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Coach Pros Online & Grow Business Rapidly
- 1. WE COACH THE PROS Check In Online! #wecoachthepros Facebook: WeCoachThePros LinkedIn: WeCoachThePros Twitter: WeCoachThePros "We provide motivated small to mid size companies money making processes. So they can be more productive, create more sales, stronger relationships and grow their business rapidly.” Sandra Flores 832-915-0706 Sandra@WeCoachThePros.com
- 3. © Constant Contact 2015
- 4. BE A MARKETER All it takes is Constant Contact® #BeaMarketer
- 5. 5 10% Holiday spending to increase by... 25% Source: RetailTouchPoints Source: eMarketer Are you ready? Online sales to increase by...
- 6. Seize the moment! Source: National Retail Federation 20%- 40% of yearly sales NOV DEC JAN
- 7. Agenda 7 1. Have a plan 2.What’s your offer? 3. Set up a campaign 4.Next steps
- 8. Agenda 8 1. Have a plan 2.What’s your offer? 3. Set up a campaign 4.Next steps
- 9. Know your marketing goal. 1. Have a plan 9 Reach new customers Increase membership/ subscriptions Drive repeat business/loyalty Motivate donors & advocates
- 10. How will you engage with customers? 10 Coupon / discount Free shipping Gift cards Gift with purchase Exclusive content
- 11. 11 1. Have a plan
- 12. 12 Special deals Featured products Website traffic Reach them with email. Awareness Membership Donations 1. Have a plan
- 13. 1. Have a plan 3-email plan Email 1 Announce your offer Email 2 Send a reminder Email 3 Thank your audience
- 14. 14 Share your emails Post offers Upload inspiring images 1. Have a plan Go beyond the inbox…
- 15. 3-post plan Post 1 Incentivize sign ups Post 2 Share a reminder Post 3 Say “thank you” 1. Have a plan
- 16. Agenda 16 1. Have a plan 2.What’s your offer? 3. Set up a campaign 4.Next steps
- 17. 17 2.What’s your offer? Discounts Downloads Events B2B Services Hints &Tips Tips! Support a Cause What kind of offer?
- 18. 18 2.What’s your offer? Downloads Events B2B Services Hints &Tips Tips! Support Cause Discounts • 20% off throughThursday • Buy two, get one free • One for you, one for a friend!
- 19. 19 2.What’s your offer? Events B2B Services Hints &Tips Tips! Support Cause Discounts • 5 tips for better budgeting • Quickstart guide • 7 mistakes to avoid in your tax preparation Downloads
- 20. 20 2.What’s your offer? B2B Services Hints &Tips Tips! Support Cause Discounts Downloads • Register now to save 20% • 2-for-1 tix: register yourself, bring a friend for free! • 10VIP seats left! Events
- 21. 21 2.What’s your offer? Hints &Tips Tips! Support Cause Discounts Downloads Events • Free consultation for new clients • Save 30% on quarterly reviews • 3 coaching sessions for the price of 2 B2B Services
- 22. 22 2.What’s your offer? Support Cause Discounts Downloads Events B2B Services • 3 simple ways to save money • Top trends in social media • DIY home improvement for 2017 Hints &Tips Tips!
- 23. 23 2.What’s your offer? Discounts Downloads Events B2B Services Hints &Tips Tips! • Register and receive exclusive access! • Donate today for a chance to win! • Join today for a special discount Support Cause
- 24. Agenda 24 1. Have a plan 2.What’s your offer? 3. Set up a campaign 4.Next steps
- 25. 25 3. Set up a campaign What are campaigns? Push content Pull response
- 26. 26 1. Make it clear. Use subject lines and preheader text Limit choices Use design wisely 3. Set up a campaign
- 27. 3. Set up a campaign 27 Help them find the right gift Create clickable options Communicate with images 2. Make it easy.
- 28. 28 3. Make it engaging. 3. Set up a campaign Videos increase click-through rates by 300% Ask for feedback Source: Forrester Research 88% read reviews before purchasing
- 29. 29 4. Make it social. 3. Set up a campaign Ask people to like, share, retweet, pin Use Simple Share Include your social profiles
- 30. 30 3. Set up a campaign 5. Make it mobile. Avoid tiny fonts Limit text and images Use clear calls-to-action
- 31. Keep it simple. 3. Set up a campaign 31
- 32. 32 3. Set up a campaign
- 33. Agenda 33 1. Have a plan 2.What’s your offer? 3. Set up a campaign 4.Next steps
- 34. Quick review... 4. Next steps 34 Know your goal Create your offer Plan your timing
- 35. 35 4. Next steps • Set up a “Welcome” message • Pre-schedule campaigns • Create a series of automated emails • Schedule your posts with Facebook or MySocialSuite Automate what you can
- 37. 37 …and beyond!
