Sandra Flores at Small Business Alliance
•Download as PPTX, PDF•
1 like•323 views
Sandra shares with you on why email marketing is so important and how to connect instantly in ALL marketing mate
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Sandra Flores at Small Business Alliance
Similar to Sandra Flores at Small Business Alliance (20)
More from We Coach The Pros
More from We Coach The Pros (20)
Recently uploaded
Recently uploaded (20)
Sandra Flores at Small Business Alliance
- 1. We Coach The Pros Sandra Flores 832-289-4465 sandra@wecoachthepros.com facebook.com/wecoachthepros @wecoachthepros www.WeCoachThePros.com
- 5. Halfmoon YogaHalfmoon Yoga B•B•Q Build Your Marketing Toolkit Grow Your Business with Email & Social © 2014
- 6. Your Sales Velocity Formula How Engagement Works What’s Your Marketing Campaigns Toolkit Let Your Prospect Determine the Presentation 6 Agenda
- 10. 10 marketing Marketing At its core, marketing is about eliciting a physical and measureable response
- 11. Measurable Response click or download come to the store or office schedule a session donate call
- 12. Facebook LinkedIn InstagramTwitter Pinterest Youtube WHERE ARE YOU TODAY?
- 13. 13 FORWARD & SHARE Your new best friends. Make it easy to share.
- 14. How Engagement Marketing Works
- 15. 15 Marketing Engagement is the new word of mouth
- 16. 16 Marketing ENTICE to stay in touch ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
- 17. Marketing Engagement marketing new business ~90% Word of mouth ~10% New prospects New business 18 Keep your hands up if more than 75% is referrals/word of mouth-more than 90%? How many of you think 50% of your new business comes from referrals or word of mouth?
- 18. Let’s Build Your Marketing Tool Kit
- 19. 20 Goals & objectives General goals new customers, donorsReach repeat business, supportDrive leads and relationshipsNurture members, advocates, volunteers Engage donations, revenueIncrease
- 20. Pull response 21 Types of events What are campaigns? Push content
- 21. Types of Campaigns Newsletters & Announcements Special Offers and Deals Online Surveys and Polls Event Invites & Updates
- 22. Newsletters & Announcements Send by Email & Share on Social Let Others Share Via Social Too Place Logo at the Top + Name in Text Key Action Items Above the Scroll Add Your Own Social Links Too Tease Articles with Read More Links
- 23. Special Offers & Deals Push with Email and Social Encourage Sharing Collect Money On The Spot Track Everything Add your links!
- 24. Surveys & Polls Push with Email and Social Also on website Don’t ask too many questions Brand it with Your Logo Really “Listen” to Feedback
- 25. Event Invites & Updates Push with Email and Social Make RSVP Easy To Find & Click Keep Details Simple, Clear Manage It All Online Sign-ups, Payments & Check-In Create An Event Homepage
- 26. Grow your list 27 Add “Join My List” to your website Add a link to email signature Ask. Just Ask. Start somewhere. Even if it’s just friends and family. Set up Text To Join Get them on Facebook Create a Paper Form
- 27. • Set up “Welcome” & “Update” Emails • You can pre-schedule Email Campaigns • Create a Series using an Autoresponder • Use A Scheduling Tool for social engagement Automate What You Can 28 Make sure you listen and respond! 3 to 5 Times A Week, 20 mins at a time
- 28. 29 You are not marketing. If you’re not measuring,
- 29. 30 Goals & objectives Is it a good objective? Three questions to ask Will achieving this objective help my business grow? 1 2 Is this objective attainable? 3 How will I measure it, or my progress towards it? Write down one or two goals and objectives
- 30. 31 Start where you are And where your customers and relationships are. SAVE!
- 32. 33 Marketing Small business marketing is Getting measureable results Delivering on your promise Nurturing relationships
- 54. 56 Discover Your Code Today Get Your FREE Report www.YourCodeNow.com
- 61. 63 Grow with Constant Contact One Toolkit. One Login. All the marketing campaigns you need Together in one place . Offers & Promotions Events & Registrations Feedback & Surveys Newsletters & Announcements
- 62. 64 We can do this!
