RiversideCa.govRiversideCa.gov

Email Marketing & Social MediaNovember 13, 2014

California Association for Local Economic

Development TrainingOffice of Economic

Development

Kaitlin BilhartzMarketing Coordinator

Stephanie Harvey Marketing Manager

RiversideCa.gov

• Produce Once, Share Everywhere – BUT use unique and different messages

based on audience and medium

• Content Calendar

KEY TIPS FOR MARKETING

RiversideCa.gov

WHY EMAIL MARKETING?

• Drive Traffic Website• Build Relationships• Cross Promote• Nurture Leads• Land the Deal• Cost Effective

RiversideCa.gov

EMAIL MARKETING

Step 1 – Build An Audience • Ask Them To Opt In• Where are you not asking? – Email/Web– Events– Hosted Meetings– Tradeshows

• New Subscriber Behavior

RiversideCa.gov

Step 2 – Send Email • Segment Your E-mail List– Treat each segment differently

• Captivating Subject Lines• Choose Your Voice • Optimize for Mobile• Test, test, TEST• Send Regularly

EMAIL MARKETING

RiversideCa.gov

EMAIL BRANDING

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EMAIL MARKETING

Step 3 – Measure Success• Open Rate• CTR & Increase in web traffic• Leads• Unsubscribes– Frequency - #1 reason for unsubscribes–More Links = Higher CTR

RiversideCa.gov

• Email Capture• Welcome Emails• RFPs • Integration with

CRM

AUTOMATION & DRIP CAMPAIGNS

RiversideCa.gov

Overall – Create Once, Content Calendar

Email:1. Start Small2. Build Your List3. Measure success (or failure!) and

change your behavior accordingly 4. Make your life easier – automation and

drip

EMAIL TAKE-AWAYS

RiversideCa.gov

• Cost• Self-paced• Networking• Exposure• Testimonials• Generate leads• Stay top-of-mind

WHY SOCIAL MEDIA?

RiversideCa.gov

YOU CAN’T DO IT ALL

• Choose the right platform• Claim your domain, even if you aren’t

currently active– Consistency• RiversideCAgov vs. CityofRiverside

RiversideCa.gov

• Hootsuite–Mentions, scheduled messaging, hashtags,

manage multiple accounts

• Bitly– URL shortening service– Tracks clicks

• Analytics.Twitter.com– Impressions, engagement, RT,

replies, clicks

ANALYTICS: IS IT WORTH IT?

RiversideCa.gov

ANALYTICS.TWITTER.COM

RiversideCa.gov

• Phone, website, email• Disclosures• Special hours of operation• Best way to reach• Other platforms

UPDATE CONTACT INFO

RiversideCa.gov

• Find your voice• Human element• Professional yet approachable

SAY WHAT?

RiversideCa.gov

SAY WHAT?

RiversideCa.gov

SAY WHAT?

• Stay relevant, post real-time (or close to)

• Spell check– An embarrassing typo can cause a world of

hurt and is easily avoidable.

RiversideCa.gov

• Timely• Insights: Best time based on

demographics• Consistency: Goldilocks• Quality vs. Quantity• Develop a schedule –#TBT–#WordlessWednesday–#ThoughfulThursday

KEEP A PULSE

RiversideCa.gov

• Engage: “Tell us”• Don’t yell; invite them to the party• Two-way street• Inform & Inquire• Answer questions within 24 hours• Cross-promote; build business alliances

& networks

BUILD A RELATIONSHIP

RiversideCa.gov

BUILD A RELATIONSHIP

RiversideCa.gov

BUILD A RELATIONSHIP

RiversideCa.gov

• Call-to-action– Refer to website/blog/landing page– Hashtag

MAKE IT HAPPEN

RiversideCa.gov

• Visually appealing• Photos: simple, not too busy• Infographics• Easy-to-read charts• Behind-the-scenes (i.e.: Mayor, off-limit

locations, etc.)

BE EYE-CATCHING

RiversideCa.gov

BE EYE-CATCHING

RiversideCa.gov

BOOST IT

RiversideCa.gov

BOOST IT

RiversideCa.gov

• Easy to connect• “Insider” knowledge• First to know• Something they can’t find on Google• Shareable content

MAKE IT SPECIAL

RiversideCa.gov

• Remember: It’s NOT a personal account• Invest time and energy, not nitty gritty• Balance: Keep work and personal

completely separate– Turn off when not necessary– Schedule posts/tweets

SEPARATE BUT NOT EQUAL

RiversideCa.gov

• Remain calm under pressure• Don’t let the Negative Nancys get to

you– “We apologize you feel that way…”– Combat with positivity/options

• Don’t delete unless harassing

STAY COOL

RiversideCa.gov

STAY COOL

RiversideCa.gov

• Canva– Create designs for Web or print

• A Beautiful Mess– Text overlay

• PicFrame– Collages

Others:InstaSize, Repost, Hootsuite, Bitly, PinIt

TOOLS

RiversideCa.gov

Resources

RiversideCa.gov

Stephanie HarveyMarketing Manager

City of Riversidesharvey@riversideca.gov

@mrssmharve

Kaitlin BilhartzMarketing Coordinator

City of Riversidekbilhartz@riversideca.gov

@kbcruising

Contact

Questions?