automate your marketing
TRANSCRIPT
WE COACH THE PROS Automate your marketing!
Check In Online! #wecoachthepros
Facebook: WeCoachTheProsFacebook: WeCoachTheProsLinkedIn: WeCoachTheProsLinkedIn: WeCoachTheProsTwitter: WeCoachTheProsTwitter: WeCoachThePros
"We provide motivated small to mid size companies money making processes.
So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”
Sandra Flores832-915-0706
© Constant Contact 2015
Automate Your MarketingPlanning ahead to convert and keep
Par-ti-ci-pate
BE A MARKETERAll it takes is Constant
Contact® #BeaMarketer
Marketing has changed.
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1. Marketing for today
Marketing then.
Marketing now.
FindConvertConvertKeep
You receive...
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Automation tools are good for you and them
Your customers receive...
Clicks & downloadsBring visitors to the doorPrompt reservationsEncourage calls
Coupons & discountsVideos, guides, e-
books
Support & assistance
Information & tips
91% of people check their email daily
Source: Litmus
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82% sign up for
email on brand
websitesSource: Litmus
72% sign up
expecting discounts
Source: .slideshare.net/bluehornetemail
$44.25 average return for every $1 spent on email marketing
Source: salesforce.com/blog/2013/07
3x higherconversion rate
than social mediaSource: forbes.com/sites/mckinsey
Email marketing:
Glossary
Glossary of termsAutoresponder
Any kind of pre-designed automated email Date-based triggers
Automated emails that send on a birthday/annual date. Contact
An existing email address you already have Subscriber
A brand new email address you didn’t have beforeCampaigns
Your email marketing message(s) or promotion(s) 8
Agenda
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1.What is an automation campaign?2.How do you know if you should use
one?3.How to use it the right way4.Next steps
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Automation campaigns can help send what you wish you had the time to send.
1. What is an automation campaign?
1. What is an automation campaign?
Autoresponder
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Welcome!
Autoresponder works while you do.
How does it work?
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1. What is an automation campaign?
Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) or you manually add them to a listA birthday email can be sent in advance of one’s special day
A special message can be sent in advance of milestone date
In a series, previous email sent triggers next in queue
When a contact is added to a list
Birthday event
Anniversary event
Previous email
Actions that trigger emails to send messages to new subscribers:
1. What is an automation campaign?
Automation
List Join Triggers
Welcome Emails
Autoresponder Date Based
AnniversaryBirthday
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1. What is an automation campaign?
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Date-based automation
List Join automation
Series of messages sent to new subscribers
Messages initiate when prospects join
mailing list Triggered by subscription
One message sent to existing customers Messages initiate on
special dates/occasions
Triggered by data in contact record
Created in advance for marketing Short, sweet & evergreenContains onecall-to-action
EmailWebsite
Social Media
Make a lasting impression. Every time.
Offer an incentive to join your mailing list – then make it easy
1. What is an automation campaign?
They subscribe!Autoresponder
delivers incentive immediately
Subscriber takes action by
redeeming coupon
Agenda
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1.What is an automation campaign?2.How do you know if you should use
one?3.How to use it the right way4.Next steps5.How to grow your list
2. How do you know if you should use one?
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2. How do you know if you should use one?
If you answer ‘yes’ to any of these questions…Autoresponder may be right for you
Do you send the same introductory information over & over?Do you neglect to send information to new subscribers?Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately?Do you have specialized sub-audiences with varying interests?Do you want to celebrate customers’ birthdays?Do you want to send annual reminders?
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2. How do you know if you should use one?
60%
Source: Fleishman-Hillard ChiefMarketer.com
higher open rates reported when new subscribers received Welcome Email
89%
of consumers turn to search engines to research products or services before purchasing
Use Automation Campaigns.
Agenda
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1.What is an automation campaign?2.How do you know if you should use
one?3.How to use it the right way
a.Identify the goal of an autoresponder series
b.Segment contact list c.Use evergreen contentd.Determine the timing
4.Next steps5.How to grow your list
3. How to use it the right way
Identify the goal. Strategize.
3a. Identify the goal of an autoresponder series
A B
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3b. Segmentation
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Segment lists by your audience’s interests
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Event Announcement s
Free Shipping
Special Offers and Discounts
Free Shipping
Free Shipping
New Product Announcements
Event Announcement s
Pr o ject G uides, Blogs
G ene r alized I nt e r est
Special Offers and Discounts
Free Shipping
Special Offers and Discounts
G en er alized I nt e r est
New Product Announcements
G e ner a lized I n t er es t
Pr ojec t G u ides, Blogs
New!Regular customers or donors
VIPs
Segmentation and targeting...