- 38. 1. Start with what you’ve got • Growth takes time • Growth is an ongoing process • Efforts must be organized & consistent • A combination of traditional and modern methods are most successful Growing your list sounds complicated but it doesn’t have to be if you understand.
- 39. BE A MARKETER All it takes is Constant Contact® #BeaMarketer
- 40. 40 • Small business marketing is... •You really can do this! Nurturing relationships. Delivering on your promise. Getting measurable results.
- 41. 41 •You really can do this!
- 42. $5/month for your first 3 months of Email IFYOU BUYTODAY This promotion (the "Promotion") ends tonight, after this seminar (the “Seminar”) at 11:59 p.m., local time (the "Promotion Period"). If eligible Constant Contact customers purchase the Email level product of Constant Contact during the Promotion Period, they will receive the Email level product at a discounted price of $5 per month for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are not currently a trialer or paying Constant Contact customer, (ii) attend the Seminar and receive this offer at the Seminar, and (iii) follow the link above and become a paying Constant Contact customer during the Promotion Period. After the first three months have ended, eligible participants will automatically be charged the current retail price for the Email level product unless they cancel their accounts. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions available at https://www.constantcontact.com/legal/terms. Exclusive Offer for Today’s Attendees
- 43. *30 minute strategy session with Sandra * 1 hour “Get Started” webinar *Customize a mobile responsive template *Included with your colors, logo & contact info *Upload your email list *1st blast schedules to go out in 7 days or less! BEST OFFER OFTHEYEAR!! ONLY HERE! Special Holiday Gift to thank you for signing for Constant Contact AllYouWill Receive By SayingYes to $5
- 44. My Upcoming Seminars &Training www.WeCoachSalesPros.com Getting Started With Constant Contact Webinar! Saturday December 17, 2016 11 AM to 12 AM CDT 7 StepsTo Have Clarity ForYour Business In 2017 Webinar Wednesday December 21, 2016 10 AM CDT to 11 AM CDT
Notes de l'éditeur
- Hello, I’m __________________ and welcome to today’s session, _________________. We’ll get started in just a few moments, but before we do, I have some housekeeping items to take care of. Thanks everyone for participating! Our class will be about 45 minutes. We’ll have plenty of time for Q&A at the end, and I encourage you to ask questions throughout. How to get the slides Now I know you’re probably wondering how and when you’ll receive a copy of the slides. You’ll actually get a copy of them - I’ll share a file that will allow you to access a PDF of the slides. [click to next slide]
- We know that the holidays are a busy time for you, and we’re here to tell you that holiday marketing is easier than you think! You can increase your holiday sales this year with the tips and tools you’re about to hear in today’s seminar. You can be a holiday marketer. All it takes is Constant Contact.
