Lisa sparks power of email marketing and social media marketing for small biz owners

The Power of Email Marketing and Social Media Marketing for Small Business Owners

Copyright © 2008 Constant Contact Inc.

Copyright © 2008 Constant Contact, Inc. 2

Housekeeping

Please:

Silence Cell Phones

Please Silence All Cell Phones

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“The Constant Contact Guide to Email Marketing”

by Eric Groves, Senior VP of Global Market Development, Constant Contact

■ Ask plenty of questions –remember to introduce yourself

■ Take tons of notes but don’t worry about the slides

■ Additional Resources

■ Share your feedback about today

■ Receive information about future events

■ Remember to network during breaks

CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 4

Thank you for attending today’s workshop


It Takes Relationships to Build a Business

Capture Leads

Build Relationships

Close Sales

Acquiring Customers

Time… Money… Energy… Effort… Trust

On average, it takes 7 touches for a sale to occur.

■ Some know and trust you, buy right away

■ Others research further, try it before they buy it

■ Some know someone who knows you and are likely to learn more before they act

■ Others show interest but don’t trust you

Some just have no interest…

Copyright © 2010 Constant Contact, Inc.


Strategic Thinking: The 5 Buckets

Super Fans

Customers Know of You Someday Never

Building Your List Using Social Media

Motivate Action when using Social Media

Why Motivate Followers/Fans to Give you their Email Address?

With email you can:

■ Control the frequency and length of content

■ Measure the effectiveness of the campaign

■ Segment your list for future follow-up

■ Deepen the relationship with your prospect/client

Build Your List Where You Connect

Customer & Prospect Database

57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.

Source: Transact Media Group

1

2 34

Incoming or Outgoing Calls

Eventsand Meetings

Email Signature

Place of BusinessGuest Book

5

Online Presence


Build Your List – Facebook Example #1


Build Your List – Facebook Ex ample #2


Build Your List – Twitter Example #1

Tweet your Join My Mailing List URL… often!


Consumers Define Spam

The Importance of Permission

Types of permission:

Explicit: Opt in from your website or fill out a card

■ “Join our mailing list”

■ Single vs. Double Opt-in

Implicit: Requests for information, existing relationship

Note: Always make sure

to ask for permission

when collecting

information


■ Include your logo and brand identity.

■ Describe your email content and how often you’ll be sending

■ Ask about your customers’ interests to stay relevant

■ Ask for additional contact information when necessary

Collecting Information and Permission


■ Include your logo and brand identity

■ Personalize your message

■ Reinforce permission and ability to change preferences

Sending a Welcome Email


Using a Permission Reminder


List-Building and Permission Checklist

Ask yourself as you build your list…

■ Are you collecting contact information at every customer touch point: both in-person and online?

■ Are you asking for permission as well as contact information?

■ Are you clearly describing your email frequency and content?

■ Are you sending a welcome email or a confirmation email?

■ Are you using permission and subscription reminders to

stay current?


Section 2: Inform

Creating Valuable Content

Determining what is valuable to your audience

Creating and reusing content for different audiences

Choosing an effective email format and selectingappropriate social media tools

Deciding what day and time to send


Keys to Content Development

Know Your Audience (The Influencers/The Talkers)

1. Survey Them

2. Create a Target Audience Profile• Likes/Dislikes• Sense of Humor• Lingo/terminology• Ways they refer to each other

3. Hang out where they hang out• Forums• Blogs• Newsletters• Twitter (Who are they following?)


Know Your Audience

Four Biggest Secrets to Powerful Content

1 Start with your customerWhat are their fears, needs, concerns?What do they talk to their colleagues about?What are their hot buttons? What gets them talking?

2 Find an emotional connection, not just a factual one.

3 Control the flow of communications. Focus on one message only to lead them to respond.

4 Always have an offer. What’s the incentive to respond now?


Coming Up With Valuable Social Media Content

What to include in your Facebook, Twitter and LinkedIn Updates

■ Don’t pitch

■ Share current and relevant information that leaves them wanting more

■ Share helpful hints and tips to built trust

■ Answer questions without selling

■ Have insight/opinions

■ Stay focused on keywords/SEO

Always provide value.


Always Provide Value

Instead of:

“Just met Warren Buffet at Economic Turnaround Summit.”

Try:

“Warren Buffet’s top three stock picks:

http://tinyurl.com/buffet3”


Build the Relationship with Cool Content

Keep a Content Folder


Build the Relationship with Cool Content

Google Reader

Depth vs. Frequency



Content Checklist

Ask yourself as you create email content…

■ Are you trying to promote, inform, or relate?

■ What is your audience interested in?

