Grow Your Business with & Social Media simple marketing strategy for small business & nonprofits

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1 Grow Your Business with & Social Media simple marketing strategy for small business & nonprofits

2 Bonnie Kantor President, Pressing Issues, Inc. Constant Contact Authorized Local Expert facebook.com/pressingissuesweb

3 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey Send personalized 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 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. 3

4 Facebook LinkedIn Twitter Pinterest Instagram Youtube 4

5 38% Source: Litmus, Client Market Share, April

6 MARKETING HAS CHANGED traditional marketing find convert keep new marketing find convert keep Flip The Funnel: Retention is the New Acquisition -- Joe Jaffe 6

7 the new word-of-mouth is ENGAGEMENT 7

8 you have an advantage you can be your authentic self 8

9 is it ENOUGH to just look good? 9

10 at its core, marketing is about eliciting a physical and measureable RESPONSE 10

11 Start here. EXERCISE write down the framework for marketing 1 set marketing GOALS and 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 11

12 an agenda and framework for marketing that works 1 set marketing GOALS and 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 12

13 marketing GOALS reach new customers drive repeat business nurture leads engage members and advocates increase donations 13

14 get more specific with drive donations this month deliver content to tradeshow leads fill seats on a Sunday night 14

15 try to think about just ONE AT A TIME what action would people take? can you measure it? fill seats on a Sunday night 15

16 capture your ideas EXERCISE» 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 16

17 an agenda and framework for marketing that works 1 set marketing GOALS and 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 17

18 what is a CAMPAIGN? PUSH {content} PULL {response} 18

19 types of CAMPAIGNS discussion offers + promotions information sharing build your network event invites + updates fundraising 19

20 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 20

21 HOW MUCH IS ENOUGH LESS IS MORE. FOCUS. 38% 21

22 WHAT DO I WRITE ABOUT 22

23 WHAT DO I WRITE ABOUT repurpose + reuse 23

24 EXAMPLES OF OFFERS discounts downloads B2B services hints + tips event invites support a cause 24

25 GOT PICS? some channels thrive on visuals 25

26 GOT PICS? 38% 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) 26

27 WHICH CHANNELS MATTER? depends on your audience and what you want them to do 27

28 + SOCIAL you have to use both amplify your drive traffic back to your list, , etc. 28

29 capture your ideas EXERCISE» 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 29

30 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? 30

31 WHO IS IT FROM? winning the battle of priorities how will you be most recognizable? CAN-SPAM Act go to and search CAN-SPAM 31

32 LOOK LIKE YOU brand consistency DigitalColor Meter installed on Macs colorcop.net search Pixeur 32

33 LOOK GREAT brand consistency 33

34 SUBJECT OR HEADLINE winning the battle of priorities SECONDS WORDS TODAY 34

35 SUBJECT OR HEADLINE winning 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] 35

36 capture your ideas EXERCISE» use the principle write a good subject line or headline for each of your campaigns 36

37 WHEN TO SEND & POST for social media 3-5 times a week is plenty use automated tools to help for monthly is most common when are they likely to take the action you want? 37

38 FIND YOUR BEST DAY 1. divide your list into 3 groups of people 2. select three days in the week to test 3. send your , watch for best response 38

39 FIND YOUR BEST TIME 4. use same 3 groups of people 5. select three times on the day with the best results 6. send at 3 different times of day 39

40 WHEN TO SEND & POST best day best time 40

41 PRACTICAL 67% don t see images by default text links get more clicks than buttons place your logo left or center in include company name in text ADVICE 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) 41

42 EXERCISE capture your ideas» when will you send? write down three days and times you want to test for your s 42

43 an agenda and framework for marketing that works 1 set marketing GOALS and 2 run CAMPAIGNS on the CHANNELS that matter 3 get measurable RESULTS 43

44 at its core, marketing is about eliciting a physical and measureable RESPONSE 44

45 RESULTS ARE MEASUREMENTS OF ACTIONS click or download come to the store or office schedule a session donate call 45

46 TOOLS YOU NEED marketing is hard to beat lots of physical, measurable response easy to brand with colors + logos helps to measure and monetize social media 46

47 TOOLS TO EXPAND YOUR REACH Simple Share tool 47

48 TOOLS TO EXPAND YOUR REACH social media buttons 48

49 TOOLS TO BUILD YOUR LIST OFFLINE at register with the check at end of the meal on registration forms 49

50 TOOLS TO BUILD YOUR LIST ONLINE Join My Mailing List (app for website, Facebook, etc) 50

51 TOOLS TO BUILD YOUR LIST APPS Scan to Join from Constant Contact Text to Join from Constant Contact 51

52 CONSTANT CONTACT TOOLS

53 THIS IS EASY. REALLY. low cost tools save you time & energy monitor + schedule 53

54 BE YOURSELF. 54

55 Q & A want more help? CALL A COACH toll-free: facebook.com/pressingisuesweb 55

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