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Welcome!



Reaching Customers Through
Social Media & Email Marketing
Mid America Horticultural Trade Show 2013
Overview
• Introduction

• Social Media Strategies
   – Getting started with the primary social media venues

   – Open discussion about your existing/future tactics

• Email Marketing
   – Building and Managing Quality Lists

   – Developing Effective Messages

   – Measuring Campaign Results
Top Floor Technologies

              • Website Design &
                Development
              • Search Engine Marketing
              • Social Media
              • Email Marketing
              • Web Analytics & Conversion
                Improvement


              Maximizing Online Marketing Results
              for Hundreds of Businesses Since 1999
Social Media
Strategies
Where to begin?
Communications in a Connected World


• Communications has changed from a monologue to a
  dialogue
• Consumers trust reviews more than corporate
  advertising
   – 91% say consumer reviews are the #1 aid to buying decisions.

• Social media facilitates word of mouth, which is the
  most powerful advertising medium




                                                                    6
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
• More than 845 million active users globally
• Over 50% of the United States population
• Over 425 million mobile users
Potential Business Benefits


• Branding and Word of Mouth
• Customer Engagement and Loyalty
• Customer Feedback
• Targeted Advertising
Create Your
 Facebook
  Business
   Page



facebook.com/
   business/
Build Loyalty with Customers
and let them spread the word!
• Over 465 million accounts
• While over 50% of Americans use
  Facebook, about 15% use Twitter.
Starting Strategies

• Sign up and reserve an account in the name of
  your business
• Spend time searching on Twitter for:
  – Products/services you offer
  – Competitors
  – Your own company

• Follow people and companies of interest
• Find potential clients, service
  providers, subject experts, and
  partners who come recommended
• Be found for business opportunities
• Post and distribute job listings
• Get introduced to other professionals
  through the people you know
Basic Strategies

• Reserve your business name
• Research competition
• Look up customers and connect with
  them
• Encourage customers and vendors to
  recommend/endorse you
• 250 million accounts
• Actual use is lower than this
Basic Strategies

• Reserve your business name and setup
  your page
• Use keywords in your text
• Encourage people to
  follow you and +1
  your page
Tools to Help
  Manage Your
Social Presence
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Basic Strategies


• Sign up and claim your business name
• Create specials
• Offer incentives for repeat check-ins and
  “mayors”
Millions of reviews of local
businesses posted by users.
Basic Strategies


• Set up your business on Yelp (free)
• Add information about your business
• Announce special promotions
• Encourage positive reviews from
  customers
Closing Social Media Suggestions

• Identify your goals and how you will measure
  results.
• If you are new to social media, begin by
  observing.
• Don’t forget Marketing 101.
• Social media is not a substitute for having an
  effective Website and search strategy.
What Social tactics have you
       engaged in?

Any success stories to share?
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Email Usage
 210 billion emails sent per day

 2 million emails sent every second

 1.3 billion email users

 516 million business email inboxes
   worldwide

 Globally, mobile users have
   surpassed desktop users
Marketers Using Email


 92% of all marketers employ some
    type of email marketing

 65% of marketers planned to
    increase email marketing spending
    in 2012, while only 3% planned to
    decrease1




1MarketingSherpa 2012   Email Marketing Benchmark Report
Key Benefits

 Highly targeted and immediate
   (dynamic, personalized content)


 Measurable and Cost effective

 Drive sales and up sell current clients

 Build customer loyalty
The Results
  66% of email marketers surveyed agreed that email is the most
      cost effective marketing tool at their company.1

  Marketers said they enjoy an ROI two to three times greater
      with email than any other direct marketing.1

  Email marketing delivered a $40.56 return for each $1 spent in
      2011 (Direct Marketing Association).2




1Forrester Research, 2Direct   Marketing Association
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Build Your List Organically
 Existing Customers

 Sales Leads

 Trade Shows & Events

 Sign Up Link in Email Signature

 Social Media

 Leverage Your Website Traffic with Sign Up Boxes on Your
  Website
Sign Up Form Examples
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Tip: Keep sign up forms simple
and offer meaningful value to
your target audience. Let
them know what to expect
and when to expect it.
List Segmentation
 Reach segments of your list with relevant messages

 Segmentation of your list can yield an increase in open rates of
   approximately 14%

 Possible segmentation methods

     Demographics – gender, age, geography, company size, etc.

     Behavior – email response, purchase history, browsing history, etc.

     Customer Lifecycle – buyer vs. prospect, stage of customer
       journey, products/services purchased, etc.
Purchasing Lists?
     Not recommended … but if you must:

            Make sure your landing pages are aligned to your list’s interests.


            Don’t mention the fact that it’s a rented/purchased list.


            Test results against your other lists.


            Don’t sacrifice quantity for quality.


            Instead of using large list collectors, consider specialty lists (from trade
                 publications, associations, trade shows, etc.)



