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

/GhostPartner @GhostPartner+GhostPartner

Howard Flint | CEO [email protected]

/GhostPartner @GhostPartner+GhostPartner

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 [ int ro]market inggoals&object ivescampaigns&channelsresul ts

Great

Big

Hugestick around until the end for a special offer

© 2013

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

GetTheseSlides

make sure we have your email address

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#TotalGhost

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

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Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey

t i t le [ int 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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engagement is the new word of mouth


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grow your business

you have an advantageyou can be your authentic self


#SocialGhost

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forward +share

your new best friends are


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grow your business

at its core, marketing is abouteliciting a physical and measureable

response


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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 minutesto complete

3done!


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grow your business

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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grow your business

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 donationsthis month

deliver content to tradeshow

leads

fill seats on a

Sunday night


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grow your business

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

minutesto 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

informationsharing

event invites +updates

offers +promotionsfundraising

build your network

for allof your newsubscribers

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

#SocialGhost

8 HABITS FOR WRITING GREAT CONTENT

8 HABITS FOR WRITING GREAT CONTENT:

#1 Everything is content

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m


#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

#SocialGhost


#8 Don’t be afraid, be yourself

© 2013

grow your business

lessis more.

44%focus.

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

#SocialGhost

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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

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use images

carefully!


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grow your business

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

#SocialGhost

© 2013

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

supporta 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

B2Bservices

• 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

grow your business

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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© 2013

grow your business

which channels matter?• depends on your audience

and what you want them to do


#SocialGhost

© 2013

grow your business

email + socialyou have to use both

amplifyyour email

drive traffic back to your list, email, etc.


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grow your business

email + socialamplify

your email



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© 2013

grow your business


your email



#SocialGhost

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grow your business


your email



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grow your business

select 1 or 2 campaign types youmight 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


minutesto complete

5done!


© 2013

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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© 2013

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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


© 2013

grow your business

look greatbrand consistency


#SocialGhost

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grow your business

2SECONDS 2WORDS 2TODAY

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


minutesto 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

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© 2013

grow your business

divide your list into3 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 time4

5

6


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© 2013

grow your business

best day best time

when to send or post

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!


#SocialGhost

© 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


minutesto complete

3done!

¤


© 2013

grow your business

click ordownload

come tothe storeor office

schedulea session

donate call

results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]

© 2013

grow your business

results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]

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© 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

grow your business

• at register• with the check at end of

the meal• on registration forms

tools to expand your listoffline


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grow your business

• Join My Mailing List (app for website, Facebook, etc)

tools to expand your listonline


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© 2013

grow your business

tools to expand your listapps

Scan to Join™from Constant Contact

Text to Join™from Constant Contact


© 2013

grow your business

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

#SocialGhost

© 2013

grow your business

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

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• 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

#SocialGhostGhostPartner.com

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grow your business

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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]

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Growing your Business with Email and Social Media Marketing

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