see them.So take the pressure to create or write off of yourself. Instead focus on being the resource. Less is more. Always.There is no rule that says your newsletter needs to have three articles, three pictures and three links. One thing is plenty. There is a Constant Contact customer whose newsletter is called One Thing – he did it to make it easy on himself and it works really well – people can absorb it and he’s not under the gun to come up with a bunch of content to fill it.Your emails and their social media activities are NOT for telling people everything that they do. That is part of the hole people dig for themselves when they start writing their emails, they try to say everything. That is not what your emails and social media posts are for. That’s what your website is for. Your emails and your social media is about offering one thing at a time and tracking whether or not it moved the needle. Plain and simple.Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- #31 Julie: I included several examples here…if these don’t work, let me know.non-profit, sharing information about themselves that’s in the pressrestaurant sharing their current specialslooks like a non-profit, sharing and event noticeB2B, showcasing the services they haveanother event notice…[click to next slide]
- #32 Include comment about 97% deliverability of email…Now, notice that we’re talking about on-line channels….you may need to incorporate any off-line channels you use (print, TV, radio, direct mail, etc.).Channels include email, social media sites like those represented here, if you want to go into a more traditional area, you might consider radio, tv or print ads, direct mail. If cost is an issue, you’ll get more return on your time, money and energy by going first through email and subsequently through Facebook, LinkedIn, Twitter, etc. Each has its own typical audience and decision process. You want to start where you already are, and then begin to move to where your customers and contacts are so that you can leverage the existing network you have on those sites and begin to generate some social visibility along the way.D. Nations comment: include something along the lines of “email IS a social media…” That will set the stage for the next slide…
- #33 [click through these samples, letting people see them as ideas]discounts (what most people think of)e-books or downloadable contentserviceshints + tipsexperiences or eventssupport a causeJULIE: perhaps mention a couple of specific examples, for example: “Download our free Spring Gardening guide” or “Free Tradeshow Booth consultation” or something like that…[click to next slide]
- #34 If you have highly visual content or great photos of products or your events or whatever you are marketing, you will want to check out some of the channels that are geared more toward photos and video. Some of those include Instagram, pinterest, you tube – many consumers are beginning to shop and play on these channels so it may be worth a look to test whether or not what you are marketing would work well on these channels.Notice that we include email here – email is becoming more and more of a “visual medium” as well (including video!)…From Rachel:It’s part of the reason infographics are so popular. And video. And the silly memes that we see going around Facebook. I believe that there is a maturity to these trends coming, though, where not only is this information presented, but CONTEXT and DECISION MAKING tools are provided. Instagram is a great storytelling medium – people share pictures of themselves or a product in a context – not just a train, but their son having fun watching trains at the National Heritage Museum. I don’t mean that the written word is dead – far from it – and I am someone who will ALWAYS read first before I watch a video or invest in a longer, live event. But I am style-challenged, so I love Pinterest because there are people who know how to do things like accessorize who show me what I need to know. And, because I am starting to think about remodeling my kitchen, I have more inspiration available to me than I can find on the shelves at Home Depot. The point is, KNOW YOUR AUDIENCE – if you own a business that can show off product visually, you can do more with a headline and a photo than the most carefully crafted copy. And if you’re a consultant or service provider? Share your know how. Write a blog post about what you know how to do, pick an image that reinforaces it, and pin it, post it, tweet it. We did a test with our Facebook promotion of our webinars and we found that when we used an image rather than just straight text, we saw 127% lift in engagement with those posts. Not bad.AND BE SURE TO LINK BACK TO YOUR WEB PAGE OR FACEBOOK PAGE…WHEREVER YOU WANT THEM TO KEEP ENGAGING WITH YOU!!
- #35 The reality is that we have to make this short attention span thing work in our favor, and here’s the good news: According to Facebook itself, a post that includes a video sees 100% more engagement than a post alone. But wait, there’s more – a post plus a picture sees 120% more engagement (we felt that one first hand – we actually got 127%, but I’m not bragging). AND – if you include a whole photo album, you are looking at 180% more engagement.(Now, we’re all aware that Facebook likes to make changes to how it works…and that applies to the algorithm that they use which determines what posts get delivered to friends and fans. So…be aware of when Facebook mentions changes to their algorithm…and be aware of whether or not you can make adjustments to your approach to optimize the visibility and engagement of your posts.)Not to mention the social sites that are entirely visually based - Pinterest has changed everything. Instagram makes your pictures social, instantly. Except when they break their Twitter integration like they did last week. But usually. . Mobile is your best friend here.
