grow your business with email & social media · source: constant contact data reveals direct...

© Constant Contact 2016

Grow Your Business with Email & Social MediaSimple Marketing Strategy for Small Business and Nonprofits


Pam WoodConstant Contact Solution Provider/Authorized Local ExpertEmail: [email protected]

Welcome

Questions after the event?facebook.com/enjoyemailmarketing @enjoyemail

mailto:[email protected]

http://www.enjoyemailmarketing.com/

© 2016 Constant Contact, Inc

Let’s Define Email Marketing

• Sending relevant information or promotions

• To a targeted audience: i.e. followers who have“opted-in” to receive your emails

• Your audience will act on your Call to Action helping to create a measurable response

Source: Constant Contact Blog

ROI = $38 per $1 spent

© 2016 Constant Contact, Inc 7

Flipping the funnel: marketing then

Spending time, $’s and energy on print ads, radio/TV, direct mail


Flipping the funnel: marketing now

Now you begin to reach out to people you know > referrals, word of mouth, testimonials

Email

More than 53% of emails are opened on a mobile device

Source: Litmus 12

What is the #1 cell phone app?

Source: Marketing Tech Blog, Business2Community.com

46% of shoppers

rely on social media when making a purchase

88% find online reviews

as trustworthy as personal recommendations

Time’s have changed. We trust strangers.


Success Story


Setting Your Goals:What are you trying to achieve?

Increasesales

Reach new customers

Engagedonors

Nurture loyal

relationships

DriveReferrals


Setting your goals

When will this be accomplished?

What is your target?Set real numbers

Who are you trying to reach?


Write your own goal!


Example:

WHO: current/previous members

WHAT: average of 10 attendees/per class

WHEN: over the next 3 months


…2 of your Facebook fans

see you in their News Feed.

• of email gets delivered to the inbox vs. 77% of regular email.

Over 90%

2% will see your FB posts


EmailSocial Media

73% more customer engagement

(and time saved!)

57% more new customers39% more business referrals•=

Social Sharing


• Connect your email Campaign to FB, Twitter and LinkedIn


Choose Your Platform(s):

Be where your customers are.


When to send & post?

Social media 3-5 x/week is plenty

*Use automated tools(i.e. Hootsuite)

Email1x/month is most common *Use reports to determine

optimal frequency/time

Building Relationships through Content:it’s all about them; not you

80%Valuable content

Sounds like:

“3 common mistakes on your taxes”

Sounds like:

“Let us do your taxes!”

20%Promotion



Building referrals and loyal relationships by segmenting lists: Ex: Real Estate


Use content to create a subject line


Tutorial to weatherproof your bag in 5 min.

Top 3 benefits to volunteering this summer

We’re in your neighborhood! Find out where…

How do I weatherproof my new golf bag?

Can I set my own volunteer hours?

Where can I find a map of your location(s)?

…Into Content (to address their pain

points)

Turn Questions…

Content: You don’t have to do it alone: use resources

Interviews or

testimonials

Social media

Blogs

Special guests

Survey results

Industry newsGoogle Alerts


Pro Tips• Be consistent

• Match colors

• Choose your tone

Brand Recognition Across the Channels:Make your campaigns look like you

Website

Email


Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015)

Make your campaigns engaging with visuals

Pro Tips• 3 or fewer images

• Make images clickable

• Videos under 90 seconds

Make your campaigns mobile

Pro Tips• Avoid multiple columns

• Use larger font sizes

• Limit your images



Your goals

Call-to-action

Actual results


A Call to Action is the link between asking for what you want, and getting it.

Source: Word Stream

Buttons created a

45% boost in clicks

•Call to Action:Text Links Vs.•Buttons?


Narrow it down to 1

Use actionable language

Stay above the scroll

Create clickable buttons

3. Setting your goals

Design an awesome

call-to-actionEmails with a single

call-to-actionincreased clicks by

371%


3. Setting your goals

Half Moon Yoga Goal:

Engage current/previous members to

increase class attendance to an

average of 10 attendees/per class

over the next 3 months.

Call-to-action:

View the schedule


Where should your call-to-action go?



Where does your call-to-action go?


Agenda


1. Small business marketing today

2.Setting your goals

3. Choosing the right messagea. Pick your platform

b. Build relationships through content

c. Write a call-to-action

4.Measuring success

5.How to get started


Opens

Industry averages: 8-28%

Best Practices

• Evaluate send day & time

• Optimize subject line

• Recognizable from name



Click-throughs Best Practices

• Simplify your call-to-action

• Format links to stand out

• Sent targeted content

Industry averages: 5-18%



Three simple steps…

1. Write your goal

2. Design a call-to-action

3. Measure the results


You can do this...

...and you can start now.



Grow with Constant Contact

All the marketing tools you need together in one place:

Newsletter, survey, event registration, coupons & tips all under one log-in!


•You really can do this! We’re here to help.

All the marketing tools you need together in one place.



• REMINDER: Please be sure to sign in with your contact

information.

• EnJoy Email Marketing will be sending you

a special February Email Offer from Constant Contact to

help you kick off your small business or non profit

marketing!

• I’ll be on site until 1:30 if you have questions.


Questions?

Thank You!

[email protected]

www.enjoyemailmarketing.com

mailto:[email protected]

http://www.enjoyemailmarketing.com/

grow your business with email & social media · source: constant contact data reveals direct...

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