automate your marketing

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So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”

Sandra Flores832-915-0706

[email protected]

© Constant Contact 2015

Automate Your MarketingPlanning ahead to convert and keep

Nations, Dennis

"Dress to impress" doesn't make much sense for this topic...need something else. LOVE the "convert and keep" piece...maybe one more thing about the automation piece?

Par-ti-ci-pate

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

Marketing has changed.

5

1. Marketing for today

Marketing then.

Marketing now.

FindConvertConvertKeep

You receive...

6

Automation tools are good for you and them

Your customers receive...

Clicks & downloadsBring visitors to the doorPrompt reservationsEncourage calls

Coupons & discountsVideos, guides, e-

books

Support & assistance

Information & tips

91% of people check their email daily

Source: Litmus

7

82% sign up for

email on brand

websitesSource: Litmus

72% sign up

expecting discounts

Source: .slideshare.net/bluehornetemail

$44.25 average return for every $1 spent on email marketing

Source: salesforce.com/blog/2013/07

3x higherconversion rate

than social mediaSource: forbes.com/sites/mckinsey

Email marketing:

Glossary

Glossary of termsAutoresponder

Any kind of pre-designed automated email Date-based triggers

Automated emails that send on a birthday/annual date. Contact

An existing email address you already have Subscriber

A brand new email address you didn’t have beforeCampaigns

Your email marketing message(s) or promotion(s) 8

Agenda

9

1.What is an automation campaign?2.How do you know if you should use

one?3.How to use it the right way4.Next steps

10

Automation campaigns can help send what you wish you had the time to send.

1. What is an automation campaign?


Autoresponder

11

Welcome!

Autoresponder works while you do.

How does it work?

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Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) or you manually add them to a listA birthday email can be sent in advance of one’s special day

A special message can be sent in advance of milestone date

In a series, previous email sent triggers next in queue

When a contact is added to a list

Birthday event

Anniversary event

Previous email

Actions that trigger emails to send messages to new subscribers:


Automation

List Join Triggers

Welcome Emails

Autoresponder Date Based

AnniversaryBirthday

13


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Date-based automation

List Join automation

Series of messages sent to new subscribers

Messages initiate when prospects join

mailing list Triggered by subscription

One message sent to existing customers Messages initiate on

special dates/occasions

Triggered by data in contact record

Created in advance for marketing Short, sweet & evergreenContains onecall-to-action

EmailWebsite

Social Media

Make a lasting impression. Every time.

Offer an incentive to join your mailing list – then make it easy


They subscribe!Autoresponder

delivers incentive immediately

Subscriber takes action by

redeeming coupon

Agenda

16


one?3.How to use it the right way4.Next steps5.How to grow your list

2. How do you know if you should use one?

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If you answer ‘yes’ to any of these questions…Autoresponder may be right for you

Do you send the same introductory information over & over?Do you neglect to send information to new subscribers?Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately?Do you have specialized sub-audiences with varying interests?Do you want to celebrate customers’ birthdays?Do you want to send annual reminders?

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60%

Source: Fleishman-Hillard ChiefMarketer.com

higher open rates reported when new subscribers received Welcome Email

89%

of consumers turn to search engines to research products or services before purchasing

Use Automation Campaigns.

Agenda

19


one?3.How to use it the right way

a.Identify the goal of an autoresponder series

b.Segment contact list c.Use evergreen contentd.Determine the timing

4.Next steps5.How to grow your list

3. How to use it the right way

Identify the goal. Strategize.

3a. Identify the goal of an autoresponder series

A B

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21

3b. Segmentation

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Segment lists by your audience’s interests

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Event Announcement s

Free Shipping

Special Offers and Discounts

Free Shipping

Free Shipping

New Product Announcements

Event Announcement s

Pr o ject G uides, Blogs

G ene r alized I nt e r est


Free Shipping


G en er alized I nt e r est

New Product Announcements

G e ner a lized I n t er es t

Pr ojec t G u ides, Blogs

New!Regular customers or donors

VIPs

Segmentation and targeting...

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2. Make what you have work for you

Seasonal customers or supporters

Dog Owners

Cat Owners

Bird Owners

More Segmentation by interests or demographics

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2. Know your audience, and when to send

3c. Use evergreen content

Identify what you can offer - you have plenty

Record a video series via

smartphone

Coupons, promo codes, consultations

or gifts

A special recipe

Highlight products, services, employees

with imagesShare a collage of

photos Link to an

informative blog post

Access to an e-book, webinar or

podcastA handout, cheat-sheet or How-To

guide

Tell your story in installments

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Make it timeless. Make it evergreen.

It is timeless, it never expires

It includes goal-driven calls-to-

actionIt’s short & sweet; informative, useful

& timely

Make it your best content.

