Grow Your Small Business with Email and Social Media

© Constant Contact 2016

Grow Your Business with Email & Social MediaSimple Marketing Strategy for Small Business and Nonprofits

© Constant Contact 2016

Lorraine BallOwner, Roundpeg

Email: [email protected]

Welcome

Questions after the event?facebook.com/roundpegindy @roundpeg or @lorraineball

Agenda

1.Small business marketing today2.Setting your goals 3.Choosing the right message

a.Pick your platformb.Build relationships through contentc.Write a call-to-action

4.Measuring success5.How to get started

© 2016 Constant Contact, Inc

Agenda





5

At its core, marketing is about getting results.

6

Clicks / downloads

Visits to the store / office

Reservations /

appointments Calls

What kind of results?

Revenue / donations


You have an advantage:

your connection.

Marketing has changed.

8

Marketing then.

Marketing now.

FindConvertConvertKeep

1. Why email marketing?

Engagement is the new word of mouth

1. Small business marketing today


Email

Source: Litmus 10

What is the #1 cell phone app?

Source: Marketing Tech Blog, Business2Community.com

46% of shoppers rely on

social media when making a purchase

88% find online reviews

as trustworthy as personal recommendations

Time’s have changed. We trust strangers.

Agenda






What are you trying to achieve?

Increase

ReachEngage

Nurture

Drive


Setting your goals

When will this be accomplished?

What is your target?Set real numbers

Who are you trying to reach?


Half Moon Yoga


Example:

WHO: previous members

WHAT: average of 10

attendees/per class

WHEN: over the next 3 months

Agenda





Where are you today?

Facebook LinkedIn InstagramTwitter Pinterest Youtube


…2 of your Facebook fans see you in their News Feed.

of email gets delivered to the inbox.90%

2%

Talk to customers

19

Find new prospects

Facebook

LinkedIn Twitter Pinterest

Social Sharing


21

Social media 3-5 x/week is plenty*Use automated tools

Email1x/month is most

common *Use reports to

determine optimal frequency/time

When to send & post?


Agenda





Content is all about them; not you80%

Valuable content

Sounds like:

“3 common mistakes on your taxes” Sounds like:

“Let us do your taxes!”

20%Promotion


24

Tutorial to weatherproof your bag in 5 min.

Top 3 benefits to volunteering this summer

We’re in your neighborhood! Find out where…

How do I weatherproof my new golf bag?

Can I set my own volunteer hours?

Where can I find a map of your location(s)?

…Into Content

Turn Questions…



Use content to create a subject line

5-8 words longInclude numbers

Encourage action

26

The “EdgeRank” algorithm shows posts based on …

Facebook has an algorithm

• Interest of your fans• The post’s performance among other

users• Performance of your past posts• Type of post the users prefer• How recent the post is

You don’t have to do it alone: use resources

Interviews or

testimonials

Social media

Blogs

Special

guests

Survey

results

Industry news


Pro Tips• Be consistent• Match colors• Choose your

tone

Make it look like you


Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015)

Make it engaging with visuals & video

Pro Tips• 3 or fewer images • Make images

clickable• Videos under 90

seconds

Source

Make it mobile

Pro Tips• Avoid multiple

columns• Use larger font sizes• Limit your images


Agenda





Take advantage of your 20%

20%Promotion



Your goals

Call-to-actionActual results



Narrow it down to 1Use actionable language

Stay above the scrollCreate clickable buttons

3. Setting your goals

Design an awesome

call-to-action Emails with a single

call-to-action increased clicks

by

371%


3. Setting your goals

Half Moon Yoga Goal:Engage previous members to

increase class attendance to an average of 10 attendees/per

class over the next 3 months.Call-to-action:

View the schedule

Source: Word Stream

Buttons created a 45% boost

in clicks

© 2016 Constant Contact, Inc© 2016 Constant Contact, Inc


Where does it go?

4. Choosing the right message



Where does your call-to-action go?








Agenda






Measure yoursuccess


• 11 new volunteers

• 500 attendees • 53 coupons claimed

Measuring your goal


Opens

Industry averages: 8-28%

Best Practices

• Evaluate send day &

time

•Optimize subject line

• Recognizable from

name© 2016 Constant Contact, Inc


Click-throughs Best Practices

• Simplify your call-to-

action

• Format links to stand

out

• Sent targeted content

Industry averages: 5-18%


49

What types of posts are doing well

Engagement metrics

Who engages with your content

Use Facebook’s Insights tool to know what works

for you

When your fans are online

Agenda






You can do this... ...and you can start today.


Three simple steps…

1. Write your goal2. Design a call-to-

action3. Measure the results



Grow with Constant Contact

All the marketing tools you need together in one place.


•You really can do this! We’re here to help.

All the marketing tools you need together in one place.© 2016 Constant Contact, Inc


Questions? Contact me [email protected]

www.roundpeg.biz/blog

Ready to get started? Sign up from the email link after the program

mailto:[email protected]

http://www.roundpeg.biz/blog