Marketing Best Practices Hints & Tips Leveraging Social Media. Copyright 2011 Constant Contact, Inc.

Transcription

1 Marketing Best Practices Hints & Tips Leveraging Social Media Copyright 2011 Constant Contact, Inc.

2 Thank you for attending today s workshop! Ask plenty of questions remember to introduce yourself Take tons of notes but don t worry about the slides Seminar helpful? Additional Resources

3 Copyright 2010 Constant Contact, Inc. Who are you Marketing to? 1. Age? 2. Interests? 3. What do you have that they need? 4. What gives you an edge on your competition? 5. Are you providing useful information that your customers will want to keep? 6. Where are you customers; gathering, networking, receiving their news and information?

4 is word-of-mouth on steroids.

5 The Allure of New Business Marketing Focus Opportunity Businesses tend to focus on acquisition Find Convert Keep Find Convert Keep Revenue and profit are generated by repeat customers

6 Leverage Relationships to Inspire Engagement Raving Fans Customers Prospects Suspects Disinterested

7 Why ? Because almost everyone your business needs to reach is engaging there: More than 90% of Internet users between 18 and 72 said they send and receive , making it the top online activity Boomers (folks born from ), spend more on tech than anyone. They spent an average $850 for their latest home computer $50 more than any other group Sources: 1 Pew Internet & American Life Project, Forrester Research Group, 2011 Appeal to your customer s interest NOT their age! Copyright 2010 Constant Contact, Inc.

8 Marketing with an service is. Targeted Professional Engaging Branded Measurable Affordable Builds Relationships Viral propensity

9 Copyright 2011 Constant Contact, Inc. Marketing Is Not Junk Unsolicited and unwanted from an unknown sender Dubious opt-out (if any)

10 Consumers Define Spam Copyright 2011 Constant Contact, Inc.

11 Service vs. Outlook

12 Using an Service Provider marketing services automate best practices One to Many Branding Easy Templates Tracking Manage lists

13 Spotlight: Dr. Gruning Eyecare Dr. Gruning Eyecare List Size: 1703 Open Rate: 28% Location: Santa Monica, CA Customer Since: Nov 2008 Event notification created new clients First was success

14 Marketing Tips: List Building & Permission

15 Permission What is It? Explicit: Opt in from your website or storefront Join our mailing list Single vs. Double Opt-in Implicit: Requests for information / registration forms, existing customer relationship Note: Always make sure to ask for permission when collecting information

16 Build Your List Where You Connect Incoming or Outgoing Calls Events and Meetings Signature Place of Business Guest Book Online Presence K Smitheen Customer & Prospect Database 57% of consumers will fill out a card to receive alerts when asked to by a clerk at a local small business. Source: Transact Media Group Copyright 2011 Constant Contact, Inc.

17 Join My List on Facebook and Twitter Copyright 2011 Constant Contact, Inc.

18 Tools Constant Contact Quickview 3 & Contact Capture Tool Monthly Brownie News Recipes Brownies for Dogs Manage contacts & lists, compose and schedule newsletters, post links to Twitter & Facebook and view the results of sent newsletters!

19 WEBSITE: List Building Tools -Join My List Join our list E-newsletter archive Home Gifts About Us Recipes Brownies Make You Happy! Did you know that brownies make you happy? Surveys say that when we eat brownies they tend to smile more, laugh harder and sometimes do a funny little dance. Send some happiness to someone today. Click here to view our Intensify Happiness brownie buckets. Know someone who is having a Bad Day? A Bad Day can be made into a Good Day by simply sending some brownie happiness in a bucket. Our brownies are guaranteed to turn that frown upside down! B I R T H D A Y? Surprise them with a Party in a Brownie Bucket! click here for details ORDER NOW

20 List Building Tools Forward to a Friend

21 pointing your customer in the right direction

22 Copyright 2011 Constant Contact, Inc. Keeping Your List Current: Subscription Reminder Include your logo and brand identity Provide a link so subscribers can update contact info Ask for feedback 1/3 of your list will change every year!

