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Presentation at the Austin Chamber of Commerce - June 2011
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How to Use Email Marketingand Social Media
to Increase Salesby Building Relationships
Increasing Use of Email Marketing
Nearly 2/3 of all businesses expect to increase their use of email marketing,
and small businesses are the most likely of all
Source: Social Media Examiner’s Social Media Study April 18, 2011http://bitly.com/eURtxf
Why Email Marketing?
Inexpensive way to establish & build a relationship with clients and prospects.
Positions you as an expert, as a “go to” person in your field.
Positions you as likeable and trustworthy. People want to do business with people they know, like and trust.
Keeps your customers “in the know”.
Email Marketing Best Practices
• Relevant content
• Segment your list
• Subject line - From line
• Be consistent
• Analyze your data and adjust
• Make links clickable
Do’s Dont’s
• Don’t email without permission
• Don’t include the kitchen sink
• Don’t skip the email service provider!
EmailBefore
EmailAfter
Email Example
Social Media is Still Fairly New
Source: Altimeter Group, Jeremiah Owyanghttp://www.web-strategist.com/blog/research/
• 673 million users
• 30 billion pieces of content shared each month
• 96% of millennials have joined a social network
• Fastest growing segment: 55-65 yr-old females
5 Common Facebook Mistakes
1. Broadcasting
2. Not investing adequate time
3. Being boring or predictable
4. Failing to learn mechanics or tools
5. Violating Facebook’s terms
Facebook Ex: Sweet Leaf Tea
Facebook Ex: Sweet Leaf Tea
Sweet Leaf Tea asked their Facebook fans to try to get them more shelf space with retailers
Facebook Ex: 365 Things to do in Austin
• 200+ million users (< 1 m users in 2008)
• 460,000 new accounts in March 2011 alone
• 1 billion tweets per weeks on average
Why care about Twitter?• News breaks on Twitter first• It’s where the nerds, wonks and influencers talk
What can Twitter do for you?
• Quickly share information
• Gather intelligence and feedback
• Build relationships
Twitter Ex: Edible Austin
Twitter Ex: LiveStrong
YouTube
• Customer testimonials• How to’s• Product demonstrations• Meet the team•“Edutainment”
YouTube Ex: Will it Blend?
YouTube Ex: Tx Parks & Wildlife
Email Marketing + Social Media
• Word of mouth on steroids
• Real-time engagement
• All about relationships
