score + cobb chamber of commerce "growing your business with email and social media...
DESCRIPTION
A presentation given by Howard Flint of Ghost Partner to a group at the Cobb County Chamber of Commerce. The event was sponsored by SCORE. The presentation was "Growing Your Business with Email and Social Media Marketing"TRANSCRIPT
© 2013
grow your business
Grow Your Businesswith Email & Social Mediasimple marketing strategy
for small business & nonprofits
© 2013
grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
Howard Flint | CEOGhost Partner | Roswell, GA –
Content Creation and Marketing
/GhostPartner
@GhostPartner
Ghost Partner
+GhostPartner
© 2013
grow your business
5
© 2013
grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
Great
Big
Hugestick around until the end for a special offer
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grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
GetTheseSlides
make sure we have your email address
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grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
#SocialGhost
@GhostPartner
Katie is Live Tweeting this event
© 2013
grow your business
Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey
t i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
© 2013
grow your business
Simple =
GhostPartner.com
© 2013
grow your business
Facebook LinkedIn
Pinterest Youtube
44%
grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
© 2013
grow your business
traditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
marketing has changed
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your businessgrow your businesst i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
GhostPartner.com
© 2013
grow your business
engagement is the new word of mouth
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
you have an advantageyou can be your authentic self
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
#SocialGhost
© 2013
grow your business
forward +share
your new best friends are
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
at its core, marketing is abouteliciting a physical and measureable
response
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
exercise #1start here.
review the framework for marketing
set marketing GOALS and OBJECTIVES1
2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS3 minutesto complete
3done!
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
agenda + frameworkan
for marketing that works
get measurable RESULTS3
2 run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS3
set marketing GOALS and OBJECTIVES1
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
goalsmarketing
• reach new customers• drive repeat business• nurture leads• engage members and advocates• increase donations
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
GhostPartner.com
© 2013
grow your business
objectivesget more specific with
drive donationsthis month
deliver content to tradeshow
leads
fill seats on a
Sunday night
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
© 2013
grow your business
one at a timetry to think about just
what action would people take?can you measure it?
fill seats on a
Sunday night
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
© 2013
grow your business
exercise #2capture your ideas
write down a GOAL and an OBJECTIVE(there’s space for two of each)
1
2 consider this for each objective you wrote down…• what does success look like?• be as specific as you can
minutesto complete
5done!
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
© 2013
grow your business
agenda + frameworkan
for marketing that works
get measurable RESULTS3
set marketing GOALS and OBJECTIVES1
2 run CAMPAIGNS on the CHANNELS that matter
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
campaign?what is a
PULL{response}
PUSH {content}
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
discussions
informationsharing
event invites +updates
offers +promotionsfundraising
build your network
for allof your newsubscribers
campaignstypes of
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• 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
what do I write aboutt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
8 HABITS FOR WRITING GREAT CONTENT
8 HABITS FOR WRITING GREAT CONTENT:
#1 Everything is content
GhostPartner.co
m
8 HABITS FOR WRITING GREAT CONTENT:
#2 Be consistent
8 HABITS FOR WRITING GREAT CONTENT:
#3 Organize ahead of time
8 HABITS FOR WRITING GREAT CONTENT:
#4 Include a “Call to Action”
8 HABITS FOR WRITING GREAT CONTENT:
#5 Keep the post alive all month
8 HABITS FOR WRITING GREAT CONTENT:
#6 Feedback is content
8 HABITS FOR WRITING GREAT CONTENT:
#7 Plan to be spontaneous
#SocialGhost
8 HABITS FOR WRITING GREAT CONTENT:
#8 Don’t be afraid, be yourself
© 2013
grow your business
lessis more.
44%focus.
how much is enought i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
© 2013
grow your business
a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• pictures get 47% more click-through activity than content without images, but…
• …don’t over-rely on images
• be sure to use text labels in case images aren’t
displayed by the recipient’s mail program
• don’t use images of your content
• remember: your content is viewed on mobile devices…
a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
44
use images
carefully!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
repurpose + reuset i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
© 2013
grow your business
offersexamples of
discounts
discounts
• 20% off through Thursday
• Buy one, get two• 1+1 = Fun (one
for you, one for a friend)
downloads
downloads
• 5 Tips for Better Gardens
• Quickstart Guide
• 7 Mistakes to avoid in your tax preparation
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support• Help today and receive exclusive access!
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event invites +updates
eventinvites
+ updates
• Register now, save 20%
• 2-for-1 tix: register yourself, bring a friend for free!