23 Targeting and Segmentation

24 Collecting Information and Permission (JMML Form) Include your logo and brand identity Describe your content and how often you ll be sending Ask about your customers interests to stay relevant Ask for additional contact information when necessary C o n s i d e r a s k i n g f o r y o u r a u d i e n c e s p r e f e r r e d s o c i a l n e t w o r k. Copyright 2011 Constant Contact, Inc.

25 Sending a Welcome Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferences Copyright 2011 Constant Contact, Inc.

26 Using a Permission Reminder Copyright 2011 Constant Contact, Inc.

27 Format and Frequency

28 Branding s Consistently Use different formats and similar designs Include your logo Use consistent colors Use meaningful graphics Avoid drastic changes Copyright 2011 Constant Contact, Inc.

29 ColorCop.net ColorCop.net a free multi-purpose color picker Already built into Macs DigitalColor Meter

30 ColorSchemer.com ColorSchemer.com a free online color matching tool

31 Frequency & Delivery How often to send Create a master schedule Include frequency in online sign-up Monthly Newsletter Coordinate timing for maximum impact When to send When is your audience most likely to read it? Day of week (Tuesday, Wednesday) Time of day (10am to 3pm) What s your secret sauce recipe? Maximum impact with minimum intrusion

32 Content: messaging that s meaningful to your customer Focus on content: it s not about you, it s about what you know You re the EXPERT-Share your expertise! Give Information away Use facts & testimonials Offer discounts & coupons Exclusivity & VIP status Hold contests & giveaways Give tips & advice Entertain & Inform!!

33 Copyright 2011 Constant Contact, Inc. Call Your Audience to Action Calls to Action Include Links to click on Information to print out Phone numbers to call Instructions for reading the Instructions for saving the Describe the Immediate Benefits What s in it for your audience? Why should they do it now?

34 From & Subject Lines

35 Copyright 2011 Constant Contact, Inc. Get Your Opened The From line Do I know you? Use a name your audience recognizes Goal: Get it Opened! Include your organization name or brand Refer to your business in the same way your audience does Be consistent 60% of consumers say the "from" line most often determines whether they open an or delete it. Source: DoubleClick

36 Copyright 2011 Constant Contact, Inc. Create a Great Subject Line The Subject Line Do I care? Keep it short and simple characters including spaces (5-8 words) You have 3 seconds or less Incorporate the immediate benefit of opening the Capitalize and punctuate carefully Avoid copying the techniques inherent in spam s. s with shorter subject lines significantly outperformed s with longer subject lines. - MailerMailer (2008) Make it compelling... Use story headlines for ideas... 30% of consumers say the subject" line most often determines whether they open an or delete it. Source: DoubleClick

37 Copyright 2011 Constant Contact, Inc. Avoid Spam-speak The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation!!!,??? Excessive use of click here $$, and other symbols No From: address Misleading subject lines Example: Typical spam From and Subject lines

38 Image Blocking Images must be enabled by most users.. Use image descriptions Enable click here Avoid image-only messages Copyright 2010 Constant Contact, Inc.

39 Social Sharing

40 Measuring Effectiveness: The Swinery The Swinery is a specialty butcher shop They sent an newsletter to 3,765 subscribers Received 816 opens (22%) But it was viewed an additional 485 times & liked by 181 readers Represents a 60% increase in reach

41 Constant Contact Learning Center

42 Making Social Simple

43 Take the Next Step + Social = Success, Guaranteed. Sign up for a free Marketing trial. Satisfaction guaranteed. Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your subscribers and social networks. Watch your business grow! Sign up today! or Call toll-free: Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts. constantcontact.com/learning-center Get a Social Media Quickstart! Get started building connections through social media marketing, today! socialquickstarter.com Copyright 2011 Constant Contact, Inc.

44 Contact Us! Dana Pethia Regional Development Director Pacific Northwest Upcoming Seminars Customer Support: Insight Provided by KnowHow Visit: Copyright 2011 Constant 59