grow your business with email and social media
DESCRIPTION
This session will teach you how to make the most of the combination of email and social media for your business and gain a greater understanding of marketing basics like goals and objectives. You’ll learn what a “campaign” is and you’ll walk away with simple yet powerful tips to get your messages opened and read, shared and socially visible.TRANSCRIPT
© 2013
grow your business
Grow Your Businesswith Email & Social Mediasimple marketing strategy
for small business & nonprofits
© 2013
grow your business
Vanessa Cabrera President Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
facebook.com/yoursocialmediamentor
@vanessacabrera
© 2013
grow your business
4
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Offers& Promotions
Events& Registrations
Newsletters& Announcements
Feedback& Surveys
© 2013
grow your business
Facebook LinkedIn
Pinterest Youtube
44%
grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
© 2013
grow your business
traditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
marketing has changed
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
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grow your business
engagement is the new word of mouth
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
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grow your business
you have an advantageyou can be your authentic self
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
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grow your business
forward +share
your new best friends are
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
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grow your business
at its core, marketing is abouteliciting a physical and measureable
response
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
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grow your business
goalsmarketing
• reach new customers• drive repeat business• nurture leads• engage members and advocates• increase donations
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
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grow your business
objectivesget more specific with
drive donationsthis month
deliver content to tradeshow
leads
fill seats on a
Sunday night
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
© 2013
grow your business
one at a timetry to think about just
what action would people take?can you measure it?
fill seats on a
Sunday night
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
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grow your business
campaign?what is a
PULL{response}
PUSH {content}
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
discussions
informationsharing
event invites +updates
offers +promotionsfundraising
build your network
for allof your newsubscribers
campaignstypes of
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• 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
what do I write aboutt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
lessis more.
44%focus.
how much is enought i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
• pictures get 47% more click-through activity than content without images, but…
• …don’t over-rely on images
• be sure to use text labels in case images aren’t
displayed by the recipient’s mail program
• remember: your content is viewed on mobile devices…
a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
29
use images
carefully!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
repurpose + reuset i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
offersexamples of
discounts
discounts
• 20% off through Thursday
• Buy one, get two• 1+1 = Fun (one
for you, one for a friend)
downloads
downloads
• 5 Tips for Better Gardens
• Quickstart Guide
• 7 Mistakes to avoid in your tax preparation
supporta cause
support• Help today and receive exclusive access!
• Donate today for a chance to join us!
• Join today and receive our Friends + Family discounthints + tips
hints +tips
• Mobile-friendly in 8 simple steps
• Top Trends in Front- of-House Operations
• DIY Precision Instrument MaintenanceB2B services
B2Bservices
• Newsletter review with every consult
• Save 30% on initial consultation
• 3 coaching sessions for price of 2
event invites +updates
eventinvites
+ updates
• Register now, save 20%
• 2-for-1 tix: register yourself, bring a friend for free!
• 10 VIP seats left at standard price!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
got pics?some channels thrive on visuals
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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post + video = 100% more engagement
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
got pics?t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
which channels matter?• depends on your audience
and what you want them to do
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
email + socialyou have to use both
amplifyyour email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• who is it “from?”• what’s the “subject?”• when do you send your communication?
now, later or neverthree little words that rule your world
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
how will you be most recognizable?
who is it from?winning the battle of priorities
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
look greatbrand consistency
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
2SECONDS2WORDS 2TODAY
subject or headlinewinning the battle of priorities
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
subject or headlinewinning the battle of priorities
[don’t do this] October Newsletter
[do this instead] 4 new craft beers just arrived – Oktoberfest is here!
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] ALERT: help your dog beat the heat this summer
[don’t do this] Children’s Classes
[do this instead] Limited Spaces available for Children’s Classes
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
• 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?
when to send or postt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
divide your list into3 groups of people
select three days in the week to test
send your e-mail, watch for best response
find your best day1
2
3
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
use same 3 groups of people
select three times on the day with the best results
send email at 3 different times of day, note time with best results
find your best time4
5
6
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
best day best time
when to send or post
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
practical advice• 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
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
practical advicet i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
Invite engagement – ask questions!
• When Fans are asked to like a post, there is a 3x higher like rate than when not asked to like it.
• When Fans are specifically asked to comment on a post, there is a 3.3x higher comment rate than when they are not asked to comment.
• When Fans are asked to share a post, the share rate is 7x higher than those posts not asking for Fans to share.
© 2013
grow your business
practical advice• show the personality of
your organization• plan ahead, but be
flexible• check your insights –
note who’s reading, sharing, posting
• drive audience to your email list sign-up
• use images…but use them carefully
experiment!(start small and build)
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
at its core, marketing is abouteliciting a physical and measureable
response
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
click ordownload
come tothe storeor office
schedulea session
donate call
results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
• lots of physical, measurable response
• easy to brand with colors + logos• helps to measure and monetize
social media• provide lots of great coaching and
direction
tools you needemail marketing providers are hard to beat
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
tools to expand your reachSimple Share tool
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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• at register• with the check at end of
the meal• on registration forms
tools to expand your listoffline
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
• Join My Mailing List (app for website, Facebook, etc)
tools to expand your listonline
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
tools to expand your listapps
Scan to Join™from Constant Contact
Text to Join™from Constant Contact
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
monitor+
schedule
this is easy. really.low cost tools save you time & energy
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
be yourself.t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
© 2013
grow your business
Thank You
Call:
847.331.0659
want more help?
CALL YOUR MENTOR
(and please take a moment to fill out your form!)
facebook.com/yoursocialmediamentor
@vanessacabrera