ellen williams from constant contact's webinar presentation. "what every small business...

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CUSTOMER ENGAGEMENT

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Ellen Williams

Regional Development DirectorConstant Contact, Inc.

edepasqualel@constantcontact.com

Facebook.com/CCNYMetroNorthEast

@Ellen_NY_CTCT

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Ideal Customers

● Who are they?

● Where are they?

● How do you reach and engage with them?

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Who are they?

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the 5 buckets

raving fans

customers &members prospects suspects

disinterested

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traditional marketing

find

keep

convert

new marketing

find

keep

convert

MARKETING HAS CHANGED

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

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Your customers’ friends are your next best

prospects.

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Where are they?

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42%Source: Litmus, “Email Client

Market Share,” April 2012

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1,000,000,000+active users500,000,000+daily users

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300,000,000+active users51%follow companies, brands orproducts on social networks

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81%of B-2-B marketers are using LinkedIn

33% | 52%Nonprofits and Associations using LinkedIn

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Facebook LinkedIn InstagramTwitter Pinterest Youtube

How do you reach and engage with them?

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2012 Neilson Global Trust in Advertising + Brand Messages

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ENGAGEMENTthe new word-of-mouth is

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● welcome campaign● goodwill outreach● offers, promotions, deals● announcements● invitations to events● fundraising and

membership drive

Reach and engagediscussion

informationsharing

event invites +updates

offers +promotions

fundraisingbuild your network

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WHAT DO I WRITE ABOUT● what you know that they don’t● what you have access to that

they don’t● “original” isn’t required… just

be interesting and relevant

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HOW MUCH IS ENOUGH

LESSIS MORE.FOCUS.

42%

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EMAIL IS HARD TO BEAT● lots of physical,

measurable response

● easy to brand with colors + logos

● helps to measure and monetize social media

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1. divide your list into 3 groups of people

2. select three days in the week to test

3. send your e-mail, watch for best response

FIND YOUR BEST DAY

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FIND YOUR BEST TIME

4. use same 3 groups of people

5. select three times on the day with the best results

6. send email at 3 different times of day

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WHEN TO SEND & POST

best day best time

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!

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PHYSICAL, MEASURABLE RESPONSE

click ordownload

come tothe storeor office

schedulea session

donate call

@Ellen_NY_CTCT

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● 35 - 67% of people don’t see images by default● text links get more clicks than buttons● place your logo left or center in email● include company name in text● key action must be above scroll line● do not give too many choices● make all images clickable (and with text labels)

PRACTICAL ADVICE

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WHEN TO SEND & POSTSEND & POST FREQUENCY● for social media

● 3-5 times a week is plenty● use automated tools to help

● for email● monthly is most common ● when are they likely to take action?

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relevantappropriate

qualified!

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SMALL5 likes 3 shares

4 comments2

11

3

2

41

6

21

3 3

is big!

Engagementhappens in

small doses.(and happens over time)

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YOU CAN DO THIS.AND YOU CAN START WITH A SMALL NETWORK

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Questions?

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Don’t miss our next Webinar:

● David Adler, CEO of BIZBASH will be speaking about EVENT MARKETING

● September 19th at 2pm (EST)

© 2013

Ellen Williams

Regional Development DirectorConstant Contact, Inc.

edepasqualel@constantcontact.com

Facebook.com/CCNYMetroNorthEast

@Ellen_NY_CTCT

Find us online:www.frontier.com/small-business

www.facebook.com/FrontierSmallBusiness

twitter.com/FrontierCorp

www.linkedin.com/company/163906?trk=tyah