Build Your Marketing Toolkit with Email and Social Media
•Download as PPTX, PDF•
0 likes•302 views
Many small businesses and organizations find themselves seeking the right strategies to make their marketing efforts as effective as possible. But, with so many different marketing activities that they could focus on, they often miss some of the important marketing concepts that will help them understand why those activities are so important. This presentation is designed to uncover some of those core concepts and show that a little bit of marketing knowledge can go a long way.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Build Your Marketing Toolkit with Email and Social Media
Similar to Build Your Marketing Toolkit with Email and Social Media (20)
More from Vanessa CEO
More from Vanessa CEO (20)
Recently uploaded
Recently uploaded (20)
Build Your Marketing Toolkit with Email and Social Media
- 1. Halfmoon YogaHalfmoon Yoga B•B•Q Build Your Marketing Toolkit Grow Your Business with Email & Social © 2014
- 2. Chief Creative Officer 2 YOUR SOCIAL MEDIA MENTOR Vanessa Cabrera yoursocialmediamentor@gmail.com facebook.com/yoursocialmediamentor @vanessacabrera linkedin.com/in/vanessacabrera
- 3. 3 Grow with Constant Contact One Toolkit. One Login. All the marketing campaigns you need Together in one place . Offers & Promotions Events & Registrations Feedback & Surveys Newsletters & Announcements
- 4. Marketing for Today How Engagement Works Campaigns That Drive Action Things You Need To Know 4 Agenda
- 6. Facebook LinkedIn InstagramTwitter Pinterest Youtube WHERE ARE YOU TODAY?
- 7. 7 marketing Marketing At its core, marketing is about eliciting a physical and measureable response
- 8. Measurable Response click or download come to the store or office schedule a session donate call
- 9. 9 Marketing Flipping the Funnel Find Marketing then. Marketing now. Convert Keep
- 10. 10 FORWARD & SHARE Your new best friends. Make it easy to share.
- 11. How Engagement Marketing Works
- 12. 12 Marketing Engagement is the new word of mouth
- 13. 17 Marketing ENTICE to stay in touch ENGAGE People Engagement drives SOCIAL VISIBILITY Provide a “Wow!” EXPERIENCE
- 14. You have an advantage You can be your authentic self
- 15. Campaigns That Drive Results
- 16. Pull response 20 Types of events What are campaigns? Push content
- 17. Types of Campaigns Newsletters & Announcements Special Offers and Deals Online Surveys and Polls Event Invites & Updates
- 18. Newsletters & Announcements Send by Email & Share on Social Let Others Share Via Social Too Place Logo at the Top + Name in Text Key Action Items Above the Scroll Add Your Own Social Links Too Tease Articles with Read More Links
- 19. Special Offers & Deals Push with Email and Social Encourage Sharing Collect Money On The Spot Track Everything Add your links!
- 20. Surveys & Polls Push with Email and Social Also on website Don’t ask too many questions Brand it with Your Logo Really “Listen” to Feedback
- 21. Event Invites & Updates Push with Email and Social Make RSVP Easy To Find & Click Keep Details Simple, Clear Manage It All Online Sign-ups, Payments & Check-In Create An Event Homepage
- 22. 26 Goals & objectives General goals new customers, donorsReach repeat business, supportDrive leads and relationshipsNurture members, advocates, volunteers Engage donations, revenueIncrease
- 23. 28 Goals & objectives Get more specific with objectives seats on a SundayFill
- 24. 30 Goals & objectives Get more specific with objectives content to tradeshow leadsDeliver
- 25. 32 Goals & objectives Get more specific with objectives donations this monthDrive
- 26. 33 Goals & objectives Is it a good objective? Three questions to ask Will achieving this objective help my business grow? 1 2 Is this objective attainable? 3 How will I measure it, or my progress towards it?
- 27. Things You Need To know
- 28. 36 You can do this!
- 29. 37 Start where you are And where your customers and relationships are. SAVE!
