Build Your Marketing Toolkit: Proven Marketing Techniques for Small Business Growth
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Build Your Marketing Toolkit: Proven Marketing Techniques for Small Business Growth
- 1. Build Your Marketing Toolkit A framework for small businesses and organizations. © 2014
- 3. Content Marketing: Email marketing Company newsletters Anything that has writing Social Media strategy & marketing SEO WordPress Websites Blog content Engage your clients
- 4. Get Thes e Slidemake sure we have your email address
- 5. Great Big Hugestick around until the end for a special offer
- 7. 7 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations Newsletters & Announcements Feedback & Surveys
- 8. Marketing has changed Goals and objectives 4 Pillars of Marketing Success Get found (discoverability) Nurture relationships, grow your lists, increase loyalty Use campaigns that drive action Analytics and decision-making Next steps 8 Agenda
- 9. Marketing | Goals & objectives | 4 pillars | Next steps
- 10. Marketing You have an advantage You can be your authentic self
- 11. 11 marketing Marketing At its core, marketing is about eliciting a physical and measureable response
- 12. 12 Marketing Marketing has changed. Find Marketing then. Marketing now. Convert Keep
- 13. © Constant Contact 2012 Marketing Engagement marketing ~10% New business ~90% Current customers 17
- 14. Marketing Engagement marketing new business ~90% Word of mouth ~10% New prospects New business 18
- 15. Marketing Engagement marketing ~9% Word of mouth ~1% New prospects ~90% Current customers 19
- 16. 20 Marketing Engagement marketing is marketing for the other 99% 99%
- 17. 21 Marketing Engagement is the new word of mouth
- 18. 23 Marketing Small business marketing isn’t Color schemes Catchy slogans Super Bowl ads “Pretty” emails
- 19. 24 Marketing Small business marketing is Getting measureable results Delivering on your promise Nurturing relationships
- 20. Marketing | Goals & objectives | 4 pillars | Next steps
- 21. 26 Goals & objectives Marketing goals new customers, donorsReach repeat business, supportDrive leads and relationshipsNurture members, advocates, volunteers Engage donations, revenueIncrease
- 22. 27 Goals & objectives Get more specific with objectives donations this monthDrive content to tradeshow leadsDeliver seats on a SundayFill
- 23. 28 Goals & objectives Get more specific with objectives seats on a SundayFill
- 24. 33 Goals & objectives Is it a good objective? Three questions to ask Will achieving this objective help my business grow? 1 2 Is this objective attainable? 3 How will I measure it, or my progress towards it?
- 25. Marketing | Goals & objectives | 4 pillars | Next steps
- 26. 36 4 Pillars Getting found & discoverability Engage & nurture relationships Campaigns that drive action Analytics & making decisions
- 27. 37 4 Pillars Getting found & discoverability Engage & nurture relationships Campaigns that drive action Analytics & making decisions Mobile Search & SEO Social Listings
- 28. 38 4 Pillars Getting found & discoverability Engage & nurture relationships Campaigns that drive action Analytics & making decisions Engagement marketing List growth & management Loyalty Permission CAN-SPAM compliance THANK YOU Bonus Of fer! Mobile Search & SEO Social Listings
- 29. Engagement marketing List growth & management Loyalty Permission CAN-SPAM compliance THANK YOU Bonus Of fer! 39 4 Pillars Newsletters & Announcements Feedback & Surveys Offers & Promotions Events & Registration Getting found & discoverability Engage & nurture relationships Campaigns that drive action Analytics & making decisions Mobile Search & SEO Social Listings
- 30. Results & reporting Analytics – “so what?” Adjustment and iteration Hypothesis testing Newsletters & Announcements Feedback & Surveys Offers & Promotions Events & Registration Engagement marketing List growth & management Loyalty Permission CAN-SPAM compliance THANK YOU Bonus Of fer! 40 4 Pillars Getting Found & Discoverability Engage & Nurture Relationships Campaigns That Drive Action Analytics & Making Decisions ? Mobile Search & SEO Social Listings
- 31. 41 4 Pillars Getting Found & Discoverability Engage & Nurture Relationships Campaigns That Drive Action Analytics & Making Decisions Newsletters & Announcements Feedback & Surveys Offers & Promotions Events & Registration Engagement marketing List growth & management Loyalty Permission CAN-SPAM compliance THANK YOU Bonus Of fer! Results & reporting Analytics – “so what?” Adjustment and iteration Hypothesis testing? Mobile Search & SEO Social Listings
- 32. Marketing | Goals & objectives | 4 pillars | Next steps
- 33. 43 Next steps This is important
- 34. 44 Next steps You can do this!
- 35. 45 Next steps Start where you are And where your customers and relationships are. SAVE!