- 63. © 2014 Join Me Sandra is here to support your business growth in all aspects. I will be Scheduling 30 Minute Sessions For this weekend in person and on phone next week I will also be emailing event details for upcoming webinars and local workshops
- 65. We Coach The Pros Sandra Flores 832-289-4465 sandra@wecoachthepros.com facebook.com/wecoachthepros @wecoachthepros www.WeCoachThePros.com
Editor's Notes
- My name is Julie Niehoff, I’m the Director of Education & Development at Constant Contact. I have been with Constant Contact since 2006, I am based in Austin, Texas and here is my contact information if you want to reach out following this session. Send me an email, find me on facebook or reach out on Twitter.
- Welcome!! And thank you for joining us for today’s session…we’re going to show you a framework for small business marketing that will help you recognize the various things you should be thinking about as you develop your own marketing plans. We all know that marketing has changed quite a bit over the last ten years. With the emergence of Social Media and Email Marketing, and all of those other great and inexpensive tools out there. With so many options and so many potential clients and customers now reachable online – it makes sense to have some basic understanding of the kinds of tools you might need to do it well. That’s what this session is about today. We’re going to talk about Building your Marketing Toolkit and How To Grow Your Business
- Here’s what we’re going to do today… [click to build] we already talked about how marketing has changed…but we’re going to talk a bit more about how some core elements have shifted, and your thinking (and your marketing efforts) should be shifting as well. [click to build] next we’ll talk about where your marketing starts – with goals and objectives. Without those, you’re just throwing darts in the dark… [click to build] then we’re going to lay out a framework for you that will help you see the breadth of marketing activities that you should be thinking of. We’re not going to tell you that you need to be doing every one of these right now, but after we show this to you you’ll have a better sense of all of the elements of marketing that are important to a small business or organization. [click to build] finally, we’ll give you something to keep in mind as you get going with your own efforts, or as you revisit the plans and strategies you already have in place.
- We agreed earlier that every business has two things in common, sales and people and that for an organization to grow, one or both of these must grow. There are four factors that impact your sales growth.
- I want to give you a simple definition, or a framework, for what marketing really is. You already know, generally, what it is – but when I say the word marketing, I mean something very specific and it’s important that we are on the same page. My definition of marketing has three simple parts – you define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message. Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DO SOMETHING. [click to next slide]
- [click to next slide]
- So, we all know that the world as we know it is changing. I want to get a sense of where you are with online marketing right now so let me just ask how many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweeting right now? (remind them of your twitter handle) OK, hands down. Now [click to build] Who uses Pinterest? Instagram? YouTube? (do these one by one, if you have time you can ask people How they use instagram or pinterest ) [click to build] And how many have checked your email today? (all hands up) …. Anyone checking their email while I was speaking? (laughter) It’s fine, I completely understand. No worries. But it’s important to point out that many of you are on some of these channels. Some of you are on others. ALL of you are using email. Email remains the best way to reach people directly. We’re going to talk a lot about How to reach thru other channels like facebook and linked in and twitter today. But always remember that a At the core of all of it is the relationship you build with your clients, your customers, your followers and having their email address will help you manage and nurture that relationship in a big, big way. (additional notes - 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]
- So, let’s just say that Forward and Share buttons are your new best friends. It’s a single click and your biggest fans can pick up the megaphone and tell others about you, your products or your services. I know you know what a forward button does. And you’ve seen share on Facebook. On twitter, a share is called a retweet. And in email, there is [click to build] the social share bar – any reputable email marketing service will provide this tool. This is what it looks like in constant contact, at the top of an email. [CLICK TO MAKE IT BIGGER] This is what it looks like. When someone gets your email, they can share it easily with all of their friends and followers. And by the way, it helps if you ASK them to click those buttons somewhere in your email to them. More will click if you ask them to. More engagement, more reach, authentic and relevant reach to locals with like interests and economics. Good prospects for you. This is all about engagement.
- Let’s talk about engagement marketing and how it helps you grow your business. And gives you the ability to nurture relationships while reaching more people in an authentic way. Master this and you will see growth.
