poem40mins12 2012 update

Hey! That’s me!

Copyright © 2012 Constant Contact, Inc. 2

Paul Davis, MBANextStep Marketing – Charlotte, NC

[email protected]

http://www.facebook.com/NextStepMarketingLLC

https://twitter.com/#!/NEXTSTEPMKTG

http://www.linkedin.com/in/pbdavis

Website - www.nx-step.com

Visit: www.constantcontact.com/learning-center

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(C) NextStep Marketing LLC

Definition of Marketing

Know Like Trust

StrategyB4Tactics™

Str

ate

gy

Know Articles, Adds, Referral

Like Website, Reception, Newsletter

TrustMarketing Kit, Free

Report, Sales Presentation

Try Webinars, Plant Tours, Nurturing

BuyService Team, New

Customer Welcome Kit, Financing/Delivery

RepeatPost Project Survey,

Cross Selling, Quarterly Events

ReferResult Reviews, Partner Introductions, Peer-to-

peer Events

© NextStep Marketing – All Rights Reserved

Why Do We “Market”?

We Want More!

More…

Customers Clients Volunteers Donors/Members Brand Awareness Sales


MySpace

Local / Daily deals

Location-Based Services

Review Sites

Photo Sharing

Video Sharing

LinkedIn

Twitter

Facebook

19%

76%

62%

53%

38%

35%

25%

24%

New Tools Have Changed the Shape ofSmall Business Marketing


Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees.

Find Social Media Tool Effective*

86% Facebook71% Video Sharing60% Twitter55% LinkedIn45% Local / Daily Deals

Tools Used to Market My Business

96%Social Marketing Tools:

Create an opportunity to find new customers.

Nurture your relationships with current customers.

Generate repeat revenue.

Grow your bottom line.

Let’s Get Perspective

The Stats Are Clear – Social Media Marketing Is Here To Stay!

900+ million Facebook users 50% log on daily 250 MM via mobile devices 500 million+ Twitter users 1 BILLION tweets a week / 140 Million per day 250 million+ LinkedIn users

What is your best source for new business?

Word of mouth

Your customers talking to their friends and colleagues – is the number one way for you to attract new customersSocial media marketing is Word of Mouth Marketing!

CONFIDENTIAL Copyright © 2012 Constant Contact Inc.

You

Prospects

Customers

Traditional Marketing

You

Prospects

Customers

Social Media Marketing

Followers

Friends

Friends

Followers

Social Media is the New Word of Mouth

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Source: Neilson Global Trust in Advertising Survey


Introduction

Three key goal for Email Marketing…


1

2

Connecting to build customer relationships

Informing people who will buy in to your messageand share it with others3 Growing your businesswith engagement marketing

Marketing Today = Building Relationships

$

Time… Money… Energy… Effort

Takes 7 touches, on average, for a sale to occur

■ Some buy right away■ Others research and try■ Some show interest but don’t trust you

Acquiring Customers


1 2 3 4 5 6 7

Why Email?

Many prefer and use email:

■ 91% of Internet users between 18 and 64 send or read email

■ 65 or older do the same

■ 225 million people across the country use email

Source: Email Stat Center


Why Email?

It’s Cost-effective: Direct Mail vs. Email

■ For the same response,direct mail costs 20 TIMES as much as email 1

■ Email ROI is the highest when compared to other internet marketing mediums 2

1 Forrester Research, Inc.

2 Direct Marketing Association


Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)

Email Marketing Is Not…


• $$$: Filters are trying to catch this one, and this phrase sends up a huge red flag.

• Work From Home: Spammers know that a work from home job is in high demand during these difficult economic times, making this one of the most typical types of spam.

• Business Opportunity: Fake business opportunities are popular in spam so it’s best to leave this particular phrase out.

• Buy Direct: Commonly used to sell counterfeit goods, this term must be avoided.

• Clearance: Similar to ‘Buy Direct,’ clearance is used to sell fake commodities.• Pre-approved: Mortgage, credit cards, loans and more. Financial spam is far

too common and filters are sure to snag this one.• Hello: So simple, yet so common in spam subject lines.• You Have Been Selected: Spammers love trying to trick recipients in to

thinking they won a prize or lottery. Don’t let your email land in the junk folder next to an email from the cultural attaché of Nigeria.

• Weight Loss: Pharmaceutical spam is rampant. Leave this term out of your subjects, even if you’re dying to tell your best friend about your new Paleo diet.

• Limited Time: It’s tough to avoid time sensitive keywords like “limited time” because most marketers know time sensitivity can often prompt a call to action. Since spammers are likely to create that sense of urgency, it’s best to avoid this specific verbiage altogether.

http://findnsave.wordpress.com/2012/08/14/10-words-most-likely-to-trigger-a-spam-filter/

Key Spam Terms To Avoid



Email Marketing Is…

■ Delivering professional email communications

■ To an interested audience

■ Containing information they find valuable

20Copyright © 2012 Constant Contact, Inc.