- 36. Want to learn more? www.constantcontact.com Select Resources » Local Learning » Seminars Local learning near you… Want help in your area? marketplace.constantcontact.com Select “Services” and use search box to find a partner near you Expert partners near you… © 2014
- 37. © 2014 2014 Future Workshops All workshops are from 9 - 11 am, Keller Williams Realty, 540 Lake Center Parkway, Ste. 201, Cumming, GA Thursday, June 19 Email and Social Engagement Campaigns That Drive Action Thursday, Aug. 21 A Morning of Social Media Friday, Sept. 19 Creating Offers and Promotional Campaigns That Drive Action Thursday, Oct. 16 Event Marketing Campaigns That Drive Action Thursday, Nov. 20 Customer Insight & Research Campaigns That Drive Action
- 38. Great Big Hugestick around until the end for a special offer
- 39. © 2014 Quick Start Email> Social Marketing Promotion You will receive… 1. FREE Constant Contact™ Account Setup 2. FREE Website Match Email Template 3. FREE Import of your lists 4. PLUS Ghost Partner will pay for your first month See Evaluation Form at your table
- 40. Q&A
Notes de l'éditeur
- Welcome!! And thank you for joining us for today’s session…we’re going to show you a framework for small business marketing that will help you recognize the various things you should be thinking about as you develop your marketing efforts.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- This slide should give you a chance to quickly introduce the Constant Contact suite of products to your audience.Many will not know we have all of these, so it’s a great and short commercial.
- Here’s what we’re going to do today…[click to build] we already talked about how marketing has changed…but we’re going to talk a bit more about how some core elements have shifted, and your thinking (and your marketing efforts) should be shifting as well.[click to build] next we’ll talk about where your marketing starts – with goals and objectives. Without those, you’re just throwing darts in the dark…[click to build] then we’re going to lay out a framework for you that will help you see the breadth of marketing activities that you should be thinking of. We’re not going to tell you that you need to be doing every one of these right now, but after we show this to you you’ll have a better sense of all of the elements of marketing that are important to a small business or organization.[click to build] finally, we’ll give you something to keep in mind as you get going with your own efforts, or as you revisit the plans and strategies you already have in place.I also want to make a quick not about “for” and “non” profits, andindustry verticals…I’m often asked how the things I’m talking about should be adjusted or changed for a nonprofit or a services (B2B firm) or someone in a different industry vertical. I hear “I’m not a brick-and-mortar business, so how does this apply to me. The good news is that the principles that will be discussed are largely universal…they can benefit a non-profit just as much as they can a for-profit, a B2B business can follow these just as readily as a B2C, that a restaurant can succeed with these ideas just as readily as a yoga studio, a church or a book store. Yes, you may have different considerations to make for your select audiences, but in large part what we’re teaching are best practices, and they’re best practices across the board.OK? Who’s ready to get started?
- So, let’s keep talking about some core marketing concepts, and how we view them a bit differently today…
- One of the best things I can tell you is that, as a small business or a nonprofit, you actually have an advantage over “big business” in this new era of marketing – it is specific to your use of email and social media marketing. You have an advantage because you can be the face of the company, the person people associate with that business or organization. You can be your authentic self. Best Buy cannot do that. Pepsi cannot do that. Today we’re going to talk about some of the ways you can leverage this advantage and also take some of the mystery out of online marketing strategies and how email and social media can help you grow your business.[click to next slide]
- I want to give you a simple definition, or a framework, for what marketing really is.You already know, generally, what it is – but when I say the word marketing, I mean something very specific and it’s important that we are on the same page. My definition of marketing has three simple parts – you define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message.Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DOSOMETHING.[click to next slide]
- So, as I said before, marketing has changed….Some of the change is obvious, but I want to talk briefly about one of the subtle changes that affects you and your ability to grow your business using all of the new online tools: that’s a basic shift in the way you may find and keep customers with today’s business climate. [click to build] Look at this model – it a typical sales funnel, using traditional marketing methods, things like print ads, radio, television, direct mail. This model is all about your reach – reaching out to FIND new customers. it’s bigger at the top, which is where you spend a lot your time, your money and your energy in this model. And…it makes sense. Your reach out to as many people as you can, convert a certain percentage into paying customers and keep even fewer of those people – mainly because so much of your time, money and energy went into the reach. It’s a standard, sales, numbers game and it makes sense. We are all familiar with this model – the problem with this traditional funnel is that it’s expensive – those ads cost a lot of money and it’s hard for a small company or organization to compete in this landscape.[click to next build] So let’s look at what new marketing tools have done to the funnel – when you begin to use new marketing tools, Like email marketing and Facebook, linked in, twitter, events, surveys, etc… you reach to people you already know. On the left, the funnel, it’s all about reaching out to strangers. New marketing is about reaching out to people that already know you… you reach out, on a regular basis, with information and offers that are relevant to your contacts and it turns out that if you do it right – and after today’s session, you should have a pretty good idea about how to do this – you will actually begin to convert more people than you are reaching to, because of the forward button and social sharing links. You grow your base, your business through repeat business and referrals – at the end of this marketing day, turns out you keep a lot more of your existing customers so you don’t need as many strangers, and it costs less and takes less time and energy.This is called flipping the funnel. And it’s a fundamental change in the way most small business owners think about their marketing – but it works. We see it working every day.
