Social Media Marketing 5 Web Seminars - Learn the Basics

Transcription

1 Easy & Effective For Restaurants, Cafe, Clubs and Bars with Ken Burgin 1 Ken Burgin Caffe Troppo Casual cafe / brasserie Paganini Italian restaurant Cha Cha Grill Fast food service Training Workshops Starting a Cafe or Restaurant Marketing and Management Trade Shows and Associations Industry Tours Chicago and Paris 2 Management & Marketing Tools and Resources 3 Member s Website s of Downloads, Training & Resources

2 Social Media Marketing 5 Web Seminars Action Series Easy & Effective 10 Free Online Promotional Tools 5 1 Protecting Your Online Reputation Facebook Marketing Essentials Boost Your Website s Power & Popularity 5 10 Free Online Promotional Tools We'll take questions at the end - use the question box in your webinar control panel This is technology! If there's a problem please go back to your , click the link and start again. Webinar slides available for download Activities / action checklist available at the end Online webinar recording available for review Resources and links on Articles and follow-up learning tools at 6 Today s Overview... Easy & Effective Manage the Tasks and Action Steps Best Tools and Resources 5 1 Creating Great Content List Building: , Facebook, Twitter and more Designing an Successful Campaign 7 Why? Still Relevant: Reach: unlimited distribution, infinitely scalable Cost effective: fast, flexible campaigns Integration with other marketing - direct links to news / promos Personal: The inbox is still personal and usually private Control: You control campaign timing Value: A growing list adds value to your business 8

3 Why? Direct Access: Highly Targeted: dynamic, personalised content Highly Effective: with 30+ age group and professionals Test conversion rates: from prospect to customer in a few clicks Test and Refine: optimise results through continuous improvement Immediate: shorter lead times fast access to your audience Measurable: greater insight into customer behaviour 9 Why? But... Competiton: busy inboxes Spam: filters stop 20%, the SPAM act, some users click the spam button Address Decay: 25-30% of addresses on your list die each year Mobile Competition: short attention span, must compete with SMS Call to action: needs to be very relevant and compelling Variety: so many different factors to consider 10 Easy & Effective 5 1 List Building: , Facebook, Twitter and more 11 Always Be List-building! mobile # Business cards Facebook Fans Check-ins Twitter followers Subscribe Link Feedback Forms Website inquiries The more options you give people for contacting you, the more they will... incentives & bribes Pass the list... Suppliers It s a KPI! 12

4 Always Be List-building! 13 Always Be List-building! Promotional signatures encourage opt-ins 1 Always Be List-building! 15 Always Be List-building! Opt-in + incentives work best: Your segments could be: Wedding Jazz Lovers Beer Functions Football fans etc 16

5 Always Be List-building! list-building is a mindset... What s your Incentive? Recipes Party Guide Wedding Tips Coupon Tourist Info 17 Easy & Effective 5 1 Design a Successful Campaign 18 Successful Campaigns Types of Campaign: Welcome aboard: warm response + links (often forgotten) Follow up Marketing: sequence of s, auto-responder system create once and automate Event-specific: promote bookings, relationship building News and Views: regular updates news, events, photos, videos Insider offers: promotions, coupons, time-sensitive offers 19 Successful Campaigns Build a campaign A Z: Planning: objectives, audience, message eg promote wedding sales Structure: how many s, frequency, send to which list Event related: plan your calendar in advance Content: news, events, pictures, personalised Call to action: needs to be relevant and compelling Landing Page: has a big impact on conversion 20

6 Newsletter Anatomy < From line < Subject line < View online link < Social media links < Compact header Headline > Main content. article intro & link > < Side Bar with links Promotion + link > < Image < from details < Unsubscribe link 21 Successful Campaigns Know the Terms Opt-in - Double Opt-in, Single Opt-in Opt-out Anchor text Open rate Click-through rate (CTR) Response rate blast Spam Bounce ( & bounce rate) Split testing A/B split testing Landing page URL (Universal Resource Locator) Links (hyperlinks) 22 Newsletter Woes 23 2

