Contenu connexe Similaire à Lisa sparks power of email marketing and social media marketing for small biz owners Similaire à Lisa sparks power of email marketing and social media marketing for small biz owners (20) Lisa sparks power of email marketing and social media marketing for small biz owners1. The Power of Email Marketing
and Social Media Marketing
for Small Business Owners
Copyright © 2008 Constant Contact Inc.
2. Housekeeping
Please:
Please Silence All Cell Phones
Silence Cell Phones
Please Take Calls Outside
of Seminar Room (Quietly)
Copyright © 2008 Constant Contact, Inc. 2
3. Win our New Book!
Drop Your Business Card for a Chance
to Win a Copy of
“The Constant Contact Guide to
Email Marketing”
by Eric Groves, Senior VP of Global
Market Development, Constant Contact
Copyright © 2008 Constant Contact, Inc. 3
4. Thank you for attending today’s workshop
■ Ask plenty of questions –
remember to introduce yourself
■ Take tons of notes but don’t
worry about the slides
■ Additional Resources
■ Share your feedback about
today
■ Receive information about
future events
■ Remember to network during
breaks
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 4
5. It Takes Relationships to Build a Business
Capture Leads
Build
Relationships
Close Sales
Copyright © 2008 Constant Contact, Inc. 5
6. Acquiring Customers
Time… Money… Energy… Effort… Trust
On average, it takes 7 touches for a sale to occur.
■ Some know and trust you, buy right away
■ Others research further, try it before they buy it
■ Some know someone who knows you and
are likely to learn more before they act
■ Others show interest but don’t trust you
Some just have no interest…
Copyright © 2010 Constant Contact, Inc.
7. Strategic Thinking: The 5 Buckets
Super Customers Know of You Someday
Fans Never
Copyright © 2008 Constant Contact, Inc. 7
8. Building Your List Using Social Media
Motivate Action when using Social Media
Why Motivate Followers/Fans to Give you their Email Address?
With email you can:
■ Control the frequency and length of content
■ Measure the effectiveness of the campaign
■ Segment your list for future follow-up
■ Deepen the relationship with your prospect/client
9. Build Your List Where You Connect
Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence
4
2 3 5
1
57% of consumers will fill out a
card to receive email alerts
when asked to by a clerk at a
local small business. Customer & Prospect Database
Source: Transact Media Group
10. Build Your List – Facebook Example #1
Copyright © 2008 Constant Contact, Inc.
11. Build Your List – Facebook Ex ample #2
Copyright © 2008 Constant Contact, Inc.
12. Build Your List – Twitter Example #1
Tweet your Join My Mailing List URL… often!
Copyright © 2008 Constant Contact, Inc.
14. The Importance of Permission
Types of permission:
Explicit: Opt in from your website or fill out a card
■ “Join our mailing list”
■ Single vs. Double Opt-in
Implicit: Requests for information, existing relationship
Note: Always make sure
to ask for permission
when collecting
information
15. Collecting Information and Permission
■ Include your logo
and brand identity.
■ Describe your email
content and how often
you’ll be sending
■ Ask about your
customers’ interests
to stay relevant
■ Ask for additional
contact information
when necessary
Copyright © 2008 Constant Contact, Inc. 15
16. Sending a Welcome Email
■ Include your logo
and brand identity
■ Personalize
your message
■ Reinforce
permission and
ability to change
preferences
Copyright © 2008 Constant Contact, Inc. 16
18. List-Building and Permission Checklist
Ask yourself as you build your list…
■ Are you collecting contact information at every customer
touch point: both in-person and online?
■ Are you asking for permission as well as contact
information?
■ Are you clearly describing your email frequency and
content?
■ Are you sending a welcome email or a confirmation email?
■ Are you using permission and subscription reminders to
stay current?
Copyright © 2009 Constant Contact, Inc. 18
19. Section 2: Inform
Creating Valuable Content
Determining what is valuable to your audience
Creating and reusing content for different audiences
Choosing an effective email format and selecting
appropriate social media tools
Deciding what day and time to send
Copyright © 2008 Constant Contact Inc.
20. Keys to Content Development
Know Your Audience (The Influencers/The Talkers)
1. Survey Them
2. Create a Target Audience Profile
• Likes/Dislikes
• Sense of Humor
• Lingo/terminology
• Ways they refer to each other
3. Hang out where they hang out
• Forums
• Blogs
• Newsletters
• Twitter (Who are they following?)
Copyright © 2008 Constant Contact, Inc. 20
21. Know Your Audience
Four Biggest Secrets to Powerful Content
1 Start with your customer
What are their fears, needs, concerns?
What do they talk to their colleagues about?
What are their hot buttons? What gets them talking?
2 Find an emotional connection, not just a factual one.
3 Control the flow of communications.
Focus on one message only to lead them to respond.
4 Always have an offer. What’s the incentive to respond now?
Copyright © 2008 Constant Contact, Inc. 21
22. Coming Up With Valuable Social Media Content
What to include in your Facebook,
Twitter and LinkedIn Updates
■ Don’t pitch
■ Share current and relevant
information that leaves them
wanting more
■ Share helpful hints and tips to
built trust
■ Answer questions without selling
■ Have insight/opinions
■ Stay focused on keywords/SEO
Always provide value.
