Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013


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Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.

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Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013

  1. 1. Welcome!Reaching Customers ThroughSocial Media & Email MarketingMid America Horticultural Trade Show 2013
  2. 2. Overview• Introduction• Social Media Strategies – Getting started with the primary social media venues – Open discussion about your existing/future tactics• Email Marketing – Building and Managing Quality Lists – Developing Effective Messages – Measuring Campaign Results
  3. 3. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Social Media • Email Marketing • Web Analytics & Conversion Improvement Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
  4. 4. Social MediaStrategies
  5. 5. Where to begin?
  6. 6. Communications in a Connected World• Communications has changed from a monologue to a dialogue• Consumers trust reviews more than corporate advertising – 91% say consumer reviews are the #1 aid to buying decisions.• Social media facilitates word of mouth, which is the most powerful advertising medium 6
  7. 7. • More than 845 million active users globally• Over 50% of the United States population• Over 425 million mobile users
  8. 8. Potential Business Benefits• Branding and Word of Mouth• Customer Engagement and Loyalty• Customer Feedback• Targeted Advertising
  9. 9. Create Your Facebook Business business/
  10. 10. Build Loyalty with Customersand let them spread the word!
  11. 11. • Over 465 million accounts• While over 50% of Americans use Facebook, about 15% use Twitter.
  12. 12. Starting Strategies• Sign up and reserve an account in the name of your business• Spend time searching on Twitter for: – Products/services you offer – Competitors – Your own company• Follow people and companies of interest
  13. 13. • Find potential clients, service providers, subject experts, and partners who come recommended• Be found for business opportunities• Post and distribute job listings• Get introduced to other professionals through the people you know
  14. 14. Basic Strategies• Reserve your business name• Research competition• Look up customers and connect with them• Encourage customers and vendors to recommend/endorse you
  15. 15. • 250 million accounts• Actual use is lower than this
  16. 16. Basic Strategies• Reserve your business name and setup your page• Use keywords in your text• Encourage people to follow you and +1 your page
  17. 17. Tools to Help Manage YourSocial Presence
  18. 18. Basic Strategies• Sign up and claim your business name• Create specials• Offer incentives for repeat check-ins and “mayors”
  19. 19. Millions of reviews of localbusinesses posted by users.
  20. 20. Basic Strategies• Set up your business on Yelp (free)• Add information about your business• Announce special promotions• Encourage positive reviews from customers
  21. 21. Closing Social Media Suggestions• Identify your goals and how you will measure results.• If you are new to social media, begin by observing.• Don’t forget Marketing 101.• Social media is not a substitute for having an effective Website and search strategy.
  22. 22. What Social tactics have you engaged in?Any success stories to share?
  23. 23. Email Usage 210 billion emails sent per day 2 million emails sent every second 1.3 billion email users 516 million business email inboxes worldwide Globally, mobile users have surpassed desktop users
  24. 24. Marketers Using Email 92% of all marketers employ some type of email marketing 65% of marketers planned to increase email marketing spending in 2012, while only 3% planned to decrease11MarketingSherpa 2012 Email Marketing Benchmark Report
  25. 25. Key Benefits Highly targeted and immediate (dynamic, personalized content) Measurable and Cost effective Drive sales and up sell current clients Build customer loyalty
  26. 26. The Results  66% of email marketers surveyed agreed that email is the most cost effective marketing tool at their company.1  Marketers said they enjoy an ROI two to three times greater with email than any other direct marketing.1  Email marketing delivered a $40.56 return for each $1 spent in 2011 (Direct Marketing Association).21Forrester Research, 2Direct Marketing Association
  27. 27. Build Your List Organically Existing Customers Sales Leads Trade Shows & Events Sign Up Link in Email Signature Social Media Leverage Your Website Traffic with Sign Up Boxes on Your Website
  28. 28. Sign Up Form Examples
  29. 29. Tip: Keep sign up forms simpleand offer meaningful value toyour target audience. Letthem know what to expectand when to expect it.
  30. 30. List Segmentation Reach segments of your list with relevant messages Segmentation of your list can yield an increase in open rates of approximately 14% Possible segmentation methods  Demographics – gender, age, geography, company size, etc.  Behavior – email response, purchase history, browsing history, etc.  Customer Lifecycle – buyer vs. prospect, stage of customer journey, products/services purchased, etc.
  31. 31. Purchasing Lists?  Not recommended … but if you must:  Make sure your landing pages are aligned to your list’s interests.  Don’t mention the fact that it’s a rented/purchased list.  Test results against your other lists.  Don’t sacrifice quantity for quality.  Instead of using large list collectors, consider specialty lists (from trade publications, associations, trade shows, etc.)Source: B2B Magazine, E-Mail Marketer Insight
  32. 32. CANSPAM Compliance Put your contact info in footer of emails. Use a current email address. Have consent to contact your list. Offer immediate un-subscribe action.
  33. 33. When asked why recipientsstopped subscribing to opt-inemails, more than half saidthe content was no longerrelevant, and 40% said theywere getting too many offers.- Forrester Research
  34. 34. Attributes of Successful Messages Timely and relevant to the reader Not over-selling Clear and compelling calls to action Formatted to look good in multiple email clients Effective landing pages
  35. 35. Topics to Consider Upcoming events Special promotions Product reviews Insider information Free tips, expert advice Information that will help your readers
  36. 36. Email Message Examples
  37. 37. Landing Pages Clearly related to message content Simple call to action Less information is more Mobile friendly
  38. 38. Subject Lines Keep it simple Don’t be overly flashy or pushy Clearly and concisely describes the purpose/content of your email Directly relates to expectations you set with subscribers during the opt-in process
  39. 39. Designing for Readability Keep width to 600-650 pixels Test for compatibility with various email clients Consider responsive design for mobile devices Leverage the preview pane
  40. 40. Responsive Design for Mobile
  41. 41. Responsive Design Tips Single-column layouts that are no wider than 500 to 600 pixels work best on mobile devices. Links and buttons should have a minimum target area of 44 × 44 pixels. Keep your message concise, and place important design elements in the upper section of the message. Source: Campaign Monitor
  42. 42. Run Designand Spam Testing Source: Campaign Monitor
  43. 43. Basic Metrics to Track How many people you sent the email to How many opened it, how many times How many unsubscribed How many forwarded the email What links they clicked What they did after clicking a link
  44. 44. Overall U.S. Industry Averages Email Open Rate – 19.9% Email Click Through Rate – 5.4% Remember, the best benchmark is your own results. Analyze your results and pursue continual improvement. Source: 2012 Silverpop Email Marketing Metrics Benchmark Study
  45. 45. Hundreds of VendorsGood list of vendors at
  46. 46. Important Closing Considerations Running a campaign takes more than just having a platform. Ensure that you are managing your list well and developing great messages. Don’t forget marketing 101 – understand your target market and plan your campaigns with them in mind. Integrate your email marketing with other efforts.
  47. 47. What Email tactics have you engaged in?Any success stories to share?
  48. 48. Thank You Shane FellTop Floor Technologies 262.364.0010 ext.