grow your business with visuals 1.30.13_v2 (1)-md

© 2013

Grow Your BusinessGrow Your Businesswith Email & Social Mediawith Email & Social Mediasimple marketing strategysimple marketing strategy

for small business & nonprofitsfor small business & nonprofits

© 2013

Matt DavidsonMatt DavidsonOwnerOwnerLogo Dynamics

(804) 241-1152

[email protected]@logomd.com

https://www.facebook.com/#!/growyourbusinesswithcc

@LogoMatt@LogoMatt

© 20134

Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing

tools and free coaching.

Send personalized email newsletters and expand your audience with our list-building

tools.

Manage your events online: send invites,

create an event homepage, and

promote registration.

Turn fans into customers with coupons, downloads, and contest on Facebook

and get new likes and email sign-ups.

Reward loyal customers with shareable local deals

and capture contact info every time

you sell.

Get found by millions online and manage your business info across the web, all

from one place.

Transform your communications into conversations with online surveys and

polls.

Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey

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FacebookFacebook LinkedInLinkedIn InstagramInstagramTwitterTwitter PinterestPinterest YoutubeYoutube

INTRODUCTIINTRODUCTIONON

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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GOALS + OBJECTIVES


38%38%Source: Litmus, “Email Client Source: Litmus, “Email Client

Market Share,” April 2012Market Share,” April 2012Source: Litmus, “Email Client Source: Litmus, “Email Client

Market Share,” April 2012Market Share,” April 2012

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GOALS + OBJECTIVES


traditional marketingtraditional marketing

findfind

keep

convert

new marketingnew marketing

find

keepkeep

convert

MARKETING HAS CHANGEDMARKETING HAS CHANGED

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)

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ENGAGEMENTthe new word-of-mouth is


GOALS + OBJECTIVES


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you can be your you can be your authenticauthentic selfself

10

you have an advantageyou have an advantage


GOALS + OBJECTIVES


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ENOUGHis it


GOALS + OBJECTIVES


to just look good?

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at its core, marketing is abouteliciting a physical and measureable

RESPONSE


GOALS + OBJECTIVES


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EXERCISEEXERCISEStart here.Start here.

write down the framework for marketingwrite down the framework for marketing

set marketing GOALSGOALS and OBJECTIVESOBJECTIVES1

2 run CAMPAIGNSCAMPAIGNS on the CHANNELSCHANNELS that matter

get measurable RESULTSRESULTS3


GOALS + OBJECTIVES


© 2013

3

set marketing GOALS and OBJECTIVES1

2

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an agenda and framework for marketing that works

1

get measurable RESULTS3 get measurable RESULTS

run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter

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GOALSGOALSmarketingmarketing

•reach new customersreach new customers•drive repeat businessdrive repeat business

•nurture leadsnurture leads•engage members and advocatesengage members and advocates

• increase donationsincrease donations

INTRODUCTION

GOALS + GOALS + OBJECTIVESOBJECTIVES


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OBJECTIVESOBJECTIVESget more specific withget more specific with

drive drive donationsdonationsthis monththis month

drive drive donationsdonationsthis monththis month

deliver deliver content to content to tradeshow tradeshow

leadsleads

deliver deliver content to content to tradeshow tradeshow

leadsleads

fill seats fill seats on a on a

Sunday Sunday night night



INTRODUCTION



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ONE AT A TIMEONE AT A TIMEtry to think about justtry to think about just

what action would people take?what action would people take?can you measure it?can you measure it?

INTRODUCTION







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EXERCISEEXERCISEcapture your ideascapture your ideas

» write down at least one objectivewrite down at least one objective• you have space for three you have space for three

» consider this for each objective you consider this for each objective you wrote down…wrote down…• what does success look like?what does success look like?• be as specific as you canbe as specific as you can

INTRODUCTION



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set marketing GOALS and OBJECTIVES

23


1

get measurable RESULTS

2 run CAMPAIGNS on the CHANNELS that matter

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CAMPAIGN?CAMPAIGN?what is awhat is a

INTRODUCTION

GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

PUSHPUSH{content}{content}

PULLPULL{response}{response}

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CAMPAIGNSCAMPAIGNStypes oftypes of

discussiondiscussion

informationinformationsharingsharing

event invites +event invites +updatesupdates

INTRODUCTION


offers +offers +promotionspromotions

fundraisingfundraisingbuild your build your networknetwork

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WHAT DO I WRITE WHAT DO I WRITE ABOUTABOUT• what you know that they don’twhat you know that they don’t

• what you have access to that what you have access to that they don’tthey don’t

• ““original” isn’t required… just original” isn’t required… just be interesting and relevantbe interesting and relevant

INTRODUCTION


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HOW MUCH IS ENOUGHHOW MUCH IS ENOUGH

LESSLESSIS MORE.IS MORE.FOCUS.FOCUS.