- #36 Include comment about 97% deliverability of email…Now, notice that we’re talking about on-line channels….you may need to incorporate any off-line channels you use (print, TV, radio, direct mail, etc.).Channels include email, social media sites like those represented here, if you want to go into a more traditional area, you might consider radio, tv or print ads, direct mail. If cost is an issue, you’ll get more return on your time, money and energy by going first through email and subsequently through Facebook, LinkedIn, Twitter, etc. Each has its own typical audience and decision process. You want to start where you already are, and then begin to move to where your customers and contacts are so that you can leverage the existing network you have on those sites and begin to generate some social visibility along the way.D. Nations comment: include something along the lines of “email IS a social media…” That will set the stage for the next slide…
- #37 Include comment about 97% deliverability of email…Now, notice that we’re talking about on-line channels….you may need to incorporate any off-line channels you use (print, TV, radio, direct mail, etc.).Channels include email, social media sites like those represented here, if you want to go into a more traditional area, you might consider radio, tv or print ads, direct mail. If cost is an issue, you’ll get more return on your time, money and energy by going first through email and subsequently through Facebook, LinkedIn, Twitter, etc. Each has its own typical audience and decision process. You want to start where you already are, and then begin to move to where your customers and contacts are so that you can leverage the existing network you have on those sites and begin to generate some social visibility along the way.D. Nations comment: include something along the lines of “email IS a social media…” That will set the stage for the next slide…
- #38 [give this about 3-5 minutes]Do you all have at least a couple of ideas written down? Great! Now, let’s talk about…[click to next slide]
- #39 Look at these three words. These three words rule your world as a marketer and as a consumer or business person. Every email or social media post that you get and every one that you send or post falls into one of these three categories. Now. Later. Or Never.Think about this morning when you checked your email. Whether you were aware of it or not, you were sorting your messages into these three categories automatically. Now, later, never.And I apologize now for bringing this to your attention and making it a conscious experience for you now. For the next two or three days, when you go through your email, you will find yourself saying it out loud, “now, later, later, never, never, never” and you’ll want to curse me for making something that was seamless now very obvious to you. It will go away. But it’s important that you know that – you need to know this both as a recipient and as a sender or poster. How do you make sure that you are a now? You don’t want to be never – obviously. And a later, let’s face it, is a well-intentioned never. Right? You flag it or tell yourself, “oh, I’ll come back to that” but 9 times out of 10…do you? (they will usually laugh and say no)[click to next slide]
- #40 So how do you win the battle of priorities and get more people to stop and open your email or to stop and read your Facebook post or your tweet or to share your pin on Pinterest? Think about how you sort your email – or if you’re on Facebook, think about the newsfeed. Typically when you open up your email – think about it this morning – you start at the top of the list and you go down, sorting by who it’s from.WHO the email or the social media post came from turns out to be the most important part of winning the battle of priorities. You do it based on WHO, so it’s important for you to [click to build] be recognizable…You do need to exercise care [click to build] and consider how you’re identifying yourself across the channels you’re using. If you send your emails as “Jane Doe,” but your Facebook page shows up in people’s newsfeeds as “Famous Cookies,” people might not make the connection. Just be sure that you’re consistent with the name you use – and ensure that it’s the one that you’ll be recognized by, so that ultimately your readers and followers will stop and open your email, read your posts – because they know they’re going to get something of value and relevance from you.Now, there are some important considerations that shouldn’t be overlooked, and they relate to something called the [click to build] “CAN-SPAM” act…which is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.One provision of CAN-SPAM is that the “from,” “to,” and “reply to,” names “must be accurate and identify the person or business who initiated the message.” Therefore if I signed up for an email from Joe Pizza the from address should be “Joe Pizza” and not “Joe Smith.”(If you have a longer session, here are more notes for talking points)If you are not sure that people will recognize you because they mostly know the company name, then use a combinationOf your name, then a comma, and then the company or brand name – so you can piggy back off of the recognition of thatBrand but knowing you’ll get more people to stop and pay attention to an email from a person.Another way to look at it – when you get an email from a company, don’t you automatically assume thatIt is a marketing message so if you are busy or going thru your own battle of priorities, that one usually goesInto the later or never pile. One other note, for nonprofits in the room, you are – and sorry to say this – often starting at later. And not because peopleDo not care about your message. That’s not it at all. It is more about the timing of your messages (which we will cover in a little bit)But if you think about it, if people are at work and their focus is supposed to be on their work, and then they get an email About your cause or program, even if they really care about it, they cannot always pull away from their primary responsiblities at the office.
- #41 Take advantage of the tools out there that can help you ensure consistency between your website/logo and your email communications. We know, and are often asked about, the challenge you face when you’re trying to get your emails to look “just like” your webpage or logo. A lot of focus falls on the colors, so here are two tools that are free for download and can help you ensure that consistency of colors: [click to build]Colorcop and [click to build]Pixeur. They’ll help you capture the exact RGB values and the Hex values so you can apply the same colors to your email templates.The best part about these is that they’re easy…[click to next slide]
- #42 Templates make the process of sending emails much easier…while still allowing you to preserve the look and feel of your brand.
