Leveraging Social Marketing* to Propel Your Business · Social Marketing* to Propel Your Business....

Lynn Ruby

RubyMarketingSystems.com

480 836 8627

1/25/2018

[email protected] 1

LeveragingSocial Marketing*to Propel Your Business

Lynn Ruby


480 836 8627

1/25/2018

[email protected] 2

Lynn Ruby, CEO & Founder

Lynn Ruby


480 836 8627

1/25/2018

[email protected] 3

Lynn Ruby


480 836 8627

1/25/2018

[email protected] 4

Should your first impression be this: Or this?Every 24 Hours

2.5 Exabytes of Data are Produced

Equivalent to:

Northeastern University; The Radacati Group; Micro Focus

Lynn Ruby


480 836 8627

1/25/2018

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Should your first impression be this: Or this?530 Million Songs

Lynn Ruby


480 836 8627

1/25/2018

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Should your first impression be this: Or this?150 Million iPhones

Lynn Ruby


480 836 8627

1/25/2018

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Should your first impression be this: Or this?5 Million Laptops

Lynn Ruby


480 836 8627

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Should your first impression be this: Or this?90 Years of HD Video

Lynn Ruby


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Should your first impression be this: Or this?250,000 Libraries of Congress

Lynn Ruby


480 836 8627

1/25/2018

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EVERY

DAY

Lynn Ruby


480 836 8627

1/25/2018


EmailSocialMobile

Agenda

Lynn Ruby


480 836 8627

1/25/2018


Agenda

EmailSocialMobile

Lynn Ruby


480 836 8627

1/25/2018


Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com

Constant Contact Small Business Growth Survey

People read it

88% regularly check email on their

smartphones

91% of people check their email daily

Lynn Ruby


480 836 8627

1/25/2018


Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com

Constant Contact Small Business Growth Survey

Email is reliable

Email gets delivered

90+% of the time

(Facebook posts reach just 2% of

fans)

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Now, Later, Never

Lynn Ruby


480 836 8627

1/25/2018


16 Who sent it?How do people know you best?

Make your “from name” and “from email” recognizable.

And consistent across all platforms

Lynn Ruby


480 836 8627

1/25/2018


Source: Inwise

17

open an email based on the subject line.More than 1/3 of people

Lynn Ruby


480 836 8627

1/25/2018


Source: Litmus

30-40 characters max

6-10 words max; 4-7 has greatest response

Control “pre-header” text

Size matters.

Keep it short.

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Now, Later, Never

2SECONDS2WORDS2

TODAY

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Great Subject Lines = Email Opened

Top Appeal

5 ways you can . . .

Sense of Urgency

Last day for . . .

Personalize

You make change happen

Ask a Question

Can we count on your support today?

Holiday Tie-In

Celebrate Thanksgiving by

helping neighbors!

Stay “In the Know”

13 ways your team can earn x

Source: https://www.causevox.com/blog/fundraising-email-subject-lines/

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Finding Inspiration

Check the news!

Magazine headlines/covers

Look at what others are doing

Blog titles

Tweets with lots of engagement

‘Listicles’ that make you curiously click their headlines like:

– Buzzfeed

– Upworthy

– Mashable

Lynn Ruby


480 836 8627

1/25/2018


Monday Monday Monday Monday Thursday

Educational Organizations

Health & Social Services

Arts and CultureGovernment

AgenciesReligious

Organizations

When is it best to send emails?

4:00 am 5:00 am 6:00 am 5:00 pm 12:00 pm

Lynn Ruby


480 836 8627

1/25/2018


Mistake: Too much information

Average person spends 10-15

seconds on each email they open

Aim for 180 to 250 words at most for

your emails.

Source: Marketing Sherpa

Lynn Ruby


480 836 8627

1/25/2018


Mistake: Writing to please your English teacher.

• Not an annual report• Not an academic paper• Incomplete sentences – OK!• Fragments – OK!

Write the Way Your Audience

Speaks

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Which impression do you prefer?

Lynn Ruby


480 836 8627

1/25/2018


Limited sending

No formatting control

Susceptible to filters

No cohesive branding

Potential SPAM complaints

No tracking or reporting

Why regular email doesn’twork

Why regular emaildoesn’t work

Lynn Ruby


480 836 8627

1/25/2018


Email marketing

best practices that automatically:

Provide beautiful templates

Reinforce brand identity

Manage subscriptions

Ensure email delivery

Track results

Obey the law

Lynn Ruby


480 836 8627

1/25/2018


Agenda

EmailSocialMobile

Lynn Ruby


480 836 8627

1/25/2018


New Word of Mouth? Engagement

Lynn Ruby


480 836 8627

1/25/2018


78% say a company’s

social media posts influence their

purchases

73%are likely to buy

from a brand that responds

on social media

84%of social media users share to

show their support for a

cause

Impact of Social Media

Social Media Today; Classy.org

Lynn Ruby


480 836 8627

1/25/2018


Lynn Ruby


480 836 8627

1/25/2018


The Danger!

Lynn Ruby


480 836 8627

1/25/2018


The Danger!

“Without a STRATEGY

and without

INSIGHTFUL CONTENT,

you’re just hanging with the kids.”