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2. Make what you have work for you
Seasonal customers or supporters
Dog Owners
Cat Owners
Bird Owners
More Segmentation by interests or demographics
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2. Know your audience, and when to send
3c. Use evergreen content
Identify what you can offer - you have plenty
Record a video series via
smartphone
Coupons, promo codes, consultations
or gifts
A special recipe
Highlight products, services, employees
with imagesShare a collage of
photos Link to an
informative blog post
Access to an e-book, webinar or
podcastA handout, cheat-sheet or How-To
guide
Tell your story in installments
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Make it timeless. Make it evergreen.
It is timeless, it never expires
It includes goal-driven calls-to-
actionIt’s short & sweet; informative, useful
& timely
Make it your best content.
3. Timing Best Practices
Scheduling your messages.
Weekly?Monthly? Bi-
weekly?Occasionally?
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4. How others use automation tools
B2BWhatever you do…don’t forget The Welcome Email!
B2C Non-profit
S M T W T F S1 2 3 4 5
6 7Regular
Newsletter
8 9 10 11Spring Patterns
Promotion - $3.99/2 patterns
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13 14 15 16 17 18 19
20 21Subscribed:
Welcome Email 2 free patterns
22 Share social
media networks: YouTube, Facebook, Pinterest,
Instagram & Our Company Story
23LJ Partners
Reseller Program & Links & Sew
Powerful Charity Foundation -
Zambia
24Introduction to Pixie Packs & Pixie Perks
Rewards Program
25“Buy 2 Get 1
Free" coupon for $3.99 patterns,
Promo Code: onetimegift
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27Regular
Newsletter
28 291 week follow-up
+ link to free tutorials
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3. Timing Best Practices
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Autoresponder Strategy Calendar – Liberty Jane Clothing – B2CNew Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/promotions
Autoresponder Series
S M T W T F S1 2
Regular Newsletter
3 4 5
6 7 8 9 10 11 12Subscriber joined today
13 14Learn How to Gain Contacts & What Content to Write
15 16 17 Subject Lines & Goal-Oriented Strategy
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20 21 22 Simple Messages + Integrating Email into Marketing Plan
23 24List Building Mastery Class Code
25 26
27 28Regular
Newsletter
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3. Timing Best Practices
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Autoresponder Strategy Calendar – Building Aspirations – B2BNew Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/promotions
Autoresponder Series
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3. How to use it the right way
Remind that they subscribed – provide clear way to unsubscribe
Tell them how many emails they can expect
Set email to send immediately after joining
Offer an attractive ‘Thank You’ offer in initial email
Neglect to remind them, neglect to include clear way to unsubscribe
Send a lot of info in one email they have to sift through
Forget to create this ‘evergreen’ immediate follow-up message!
Forget to introduce your brand with your colors, logo, from name & mission statement
Do these... Do not do these...
Agenda
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1.What is an automation campaign?2.How do you know if you should use
one?3.How to use it the right way4.Next steps5.How to grow your list
5. Next Steps
Next Steps
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1.Determine how automation could be used
2.Identify call-to-action goals3.Create segmented lists4.Use evergreen content 5.Determine the timing
5. Next Steps
1. Start with what you’ve got
• Growth takes time• Growth is an ongoing process• Efforts must be organized & consistent
• A combination of traditional and modern methods are most successful
Growing your list sounds complicated but it doesn’t have to be if you understand.
Gather up contacts
1. Start with what you’ve got
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Start with your database
Digitize business cards
Seek out networking
opportunities Ask fans/friends on Facebook to join
Establish an incentive to subscribe
Ask best customers
to join
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2. Make what you have work for you - USA
Cover all your basesOrganize database into listsSegment lists by customer interest - use external termsCreate sign up formAdd embeddable sign up form to website/blogSetup Text to Join keyword (US customers only)Set up QR Code Set up Facebook Join app Download iCapture app for iPad/tablet
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•Add a Join Mailing List button
•Add Social Share buttons for additional way to follow you
•Ask to share email on social or to forward to someone
Use a permanent footer.
SALONBELLA
Use Text-to-Join to collect contacts
SALONBELLA
Print advertising is not dead - it just
leads to the internet
Paper and pen still appeals to many.
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3. Collect more from everywhere you are
Clarify how to join your mailing list online
Facebook Business Page Twitter Instagram bio
LinkedIn Website/Blog Photo/Project Sharing site
Online Listings (YellowPages,
Yelp!...) Periscope Pinterest bio
Ask. Wherever you are.
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3. Collect more from everywhere you are
Explain the benefits of subscribing & provide signup form Include Sign-up Form URL in online listings in “about/menu”Install a Sign-up Form App to FBCreate fun posts with a request to subscribe –try using images alsoInclude a Sign-up form URL in profile bioCreate a beautiful image detailing how to subscribe – include link in comment
Website/Blog
Online ListingsFacebook Business PageSocial media platformsInstagram
Bio pages Include a Sign-up form URL in profile bios to gather most interested subscribers
Not sure what to offer as incentives?
