tools for effective contact management
TRANSCRIPT
TOOLS FOR EFFECTIVE CONTACT MANAGEMENT Art Lee Founder, Internet Marketing Coach
YOUR MOST PRECIOUS ASSET AGENDA
• Importance of Contact Management
• Tools and Strategies
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• Implement in your marketing
• Social Media, Email Marketing, List Building, etc.
INTRODUCTION
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ART LEE
‣ Seasoned digital marketer with extensive experience in leading and managing technical projects across APAC and U.S. He has both extensive technology and business skills which are both required to effectively manage any digital marketing campaign and to ensure business objectives are met. The skills that are most valued by clients is his ability to listen and to create solutions.
PURPOSE 4
“Businesses are more focused on immediate
results. Contact management should be
ongoing and has potential for huge results.”
-Art Lee
DISCLAIMER 5
Technology changes frequently. Some concepts presented may not work as explained. It is recommended to research and test to ensure actual results.
PERSPECTIVE Facebook for Business
7 PERSPECTIVE
THE MOST DREADED TASK
From a recent poll of local businesses in 2012: Over 92% of local businesses stated their contact database is their most valuable asset. BUT Less than 8% are happy with how they are currently managing their contacts. AND Less than 13% have actually created an effective system to manage their contacts
FUNNEL GOALS PERSPECTIVE 8
TARGETING CONTACTS PERSPECTIVE
• The Most Defining Action of your Campaign
• Target content (event, survey, article, video, etc.)
• Digital Analytics
• Trial and Error
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CUSTOM MESSAGING
Email Messaging directed to target audience:
Target - SME: Tools for Contact Management (focus on DIY)
Target - Potential Partners: “Increase customer acquisition via contact management” (focused on lead generation)
10 PERSPECTIVE
11 PERSPECTIVE
GOAL: SEGMENT & TARGET
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
• Most will mass email all contacts or a simple subset
• Contact management is a lot of work
• If segmentation practiced, then targeted message will yield better results
• Segmentation to a master database and then propagate to all marketing campaigns
DEFINE COMMUNITIES
WHY? DEFINE COMMUNITIES 13
Understanding which communities of people you
want to reach makes it easier to target the marketing
channels used to deliver your message
1) Think about how and what you will communicate.
2) Think about who you want it to reach.
Promote events: ‣ Use emails ‣ Facebook messaging ‣ Meetup.com email event
notifications
‣ SMEs (Hong Kong) ‣ Businesses offering services to
other businesses ‣ New/startup business
DEFINE COMMUNITIES 14
TARGET DIGITAL CHANNELS DEFINE COMMUNITIES 15
DEFINE COMMUNITIES 16
TIPS ON SOCIAL MEDIA DEFINE COMMUNITIES
Are target customers using social media. If so, how?
Used for personal, business or both?
Segmented contacts within Social Media?
Avoid over feeding news (Emails, Facebook feed, Facebook Messaging)
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FACEBOOK SEGMENT DEFINE COMMUNITIES
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DEFINE COMMUNITIES
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DEFINE COMMUNITIES
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TWITTER SEGMENTS DEFINE COMMUNITIES
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EASIER TO READ/TRACK DEFINE COMMUNITIES
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EASIER TO READ/TRACK DEFINE COMMUNITIES
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TWEET TO A LIST DEFINE COMMUNITIES
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25 DEFINE COMMUNITIES
RULES OF ENGAGEMENT
Email Best Permission Based Marketing DO NOT Abuse
Limit point of contact and make it relevant
Do not share/sell contact information
Limit your Post exposures on Social Media
Provide Unsubscribe Option
Care for your contacts as once they hate your emails you are wasting your time
EXERCISE Define your communities
27 DEFINE YOUR COMMUNITIES
SAMPLE SEGMENTATION
Prospects – Promote Specials, Discounts Events
Current Customers – Promote VIP events, offers cross sell
Past Customers – Promote extended offers, discounts
Location – Hong Kong– Promote partnerships
Location – Singapore – Promote Lead Referrals
Vendors – Promote partnerships and offers
Business Partners – Share network resources
CREATE SEGMENTS/CATEGORIES
DEFINE YOUR COMMUNITIES
BREAK INTO GROUPS OF 3 OR MORE
1. Come up with a list of segments/categories that make sense for your business
2. Identify how you would market to them
3. Keep in mind, type of content used
A CLOSER LOOK GOAL
Goal: To understand how you look at your contacts on a business and personal level.
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ONE APPROACH
Compiling contacts
30 COMPILING CONTACTS
WHAT DO YOU DO?
Business Cards
Contact Database
Email Campaigns
List Building
Customer Service Prospecting
Linkedin/Facebook
Groups Newsfeeds
Social Media Channels
BUSINESS CARD COLLECTION COMPILING CONTACTS
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COMPILING CONTACTS
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Ask to connect or send email.
COMPILING CONTACTS
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COMPILING CONTACTS
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COMPILING CONTACTS
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EXPORT TO CSV COMPILING CONTACTS
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A LOOK AT TOOLS
CONTACT MANAGEMENT
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SPREAD SHEETS • Can be any spreadsheet
program • Flexible to manipulate
multiple fields • Import and export CSV
files to any system
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EMAIL PROGRAMS
• Categories/Segmentation
• Add contacts immediately
• Export to CSV
OUTLOOK CATEGORIES A LOOK AT TOOLS
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41 A LOOK AT TOOLS
SALESFORCE • Segmentation, lead
management • Social media integration still
improving
42 A LOOK AT TOOLS
MAILCHIMP • Track, Analyze, Segment
• Connection to Social Media and custom templates
SH*T MORE CHOICES.. A LOOK AT TOOLS
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BEST PRACTICES A LOOK AT TOOLS
Keep it simple
Social Media Integration still yet to be effective
Free is not always good
Must be able to track campaigns and analyze what’s going on
Must be able to segment your contacts effectively
Whatever you feel comfortable with, learn it and use it well
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MAILCHIMP WALKTHRU
CONTACT MANAGEMENT
FREE! WE LOVE IT! MAILCHIMP WALKTHRU 46
MANAGE YOUR TEAM MAILCHIMP WALKTHRU 47
MAILCHIMP WALKTHRU 48
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MAILCHIMP WALKTHRU 50
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MAILCHIMP WALKTHRU 52
MAILCHIMP WALKTHRU 53
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FINAL TIPS
You don’t have to be everything to everybody
Select several niches and test several campaigns, split testing
Find the Hot Customers, increase contact right away
Identify V.I.P. Fans, Help them to help you
Keep campaigns targeted and very focused
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DISCUSSION TIME
58 FACEBOOK FOR BUSINESS
Q&A 59 INSERT CLASS TITLE