- 30. First Steps 38 • Get your contact list together, even if it’s just five people. • Send email campaign monthly for engagement • New to social, fill in all fields, be consistent • Add starter content with FAQs & Pictures • Follow, Fan and Link to your best customers 1st
- 31. Grow your list 39 Add “Join My List” to your website Add a link to email signature Ask. Just Ask. Start somewhere. Even if it’s just friends and family. Set up Text To Join Get them on Facebook Create a Paper Form
- 32. • Set up “Welcome” & “Update” Emails • You can pre-schedule Email Campaigns • Create a Series using an Autoresponder • Use A Scheduling Tool for social engagement Automate What You Can 40 Make sure you listen and respond! 3 to 5 Times A Week, 20 mins at a time
- 35. 43 You are not marketing. If you’re not measuring,
- 37. 45 Marketing Small business marketing is Getting measureable results Delivering on your promise Nurturing relationships
- 38. 46 An average subscriber receives ____ emails/month? An average person spends ___% of their day, looking at their inbox? An average person deems ___% of the email they receive, as “important’ or “must read immediately”. Email Interesting Email Marketing Facts 416 28 14
- 39. 47
- 40. Chief Creative Officer 48 YOUR SOCIAL MEDIA MENTOR Vanessa Cabrera yoursocialmediamentor@gmail.com facebook.com/yoursocialmediamentor @vanessacabrera linkedin.com/in/vanessacabrera
Editor's Notes
- Welcome!! And thank you for joining us for today’s session…we’re going to show you a framework for small business marketing that will help you recognize the various things you should be thinking about as you develop your own marketing plans. We all know that marketing has changed quite a bit over the last ten years. With the emergence of Social Media and Email Marketing, and all of those other great and inexpensive tools out there. With so many options and so many potential clients and customers now reachable online – it makes sense to have some basic understanding of the kinds of tools you might need to do it well. That’s what this session is about today. We’re going to talk about Building your Marketing Toolkit and How To Grow Your Business
- 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.
- Let me take just a minute to explain what Constant Contact is for those in the room that may not be familiar. Constant Contact is a do-it-yourself online marketing system. You can use it to create and manage campaigns. The company is best known for their email marketing tools. It’s easy to create and send mass email, like newsletters or announcements and updates. You can run special promotions or offers, like a local deal using Constant Contact. You can build online surveys and create feedback forms for your website or for anything, really. And you can promote and manage your events using Constant Contact with registration tools, accepting payments, sending out invitations – all of it in one place. And it is all built on top of a really good contact database, so that you can load all of your contacts, your customers, stakeholders, volunteers, staff, your board – whatever lists you are keeping in various spreadsheets or in your Outlook or Yahoo folders can be loaded and organized easily in Constant Contact so that your people and your marketing campaigns are all together in one spot. Oh, and it’s costs most people between 20 - $75 a month to manage all of it. Raise your hand if you use Constant Contact for me. Those of you that want to know more about it, I encourage you to talk to the people with their hands raised. I do expect that you’ll hear we have really great support – all free, with coaching and everything. And with that, I’ll get on with the rest of our session. Thanks for indulging me.
- Here’s what we’re going to do today… [click to build] we already talked about how marketing has changed…but we’re going to talk a bit more about how some core elements have shifted, and your thinking (and your marketing efforts) should be shifting as well. [click to build] next we’ll talk about where your marketing starts – with goals and objectives. Without those, you’re just throwing darts in the dark… [click to build] then we’re going to lay out a framework for you that will help you see the breadth of marketing activities that you should be thinking of. We’re not going to tell you that you need to be doing every one of these right now, but after we show this to you you’ll have a better sense of all of the elements of marketing that are important to a small business or organization. [click to build] finally, we’ll give you something to keep in mind as you get going with your own efforts, or as you revisit the plans and strategies you already have in place.