38%38%

INTRODUCTION


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WHAT DO I WRITE WHAT DO I WRITE ABOUTABOUT

INTRODUCTION


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WHAT DO I WRITE ABOUTWHAT DO I WRITE ABOUT• repurpose + reuserepurpose + reuse

INTRODUCTION


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EXAMPLES OF EXAMPLES OF OFFERSOFFERS

discountsdiscounts downloadsdownloads

supportsupporta causea cause

eventeventinvitesinvites

hints + tipshints + tipsB2B servicesB2B services

INTRODUCTION


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GOT PICSGOT PICS??some channels thrive on visualssome channels thrive on visuals

INTRODUCTION


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post + post + video = video = 100% 100% more engagementmore engagement

GOT PICSGOT PICS??

post + post + picture = picture = 120% 120% more more

engagementengagementpost + post + photo album = photo album = 180% 180% more more

engagementengagement

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Source: Facebook, “Best Practices for your Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)Page and media strategy” (March 2012)Source: Facebook, “Best Practices for your Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)Page and media strategy” (March 2012)

38%38%

INTRODUCTION


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WHICH CHANNELS MATTER?WHICH CHANNELS MATTER?• depends on your audiencedepends on your audience

and what you want them to doand what you want them to do

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELSCHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELSCHANNELS RESULTS TOOLS SUMMARY

EMAIL + SOCIALEMAIL + SOCIALyou you havehave to use both to use both

amplifyamplifyyour emailyour email

amplifyamplifyyour emailyour email

drive traffic back to drive traffic back to your list, email, etc.your list, email, etc.drive traffic back to drive traffic back to your list, email, etc.your list, email, etc.

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» select 1 or 2 campaign types you might select 1 or 2 campaign types you might want to try (you can choose more later)want to try (you can choose more later)

» what might you write about and/or offer?what might you write about and/or offer?• what action would people take?what action would people take?

» which channels make sense for each?which channels make sense for each?• you can always change later, but decideyou can always change later, but decide

now which ones you want to trynow which ones you want to try

INTRODUCTION

GOALS + OBJECTIVES CAMPAIGNSCAMPAIGNS CHANNELSCHANNELS RESULTS TOOLS SUMMARY

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NOW, LATER OR NEVERNOW, LATER OR NEVERthree little words that rule your worldthree little words that rule your world

• who is it “from?”who is it “from?”• what’s the “subject?”what’s the “subject?”• when do you send your communication?when do you send your communication?

INTRODUCTION


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WHO IS IT FROM?WHO IS IT FROM?winning the battle of prioritieswinning the battle of priorities

how will you be most recognizable?how will you be most recognizable?

CAN-SPAM ActCAN-SPAM Actgo to go to www.business.ftc.govwww.business.ftc.gov and search “CAN-SPAM” and search “CAN-SPAM”

INTRODUCTION


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LOOK LIKE YOULOOK LIKE YOUbrand consistencybrand consistency

colorcop.netcolorcop.netsearch “Pixeur” search “Pixeur”

INTRODUCTION


DigitalColor MeterDigitalColor Meterinstalled on Macsinstalled on Macs

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LOOK GREATLOOK GREATbrand consistencybrand consistency

INTRODUCTION


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SUBJECT OR HEADLINESUBJECT OR HEADLINEwinning the battle of prioritieswinning the battle of priorities

22SECONDS22WORDS 22TODAY

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INTRODUCTION


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SUBJECT OR HEADLINESUBJECT OR HEADLINEwinning the battle of prioritieswinning the battle of priorities

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$5 free to be naughty…or nice? [burrito restaurant chain]

Low Cost + High Value = Good News [B2B marketing services provider]

Daily Alert – “Bunnies are Evil” [on-line t-shirt printer]

$5 for your thoughts? [survey request from pet goods retailer]

An Exclusive Look at Life on the Red Carpet [nonprofit event update]

INTRODUCTION


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» use the 2-2-2 principleuse the 2-2-2 principle• write a good subject line or headline for write a good subject line or headline for

each of your campaigns each of your campaigns

INTRODUCTION


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WHEN TO SEND & POSTWHEN TO SEND & POSTWHEN TO SEND & POSTWHEN TO SEND & POST• for for social media social media

• 3-5 times a week is plenty3-5 times a week is plenty• use automated tools to helpuse automated tools to help

• for for emailemail• monthly is most common monthly is most common • when are they likely to take the action when are they likely to take the action

you want?you want?

