Growing your Business with Email and Social Media Marketing

© 2013

grow your business

Grow Your Businesswith Email & Social Mediasimple marketing strategy

for small business & nonprofits

Content Marketing:

Email marketing

Company newsletters

Anything that has writing

Social Media strategy & marketing SEO

WordPress Websites

Blog content

Engage

your clients

© 2013

grow your businesst i t le [ in t ro ]market inggoals&object ivescampaigns&channelsresul ts

GreatBig

Hugestick around until the end for a special offer

© 2013


GetTheseSlides

make sure we have your email address

© 2013


© 2013

grow your business

Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing

tools and free coaching.

Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey

t i t le [ in t ro ]market inggoals&object ivescampaigns&channelsresul ts

© 2013

grow your business

Simple =

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grow your business

Facebook LinkedIn

Instagram

Twitter

Pinterest Youtube

44%


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grow your business

traditional marketing

find

keep

convert

new marketing

find

keep

convert

“Flip The Funnel: Retention is the New Acquisition”

-- Joe Jaffe (@jaffejuice)

marketing has changed

t i t le intro [market ing ]goals&object ivescampaigns&channelsresul ts

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grow your businessgrow your businesst i t le intro [market ing ]goals&object ivescampaigns&channelsresul ts

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grow your business

engagement is the new word of mouth


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grow your business

you have an advantage

you can be your authentic self


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forward +share

your new best friends are


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at its core, marketing is about

eliciting a physical and measureable

response


© 2013

grow your business

exercise #1start here.

review the framework for marketing

set marketing GOALS and OBJECTIVES1

2 run CAMPAIGNS on the CHANNELS that matter

get measurable RESULTS3 minutes

to complete

3done!


© 2013

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agenda + frameworkan

for marketing that works

get measurable RESULTS3

2 run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter




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goalsmarketing

• reach new customers

• drive repeat business

• nurture leads

• engage members and advocates

• increase donations

t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts

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objectivesget more specific with

drive

donations

this month

deliver content

to tradeshow

leads

fill seats

on a

Sunday

night


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one at a timetry to think about just

what action would people take?

can you measure it?fill seats

on a

Sunday

night


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grow your business

exercise #2capture your ideas

write down a GOAL and an OBJECTIVE(there’s space for two of each)

1

2 consider this for each objective you wrote down…

• what does success look like?

• be as specific as you can

minutes

to complete

5done!


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grow your business






t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

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grow your business

campaign?what is a

PULL{response}

PUSH {content}


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grow your business

discussions

information

sharing

event invites +

updates

offers +

promotionsfundraising

build your

network

for all

of your new

subscribers

campaignstypes of


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grow your business

• 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

what do I write aboutt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

8 HABITS FOR WRITING GREATCONTENT

8 HABITS FOR WRITING GREATCONTENT:

#1 Everything is content


#2 Be consistent


#3 Organize ahead of time


#4 Include a “Call to Action”


#5 Keep the post alive all month


#6 Feedback is content


#7 Plan to be spontaneous


#8 Don’t be afraid, be yourself

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grow your business

lessis more.

44%focus.

how much is enought i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

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grow your business

a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

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grow your business

• pictures get 47% more

click-through activity than

content without images,

but…

• …don’t over-rely on

images

• be sure to use text labels

in case images aren’t

displayed by the

recipient’s mail program

• don’t use images of your

content

• remember: your content is

viewed on mobile

devices…

a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

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grow your business

use

images

carefully!

43


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grow your business

repurpose + reuset i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

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grow your business

offersexamples of

discounts

discounts

• 20% off through

Thursday

• Buy one, get two

• 1+1 = Fun (one

for you, one for

a friend)

downloads

downloads

• 5 Tips for

Better Gardens

• Quickstart

Guide

• 7 Mistakes to

avoid in your

tax preparation

support

a cause

support• Help today and receive

exclusive access!

• Donate today for a

chance to join us!

• Join today and receive

our Friends + Family

discounthints + tips

hints +tips

• Mobile-friendly in 8

simple steps

• Top Trends in Front- of-

House Operations

• DIY Precision

Instrument

MaintenanceB2B services

B2B

services• Newsletter review

with every consult

• Save 30% on initial

consultation

• 3 coaching

sessions for price

of 2

event invites +

updates

eventinvites

+ updates

• Register now,

save 20%

• 2-for-1 tix: register

yourself, bring a

friend for free!