- Think about what we’ve just laid out for you: WOM has always been #1 way to get new customers. What has changed is that now these conversations are no longer happening just over the kitchen island or the back fence…they now happen [click to build] on Facebook, Twitter, LinkedIn, Google& and Pinterest. That’s been one of the great shifts in recent years – those conversations are now happening on-line…when they happen on-line that changes everything. Not only are two people having that conversation, now tens, hundreds, even thousands of other people can “eavesdrop” on the conversation. Think about yourself – you may not be an active part of every conversation you see on-line, but you’re certainly seeing them. This “eavesdropping” is important because the advent of social networks has made it incredibly easy for us as consumers and business people to see those reviews and recommendations, whether we’re soliciting them directly or just looking at the conversations that are already happening
- Let’s walk thru the engagement cycle and apply it to our real lives. So you have a business. Whether it’s a brick and mortar place or an office or even virtual, this is your busienss. [CLICK] People come and do business with you and they have a great “wow” experience with you. We all know they are going to tell two friends or 11 friends or whatever if it is a bad experience. But the same is true in reverse. [CLICK] While they are still in your store or place of business, or soon after you have interaction, you should entice them to stay in touch. Ask them to join your “croissant of the month” club or tell them your email subscribers get 10% off everytime – however you want to do it, get the digits. [CLICK] Engage. Send emails, post on facebook, tweet, make it human, make it real, be yourself. Also make sure you are giving them ways to tell friends easily – with the social share bar and by ASKING. [CLICK] Those people come back – did you know that a repeat customer spends on average 67% more than a new one? They bring friends, people learn about you on social media through continued engagement [CLICK] and NEW customers arrive – on their own or with those happy, engaged customers. Now you have another chance to deliver a “wow” experience and to keep the cycle going. This grows over time. It starts small – ish, but it begins to take hold and you realize that you know your customers. You are authentically engaging with them. That drives more people to your place. “Sometimes you want to go where everybody knows your name” right? You can do this. And it doesn’t have to take a lot of time or money. Let’s keep talking and I’ll go over how in a little bit.
- For those keeping track, that means that of the total pie we started with [click to build], 90% is focused on current customers, about [click to build] 9% is focused on those word of mouth referrals and only [click to build] 1% of business is coming from brand new prospects. I also suspect, that if we charted the time, effort and money you spend on those groups, that we’d find that the majority of your focus is on that small group of brand new prospects. Does that seem out of balance to anyone else? What we’re going to talk about today, a solution to that imbalance, will get you focused on the 99%. [click to next slide]
- Another show of hands – how many of you think 50% of your new business comes from referrals or word of mouth? Keep your hands up if more than 75% is referrals/word of mouth…more than 90%? What we hear from the businesses we talk to is that in a lot of cases as much as [click to build] 90% of their new business comes from Word of Mouth referrals. Which means that [click to build] approximately 10% of their new business comes from brand new prospects. Let’s put this back in the context of your overall efforts. [click to next slide]
- We’ve just talked about some of the core ideas that underlie our understanding of what marketing is all about. Let’s now jump into talking about how you set your direction…let’s talk about what a campaign is and how easy it can be to run a campaign.
- With all of your pushing and pulling to run campaigns, it’s important to have an idea of your goals. Here, we are looking at some general goals. General goals for your marketing are something that we all have [click to build], and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are. 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] All businesses have goals…and across all of the businesses and organizations in this room there are likely some very similar, high-level goals. Marketing “GOALS” are something that we all have, and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are. 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]
- First, let’s talk about “campaigns” - -what does that word really mean? Very simply there are two parts to a campaign First, you [click to build] push out some sort of 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 sort Think about a campaign in terms of push/pull and more importantly do not think about it as just putting an offer out there and making the sale … in this new marketing world, it’s more like a conversation – which lends itself to that advantage we talked about that you have over big business. As a small company, you can engage in a conversation that feels and in fact IS much less like a sales gimmick and more like nurturing a relationship. If you’re doing it right, it will seem like that from both sides of that conversation.
