Grow your Business with Email and Social Media
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A simple guide to email and social media marketing for small business.
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Grow your Business with Email and Social Media
- 1. © 2013 Grow Your Business with Email & Social Media simple marketing strategy for small business
- 2. © 2013 Judyth Brown Walkabout Media Enterprises Social Media For Growing Businesses jbrown@walkabout-enterprises.com www.facebook.com/WalkaboutMediaEnterprises @WalkaboutMediaE
- 3. © 2013 Grow with Constant Contact Get results fast with affordable, easy-to-use engagement marketing tools and free coaching. Send personalized email newsletters and expand your audience with our list-building tools. Manage your events online: send invites, create an event homepage, and promote registration. Turn fans into customers with coupons, downloads, and contest on Facebook and get new likes and email sign-ups. Reward loyal customers with shareable local deals and capture contact info every time you sell. Get found by millions online and manage your business info across the web, all from one place. Transform your communications into conversations with online surveys and polls. Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey
- 5. © 2013 Facebook LinkedIn Instagram Twitter Pinterest Youtube INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 6. © 2013 ENGAGEMENT the new word-of-mouth is
- 7. © 2013 7 Email is social when it’s forwarded, tweeted, shared,pinned, etc. Like email, social media enhances and sustains relationships.
- 8. © 2013 at its core, marketing is about eliciting a physical and measureable RESPONSE
- 9. © 2013 set marketing GOALS and OBJECTIVES1 an agenda and framework for marketing that works 3 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
- 10. © 2013 GOALS marketing •reach new customers •drive repeat business •nurture leads •engage members and advocates •increase donations The Big Picture
- 11. © 2013 OBJECTIVES get more specific with drive donations this month deliver content to tradeshow leads fill seats on a Sunday night
- 12. © 2013 ONE AT A TIME try to think about just what action do you want people to take? can you measure it? fill seats on a Sunday night
- 13. © 2013 3 set marketing GOALS and OBJECTIVES an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter
- 14. © 2013 how to create a campaign that works
- 16. © 2013 CAMPAIGNS types of discussion information sharing event invites + updates offers + promotions fundraising build your network
- 17. © 2013 MAKE AN APPEALING OFFER discounts downloads support a cause event invites hints + tips B2B services
- 18. © 2013 WHAT DO I WRITE ABOUT • tell a compelling story • “original” isn’t required • what do you know that they don’t • be interesting, relevant and helpful
- 19. © 2013 BE YOURSELF. INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 20. © 2013 SUBJECT OR HEADLINE winning the battle of priorities SECONDS WORDS TODAY
- 21. © 2013 GOT PICS?some channels thrive on visuals
- 22. © 2013 post + video = 100% more engagement GOT PICS? post + picture = 120% more engagement post + photo album = 180% more engagement
- 23. © 2013 NOW, LATER OR NEVER three little words that rule your world • who is it “from?” • what’s the “subject?” • when do you send your communication?
- 24. © 2013 WHO IS IT FROM?winning the battle of priorities how will you be most recognizable? CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM”
- 25. © 2013 WHEN TO SEND & POSTWHEN TO SEND & POST • for social media • start with 3-5 times a week • use automated tools to help • for email • monthly is most common • when are they likely to take the action you want?
- 26. © 2013 EMAIL + SOCIALyou have to use both amplify your email drive traffic back to your list, email, etc.
- 27. © 2013 • repurpose + reuse
- 28. © 2013 3 set marketing GOALS and OBJECTIVES an agenda and framework for marketing that works 1 get measurable RESULTS 2 run CAMPAIGNS on the CHANNELS that matter INTRODUCTION GOALS + OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
- 29. © 2013 RESULTS ARE ACTIONS click or download come to the store or office schedule a session donate call
- 30. © 2013 TOOLS THAT DRIVE RESULTS • Build Sharing • Build List • Build Community
- 31. © 2013 BUILD SHARING • Simple Share tool • social media buttons
- 32. © 2013 BUILD YOUR LIST – OFFLINE •at register •with the check at end of the meal •on registration forms
- 33. © 2013 BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc)
- 34. © 2013 BUILD YOUR LIST – APPS Scan to Join™ from Constant Contact Text to Join™ from Constant Contact
- 35. © 2013 BUILD COMMUNITY– EVENTS Promote Register Measure
- 36. © 2013 THIS IS EASY. REALLY.
