marketing for success_p4
DESCRIPTION
Final segement of our three hour workshops for the Brant Early Years Centre.TRANSCRIPT
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Week 4 – Goals • Week Four – Wrapping Up:
Adding Video to your efforts;
Some tools to make your work lighter.
Proposal Writing;
Summary.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Video
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Various Services Free vs. Paid
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
10x
Create an exchange with your readers, your valuable information for their valuable time.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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).
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Email – Personalize it
Consider dividing your readers into various groups,
based on personas that you’ve identified.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Email – Purpose
What is the purpose of your email or newsletter?
• Is your reader being engaged?• Do you have a call-to-action?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Measure what matters!
Arm decision makers with actionable intelligence; NOT empty metrics. “WOOT! We have 10 new
followers!” just doesn’t cut it.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Cycle
Monitor
Feedback
Assign
Action
ProcessResponse
Analyze
Tweak
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).
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
SM Management Tools - Dashboard
One place to manage all of your social channels
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
What the record would be
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Manage the new contact
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Add other Social Channels to Record
How we first met and how we can extend our connections.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Productivity tools to assist with social
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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/
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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: [email protected]