Grow Your Small Business with Email and Social Media

© Constant Contact 2016
GrowYour Business
with Email &Social Media
Simple Marketing Strategy for Small Business and Nonprofits

© Constant Contact 2016
Lorraine Ball
Owner, Roundpeg
Email: lorraine@roundpeg.biz
Welcome
Questions after the event?
facebook.com/roundpegindy @roundpeg or @lorraineball

Agenda
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
© 2016 Constant Contact, Inc

5
At its core, marketing is
about getting results.

6
Clicks / downloads
Visits to the
store / office
Reservations /
appointments
Calls
What kind of results?
Revenue / donations

You have an
advantage:
your
connection.

Marketing has changed.
8
Marketing then.
Marketing now.
Find
Convert
Convert
Keep
1.Why email marketing?

Engagement is the new word of mouth
1. Small business marketing today

Email
Source: Litmus 10
What is the #1 cell phone app?

Source: MarketingTech Blog, Business2Community.com
46% of shoppers
rely on social media
when making a purchase
88% find online reviews
as trustworthy as personal
recommendations
Time’s have changed. We trust strangers.

What are you trying to achieve?
Increase
ReachEngage
Nurture
Drive

Setting your goals
When will this be
accomplished?
What is your target?
Set real numbers
Who are you
trying to reach?

Half MoonYoga
Example:
WHO: previous members
WHAT: average of 10 attendees/per class
WHEN: over the next 3 months

Where are you today?
Facebook LinkedIn InstagramTwitter Pinterest Youtube

…2 of your Facebook fans
see you in their News Feed.
of email gets
delivered to the inbox.
90%
2%

Talk to customers
19
Find new prospects
Facebook LinkedIn Twitter Pinterest

Social Sharing

21
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?

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

24
Tutorial to weatherproof
your bag in 5 min.
Top 3 benefits to
volunteering this summer
We’re in your neighborhood!
Find out where…
How do I weatherproof
my new golf bag?
Can I set my own
volunteer hours?
Where can I find a
map of your location(s)?
…Into ContentTurn Questions…

Use content to create a subject line

The “EdgeRank” algorithm
shows posts based on …
26
Facebook has an algorithm
• Interest of your fans
• The post’s performance among other users
• Performance of your past posts
• Type of post the users prefer
• How recent the post is

You don’t have to do it alone: use resources
Interviews
or
testimonials
Social
media
Blogs
Special
guests
Survey
results
Industry
news

ProTips
• Be consistent
• Match colors
• Choose your tone
Make it look like you

Source:Constant Contact Data Reveals DirectCorrelation Between Email
Campaign Effectiveness and Number of Images andText Lines Featured, 2015)
Make it engaging with visuals & video
ProTips
• 3 or fewer images
• Make images clickable
• Videos under 90
seconds

Make it mobile
ProTips
• Avoid multiple columns
• Use larger font sizes
• Limit your images

Take advantage of your 20%
20%
Promotion

Your goals
Call-to-action
Actual results

Narrow it down to 1
Use actionable language
Stay above the scroll
Create clickable buttons
3. Setting your goals
Design an
awesome
call-to-action
Emails with a single
call-to-action
increased clicks by
371%

3. Setting your goals
Half MoonYoga Goal:
Engage 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

Source:Word Stream
Buttons created a
45% boost
in clicks

Where does it go?
4. Choosing the right message

Where does your call-to-action go?

Measure your
success

• 11 new volunteers • 500 attendees • 53 coupons claimed
Measuring your goal

Opens
Industry averages: 8-28%
Best Practices
• Evaluate send day & time
• Optimize subject line
• Recognizable from name

Click-throughs Best Practices
• Simplify your call-to-action
• Format links to stand out
• Sent targeted content
Industry averages: 5-18%

What types of posts are doing well
Engagement metrics
Who engages with your content
49
Use Facebook’s Insights tool
to know what works for you
When your fans are online

You can do this...
...and you can start today.

Three simple steps…
1. Write your goal
2. Design a call-to-action
3. Measure the results

Grow with Constant Contact
All the marketing tools you need together in one place.

•You really can do this!
We’re here to help.
All the marketing tools you need together in one place.

Questions?
Contact me LorraineBall@roundpeg.biz
www.roundpeg.biz/blog
Ready to get started?
Sign up from the email link after the program

Grow Your Small Business with Email and Social Media

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