'Grow your business with email and social media' presentation by Tamsin Fox-Davies of Constant Contact at the 'Running your business in the cloud' event on 17th July.

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Grow Your Business
with Email & Social Media
A simple marketing plan for small
businesses & not-for-profits

2. © 2013
Tamsin Fox-Davies
Small Business Marketing Mentor
Constant Contact UK
tfox-davies@constantcontact.com
/smallbizmarketingmentor
@tamsinfd

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Grow with Constant Contact
Get results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Send personalized
email newsletters and
expand your audience
with our list-building
tools.
Manage your events
online: send invites,
create an event
homepage, and
promote registration.
Turn fans into customers
with coupons, downloads,
and contest on Facebook
and get new likes and
email sign-ups.
Transform your
communications into
conversations with
online surveys and
polls.
Email Marketing EventSpot Social Campaigns Online Survey

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Facebook LinkedIn InstagramTwitter Pinterest Youtube
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
60%
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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ENGAGEMENT
the new word-of-mouth is
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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you can be your authentic self
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you have an advantage
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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set marketing OBJECTIVES and GOALS1
2
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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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OBJECTIVES
marketing
•reach new customers
•drive repeat business
•nurture leads
•engage members and advocates
•increase donations
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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GOALS
get more specific with
drive
donations
this month
deliver
content to
tradeshow
leads
fill seats
on a
Sunday
night
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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ONE AT A TIME
try to think about just
what action would people take?
can you measure it?
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
fill seats
on a
Sunday
night

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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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CAMPAIGNS
types of
discussion
information
sharing
event invites +
updates
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
offers +
promotions
build your
network fundraising

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WHICH CHANNELS MATTER?
• depends on your audience
and what you want them to do
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EMAIL + SOCIALyou have to use both
amplify
your email
drive traffic back to
your list, email, etc.

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NOW, LATER OR NEVER
three little words that rule your world
• who is it “from?”
• what’s the “subject?”
• when do you send your communication?
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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SUBJECT OR HEADLINE
winning the battle of priorities
SECONDS WORDS TODAY
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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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SUBJECT OR HEADLINE
winning the battle of priorities
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£5 free to be naughty…or nice? [Mexican 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 [not-for-profit event update]
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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WHEN TO SEND & POSTWHEN TO SEND & POST
• for social media
• 3-5 times a week to start with
• 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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INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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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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at its core, marketing is about
eliciting a physical and measureable
RESPONSE
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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RESULTS ARE MEASUREMENTS OF ACTIONS
click or
download
come to
the shop
or office
schedule
a session
call
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
donate

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TOOLS YOU NEED
Email marketing is hard to beat
• lots of physical,
measurable
response
• easy to brand with
colors + logos
• helps to measure
and monetise social
media
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO EXPAND YOUR REACH
• Simple Share tool
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO EXPAND YOUR REACH
• social media buttons
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO BUILD YOUR LIST – OFFLINE
•at the till
•with the bill at end of the
meal
•on registration forms
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO BUILD YOUR LIST – ONLINE
• Join My Mailing List (app for website, Facebook, etc)
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™
from Constant Contact
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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THIS IS EASY. REALLY.low cost tools save you time & energy
monitor
+
schedule
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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BE YOURSELF.
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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BE YOURSELF.
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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BE YOURSELF.
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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BE YOURSELF.
INTRODUCTION
GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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Q&A
UK freephone:
0808 234 9315
want more help?
CALL A COACH
(AND PLEASE TAKE A MOMENT
TO FILL OUT YOUR FORM!)
tfox-davies@constantcontact.com
facebook.com/smallbizmarketingmentor
@tamsinfd