Her's how to make your business stronger using all the tools you currently have! Enjoy.

1. Grow Your Business
with Email & Social Media
simple marketing strategy
for small business & nonprofits
© 2013

2. Dave Yunghans
Regional Director, Local Success
Constant Contact
dyunghans@constantcontact.com
https://www.facebook.com/#!/david.yunghans
@dyunghans
© 2013

3. Grow with Constant Contact
Get results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey
Send personalized Manage your events Turn fans into customers Reward loyal customers Get found by millions Transform your
email newsletters and online: send invites, with coupons, downloads, with shareable local deals online and manage communications into
expand your audience create an event and contest on Facebook and capture contact your business info conversations with
with our list-building homepage, and and get new likes and info every time across the web, all online surveys and
tools. promote registration. email sign-ups. you sell. from one place. polls.
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4. Facebook LinkedIn Twitter Pinterest Instagram Youtube
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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5. 38%
Source: Litmus, “Email Client
Market Share,” April 2012
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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6. MARKETING HAS CHANGED
traditional marketing new marketing
find find
convert
convert
keep keep
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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7. the new word-of-mouth is
ENGAGEMENT
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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8. you have an advantage
you can be your authentic self
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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9. is it
ENOUGH
to just look good?
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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10. at its core, marketing is about
eliciting a physical and measureable
RESPONSE
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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11. Start here.
EXERCISE
write down the framework for marketing
1 set marketing GOALS and OBJECTIVES
2 run CAMPAIGNS on the CHANNELS that matter
3 get measurable RESULTS
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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12. an agenda and framework for marketing that works
1 set marketing GOALS and OBJECTIVES
2 run CAMPAIGNS on the CHANNELS that matter
3 get measurable RESULTS
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13. marketing
GOALS
•reach new customers
•drive repeat business
•nurture leads
•engage members and advocates
•increase donations
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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14. get more specific with
OBJECTIVES
drive deliver fill seats
donations content to on a
this month tradeshow Sunday
leads night
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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15. try to think about just
ONE AT A TIME
what action would people take?
can you measure it?
fill seats
on a
Sunday
night
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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16. capture your ideas
EXERCISE
» write down at least one objective
• you have space for three
» consider this for each objective you
wrote down…
• what does success look like?
• be as specific as you can
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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17. an agenda and framework for marketing that works
1 set marketing GOALS and OBJECTIVES
2 run CAMPAIGNS on the CHANNELS that matter
3 get measurable RESULTS
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18. what is a
CAMPAIGN?
PUSH PULL
{content} {response}
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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19. types of
CAMPAIGNS discussion
offers +
promotions
information
sharing
build your event invites +
network updates fundraising
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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20. WHAT DO I WRITE ABOUT
• 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
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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21. HOW MUCH IS ENOUGH
LESS
IS MORE. 38%
FOCUS.
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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22. WHAT DO I WRITE ABOUT
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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23. WHAT DO I WRITE ABOUT
• repurpose + reuse
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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24. EXAMPLES OF OFFERS
discounts downloads B2B services hints + tips
event support
invites a cause
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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25. GOT PICS?
some channels thrive on visuals
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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26. 38%
GOT PICS?
100% more engagement
post + video =
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your
Page and media strategy” (March 2012)
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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27. WHICH CHANNELS MATTER?
• depends on your audience
and what you want them to do
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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28. EMAIL
you have to use both
+ SOCIAL
amplify
your email
drive traffic back to
your list, email, etc.
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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29. capture your ideas
EXERCISE
» select 1 or 2 campaign types you might
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
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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30. 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?
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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31. WHO IS IT FROM?
winning the battle of priorities
how will you be most recognizable?
CAN-SPAM Act
go to www.business.ftc.gov and search “CAN-SPAM”
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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32. LOOK LIKE YOU
brand consistency
DigitalColor Meter
installed on Macs
colorcop.net
search “Pixeur”
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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33. LOOK GREAT
brand consistency
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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34. SUBJECT OR HEADLINE
winning the battle of priorities
SECONDS WORDS TODAY
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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35. SUBJECT OR HEADLINE
winning the battle of priorities
$5 free to be naughty…or nice? [burrito 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 [nonprofit event update]
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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36. capture your ideas
EXERCISE
» use the 2-2-2 principle
• write a good subject line or headline for
each of your campaigns
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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37. WHEN TO SEND & POST
• 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?
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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38. FIND YOUR BEST DAY
1. divide your list into 3
groups of people
2. select three days in the
week to test
3. send your e-mail, watch
for best response
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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39. FIND YOUR BEST TIME
4. use same 3 groups
of people
5. select three times on
the day with the best
results
6. send email at 3
different times of day
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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40. WHEN TO SEND & POST
best day best time
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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41. PRACTICAL ADVICE
• 67% don’t see images by • key action must be above
default scroll line
• text links get more clicks • do not give too many
than buttons choices
• place your logo left or • make all images clickable
center in email (and with text labels)
• include company name in test it on yourself!
text
(and on your mobile device)
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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42. capture your ideas
EXERCISE
» when will you send?
• write down three days and times you want
to test for your emails
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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© 2013

43. an agenda and framework for marketing that works
1 set marketing GOALS and OBJECTIVES
2 run CAMPAIGNS on the CHANNELS that matter
3 get measurable RESULTS
49
© 2013

44. at its core, marketing is about
eliciting a physical and measureable
RESPONSE
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
50
© 2013

45. RESULTS ARE MEASUREMENTS OF ACTIONS
click or come to schedule donate call
download the store a session
or office
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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46. TOOLS YOU NEED
Email marketing is hard to beat
• lots of physical,
measurable
response
• easy to brand with
colors + logos
• helps to measure
and monetize social
media
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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47. TOOLS TO EXPAND YOUR REACH
• Simple Share tool
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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48. TOOLS TO EXPAND YOUR REACH
• social media buttons
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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49. TOOLS TO BUILD YOUR LIST – OFFLINE
• at register
• with the check at end of
the meal
• on registration forms
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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50. TOOLS TO BUILD YOUR LIST – ONLINE
• Join My Mailing List (app for website, Facebook, etc)
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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51. TOOLS TO BUILD YOUR LIST – APPS
Scan to Join™
from Constant Contact
Text to Join™
from Constant Contact
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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52. CONSTANT CONTACT TOOLS
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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53. THIS IS EASY. REALLY.
low cost tools save you time & energy
monitor
+
schedule
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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54. BE YOURSELF.
GOALS +
INTRODUCTION CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
OBJECTIVES
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55. Q&A
(AND PLEASE TAKE A MOMENT
TO FILL OUT YOUR FORM!)
want more help? toll-free:
CALL A COACH 855-816-6508
jniehoff@constantcontact.com
facebook.com/julniehoff
twitter: @julieniehoff
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© 2013