marketing for success_p4

Marketing for SuccessMarketing your Centre in challenging times. Part 4 – E-Mail, CRM and moreBrant Early Years Centre Nov. 2013

Presented by: Gordon Diver, Diverse Achievements

Gordon Diver - Diverse Achievements - www.diverseachievements.com

Gordon Diver - Diverse Acheivements - www.diverseachievements.com

Agenda• Introductions

• Week 3 Questions

• Week 4 Objectives

• Video

• Tools and tips:• E-Mail

• CRM

• Proposal Writing

Week 3 - Review

Your Social Channels

• Have you tried anything different?

• What was your greatest takeaway from the session?

Position Statement:

• Anyone willing to share

• Any questions?

Week 4 – Goals • Week Four – Wrapping Up:

Adding Video to your efforts;

Some tools to make your work lighter.

Proposal Writing;

Summary.

Have the right equipment:

It is possible to do video on a budget, the keys are: a good script, a good camera (iPhone even

works), good audio, proper lighting and, Good editing software, A YouTube or other account

Why Video is important

After watching a video, a prospect will: 66 percent will continue

to research a product 46 percent visit a vendor

website or contact the vendor for more information

42 percent purchase a product

25 percent add the vendor to their consideration list

Source: IDG Research Services, B2B video Jan2013

Goals for video: Increasing conversion

rates Improving brand

awareness Giving viewers

something useful Creating social

engagements and sharing

Appearing in Google’s SERPS

Starting Your Video

To ensure that your video production effort is efficient and effective, be sure to execute these four steps:

1. Prep for the shoot;

2. Create Quality Control;

3. Edit your raw footage;

4. Know how, when and where your are going to share it.

Various Services Free vs. Paid

Optimizing Video

Optimize: Use your keywords Explore CTA titles Metadata – add a

description of video Tag your video Give consideration to

the thumbnail And finally, ensure

your channel is optimized as well

Video Example that’s easy to do

The best of both worlds – James Wedmore is a recognized leader

for video marketing – here’s an example

Video Best Practices

Wistia has an excellent video learning centre.

My recommendation is that you create video, take the time to do some on your own and save budget for a professional to do it for you on really important projects.

Here’s a quick review of video best practices: http://wistia.com/learning/fundamentals-of-concepting

Successful Email Marketing

Why Email still matters:• It’s cost effective• Easy to build loyal

followers• Easy to track success • Higher engagement

Proof:• DMA reports a ROI of

4,300%• Direct mail cost approx.

Create an exchange with your readers, your valuable information for their valuable time.

Newsletters – What works

Our word today

Two biggest reasons that people unsubscribe:

• Irrelevant emails• Too Many emails

What works:

• Respect your reader – provide content, relevant to your brand and their needs.

• Mix it up, add photos, short quips

• Clarity – if you have a call-to-action, make it obvious.

• Have an editor, be free of spelling mistakes and obvious grammar errors

• Make unsubscribing easy

• Have a post unsubscribe exit survey to improve your offering

Email - Timing

Send your messages at an optimal time. Experiment with this and try different times to see what your data tells you.

Not sure where to start, a recent survey indicated that evenings and weekends are a good time (more time to read).

Email – Personalize it

Consider dividing your readers into various groups,

based on personas that you’ve identified.

Email – Purpose

What is the purpose of your email or newsletter?

• Is your reader being engaged?• Do you have a call-to-action?

Email – Subject Line

How to get your email opened!

Give them enough to want more.

Put yourself in their shoes – what are they dealing with that if they click on your message they’ll get help.

Resources to help you:5 Star Email – HubSpotAvoid Spam Filters - MailChimp

Email – Mobile Optimization

Ensure it can be easily read on a smartphone (Responsive Design)!

30% of subscribers will unsubscribe if they can’t read your newsletter on their smartphone or tablet.

Email – Exit Surveys

It will happen, someone will unsubscribe. Here’s what to do!

• Thank them.• Ask them for feedback (no more

than 3 or 4 questions.• Ask if they’d prefer to follow you

on a social platform at their convenience, and provide easy to subscribe links.

• Ensure you take them off your list.