- 37. © 2013 37 sign up today! 60 Day Free Trial www.walkabout-enterprises.com/services
- 38. © 2013 Q & A toll-free: 855-816-6508 want more help? CALL A COACH (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR EVALUATION!)
Hinweis der Redaktion
- Welcome, and thank you for coming today…we’ve got a great session planned, with a little bit of marketing theory, a whole lot of practical marketing tips. This session is about how you can use email marketing and social media to grow your business or organization. [click to next slide]
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact. (Ask people in the room if any of them have ever attended a previous seminar. If there are a lot, Clarify that this is new content but that some of the same strategies we have taught in the past still apply So they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to it Throughout the session with short exercises for them to complete. Next ask …) How many people in the room are small businesses or work for a small business? How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the information Covered in the session should help them start to move the needle.
- This slide should give you a chance to quickly introduce the Constant Contact suite of products to your audience. Many will not know we have all of these, so it’s a great and short commercial.
- Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweeting right now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube? [click to build] And how many have checked your email today? (all hands up) …. [click to next slide] Mobile stat from: research from: email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
- Let’s talk about referral business a minute. Word-of-mouth is all about engagement. It used to be, when we had a good or a bad experience with a company we might tell a friend, or a neighbor [click] maybe over the back fence. And we’ve all heard that old stat that the person you tell will end up telling 11 other people… or 22…or whatever it was last time you heard that. But in our changing world, now, when you tell someone – you’re very often telling them on facebook or linked in or twitter And many many more people are hearing about our experiences. And if it’s a good experience, they are clicking to learn more about the company that delivered.
- We finally come back to what got us started…this idea that marketing, at its core, is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, Like your Facebook page, etc. We discussed just discussed the different ACTIONS that you want your reader, follower, member to take. As you look back through what we’ve done today, you’ll see that we started by understanding this point first, and throughout the process of building out your plan we were never far away from the idea that the more specific you were with your thinking and the more focused you were on that end result the better able you’d be to evaluate the success of your efforts. [click to next slide]
- And, as it happens, this simple framework will also serve as our agenda for the rest of the session. We will go through these steps and you’ll put down some ideas for your own marketing initiatives that fit into this framework.
- Marketing “GOALS” are something that we all have, and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are. [click to build] Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]
- What is really more helpful when you’re planning your marketing is to think in terms of OBJECTIVES, which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort… [click to build] drive donations [click to build] move last season’s inventory [click to build] or fill your seats on a Sunday evening [click to next slide]
- You may be able to juggle more than one of objective at a time, but for today’s session let’s focus and choose just one… Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide]
- So we’ve gone over goals and objectives, you know what you are trying to achieve – so let’s talk about step number 2 Run Campaigns on the channels that matter [click to next slide]
- So we’ve gone over goals and objectives, you know what you are trying to achieve – so let’s talk about step number 2 Run Campaigns on the channels that matter [click to next slide]
- First, let’s talk about “campaigns” - -what does that word really mean? Very simply there are two parts to a campaign… first, you [click to build] push out some sort of content (and we’ll talk more about “what content” in a bit) to your followers, supporters, etc. second, you hope to [click to build] “pull” some sort of response from them – you want them to read, forward or share what you sent, show up, call, attend – you want them to take an action of some sort Think about a campaign in terms of push/pull and more importantly do not think about it as just putting an Offer out there and making the sale… in this new marketing world, it’s more like a conversation – which lends itself to that advantage we talked about that you have over big business. As a small company, you can engage in a conversation that feels and in fact IS much less like a sales gimmick and more like nurturing a relationship. If you’re doing it right, it will seem like that from both sides of that conversation. Let’s look at some examples of campaign types to help you get a better idea… [click to next slide]
- There are a lot of different types of campaigns you can run…here are just a few of the more common ones: [click to build] the “Welcome” campaign – this is actually very important…welcoming those people who are new to your list or organization… [click to build] here are some other common types of campaigns… Don’t forget, you can also send “campaigns” that are as simple as a “Thank You for your business” or “Happy New Year.” Sometimes those will get you the greatest level of engagement. There aren’t really any surprises here, I know that you are aware of these types of campaigns, but it can Be helpful to have them listed in front of you while you are planning your own marketing for a fresh Approach or maybe adding a piece to an already engaged marketing plan. So let’s go a little deeper into the basics of “how” – you may have a campaign in mind but sitting in front of a blank page can be intimidating or – a great excuse to procrastinate … [click to next slide]
- Your campaign might include a special offer – I wanted to give you some examples of offers, again – just to kick start your own planning and creativity. [click through these samples, letting people see them as ideas] discounts (what most people think of) e-books or downloadable content services hints + tips experiences or events support a cause Speaker Note: might want mention a couple of specific (local) examples, for example: “Download our free Spring Gardening guide” or “Free Tradeshow Booth consultation” or something like that… [click to next slide]
