newvine growing: your website and email newsletter — the foundation of your online marketing
DESCRIPTION
Social media gets much of the chatter as the newest marketing tool, but don’t forget those older new tools: your website and your email newsletter. According to research by e-commerce analytics company Custora, for example, just 2 percent of online retail sales this past holiday season came directly from social media, while search, direct visits to business websites and apps and email marketing did far better. A representative of NAFDMA’s Management Company will join with Colleen for this hour. Together they will reference this year’s best NAFDMA Celebrate Excellence Contest website entries, as well as NAFDMA’s revamped web site, “farmers inspired,” to introduce talking points and best practices your integrating website, e-newsletter and social media. Workshop participants will also be encouraged to share and compare successful strategies and tactics. Ideally, you will connect all your channels together. Your website encourages visitors to sign up for your email newsletter, your emails mention your social media, your social media links to your website. Wherever people find you first, they should get a consistent message and find it easy to do business with you. We’ll consider the capacity of the group, build off the kinds of questions posed in the workshop Part 1 roundtable, and talk about best practices for email and websites as we tie everything together.TRANSCRIPT
Your website and email - the foundation of your online marketing
NAFDMA 2014
Colleen NewvineNewvine Growing
Our agenda Website basics you should have Borrow ideas from competitors Think mobile Email basics you should have Encouraging people to sign up Think mobile – again Monitoring results Your questions
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Center of gravity Your website
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Anchor with your website
Build your marketing around your website: Put your best content on your site Link back to your site often Make social sharing buttons prominent Post sharable content
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Consumers look online
41 percent of online sales = Search
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Website necessities
Five basics your website should have: What you offer Where you are When you are open How to contact you Search function
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Remember your user
YouYour audience
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What do you see?
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What do you see?
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What do you see?
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What do you see?
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What do you see?
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What do you see?
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Mobile continues to grow
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Mobile continues to grow
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Email is an effective toolA round up of statistics from Salesforce: 44% of email recipients made at least one
purchase last year based on a promotional email. (Convinceandconvert.com)
7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)
Emails that include social sharing buttons have a 158% higher click-through rate. (GetResponse)
82% of consumers open emails from companies. (Litmus)
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Email necessities
Five basics for good email marketing: A compelling non spammy subject line A short message with a clear focus Where you are When you are open How to contact you
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My personal email peeves
“X Business February newsletter” “Greetings, everyone!” “I can’t believe it’s 2014. Where does
the time go? Leaving out important information Typos and bad grammar Unsolicited attachments No replies email addresses
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Stumped by what to write?Consider your audience:
o What information do they need?o What information do they want?o What’s the specific next step you want
them to take?o What’s in it for them?
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Motivate people to sign up
HubSpot recommends this approach to collecting email addresses so you can build an ongoing conversation
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What do you see?
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Everything works together
Connect all of your marketing channels: List your website on your business card Promote social accounts on your website Include URL and social accounts in
emails Encourage email sign ups on your
website
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Everything works together
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Everything works together
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Is it working?
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Is it working?
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Is it working?
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Take this talk home
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Newvine GrowingMarketing strategy and tactics for farmers, farmers markets and farm-to-table restaurantshttp://[email protected]
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