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INTRODUCTION


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1.1. divide your list into 3 divide your list into 3 groups of peoplegroups of people

2.2. select three days in the select three days in the week to testweek to test

3.3. send your e-mail, watch send your e-mail, watch for best responsefor best response

FIND FIND YOURYOUR BEST BEST DAYDAY

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INTRODUCTION


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FIND FIND YOURYOUR BEST BEST TIMETIME

45

INTRODUCTION


4.4. use same 3 groups use same 3 groups of peopleof people

5.5. select three times on select three times on the day with the best the day with the best resultsresults

6.6. send email at 3 send email at 3 different times of daydifferent times of day

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INTRODUCTION


WHEN TO SEND & POSTWHEN TO SEND & POST

best daybest day best timebest time

DO NOT BE ROMANCED BY A HIGHDO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE OPEN RATE – MEASURE ACTIONSACTIONS!!DO NOT BE ROMANCED BY A HIGHDO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE OPEN RATE – MEASURE ACTIONSACTIONS!!

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test it on test it on yourselfyourself!!

(and on your mobile device)(and on your mobile device)

PRACTICAL ADVICEPRACTICAL ADVICE

INTRODUCTION


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INTRODUCTION



» when will you send?when will you send?• write down three days and times you want write down three days and times you want to test for your emailsto test for your emails

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3

set marketing GOALS and OBJECTIVES

49


1

get measurable RESULTS

2 run CAMPAIGNS on the CHANNELS that matter

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at its core, marketing is abouteliciting a physical and measureable

RESPONSE

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTSRESULTS TOOLS SUMMARY

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RESULTS ARE MEASUREMENTS OF ACTIONSRESULTS ARE MEASUREMENTS OF ACTIONS

click orclick ordownloaddownload

come tocome tothe storethe storeor officeor office

scheduleschedulea sessiona session

donatedonate callcall

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTSRESULTS TOOLS SUMMARY

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TOOLS YOU NEEDTOOLS YOU NEEDEmail marketing is hard to beatEmail marketing is hard to beat

• lots of physical, lots of physical, measurable measurable response response

• easy to brand with easy to brand with colors + logoscolors + logos

• helps to measure helps to measure and monetize social and monetize social mediamedia

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLSTOOLS SUMMARY

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TOOLS TO EXPAND YOUR REACHTOOLS TO EXPAND YOUR REACH• Simple Share toolSimple Share tool

INTRODUCTION

GOALS + OBJECTIVES


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TOOLS TO EXPAND YOUR REACHTOOLS TO EXPAND YOUR REACH• social media buttonssocial media buttons

INTRODUCTION

GOALS + OBJECTIVES


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TOOLS TO BUILD YOUR LIST – OFFLINETOOLS TO BUILD YOUR LIST – OFFLINE

• at registerat register• with the check at end of with the check at end of the mealthe meal

• on registration formson registration forms

INTRODUCTION

GOALS + OBJECTIVES


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TOOLS TO BUILD YOUR LIST – ONLINETOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List Join My Mailing List (app for website, Facebook, etc)(app for website, Facebook, etc)

INTRODUCTION

GOALS + OBJECTIVES


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TOOLS TO BUILD YOUR LIST – APPSTOOLS TO BUILD YOUR LIST – APPS

Scan to JoinScan to Join™™from Constant Contactfrom Constant Contact

Text to JoinText to Join™™from Constant Contactfrom Constant Contact

INTRODUCTION

GOALS + OBJECTIVES


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THIS IS EASY. REALLY.THIS IS EASY. REALLY.low cost tools save you time & energylow cost tools save you time & energy

monitormonitor++

scheduleschedule

INTRODUCTION

GOALS + OBJECTIVES


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Q Q & & AAtoll-free:toll-free:

855-816-6508855-816-6508

toll-free:toll-free:

855-816-6508855-816-6508

want more help?want more help?

CALL A COACHCALL A COACHwant more help?want more help?

CALL A COACHCALL A COACH

(AND PLEASE TAKE A (AND PLEASE TAKE A MOMENT TO FILL OUT MOMENT TO FILL OUT YOUR FORM!)YOUR FORM!)

[email protected]@constantcontact.com

facebook.com/julniehofffacebook.com/julniehoff

twitter: @julieniehofftwitter: @julieniehoff