Copyright © 2008 Constant Contact, Inc. 22
23. Always Provide Value
Instead of:
“Just met Warren Buffet at
Economic Turnaround Summit.”
Try:
“Warren Buffet’s top three stock
picks:
http://tinyurl.com/buffet3”
Copyright © 2008 Constant Contact, Inc. 23
27. Content Checklist
Ask yourself as you create email content…
■ Are you trying to promote, inform, or relate?
■ What is your audience interested in?
■ Is your email format branded and supportive of your
message?
■ Is your email concise and does it include a strong call to
action?
■ Does your content match your frequency and timing?
Ask yourself as you create social media content…
■ Are you trying to generate awareness, increase sales, or
heighten loyalty?
■ Are you providing value to your audiences, reusing relevant
information?
Copyright © 2008 Constant Contact, Inc. 27
28. Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and relevant to planned frequency
When to send
■ When is your audience most likely to read it?
■ Day of week (Tuesday & Wednesday)
■ Time of day (10am to 3pm)
■ Test for timing
■ Divide your list into equal parts
■ Send at different times and compare results
Maximum impact with minimum intrusion
Copyright © 2008 Constant Contact, Inc. 28
29. Frequency – Social Media
Daily
2 – 3 times/week
2 times/ week
Weekly/Monthly
Graphic Courtesy of Jay Baer, http://www.convinceandconvert.com.
Copyright © 2008 Constant Contact, Inc. 29
31. They’re on Your List – Now What?
Copyright © 2008 Constant Contact, Inc. 31
36. Content Resources
List of Article/Content Resources
-Copyblogger.com
-EzineArticles.com
-BluePenguinDevelopment.com
Copyright © 2008 Constant Contact, Inc. 36
37. Filling the Sales Funnel
Marketing Funnel
The Masses
Usually free
Low
or low cost Cost
Customers Dedicated customers
email
$47 - $247 who return over and
over to your business
Fans
Thousands, Millions
Email marketing helps you find FANS within the MASSES:
■ 7 Touches before sale occurs
■ Use email to continue upsell process
■ Retain happy customers for life with your personality. SHARE!
38. Email Marketing – YOU: the missing link
Copyright © 2008 Constant Contact, Inc. 38
39. Closing the Sale – Boulder Arts and Crafts
Problem: Needed to
clear out excess
inventory.
Solution: Sent 25% off
discount email to list of
1600
Result: Within hours
received $4,000 in
sales
Copyright © 2008 Constant Contact, Inc. 39
40. Closing the Sale – Fajita Grill
Problem: Wanted more customers in
their restaurant
Solution: Sent email with coupons to
list of 400
Result: 100 redeemed the coupon
within a month (that’s a 25% coupon
redemption rate!)
Note: They email coupons at 10 a.m.
and will have a line outside the door of
the restaurant at 11:30 a.m. with
printed email coupons in hand!
Copyright © 2008 Constant Contact, Inc. 40
41. Closing the Sale – Duck Tours
Problem: Grow interest in the
tours year-round
Solution: Send targeted
campaigns to groups such as
schools, religious and
community organizations
Result: 153% increase in
revenue over a three year
period
Copyright © 2008 Constant Contact, Inc. 41
42. What next?
Just getting started?
■ Start building your list
■ Learn how to create an email
■ Sign up for a free trial
Ready to learn more?
■ Attend an in-depth seminar
■ Read “Constant Contact Guide to
Email Marketing”
■ Visit the Constant Contact learning
center
Want to expand your expertise?
■ Join Constant Contact’s online
community
■ Sponsor a non-profit through
Cares4Kids.com
ConstantContact.com
Copyright © 2008 Constant Contact, Inc. 42
46. Keeping it all together
Copyright © 2008 Constant Contact, Inc. 46
47. Additional Resources
■ Constant Contact Free Trial
Free 60 day trial for up to 100 email addresses. Signup form for your website, 150+ templates,
free technical support. www.constantcontact.com.
■ Local Seminars
Constant Contact’s Regional Development Director provides ongoing seminars on a variety of
marketing topics. For more information on local seminars visit: www.local.constantcontact.com
■ Constant Contact Learning Center
From live and recorded webinars to daily live product tours, the Constant Contact Learning
Center is the place to find all the resources you need get started or take your email marketing
to the next level. www.constantcontact.com and click on Learning Center.
■ ConnectUp! User Community
Meet others - like you - to share and gain insights on email marketing and other topics you care
about. Read and post to the discussion boards on issues that matter to you.
■ Email Marketing Hints & Tips
Our monthly email newsletter featuring email marketing insights from CEO Gail Goodman will
help you create great campaigns, increase your open rates, build your list, and be the best
email marketer you can be.
Copyright © 2008 Constant Contact, Inc. 47
48. Constant Contact Cares 4 Kids
The Constant Contact® Cares4Kids program assists
community-based non-profit organizations that help
children build the fundamental skills they need to
succeed in their communities and in life. Cares4Kids
program recipients receive free use of a 10,000 list
Constant Contact account for their organization.
www.cares4kids.com
Who is eligible?
Any organization that is a non-profit that
provides educational mission to support
children.
How do I get started?
Visit the Cares4Kids program to get started
at www.cares4kids.com.
Copyright © 2008 Constant Contact, Inc. 48
49. Thank You!
Please drop your business card
and receive a copy of today’s presentation.
Copyright © 2008 Constant Contact Inc.