new age marketing: member club digital marketing tips services/webinars/may15.pdf · new age...

New Age Marketing: Member Club Digital Marketing Tips

with

Randy Sikora

&

Lindsay Gallego

300% Return in 3 Weeks on Facebook

Why Facebook?

• It’s where parents are spending their time

• 1 in every 5 page views is Facebook

• Email open rates and Google ad click rates are down

• Sponsor posts

• FB first – then move on to others

Contagious Facebook Campaign

1. CONNECT with your audience

2. Spread your story with infectious CONTENT

3. Create a compelling CALL TO ACTION

Step 1: Connect with your Audience

• Align yourself with your customers FB experience

• Build an emotional connection that will pay off

• Customers may not be buying today, but when they do, you are their go-to brand

How to Connect With Your Audience

1. Define Your Customer:

– What is your customer interested in?

– Ask questions in your posts to find out

2. Define You: – Groom your image

– What emotions do you want to elicit?

3. Bridge the gap through paid posts

*Our customers are interested in health and are very busy

*Has nothing to do with gymnastics, but is useful and shows we understand them!

*Branded photo with unique hashtag

*We want health-conscious moms to know we “get them”

Step 2: Spread Your Story

• Connect with your audience with unique content

• People come to Facebook to detox from the day – they are NOT there to see what your selling!

• Why is content important?

– Boosts your visibility

– The building blocks of a strong relationship

What Makes Great Content?

• Authentically Native

• Respect the Flow

• Pick a Category

– Social, Entertainment or Utility

• Be Hip

Before You Post Ask…

• Is the text concise?

• Is it entertaining?

• Will it evoke emotion?

• Is the photo/video eye-catching?

• Is the call to action easy?

Concise- 3 lines of text

Cute, entertaining & thought provoking native video

Useful Information, asks a question

Evokes emotion, inspires engagement

Asks a question to boost engagement

Native, entertaining video

Text does not connect or encourage engagement

Photo is set vertically so will be cut off on mobile. Also there is too much information.

How NOT to Post Content

This is a flyer not originally intended for facebook

Step 3: Call to Action

• After every few posts about what’s valuable to your customer it’s time to post about what’s valuable to YOU!

• Ring the register time

• This will drive NEW customers to you

Call to Action – How does it work?

• Make a compelling offer that’s clear, concise and easy to understand – Something free or an add on

• Pay to reach your ideal audience

• Mobile Friendly – Short link that goes direct to a landing page

http://bit.ly/2WClassPass

– Branded photo or short video

– 2-3 lines MAX

– Time sensitive

Concise- 3 lines of text

Bright, clear image

Short link directing users to offer

Paid Call to Action Example

Concise- 3 lines of text

Bright, clear image

Short link directing users to offer

Paid Promotion Results

Perfect Post – Zero Results

Everything was done correctly in this post. However, we did not pay to promote it. There was no interaction on the post and only 357 people saw it.

When you put it together = Connect, Bridge, Call to Action!

Connect Bridge

Call to Action

Results Free 2 Week Class pass October 2014:

– Total spent: $320 – 78 leads – 10 new members – 1 week revenue: $773 (242% ROI) – 4 month cumulative revenue $4,777 (1,493% ROI)

Super Bowl promo: (1/2 off first month or ½ off a 2nd class for members):

– Total spent $300 – 11 leads – 4 new members – 1 week revenue: $254 (85% ROI) – 2 month cumulative revenue $1,056 (352% ROI)

Continued Learning

Books to Read: • Jab, Jab, Jab Right Hook – Gary Vaynerchuk • Contagious – Jonah Berger Apps we love: • Pic Monkey (Computer) • TitleFx (Mobile) • Infusionsoft (CRM) • Landing page generator (Google search)

Follow Us Facebook:

• Facebook.com/twistergymnastics

• Facebook.com/americantwisters

Contact Info:

• Lindsay: lindsay@twistergymnastics.com

Manager of Online/Social Media Marketing