- Are you ready for the holiday season? Here’s what to expect for 2016: [click to build] Holiday spending is expected to be at the highest its been since 2008. Consumers are expected to spend 10% more than last year. [click to build] And online spending will go up too – digital shopping is predicted to increase by 25% (and mobile shopping is predicted to increase at the same rate). So now you know – it’s going to be busier this year. People are willing to spend more, so now is a good time to plan your marketing to get them in the door. [click to next slide] ------------------------------------------------------------------------------------------ Source: PWC http://www.pwc.com/us/en/press-releases/2016/pwc-holiday-shopping-outlook-press-release.html
- This is an important time of year for you. The National Retail Federation estimates that the holiday season brings in [CLICK] 20-40% of yearly sales for small and mid-sized retailers. Now through the end of the year is a huge time for retailers of all kinds, so let’s make sure you’re planning ahead and ready to rock your holidays! [click to next slide] -------------------------------------------------------------------------------------------- Source: National Retail Federation https://nrf.com/media/press-releases/nrf-forecasts-marginal-sales-gains-this-holiday-season
- Here’s what we will be talking about today: [click] We’re going to start by making sure you are ready for the holiday season by creating a plan. [click] Then, we’ll help you think through the best way to create a great holiday offer. [click] Next, we’ll talk about setting up a campaign and 5 easy tips you can use. [click] Our last section gives you some next steps to follow as you prep for the holidays and beyond! [click to next slide]
- Now let’s start off by talking about what you want to accomplish – you need to know your goal if you’re going to get anything out of your holiday promotion. NOTE TO SPEAKER – if you have time, take this opportunity to ask people in the audience what they want to accomplish over the holidays for their business or organization. This will help you get the conversation going and will also supply helpful circle-back points to make later in the talk. [click to next slide]
- (Note for speaker – make sure you address needs of B2B, B2C and Nonprofits on this slide so that everyone in your class has an option. These goals should mimic or mirror what your audience has said if you did the discussion piece.) Identifying your marketing goal will help guide your holiday planning, whether you’re a B2C, business to consumer business, like a retail store or restaurant; a B2B, business to business, or a nonprofit or charity. What do you hope to achieve? Is it: [click] Reaching new customers [click] Driving repeat business from current customers/increasing customer loyalty [click] Motivating donors and advocates to take that next step by giving or spreading word of mouth about your cause [click] Or are you hoping to grow your membership numbers? Once you know your marketing goal, you can focus your holiday planning on achieving that goal. [click to next slide]
- Think about how you will engage with your customers. Be creative! You can try traditional incentives like [CLICK] Coupons [CLICK] Free shipping [CLICK] Gift cards [CLICK] Gift with purchase [CLICK] Exclusive content (like e-books, white papers, guides, etc.) [CLICK TO NEXT SLIDE]
- You can also experiment – try new ways to offer incentives. La Provence, a gift shop in Rockport Massachusetts, had a 10-day preview sale before Thanksgiving to give their customers a chance to save before the major holiday rush. They sent an email with a coupon their customers could use for 20% off during the entire run of the preview sale, whether they printed it out or presented it on their phones. ---------------------------------------------- La Provence SOID: 1104387713414(gmkgkreab) [click to next slide]
- What kinds of holidays promotions are best to include in your emails? [click] Exclusive deals, coupons, or discounts [click] Suggest products or services [click] Encourage customers to buy directly from your website. You can do this with links to individual products right in your email. [click] If you’re a nonprofit and are running a donation drive, make your email readers aware, as the Baltimore Humane Society did with Giving Tuesday in 2014. They asked their audience to consider donating to their shelter on Giving Tuesday. [click] You can also offer other promotions that increase awareness of your nonprofit organization, by hosting events and asking people to register or become sponsors. The Baltimore Humane Society did a fun social media outreach project to raise awareness about their cause, by asking their audience to take “selfies” with their pets and post them to social media with information about the humane society. [click] And you can use email increase membership for a nonprofit or if you’re a retail organization and have a loyalty program, you can build it through email. [click to next slide]
- When you’re sending out your holiday email promotions, you have a lot of options. You should consider sending emails specifically about your promotions, but also make sure you’re mentioning them in any regular email newsletters you send during the holidays. It can be as easy as a 3-email approach: Email 1 – Announcement Announce your holiday offer (send when you have your offer ready). Let your customers know about your offer and why they should act on it. This should usually be sent two weeks out. Email 2 – Reminder Send a reminder just before your offer expires. This is when your holiday offer is almost up. Let your contacts know this is their last chance to take advantage. This should be sent a day or two before your offer expires. Email 3 – Thank you Send a “thank you” to your customers to thank everyone who came out to shop with you this holiday season. Expressing gratitude goes a long way in creating a long lasting relationship well into the new year. Send this a couple days after the holiday.
