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Leveraging Social Media
Copyright © 2013 Constant Contact, Inc.
2
Contact Information
Ron BillPremier Consulting Innovations
Email: [email protected]: 317-752-6201Facebook Premier Consulting InnovationsWebsite www.consultprem.com
Premier is a training, consulting and fulfillment company that designs and implements behavioral based training and internet based marketing programs. The Company is a business partner of Constant Contact and a participant in the Constant Contact Experts Program.
Copyright © 2013 Constant Contact, Inc.
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My Objective
Convince you that eMail Marketing and Social Media Marketing need to be evaluated in the context of your business plan.
Provide you insights and challenges to move businesses forward. Give you the basic understanding of how the technologies we discuss today
can be implemented by you for a relatively small investment. Encourage you to continue to study the market and the emerging products
and services that can best serve you. Let you know that HELP is available.
“You were born to win, but to be a winner you must plan to win, prepare to win, and expect to win.” ― Zig Ziglar
Hilary Hinton "Zig" Ziglar (November 6, 1926 – November 28, 2012) was an American author, salesman, and motivational speaker.
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Introduction
This presentation has three parts…
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Connecting to build customer relationships
Informing people who will buy in to your messageand share it with others
3 Growing your businesswith engagement marketing
1 CONNECTSection
Email Marketing Basics Connecting with your customers Engaging in profitable
customer communications
Using email and social media as components of an engagement marketing strategy
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Why Engage?
Q. Where will the majority of next month’s business come from?
A. Existing customers
Q. What is your best source for new business?
A. Existing customers
Engagement Marketing is using technology to make “it” happen
Copyright © 2013 Constant Contact, Inc.
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Email marketing Trusting relationships Early relationships Encourage broader relationships
through SMM
Social media marketing New relationships New prospects Encourage deeper relationships
through EM
3 Steps to Building Relationships
Step 2:Connections that enable
ongoing dialog
Prospects
Customers
Step 1:Great customer
experience
You
Step 3:Content that engages
and spreads
Followers
Friends
Friends
Followers
$
Time… Money… Energy… Effort
Takes 7 touches, on average, for a sale to occur
Some buy right away
Others research and try
Some show interest but don’t trust you
Acquiring Customers
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1 2 3 4 5 6 7
Keep Customers Coming Back
The value of a customer You’ve already paid for them
It’s 6-7 times more expensive to gain a customer than to retain a customer 1
They spend more
Repeat customers spend 67 percent more 2
They are your referral engine
After 10 purchases, a customer has already referred up to 7 people 2
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Sources:1. Flowtown, 20102. Bain and Company
Why Email?
Because almost everyone your business needs to reach reads it: 94% of Internet users between the ages of 18 and
64 send or read email An even higher number of users ages 65 or older do the same
61% Use a social networking site
147 million people across the country use email, most use it every day
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Sources: Pew Internet and American Life Project 2010
Copyright © 2013 Constant Contact, Inc.
Why Email?
It’s cost-effective: Direct mail vs. email
For the same response, direct mail costs 20 TIMES as much as email 1
Email ROI is the highest when compared to other internet marketing mediums 2
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1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2013 Constant Contact, Inc.
Email Marketing Is Not…
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Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
SPAM
Email Marketing Is…
Delivering professional email communications
To an interested audience
Containing information they find valuable
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Basics of Email Marketing
Setting expectations How many emails sent When are emails sent What type of information
Delivering on promises Matching expectations Providing relevant content
Abiding by CAN SPAM Act
Gaining permission Do they know me? Do they care?
Utilizing professional services
14Copyright © 2013 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Standard email programs(e.g. Outlook, Hotmail)
Limited # of emails sent at one time
No formatting control
List break up more susceptible to filters
No cohesive branding
No tracking and reporting of email results
15Copyright © 2013 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Email marketing services automate best practices
Provide easy-to-use templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribers
Improve email delivery, track results and obey the law
16Copyright © 2013 Constant Contact, Inc.
Email Basics Checklist
Ask yourself before you begin email marketing…
Do repeat and referral customers help your business?
Do you have a plan for delivering multiple communications?
Is your audience interested in your message?
Is it valuable to them?