- What is a campagn? A campaign is something you push out, thru email or social media – any channel, really and then you try to PULL a response. So let’s look closer at some types of campaigns. Updates & Annoucements or Newsletters – you might push these out to keep your members aware of what is going on, to make sure they know about special events coming up, to keep them in the loop. You might pull from them a response to a survey or an event or to volunteer for something. Special deals, offers and promotions. You might push these out to give a discount, to incentize customers to come back, to ask them to invite a friend for a special aware – you push and pull these on all channels Event announcements – invitations, updates, etc.. You push these out to get people to sign up and show up Surveys and feedback forms – you push these out through various channels (email and social) to get feedback. About anything. These are all different types of campagins that are easy to run and easy to measure.
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** Newsletters & Annoucements are most often sent via email. But can also be shared easily via social media using Simple Share! You can also encourage others to share your email via social media if you want to by turning on the Social Share bar Make sure your logo is at the top center or left and that the name of your company is ALSO near the top in text (because so many people have images turned off) Keep it short & simple– no one wants a long email from anyone else. Newsletters often serve as a catch all for orgs, but if you want Them to read it you need to keep it short. Use “Read More” links so you can just have teasers instead of whole articles Add your own social links too, so people can find, fan and follow you on other channels. Remember, emails sent thru a service are trackable too – we’ll talk more about measuring results shortly. But you can tell who opens your emails, what they click on, how many times and when, down to the second.
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** When you want to do a promotion that involves a special offer or a deal, you want to push it out thru the email channel as well as posting it or sharing it on social media You can incentivize people to share the deal with others, by making a special additional offer To those that share, or just by asking if you don’t want to incentivize. It’s a good idea to make an offer that people can buy on the spot – coupons that they print out and bring in to your store are good, but money in your pocket is even better. Plus, since they’ve already paid, they’re more likely to come on in. You want to track everything. Using a service like Constant Contact makes that possible. Some services will not give you access to the contact information of people who have purchased your deal. Those are your customers, you should know who they are. You can also manage redemption and all offer tracking using Constant Contact. Some other systems offer that ability, some don’t. And as always, include your own links to social media so that they can find, like and follow your company
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** Creating a survey or a feedback form can be simple and so important. If you want to encourage a lot of people to provide feedback you should push this kind of campaign using email and social media. You can also post a link to your survey on your website – and think about this, even if you don’t need to do a big survey, a SINGLE QUESTION SURVEY can serve as your feedback loop online. Post a link that says “feedback” and have it go to a survey that asks who they are (optional) and just says Please share your feedback with an open-ended question. You’ll be surprised by what people send in! Make sure to brand your survey with your logo for consistency and recognition Also, you don’t want to ask too many questions. Nobody wants to answer a lot of them and if they see there are too many, they will likely abandon the survey without finishing it If you’re going to bother to do a survey, you should really “listen” to the feeback your customers or members provide. It doesn’t mean that you should change everything you do based on feedback from one or two people, but if you see a trend or if someone makes a good or fair point, you should consider adjusting to it (and let them know you did!) You’ll have a fan for life if you listen and respond to feedback provided in your online surveys!
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** This is an example of an Event Invitation campaign, and you would push this using Email and social media. Use all of the tips I provided in the Newsletter/Update campaign, but add these additional notes as well. Keep the details – the when, where, what, who very simple, very clear. You should also create a homepage for your event. Constant Contact makes this very easy and it’s included in many cases, but having a place to add details and fine print makes promoting your event with email invites much easier. You can use these campaigns to tease people, entice them into coming to learn more if they aren’t immediately “sold” form the invite alone. Make the RSVP link or Registration link EXTREMELY easy to find and to click. Remember the rule of thumb – if they cannot easily click it with their thumb from a cell phone, and if it’s not above the scroll line, they probably will not click on impulse. You should manage everything online – it’s so much more efficient (easy) to manage sign-ups, Accept payments and even check-in at the door the day of the event if you have set it all up in an online system built for managing this. It doesn’t have to be expensive or too “techie”. Constant Contact makes it easy. CLICK – another example, to give another view. This is an event homepage and corresponding registration form. Takes very little to set something like this up.
- stock images will be purchased once approved
- stock images will be purchased once approved
- stock images will be purchased once approved
- Now what you need to do is consider three questions that will help you take the emotion out of setting your objectives.