Source: B2B Magazine, E-Mail Marketer Insight
CANSPAM Compliance

 Put your contact info in footer of
   emails.

 Use a current email address.

 Have consent to contact your list.

 Offer immediate un-subscribe
   action.
When asked why recipients
stopped subscribing to opt-in
emails, more than half said
the content was no longer
relevant, and 40% said they
were getting too many offers.

- Forrester Research
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Attributes of Successful Messages

 Timely and relevant to the reader

 Not over-selling

 Clear and compelling calls to action

 Formatted to look good in multiple
   email clients

 Effective landing pages
Topics to Consider
 Upcoming events

 Special promotions

 Product reviews

 Insider information

 Free tips, expert advice

 Information that will help your readers
Email Message Examples
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Landing Pages

 Clearly related to
   message content

 Simple call to action

 Less information is more

 Mobile friendly
Subject Lines

 Keep it simple

 Don’t be overly flashy or pushy

 Clearly and concisely describes the
   purpose/content of your email

 Directly relates to expectations you set
   with subscribers during the opt-in
   process
Designing for Readability

 Keep width to 600-650 pixels

 Test for compatibility with various email clients

 Consider responsive design for mobile devices

 Leverage the preview pane
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Responsive Design for Mobile
Responsive Design Tips

 Single-column layouts that are no wider than 500 to 600
  pixels work best on mobile devices.

 Links and buttons should have a minimum target area of 44
  × 44 pixels.

 Keep your message concise, and place important design
  elements in the upper section of the message.




                 Source: Campaign Monitor
Run Design
and Spam
  Testing




      Source: Campaign Monitor
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Basic Metrics to Track
 How many people you sent the email to

 How many opened it, how many times

 How many unsubscribed

 How many forwarded the email

 What links they clicked

 What they did after clicking a link
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Overall U.S. Industry Averages

 Email Open Rate – 19.9%

 Email Click Through Rate – 5.4%

 Remember, the best benchmark is your own results. Analyze
  your results and pursue continual improvement.




            Source: 2012 Silverpop Email Marketing Metrics Benchmark Study
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Hundreds of Vendors




Good list of vendors at http://www.marketingprofs.com/bg/
Important Closing Considerations

 Running a campaign takes more than just having a platform.
  Ensure that you are managing your list well and developing great
  messages.

 Don’t forget marketing 101 – understand your target market and
  plan your campaigns with them in mind.

 Integrate your email marketing with other efforts.
What Email tactics have you
      engaged in?

Any success stories to share?
Thank You

    Shane Fell
Top Floor Technologies
 262.364.0010 ext. 241
sfell@topfloortech.com

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Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013