- #43 Here is a simple method for writing more powerful subject and headlines. It’s called the 2-2-2 principle.Let’s walk through it quickly. The first two is for the 2 seconds you typically have to compel them to pay attention.The second two if for the first two words of your subject line or headline. That’s really all they read before making a decision.And not a decision about whether to read your message, but as to whether or not they will bother to read the rest of the subject line.The third to is for “why does this email or message matter today” Today – that’s the third two. If you can answer that questionIn your subject line or headline, as close to the first two words as possible, more people will stop and at least open your message.So – how do you do it? How do you write one of these? Is anyone here on my email list? Do any of you get my class invitations?(some will raise their hands) …have you ever noticed that my subject lines sometimes begin with something like “12 seats left for tomorrow”Or “ten seats open tomorrow”? … first, let me tell you that it’s always true. And you should always be honest in your messages as well.But the reason I start with that is because it expresses very quickly why the message matters today. Seats are running out for an upcoming session.Some of the emails I send you start with “some seats left”… ever notice those? That’s when I have a lot of seats left and I don’t want to lie to you,But I want it to be more compelling than saying “57 seats still open for tomorrow”… that’s not compelling. It’s important to point out that you don’t need to go to the “urgency well” all the time, meaning you don’t always have to put a time stamp on it orSay things like “today only” or “by close of business” or like that. It’s more about making it very clear to people that your message is relevant and timely in order to win that now, later or never battle.
- #44 Examples from customers…can be built quickly either before or after the audience interaction piece…List of customers, in order:BolocoBlue PenguinTee FuryFish and BoneJill Singer Graphics
- #45 [give this about 3-5 minutes]Do you all have at least a couple of ideas written down? Great! Now, let’s talk about…[click to next slide]
- #46 When to send is another very common question. Both for how often to send and also when in terms of the time of day and the day of the week. For social media, we recommend a baseline frequency of at least 3-5 times a weekly. It’s what they used to tell us for exercise. There are tools and guidelines for what times have the highest traffic and most response but it really depends on your industry, your audience and what you are trying to get them to do.For email marketing frequency, monthly is the most common but it’s also a good idea to add unexpected messages every once in a while[click to build through the steps for testing]
- #47 To determine the best day of the week and time of day for you to send your emails, you can do an ABC test.It’s a simple method to narrow down when you get the best response and then you can adjust accordingly.First, take your list of contacts and divide it into three equal lists. So just take the whole list and break it into thirds.Next, choose three days of the week that you want to test. So – mon, wed, fri? or maybe tues, thurs, sat.(if you’re a B2B you’ll likely want to send during “regular” business hours, but know your audience in case that doesn’t hold true. For all others, it’s all up for testing)So you have three lists, and you want to test on three different days of the week.So you send your email – the same email – to each of your lists. The first group on Monday, the second group gets it Wednesday,And the 3rd group gets it on Friday. And then you measure your results. You can do this as long as you are Using an email marketing service. They tell you who opened, who clicked, what they clicked on, how many times and when.So you look at the stats and you will know which day was best of the three you tested. Now you’re ready for the second part of the process.[click to next slide]
- #48 Use the same three groups of people and now you will choose three different times of day you want to test.So, a morning, midday and afternoon or evening. The next time you are ready to send out an email,Send it on your best performing day from the last test. Send the first group their email in the morning,The second group gets it midday and the third group gets it in the afternoon or evening. And look at your stats. You will know which time of day did the best. So now you will know the best day and the best time of that day to send your emails for the best response. Please make sure you are not romanced by a high open rate. Just measuring the open rate will notGive you a clear picture of success. You might have a lot of people open it but very few take theAction you want them to take. Measure the physical, measurable responses
- #49 So now you have the best day on which to send and the best time at which to send. Excellent!! But let me caution you… [click to build] DO NOT BE ROMANCED BY A HIGHOPEN RATE – MEASURE ACTIONS!