• 10 VIP seats left at standard price!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
got pics?some channels thrive on visuals
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
post + video = 100% more engagement
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
got pics?t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
which channels matter?• depends on your audience
and what you want them to do
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
© 2013
grow your business
email + socialyou have to use both
amplifyyour email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
select 1 or 2 campaign types youmight want to try (you can choose more later)
what might you write about and/or offer?• what action would people take?
which channels make sense for each?• you can always change later, but decide
now which ones you want to try
1
2
3
exercise #3capture your ideas
minutesto complete
5done!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• who is it “from?”• what’s the “subject?”• when do you send your communication?
now, later or neverthree little words that rule your world
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
how will you be most recognizable?
CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”
who is it from?winning the battle of priorities
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
look greatbrand consistency
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
© 2013
grow your business
2SECONDS2WORDS 2TODAY
subject or headlinewinning the battle of priorities
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
subject or headlinewinning the battle of priorities
[don’t do this] March Newsletter
[do this instead] Tomorrow: Need 3 Hammers – Can You Help?
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] ALERT: help your dog beat the heat
[don’t do this] Children’s Classes
[do this instead] Still time! Openings available for Children’s Classes
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
use the 2-2-2 principle• write a good subject line or
headline for each of your campaigns
exercise #4capture your ideas
minutesto complete
3done!
¤
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• 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?
when to send or postt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
divide your list into3 groups of people
select three days in the week to test
send your e-mail, watch for best response
find your best day1
2
3
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
use same 3 groups of people
select three times on the day with the best results
send email at 3 different times of day, note time with best results
find your best time4
5
6
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
GhostPartner.com
© 2013
grow your business
best day best time
when to send or post
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
#SocialGhost
© 2013
grow your business
practical advice• 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)
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
practical advice• invite engagement – ask
questions!• show the personality of
your organization• plan ahead, but be
flexible• check your insights –
note who’s reading, sharing, posting
• drive audience to your email list sign-up
• use images…but use them carefully
• match value and volume to the channel
experiment!(start small and build)
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
when will you send?• write down three days and times you want to test for your emails
exercise #5capture your ideas
minutesto complete
3done!
¤
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
agenda + frameworkan
for marketing that works
set marketing GOALS and OBJECTIVES1
2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS3
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
at its core, marketing is abouteliciting a physical and measureable
response
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
#SocialGhost
© 2013
grow your business
click ordownload
come tothe storeor office
schedulea session
donate call
results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
GhostPartner.com
© 2013
grow your business
• lots of physical, measurable response
• easy to brand with colors + logos• helps to measure and monetize
social media• provide lots of great coaching and
direction
tools you needemail marketing providers are hard to beat
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
tools to expand your reachSimple Share tool
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
#SocialGhost
© 2013
grow your business
tools to expand your reachsocial media buttons
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
• at register• with the check at end of
the meal• on registration forms
tools to expand your listoffline
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
• Join My Mailing List (app for website, Facebook, etc)
tools to expand your listonline
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
GhostPartner.com
© 2013
grow your business
tools to expand your listapps
Scan to Join™from Constant Contact
Text to Join™from Constant Contact
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
Constant Contact toolst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
#SocialGhost
© 2013
grow your business
monitor+
schedule
this is easy. really.low cost tools save you time & energy
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
be yourself.t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
GhostPartner.com
© 2013
grow your business
82
• Content Creation and Strategy • Email Marketing Services• Social Media Marketing and Setup• Content Optimization and Website content• Search Engine Marketing (cost-per-click)
• WordPress websites
#SocialGhostGhostPartner.com
© 2013
grow your business
83
2 MORE February Workshops
“Getting Started with Constant Contact”Thursday Feb 13th, 10:30-12:30pm
Roswell Public Library~~~~~~~~~~~~~~~~~~~~
“Making the Case for Going Mobile” + “Getting Found on Google”
Wednesday Feb 26th, 9:30-11:30amTotal Wine by Perimeter Mall
GhostPartner.com/Workshops
© 2013
grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
Great
Big
Hugestick around until the end for a special offer
© 2013
grow your business
FREECustom-designed, Website-matched
Email Template
in
t i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
Give Katie your card
© 2013
grow your business
Q&A
855-816-6508want more help?
CALL A COACH
(and please take a moment to fill out your survey!)
/GhostPartner
@GhostPartner
© 2013
grow your business
87
2 MORE February Workshops
“Getting Started with Constant Contact”Thursday Feb 13th, 10:30-12:30pm
Roswell Public Library~~~~~~~~~~~~~~~~~~~~
“Making the Case for Going Mobile” + “Getting Found on Google”
Wednesday Feb 26th, 9:30-11:30amTotal Wine by Perimeter Mall
GhostPartner.com/Workshops
© 2013
grow your business
#SocialGhost
GhostPartner.com
Thank You & Goodbye