- Email can be even more powerful when paired with other marketing options, like social media. You should be reaching your customers wherever they are with your holiday communications, and that includes through email AND social media. [click] Share your email on your social media profiles to make sure you’re reachest people in your network, even if they’re not signed up for your emails. This is also a great way to build your list. [click] Post updates about your offers everywhere you can, as Taza Chocolate does in this example on Facebook and Pinterest. [click] Share photos that encourage action, like how to use the products, or customers who have purchased the products. Pinterest is a great platform for product photos, because users can click directly on the images to purchase from your website. If you’re a non-profit, use photos and videos that tell your organization’s story, and always link to a page where your followers can make a donation to your nonprofit. On Facebook, nonprofits can add a “Donate” tab to their pages, so their followers can contribute without leaving the social network. [click to next slide]
- You should be sharing your promotion anywhere you interact with your customers and clients. Facebook is a great way to get attention this holiday. Here’s a simple 3-post approach: [CLICK] Post 1 Ask people to join your email list to get a special offer. Include a link to your sign-up form. Say something like: “Join our email list for a special holiday offer”. Take this example from Seed Spot, a non-profit that supports entrepreneurs in their community. They posted the chance to receive their free e-book about crowdfunding when you sign up to their email list. [CLICK] Post 2 Remind people they still have time to get your holiday offer. Post a relevant image to your FB page including a link to your sign-up form. Say something like: “There’s still time to get our special holiday offer. Join our email list to get it sent to your inbox.” [CLICK] Post 3 Say “thank you” by posting an image of you and your staff. Say something like: “Thank you for shopping small this holiday.” Take your Facebook marketing even further this holiday by promoting your offer using Facebook Ads. This is one way to expand your reach and make your offer visible to even more potential customers. Constant Contact has tools to make this easier than ever. Something to consider as you prep for your best holiday season ever.
- It’s important to start planning your holiday offers now, so let’s look at some ideas.
- Note to Speaker: If you are short on time, you can speak to this slide and discuss various types of offers. But if you have time to have some conversation with the room, use this with the following six slides to open up real conversations, provide good examples, encourage participants to share their own ideas and give people a chance to talk. Once you determine your holiday marketing goal, and you’ve thought about your plan for the holidays, it’s time to think about what you will offer your customers this year. These are some ideas that you can use, depending on the goal you set. We’ll go through each type of offer in detail. [click] Discounts [click] Downloads [click] Event invites and updates [click] B2B services [click] Hints and Tips [click] Support a cause – Nonprofit promotions [click to next slide]
- With discounts you can provide a percentage or dollar off through a limited time period, a buy-one-get-one-free promotion, or get a gift for yourself when you purchase one for a friend. You can also offer coupons – Constant Contact allows users to create a trackable coupon that will tell you who redeemed your offer – making it easier to market to that specific audience in the future.
- Downloadable content gives your audience some inside tips or information – you can use your expertise to provide a benefit for your customers. These can include tips, a study or guide related to your business or cause, an e-book, advice on what to do or not do while using a product or service, or any exclusive content you may have.
- With events, consider offering an early-bird registration discount, buy-one-get-one tickets, or limited time offers for upgrades, like special seating, parking or admission.
- If your business is a B2B – business to business – and you sell to other businesses, consider offering your expertise. If you’re a marketer, that might be giving them a free service, like a review of your client’s email newsletters, when they purchase a consultation at full price. You could offer a regular discount on services. Or bundle an offer – provide something extra for a lower rate.
- Educational information is a great offer for customers – people love how-to information and insider tips. Consider giving them tips or steps to solve a problem. Give them insights on the latest trends in your industry. Or provide your expertise or best practices for how to use or maintain your products or services.
- Nonprofits rely on support from donors and volunteers throughout the year, but the holidays are a very important time for fundraising and giving – and if you’re a nonprofit, you can use email marketing to help plan events and donation drives! You could give away exclusive access to an event in exchange for volunteer hours or donations. Or you can run a raffle for donors to win a sponsored listing for free advertising. You can also think about using limited time offers – for example: donate today to get involved and join our cause.
- Now that we’ve looked at what to expect for the holidays and why it’s important to get ready now, let’s talk about how to create a campaign that will drive some real results for you.
- Quickly let’s just go over specifically what a campaign is – it doesn’t have to be expensive, or elaborate. Simple is great. To run a campaign you [CLICK] push content out, like an offer, a free download, a promotion, whatever and then you pull a response. A physical, measurable response. You get them to react. And a campaign can be sent by email, as well as shared on social media (like the one you see here). Let’s talk about how to make a holiday campaign work to get your desired response, and 5 easy practices you can use to prep for holiday success.
