Email and social
19 Apr 2017•0 j'aime•107 vues
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Marketing
Many small businesses and organizations find themselves seeking the right strategies, tools and tactics to make their marketing efforts as effective as possible. But between Facebook and Twitter, email and mobile, and whatever new social network is rolling out that month—there’s a lot to keep up with. And there are only so many hours in each day. The number of possibilities can feel overwhelming. This session will help make sense of the noise. In this session I show you how to make the most of the combination of email and social media for your business. When the session is done you’ll have a greater understanding of marketing basics like goals and objectives. You’ll learn what a “campaign” is and what to write about and offer in that campaign. You’ll be given some simple but powerful tips for how to get your messages opened and read, shared and socially visible. And you’ll see that there are some great tools you can use to help engage with your existing customers and supporters as well as expand your reach to new prospects. Throughout the session you’ll be given opportunities to capture your own ideas and build out the framework of your own “next great campaign.”
Vanessa CEOSuivre
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Email and social
- 1. Put the Power of Email +Social Media to work forYour Business Simple Marketing Strategy for Small Business © 2017 Constant Contact, Inc
- 2. Vanessa Cabrera www.vanessa-cabrera.com Email: vanessa@vanessa-cabrera.com Welcome Questions after the event? @vanessacabrera © 2017 Constant Contact, Inc
- 3. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 4. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 5. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Engagement is the new word of mouth 1. Small business marketing today
- 6. © 2017 Constant Contact, Inc That’s a lot of options… What’s the most effective platform I should use?
- 7. © 2017 Constant Contact, Inc Email © 2017 Constant Contact, Inc What is the #1 cell phone app?
- 8. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc ROI = $44 per $1 spent
- 9. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Why Email Still Reigns • You do not OWN your social media followers • We’re at the mercy of social media • No one logs on to Facebook to be sold to • You get leads through social media you SELL via Email
- 10. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 11. © 2017 Constant Contact, Inc What are you trying to achieve? Increase Reach New Customers Engage Nurture Drive Repeat Business
- 12. © 2017 Constant Contact, Inc Setting your goals When will this be accomplished? What is your target? Set real numbers Who are you trying to reach?
- 13. © 2017 Constant Contact, Inc Write your own! Example: WHO: current/previous members WHAT: average of 10 attendees/per class WHEN: over the next 3 months
- 14. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 15. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc of your Facebook fans see you in their News Feed. • of email gets delivered to the inbox. 90% 2%
- 16. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Email Social Media 73% more customer engagement57% more new customers39% more business referrals•=
- 17. © 2017 Constant Contact, Inc Social Sharing
- 18. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Social media 3-5 x/week is plenty *Use automated tools Email 1x/month is most common *Use reports to determine optimal frequency/time When to send & post?
- 19. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 20. © 2017 Constant Contact, Inc Content is all about them; not you 80% Valuable content Sounds like: “3 common mistakes on your taxes” Sounds like: “Let us do your taxes!” 20% Promotion
- 21. © 2017 Constant Contact, Inc …Into ContentTurn Questions… 1. Do I get to deduct mileage I drive from work to home each day? 2. What’s a simple way to pick the right wine? 3. How do I get more people to show up at my events? 1. Answers toYourTop 3 Mileage Deduction Questions 2. Red or White? 5 Simple Wine-PairingTips 3. 10Ways to Sell More Tickets forYour Next Event
- 22. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Use content to create a subject line
- 23. © 2017 Constant Contact, Inc You don’t have to do it alone: use resources Interviews or testimonials Social media Blogs Special guests Survey results Industry news © 2017 Constant Contact, Inc
- 24. © 2017 Constant Contact, Inc ProTips • Be consistent • Match colors • Choose your tone Make it look like you Website Email © 2017 Constant Contact, Inc
- 25. © 2017 Constant Contact, Inc Make it engaging with visuals ProTips • 3 or fewer images • Make images clickable • Videos under 90 seconds
- 26. © 2017 Constant Contact, Inc Make it mobile ProTips • Avoid multiple columns • Use larger font sizes • Limit your images © 2017 Constant Contact, Inc
- 27. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 28. © 2017 Constant Contact, Inc Take advantage of your 20% 20% Promotion © 2017 Constant Contact, Inc
- 29. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Your goals Call-to-action Actual results
- 30. © 2017 Constant Contact, Inc Buttons created a 45% boost in clicks
- 31. © 2017 Constant Contact, Inc © 2016 Constant Contact, Inc
- 32. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Narrow it down to 1 3. Setting your goals Design an awesome call-to-action Emails with a single call-to-action increased clicks by 371%
- 33. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc 3. Setting your goals Half MoonYoga Goal: Engage current/previous members to increase class attendance to an average of 10 attendees/per class over the next 3 months. Call-to-action: View the schedule
- 34. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Where does it go? 4. Choosing the right message
- 35. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Where does your call-to-action go? © 2017 Constant Contact, Inc
- 36. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Where does your call-to-action go? © 2017 Constant Contact, Inc
- 37. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Where does your call-to-action go? © 2017 Constant Contact, Inc
- 38. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 39. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc • Opens • Clicks • Event registrants • Completed forms • Coupons Measure your success © 2017 Constant Contact, Inc
- 40. © 2017 Constant Contact, Inc • 11 new volunteers • 500 attendees • 53 coupons claimed Measuring your goal © 2017 Constant Contact, Inc
- 41. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Opens Industry averages: 18-23% Best Practices • Evaluate send day & time • Optimize subject line • Recognizable from name © 2017 Constant Contact, Inc
- 42. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Click-throughs Best Practices • Simplify your call-to-action • Format links to stand out • Sent targeted content Industry averages: 5-18% © 2017 Constant Contact, Inc
- 43. Agenda © 2017 Constant Contact, Inc 1.Small business marketing today 2.Setting your goals 3.Choosing the right message a. Pick your platform b. Build relationships through content c. Write a call-to-action 4.Measuring success 5.How to get started
- 44. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc You can do this... ...and you can start today.
- 45. © 2017 Constant Contact, Inc© 2017 Constant Contact, Inc Three simple steps… 1. Write your goal 2. Design a call-to-action 3. Measure the results
- 46. (Did She REALLY say $10?) YES! (NoWay!) SERIOUSLY.