Can you make your emails look professional and reflect your brand?
Do you have an Email Service Provider to help manage your strategy?
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1 CONNECTSection
Building a Quality Email List The benefits of permission-
based marketing Building a valuable contact list Keeping your list current
Copyright © 2013 Constant Contact, Inc.
Build Your List Where You Connect
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Customer & Prospect Database
1
2 34
Incoming or Outgoing Calls
Eventsand Meetings
Place of BusinessGuest Book
Guests5
Online Presence
57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.Source: Transact Media Group
Email Signature
K Smitheen
Copyright © 2013 Constant Contact, Inc.
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Integrate Email Marketing and Social Media Marketing
Make a Join My Mailing List available on all social media platforms.
Make social media buttons a consistent part of all emails.
Using a Permission Reminder
21Copyright © 2013 Constant Contact, Inc.
List Building and Permission Checklist
Ask yourself as you build your list…
Are you collecting contact information at every customertouch point, including social media?
Are you asking for permission as well as contact information?
Are you clearly describing your email frequency and content?
Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media?
Are you using permission and subscription reminders tostay current?
22Copyright © 2013 Constant Contact, Inc.
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2 INFORMSection
Creating Valuable Email Content Determining what is valuable
to your audience Choosing an effective
email format Deciding what day and
time to send
Copyright © 2013 Constant Contact, Inc.
Content Has to Meet Your Objectives
“I want to…” Promote
Motivate purchases Increase event attendance
Inform Inform potential customers Differentiate my business
Relate Increase loyalty Encourage more referrals
24Copyright © 2013 Constant Contact, Inc.
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Quality Knowledge
Savings
Content Has to Have Valueto Your Audience
Promotional EmailDiscounts, coupons, offers, incentives.
Relational EmailSpecial privileges, acknowledgement
Informative EmailAdvice, research, facts, opinions, tips
Copyright © 2013 Constant Contact, Inc.
Coming Up With ValuableEmail and Social Content
Share your expertise
Use facts & testimonials
Give guidance & directions
Offer discounts & coupons
Exclusivity & VIP status
Hold contests & giveaways*
Acknowledge your audience
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* Check applicable regulations before deciding to hold a contest or giveaway
Copyright © 2013 Constant Contact, Inc.
Keeping Email Content Concise
Host large bodies of content… On your website In a PDF document In a longer archived version
Email only essential information Use bullets or summaries Link directly to the information Give instructions if necessary
Repurpose content sound bytes for Social Media Drive social content back to
Email Archive or Website
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Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group.
Complete package start $399 with flights from New York and Boston.
Copyright © 2013 Constant Contact, Inc.
Determine Appropriate Format
Newsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concise
Promotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action
Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards… Use content to build deeper relationships
28Copyright © 2013 Constant Contact, Inc.
Calling Your Audience to Action
Calls to Action include… Links to click on
Information to print out
Phone numbers to call
Instructions for reading the email
Instructions for saving the email
Describe the immediate benefits… What’s in it for your audience?
Why should they do it now?
29Copyright © 2013 Constant Contact, Inc.
Frequency & Delivery Time
How often to send Create a master schedule – be consistent! Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency Invest time to repurpose content on social channels
When to send When is your audience most likely to read it?
Day of week (Tuesday & Wednesday) Time of day (10am to 3pm)
Test for timing Divide your list into equal parts Send at different times and compare results
Re-stimulate social conversations: repost, retweet
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Get the maximumImpact with
Minimum intrusion.
Ask yourself as you create content…Are you trying to promote, inform, or relate?
What is your audience interested in?
Is your email format branded and supportive of your message?
Is your email concise and does it include a strong call to action?
Does your content match your frequency and timing?
Are you consistently repurposing valuable content on social channels and investing time to engage and respond?
Email Content Checklist
31Copyright © 2013 Constant Contact, Inc.
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2 INFORMSection
Getting Email Delivered and Read Email filters and other
delivery challenges Creating email from and
subject lines Using technology to deliver
your email
Copyright © 2013 Constant Contact, Inc.
Matt [email protected]
Joe Hahn
Nancy Feldman
Getting Email Opened
The “From” line – Do I know you?