- When you create your promotions, make sure they are answering the question [click] WHY DOES THIS MESSAGE/OFFER MATTER RIGHT NOW? That’s what your audience is thinking every time they receive any message in your inbox. You need to tell them what’s in it for them and get their attention. [click to build] Think about your subject line. Use a strong subject line that tells them the most important information in this email. You should also make it clear to your readers what your offer is [click]. When they know there’s something in this email that benefits them, that answers the question, Why does this message matter?, then they’ll be more likely to act on your offer. Talk about this in the subject line and in the top of the email so they’ll see it right away. You can see in this email example from Bisque Imports that they have a strong subject line: Tis the Season for FREE… It’s a teaser subject line, because you don’t know exactly WHAT is free, but it’s an eye-catching subject line that would entice a customer to open the message. Once opened, the offer of free shipping is at the very top of the email, so there’s no question what the message is! [click to build] Here’s an email from Taza Chocolate. They are highlighting a favorite seasonal ingredient, their peppermint stick chocolate, with a beautiful picture that pops right when you open the message. You don’t have to include everything you sell or every service you offer. [click to build] This email from Gorilla Doctors, a nonprofit helping endangered mountain gorillas, is a very direct call to action. The large photo asks for donations on [click] Giving Tuesday, an annual, international call to give to charitable causes. This year, Giving Tuesday falls on December 1st. Gorilla Doctors’ email makes it easy to donate – the photo itself is a clickable link to a website where readers can donate, and further down in the email, another link brings readers to the same page.
- Make it easy for customers to take advantage of your promotions. Your content should help them find the gift they are looking for and answer your call to action. [click] This email from Happy Wine, a wine shop in Miami, makes wine shopping easy. They sent it to their list right before Thanksgiving, with just eight featured wines at different price points (as you can see in the background of the photo, they sell more than eight wines!), suggesting they go with traditional Thanksgiving foods. [click] You should use images, and communicate through them. An email service provider like Constant Contact makes it easy to turn a picture into a clickable link, so if someone clicks on the image, they are brought to a designated website. This is especially important if you’re asking someone to purchase a specific product or service, or make a donation. You should also use your design wisely. Make sure it’s well organized and spotlights a limited number of products or services, with room for descriptions and buttons or links to direct your readers to your call to action. Don’t clutter your space. [click] This email from Rose and Dove gifts has a nice, clean design. It’s an email about the “scent of the season,” Frasier fir, and a beautiful picture displaying candles and other home fragrances, followed by a “gift-with-purchase” deal. Rose and Dove sells a variety of gifts, but by highlighting this one product, they are able to really focus their message. Side note – try to avoid giving too many choices in your campaign. These are supposed to be quick decisions to act (clicking to shop in your online store or selecting an item and clicking to buy) Too many choices will reduce the number of decisions / actions a person can take. It’s a time limit thing. Think of your campaign as window shopping. You want to entice someone to come in right then and buy because of whatever got their attention. [click to next slide]
- Video is a powerful way to engage with your audience. People prefer watching a video to reading long web pages full of text. You can make video work for your holiday marketing messages. [click] The response to video is undeniable. Video content increases click-through rates by 300%. Make sure you mention the video in your subject line for readers to know about it right away. Videos are also a great way to share your organization’s culture or mission, recap a great event, or demonstrate how to use a new product. Rejuvenate Therapeutic Massage used video in an email to thank their clients for a great year and wish them happy holidays – simple as that! [click] 88% of online shoppers use online reviews to help them to decide on purchases. Include reviews in your content – quote happy customers, link to them in your emails, post them on social media – and keep on top of what your most popular items and services are. These can help you plan future promotions, because your audience is telling you what works, and what doesn’t. If you do get a negative review, make sure you respond professionally, and, if possible, ask the reviewer how you can contact them so you can try to resolve the situation. [click] Don’t be afraid to ask for feedback! Encourage your audience to write reviews for you – ask them to do it, and include links to relevant places on your website to create those reviews. (Source: BrightLocal “Local Consumer Review Survey 2014”) http://www.brightlocal.com/2014/07/01/local-consumer-review-survey-2014/
