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Similaire à Grow your business speakers
Similaire à Grow your business speakers (20)
Plus de April Heavens- Woodcock
Plus de April Heavens- Woodcock (8)
Grow your business speakers
- 2. © 2013
Grow Your Organization
with Email & Social Media
simple marketing strategy
for nonprofits
- 4. © 2013
4
Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 5. © 2013
5
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
38%
Source: Litmus, “Email Client
Market Share,” April 2012
- 6. © 2013
6
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)
- 9. © 2013
you can be your authentic self
9
you have an advantage
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 11. © 2013
11
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 12. © 2013
12
EXERCISE
Start 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
- 13. © 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
- 14. © 2013
14
GOALS
marketing
• reach new customers
• drive repeat business
• nurture leads
• engage members and advocates
• increase donations
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 15. © 2013
15
OBJECTIVES
get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 16. © 2013
16
ONE AT A TIME
try 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
- 17. © 2013
17
OBJECTIVES
get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 18. © 2013
18
ONE AT A TIME
try to think about just
what action would people take?
can you measure it?
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver
content to
tradeshow
leads
- 19. © 2013
19
OBJECTIVES
get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 20. © 2013
20
ONE AT A TIME
try to think about just
what action would people take?
can you measure it?
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver
content to
tradeshow
leads
- 21. © 2013
21
EXERCISE
capture 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
- 22. © 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
- 23. © 2013
23
CAMPAIGN?
what is a
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH
{content}
PULL
{response}
- 25. © 2013
25
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
- 26. © 2013
26
HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
38%
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 27. © 2013
27
WHAT DO I WRITE ABOUT
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 28. © 2013
28
WHAT DO I WRITE ABOUT
• repurpose + reuse
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 29. © 2013
29
EXAMPLES OF OFFERS
discounts downloads
support
a cause
event
invites
hints + tipsB2B services
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 30. © 2013
30
GOT PICS?some channels thrive on visuals
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 31. © 2013
post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
31
Source: Facebook, “Best Practices for your
Page and media strategy” (March 2012)
38%
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 32. © 2013
32
WHICH CHANNELS MATTER?
• depends on your audience
and what you want them to do
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 33. © 2013
33
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALyou have to use both
amplify
your email
drive traffic back to
your list, email, etc.
- 34. © 2013
34
EXERCISE
capture 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
- 35. © 2013
35
NOW, LATER OR NEVER
three 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
- 36. © 2013
36
WHO IS IT FROM?winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Act
go to www.business.ftc.gov and search “CAN-SPAM”
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 37. © 2013
37
LOOK LIKE YOU
brand consistency
colorcop.net
search “Pixeur”
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
DigitalColor Meter
installed on Macs
- 39. © 2013
SUBJECT OR HEADLINE
winning the battle of priorities
2SECONDS
2WORDS
2TODAY
39
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 40. © 2013
SUBJECT OR HEADLINE
winning the battle of priorities
40
$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
- 41. © 2013
41
EXERCISE
capture 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
- 42. © 2013
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?
42
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 43. © 2013
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
43
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 44. © 2013
FIND YOUR BEST TIME
44
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
- 45. © 2013
45
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!
- 46. © 2013
46
• 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
- 47. © 2013
47
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EXERCISE
capture your ideas
» when will you send?
• write down three days and times you want
to test for your emails
- 48. © 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
- 49. © 2013
49
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 50. © 2013
50
RESULTS ARE MEASUREMENTS OF ACTIONS
click or
download
come to
the store
or office
schedule
a session
donate call
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 51. © 2013
51
TOOLS YOU NEED
Email 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
- 52. © 2013
52
TOOLS TO EXPAND YOUR REACH
• Simple Share tool
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 53. © 2013
53
TOOLS TO EXPAND YOUR REACH
• social media buttons
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 54. © 2013
54
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
- 55. © 2013
55
TOOLS TO BUILD YOUR LIST – ONLINE
• Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 56. © 2013
56
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
- 58. © 2013
58
THIS IS EASY. REALLY.low cost tools save you time & energy
monitor
+
schedule
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 60. © 2013
60
YOU CAN DO THISresources to make it simple
this space will feature a “text to join”
block with information for the
presenter, as well as a visual of the
workbook
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
text to join my list:
855-816-6508