- So first we are going to talk about marketing for today, with today’s tools and with today’s consumers and today’s business climate. (Speaker, this is when you start to engage your audience to participate in the conversation) How many in this room are small businesses– either you own one, or you work for one and are here representing that business today. (hands raise) …and how many of you in the room are nonprofit organizations – on purpose. I see some of you small businesses Wanting to raise your hand here. (laughter should happen) …It’s been a hard few years for many, I totally understand. (Speaker, you do not need to deliver this line word for word. It’s just a suggestion as our audiences generally laugh at a line like this)
- So, we all know that the world as we know it is changing. I want to get a sense of where you are with online marketing right now so let me just ask how many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweeting right now? (remind them of your twitter handle) OK, hands down. Now [click to build] Who uses Pinterest? Instagram? YouTube? (do these one by one, if you have time you can ask people How they use instagram or pinterest ) [click to build] And how many have checked your email today? (all hands up) …. Anyone checking their email while I was speaking? (laughter) It’s fine, I completely understand. No worries. But it’s important to point out that many of you are on some of these channels. Some of you are on others. ALL of you are using email. Email remains the best way to reach people directly. We’re going to talk a lot about How to reach thru other channels like facebook and linked in and twitter today. But always remember that a At the core of all of it is the relationship you build with your clients, your customers, your followers and having their email address will help you manage and nurture that relationship in a big, big way. (additional notes - Email is hard to beat for real marketing value. And it’s very much a part of social media. Email is how you can monetize your social media activities. And it still has the highest delivery and response, much higher than social media. In addition to the actual email, there are a number of tools you can use to expand the reach of your emails and help you build your lists for the future.) [click to next slide]
- I want to give you a simple definition, or a framework, for what marketing really is. You already know, generally, what it is – but when I say the word marketing, I mean something very specific and it’s important that we are on the same page. My definition of marketing has three simple parts – you define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message. Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DO SOMETHING. [click to next slide]
- [click to next slide]
- So, as I said before, marketing has changed…. Some of the change is obvious, but I want to talk briefly about one of the subtle changes that affects you and your ability to grow your business using all of the new online tools: that’s a basic shift in the way you may find and keep customers with today’s business climate. [click to build] Look at this model – it a typical sales funnel, using traditional marketing methods, things like print ads, radio, television, direct mail. This model is all about your reach – reaching out to FIND new customers. it’s bigger at the top, which is where you spend a lot your time, your money and your energy in this model. And…it makes sense. Your reach out to as many people as you can, convert a certain percentage into paying customers and keep even fewer of those people – mainly because so much of your time, money and energy went into the reach. It’s a standard, sales, numbers game and it makes sense. We are all familiar with this model – the problem with this traditional funnel is that it’s expensive – those ads cost a lot of money and it’s hard for a small company or organization to compete in this landscape. [click to next build] So let’s look at what new marketing tools have done to the funnel – when you begin to use new marketing tools, Like email marketing and Facebook, linked in, twitter, events, surveys, etc… you reach to people you already know. On the left, the funnel, it’s all about reaching out to strangers. New marketing is about reaching out to people that already know you… you reach out, on a regular basis, with information and offers that are relevant to your contacts and it turns out that if you do it right – and after today’s session, you should have a pretty good idea about how to do this – you will actually begin to convert more people than you are reaching to, because of the forward button and social sharing links. You grow your base, your business through repeat business and referrals – at the end of this marketing day, turns out you keep a lot more of your existing customers so you don’t need as many strangers, and it costs less and takes less time and energy. This is called flipping the funnel. And it’s a fundamental change in the way most small business owners think about their marketing – but it works. We see it working every day.
- So, let’s just say that Forward and Share buttons are your new best friends. It’s a single click and your biggest fans can pick up the megaphone and tell others about you, your products or your services. I know you know what a forward button does. And you’ve seen share on Facebook. On twitter, a share is called a retweet. And in email, there is [click to build] the social share bar – any reputable email marketing service will provide this tool. This is what it looks like in constant contact, at the top of an email. [CLICK TO MAKE IT BIGGER] This is what it looks like. When someone gets your email, they can share it easily with all of their friends and followers. And by the way, it helps if you ASK them to click those buttons somewhere in your email to them. More will click if you ask them to. More engagement, more reach, authentic and relevant reach to locals with like interests and economics. Good prospects for you. This is all about engagement.
- Let’s talk about engagement marketing and how it helps you grow your business. And gives you the ability to nurture relationships while reaching more people in an authentic way. Master this and you will see growth.