Lynn Ruby


480 836 8627

1/25/2018


5 Step Strategy1. Goals – Why are you there?

2. Tactics – Specific action steps.

3. Prioritize - Highest value / least effort.

4. Assign – Who is responsible?

5. Analyze and adapt – a MUST!

BufferApp.com

Lynn Ruby


480 836 8627

1/25/2018


Essentialism: Greg McKeown

If it’s not a clear YES, it’s a clear NO.

Lynn Ruby


480 836 8627

1/25/2018


Lynn Ruby


480 836 8627

1/25/2018


Facebook Stats

2 Billion Monthly Users

More than 1 Billion Log In Every Day

Advertisers grew from 2 million to 3 million in the past year.

Average Person could see 300 – 600 posts / hour. Facebook will show you about 12 of them.

Lynn Ruby


480 836 8627

1/25/2018


Organic Reach

Lynn Ruby


480 836 8627

1/25/2018


Organic Reach 2017

Hovering at about 2%

Lynn Ruby


480 836 8627

1/25/2018


The Facts

Organic Reach will Eventually

Arrive at Zero

Lynn Ruby


480 836 8627

1/25/2018


Lynn Ruby


480 836 8627

1/25/2018


The Facts

In the Meantime,

There are Still Things

We Can Do

Lynn Ruby


480 836 8627

1/25/2018


8+ Ways to Create Content that Gets Noticed

1. Compelling Headlines – with content that delivers.

⬜ Headline Analyzer -coschedule.com/headline-analyzer

⬜ Emotional Marketing Value Headline Analyzer -http://www.aminstitute.com/headline/

Lynn Ruby


480 836 8627

1/25/2018


2. Emotional Words⬜ Happy Birthday (not Happy Anniversary)⬜ Celebrations! Congratulations!


Lynn Ruby


480 836 8627

1/25/2018


3. Live Video – Big visibility here!⬜ Talk about your products all you want. No ding!


Lynn Ruby


480 836 8627

1/25/2018


Facebook Quote

“Now that

more and more people are watching Live videos,we are considering Live Videos as a new content type—

different from normal videos—and learning how to rank them for people in News Feed. As a first step, we are making a

small update to News Feed so that

Facebook Live videos are more likely to appear higher in News Feed when those videos are

actually live,compared to after they are no longer live.”

Lynn Ruby


480 836 8627

1/25/2018


4. Not everyone likes video.⬜ Experiment with different types of content.

⬜ 5 Types of Content: Text, Links, Images, Video, Live Video

■ Discover what your audience prefers.


Lynn Ruby


480 836 8627

1/25/2018


8+ Ways

5. Post regularly.⬜ Recency is an important signal of

relevancy.

6. Use Audience Optimization⬜ Describe your ideal target audience.

Lynn Ruby


480 836 8627

1/25/2018


8+ Ways

7. Repurpose Content . . .⬜ Into different post types (text, image, video)

⬜ As links from different sites (webpage, Twitter, Pinterest, LinkedIn, etc.)

8. Curate Content⬜ Share 3rd Party Content

⬜ Guest Blog

Lynn Ruby


480 836 8627

1/25/2018


8+ Ways

9. Follow and Watch Others . . .⬜ Your Competitors

⬜ Industry Influencers

⬜ Businesses with a Similar Audience

⬜ Others Who Do Facebook Well

⬜ And Model Them

Lynn Ruby


480 836 8627

1/25/2018


4 Things to Never Do

1. “Please Comment” “Please Share” etc.⬜ Negative keywords Facebook is tracking.

2. An Organic Pitch⬜ Anything for sale. Even if it’s free.

3. Posting the same link rapidly in succession.

4. Assume that what worked 6 months ago will work today.

Lynn Ruby


480 836 8627

1/25/2018


Agenda

EmailSocialMobile

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?What is the #1 App on Cell Phones?

More than half of all emails are opened on a mobile device

A: Email

More people own a cell phonethan own a toothbrush!

Source: Litmus

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Mobile First

Jonathan Barnard

Head of Forecasting

Zenith Media

Consumption Forecasts

“70% of

internet use

is now on a

mobile.”

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Mobile First

20182014 2016

Lynn Ruby


480 836 8627

1/25/2018


Is my website mobile friendly?

Mobile Friendly Test

Lynn Ruby


480 836 8627

1/25/2018


59

Communicate through Images

Avoid copyright issues Use your own photos

Lynn Ruby


480 836 8627

1/25/2018


Micro-Interactions

Micro

Interactions

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Cool Tool

Canva.com

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?Cool Tools

Copyright Free Photos:Pexels.comUnsplash.comMorgueFile.com

Emojis & Their Meaning:Emojipedia.org

Lynn Ruby


480 836 8627

1/25/2018



SimplyMeasured.com

Resources Free Tools

Lynn Ruby


480 836 8627

1/25/2018



Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?250,000 Libraries of Congress

Lynn Ruby


480 836 8627

1/25/2018


Should your first impression be this: Or this?

Strategy

Give Value

Build Relationships

Lynn Ruby


480 836 8627

1/25/2018


Lynn Ruby

Q & A

Leveraging Social Marketing* to Propel Your Business · Social Marketing* to Propel Your Business....

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