Engagement Marketing Corissa St.Laurent, Constant Contact

Transcription

1 Engagement Marketing Corissa St.Laurent, Constant Contact

2 & Social Media Differences Marketing Trust and Authority Personal, Relevant, Anticipated Top of Mind Awareness Social Media Marketing Two-way Conversation Humanizes Your Brand Facilitates Word of Mouth 2

3 & Social Media Similarities & Social Media Marketing Both are powerful ways to spread word-of-mouth Both are forms of permission marketing Both facilitate relationship building Both are channels used in engagement marketing 3

4 How Do You Attract New Customers? Word-of-Mouth 4

5 We Don t Trust Brands Like We Used To Source: Neilson Global Trust in Advertising Survey 5

6 Roles of Media Have Changed Paid Media Owned Media Earned Media Brand pays to leverage a channel Examples: TV Commercial Newspaper Ad Sponsorships Display Ads GroupOn(s) Catalyst to create awareness & feed owned media A channel controlled by the brand Examples: Website Blog List Facebook Page Twitter Account Assets to engage, build relationships & spark WoM The customer becomes the channel Examples: Forward Like ReTweet Check-in Stumble Listen, respond & engage to encourage continued advocacy 6

7 New Media Principle #1 You Have Limited Control Over Your Brand 7

8 The Value of Permission Why is this valuable? Permission = Consent Permission = Intent Permission = Anticipation Forms of Permission Opt-in with address Facebook Like Twitter Follow LinkedIn Connection 8

9 New Media Principle #2 Relationships Matter 9

10 Relationships Build Businesses We do business based on recommendations from people we know, like and trust We prefer to do business with people we know, like and trust 10

11 One Good Relationship Leads to Another Customers Friends You Fans Followers Prospects Friends 11

12 New Media Principle #3 You Must Provide a Great Customer Experience 12

13 AIDAS Marketing Model Awareness: attract the attention of the customer Interest: raise interest by emphasizing advantages & benefits Desire: convince prospect that you will satisfy their needs Action: lead customers towards taking action and/or purchasing Satisfaction: satisfy to create repeat customers and referrals 13

14 Build Your List Phone Calls Face-to-Face Guest Book Signature Digital Channels 2 Guests % of consumers will fill out a card to receive alerts when asked to by a clerk at a local small business. Customer & Prospect Database Source: Transact Media Group 14

15 Choose Your Social Media Sites Social Networks Content Sharing Reviews & Ratings Sites Location- Based Services Social Bookmarking The sites that your customers and members are using The sites that your partners & suppliers are using The sites that your competitors are using 15

16 Kick-start Social Media Following Announce your social media presence in your newsletter with a clear call-to-action Include social media sign up icons in every so subscribers can join you on your social sites Include standard links in every so subscribers can share your content 16

17 Create Valuable Content Promotional Discounts, coupons, offers, incentives, referral and loyalty programs Savings Relational Special privileges, acknowledgeme nt Knowledge Quality Informative Advice, articles, research, facts, opinions, tips, announcements 17

18 Vary Your Content & Use to Engage Information, tips, and practical advice Questions asked by your customers Start conversations and continue them Ask questions Offer specials and exclusive deals Links to: Archived marketing newsletters Polls and surveys Event homepages and registration pages Blogs Websites Product or service reviews Videos, photos, podcasts 18

19 Share Valuable Content 19

20 Keep Content Concise & Conversational 20

21 Reuse Content 21

22 Review Activity & Keep It Going + ESP Tracking Code Interaction 22

23 Capitalize on Click-Throughs Audience interests Determine topics of interest 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 23

24 Interact With Positive Comments Positive comments are an opportunity to interact and help spread the message: 1. Comment back 2. Answer questions 3. Thank people (either publically or privately) 4. Share comments in other marketing channels (new content) 5. Possibly reward people who took the time to post a positive comment (offline) Source: Yelp aggregate rankings of businesses, September

25 Deal With Negative Comments Negative comments can happen: 1. Let your network know that you are addressing the issue Respond! Show that you are listening and respond positively, publically 2. Always reach out to the customer Pick up the phone if possible Use a private message, , or DM 3. Always seek to satisfy and delight, not defend 25

26 + Social = Better Results Faster List Growth 14.4% for + Social vs. 8.9% for those just using Larger Average List Size 53.0% larger for those using + Social Higher Click-through Rates 5.7% greater for those using + Social Source: Constant Contact; August

27 Questions? Corissa St. Laurent Development Director at Constant Contact, constantcontact.corissa Learn More About Constant Contact 27