This document provides a marketing strategy for small businesses and nonprofits using email and social media. It recommends setting goals and objectives, running campaigns on key channels, and measuring results. Campaign types include discussions, offers, and event invites. Email is identified as important for measurable responses like clicks and donations. Social media should amplify email efforts. Consistent branding, relevant content, and testing different send times are advised to engage audiences across channels.

1. © 2013
Grow Your Business
with Email & Social Media
simple marketing strategy
for small business & nonprofits

2. © 2013
Connect, Inform & Grow
Will Gladhart
CEO, Will Gladhart Consulting, LLC & CC Business Solutions Provider
will@willgladhart.com
www.willgladhart.com
www.linkedin.com/in/WillGladhart
facebook.com/WillGladhartConsulting
@WillGladhart
www.constantcontact.com/kansascity
www.constantcontactseminars.com
Upcoming Seminars

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FREE Resources
www.SocialQuickStarter.com

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Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
Up 80%
Source: Litmus, “Email Client
Market Share,” April 2013

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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)

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ENGAGEMENT
the new word-of-mouth is
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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you can be your authentic self
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you have an advantage
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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ENOUGH
is it
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?

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at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
Define Your Audience aka
Core Marketing Message
Message is SPEFIC to
Audience

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set marketing GOALS and OBJECTIVES1
2
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an agenda and framework for marketing that works
1
get measurable RESULTS3 get measurable RESULTS
run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter

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GOALS
marketing
•reach new customers
•drive repeat business
•nurture leads
•engage members and advocates
•increase donations
•brand awareness
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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OBJECTIVES
get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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ONE AT A TIME
try to think about just
what action would people take?
can you measure it?
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
deliver
content to
tradeshow
leads

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EXERCISE
capture your ideas
»write down at least one objective
•Will achieving this objective help my biz grow?
•Is the objective obtainable?
•How will I measure my progress towards it?
»consider this for each objective you wrote
down…
•what does success look like?
•be as specific as you can
INTRODUCTION
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OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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EXERCISE
Core Marketing Message
»Complete a Profile of Your Ideal Client
•What are their problems, pains & predicaments?
•What would get their attention…
•What words prove you knew what clients are
going through?
»Ultimate Outcome you are able to produce
for the ideal client…tangible results!
INTRODUCTION
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OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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EXERCISE
Core Marketing Message
»Detailed List of 10 Unique Benefits you offer
»Overview of your Main Services
What you do
What happens
Who We Serve
How We Work
Taste of the business process
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OBJECTIVES
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set marketing GOALS and OBJECTIVES
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an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter

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CAMPAIGN?
what is a
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH
{content}
PULL
{response}

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CAMPAIGNS
types of
discussion
information
sharing
event invites +
updates
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +
promotions
fundraising
build your
network

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WHAT DO I WRITE ABOUT
• what you know that they don’t
• what you have access to that
they don’t
• “original” isn’t required… just
be interesting and relevant
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
Up 80%
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GOALS +
OBJECTIVES
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WHAT DO I WRITE ABOUT
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WHAT DO I WRITE ABOUT
• repurpose + reuse
INTRODUCTION
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OBJECTIVES
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EXAMPLES OF OFFERS
discounts downloads
support
a cause
event
invites
hints + tipsB2B services
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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GOT PICS?Social channels thrive on visuals
INTRODUCTION
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OBJECTIVES
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post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
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Source: Facebook, “Best Practices for your
Page and media strategy” (March 2013)
Up
80%
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GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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WHICH CHANNELS MATTER?
• depends on your audience
and what you want them to do
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OBJECTIVES
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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALyou have to use both
amplify
your email
drive traffic back to
your list, email,
website, etc.

