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: [email protected]
Manager of Online/Social Media Marketing