grow you real estate business with email and social media
DESCRIPTION
Marketing presentationTRANSCRIPT
© 2013
Grow Your Businesswith Email & Social Mediasimple marketing strategy
for small business & nonprofits
© 2013
Barry CoziahrResponse! Targeted Marketing
facebook.com/responsetargetedmarketing
@responsetarget
© 20133
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
38%Source: Litmus, “Email Client
Market Share,” April 2012
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INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ENGAGEMENTthe new word-of-mouth is
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
you can be your authentic self
7
you have an advantage
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ENOUGHis it
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?
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at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES1
2
10
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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GOALSmarketing
•reach new clients•drive repeat business
•nurture leads•Qualify prospects
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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OBJECTIVESget more specific with
Qualify leads
deliver engaging content
Nurture clientbase
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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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ONE AT A TIMEtry to think about just
what action would people take?can you measure it?
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
Responses to Property
Sales
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3
set marketing GOALS and OBJECTIVES
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an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
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CAMPAIGN?what is a
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
PUSH{content}
PULL{response}
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CAMPAIGNStypes of
discussion
informationsharing
event invites +updates
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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HOW MUCH IS ENOUGH
LESSIS MORE.FOCUS.
38%
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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHAT DO I WRITE ABOUT
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GOALS + OBJECTIVES
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WHAT DO I WRITE ABOUT• repurpose + reuse
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EXAMPLES OF OFFERS
discounts downloads
supporta cause
eventinvites
hints + tipsB2B services
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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GOT PICS?some channels thrive on visuals
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
38%
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHICH CHANNELS MATTER?• depends on your audience and what you want them to do
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALyou have to use both
amplifyyour email
drive traffic back to your list, email, etc.
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NOW, LATER OR NEVERthree little words that rule your world
• who is it “from?”• what’s the “subject?”• when do you send your communication?
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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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WHO IS IT FROM?winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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LOOK LIKE YOUbrand consistency
colorcop.netsearch “Pixeur”
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
DigitalColor Meterinstalled on Macs
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LOOK GREATbrand consistency
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SUBJECT OR HEADLINEwinning the battle of priorities
2SECONDS2WORDS 2TODAY
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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SUBJECT OR HEADLINEwinning the battle of priorities
$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]
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WHEN TO SEND & POSTWHEN TO SEND & POST• 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 the action
you want?
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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
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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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INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
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• 67% 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)
test it on yourself!(and on your mobile device)
PRACTICAL ADVICE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 2013
3
set marketing GOALS and OBJECTIVES
37
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter
© 201338
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201339
RESULTS ARE MEASUREMENTS OF ACTIONS
click ordownload
come tothe storeor office
schedulea session
donate call
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201340
TOOLS YOU NEEDEmail marketing 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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GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO EXPAND YOUR REACH• Simple Share tool
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CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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TOOLS TO EXPAND YOUR REACH• social media buttons
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CONSTANT CONTACT TOOLS
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THIS IS EASY. REALLY.low cost tools save you time & energy
monitor+
schedule
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Postcards and Direct Mailing Campaigns
© 2013
BLOGGINGStart blogging today
Blogging increases overall visibility & is a chance to give your business some personality Blogs should be located on your website. This is because each blog
‘post’ is typically counted as one page on a website and improves the visibility of the website.
Use a content management system for blogging such as WordPress to keep things organized and easy. This not only saves time, but WordPress is designed for blogging and fast updates.
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Blogging: Why You Need One
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57% of companies using blogs reported that they acquired customers from leads generated directly from their blog.
From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%.
89% of organizations surveyed are either maintaining or increasing their inbound marketing budgets.
Social Media and blogging has given companies 62% lead generation, whereas Direct Mail sits at 10% lead generation.
Some statistics…
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BE YOURSELF.
INTRODUCTION
GOALS + OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
© 201349
YOU CAN DO THISresources to make it simple
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Marketing Boot Camp 101In these webinar modules you will learn…
• Week 1: How to create and promote on social media outlets such as LinkedIn, Facebook and Twitter
• Week 2: How to create email campaigns, newsletters, templates and auto responders
• Week 3: How to create a website landing page and create a blog post on your website
• Week 4: How to utilize direct mailing campaigns to increase revenue
• Week 5: How to utilize Pinterest, Instagram, YouTube and more!
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Marketing Boot Camp 101A 5 week skill-building webinar course
• When: Wednesday, September 17th-Wednesday, October 15th
• Time: 11:00am-1:00pm• Price: $497 for registering today ONLY!
» $997 after today
Limited Seating Available! Make Sure to Reserve Your Spot Today!
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Marketing Boot Camp 101
You will also receive the following bonuses for registering today ONLY!
• Free E-book on 60 Ways to Build Your List• Free Social Media Evaluation (Valued at $99)
TODAY ONLY! $997 Value at $497!
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Q & Atoll-free:
314-646-7935
want more help?
CALL US!
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facebook.com/barry.coziahr
@responsetarget