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© Constant Contact 2014
Build Your Marketing ToolkitA framework for small businesses
and organizations.
© 2014
© Constant Contact 2014 1
4
AgendaMarketing has changedGoals and objectives4 Pillars of Marketing Success
Get found (discoverability)Nurture relationships, grow your lists,increase loyaltyUse campaigns that drive actionAnalytics and decision-making
Next steps
Marketing | Goals & objectives | 4 pillars | Next steps
MarketingYou have an advantageYou can be your authentic self
7
marketing
Marketing
At its core, marketing is abouteliciting a physical and measureable
response
© Constant Contact 2014 2
8
Marketing
Marketing has changed.
Find
Marketing then. Marketing now.
Convert
Keep
© Constant Contact 2012
Marketing
Engagement marketing
~10%Newbusiness
~90%Currentcustomers
13
Marketing
Engagement marketing
newbusiness
~90%Word of mouth
~10%New prospects
Newbusiness
14
Marketing
Engagement marketing
~9%Word of mouth
~1%New prospects
~90%Currentcustomers
15
© Constant Contact 2014 3
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Marketing
Engagement marketingis marketing for the other 99%
99%
17
Marketing
Engagement is the new word of mouth
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Marketing
Small business marketingisn’t
Color schemesCatchy slogansSuper Bowl ads“Pretty” emails
20
Marketing
Small business marketingis
Getting measureable
resultsDelivering onyour promise
Nurturing relationships
© Constant Contact 2014 4
Marketing | Goals & objectives | 4 pillars | Next steps
22
Goals & objectives
Marketing goalsnew customers, donorsReach
repeat business, supportDrive
leads and relationshipsNurturemembers, advocates, volunteersEngage
donations, revenueIncrease
23
Goals & objectives
Get more specific with objectives
donations this monthDrive
content to tradeshow leadsDeliver
seats on a SundayFill
24
Goals & objectives
Get more specific with objectives
seats on a SundayFill
© Constant Contact 2014 5
29
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, ormy progress towards it?
Objectives exercise…1 Write down one or two goals and objectives
2 Review them and ask yourself: Will achieving this objective help my business grow? Is this objective attainable? How will I measure it, ormy progress towards it?
Marketing | Goals & objectives | 4 pillars | Next steps
32
4 Pillars
Getting found & discoverability
Engage & nurture
relationshipsCampaigns that
drive actionAnalytics &
making decisions
© Constant Contact 2014 6
33
4 Pillars
Getting found & discoverability
Engage & nurture
relationshipsCampaigns that
drive actionAnalytics &
making decisions
Mobile
Search & SEO
Social
Listings
34
4 Pillars
Getting found & discoverability
Engage & nurture
relationshipsCampaigns that
drive actionAnalytics &
making decisions
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
�THANKYOUBonusOf fer !
Mobile
Search & SEO
Social
Listings
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
�THANKYOUBonusOf fer !
35
4 Pillars
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Getting found & discoverability
Engage & nurture
relationshipsCampaigns that
drive actionAnalytics &
making decisions
Mobile
Search & SEO
Social
Listings
Results & reporting
Analytics –“so what?”
Adjustment and iteration
Hypothesis testing
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
�THANKYOUBonusOf fer !
36
4 Pillars
Getting Found & Discoverability
Engage & Nurture
RelationshipsCampaigns That
Drive ActionAnalytics &
Making Decisions
?
Mobile
Search & SEO
Social
Listings
© Constant Contact 2014 7
37
4 Pillars
Getting Found & Discoverability
Engage & Nurture
RelationshipsCampaigns That
Drive ActionAnalytics &
Making Decisions
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
�THANKYOUBonusOf fer !
Results & reporting
Analytics –“so what?”
Adjustment and iteration
Hypothesis testing?
Mobile
Search & SEO
Social
Listings
Marketing | Goals & objectives | 4 pillars | Next steps
39
Next steps
This is important
40
Next steps
You can do this!
© Constant Contact 2014 8
41
Next steps
Start where you areAnd where your customers andrelationships are.
SAVE!
© Constant Contact 2014
Get started today…60-day free trialwww.constantcontact.com
Want to learn more?Local learning near you…www.constantcontact.comSelect Resources » Local Learning » Seminars
Want help in your area?Expert partners near you…marketplace.constantcontact.comSelect “Services” and use search box to find a partner near you.
42
Objectives exercise…1 Write down one or two goals and objectives
2 Review them and ask yourself: Will achieving this objective help my business grow? Is this objective attainable? How will I measure it, ormy progress towards it?
37
4 Pillars
Getting Found & Discoverability
Engage & Nurture
RelationshipsCampaigns That
Drive ActionAnalytics &
Making Decisions
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
�THANKYOUBonusOf fer !
Results & reporting
Analytics –“so what?”
Adjustment and iteration
Hypothesis testing?
Mobile
Search & SEO
Social
Listings
© Constant Contact 2014
Get started today…60-day free trialwww.constantcontact.com
Want to learn more?Local learning near you…www.constantcontact.comSelect Resources » Local Learning » Seminars
Want help in your area?Expert partners near you…marketplace.constantcontact.comSelect “Services” and use search box to find a partner near you.
42