Using an Email Service Provider

Email Service Providers automate best practices

■ Provide easy-to-use templates

■ Reinforce brand identity■ Email addressed to recipient

only■ Manage lists – adding new

subscribers, handling bounce-backs, removing unsubscribes

■ Improves email delivery, tracks results and obeys the law


Building Your List

Build Your List Where You Connect!

Website SignupNetworking Eventsand Meetings

Trade Shows

Customer & Prospect Database

In-store Guest Book

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

Paul Davis, MBANextStep [email protected] Phone – 704.421.8353Fan me on Facebook |Follow me on Twitter ____________________________________ Join My Mailing List | View NC/SC Seminar

Email Signature


http://www.facebook.com/

http://twitter.com/CTCT_Anissa

http://visitor.constantcontact.com/manage/optin?v=0013yYWxIr3lUF5XuYxrCeoNk9bDIVyElW9


Using a Permission Reminder

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Content Has to Meet Your Objectives

“I want to…”

■ Promote■ Motivate purchases■ Increase event

attendance

■ Inform■ Inform potential

customers■ Differentiate my

business

■ Relate■ Increase loyalty■ Encourage more

referrals

■ Educates


Calling Your Audience to Action

Calls to Action include…

■ Links to click on

■ Information to print out

■ Phone numbers to call

■ Instructions for reading the email

■ Instructions for saving the email

Describe the immediate benefits…■ What’s in it for your audience?

■ Why should they do it now?

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Frequency & Delivery Time

How often to send■ Create a master schedule – be consistent!■ Include frequency in online sign-up “Monthly Newsletter”■ Keep content concise and relevant to planned frequency■ Invest time to repurpose content on social channels

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

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Get the maximumImpact with

Minimum intrusion.


Matt Long

[email protected]

Joe Hahn

Nancy Feldman

Getting Email Opened

The “From” line – Do I know you? Use a name your audience

recognizes■ Include your organization

name or brand

■ Refer to your business in the same way your audience does

■ Be consistent

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60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick


Matt Long

[email protected]

Joe Hahn

Nancy Feldman

Create a Great Subject Line

The “Subject” line – do I care?

■ Keep it short and simple

■ 30-40 characters including spaces (5-8 words)

■ Incorporate the immediate benefit of opening the email

■ Capitalize and punctuate carefully

■ Avoid copying the techniquesinherent in spam emails

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30% of consumers say the “subject" line most often determines whether they open an email or delete it.Source: DoubleClick

Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer

Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.-Worldata, 2012


Understanding Bounced and Blocked Email

“Hard Bounce”

■ Permanent condition■ Email address

non-existent■ Misspelled/no longer

in use

“Soft Bounce”

■ Could be temporary■ Server was down■ Mailbox is full■ Email was blocked


Deal with Bounced &Blocked Email

Non-existent address■ Check for obvious

misspellings

■ Try to obtain a new address

Undeliverable/mailbox full/email blocked■ Try re-sending later

■ Correct temporary issues

■ Obtain a new address if arecurring issue is present

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Bounce Management

What influences the open rate?

■ From / Subject line■ Delivery day / time■ List overuse, age, or quality


Reducing Unsubscribe Requests

Why do people unsubscribe?

■ Over-communication■ Irrelevant content■ Poor targeting

Enable your audience to leave comments when unsubscribing from your list!

Paul’s TOP 10 TIPS for Successful Email Marketing

10. Use an Email Service Provider that allows you to look professional and offers important reporting

9. Build a Permission Based List

8. Create a “catchy” subject line that entices them to open

7. Brand the email with logo and colors

6. Be concise. Make sure your email is not too long


Paul’s TOP 10 TIPS for Successful Email Marketing

5. Use call to action items and click-through links

4. Utilize photos

3. Email when you say you are going to email (weekly, monthly, quarterly)

2. Make it easy to unsubscribe

1. Have fun with it! Be creative! Show your personality!



Take the Next Step

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Sign up for a free,60-day trial of Constant Contact Email Marketing

No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results

30% Non-Profit Discount

Attend Getting Started with Constant Contact Email Marketing

Get a demonstration of Email Marketing in action. See how easy it is to create an email, manage contacts, track results, as well as send your email, and extend its social reach.

constantcontact.com/thecarolinas

Register for: “Constant Contact Email Marketing Live Tour”

Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business.

constantcontact.com/learning-center

Attend a SeminarEmail Marketing60-Day Trial

Email MarketingLive Product Tour

FREE!

FREE!FREE!

Hey! That’s me!


Paul Davis, MBANextStep Marketing – Charlotte, NC

[email protected]


https://twitter.com/#!/NEXTSTEPMKTG


Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow









poem40mins12 2012 update

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