Use a name your audience recognizes Include your organization
name or brand
Refer to your business in the same way your audience does
Be consistent
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60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick
Copyright © 2013 Constant Contact, Inc.
[email protected]@verizon,net
Match “From” Line and“From” Email Address
The “From” line – use a familiar email address
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Some email programs display From name + email
Some email programs display only From email
Copyright © 2013 Constant Contact, Inc.
Matt [email protected]
Joe Hahn
Nancy Feldman
Create a Great Subject Line
The “Subject” line – do I care? Keep it short and simple 30-40 characters including
spaces (5-8 words) Incorporate the immediate benefit
of opening the email Capitalize and punctuate carefully
Avoid copying the techniquesinherent in spam emails
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30% of consumers say the “subject" line most often determines whether they open an email or delete it.Source: DoubleClick
Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer
Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.-Worldata, 2011
Copyright © 2013 Constant Contact, Inc.
Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
Excessive use of “click here”
$$, and other symbols
No “From:” address
Misleading subject lines
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SPAM
Example: Typical spam “From” and “Subject” lines
Copyright © 2013 Constant Contact, Inc.
Extend the Reach of Your Email
Make your content shareable
Encourage readers to Like and Share your Email across their social networks
Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content
Use a sharebar to collect contacts wherever your email is shared
37Copyright © 2013 Constant Contact, Inc.
Email Delivery Checklist
Ask yourself before you send your message…
Are your images working together with text to identifyyour email?
Are you avoiding spam-like content in your emails?
Is your Email Service Provider authenticating your email?
Is your From line familiar and are you using a familiaremail address?
Does your Subject line include the immediate benefits ofyour email?
Have you extended the reach of your email by makingit sharable?
38Copyright © 2013 Constant Contact, Inc.
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3 GROWSection
Increasing Email Click-Through and Response Rates Tracking and improving
email delivery Increasing opens, clicks,
and forwards Reducing unsubscribe requests
Copyright © 2013 Constant Contact, Inc.
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Tracking and Reporting
Email Client
Constant Contact Reporting Page
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Deal with Bounced &Blocked Email
Non-existent address Check for obvious misspellings Try to obtain a new address
Undeliverable/mailbox full/email blocked Try re-sending later Correct temporary issues Obtain a new address if a
recurring issue is present
Bounce Management
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Analyze “Open” Rates
Use open tracking to spot trendsOpen rates trending down
Fewer subscribers are enabling images Fewer subscribers are clicking links
Steady open rates Assume email is being received Check your ESP’s average delivery rate
Reporting Page
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Capitalize on Click-Throughs
Use click tracking to determine: Audience interests
Clicks tell you what topics were interesting Save clickers in an interest list for targeted follow up
Goal achievement Use links to drive traffic toward conversion Compare clicks to conversions and improve
Reporting Page
Understand Unsubscribe Requests
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An unsubscribe request happens when your subscriber no longer wants to receive your emails
Offer your subscriberspermanent list removal
Best practice is automatic removal with an unsubscribe link
Copyright © 2013 Constant Contact, Inc.
Reduce Unsubscribe Requests
Why do people unsubscribe? Over-communication
Irrelevant content
Poor targeting
Enable your audience to leave comments when unsubscribing from your list
Take action on feedback
45Copyright © 2013 Constant Contact, Inc.
Email Tracking and Response Checklist
Ask yourself after you send…
Are there any bounced or blocked emails that require attention?
Is your open rate trending upward or downward?
Are you measuring your increase in overall reach, including social networks?
Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers?
Did anyone unsubscribe from your list? Did they give you actionable feedback?
Did you identify any areas for improvement so your next email is more targeted and more effective?
46Copyright © 2013 Constant Contact, Inc.
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Take the Next Step
Sign up for a free Email Marketing trial.Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Sign up today! Provide your card and we’ll follow up.or
Call toll-free: 866-876-8464
Email + Social =Success, Guaranteed.
FREE!
Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts.
constantcontact.com/learning-center
Get a Social Media Quickstart!Get started building connections through social media marketing, today!
socialquickstarter.com
Copyright © 2013 Constant Contact, Inc.
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Thank You & Questions
?