This document provides tips and strategies for improving engagement through email marketing and social media. It discusses using content strategies like push and pull content to engage customers. Case studies of the University of California, Claremont and Camp White Pine demonstrate how they improved engagement on platforms like Facebook, Twitter, YouTube and Pinterest. The key is providing a "wow" experience for consumers and inspiring them to take action through meaningful content on email and social channels.
5. Marketing goals and objectives
① Set marketing goals and objectives
② Run campaigns on channels that
matter
③ Get measurable results
6. Take it slow…
Deal with your objectives one at a
time and for each one ask:
What action would people take
that would fulfill this objective?
Can I measure it?
10. What do you write about?
What you know and they don’t
What you have access to and they don’t
Answer questions
Share insights
Spark discussion
Tell a story
Inspire
Share ideas and images
11. Find inspiration…
Look to others in your industry
Talk to your customers
Ask your employees and coworkers
What does your audience care about? Connect
these issues with your business
Look at newspapers, magazines and relevant,
current online articles
13. Content tips
Less is more
On social channels being original is not as
important as being relevant or interesting
Repurpose and reuse your website and blog
content on your social channels
Note the voice you use when you’re writing –
avoid “I”; instead use “we” or “you”
Have a theme – ensure your theme is timely
14. Email + social: use both
Create content that inspires people to do
something.
15. Email + social: use both
Create content that inspires people to do
something.
16. Email + social: use both
Create content that inspires people to do
something.
18. Email marketing
Look at emails and newsletters from other
businesses
What do you like?
What don’t you like?
19.
20. Emails - will you open it now,
later or never?
Your decision is based on these questions:
Who is it from?
What’s the subject?
When do you receive the email?
22. Email subject lines
Use the 2-2-2 principle
2 seconds: you have two seconds to catch their
attention
2 words: make the first two words count – that’s
all your audience will read before making a
decision to read further or move on
Today: subject line should answer the question
“why does this email or message matter today?”
23. When to send an email
Monthly is most common
Don’t over email – or
people will opt out
Ask when people are most
likely to take the action you
want
25. Email tips
Look great, look like you, represent your brand
Text links get more clicks than buttons
Place your logo left or center in the email
Include company name in the text
Key action must be above the scroll line
People are indecisive – don’t give them too
many choices
Make all images clickable
37. How often should you post?
3-5 times a week is plenty
Use automated tools to help (Hootsuite)
38. Get measurable results
Monitor how your email and social campaigns
are doing
Some email programs like Constant Contact will
allow you to do this
You can get some data from social on the social
platform (ie. Facebook) or through Hootsuite
You may need to rely on Google Analytics
41. Case Study: Camp White
Pine
Facebook https://www.facebook.com/campwhitepine
Twitter https://twitter.com/campwhitepine
YouTube http://www.youtube.com/user/campwhitepine
Pinterest http://www.pinterest.com/cwpofficial/
Vimeo http://vimeo.com/campwhitepine
42. Summary
Engagement marketing is about making
meaningful connections with consumers
Provide a “wow” experience
Use the content strategies we’ve discussed to
improve engagement through your email and
social campaigns
Consumers who get that “wow” experience will
engage with you and endorse you to their friends
and family – which will bring you new leads