Date post: | 01-Nov-2014 |
Category: |
Business |
Upload: | stellar-media-marketing |
View: | 681 times |
Download: | 2 times |
© 2013
Grow Your Businesswith Email & Social Mediasimple marketing strategy
for small business & nonprofits
© 2013
Kelly MirabellaSocial Media Geek
Stellar Media Marketing
Fb.com/stellar247
@Stellar247
© 20134
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
© 20135
Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 20136
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
38%Source: Litmus, “Email Client
Market Share,” April 2012
© 20137
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)
© 20138
ENGAGEMENTthe new word-of-mouth is
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
you can be your authentic self
9
you have an advantage
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201310
ENOUGHis it
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?
© 201311
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201312
EXERCISEStart here.
write down the framework for marketing
set marketing GOALS and OBJECTIVES1
2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS3
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES1
2
13
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
© 201314
GOALSmarketing
•reach new customers•drive repeat business
•nurture leads•engage members and advocates
•increase donations
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201315
OBJECTIVESget more specific with
drive donationsthis month
deliver content to tradeshow
leads
fill seats on a
Sunday night
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201316
ONE AT A TIMEtry to think about just
what action would people take?can you measure it?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
fill seats on a
Sunday night
© 201321
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
22
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201323
CAMPAIGN?what is a
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH{content}
PULL{response}
© 201324
CAMPAIGNStypes of
discussion
informationsharing
event invites +updates
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +promotions
fundraisingbuild your network
© 201325
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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201326
HOW MUCH IS ENOUGH
LESSIS MORE.FOCUS.
38%
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201327
WHAT DO I WRITE ABOUT
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201328
WHAT DO I WRITE ABOUT• repurpose + reuse
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201329
EXAMPLES OF OFFERS
discounts downloads
supporta cause
eventinvites
hints + tipsB2B services
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201330
GOT PICS?some channels thrive on visuals
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201331
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%
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201332
WHICH CHANNELS MATTER?• depends on your audience and what you want them to do
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201333
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALyou have to use both
amplifyyour email
drive traffic back to your list, email, etc.
© 201334
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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201335
NOW, LATER OR NEVERthree little words that rule your world
• who is it “from?”• what’s the “subject?”• when do you send your communication?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201336
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”
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201337
LOOK LIKE YOUbrand consistency
colorcop.netsearch “Pixeur”
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
DigitalColor Meterinstalled on Macs
© 201338
LOOK GREATbrand consistency
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201339
SUBJECT OR HEADLINEwinning the battle of priorities
2SECONDS2WORDS 2TODAY
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201340
SUBJECT OR HEADLINEwinning the battle of priorities
$5 free to be naughty…or nice? [burrito restaurant chain]
Low Cost + High Value = Good News [B2B marketing services provider]
Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]
$5 for your thoughts? [survey request from pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201341
EXERCISEcapture your ideas
» use the 2-2-2 principle• write a good subject line or headline for
each of your campaigns
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201342
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?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201343
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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201344
FIND YOUR BEST TIME
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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
© 201345
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
PRACTICAL ADVICE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201347
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
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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201351
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
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201352
TOOLS TO EXPAND YOUR REACH• Simple Share tool
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201353
TOOLS TO EXPAND YOUR REACH• social media buttons
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201354
TOOLS TO BUILD YOUR LIST – OFFLINE
•at register•with the check at end of the meal
•on registration forms
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201355
TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201356
TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™from Constant Contact
Text to Join™from Constant Contact
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201357
CONSTANT CONTACT TOOLS
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201358
THIS IS EASY. REALLY.low cost tools save you time & energy
monitor+
schedule
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201359
BE YOURSELF.
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201360
Q & AToll Free
855-816-6508
want more help?
CALL A COACH
(AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!)
facebook.com/stellar247
twitter: @stellar247