- Another way to look at this gets us down to brass tacks, and starting with an understanding of your current revenue mix. What % of you would say more than 50% of your business is repeat sales? Keep your hands up – more than 75% …More than 90% [click to build]approximately 90% of your business comes from current and returning customers90% is roughly typical of most established businesses.. That means 10% of your business is new business – let’s break that down a little
- Another show of hands – how many of you think 50% of your new business comes from referrals or word of mouth? Keep your hands up if more than 75% is referrals/word of mouth…more than 90%? What we hear from the businesses we talk to is that in a lot of cases as much as [click to build]90% of their new business comes from Word of Mouth referrals.Which means that [click to build] approximately 10% of their new business comes from brand new prospects. Let’s put this back in the context of your overall efforts. [click to next slide]
- For those keeping track, that means that of the total pie we started with [click to build], 90% is focused on current customers, about [click to build] 9% is focused on those word of mouth referrals and only [click to build] 1% of business is coming from brand new prospects. I also suspect, that if we charted the time, effort and money you spend on those groups, that we’d find that the majority of your focus is on that small group of brand new prospects. Does that seem out of balance to anyone else?What we’re going to talk about today, a solution to that imbalance, will get you focused on the 99%. [click to next slide]
- Engagement Marketing is marketing to grow the other 99%. This is important, because at the end of the day, focusing on the 99% will allow you to accelerate your repeat business from your current customers and create raving fans, it will accelerate the word of mouth that those customers share and it will accelerate your ability to attract that 1% of your business that comes from brand new prospects. It will drive more revenue and new customers and it does that through two simple ideas……[click to next slide]
- Think about what we’ve just laid out for you: WOM has always been #1 way to get new customers.What has changed is that now these conversations are no longer happening just over the kitchen island or the back fence…they now happen [click to build]on Facebook, Twitter, LinkedIn, Google& and Pinterest. That’s been one of the great shifts in recent years – those conversations are now happening on-line…when they happen on-line that changes everything. Not only are two people having that conversation, now tens, hundreds, even thousands of other people can “eavesdrop” on the conversation. Think about yourself – you may not be an active part of every conversation you see on-line, but you’re certainly seeing them. This “eavesdropping” is important because the advent of social networks has made it incredibly easy for us as consumers and business people to see those reviews and recommendations, whether we’re soliciting them directly or just looking at the conversations that are already happening
- For those presenters (and audiences) where it makes sense, this slide shows the Engagement Marketing cycle,
- I mentioned a minute ago that I would tell you more about what marketing is and also what it isn’t…let’s start with what it isn’t.[click to build] First, it isn’t about color schemes, or stunning visuals.[click to build] Second, it isn’t catchy slogans or memorable taglines.[click to build] It’s not taking the “Super Bowl” approach to spreading your message, delivering it to the masses and hoping you get results. Hope is not a strategy![click to build] And it also isn’t pretty emails or templates. That may sound a bit funny, coming from an email marketing company, but what’s important to note about all of these things is that these are actually part of branding, or advertising, not marketing. Sure, they’re elements of marketing (we’ll actually talk about design a bit later), but at the end of the day, they’re not what we consider marketing.[click to next slide]
- relationshipsdelivering on the promise you make when someone engages with youmeasurable results: show a screenshot of a results report…This will be the segue point to the next section…because if you’re focused on measurable results, the place to start is with goals and objectives…
- We’ve just talked about some of the core ideas that underlie our understanding of what marketing is all about. Let’s now jump into talking about how you set your direction…through the goals and objectives you set for your business or organization.
