© 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

will@willgladhart.com

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

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INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

Up 80%Source: Litmus, “Email Client

Market Share,” April 2013

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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

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you can be your authentic self

8

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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Define Your Audience aka Core Marketing Message

Message is SPEFIC to Audience

© 2013

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

•reach new customers•drive repeat business

•nurture leads•engage members and advocates

•increase donations•brand awareness

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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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deliver content to tradeshow

leads

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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

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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!

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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

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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

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PUSH{content}

PULL{response}

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CAMPAIGNStypes of

discussion

informationsharing

event invites +updates

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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

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HOW MUCH IS ENOUGH

LESSIS MORE.FOCUS. Up 80%

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WHAT DO I WRITE ABOUT

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WHAT DO I WRITE ABOUT• repurpose + reuse

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EXAMPLES OF OFFERS

discounts downloads

supporta cause

eventinvites

hints + tipsB2B services

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GOT PICS?Social 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 2013)

Up 80%

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

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EMAIL + SOCIALyou have to use both

amplifyyour email

drive traffic back to your list, email,

website, 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 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?

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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”

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LOOK LIKE YOUbrand consistency

colorcop.netsearch “Pixeur”

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DigitalColor Meterinstalled on Macs

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LOOK GREATbrand consistency

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SUBJECT OR HEADLINEwinning the battle of priorities

2SECONDS2WORDS 2TODAY

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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]

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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

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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!

© 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

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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

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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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TOOLS TO EXPAND YOUR REACH• Simple Share tool

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TOOLS TO EXPAND YOUR REACH• social media buttons

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TOOLS TO BUILD YOUR LIST – OFFLINE

•at register •with the check at end of the meal

•on registration forms

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TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)

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TOOLS TO BUILD YOUR LIST – APPS

Scan to Join™from Constant Contact

Text to Join™from Constant Contact

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THIS IS EASY. REALLY.no cost tools save you time, energy & sanity

monitor+

schedule

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BE YOURSELF.

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© 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

will@willgladhart.com

facebook.com/willgladhartconsulting

twitter: @willgladhart