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© 2013
| Date post: | 21-Jan-2015 |
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Business |
| Upload: | frontier-small-business |
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© 2013
© 2013
CUSTOMER ENGAGEMENT
© 2013
Ellen Williams
Regional Development DirectorConstant Contact, Inc.
Facebook.com/CCNYMetroNorthEast
@Ellen_NY_CTCT
© 2013
Ideal Customers
● Who are they?
● Where are they?
● How do you reach and engage with them?
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Who are they?
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the 5 buckets
raving fans
customers &members prospects suspects
disinterested
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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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Your customers’ friends are your next best
prospects.
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Where are they?
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42%Source: Litmus, “Email Client
Market Share,” April 2012
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1,000,000,000+active users500,000,000+daily users
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300,000,000+active users51%follow companies, brands orproducts on social networks
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81%of B-2-B marketers are using LinkedIn
33% | 52%Nonprofits and Associations using LinkedIn
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Facebook LinkedIn InstagramTwitter Pinterest Youtube
How do you reach and engage with them?
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2012 Neilson Global Trust in Advertising + Brand Messages
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ENGAGEMENTthe new word-of-mouth is
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● welcome campaign● goodwill outreach● offers, promotions, deals● announcements● invitations to events● fundraising and
membership drive
Reach and engagediscussion
informationsharing
event invites +updates
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.
42%
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EMAIL 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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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
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!
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PHYSICAL, MEASURABLE RESPONSE
click ordownload
come tothe storeor office
schedulea session
donate call
@Ellen_NY_CTCT
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● 35 - 67% of people 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)
PRACTICAL ADVICE
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WHEN TO SEND & POSTSEND & POST FREQUENCY● 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 action?
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relevantappropriate
qualified!
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SMALL5 likes 3 shares
4 comments2
11
3
2
41
6
21
3 3
is big!
Engagementhappens in
small doses.(and happens over time)
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YOU CAN DO THIS.AND YOU CAN START WITH A SMALL NETWORK
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Questions?
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Don’t miss our next Webinar:
● David Adler, CEO of BIZBASH will be speaking about EVENT MARKETING
● September 19th at 2pm (EST)
© 2013
Ellen Williams
Regional Development DirectorConstant Contact, Inc.
Facebook.com/CCNYMetroNorthEast
@Ellen_NY_CTCT
Find us online:www.frontier.com/small-business
www.facebook.com/FrontierSmallBusiness
twitter.com/FrontierCorp
www.linkedin.com/company/163906?trk=tyah