3. Collect more from everywhere you are
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Gift, swag Percentage off Special Offer Code
E-book, whitepaper, guide
Exclusive Video Link On site service
If there’s one day people are excited about finding new businesses it’s small Business saturday. make sure you’re asking people to join your list when they come in for this special day.
www.constantcontact.com/learning-center
Participate in Small BusinessSaturday
Supercharge your Facebook list growth with a Facebook Ad. Add new fans and new subscribers by driving people to your Facebook sign-up form.
Buy a Facebook ad
www.constantcontact.com/learning-center
When appropriate let members of the same LinkedIn Groups know about your email list.
Learn more: New to LinkedIn? Find out how to get started!
Join a LinkedIn group
• tip: Find out how to run and participate i Tweet Chat.
n a
Tweet chats are a great way to boost engagement on Twitter. It can help you attract new followers and can give you a unique opportunity to grow your list.
Host a Tweet chat
Easily add a link to your sign- up form on your website and collect emails from people who visit your site. Give your sign- up form plenty of visibility by putting it on every page.
Add sign-upform to yourwebsite
Ask your current contacts why they enjoy your emails and then create a page on your website highlighting the biggest benefits of signing up.
Create a “reasons to sign-up”page
Don’t ask too many questions. You may miss chances to grow your email list. Keep your sign- up form short and simple. Only ask for the information that’s absolutely necessary. You can collect more information down the line.
www.constantcontact.com/learning-center
Keep your sign-up formshort
If someone enjoys what you have to say on your blog, there’s a good chance they’d want to see your updates in their inbox.
tip: Constant Contact customers using Wordpress can use our free Wordpress integration to create a sign-up form that adds email addresses directly to a Constant Contact email list. Find out how.
Add to yourblog
Writing for other blogs is a great way to get in front of a new audience. Include a link to your sign-up form in your author bio. If people like your post, they’ll want to get more information from you.
Guestblog
Join our list to learn more about what we have to offer!
Join our list to receive exclusive discounts!
Over 1,000 people have signed up to receive our emails each month. Sign up today!
Don’t miss a thing! Join our email list to get updates sent to your inbox once a week.
Test different calls-to-action and see how your audience responds.
www.constantcontact.com/learning-center
Test differentcalls to action
www.constantcontact.com/learning-center
Add a sign-up link to your next online survey. Let people share their feedback and join your email list.
Collect emails withan online survey
tip: If you want people to share your email, be sure to tell them directly, “Share this email.”
Sometimes, the best way to grow your list is to extend the reach of your emails. Add social share buttons to make it easy for people to share your emails on their social networks.
Add socialshare buttons to your email
Get more exposure for your email list byincluding a link in your regular emails.
Your emailsignature
With picMonkey, you can put text over images—a great way to ask people to join your list! Share your images on Facebook, Twitter, or hang them in your store.
Learn more: New to Picmonkey? Find out more.
Use PicMonkey
If people are interested in what you have to say, there’s a good chance they’ll be interested in what you write in your emails. Let people know you have a resource they can sign up to receive.
Book a speakingengagement
Look for ways to reward your customers and grow your email list in the process!
Start a loyalty program
Offer a couponon Facebook
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4. You’ve got the email address, now what?
79%
Source: Fleishman-Hillard
of consumers said they Like or follow brands for information about the company
89%
of consumers turn to search engines to research products or services before purchasing
Use Automation Campaigns
Next Steps
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1.Everything in its place2.Create segmented lists3.Collection methods ready &
functioning4.Create and schedule Welcome
Emails 5.Repeat
5. Next Steps
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•You really can do this!•One toolkit. One login.
76%
of people read email
on their phones
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3. Consider desktop & mobile
67%
of b2b workers view emails on their phone
64%
of key decision makers read emails on mobile
Source: 60secondmarketer.comSource: Marketing Sherpa
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Start where you areStart where you areAnd where your customers andrelationships are.
SAVE!
© Constant Contact 2015
All the channels that matter.Email. Mobile. Social.
Grow with Constant Contact
All the marketing campaigns you need together in one place.
$5/month for your first 3 months of Email
IF YOU BUY TODAY
This promotion (the "Promotion") ends tonight, after this seminar (the “Seminar”) at 11:59 p.m., local time (the "Promotion Period"). If eligible Constant Contact customers purchase the Email level product of Constant Contact during the Promotion Period, they will receive the Email level product at a discounted price of $5 per month for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are not currently a trialer or paying Constant Contact customer, (ii) attend the Seminar and receive this offer at the Seminar, and (iii) follow the link above and become a paying Constant Contact customer during the Promotion Period. After the first three months have ended, eligible participants will automatically be charged the current retail price for the Email level product unless they cancel their accounts. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions available at https://www.constantcontact.com/legal/terms.
Exclusive Offer for Today’s Attendees
My Upcoming Seminars & Training
www.WeCoachSalesPros.comThursday, December 8, 2016
6PM to 9PM Vision Board Workshop
WE COACH THE PROS
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"We provide motivated small to mid size companies money making processes.
So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”
Sandra Flores832-915-0706
71
Questions?