- #50 Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010
- #51 Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010
- #52 Today we are going to go through this simple framework for marketing that works, that really works. Everything we cover today is about best practices and strategy, not so much specifically about Constant Contact products or tools.You should be able to leave here today and try these things whether you use our tools or not. That said, how many of youUse Constant Contact? (show of hands gives you an idea of what to expect in terms of questions)So here is the framework for marketing we’re going to work with today[click to build] First, set your marketing GOALS and OBJECTIVES (they are different, and we’ll show you how). In this section of our session we’ll give you just enough marketing theory to help you appreciate the pieces of our primary focus today, which is…[click to build] Second, running CAMPAIGNS on the channels that matter. [click to build][click to build] the final piece of the puzzle is, once again, what you’re doing this for – to GET measurable RESULTS. [click to next slide]
- #53 We finally come back to what got us started…this idea that marketing, at its core, is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, Like your Facebook page, etc. We discussed just discussed the different ACTIONS that you want your reader, follower, member to take.As you look back through what we’ve done today, you’ll see that we started by understanding this point first, and throughout the process of building out your plan we were never far away from the idea that the more specific you were with your thinking and the more focused you were on that end result the better able you’d be to evaluate the success of your efforts.[click to next slide]
- #54 [click to next slide]
- #55 Email is hard to beat for real marketing value. And it’s very much a part of social media. Email is how you can monetize your social media activities.And it still has the highest delivery and response, much higher than social media.In addition to the actual email, there are a number of tools you can use to expand the reach of your emails and help you build your lists for the future.[click to next slide]http://www.istockphoto.com/stock-photo-1322200-carpentry.php?st=6ca4679
- #56 Simple share as a tool for expanding your reach…Builds here are based on the “three easy steps” to sharing your communications via your social networks…in the email set-up just click on the “Simple Share” button, select the social network you want to share to, write the message to be shared along with the link to your communication, and voila…you’re done.Simple![click to next slide]
- #57 We showed you something similar earlier…but it bears repeating.These can be used in a couple of different ways – all together in a “Social Share bar” at the top of your emails (make it as easy as possible for your readers to share your message with their frends). Make it as easy as possible for people to share your email – sure, they may just hit the “forward” button in their email program, but they may also choose to share it socially, especially if you make it easy for them to do so by putting these buttons right at the top of the message.They can also be used to facilitate their ability to follow you on the various social networks you use. Place them within the body of your email, making it easy for them to follow you.[click to next slide]
- #58 Don’t forget to make it easy for people to join your list…there are three simple tools to help with that.First is the Join My Mailing List tool – it can be added to your website or your Facebook page (as a tab on your page).NOTE: include something in here about working to “name” or “brand” your list…[click to next slide]
- #59 Don’t forget to make it easy for people to join your list…there are three simple tools to help with that.First is the Join My Mailing List tool – it can be added to your website or your Facebook page (as a tab on your page).NOTE: include something in here about working to “name” or “brand” your list…[click to next slide]
- #60 You’ll also find that there are a lot of apps out there that can help you build your lists.Two of them [click to build] are from Constant Contact, which allow you to collect email addresses and other information through a QR code “scan” or a text. (Need to work on the wording here…)We also have an extensive collection of apps that have been created specifically to extend the capabilities of our products…here are just a few that help with the collection of email addresses [click to build]b. [click to next slide]
- #61 Don’t forget to make it easy for people to join your list…there are three simple tools to help with that.First is the Join My Mailing List tool – it can be added to your website or your Facebook page (as a tab on your page).NOTE: include something in here about working to “name” or “brand” your list…[click to next slide]
- #62 This could be a place to refer back to the 3x per week/15 minutes idea…[click to next slide]
- #63 Left these points for speaker notes…images have more impact if they’re larger….Write in conversational copyUse pictures of people/animalsPull back the curtains now & thenSPEAKER: Remember to leverage your advantage as a small business or a nonprofit.Be human – be yourself. Find your voice. The voice of your organization.Here are three things you can do to make that work.Write in conversational copy. That just means that you write the way that you speak,Not the way you would write a brochure or website articles.It can be formal or it can be more casual, but it should match the tone you wouldTake in a one-on-one meeting with a client.Use pictures of people, or animals if that makes sense.This is where people relate most. Every once in a while, pull back the curtains and share somethingaA little bit more personal, yourself or about your staff. Maybe you are formingA team to run in a 5k – share that, post pictures, tell people why your staffChose that 5k. Make it human.Maybe you play banjo and are playing in a local festival. Share that.Don’t overshare, but let people know who you are.We all know that people do business with people, and we can use the word interactiveAll day long to talk about video games, self checkin at the airport and ATMs but Real interaction or engagement is you-to-me, me-to-you interaction. The back and forthBetween people. This is where relationships grow and where your business will grow.This iswhere you can see the real results from your marketing too. Your marketing is best leveraged by putting it in the hands of peopleThat already like you. They can share it with so many people.And those are warm leads. Our tools will help you build it, send it and track it.
- #65 Want to use this slide as a resource reminder, withVisual of engagement marketing book, text to join my listFor the presenter, visual of the workbook and a thank you
- #66 What questions do you have?(Also, please help us continue to improve these sessions by filling out the form…)[click to build] if you’re looking for more help, don’t hesitate to call one of our fantastic coaches…they’re eager to help and make things work for you.[click] and finally, if you’d like to drop me a line or follow me on Facebook or Twitter, here are my details…I’d love to hear from you and hear how your campaigns are doing!