increasing engagement in email marketing and social media | marketing retirement communities
DESCRIPTION
Tips to Increase engagement and improve performance of your social media marketing and email marketing campaigns. Improve your open rates and click through rates. Designed for marketing retirement homes, retirement communities and senior care. Will help you market to seniors and boomers in Canada. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Kim Fowler]TRANSCRIPT
Improve email & social with engagement marketing
Kimberley Fowler, Content Coordinator #mktgacademy @mktgacademy
Agenda
Engagement marketing
Content strategy
Case study – Schlegel Villages
Social media (just a little)
Case study – Schlegel Villages
Source: Six Simple Ideas for Small Business Marketing by Gail Goodman
Marketing goals and objectives
① Set marketing goals and objectives
② Run campaigns on channels that matter
③ Get measurable results
Take it slow… Deal with your objectives one at a
time and for each one ask: What action would people take
that would fulfill this objective? Can I measure it?
Content allows you to engage with your customers
Push & pull content
Pull content…
Share information
Discussions
Event invites
Fundraising
Offer something: discounts, promotions, coupons, downloads, invites, secrets, hints, tips, checklists
What do you write about? What you know and they don’t
What you have access to and they don’t
Answer questions
Share insights
Spark discussion
Tell a story
Inspire
Share ideas and images
Find inspiration… Look to others in your industry
Talk to your customers
Ask your employees and coworkers
What does your audience care about? Connect these issues with your business
Look at newspapers, magazines and relevant, current online articles
Self content curation
Content tips
Less is more
On social channels being original is not as important as being relevant or interesting
Repurpose and reuse your website and blog content on your social channels
Note the voice you use when you’re writing – avoid “I”; instead use “we” or “you”
Have a theme – ensure your theme is timely
Email + social: use both Create content that inspires people to do
something.
Email + social: use both Create content that inspires people to do
something.
Email + social: use both Create content that inspires people to do
something.
Email marketing
Source: David Bain http://www.searchenginepeople.com/wp-content/uploads/2013/09/SEP1.png
Email marketing
Look at emails and newsletters from other businesses What do you like?
What don’t you like?
Emails - will you open it now, later or never? Your decision is based on these questions:
Who is it from?
What’s the subject?
When do you receive the email?
Subject line is important
Email subject lines Use the 2-2-2 principle
2 seconds: you have two seconds to catch their attention
2 words: make the first two words count – that’s all your audience will read before making a decision to read further or move on
Today: subject line should answer the question “why does this email or message matter today?”
When to send an email
Monthly is most common
Don’t over email – or people will opt out
Ask when people are most likely to take the action you want
Source: http://www.searchenginepeople.com/wp-content/uploads/2013/09/SEP4.jpg
Email tips Look great, look like you, represent your brand
Text links get more clicks than buttons
Place your logo left or center in the email
Include company name in the text
Key action must be above the scroll line
People are indecisive – don’t give them too many choices
Make all images clickable
Keep mobile users in mind
Ask for feedback
Create an email template
Create a checklist
Case Study: Schlegel Villages
Case Study: Schlegel Villages
Social Media
Photo courtesy of http://blog.socialmaximizer.com/
Social engagement
Choose the right platform
Choose the right platform
Be visual
How often should you post?
3-5 times a week is plenty
Use automated tools to help (Hootsuite)
Get measurable results
Monitor how your email and social campaigns are doing
Some email programs like Constant Contact will allow you to do this
You can get some data from social on the social platform (ie. Facebook) or through Hootsuite
You may need to rely on Google Analytics
Case Study: Schlegel Villages
Case Study: Schlegel Villages
Summary
Engagement marketing is about making meaningful connections with consumers
Provide a “wow” experience
Use the content strategies we’ve discussed to improve engagement through your email and social campaigns
Consumers who get that “wow” experience will engage with you and endorse you to their friends and family – which will bring you new leads
Recommended Resources 1. Constant Contact www.constantcontact.com
2. Delicious www.delicious.com
3. Hootsuite University www.learn.hootsuite.com
4. Comfort Life Marketing Academy www.ourkidsmedia.com/marketing