3. Timing Best Practices

Scheduling your messages.

Weekly?Monthly? Bi-

weekly?Occasionally?

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4. How others use automation tools

B2BWhatever you do…don’t forget The Welcome Email!

B2C Non-profit

S M T W T F S1 2 3 4 5

6 7Regular

Newsletter

8 9 10 11Spring Patterns

Promotion - $3.99/2 patterns

12

13 14 15 16 17 18 19

20 21Subscribed:

Welcome Email 2 free patterns

22 Share social

media networks: YouTube, Facebook, Pinterest,

Instagram & Our Company Story

23LJ Partners

Reseller Program & Links & Sew

Powerful Charity Foundation -

Zambia

24Introduction to Pixie Packs & Pixie Perks

Rewards Program

25“Buy 2 Get 1

Free" coupon for $3.99 patterns,

Promo Code: onetimegift

26

27Regular

Newsletter

28 291 week follow-up

+ link to free tutorials

30


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Autoresponder Strategy Calendar – Liberty Jane Clothing – B2CNew Subscriber

Request to connect via social

Blog post/resource links

Regular newsletter

Promotion of products or services

Coupons/offers/promotions

Autoresponder Series

S M T W T F S1 2

Regular Newsletter

3 4 5

6 7 8 9 10 11 12Subscriber joined today

13 14Learn How to Gain Contacts & What Content to Write

15 16 17 Subject Lines & Goal-Oriented Strategy

18 19

20 21 22 Simple Messages + Integrating Email into Marketing Plan

23 24List Building Mastery Class Code

25 26

27 28Regular

Newsletter

29 30


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Autoresponder Strategy Calendar – Building Aspirations – B2BNew Subscriber

Request to connect via social

Blog post/resource links

Regular newsletter

Promotion of products or services

Coupons/offers/promotions

Autoresponder Series

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3. How to use it the right way

Remind that they subscribed – provide clear way to unsubscribe

Tell them how many emails they can expect

Set email to send immediately after joining

Offer an attractive ‘Thank You’ offer in initial email

Neglect to remind them, neglect to include clear way to unsubscribe

Send a lot of info in one email they have to sift through

Forget to create this ‘evergreen’ immediate follow-up message!

Forget to introduce your brand with your colors, logo, from name & mission statement

Do these... Do not do these...

Agenda

33


one?3.How to use it the right way4.Next steps5.How to grow your list

5. Next Steps

Next Steps

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1.Determine how automation could be used

2.Identify call-to-action goals3.Create segmented lists4.Use evergreen content 5.Determine the timing

5. Next Steps

1. Start with what you’ve got

• Growth takes time• Growth is an ongoing process• Efforts must be organized & consistent

• A combination of traditional and modern methods are most successful

Growing your list sounds complicated but it doesn’t have to be if you understand.

Gather up contacts

1. Start with what you’ve got

36

Start with your database

Digitize business cards

Seek out networking

opportunities Ask fans/friends on Facebook to join

Establish an incentive to subscribe

Ask best customers

to join

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2. Make what you have work for you - USA

Cover all your basesOrganize database into listsSegment lists by customer interest - use external termsCreate sign up formAdd embeddable sign up form to website/blogSetup Text to Join keyword (US customers only)Set up QR Code Set up Facebook Join app Download iCapture app for iPad/tablet

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•Add a Join Mailing List button

•Add Social Share buttons for additional way to follow you

•Ask to share email on social or to forward to someone

Use a permanent footer.

SALONBELLA

Use Text-to-Join to collect contacts

SALONBELLA

Print advertising is not dead - it just

leads to the internet

Paper and pen still appeals to many.

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3. Collect more from everywhere you are

Clarify how to join your mailing list online

Facebook Business Page Twitter Instagram bio

LinkedIn Website/Blog Photo/Project Sharing site

Online Listings (YellowPages,

Yelp!...) Periscope Pinterest bio

Ask. Wherever you are.

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Explain the benefits of subscribing & provide signup form Include Sign-up Form URL in online listings in “about/menu”Install a Sign-up Form App to FBCreate fun posts with a request to subscribe –try using images alsoInclude a Sign-up form URL in profile bioCreate a beautiful image detailing how to subscribe – include link in comment

Website/Blog

Online ListingsFacebook Business PageSocial media platformsInstagram

Pinterest

Bio pages Include a Sign-up form URL in profile bios to gather most interested subscribers

Not sure what to offer as incentives?


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Gift, swag Percentage off Special Offer Code

E-book, whitepaper, guide

Exclusive Video Link On site service

If there’s one day people are excited about finding new businesses it’s small Business saturday. make sure you’re asking people to join your list when they come in for this special day.

www.constantcontact.com/learning-center

Participate in Small BusinessSaturday

http://conta.cc/Zgt1Kt

http://conta.cc/Zgt1Kt

http://conta.cc/10OCKJf

Supercharge your Facebook list growth with a Facebook Ad. Add new fans and new subscribers by driving people to your Facebook sign-up form.

