grow your business with email & social media marketing strategies 2013
Post on 15-Sep-2014
552 views
DESCRIPTION
Marketing has changed, some of the change is obvious, but I want to talk briefly about one of the subtle changes that affects you, and your ability to grow your business using all of the new online tools...that is a basic shift in the way you may find and keep customers with today’s business climate. And it’s a fundamental change in the way most small business owners think about their marketing – but it works. We see it working every day using the tools of Email and Social Media Marketing/ Engagement!TRANSCRIPT
© 2013
Grow Your Businesswith Email & Social Media
simple marketing strategy
for small business & nonprofits
© 2013
Connect, Inform & Grow
Will GladhartCEO, Will Gladhart Consulting, LLC & CC Business Solutions Provider
www.willgladhart.com
www.linkedin.com/in/WillGladhart
facebook.com/WillGladhartConsulting
@WillGladhart
www.constantcontact.com/kansascitywww.constantcontactseminars.com
Upcoming Seminars
© 20133
FREE Resources
www.SocialQuickStarter.com
© 20134
Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 20135
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
Up 80%Source: Litmus, “Email Client
Market Share,” April 2013
© 20136
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
© 20137
ENGAGEMENTthe new word-of-mouth is
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
you can be your authentic self
8
you have an advantage
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 20139
ENOUGHis it
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?
© 201310
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
Define Your Audience aka Core Marketing Message
Message is SPEFIC to Audience
© 2013
3
set marketing GOALS and OBJECTIVES1
2
11
an agenda and framework for marketing that works
1
get measurable RESULTS3 get measurable RESULTS
run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter
© 201312
GOALSmarketing
•reach new customers•drive repeat business
•nurture leads•engage members and advocates
•increase donations•brand awareness
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201313
OBJECTIVESget more specific with
drive donationsthis month
deliver content to tradeshow
leads
fill seats on a
Sunday night
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201314
ONE AT A TIMEtry to think about just
what action would people take?can you measure it?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver content to tradeshow
leads
© 201318
EXERCISEcapture your ideas
» write down at least one objective•Will achieving this objective help my biz grow?• Is the objective obtainable?•How will I measure my progress towards it?
» consider this for each objective you wrote down…•what does success look like?•be as specific as you can
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201319
EXERCISECore Marketing Message
» Complete a Profile of Your Ideal Client•What are their problems, pains & predicaments?•What would get their attention…•What words prove you knew what clients are going through?
» Ultimate Outcome you are able to produce for the ideal client…tangible results!
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201320
EXERCISECore Marketing Message
» Detailed List of 10 Unique Benefits you offer
» Overview of your Main ServicesWhat you doWhat happensWho We ServeHow We WorkTaste of the business process
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES
21
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201322
CAMPAIGN?what is a
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH{content}
PULL{response}
© 201323
CAMPAIGNStypes of
discussion
informationsharing
event invites +updates
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +promotions
fundraisingbuild your network
© 201324
WHAT DO I WRITE 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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201325
HOW MUCH IS ENOUGH
LESSIS MORE.FOCUS. Up 80%
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201326
WHAT DO I WRITE ABOUT
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201327
WHAT DO I WRITE ABOUT• repurpose + reuse
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201328
EXAMPLES OF OFFERS
discounts downloads
supporta cause
eventinvites
hints + tipsB2B services
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201329
GOT PICS?Social channels thrive on visuals
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201330
post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2013)
Up 80%
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201331
WHICH CHANNELS MATTER?• depends on your audience and what you want them to do
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201332
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALyou have to use both
amplifyyour email
drive traffic back to your list, email,
website, etc.
© 201333
EXERCISEcapture your ideas
» 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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201334
NOW. LATER. OR NEVER.three little words that rule your world as:a marketer, business owner or consumer
• who is it “from?”• what’s the “subject?”• when do you send your communication?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201335
WHO IS IT FROM?winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201336
LOOK LIKE YOUbrand consistency
colorcop.netsearch “Pixeur”
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
DigitalColor Meterinstalled on Macs
© 201337
LOOK GREATbrand consistency
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201338
SUBJECT OR HEADLINEwinning the battle of priorities
2SECONDS2WORDS 2TODAY
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201339
SUBJECT OR HEADLINEwinning the battle of priorities
Try a naughty or nice burrito, $5 off [burrito restaurant chain]
Low Cost, High Value is Good News [B2B marketing services provider]
Daily Alert “Bunnies are Evil” [online t-shirt printer]
Penny for Pet Thoughts, $5 Coupon [survey request, pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201340
AVOID SPAM SPEAKDon’t get sent to the trash
Avoid these Words: Free, Guarantee, Spam, Credit Card, etc
ALL CAPITAL LETTERS
Excessive Punctuation: !!!, ???, ###, **
Excessive Use of “Click Here? OR $$$$ or non-common symbols
No From Address OR Misleading Subject Lines
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201341
EXERCISEcapture your ideas
» use the 2-2-2 principle• write a good subject line or headline for
each of your campaigns
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201342
WHEN TO SEND & POSTWHEN 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?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201343
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
FIND YOUR BEST DAY
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201344
FIND YOUR BEST TIME
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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
© 201345
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 201346
• 67% don’t see images by default
• text links get more clicks than buttons
• place your logo left or center in email
• include company name in text
• call to action must be above scroll line
• do not give too many choices, 3 topics max
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
PRACTICAL ADVICE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201347
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EXERCISEcapture your ideas
» when will you send?• write down three days and times you want to test for your emails
© 2013
3
set marketing GOALS and OBJECTIVES
48
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201349
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201350
RESULTS ARE MEASUREMENTS OF ACTIONS
click ordownload
come tothe storeor office
schedulea session
donate call
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201351
TOOLS YOU NEEDEmail marketing is hard to beat
• lots of physical, measurable response
• easy to brand with colors + logos
• helps to measure and monetize social media
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201352
TOOLS TO EXPAND YOUR REACH• Simple Share tool
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201353
TOOLS TO EXPAND YOUR REACH• social media buttons
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201354
TOOLS TO BUILD YOUR LIST – OFFLINE
•at register •with the check at end of the meal
•on registration forms
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201355
TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201356
TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™from Constant Contact
Text to Join™from Constant Contact
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201357
THIS IS EASY. REALLY.no cost tools save you time, energy & sanity
monitor+
schedule
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201358
BE YOURSELF.
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201359
Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Send personalized email newsletters and expand your audience with our list-building
tools.
Manage your events online: send invites,
create an event homepage, and
promote registration.
Turn fans into customers with coupons, downloads, and contest on Facebook
and get new likes and email sign-ups.
Reward loyal customers with shareable local deals
and capture contact info every time
you sell.
Get found by millions online and manage your business info across the web, all
from one place.
Transform your communications into conversations with online surveys and
polls.
Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey
© 201360
Q & APLEASE TAKE A MOMENT TO FILL OUT YOUR SPEAKER ASSESSMENT FORM
facebook.com/willgladhartconsulting
twitter: @willgladhart