- This is one of the biggest hurdles that most people have to jump. Luckily, the answer can be very simple. [click] first, and above all else, you write about what you know that they don’t know. You share your knowledge and raise your profile as an expert in your field. Next [click] you write about what you have access to that they don’t have access to – and you have more access than you might think. This can mean that you let them download a special report, give them backstage passes, early registration, reserved or special seating, an extra hour of your time when they pay for two… and give it away when you can. What you are trying to do is build what is called a resource relationship, Where when their need for what you do comes up, YOU are the person that comes to mind. Give it away – your knowledge and your access, when you can. [click] and you don’t have to be prolific, writing original materlal everytime. You just need to be the hub or the point of access. So send links to other sources, know your stuff and they will see you as their resource (If you have a longer session, this is a great time to ask people in the audience what they do for a living and give them some ideas for content so that you get the room thinking in these terms) (Also if you have a longer session, you can give an example of a business that “gives away the farm” and drives business doing so) [click to next slide]
- I want to leave you with this final point – you can absolutely do this. It’s not a mystery – you have an advantage. Be exactly who you are. Here are some examples but three quick final tips on this -- Write in conversational copy, just means you write the way you speak, not the way you might write a brochure – let your personality come through. Use pictures of people/animals, we respond to other people and to animals – maybe it’s the eyes, but it’s measurable and this is the essence of engagement. Pull back the curtains now & then, tell your followers or friends something about you. Or your staff. Nothing overly personal – but maybe you’re going to run in a 5K for a charity that Matters to you, tell us why it matters to you. Maybe you’re also a musician and are going to play a local festival, mention it – you’ll be surprised by how many of your customers are also musicians or are going to that festival – these are the human connections that matter. We can use the word interactive to talk about ATM machines, self-check in at the airport and video games but real interaction is me-to-you, you-to-me interaction. Between people. Practice being human, being authentic, being you in your online marketing and watch your business grow. And you might have some fun with it too. SPEAKER: Remember to leverage your advantage as a small business or a nonprofit. Be human – be yourself. Find your voice. The voice of your organization. Here are three things you can do to make that work. Write in conversational copy. That just means that you write the way that you speak, Not the way you would write a brochure or website articles. It can be formal or it can be more casual, but it should match the tone you would Take in a one-on-one meeting with a client. Use pictures of people, or animals if that makes sense. This is where people relate most. Every once in a while, pull back the curtains and share somethinga A little bit more personal, yourself or about your staff. Maybe you are forming A team to run in a 5k – share that, post pictures, tell people why your staff Chose that 5k. Make it human. Maybe you play banjo and are playing in a local festival. Share that. Don’t overshare, but let people know who you are. We all know that people do business with people, and we can use the word interactive All day long to talk about video games, self checkin at the airport and ATMs but Real interaction or engagement is you-to-me, me-to-you interaction. The back and forth Between people. This is where relationships grow and where your business will grow. This iswhere you can see the real results from your marketing too. Your marketing is best leveraged by putting it in the hands of people That already like you. They can share it with so many people. And those are warm leads. Our tools will help you build it, send it and track it.
- When you’re up against the Now, Later or Never game, your subject line on an email – or the headline of your social media post, can make a big difference in the response. Here is a simple method for writing more powerful subject and headlines. It’s called the 2-2-2 principle. [click three times to show all three 2’s] Let’s walk through it quickly. The first two is for the 2 seconds you typically have to compel them to pay attention. The second two if for the first two words of your subject line or headline. That’s really all they read before making a decision. And not a decision about whether to read your message, but as to whether or not they will bother to read the rest of the subject line. The third two is for “why does this email or message matter today” Today – that’s the third two. If you can answer that question in your subject line or headline, as close to the first two words as possible, more people will stop and at least open your message. So – how do you do it? How do you write one of these? Is anyone here on my email list? Do any of you get my class invitations? (some will raise their hands) …have you ever noticed that my subject lines sometimes begin with something like “12 seats left for tomorrow” Or “ten seats open tomorrow”? (insert your own tactic here if you don’t use this one) … first, let me tell you that it’s always true. And you should always be honest in your messages as well. But the reason I start with that is because it expresses very quickly why the message matters today. Seats are running out for an upcoming session. Some of the emails I send you start with “some seats left”… ever notice those? That’s when I have a lot of seats left and I don’t want to lie to you, But I want it to be more compelling than saying “57 seats still open for tomorrow”… that’s not compelling. It’s important to point out that you don’t need to go to the “urgency well” all the time, meaning you don’t always have to put a time stamp on it or Say things like “today only” or “by close of business” or like that. It’s more about making it very clear to people that your message is relevant and timely in order to win that now, later or never battle.
