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This presentation goes over the ins and outs of making email marketing and social media work together.
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Making Social Media & Email Work Together
Jenna Jantsch, Social Media Marketing Manager
Agenda
• What is Email Marketing
• What is Social Media
• How to Grow Your Business with Both
• Metrics to track for your Success
• Best Practices
• Successful Examples
What is Email Marketing• Communication
technologies
• One-to-many interaction
• Added bonuses of HTML, list segmentation, delivery and in-depth reporting
For every $1 you spend on email marketing in 2010 you will receive $48.
What is Social Media• Internet and web-based
technologies
• Takes one-to-many interactions and transforms them into many-to-many
• Changes people from content consumers into content producers
You no longer own your brand, your customers do!
Starting Out: Making the most of 5 Popular Social Media Platforms
• YouTube
• Blogs
Start with these and you’ll be well on your way…
• Get "Followers”• Sign up for a Twitter
account with a clever name for your biz
• Post Twitter handle to your site, email marketing campaigns, business cards and personal emails
Post your Twitter handle everywhere you post your web address.
Twitter• Twitter + Email Marketing = Success
• Tweet Your subject Line
• Twitter Search – Use keywords that define you
• VR Social Sharing
• Tweet sign up to receive “email only” offers – then link to an opt-in form
Get your email marketing campaign in front of your Twitter followers easily.
Facebook• Get "Fans”
• Set up a Facebook Fan Page for your business
• Invite your Outlook list, as well as “suggest to friends” to become your fans.
• Link to blog posts, events, company news, industry news, videos
• Post a ‘Like’ button everywhere you have your Twitter handle
On average people need to see a message 5-7 times before they take action.
Facebook• Facebook + Email Marketing = Success
• Post a newsletter opt-in form on your Facebook Fan Page
• Sign up to receive “email only” offers
• Post Your subject Line with a link to the hosted version of your email
• Include an opt-in form or link with your email
• So people can join your list from the hosted version
• Include your Facebook Fan Page link in your email marketing campaigns
Collect email addresses with an opt-in form on your Fan page.
LinkedIn• Get "Connections”
• Create a LinkedIn Profile• Fill out lots of info!
• “Add Connections”
• People you may know
• Join groups
• Have your blog linked directly to your LinkedIn profile
• Automatically pulls in your latest blog posts
• Give Advice – As an expert in your industry you’ll get exposure for questions you answer
Answer questions on LinkedIn to be an “expert”.
LinkedIn• LinkedIn+ Email Marketing =
Success• Include your LinkedIn icon in
your emails
• Include your popular answers to questions in your email
Then include your “expert” answers in your emails!
YouTube• Get “Views”
• Take your video – You as an industry expert, talking about an upcoming sale, interviewing customers, etc.
• Keep it short – no more than 3-4 mins• Include a call-to-action in your words• Add tags so you can be found on
YouTube when someone searches• Connect with friends• Upload it to YouTube – FREE• Link to your video or embed it in your blog or
website
With more and more people watching video you can use it to boost business.
YouTube• YouTube + Email Marketing =
Success• Include your YouTube video
links in all of your emails• Use a JPEG image for your
emails so people know it’s a video – higher clicks
Video is interactive and can get you more clicks in your email marketing campaigns.
Blogs• Start a blog – WordPress,
TypePad, Blogger
• Seach engines like frequently updated blogs
• Great for having blog posts as the content for Twitter, FB, and LI.
• Voice of your business
• Get Shared – more exposure for you
• People retweet your posts
• Add “follow me” links for LinkedIn, Facebook and Twitter
Blogs are a great way to increase your ranking on Search Engines.
Blogs• Blogs + Email
Marketing = Success• Build Your List
• Add an opt-in form to your blog
• Make your blog content your newsletter
• If people don’t knowyou’ve updated your blog, send them to it with email.
Use email to help build a strong following for your blog.
Metrics• Twitter - # of followers, # of people you follow,
Retweets• Facebook - # of likes, # of interactions
• # of “likes” on comments, # of comments or updates
• LinkedIn - # of connections• YouTube - # of views, # of comments• Blogs - # of comments, traffic to your blog, # new
email marketing sign ups, clicks on post links• Email Marketing - # opens, clicks, unusubscribes,
new email registrants• Bottom line: Sales!
Email Marketing + Social Media = Success!
How to Grow Your Business with Both
Email drives traffic to social media and vice versa.
Social Media Best Practices• Encourage Customers to Engage
• Show Off Your Brand
• Don’t Be Scared of Bad Reviews
• Stay with It
• Highlight Things Other Than Your BusinessNo one cares about your business like you.
Think About the Connections
• Let People Know Where You AreTwitter/Facebook/LinkedIn/YouTube/Yelp
Don’t be afraid, and stick with it!
Best Practices for Email
• Opt-in Your List
• Know Your Audience
• Communicate on a Regular Basis
• Create a Strong Subject Line
• Establish Your From Label
• Be Personable
Email marketing is stronger than ever combined with social media!
Social Media + Email Examples
Resources
• Twitter.com, TweetDeck, BackTweets
• Facebook.com
• LinkedIn.com
• YouTube.com, Animoto, FlipCam
• Blogs – TypePad, WordPress, Blogger
• URL Shorteners - Bit.ly, ow.ly
• The New Deal contest• www.verticalresponse.com/newdeal
Q & ATo connect with us more:
Twitter: @VR4SmallBiz @jenjantsch
Facebook: http://bit.ly/6N3reu
LinkedIn: http://bit.ly/5n8ZhJ
YouTube: VRTube
Yelp: http://bit.ly/aDIuac
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