- Start where you are. This is not something that you have to do all at once. Start with email and maybe one social media site… Next, you might think about [click to build] adding another social network (like Twitter). Then, maybe you add [click to build] a blog and start offering deals and promotions. Next you could think about [click to build] how your communications and marketing work across multiple platforms (mobile, tablets, desktop, etc.). You could add [click to build] events to your marketing mix (they work for all sorts of businesses), and finally you could build [click to build] even more of a social presence. But start small, start where you are, and build in a way that makes sense for your business.
- ***THIS SLIDE IS OPTIONAL*** Quick note while I have your attention. [CLICK TWICE TO SHOW BOTH STATS… allow the audience to take it in] Obviously a lot of people have cell phones. Most of you have them here with you. We cannot forget that it is important for your emails and social media posts – all of the campaigns you send thru any channel – need to look good and function properly on a mobile device. A cell phone or a tablet. [CLICK] This stat is always growing but at last check, it was at more than 50% of email currently is opened on a mobile device. Let’s try and remember that as we talk today. The big message here –[CLICK] Less Is More.
- RELATIONSHIPS. delivering on the promise you make when someone engages with you measurable results: show a screenshot of a results report… This will be the segue point to the next section…because if you’re focused on measurable results, the place to start is with goals and objectives…
- Every business has two things in common, sales and people. For the business to grow, one or both of these must also grow.
- Tony Robbins once said, "Let your prospect determine your presentation." This philosophy is logical and highly impactful, but the actual implementation of that presentation is a challenge. They don't know what to say.
- The greatest myth ever told in sales training is to go for the no and that every no is one step closer to a yes.
- What if your organization could get more yes's instead of wasting your time going for nos?
- B.A.N.K. is THE game changer!
- What if your entire sales team could deliver the right presentation 100% of the time because they know who the customers are and they know how they make their buying decisions
- What is B.A.N.K.?
- B.A.N.K. creator, Cheri Tree recognized something was missing. While the other personality assessments were fascinating, they were also frustrating. She realized that while they told her more about herself, they never helped her make more money or close more sales. Cheri spent years perfecting an easy to use system that actually helps you make more and sell more. B.A.N.K. is the only system that identifies who your customer is and how they buy.
- So, what's next?
- Let me take just a minute to explain what Constant Contact is for those in the room that may not be familiar. Constant Contact is a do-it-yourself online marketing system. You can use it to create and manage campaigns. The company is best known for their email marketing tools. It’s easy to create and send mass email, like newsletters or announcements and updates. You can run special promotions or offers, like a local deal using Constant Contact. You can build online surveys and create feedback forms for your website or for anything, really. And you can promote and manage your events using Constant Contact with registration tools, accepting payments, sending out invitations – all of it in one place. And it is all built on top of a really good contact database, so that you can load all of your contacts, your customers, stakeholders, volunteers, staff, your board – whatever lists you are keeping in various spreadsheets or in your Outlook or Yahoo folders can be loaded and organized easily in Constant Contact so that your people and your marketing campaigns are all together in one spot. Oh, and it’s costs most people between 20 - $75 a month to manage all of it. Raise your hand if you use Constant Contact for me. Those of you that want to know more about it, I encourage you to talk to the people with their hands raised. I do expect that you’ll hear we have really great support – all free, with coaching and everything. And with that, I’ll get on with the rest of our session. Thanks for indulging me.
- You CAN do this. There are tools out there to make it easier, like Constant Contact, and we are going to go over some simple ways to help you use less time, money and energy running your marketing.
- This slide can EASILY get cluttered. You have a pricing slide in two clicks if the question comes up. Keep the slide simple, say the word: To claim your free trial, remember to fill out the form at your table. To take advantage of the special offer to get a free custom design, sign up for a paid account online at {your url here} or add a STAR to the form and I’ll contact you within 24 hours to help you get started.
- My name is Julie Niehoff, I’m the Director of Education & Development at Constant Contact. I have been with Constant Contact since 2006, I am based in Austin, Texas and here is my contact information if you want to reach out following this session. Send me an email, find me on facebook or reach out on Twitter.