• 10 VIP seats left at

standard price!


© 2013

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got pics?some channels thrive on visuals


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grow your business

post + video = 100% more engagement

post + picture = 120% more engagement

post + photo album = 180% more engagement

Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)

got pics?t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

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grow your business

which channels matter?• depends on your audience

and what you want them to do


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grow your business

email + socialyou have to use both

amplify

your email

drive traffic back to

your list, email, etc.


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grow your business

email + socialamplify

your email




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grow your business


your email




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grow your business


your email




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grow your business

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

1

2

3


minutes

to complete

5done!


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grow your business

• who is it “from?”

• what’s the “subject?”

• when do you send your communication?

now, later or neverthree little words that rule your world


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grow your business

how will you be most recognizable?

CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”

who is it from?winning the battle of priorities


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look greatbrand consistency


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grow your business

SECONDS WORDS TODAY

subject or headlinewinning the battle of priorities


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grow your business

subject or headlinewinning the battle of priorities

[don’t do this] March Newsletter

[do this instead] Tomorrow: Need 3 Hammers – Can You Help?

[don’t do this] Joe’s Pet Store Newsletter

[do this instead] ALERT: help your dog beat the heat

[don’t do this] Children’s Classes

[do this instead] Still time! Openings available for Children’s Classes


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grow your business

use the 2-2-2 principle

• write a good subject line or

headline for each of your

campaigns


minutes

to complete

3done!

¤


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grow your business

• 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?

when to send or postt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

© 2013

grow your business

divide your list into

3 groups of people

select three days in the

week to test

send your e-mail, watch for

best response

find your best day1

2

3


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grow your business

use same 3 groups of

people

select three times on the

day with the best results

send email at 3 different

times of day, note time

with best results

find your best time

4

5

6


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grow your business

best day best time

when to send or postt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts

© 2013

grow your business

practical advice• 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

• key action must be

above scroll line

• do not give too many

choices

• make all images

clickable (and with text

labels)

test it on yourself!(and on your mobile device)


© 2013

grow your business

practical advice• invite engagement – ask

questions!

• show the personality of

your organization

• plan ahead, but be

flexible

• check your insights –

note who’s reading,

sharing, posting

• drive audience to your

email list sign-up

• use images…but use

them carefully

• match value and volume

to the channel

experiment!(start small and build)


© 2013

grow your business

when will you send?

• write down three days and

times you want to test for

your emails


minutes

to complete

3done!

¤


© 2013

grow your business






t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]

© 2013

grow your business

at its core, marketing is about

eliciting a physical and measureable

response


© 2013

grow your business

click or

download

come to

the store

or office

schedule

a session

donate call

results = measurements of actions


© 2013

grow your business

results = measurements of actions


© 2013

grow your business

• lots of physical, measurable

response

• easy to brand with colors + logos

• helps to measure and monetize

social media

• provide lots of great coaching and

direction

tools you needemail marketing providers are hard to beat


© 2013

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tools to expand your reachSimple Share tool


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tools to expand your reachsocial media buttons


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• at register

• with the check at end of

the meal

• on registration forms

tools to expand your listoffline


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• Join My Mailing List

(app for website,

Facebook, etc)

tools to expand your listonline


© 2013

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tools to expand your listapps

Scan to Join™from Constant Contact

Text to Join™from Constant Contact


© 2013

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Constant Contact tools


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monitor

+

schedule

this is easy. really.low cost tools save you time & energy


© 2013

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be yourself.


© 2013

grow your business

81

• Content Creation and Strategy

• Email Marketing Services

• Social Media Marketing and Setup

• Content Optimization and Website content

• Search Engine Marketing (cost-per-click)

• WordPress websites

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GreatBig

Huge2 Specials

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Custom-designed, Website-matchedEmail Template

in

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Q&A

855-816-6508want more help?

CALL A COACH

(and please take a moment to fill out your survey!)

[email protected]

/GhostPartner

@GhostPartner

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Thank You & Goodbye

© 2013

grow your business