© 2013 Grow Your Business with Email & Social Media A simple marketing plan for small businesses & not-for-profits
Running your business in the cloud: Constant Contact
Jan 13, 2015
'Grow your business with email and social media' presentation by Tamsin Fox-Davies of Constant Contact at the 'Running your business in the cloud' event on 17th July.
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© 2013
Grow Your Business
with Email & Social Media A simple marketing plan for small
businesses & not-for-profits
© 2013
Tamsin Fox-Davies Small Business Marketing Mentor
Constant Contact UK
/smallbizmarketingmentor
@tamsinfd
© 2013 3
Grow with Constant Contact Get 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.
Transform your
communications into
conversations with
online surveys and
polls.
Email Marketing EventSpot Social Campaigns Online Survey
© 2013 4
Facebook LinkedIn Instagram Twitter Pinterest Youtube
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 5
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
60% Source: Litmus, “Email Client
Market Share,” April 2012
© 2013 6
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
traditional marketing
find
keep
convert
new marketing
find
keep
convert
MARKETING HAS CHANGED
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
© 2013 7
ENGAGEMENT the new word-of-mouth is
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
you can be your authentic self
8
you have an advantage
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 9
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing OBJECTIVES and GOALS 1
2
10
an agenda and framework for marketing that works
1
get measurable RESULTS 3 get measurable RESULTS
run CAMPAIGNS on the CHANNELS that matter 2 run CAMPAIGNS on the CHANNELS that matter
© 2013 11
OBJECTIVES marketing
•reach new customers
•drive repeat business
•nurture leads
•engage members and advocates
•increase donations
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 12
GOALS get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 13
ONE AT A TIME try to think about just
what action would people take?
can you measure it?
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
fill seats
on a
Sunday
night
© 2013
3
set marketing GOALS and OBJECTIVES
14
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 2013 15
CAMPAIGN? what is a
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH {content}
PULL {response}
© 2013 16
CAMPAIGNS types of
discussion
information
sharing
event invites +
updates
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +
promotions
build your
network fundraising
© 2013 17
WHICH CHANNELS MATTER? • depends on your audience
and what you want them to do
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 18
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIAL you have to use both
amplify
your email
drive traffic back to
your list, email, etc.
© 2013 19
NOW, LATER OR NEVER three little words that rule your world
• who is it “from?”
• what’s the “subject?”
• when do you send your communication?
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
SUBJECT OR HEADLINE winning the battle of priorities
SECONDS WORDS TODAY
20
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
SUBJECT OR HEADLINE winning the battle of priorities
21
£5 free to be naughty…or nice? [Mexican 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 [not-for-profit event update]
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
WHEN TO SEND & POST WHEN TO SEND & POST • for social media
• 3-5 times a week to start with
• use automated tools to help
• for email • monthly is most common
• when are they likely to take the action
you want?
22
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES
23
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 2013 24
at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 25
RESULTS ARE MEASUREMENTS OF ACTIONS
click or
download
come to
the shop
or office
schedule
a session
call
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
donate
© 2013 26
TOOLS YOU NEED Email marketing is hard to beat
• lots of physical,
measurable
response
• easy to brand with
colors + logos
• helps to measure
and monetise social
media
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 27
TOOLS TO EXPAND YOUR REACH • Simple Share tool
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 28
TOOLS TO EXPAND YOUR REACH • social media buttons
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 29
TOOLS TO BUILD YOUR LIST – OFFLINE
•at the till
•with the bill at end of the
meal
•on registration forms
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 30
TOOLS TO BUILD YOUR LIST – ONLINE • Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 31
TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™ from Constant Contact
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 32
THIS IS EASY. REALLY. low cost tools save you time & energy
monitor
+
schedule
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 33
BE YOURSELF.
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 34
BE YOURSELF.
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 35
BE YOURSELF.
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 36
BE YOURSELF.
INTRODUCTION GOALS +
OBJECTIVES CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013 38
Q&A
UK freephone:
0808 234 9315
want more help?
CALL A COACH
(AND PLEASE TAKE A MOMENT
TO FILL OUT YOUR FORM!)
facebook.com/smallbizmarketingmentor
@tamsinfd
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