■ Is your email format branded and supportive of your message?

■ Is your email concise and does it include a strong call to action?

■ Does your content match your frequency and timing?

Ask yourself as you create social media content…

■ Are you trying to generate awareness, increase sales, or heighten loyalty?

■ Are you providing value to your audiences, reusing relevant information?


Frequency & Delivery Time

How often to send

■ Create a master schedule

■ Include frequency in online sign-up “Monthly Newsletter”

■ Keep content concise and relevant to planned frequency

When to send

■ When is your audience most likely to read it?

■ Day of week (Tuesday & Wednesday)

■ Time of day (10am to 3pm)

■ Test for timing

■ Divide your list into equal parts

■ Send at different times and compare results

Maximum impact with minimum intrusion


Frequency – Social Media

Daily

Graphic Courtesy of Jay Baer, http://www.convinceandconvert.com.

2 – 3 times/week

2 times/ week

Weekly/Monthly

http://www.convinceandconvert.com/


Developing the Relationship


They’re on Your List – Now What?


Text vs. Graphics


Building Relationships – Feedback


Content Resources

List of Article/Content Resources

-Copyblogger.com

-EzineArticles.com

-BluePenguinDevelopment.com

Filling the Sales Funnel

Email marketing helps you find FANS within the MASSES:

■ 7 Touches before sale occurs

■ Use email to continue upsell process

■ Retain happy customers for life with your personality. SHARE!

Marketing Funnel

The Masses

Customers

Fans

Low

Cost

$47 - $247

Thousands, Millions

Usually free

or low cost

Dedicated customers

who return over and

over to your business

email


Email Marketing – YOU: the missing link


Closing the Sale – Boulder Arts and Crafts

Problem: Needed to clear out excess inventory.

Solution: Sent 25% off discount email to list of 1600

Result: Within hours received $4,000 in sales


Closing the Sale – Fajita Grill

Problem: Wanted more customers in their restaurant

Solution: Sent email with coupons to list of 400

Result: 100 redeemed the coupon within a month (that’s a 25% coupon redemption rate!)

Note: They email coupons at 10 a.m. and will have a line outside the door of the restaurant at 11:30 a.m. with printed email coupons in hand!


Closing the Sale – Duck Tours

Problem: Grow interest in the tours year-round

Solution: Send targeted campaigns to groups such as schools, religious and community organizations

Result: 153% increase in revenue over a three year period


What next?

Just getting started?

■ Start building your list

■ Learn how to create an email

■ Sign up for a free trial

Ready to learn more?

■ Attend an in-depth seminar

■ Read “Constant Contact Guide to Email Marketing”

■ Visit the Constant Contact learning center

Want to expand your expertise?

■ Join Constant Contact’s online community

■ Sponsor a non-profit through Cares4Kids.com

ConstantContact.com


Twitter Case Study – Treats Truck


Keeping it all together


Additional Resources

■ Constant Contact Free TrialFree 60 day trial for up to 100 email addresses. Signup form for your website, 150+ templates, free technical support. www.constantcontact.com.

■ Local SeminarsConstant Contact’s Regional Development Director provides ongoing seminars on a variety of marketing topics. For more information on local seminars visit: www.local.constantcontact.com

■ Constant Contact Learning CenterFrom live and recorded webinars to daily live product tours, the Constant Contact Learning Center is the place to find all the resources you need get started or take your email marketing to the next level. www.constantcontact.com and click on Learning Center.

■ ConnectUp! User CommunityMeet others - like you - to share and gain insights on email marketing and other topics you care about. Read and post to the discussion boards on issues that matter to you.

■ Email Marketing Hints & TipsOur monthly email newsletter featuring email marketing insights from CEO Gail Goodman will help you create great campaigns, increase your open rates, build your list, and be the best email marketer you can be.


Constant Contact Cares 4 Kids

Who is eligible?Any organization that is a non-profit that provides educational mission to support children.

How do I get started?Visit the Cares4Kids program to get started at www.cares4kids.com.

The Constant Contact® Cares4Kids program assists community-based non-profit organizations that help children build the fundamental skills they need to succeed in their communities and in life. Cares4Kidsprogram recipients receive free use of a 10,000 list Constant Contact account for their organization.

www.cares4kids.com

http://www.cares4kids.com/

http://www.constantcontact.com/aka/docs/pdf/cares4kids_app_uw.pdf

http://www.constantcontact.com/aka/docs/pdf/cares4kids_app_ja.pdf


Thank You!

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Lisa sparks power of email marketing and social media marketing for small biz owners

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Transcript of Lisa sparks power of email marketing and social media marketing for small biz owners