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EXERCISE
capture your ideas
» select 1 or 2 campaign types you might
want to try (you can choose more later)
» what might you write about and/or offer?
• what action would people take?
» which channels make sense for each?
• you can always change later, but decide
now which ones you want to try
INTRODUCTION
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OBJECTIVES
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NOW. LATER. OR NEVER.
three little words that rule your world as:
a marketer, business owner or consumer
• who is it “from?”
• what’s the “subject?”
• when do you send your communication?
INTRODUCTION
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OBJECTIVES
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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”
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GOALS +
OBJECTIVES
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LOOK LIKE YOU
brand consistency
colorcop.net
search “Pixeur”
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OBJECTIVES
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DigitalColor Meter
installed on Macs

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LOOK GREAT
brand consistency
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SUBJECT OR HEADLINE
winning the battle of priorities
SECONDS WORDS TODAY
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SUBJECT OR HEADLINE
winning the battle of priorities
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Try a naughty or nice burrito, $5 off [burrito restaurant chain]
Low Cost, High Value is Good News [B2B marketing services provider]
Daily Alert “Bunnies are Evil” [online t-shirt printer]
Penny for Pet Thoughts, $5 Coupon [survey request, pet goods retailer]
An Exclusive Look at Life on the Red Carpet [nonprofit event update]
INTRODUCTION
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AVOID SPAM SPEAK
Don’t get sent to the trash
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Avoid these Words: Free, Guarantee, Spam, Credit Card, etc
ALL CAPITAL LETTERS
Excessive Punctuation: !!!, ???, ###, **
Excessive Use of “Click Here? OR $$$$ or non-common symbols
No From Address OR Misleading Subject Lines
INTRODUCTION
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OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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EXERCISE
capture your ideas
» use the 2-2-2 principle
• write a good subject line or headline for
each of your campaigns
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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WHEN TO SEND & POST
WHEN TO SEND & POST
• for social media
• 3-5 times a week is plenty
• use automated tools to help
• for email
• monthly is most common
• when are they likely to take the action
you want?
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INTRODUCTION
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1. divide your list into 3
groups of people
2. select three days in the
week to test
3. send your e-mail, watch
for best response
FIND YOUR BEST DAY
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FIND YOUR BEST TIME
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INTRODUCTION
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
4. use same 3 groups
of people
5. select three times on
the day with the best
results
6. send email at 3
different times of day

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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POST
best day best time

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• 67% don’t see images by
default
• text links get more clicks
than buttons
• place your logo left or
center in email
• include company name in
text
• call to action must be
above scroll line
• do not give too many
choices, 3 topics max
• make all images clickable
(and with text labels)
test it on yourself!
(and on your mobile device)
PRACTICAL ADVICE
INTRODUCTION
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EXERCISE
capture your ideas
» when will you send?
• write down three days and times you want
to test for your emails

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3
set marketing GOALS and OBJECTIVES
48
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter

46. © 2013
49
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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RESULTS ARE MEASUREMENTS OF ACTIONS
click or
download
come to
the store
or office
schedule
a session
donate call
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS YOU NEED
Email marketing is hard to beat
• lots of physical,
measurable
response
• easy to brand with
colors + logos
• helps to measure
and monetize social
media
INTRODUCTION
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OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO EXPAND YOUR REACH
• Simple Share tool
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OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO EXPAND YOUR REACH
• social media buttons
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TOOLS TO BUILD YOUR LIST – OFFLINE
•at register
•with the check at end of
the meal
•on registration forms
INTRODUCTION
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OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO BUILD YOUR LIST – ONLINE
• Join My Mailing List (app for website, Facebook, etc)
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TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™
from Constant Contact
Text to Join™
from Constant Contact
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THIS IS EASY. REALLY.
no cost tools save you time, energy & sanity
monitor
+
schedule
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BE YOURSELF.
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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Reward loyal customers
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Transform your
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Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey

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Q & A
PLEASE TAKE A MOMENT TO FILL OUT
YOUR SPEAKER ASSESSMENT FORM
will@willgladhart.com
facebook.com/willgladhartconsulting
twitter: @willgladhart