- Think about what we’ve just laid out for you: WOM has always been #1 way to get new customers. What has changed is that now these conversations are no longer happening just over the kitchen island or the back fence…they now happen [click to build] on Facebook, Twitter, LinkedIn, Google& and Pinterest. That’s been one of the great shifts in recent years – those conversations are now happening on-line…when they happen on-line that changes everything. Not only are two people having that conversation, now tens, hundreds, even thousands of other people can “eavesdrop” on the conversation. Think about yourself – you may not be an active part of every conversation you see on-line, but you’re certainly seeing them. This “eavesdropping” is important because the advent of social networks has made it incredibly easy for us as consumers and business people to see those reviews and recommendations, whether we’re soliciting them directly or just looking at the conversations that are already happening
- {THE NEXT FOUR SLIDES CAN BE REMOVED IF YOU HAVE LIMITED TIME, SIMPLE RIGHT CLICK AND SELECT HIDE} Another way to look at this gets us down to brass tacks, and starting with an understanding of your current revenue mix. What % of you would say more than 50% of your business is repeat sales? Keep your hands up – more than 75% …More than 90% [click to build] approximately 90% of your business comes from current and returning customers 90% is roughly typical of most established businesses.. That means 10% of your business is new business – let’s break that down a little
- Another show of hands – how many of you think 50% of your new business comes from referrals or word of mouth? Keep your hands up if more than 75% is referrals/word of mouth…more than 90%? What we hear from the businesses we talk to is that in a lot of cases as much as [click to build] 90% of their new business comes from Word of Mouth referrals. Which means that [click to build] approximately 10% of their new business comes from brand new prospects. Let’s put this back in the context of your overall efforts. [click to next slide]
- For those keeping track, that means that of the total pie we started with [click to build], 90% is focused on current customers, about [click to build] 9% is focused on those word of mouth referrals and only [click to build] 1% of business is coming from brand new prospects. I also suspect, that if we charted the time, effort and money you spend on those groups, that we’d find that the majority of your focus is on that small group of brand new prospects. Does that seem out of balance to anyone else? What we’re going to talk about today, a solution to that imbalance, will get you focused on the 99%. [click to next slide]
- Engagement Marketing is marketing to grow the other 99%. This is important, because at the end of the day, focusing on the 99% will allow you to accelerate your repeat business from your current customers and create raving fans, it will accelerate the word of mouth that those customers share and it will accelerate your ability to attract that 1% of your business that comes from brand new prospects. It will drive more revenue and new customers and it does that through two simple ideas… …[click to next slide]
- Let’s walk thru the engagement cycle and apply it to our real lives. So you have a business. Whether it’s a brick and mortar place or an office or even virtual, this is your busienss. [CLICK] People come and do business with you and they have a great “wow” experience with you. We all know they are going to tell two friends or 11 friends or whatever if it is a bad experience. But the same is true in reverse. [CLICK] While they are still in your store or place of business, or soon after you have interaction, you should entice them to stay in touch. Ask them to join your “croissant of the month” club or tell them your email subscribers get 10% off everytime – however you want to do it, get the digits. [CLICK] Engage. Send emails, post on facebook, tweet, make it human, make it real, be yourself. Also make sure you are giving them ways to tell friends easily – with the social share bar and by ASKING. [CLICK] Those people come back – did you know that a repeat customer spends on average 67% more than a new one? They bring friends, people learn about you on social media through continued engagement [CLICK] and NEW customers arrive – on their own or with those happy, engaged customers. Now you have another chance to deliver a “wow” experience and to keep the cycle going. This grows over time. It starts small – ish, but it begins to take hold and you realize that you know your customers. You are authentically engaging with them. That drives more people to your place. “Sometimes you want to go where everybody knows your name” right? You can do this. And it doesn’t have to take a lot of time or money. Let’s keep talking and I’ll go over how in a little bit.
- One of the best things I can tell you is that, as a small business or a nonprofit, you actually have an advantage over “big business” in this new era of marketing – it is specific to your use of email and social media marketing. You have an advantage because you can be the face of the company, the person people associate with that business or organization. You can be your authentic self. Best Buy cannot do that. Pepsi cannot do that. Today we’re going to talk about some of the ways you can leverage this advantage and also take some of the mystery out of online marketing strategies and how email and social media can help you grow your business. [click to next slide]
- We’ve just talked about some of the core ideas that underlie our understanding of what marketing is all about. Let’s now jump into talking about how you set your direction…let’s talk about what a campaign is and how easy it can be to run a campaign.