- Pictures are becoming more and more relevant in social and email marketing – so many of us are walking around with a camera in our pockets – this doesn’t have to mean high end production anymore. If you have highly visual content or great photos of products or your events or whatever you are marketing, you will want to check out some of the channels that are geared more toward photos and video. Some of those include Instagram, pinterest, you tube – many consumers are beginning to shop and play on these channels so it may be worth a look to test whether or not what you are marketing would work well on these channels. Notice that we include email here – email is becoming more and more of a “visual medium” as well (including video!)… Instagram is a great storytelling medium – people share pictures of themselves or a product in a context – not just a train, but their son having fun watching trains at the National Heritage Museum. One key here is - KNOW YOUR AUDIENCE – if you own a business that can show off product visually, you can do more with a headline and a photo than the most carefully crafted copy. And if you’re a consultant or service provider? Share your know how. Write a blog post about what you know how to do, pick an image that reinforces it, and pin it, post it, tweet it. Constant Contact did a test with Facebook promotions of webinars and found that when they used an image rather than just s text, they saw a 127% lift in engagement with those posts. It’s worth a try. AND BE SURE TO LINK BACK TO YOUR WEB PAGE OR FACEBOOK PAGE…WHEREVER YOU WANT THEM TO KEEP ENGAGING WITH YOU!!
- Here are some interesting stats that help illustrate the value of a picture -- According to Facebook, a post that includes a video sees 100% more engagement than a post alone. A post with a picture sees 120% more engagement AND – if you include a whole photo album, you can expect 180% more engagement. SIDE NOTE IF NEEDED We’re all aware that Facebook likes to make changes to how it works…and that applies to the algorithm that they use which determines what posts get delivered to friends and fans. So…be aware of when Facebook mentions changes to their algorithm…and be aware of whether or not you can make adjustments to your approach to optimize the visibility and engagement of your posts.)
- Now that you have a general idea of what you’re going to try, I want to give you some insight into what works, how to get more people to stop and consider your offer and how to get more physical, measurable response. This is my favorite part of this class. Look at these three words. These three words rule your world as a marketer and as a consumer or business person. Every email or social media post that you get and every one that you send or post falls into one of these three categories. Now. Later. Or Never. Think about this morning when you checked your email. Whether you were aware of it or not, you were sorting your messages into these three categories automatically. Now, later, never. And I apologize now for bringing this to your attention and making it a conscious experience for you now. For the next two or three days, when you go through your email, you will find yourself saying it out loud, “now, later, later, never, never, never” and you’ll want to curse me for making something that was seamless now very obvious to you. It will go away. But it’s important that you know that – you need to know this both as a recipient and as a sender or poster. How do you make sure that you are a now? You don’t want to be never – obviously. And a later, let’s face it, is a well-intentioned never. Right? You flag it or tell yourself, “oh, I’ll come back to that” but 9 times out of 10…do you? (they will usually laugh and say no) There are three fundamental things that factor into whether someone notices and reacts to your campaigns:P [click[ who sent it [click] the subject line, or the headline [click] and your timing – meaning when you sent it or posted it [click to next slide]
- So how do you win the battle of priorities and get more people to stop and open your email or to stop and read your facebook post or your tweet or to share your pin on pinterest? Turns out, who the message or offer is from is extremely important. Think about how you sort your email – or if you’re on facebook, think about the newsfeed. Typically when you open up your email – think about it this morning – you start at the top of the list and you go down, sorting by who it’s from. WHO the email or the social media post came from turns out to be the most important part of winning the battle of priorities. You do it based on WHO, so it’s important for you to [click to build] be recognizable… – and whether you’re recognized across the channels you’re using. If you send your emails using your name, but your Facebook page shows up in people’s newsfeeds as your business name, people might not make the connection. We do know that with email, and very often with other social media sites, more people will react to a person’s name than to a business name. Just be sure that you’re consistent with the name you use – and ensure that it’s the one that you’ll be recognized by, so that ultimately your readers and followers will stop and open your email, read your posts – because they know they’re going to get something of value and relevance from you. This is another place where your advantage as a small company kicks in – you can be the face or the name of the company. Now, there are some important considerations that shouldn’t be overlooked, and they relate to something called the [click to build] “CAN-SPAM” act…which is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law. One provision of CAN-SPAM is that the “from,” “to,” and “reply to,” names “must be accurate and identify the person or business who initiated the message.” Therefore if I signed up for an email from Joe Pizza the from address should be “Joe Pizza” and not “Joe Smith.” That said, using a combination of your name and your company name will solve this issue in many cases. Use your name in the from name on your emails, and include a comma with your company name there as well. [If time permits, you can add these points] One other note, for nonprofits in the room, you are – and sorry to say this – often starting at later. And not because people Do not care about your message. That’s not it at all. It is more about the timing of your messages (which we will cover in a little bit) But if you think about it, if people are at work and their focus is supposed to be on their work, and then they get an email About your cause or program, even if they really care about it, they cannot always pull away from their primary responsibilities at the office.
