newvine growing: your website and email newsletter — the foundation of your online marketing

Your website and email - the foundation of your online marketing

NAFDMA 2014

Colleen NewvineNewvine Growing

Our agenda Website basics you should have Borrow ideas from competitors Think mobile Email basics you should have Encouraging people to sign up Think mobile – again Monitoring results Your questions

#NAFDMA@NewvineGrowing

Center of gravity Your website

#NAFDMA@NewvineGrowing

Anchor with your website

Build your marketing around your website: Put your best content on your site Link back to your site often Make social sharing buttons prominent Post sharable content

#NAFDMA@NewvineGrowing

Consumers look online

41 percent of online sales = Search

#NAFDMA@NewvineGrowing

Website necessities

Five basics your website should have: What you offer Where you are When you are open How to contact you Search function

#NAFDMA@NewvineGrowing

Remember your user

YouYour audience

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

Mobile continues to grow

#NAFDMA@NewvineGrowing

Mobile continues to grow

#NAFDMA@NewvineGrowing

Email is an effective toolA round up of statistics from Salesforce: 44% of email recipients made at least one

purchase last year based on a promotional email. (Convinceandconvert.com)

7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)

Emails that include social sharing buttons have a 158% higher click-through rate. (GetResponse)

82% of consumers open emails from companies. (Litmus)

#NAFDMA@NewvineGrowing

Email necessities

Five basics for good email marketing: A compelling non spammy subject line A short message with a clear focus Where you are When you are open How to contact you

#NAFDMA@NewvineGrowing

My personal email peeves

“X Business February newsletter” “Greetings, everyone!” “I can’t believe it’s 2014. Where does

the time go? Leaving out important information Typos and bad grammar Unsolicited attachments No replies email addresses

#NAFDMA@NewvineGrowing

Stumped by what to write?Consider your audience:

o What information do they need?o What information do they want?o What’s the specific next step you want

them to take?o What’s in it for them?

#NAFDMA@NewvineGrowing

Motivate people to sign up

HubSpot recommends this approach to collecting email addresses so you can build an ongoing conversation

#NAFDMA@NewvineGrowing

What do you see?

#NAFDMA@NewvineGrowing

Everything works together

Connect all of your marketing channels: List your website on your business card Promote social accounts on your website Include URL and social accounts in

emails Encourage email sign ups on your

website

#NAFDMA@NewvineGrowing

Everything works together

#NAFDMA@NewvineGrowing

Everything works together

#NAFDMA@NewvineGrowing

Is it working?

#NAFDMA@NewvineGrowing

Is it working?

#NAFDMA@NewvineGrowing

Is it working?

#NAFDMA@NewvineGrowing

Take this talk home

#NAFDMA@NewvineGrowing

Newvine GrowingMarketing strategy and tactics for farmers, farmers markets and farm-to-table restaurantshttp://newvinegrowing.comcolleen@newvinegrowing.com

#NAFDMA@NewvineGrowing