- 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 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.
- What is a campagn? A campaign is something you push out, thru email or social media – any channel, really and then you try to PULL a response. So let’s look closer at some types of campaigns. Updates & Annoucements or Newsletters – you might push these out to keep your members aware of what is going on, to make sure they know about special events coming up, to keep them in the loop. You might pull from them a response to a survey or an event or to volunteer for something. Special deals, offers and promotions. You might push these out to give a discount, to incentize customers to come back, to ask them to invite a friend for a special aware – you push and pull these on all channels Event announcements – invitations, updates, etc.. You push these out to get people to sign up and show up Surveys and feedback forms – you push these out through various channels (email and social) to get feedback. About anything. These are all different types of campagins that are easy to run and easy to measure.
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** Newsletters & Annoucements are most often sent via email. But can also be shared easily via social media using Simple Share! You can also encourage others to share your email via social media if you want to by turning on the Social Share bar Make sure your logo is at the top center or left and that the name of your company is ALSO near the top in text (because so many people have images turned off) Keep it short & simple– no one wants a long email from anyone else. Newsletters often serve as a catch all for orgs, but if you want Them to read it you need to keep it short. Use “Read More” links so you can just have teasers instead of whole articles Add your own social links too, so people can find, fan and follow you on other channels. Remember, emails sent thru a service are trackable too – we’ll talk more about measuring results shortly. But you can tell who opens your emails, what they click on, how many times and when, down to the second.
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** When you want to do a promotion that involves a special offer or a deal, you want to push it out thru the email channel as well as posting it or sharing it on social media You can incentivize people to share the deal with others, by making a special additional offer To those that share, or just by asking if you don’t want to incentivize. It’s a good idea to make an offer that people can buy on the spot – coupons that they print out and bring in to your store are good, but money in your pocket is even better. Plus, since they’ve already paid, they’re more likely to come on in. You want to track everything. Using a service like Constant Contact makes that possible. Some services will not give you access to the contact information of people who have purchased your deal. Those are your customers, you should know who they are. You can also manage redemption and all offer tracking using Constant Contact. Some other systems offer that ability, some don’t. And as always, include your own links to social media so that they can find, like and follow your company
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** Creating a survey or a feedback form can be simple and so important. If you want to encourage a lot of people to provide feedback you should push this kind of campaign using email and social media. You can also post a link to your survey on your website – and think about this, even if you don’t need to do a big survey, a SINGLE QUESTION SURVEY can serve as your feedback loop online. Post a link that says “feedback” and have it go to a survey that asks who they are (optional) and just says Please share your feedback with an open-ended question. You’ll be surprised by what people send in! Make sure to brand your survey with your logo for consistency and recognition Also, you don’t want to ask too many questions. Nobody wants to answer a lot of them and if they see there are too many, they will likely abandon the survey without finishing it If you’re going to bother to do a survey, you should really “listen” to the feeback your customers or members provide. It doesn’t mean that you should change everything you do based on feedback from one or two people, but if you see a trend or if someone makes a good or fair point, you should consider adjusting to it (and let them know you did!) You’ll have a fan for life if you listen and respond to feedback provided in your online surveys!
- ***OPTIONAL SLIDE TO COVER MORE IN DEPTH*** This is an example of an Event Invitation campaign, and you would push this using Email and social media. Use all of the tips I provided in the Newsletter/Update campaign, but add these additional notes as well. Keep the details – the when, where, what, who very simple, very clear. You should also create a homepage for your event. Constant Contact makes this very easy and it’s included in many cases, but having a place to add details and fine print makes promoting your event with email invites much easier. You can use these campaigns to tease people, entice them into coming to learn more if they aren’t immediately “sold” form the invite alone. Make the RSVP link or Registration link EXTREMELY easy to find and to click. Remember the rule of thumb – if they cannot easily click it with their thumb from a cell phone, and if it’s not above the scroll line, they probably will not click on impulse. You should manage everything online – it’s so much more efficient (easy) to manage sign-ups, Accept payments and even check-in at the door the day of the event if you have set it all up in an online system built for managing this. It doesn’t have to be expensive or too “techie”. Constant Contact makes it easy. CLICK – another example, to give another view. This is an event homepage and corresponding registration form. Takes very little to set something like this up.
