Grow your business

© 2013

Grow Your Businesswith Email & Social Mediasimple marketing strategy

for small business & nonprofits

© 2013

Kelly MirabellaSocial Media Geek

Stellar Media Marketing

[email protected]

Fb.com/stellar247

@Stellar247

© 20134

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

tools and free coaching.

Send personalized email newsletters and expand your audience with our list-building

tools.

Manage your events online: send invites,

create an event homepage, and

promote registration.

Turn fans into customers with coupons, downloads, and contest on Facebook

and get new likes and email sign-ups.

Reward loyal customers with shareable local deals

and capture contact info every time

you sell.

Get found by millions online and manage your business info across the web, all

from one place.

Transform your communications into conversations with online surveys and

polls.

Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey

© 20135

Facebook LinkedIn InstagramTwitter Pinterest Youtube

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

© 20136

INTRODUCTION

GOALS + OBJECTIVES


38%Source: Litmus, “Email Client

Market Share,” April 2012

© 20137

INTRODUCTION

GOALS + OBJECTIVES


traditional marketing

find

keep

convert

new marketing

find

keep

convert

MARKETING HAS CHANGED

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)

© 20138

ENGAGEMENTthe new word-of-mouth is

INTRODUCTION

GOALS + OBJECTIVES


© 2013

you can be your authentic self

9

you have an advantage

INTRODUCTION

GOALS + OBJECTIVES


© 201310

ENOUGHis it

INTRODUCTION

GOALS + OBJECTIVES


to just look good?

© 201311

at its core, marketing is abouteliciting a physical and measureable

RESPONSE

INTRODUCTION

GOALS + OBJECTIVES


© 201312

EXERCISEStart here.

write down the framework for marketing

set marketing GOALS and OBJECTIVES1

2 run CAMPAIGNS on the CHANNELS that matter

get measurable RESULTS3

INTRODUCTION

GOALS + OBJECTIVES


© 2013

3

set marketing GOALS and OBJECTIVES1

2

13

an agenda and framework for marketing that works

1

get measurable RESULTS3 get measurable RESULTS

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

© 201314

GOALSmarketing

•reach new customers•drive repeat business

•nurture leads•engage members and advocates

•increase donations

INTRODUCTION

GOALS + OBJECTIVES


© 201315

OBJECTIVESget more specific with

drive donationsthis month

deliver content to tradeshow

leads

fill seats on a

Sunday night

INTRODUCTION

GOALS + OBJECTIVES


© 201316

ONE AT A TIMEtry to think about just

what action would people take?can you measure it?

INTRODUCTION

GOALS + OBJECTIVES


fill seats on a

Sunday night

© 201321

EXERCISEcapture your ideas

» write down at least one objective•you have space for three

» consider this for each objective you wrote down…•what does success look like?•be as specific as you can

INTRODUCTION

GOALS + OBJECTIVES


© 2013

3

set marketing GOALS and OBJECTIVES

22


1

get measurable RESULTS


© 201323

CAMPAIGN?what is a

INTRODUCTION

GOALS + OBJECTIVES


PUSH{content}

PULL{response}

© 201324

CAMPAIGNStypes of

discussion

informationsharing

event invites +updates

INTRODUCTION

GOALS + OBJECTIVES


offers +promotions

fundraisingbuild your network

© 201325

WHAT DO I WRITE ABOUT• 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

INTRODUCTION

GOALS + OBJECTIVES


© 201326

HOW MUCH IS ENOUGH

LESSIS MORE.FOCUS.

38%

INTRODUCTION

GOALS + OBJECTIVES


© 201327

WHAT DO I WRITE ABOUT

INTRODUCTION

GOALS + OBJECTIVES


© 201328

WHAT DO I WRITE ABOUT• repurpose + reuse

INTRODUCTION

GOALS + OBJECTIVES


© 201329

EXAMPLES OF OFFERS

discounts downloads

supporta cause

eventinvites

hints + tipsB2B services

INTRODUCTION

GOALS + OBJECTIVES


© 201330

GOT PICS?some channels thrive on visuals

INTRODUCTION

GOALS + OBJECTIVES


© 201331

post + video = 100% more engagement

GOT PICS?

post + picture = 120% more engagement

post + photo album = 180% more engagement

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

38%

INTRODUCTION

GOALS + OBJECTIVES


© 201332

WHICH CHANNELS MATTER?• depends on your audience and what you want them to do

INTRODUCTION

GOALS + OBJECTIVES


© 201333

INTRODUCTION

GOALS + OBJECTIVES


EMAIL + SOCIALyou have to use both

amplifyyour email

drive traffic back to your list, email, etc.

