october 22 robyn quinn - grow your business with email marketing and social media
DESCRIPTION
Presentations to Greater Victoria and Salt Spring Island Chambers of Commerce to celebrate Small Business Week 2013. The presentation illustrates the value of email marketing and social med. Highlights how understanding your audience and using multiple platforms to connect can grow your business.TRANSCRIPT
© 2013
Grow Your Businesswith Email & Social Mediasimple marketing strategy
for small business & nonprofits
© 2013
Robyn QuinnOwner and Principal Consultant
Big Bang Communications
@PR4Science
© 20133
Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 20134
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
38%Source: Litmus, “Email Client
Market Share,” April 2012
© 20135
INTRODUCTION
GOALS + OBJECTIVES
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)
© 20136
ENGAGEMENTthe new word-of-mouth is
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
you can be your authentic self
7
you have an advantage
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 20138
ENOUGHis it
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?
© 20139
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES1
2
10
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
© 201311
GOALSmarketing
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201312
OBJECTIVESget more specific with
drive donationsthis month
deliver content to tradeshow
leads
fill seats on a
Sunday night
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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201313
ONE AT A TIMEtry to think about just
what action would people take?can you measure it?
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GOALS + OBJECTIVES
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fill seats on a
Sunday night
© 201314
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.”
© 201315
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
© 2013
3
set marketing GOALS and OBJECTIVES
16
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201317
CAMPAIGN?what is a
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
{content}
{response}
CALL TO ACTION
© 201318
CAMPAIGNIDEAS
discussion
informationsharing
event invites +updates
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +promotions
fundraisingbuild your network
© 201319
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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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201320
HOW MUCH IS ENOUGH
LESSIS MORE.FOCUS.
38%
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© 201321
GOT PICS?some channels thrive on visuals
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© 201322
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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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201323
WHICH CHANNELS MATTER?• depends on your audience and what you want them to do
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© 201324
INTRODUCTION
GOALS + OBJECTIVES
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EMAIL + SOCIALyou have to use both
amplifyyour email
drive traffic back to your list, email, etc.
© 201325
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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© 201326
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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© 201327
WHO IS IT FROM?winning the battle of priorities
CAN-SPAM Actwww.business.ftc.gov
search “CAN-SPAM”
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© 201328
SUBJECT OR HEADLINEwinning the battle of priorities
2SECONDS2WORDS 2TODAY
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© 201329
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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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201330
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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© 201331
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
© 201333
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WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 201334
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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
35
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201336
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201337
RESULTS ARE MEASUREMENTS OF ACTIONS
click ordownload
come tothe storeor office
schedulea session
donate call
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© 201338
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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© 201339
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.
© 201340
TOOLS TO EXPAND YOUR REACH• Simple Share tool
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© 201341
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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© 201344
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