- With all of your pushing and pulling to run campaigns, it’s important to have an idea of your goals. Here, we are looking at some general goals. General goals for your marketing are something that we all have [click to build], 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. 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] All businesses have goals…and across all of the businesses and organizations in this room there are likely some very similar, high-level goals. 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. 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] deliver content to your tradeshow leads [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]
- *** THIS SLIDE IS HIDDEN – IT IS FOR TALKING TO NONPROFITS YOU WOULD HIDE THE PREVIOUS SLIDES AND REVEAL THIS SET INSTEAD*** 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] or fill your seats on a Sunday evening [click to build] deliver content to your tradeshow leads [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]
- 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] or fill your seats on a Sunday evening [click to build] deliver content to your tradeshow leads [click to build] drive donations [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]
- Now what you need to do is consider three questions that will help you take the emotion out of setting your objectives.
- Presenter: unhide this slide if you want to walk the audience through this exercise
- As we mentioned at the start, marketing isn’t just advertisements or the emails you send…it’s more than just one concept. In fact, there is an entire continuum of ideas and activities to focus on. Which brings us to the 4 Pillars…
- You CAN do this. There are tools out there to make it easier, like Constant Contact, and we are going to go over some simple ways to help you use less time, money and energy running your marketing.
- Start where you are. This is not something that you have to do all at once. Start with email and maybe one social media site… Next, you might think about [click to build] adding another social network (like Twitter). Then, maybe you add [click to build] a blog and start offering deals and promotions. Next you could think about [click to build] how your communications and marketing work across multiple platforms (mobile, tablets, desktop, etc.). You could add [click to build] events to your marketing mix (they work for all sorts of businesses), and finally you could build [click to build] even more of a social presence. But start small, start where you are, and build in a way that makes sense for your business.
- stock images will be purchased once approved
- stock images will be purchased once approved
- stock images will be purchased once approved
- You don’t have to write something new every day. Take that pressure off of yourself. Keep it very simple. You can use content more than once on various channels – here is an example of this from the Boys & Girls Club in Austin. They have a press release. CLICK Posted the piece on their website CLICK added a notice in their newsletter CLICK posted several times on twitter with quotes CLICK shared a link on facebook …You can do this too.
- ***THIS SLIDE IS OPTIONAL*** Quick note while I have your attention. [CLICK TWICE TO SHOW BOTH STATS… allow the audience to take it in] Obviously a lot of people have cell phones. Most of you have them here with you. We cannot forget that it is important for your emails and social media posts – all of the campaigns you send thru any channel – need to look good and function properly on a mobile device. A cell phone or a tablet. [CLICK] This stat is always growing but at last check, it was at more than 50% of email currently is opened on a mobile device. Let’s try and remember that as we talk today. The big message here –[CLICK] Less Is More.
- stock images will be purchased once approved
- Small business marketing isn’t just about looking good. That’s important – you want your campaigns to look professional. The colors should match your colors. The logo should match everywhere. Consistency matters. But at the heart of it all, really it’s about… [CLICK]
- RELATIONSHIPS. delivering on the promise you make when someone engages with you measurable results: show a screenshot of a results report… This will be the segue point to the next section…because if you’re focused on measurable results, the place to start is with goals and objectives…
- So what do you write about in your newsletter? This is one of the biggest hurdles that most people have to jump. Luckily, the answer can be very simple. [click to build] 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 to build] 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 to build] and you don’t have to be prolific, writing original material every time. 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]
- CLICK ONCE for a more detailed view of what’s what…
- 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 can EASILY get cluttered. You have a pricing slide in two clicks if the question comes up. Keep the slide simple, say the word: To claim your free trial, remember to fill out the form at your table. To take advantage of the special offer to get a free custom design, sign up for a paid account online at {your url here} or add a STAR to the form and I’ll contact you within 24 hours to help you get started.