- All businesses have goals…and across all of the businesses and organizations in this room there are likely some very similar, high-level goals. Marketing “GOALS” are something that we all have [click to build], and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are.Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]All businesses have goals…and across all of the businesses and organizations in this room there are likely some very similar, high-level goals. Marketing “GOALS” are something that we all have, and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are.Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]
- What is really more helpful when you’re planning your marketing is to think in terms of OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] drive donations[click to build] deliver content to your tradeshow leads[click to build] or fill your seats on a Sunday evening[click to next slide]
- You may be able to juggle more than one of objectiveat a time, but for today’s session let’s focus and choose just one…Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide]
- What is really more helpful when you’re planning your marketing is to think in terms of OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] drive donations[click to build] or fill your seats on a Sunday evening[click to build] deliver content to your tradeshow leads[click to next slide]
- You may be able to juggle more than one of objectiveat a time, but for today’s session let’s focus and choose just one…Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide]
- What is really more helpful when you’re planning your marketing is to think in terms of OBJECTIVES,which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort…[click to build] or fill your seats on a Sunday evening[click to build] deliver content to your tradeshow leads[click to build] drive donations[click to next slide]
- You may be able to juggle more than one of objectiveat a time, but for today’s session let’s focus and choose just one…Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide]
- Now what you need to do is consider three questions that will help you take the emotion out of setting your objectives.
- Presenter: unhide this slide if you want to walk the audience through this exercise
- As we mentioned at the start, marketing isn’t just advertisements or the emails you send…it’s more than just one concept. In fact, there is an entire continuum of ideas and activities to focus on.Which brings us to the 4 Pillars…
- Here are the 4 Pillars of Marketing Success.Notice how these loosely follow the steps that a business or nonprofit has to go through as they market to their audiences.These center around four primary elements of marketing….[click to build]Let’s talk about what is included under each of these Pillars… [click to next slide]
- Talk through each element…this could be brief or more in depth depending upon the speaker’s comfort level….
- if you’re going to invest in making it as easy as possible for new customers, supporters, clients, volunteers or donors to find you, they you’re going to want to develop a deeper understanding of…[build out the items]You don’t just put the seed in the ground…you then have to take care of it!
- With those relationships that you’re building and nurturing, you now have an audience for the various marketing efforts you’re going to make. And just as there’s a continuum of key ideas at the heart of small business marketing, there are a collection of marketing activities that you need to be building as tools for your small business…all of them fitting together in your marketing toolkit. It’s not just email anymore…
- This pillar represents “closing the loop” on your marketing activities…but also sets the stage for moving forward. Yes, you want to be able to see how your activities fared – did people respond? But then you want to go a step further and ask critical questions about what you learned, the answers to which should help you adjust and iterate your activities, and test hypotheses for future marketing.
- So sit back for a second and look at the breadth of things that make up “marketing” for small businesses…Again, we’re not telling you that you need to be doing all of this today…or even half of it. I suspect, however, that a lot of you may be doing pieces of this (and some of you a lot of pieces of this) already. What this framework helps you do is get a sense of where you might focus your efforts now and in the future.This also allows you to see where the piece we’re talking about today [mention the topic again] fits in the grand scheme of things
- That was a lot, wasn’t it? But don’t worry…it’s all going to help you make your marketing better.
- these ideas aren’t just academic – they’re at the heart of how you think about marketing your business. You may not be in business to be a “marketer,” but by being an effective marketer you can focus more of your attention and passion on what it is that your business or organization do. (review engagement marketing, marketing goals and objectives)This stuff is important…and we’re here to help you. But we’re also here to tell you that [click to build]
- You CAN do this. Like I just said, you’ve likely already started thinking about your marketing in one these ways– which is GREAT! As you learn more, you’ll only be building on that foundation…and trust us when we tell you that you can do these things.
- we mentioned a lot of tactics (reference search, SEO, mobile, contact management, list growth and maintenance, newsletters/announcements, surveys/feedback, events/registration, offers/promotions, reports, decision-making)…the good news is that you don’t have to try to add all of these to the mix right away, today, NOW! No…you can start from where you and your organization are right now – and then build in these pieces on your way to running a truly effective marketing effort.How many of you [click to build] already use email, a website and a social media channel (say, Facebook)? Great…keep doing those!! And keep making them work more and more for your success.Next, you might think about [click to build] adding another social network (like Twitter). Then, maybe you add [click to build] a blog and start offering deals and promotions. Next you could think about [click to build] how your communications and marketing work across multiple platforms (mobile, tablets, desktop, etc.). You could add [click to build] events to your marketing mix (they work for all sorts of businesses), and finally you could build [click to build]even more of a social presence.But start small, start where you are, and build in a way that makes sense for your business.
- I want to thank you for joining me today…and I have a few suggestions for steps you might take next if you’re interested more in what Constant Contact has to offer.[Speaker: walk through each of these, and add any other special instructions you’d like to relative to your audience. NOTE: If you are pairing this presentation with others, then consider only presenting this slide at the very end, unless you’re worried that you may lose part of your audience before the next component.]
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact.(Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,Clarify that this is new content but that some of the same strategies we have taught in the past still applySo they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to itThroughout the session with short exercises for them to complete. Next ask …)How many people in the room are small businesses or work for a small business?How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the informationCovered in the session should help them start to move the needle.