A poor email deconstructedSeth Godin deconstructed an ineffective email effort. The eight areas covered:

1. Not really having permission2. Blaming your email tool3. Mail merge – really, still?4. Text vs. HTML5. No clear immediate intent6. What you’re asking for7. When will this end?8. Sending all at once, test to be

effective

See the full post here: http://on.fb.me/18GuKrO

Some tools to make it all easier

In this section we’ll talk about some of the tools to make your work easier, such as:

Analytics sCRM Systems Social Media

Management Screen Capture

Analytics• Singular metrics aren’t useful. Metrics

should be grouped and compared from multiple pivots. (i.e. channel to channel)

• Metrics are rarely static. Have core benchmarks, but tweak, refine and add as you surface new intelligence.

• Segment metrics based on use cases and jobs to be done – not just revenue.

Analytics – Evil vs. Essential • ESSENTIAL

• Biggest evil of all: most orgs don’t bother to ask customers what they want before planning social strategies.

• Mindless measurement: tracking stats without setting goals.

• Metrics without analysis and action aren’t worth tracking at all.

• Customers will measure you by their own set of metrics, which might be far different than your own. Find out what they want.

• Metrics must be tied to business goals, events, and KPIs.

• Metrics are rarely static. You can support dynamic changes by implementing a repeatable process for measurement, analysis, & action.

• EVIL

Analytics – Good vs. BadPOINTLESS ON POINT

We got 10 new followers this week!

Of the 10 new followers we got this week, 4 of them joined our community after liking post X, and 3 of them shared it along to their followers with positive sentiment.

Post shares are up! Post shares are up by 12% over last month. Three key posts contributed to this: X, Y & Z.

3 people commented on that post!

Of the three people that commented on the Strategy post, two thought it was smart, and one added further suggestions we can incorporate into additional content.

Measure what matters!

Arm decision makers with actionable intelligence; NOT empty metrics. “WOOT! We have 10 new

followers!” just doesn’t cut it.

Monitor

Feedback

Assign

Action

ProcessResponse

Analyze

ShareStart

Proper use of analytics will help you make correction in your online marketing efforts to get the most from your budget resources (time and money).

Customer Relationship Management

At its simplest, a CRM system allows businesses to manage business relationships and the data and information associated with them.

There are many wonderful systems on the market, find the one that fits your needs and budget.

A CRM system can serve as a vital nerve center to manage the many connections that happen in a growing business.

7 Signs you need a CRM

1. Interactions with your customers are not in 1 place

2. Lack visibility into sales teams activities

3. Reporting and Analysis is time consuming

4. You don’t have all the data you need

5. Your not staying in touch

6. You can’t distinguish your best customers from everyone else

7. You don’t have a plan to scale

Major advantage of CRM: Report your

progress internally, and open up channels for transparent

collaboration across teams

An Illustration of how it could work

Social media is about connecting people and sharing information. The video tells a story of how sharing a single update can spark a larger conversation – between a student, a baker and bank. It also highlights how HootSuite can help you streamline your social media efforts.

SM Management Tools - Dashboard

One place to manage all of your social channels

Build Your Network with tools

Stephanie and I have just connected on Twitter – we have a few mutual connections in common.

We have followed each other and from looking at her profile saw that we had other interests in common.

Integrated Social with CRM

Because of that, it would be worthwhile to develop the relationship by stay in touch with Stephanie’s social activities.

As simple as clicking on the “View Nimble Profile”, while still in Hootsuite.

What the record would be

Manage the new contact

Add other Social Channels to Record

How we first met and how we can extend our connections.

Productivity tools to assist with social

Proposal Writing

What to consider:

• Read the guidelines thoroughly

• Ensure you provide what is being asked for

• Use plain clear language, avoid acronyms and industry slang.

• Ensure that what you are offering fits with the goals of the proposal – you’re time is valuable, why waste it.

Resources:To help you prepare:

1. Wistia’s Learning Centre: http://wistia.com/learning/ Video

2. Email How To’s Constant Contacts Learning Centre- http://www.constantcontact.com/learning-center/index.jsp

3. Nimble sCRM: – Click Here Free Trial

4. Hootsuite: http://bit.ly/1cKCw8E Free account and upgrade

5. Proposal Writing: Best Practices – From Ontario Healthy Communities Coalition

6. Google Adwords Grants: http://www.google.com/grants/

Thank You

Your invited a 1 hour review.

Choose what you’d like to discuss in your hour:

• On-line review Web/Social• Set up of a social platform• Social media audit • Copywriting instruction

To book your session send an email to: gordon@diverseachievements.com

marketing for success_p4

social channels

proposal writing

gordon diver

diverse acheivements

rarely static

post shares

crm system

email

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