- Encourage your audience to share your promotions by using social media tools. [click] If you are using Constant Contact, add the Share Bar to the top of your emails. The Share Bar allows your readers to post a link to your email on their social media profiles [click] Use Simple Share – you can create posts for multiple social media profiles in the Simple Share editor and publish a link to your email to all of them at once. [click] Use social media buttons to give your email audience an easy way to follow you on social media. Remind your audience to share your promotions – ask them to Like them on Facebook, retweet on Twitter or pin on Pinterest. Your audience has a lot of influence via word of mouth, and you can get your promotions in front of more people – their friends and family – if they help spread the word for you. [click to next slide]
- Mobile has become prevalent in the world around us, especially for holiday purchases and interaction. Now we want to show you some tips you can use today to start taking advantage of mobile for the holiday season. Avoid using tiny fonts [CLICK] This one would seem to be pretty self-explanatory…but is no less important. Yes, you can fit more text on the screen if the font is small, but who can read it? People will need to pinch-to-zoom the text, and then have to scroll around. They’re more likely to delete the message, as well as unsubscribe from future small-fonted emails. We’d recommend 14 point for body text and 22 points for headlines. Avoid using too much text and too many images [CLICK] Think about it – do you want to read long and complex messages on your phone? When you’re on the go? No. Which means neither do your customers or supporters. Start to re-think your content. Long-form content (think newsletters that have more than a couple of short, to-the-point paragraphs) doesn’t work for mobile readers. So look at the content you’re building and start to re-think it: could it be condensed? Can a picture tell the story better? Can you turn one newsletter into a series by cutting it into pieces? If you have longer, or more complex content or assets you want to share (like a product guide, or new regulations for your clients or a research report that supporters of your non-profit would be interested in), send an email with a clear call-to-action that directs people to where that asset lives (on your website, blog, etc. Images are a great way to convey a message, tell a story, and create a connection, but they can be overwhelming on a mobile device for a couple reasons. First, some mobile email clients may not display images by default, so be sure to use what is called “Alt Text,” or text that appears if the image doesn’t, to uphold your brand and to let people know what’s there. Second, if your images are too large, or there are too many, the rest of your message will be pushed down. The reader will have to pinch and zoom out of the message. This large image has pushed the call to action all the way to the bottom of the message, making it less likely that the reader will actually click through. Typically you should stick to 20 lines of text or less, and 3 images or less. Use clear and easy calls to action [CLICK] You want to make it easy for your readers to take an action, to do something that keeps them connected to you – come to your website or event registration page, click through to a white paper you wrote, learn more about your services. You can increase the odds of them taking that action by carefully thinking through the design of your emails. Here’s an email that works…notice how the call to action is a button that is clearly separated from the rest of the content, both visually and spatially? White space will make it easier for the reader to click on it. You should also consider making your images clickable…they’re ready-made buttons waiting to be clicked! A note here on buttons versus text links. What you really want to do is make it easy for your readers to take the action you suggest. Whether you give them large text links (with clear separation from surrounding text) or easy to tap buttons, make sure that there is no confusion about what action you want your reader to take: learn more? Register for an event? Make a donation? Make it incredibly easy… You should also be thinking about where that button or link takes them – will they be taken to a website that is difficult to view on a mobile device? That could derail the entire experience for them… Overall, an easy formula for creating mobile emails (or any email for that matter) is: picture, paragraph, call-to-action. That’s it! Remember, before you send any message out to your customers or supporters, TEST THE EMAIL BY SENDING IT TO YOURSELF. And then view it with your readers in mind…and make changes accordingly. A few extra minutes of testing can save a lot of headache later. [click to next slide]
- You have a lot on your plate. You do not need a complicated strategy to end the year on a high note! Think about some simple ways to engage people – look at this example…
- I love this example. It couldn’t be simpler to engage people online and draw not only attention but real business in during the holidays. Donna’s Gourmet Cookies decided to let people know that there were holiday cookies available, so they snapped a photo and posted it on Facebook. [CLICK] It got some interaction from her fans and customers, and that’s great. But the best part is what happened next …
- How can you get started with your holiday marketing? Let’s take a look.
- Here are 3 important tips to walk away with for holiday marketing success: [CLICK] 1. Know your goal – choose one objective for your holiday promotion – too many will confuse you and your customers. [CLICK] 2. What’s the offer? You have a lot you could choose from – coupons, discounts, gift with purchase, and more. Make it a clear and compelling offer for your customers. [CLICK] 3. Make it timely – remember that the shopping cycle for the holidays should take into account shipping time, prodding last-minute shoppers, and the deadlines that you and your customers face when getting ready for the holidays.
