Tips to Increase engagement and improve performance of your social media marketing and email marketing campaigns. Improve your open rates and click through rates. Designed for marketing retirement homes, retirement communities and senior care. Will help you market to seniors and boomers in Canada. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Kim Fowler]

1. Improve email & social with
engagement marketing
Kimberley Fowler, Content Coordinator
#mktgacademy @mktgacademy

2. Agenda
 Engagement marketing
 Content strategy
 Email
 Case study – Schlegel Villages
 Social media (just a little)
 Case study – Schlegel Villages

4. Source: Six Simple Ideas for Small Business Marketing by Gail Goodman

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?

7. Content allows you to
engage with your customers

8. Push & pull content

9. Pull content…
 Share information
 Discussions
 Event invites
 Fundraising
 Offer something: discounts, promotions, coupons,
downloads, invites, secrets, hints, tips, checklists

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

12. Self content curation

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.

17. Email marketing
Source: David Bain http://
www.searchenginepeople.com/wp-content/
uploads/2013/09/SEP1.png

18. Email marketing
 Look at emails and newsletters from other
businesses
 What do you like?
 What don’t you like?

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?

21. Subject line is important

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

24. Source: http://www.searchenginepeople.com/wpcontent/uploads/2013/09/SEP4.jpg

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

26. Keep mobile users in mind

27. Ask for feedback

28. Create an email
template

29. Create a
checklist

30. Case Study: Schlegel Villages

31. Case Study: Schlegel Villages

32. Social Media
Photo courtesy of http://blog.socialmaximizer.com/

33. Social engagement

34. Choose the right platform

35. Choose the right platform

36. Be
visual

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

39. Case Study: Schlegel Villages

40. Case Study: Schlegel Villages

41. 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

42. Recommended Resources
1. Constant Contact www.constantcontact.com
2. Delicious www.delicious.com
3. Hootsuite University www.learn.hootsuite.com
4. Comfort Life Marketing Academy
www.ourkidsmedia.com/marketing

43. Questions?
Kimberley Fowler, Content Coordinator
kim@ourkidsmedia.com
@mktgacademy