© 201334


» 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

INTRODUCTION

GOALS + OBJECTIVES


© 201335

NOW, LATER OR NEVERthree little words that rule your world

• who is it “from?”• what’s the “subject?”• when do you send your communication?

INTRODUCTION

GOALS + OBJECTIVES


© 201336

WHO IS IT FROM?winning the battle of priorities

how will you be most recognizable?

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

INTRODUCTION

GOALS + OBJECTIVES


© 201337

LOOK LIKE YOUbrand consistency

colorcop.netsearch “Pixeur”

INTRODUCTION

GOALS + OBJECTIVES


DigitalColor Meterinstalled on Macs

© 201338

LOOK GREATbrand consistency

INTRODUCTION

GOALS + OBJECTIVES


© 201339

SUBJECT OR HEADLINEwinning the battle of priorities

2SECONDS2WORDS 2TODAY

INTRODUCTION

GOALS + OBJECTIVES


© 201340

SUBJECT OR HEADLINEwinning the battle of priorities

$5 free to be naughty…or nice? [burrito restaurant chain]

Low Cost + High Value = Good News [B2B marketing services provider]

Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]

$5 for your thoughts? [survey request from pet goods retailer]

An Exclusive Look at Life on the Red Carpet [nonprofit event update]

INTRODUCTION

GOALS + OBJECTIVES


© 201341


» use the 2-2-2 principle• write a good subject line or headline for

each of your campaigns

INTRODUCTION

GOALS + OBJECTIVES


© 201342

WHEN TO SEND & POSTWHEN TO SEND & POST• 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?

INTRODUCTION

GOALS + OBJECTIVES


© 201343

1. divide your list into 3 groups of people

2. select three days in the week to test

3. send your e-mail, watch for best response

FIND YOUR BEST DAY

INTRODUCTION

GOALS + OBJECTIVES


© 201344

FIND YOUR BEST TIME

INTRODUCTION

GOALS + OBJECTIVES


4. use same 3 groups of people

5. select three times on the day with the best results

6. send email at 3 different times of day

© 201345

INTRODUCTION

GOALS + OBJECTIVES


WHEN TO SEND & POST

best day best time

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!

© 201346

• 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)

PRACTICAL ADVICE

INTRODUCTION

GOALS + OBJECTIVES


© 201347

INTRODUCTION

GOALS + OBJECTIVES



» when will you send?• write down three days and times you want to test for your emails

© 201349

at its core, marketing is abouteliciting a physical and measureable

RESPONSE

INTRODUCTION

GOALS + OBJECTIVES


© 201350

RESULTS ARE MEASUREMENTS OF ACTIONS

click ordownload

come tothe storeor office

schedulea session

donate call

INTRODUCTION

GOALS + OBJECTIVES


© 201351

TOOLS YOU NEEDEmail marketing is hard to beat

• lots of physical, measurable response

• easy to brand with colors + logos

• helps to measure and monetize social media

INTRODUCTION

GOALS + OBJECTIVES


© 201354

TOOLS TO BUILD YOUR LIST – OFFLINE

•at register•with the check at end of the meal

•on registration forms

INTRODUCTION

GOALS + OBJECTIVES


© 201355

TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)

INTRODUCTION

GOALS + OBJECTIVES


© 201356

TOOLS TO BUILD YOUR LIST – APPS

Scan to Join™from Constant Contact

Text to Join™from Constant Contact

INTRODUCTION

GOALS + OBJECTIVES


© 201358

THIS IS EASY. REALLY.low cost tools save you time & energy

monitor+

schedule

INTRODUCTION

GOALS + OBJECTIVES


© 201360

Q & AToll Free

855-816-6508

want more help?

CALL A COACH

(AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!)

[email protected]

facebook.com/stellar247

twitter: @stellar247

Grow your business

Business

Transcript of Grow your business