Buy a Facebook ad


When appropriate let members of the same LinkedIn Groups know about your email list.

Learn more: New to LinkedIn? Find out how to get started!

Join a LinkedIn group

• tip: Find out how to run and participate i Tweet Chat.

n a

Tweet chats are a great way to boost engagement on Twitter. It can help you attract new followers and can give you a unique opportunity to grow your list.

Host a Tweet chat

Easily add a link to your sign- up form on your website and collect emails from people who visit your site. Give your sign- up form plenty of visibility by putting it on every page.

Add sign-upform to yourwebsite

Ask your current contacts why they enjoy your emails and then create a page on your website highlighting the biggest benefits of signing up.

Create a “reasons to sign-up”page

Don’t ask too many questions. You may miss chances to grow your email list. Keep your sign- up form short and simple. Only ask for the information that’s absolutely necessary. You can collect more information down the line.


Keep your sign-up formshort

If someone enjoys what you have to say on your blog, there’s a good chance they’d want to see your updates in their inbox.

tip: Constant Contact customers using Wordpress can use our free Wordpress integration to create a sign-up form that adds email addresses directly to a Constant Contact email list. Find out how.

Add to yourblog

Writing for other blogs is a great way to get in front of a new audience. Include a link to your sign-up form in your author bio. If people like your post, they’ll want to get more information from you.

Guestblog

Join our list to learn more about what we have to offer!

Join our list to receive exclusive discounts!

Over 1,000 people have signed up to receive our emails each month. Sign up today!

Don’t miss a thing! Join our email list to get updates sent to your inbox once a week.

Test different calls-to-action and see how your audience responds.


Test differentcalls to action


Add a sign-up link to your next online survey. Let people share their feedback and join your email list.

Collect emails withan online survey

tip: If you want people to share your email, be sure to tell them directly, “Share this email.”

Sometimes, the best way to grow your list is to extend the reach of your emails. Add social share buttons to make it easy for people to share your emails on their social networks.

Add socialshare buttons to your email

Get more exposure for your email list byincluding a link in your regular emails.

Your emailsignature

With picMonkey, you can put text over images—a great way to ask people to join your list! Share your images on Facebook, Twitter, or hang them in your store.

Learn more: New to Picmonkey? Find out more.

Use PicMonkey

If people are interested in what you have to say, there’s a good chance they’ll be interested in what you write in your emails. Let people know you have a resource they can sign up to receive.

Book a speakingengagement

Look for ways to reward your customers and grow your email list in the process!

Start a loyalty program

Offer a couponon Facebook

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4. You’ve got the email address, now what?

79%

Source: Fleishman-Hillard

of consumers said they Like or follow brands for information about the company

89%

of consumers turn to search engines to research products or services before purchasing

Use Automation Campaigns

Next Steps

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1.Everything in its place2.Create segmented lists3.Collection methods ready &

functioning4.Create and schedule Welcome

Emails 5.Repeat

5. Next Steps

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•You really can do this!•One toolkit. One login.

76%

of people read email

on their phones

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3. Consider desktop & mobile

67%

of b2b workers view emails on their phone

64%

of key decision makers read emails on mobile

Source: 60secondmarketer.comSource: Marketing Sherpa

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Start where you areStart where you areAnd where your customers andrelationships are.

SAVE!

© Constant Contact 2015

All the channels that matter.Email. Mobile. Social.

Grow with Constant Contact

All the marketing campaigns you need together in one place.

$5/month for your first 3 months of Email

IF YOU BUY TODAY

This promotion (the "Promotion") ends tonight, after this seminar (the “Seminar”) at 11:59 p.m., local time (the "Promotion Period"). If eligible Constant Contact customers purchase the Email level product of Constant Contact during the Promotion Period, they will receive the Email level product at a discounted price of $5 per month for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are not currently a trialer or paying Constant Contact customer, (ii) attend the Seminar and receive this offer at the Seminar, and (iii) follow the link above and become a paying Constant Contact customer during the Promotion Period. After the first three months have ended, eligible participants will automatically be charged the current retail price for the Email level product unless they cancel their accounts. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions available at https://www.constantcontact.com/legal/terms.

Exclusive Offer for Today’s Attendees

My Upcoming Seminars & Training

www.WeCoachSalesPros.comThursday, December 8, 2016

6PM to 9PM Vision Board Workshop

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"We provide motivated small to mid size companies money making processes.

So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”

Sandra Flores832-915-0706

[email protected]

71

Questions?