  • 1. Welcome! Reaching Customers Through Social Media & Email Marketing Mid America Horticultural Trade Show 2013
  • 2. Overview • Introduction • Social Media Strategies – Getting started with the primary social media venues – Open discussion about your existing/future tactics • Email Marketing – Building and Managing Quality Lists – Developing Effective Messages – Measuring Campaign Results
  • 3. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Social Media • Email Marketing • Web Analytics & Conversion Improvement Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
  • 6. Communications in a Connected World • Communications has changed from a monologue to a dialogue • Consumers trust reviews more than corporate advertising – 91% say consumer reviews are the #1 aid to buying decisions. • Social media facilitates word of mouth, which is the most powerful advertising medium 6
  • 8. • More than 845 million active users globally • Over 50% of the United States population • Over 425 million mobile users
  • 9. Potential Business Benefits • Branding and Word of Mouth • Customer Engagement and Loyalty • Customer Feedback • Targeted Advertising
  • 10. Create Your Facebook Business Page facebook.com/ business/
  • 11. Build Loyalty with Customers and let them spread the word!
  • 12. • Over 465 million accounts • While over 50% of Americans use Facebook, about 15% use Twitter.
  • 13. Starting Strategies • Sign up and reserve an account in the name of your business • Spend time searching on Twitter for: – Products/services you offer – Competitors – Your own company • Follow people and companies of interest
  • 14. • Find potential clients, service providers, subject experts, and partners who come recommended • Be found for business opportunities • Post and distribute job listings • Get introduced to other professionals through the people you know
  • 15. Basic Strategies • Reserve your business name • Research competition • Look up customers and connect with them • Encourage customers and vendors to recommend/endorse you
  • 16. • 250 million accounts • Actual use is lower than this
  • 17. Basic Strategies • Reserve your business name and setup your page • Use keywords in your text • Encourage people to follow you and +1 your page
  • 18. Tools to Help Manage Your Social Presence
  • 20. Basic Strategies • Sign up and claim your business name • Create specials • Offer incentives for repeat check-ins and “mayors”
  • 21. Millions of reviews of local businesses posted by users.
  • 22. Basic Strategies • Set up your business on Yelp (free) • Add information about your business • Announce special promotions • Encourage positive reviews from customers
  • 23. Closing Social Media Suggestions • Identify your goals and how you will measure results. • If you are new to social media, begin by observing. • Don’t forget Marketing 101. • Social media is not a substitute for having an effective Website and search strategy.
  • 24. What Social tactics have you engaged in? Any success stories to share?
  • 26. Email Usage  210 billion emails sent per day  2 million emails sent every second  1.3 billion email users  516 million business email inboxes worldwide  Globally, mobile users have surpassed desktop users
  • 27. Marketers Using Email  92% of all marketers employ some type of email marketing  65% of marketers planned to increase email marketing spending in 2012, while only 3% planned to decrease1 1MarketingSherpa 2012 Email Marketing Benchmark Report
  • 28. Key Benefits  Highly targeted and immediate (dynamic, personalized content)  Measurable and Cost effective  Drive sales and up sell current clients  Build customer loyalty
  • 29. The Results  66% of email marketers surveyed agreed that email is the most cost effective marketing tool at their company.1  Marketers said they enjoy an ROI two to three times greater with email than any other direct marketing.1  Email marketing delivered a $40.56 return for each $1 spent in 2011 (Direct Marketing Association).2 1Forrester Research, 2Direct Marketing Association
  • 31. Build Your List Organically  Existing Customers  Sales Leads  Trade Shows & Events  Sign Up Link in Email Signature  Social Media  Leverage Your Website Traffic with Sign Up Boxes on Your Website
  • 32. Sign Up Form Examples
  • 37. Tip: Keep sign up forms simple and offer meaningful value to your target audience. Let them know what to expect and when to expect it.
  • 38. List Segmentation  Reach segments of your list with relevant messages  Segmentation of your list can yield an increase in open rates of approximately 14%  Possible segmentation methods  Demographics – gender, age, geography, company size, etc.  Behavior – email response, purchase history, browsing history, etc.  Customer Lifecycle – buyer vs. prospect, stage of customer journey, products/services purchased, etc.
  • 39. Purchasing Lists?  Not recommended … but if you must:  Make sure your landing pages are aligned to your list’s interests.  Don’t mention the fact that it’s a rented/purchased list.  Test results against your other lists.  Don’t sacrifice quantity for quality.  Instead of using large list collectors, consider specialty lists (from trade publications, associations, trade shows, etc.) Source: B2B Magazine, E-Mail Marketer Insight
  • 40. CANSPAM Compliance  Put your contact info in footer of emails.  Use a current email address.  Have consent to contact your list.  Offer immediate un-subscribe action.
  • 41. When asked why recipients stopped subscribing to opt-in emails, more than half said the content was no longer relevant, and 40% said they were getting too many offers. - Forrester Research
  • 43. Attributes of Successful Messages  Timely and relevant to the reader  Not over-selling  Clear and compelling calls to action  Formatted to look good in multiple email clients  Effective landing pages
  • 44. Topics to Consider  Upcoming events  Special promotions  Product reviews  Insider information  Free tips, expert advice  Information that will help your readers
  • 52. Landing Pages  Clearly related to message content  Simple call to action  Less information is more  Mobile friendly
  • 53. Subject Lines  Keep it simple  Don’t be overly flashy or pushy  Clearly and concisely describes the purpose/content of your email  Directly relates to expectations you set with subscribers during the opt-in process
  • 54. Designing for Readability  Keep width to 600-650 pixels  Test for compatibility with various email clients  Consider responsive design for mobile devices  Leverage the preview pane
  • 57. Responsive Design Tips  Single-column layouts that are no wider than 500 to 600 pixels work best on mobile devices.  Links and buttons should have a minimum target area of 44 × 44 pixels.  Keep your message concise, and place important design elements in the upper section of the message. Source: Campaign Monitor
  • 58. Run Design and Spam Testing Source: Campaign Monitor
  • 60. Basic Metrics to Track  How many people you sent the email to  How many opened it, how many times  How many unsubscribed  How many forwarded the email  What links they clicked  What they did after clicking a link
  • 62. Overall U.S. Industry Averages  Email Open Rate – 19.9%  Email Click Through Rate – 5.4%  Remember, the best benchmark is your own results. Analyze your results and pursue continual improvement. Source: 2012 Silverpop Email Marketing Metrics Benchmark Study
  • 64. Hundreds of Vendors Good list of vendors at http://www.marketingprofs.com/bg/
  • 65. Important Closing Considerations  Running a campaign takes more than just having a platform. Ensure that you are managing your list well and developing great messages.  Don’t forget marketing 101 – understand your target market and plan your campaigns with them in mind.  Integrate your email marketing with other efforts.
  • 66. What Email tactics have you engaged in? Any success stories to share?
  • 67. Thank You Shane Fell Top Floor Technologies 262.364.0010 ext. 241 sfell@topfloortech.com