- We know you’re busy, and you might not want to be – or can’t be – on your computer all day. Save yourself some time by using some automation tools that do the work for you. These are great for the holidays, and well into the new year to build ongoing relationships with your holiday following. [CLICK] Start simple by setting up welcome or update messages for your email marketing. They can be triggered to send to your list when someone signs up. A great way to welcome newbies and give them a taste of what they can expect in the future. [CLICK] If you’ve created a marketing calendar for the holidays, create your holiday emails in advance and then schedule them to send at the times and days you choose. [CLICK] You can also try automated emails – these are emails that are sent out based on certain triggers, like birthdays or anniversaries. You can build relationships over the holidays that last throughout the year if you leverage emails like these. Plus, you can give more information about your organization beyond a simple holiday offer. [CLICK] You can also schedule your social media posts – you don’t have to be sitting in front of your computer to post to your networks. Facebook has its own scheduling tool, but the other networks don’t. You can use tools like MySocialSuite to schedule posts for Facebook, Twitter and LinkedIn. MySocialSuite also has an Instagram feature that makes it easy to share your images. It doesn’t take a lot of time to keep on track with your marketing and planning. Try at least 20 uninterrupted minutes at a time, 3 to 5 times a week to make email scheduling, social media planning, posting and monitoring part of your regular schedule.
- One of the most crucial pieces to your marketing strategy this holiday will be your reports. You’ve spent so much time, energy, and money to generate buzz for your organization this season, and what has it all been for? Use metrics to tie tangible benefits back to all of your hard work. This will include metrics outside of your email marketing, like donations, revenue, conversion, etc., as well as the metrics you’ll see for all of your campaigns within Constant Contact. You’ll know who is opening your marketing emails, when and how many times – what they clicked on – individually and generally, percentage-wise. Know how many people respond to your surveys, sign up for your events, pay for your events or pay for a special deal or make a donation if you’re a nonprofit.
- You have to know what is working and what isn’t – because you should do more of what is working and stop doing what isn’t. Simple but important to know what is helping you grow. For example, you can use the list of people who opened your email to identify which subscribers are most engaged with you (and target or reward them later). You can pinpoint who has clicked on what information within your email so you can send them exactly what they’re interested in for the future. You can even compare up to 5 emails at a time to see if one strategy is working better than another. This is one example of how you can take what you’ve done during the holidays and apply it to your marketing for the new year. Holiday marketing doesn’t stop at the holidays. Use this momentum to carry you through 2017 for even more success! Don’t forget about your social media reports. All of the social networks – except Instagram – provide you with reports on how your marketing is doing.
- [CLICK] EACH SECTION WILL ANIMATE ON ITS OWN You know you need to be marketing and mailing to new and existing customers and subscribers, but you don’t know where to start. Well there are some truths to keep in mind as you embark upon your list growth journey: [CLICK] - GROWTH TAKES TIME - By now you may have heard that ‘your organization lives and dies by it’s subscriber list’. You might look at yours and wonder if you have enough contacts or if it is turning over the results you were hoping for. You’re not alone. But it is important to understand that it takes time and that it should have no end. Learning how to consistently grow your list is something that you want to become a reflex or a habit. [CLICK] - GROWTH IS AN ONGOING PROCESS - Think of growing your subscriber list the same way you think of building and growing your business or non-profit. You always want to be generating business even after you get the kind of consistent business you’ve dreamt about. There will always be periods of lots of business and periods of less than ideal business, and your contact list will be like this too. You want to always be collecting contacts every chance you get wherever you interact with customers or supporters because you’ll always want to be reaching fresh leads as some unsubscribe or opt out over time. [CLICK] - EFFORTS MUST BE ORGANIZED & CONSISTENT – just like the meticulous bookwork that you keep for your business or non-profit, your contact list is most successful when it is organized and is maintained in a consistent and efficient way [CLICK] - A COMBINATION OF TRADITIONAL AND MODERN METHODS – There is no wrong way to collect a contact (except of course if you buy or rent lists, that is! We’ll talk about anti-spam best practices a bit later) You should start with what you know and combine new and traditional methods of gathering contacts. Once you leave this presentation with more ideas than you had to start with and a clear plan of action for collecting as many contacts in as many places as possible, you’ll find that growing your list is just another way of growing your business or expanding your organization.
- By following the tips and best practices we covered today, you’ll be positioning yourself to take your piece (or two) of the holiday pie. This information will help you stay in touch with your customers and reach new ones this holiday season. You are ready for your best holiday season yet! All it takes is Constant Contact.
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