7 25 Newsletter Woes Hillside Club July Newsletter BABBA!! This Saturday night and they are AMAZING! Going OFF! CashPot lucky draw this TUESDAY - WIN $80!! BARISTA MADNESS - rocks the cafe every morning before 11am! $10 Steak Night every Tuesday & Wednesday! BRIDAL FAIR - August 15th for the second best day of your life. Girls - this one s a winner! BOOKED for XMAS YET? Don t Miss Out! Your newsletter: does anyone read this stuff?? WINTER POT ROAST: Tasmania on a plate - an unforgettable experience! FOOTY FRIDAY!!! Join Mutt, Biff and the Boyz for fun in the main bar - BE THERE! 26 Hillside Club July BABBA!! This Saturday night Going OFF! CashPot lucky BARISTA MADNESS - $10 Steak Night BRIDAL FAIR - August 15th the second best day of your life. Girls - this one s a winner! BOOKED for XMAS YET? WINTER POT ROAST: FOOTY FRIDAY!!! Join Mutt, Better >> real people real news more links less hype Hillside Club July Newsletter CanTeen: meet 3 brave local kids and the volunteers who help them - learn more Chef Aaron s Masterchef Class - check this week s recipe and winners Baristas at your service: every day from 8am for the best coffee in town $10 Steak Night - meet the farmers on Tuesday night! BRIDAL FAIR - August 15th plan for the very best day of your life - see the full list of who s coming along Jazz & Cocktails on the Terrace July 15th - can you identify this month s mystery guitarist on our Facebook Page? Customer of the Month is Terri - she did amazing things as a nurse in Cambodia! 27 28

8 Campaign Integration Online advantages You can see how many people clicked a link great for checking content popularity 29 Click-through Rates: 30 Campaign Integration Multi-Channel Marketing Newsletter: interesting, relevant to your target, teaser / intro copy Facebook: links > FB from newsletter, and from FB > newsletter Website Landing Page: relevant content connection to a web page Blog Updates: add a new angle or photos that relates news - link to it from the newsletter Twitter: highlight or interesting snippet + link to page version 31 Newsletter: Twitter post: 32

9 33 Campaign Smarts Don t Send everything to everyone Spam Focus only on yourself Purchase lists Think of as a silo Make unsubscribing difficult Just add new subscribers to your regular campaign Do Segment and target Provide value to people who have opted in Focus on the recipient Build your own list Integrate with your entire marketing mix Let them go and offer other means to stay in touch Make new subscribers feel welcome 3 Easy & Effective 5 1 Creating Great Content 35 Campaign Copywriting Subject Lines: remember K.I.S.S. Not Flashy or Pushy > Simple, clear & concise to describe the subject of your > Like the headline in a newspaper - demands attention Write from the point of you WII-FM Not: We have best function space on the coast Better: Look at the new ways you can celebrate with your friends Build a relationship: friendly, personal, relevant content, ongoing continuity to the relationship 36

10 Campaign Copywriting Be Concise: Short sentences, brief paragraphs, bullet points, sub-headers, create pictures with words, get to the point! Can I understand the message in 5 seconds? Call to Action: Make it clear what you want them to do eg Book Now, Watch the Video, Download the Menu etc. Make it stand out. Repeat it at the bottom - in the PS? Edit and re-edit - check spelling! Use action oriented language, bold, italics, hyperlinks 37 Campaign Copywriting Use this Hospitality article: Remember OPC: other people s content 38 Campaign Copywriting 39 Campaign Copywriting 0

11 Campaign Copywriting 1 Campaign Copywriting 2 3

12 Content for Your Audience Team Events New team member Awards Promotions Celebrations Venue Events New Menu item Upcoming gigs Special meals, Birthday Parties Friends on Fridays > Use the Hospitality Promotions Calendar 8

13 Easy & Effective Best Tools and Resources Use an Service Constant Contact Aweber MailChimp and more (Don t use Outlook!) Plus: Surveys, booking services, photos galleries Opt-in tools - sign up forms Mailing list management List segmentation Auto-responders Spam compliant templates and design campaign tracking Surveys & social media links 50 Use an Template 51 Use an Service 52

14 Easy & Effective Manage the Tasks and Action Steps Manage Tasks & Action Steps Who s doing all this?? Who does what?? 5 Manage Tasks & Action Steps Create a swipe file + content gathering system - a job for the team Plan your marketing calendar Outline your marketing campaigns Sign up for an service Create an Activities Checklist Create multiple opt-in pathways 55 Manage Tasks & Action Steps Create an Activities Checklist Design your newsletter / campaign templates Develop copywriting resources ideas, people, content Create multi-channel components (Social Media, Website, YouTube, Blog, etc) Update landing pages 56

15 Don t forget - Masterclass + Q&A same time this Friday! Easy & Effective Manage the Tasks and Action Steps Best Tools and Resources 5 1 Creating Great Content List Building: , Facebook, Twitter and more Designing an Successful Campaign 57 Social Media Marketing 5 Web Seminars Action Series Easy & Effective 10 Free Online Promotional Tools 5 1 Protecting Your Online Reputation Facebook Marketing Essentials Boost Your Website s Power & Popularity 58 59