- The last piece in winning the battle of priorities is timing - When to send is another very common question. Both for how often to send and also when in terms of the time of day and the day of the week. For social media, we recommend a baseline frequency of at least 3-5 times a weekly. It’s what they used to tell us for exercise. There are tools and guidelines for what times have the highest traffic and most response but it really depends on your industry, your audience and what you are trying to get them to do. For email marketing frequency, monthly is the most common but it’s also a good idea to add unexpected messages every once in a while [click to build through the steps for testing]
- When you combine email with social media, the combination will both increase the reach of your email campaigns that enjoy 97% deliverability (it’s actually a even higher with Constant Contact but on average that is a standard rate). And if you’re doing it right, keeping it short, making the action or response obvious and simple and providing access, information and real value then you will grow your business.
- And remember to reuse and repurpose everything – one article can be used many times, on various channels. You might write 5 tips for cleaning out your closet and each tip can be tweeted, once a day for a week… post Before and after pics on pinterest, repost the most popular tip the following week – bring them back. There is a lot of mileage in every piece of content you put out.
- On to step 3 – we’ve set our goals and objectives, we’re ready to run campaigns on the channels that matter and now is the most important piece – get measurable results.
- Just to be very clear – physical, measurable results look like this. They are human. Machines cannot do what you are asking people to do when you’re marketing. [click to next slide]
- Sharing tools expand your reach… this is an example of Constant Contact’s simple share tool Makes it easy to push your email campaigns, events, surveys and offers out on multiple channels with a few clicks. [click to next slide]
- Sharing tools expand your reach… this is an example of Constant Contact’s simple share tool Makes it easy to push your email campaigns, events, surveys and offers out on multiple channels with a few clicks. [click to next slide]
- Don’t forget to make it easy for people to join your list…there are three simple tools to help with that. First, in person you can invite people to join your list with a sign up card, a notice on receipts, you can just Ask at the register -- [click to next slide]
- Use “Join My Mailing List” tools– links and buttons for this can be added to your website or your Facebook page (even as a tab on your page). And included in the signature or your regular emails, on any website, in pdf documents – almost anywhere And consider naming the publication or marketing the list with a brand like “the CEO Forum” or “the going green club” [click to next slide]
- You’ll also find that there are a lot of apps out there that can help you build your lists. Two of them [click to build] are from Constant Contact, which allow you to collect email addresses and other information through a QR code “scan” or a text. (Need to work on the wording here…) We also have an extensive collection of apps that have been created specifically to extend the capabilities of our products…here are just a few that help with the collection of email addresses [click to build]b. [click to next slide]
- You’ll also find that there are a lot of apps out there that can help you build your lists. Two of them [click to build] are from Constant Contact, which allow you to collect email addresses and other information through a QR code “scan” or a text. (Need to work on the wording here…) We also have an extensive collection of apps that have been created specifically to extend the capabilities of our products…here are just a few that help with the collection of email addresses [click to build]b. [click to next slide]
- I’ve left some time for questions, please take this time if you haven’t already, to fill out the form I gave you so that I can send you the slide deck from this session. I want your feedback too, so I can continue to improve the value of these sessions. [click] and finally, if you’d like to drop me a line or follow me on Facebook or Twitter, here are my details…I’d love to hear from you and hear how your campaigns are doing!