october 22 robyn quinn - grow your business with email marketing and social media

© 2013

Grow Your Businesswith Email & Social Mediasimple marketing strategy

for small business & nonprofits

© 2013

Robyn QuinnOwner and Principal Consultant

Big Bang Communications

quinn@bigbangcommunications.ca

@PR4Science

© 20133

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INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

38%Source: Litmus, “Email Client

Market Share,” April 2012

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INTRODUCTION

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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)

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ENGAGEMENTthe new word-of-mouth is

INTRODUCTION

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you can be your authentic self

7

you have an advantage

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ENOUGHis it

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to just look good?

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at its core, marketing is abouteliciting a physical and measureable

RESPONSE

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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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3

set marketing GOALS and OBJECTIVES1

2

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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

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GOALSmarketing

INTRODUCTION

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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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OBJECTIVESget more specific with

drive donationsthis month

deliver content to tradeshow

leads

fill seats on a

Sunday night

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ONE AT A TIMEtry to think about just

what action would people take?can you measure it?

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fill seats on a

Sunday night

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BC Business Success Stories• Island Natural Market – building on the

basics• http://blogs.constantcontact.com/product-bl

ogs/social-media-marketing/how-to-turn-facebook-fans-into-customers/

• “The ease of converting fans into customers has really been the biggest advantage,” Nadia explains. “That and having people come into the store and tell us how much they loved the campaign.”

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EXERCISEcapture your ideas

» write down at least one objective•you have space for three

» 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

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3

set marketing GOALS and OBJECTIVES

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an agenda and framework for marketing that works

1

get measurable RESULTS

2 run CAMPAIGNS on the CHANNELS that matter

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CAMPAIGN?what is a

INTRODUCTION

GOALS + OBJECTIVES

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{content}

{response}

CALL TO ACTION

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CAMPAIGNIDEAS

discussion

informationsharing

event invites +updates

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GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

offers +promotions

fundraisingbuild your network

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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

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HOW MUCH IS ENOUGH

LESSIS MORE.FOCUS.

38%

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GOT PICS?some channels thrive on visuals

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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 2012)

38%

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WHICH CHANNELS MATTER?• depends on your audience and what you want them to do

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INTRODUCTION

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EMAIL + SOCIALyou have to use both

amplifyyour email

drive traffic back to your list, email, etc.

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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

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NOW, LATER OR NEVERthree little words that rule your world

• who is it “from?”• what’s the “subject?”• when do you send your communication?

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WHO IS IT FROM?winning the battle of priorities

CAN-SPAM Actwww.business.ftc.gov

search “CAN-SPAM”

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SUBJECT OR HEADLINEwinning the battle of priorities

2SECONDS2WORDS 2TODAY

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EXERCISEcapture your ideas

» use the 2-2-2 principle• write a good subject line or headline for

each of your campaigns

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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?

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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

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FIND YOUR BEST TIME

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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

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WHEN TO SEND & POST

best day best time

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!

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INTRODUCTION

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EXERCISEcapture your ideas

» when will you send?• write down three days and times you want to test for your emails

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3

set marketing GOALS and OBJECTIVES

35

an agenda and framework for marketing that works

1

get measurable RESULTS

2 run CAMPAIGNS on the CHANNELS that matter

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at its core, marketing is abouteliciting a physical and measureable

RESPONSE

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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RESULTS ARE MEASUREMENTS OF ACTIONS

click ordownload

come tothe storeor office

schedulea session

donate call

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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

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Canadian Business Metrics• The Wine Station (Ontario)

“People don’t have the time to

read a lot of text. We make

sure our emails are informative

but quick and easy to read.”

Julie Ananny, Owner

One email brought 400 customers to the store on a day that usually sees 40.

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TOOLS TO EXPAND YOUR REACH• Simple Share tool

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TOOLS TO BUILD YOUR LIST – INVITES

•at your register•with check•evaluations•on registration forms• trade shows

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THIS IS EASY. REALLY.low cost tools save you time & energy

monitor+

schedule

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BE YOURSELF.

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Q & Atoll-free:

855-816-6508

want more help?

CALL A COACH

quinn@bigbangcommunications.ca

twitter: @PR4Science Thank you…Draw Prize Time