This presentation will break down social media and email marketing into actionable strategies and tactics that nearly any small business, regardless of your level of marketing or tech knowledge, can implement immediately.
8447779800, Low rate Call girls in Saket Delhi NCR
4 Quick Ways to Make the Most Out of Email Marketing & Social Media
1. 4 Quick Ways to Make the Most Out of
Email Marketing & Social Media
Janine Popick, CEO VerticalResponse
@janinepopick
@VR4SmallBiz
Facebook.com/VerticalResponse
2. What I’m gonna talk about…
• Content – What to publish to Twitter,
Facebook, Blogs and email campaigns
• Increase your reach with Twitter &
Facebook
• Email & Social – How they need to
interact to get you more biz
• Analyze – Reports to eyeball
4. Content – Use What You Have
• Employee Stories
• Holidays
• Photos and Videos
• Guides, whitepapers or notes
• Outside content
• Questions
• Great offers
• Events
5. Make a Content List – Winery Example
• Stories • Outside content
• Kristen spent 3 hours on the wine • Neighboring wineries
press, Johnny is working the announcements, article on varietals,
tasting room today, why the article on health benefits of wine,
winemaker wanted to blend, food pairing recipes, food pairing
document the process and what articles, food in season
you’re doing today
• Photos - Videos • Questions & Polls
• Vineyards, wine dinners, • What would you like to see at the
winemaking, dogs, new labels, next dinner? Do you like our new
winery owner family, awards, food label? What varietal is your
festival you’re at, bottle shots favorite? What type of wine are you
and why?
• Press or Award you won
• Award, acceptance, press • Great offers
release, press mentions • Facebook, Twitter, email-only
discounts on wine &
• Events merchandise, wine club offers
• Wine dinner invites, food
festival announcements
6. Your Blog – The Center of Your Content
Blogs are
ever-
changing Twitter
your website
isn’t
Receptacle
of all things Facebook
content
Reap SEO
Benefits
Cross Emails
promote
10. Get More Reach
• Reach = number of people that have the opportunity
to be exposed to your message
• Got great content? Get it in front of qualified people
• Build your list of Facebook Fans and Twitter
followers
• Increase “engagement”
• Someone answers a question
• RT’s your Tweet
• Comments on your post
• Likes your post or your Page
11.
12. Facebook – A Story for the Naysayers
• Sierra posted Swizzle
• I clicked and went to
the SPCA site
• Saw Dwight, fell in
love
• Dwight was ours in 48
hours
13. Encourage Engagement With Content
• Ask questions
• Update with blog posts, events, company
news, industry news, videos & photos
• Post to your customers’ pages
• Include calls to action whenever possible
• Contests, discounts, events
Cool tools for monitoring Facebook
engagement: VerticalResponse Social, Sprout
Social, Radian6
17. Encourage Engagement With a Cause
• Do something
nice for every
Like
• Planting a tree
for every Like
• Cause related
marketing works!
18. Encourage Engagement With a Giveaway
Essie is giving
away 1000 free
nail polish
bottles to
encourage
Likes and word
of mouth!
19. Encourage Engagement With Fun
• Prominently
displayed on
their Timeline
• Free giveaways
• Their Facebook
page is smoke-
free
• They’ll give you
tips on where
you misplaced
your shaving
cream cap.
21. Facebook Likes Ad Campaign - Example
• Can be shown to
anyone
• Can bring people to
a Page, post, tab,
or external url
• Gets shown on the
right hand side with
the other ads
• Can be customized
with copy and
image
22. Facebook Likes Ad Campaign - Example
• Target – Wine
interests
• US – since
they ship to the
US and want
qualified Likes
• Chose the url for
the Facebook
Page since we
went for Likes
• Set lifetime budget
for $100
23. Facebook Likes Ad Campaign - Example
• It costs .32 cost per click on the ad
• We spent 34.56 for 108 clicks and 152 likes
• Campaign lasted just one week
• It cost .23/like for this particular campaign!
24. Facebook Likes Ad Campaign - Example
• Campaign started
May 21st
• Stopped campaign
May 27th
• Organic reach kept
a higher average
than before the
campaign
25.
26. Twitter Engagement
• Email marketing campaigns via the Social Sharing feature
• Blog posts, company news, contests & sales
• Media that you consume as well
• Industry trends and studies
• Relevant blog posts and articles
• Follow and RT brands you like (Food & Wine example)
• Thank people for mentioning your brand & RT positive
mentions!
• Thank followers when they RT you
• People love to be acknowledged
Cool Tools to monitor Twitter engagement:
VerticalResponse Social, TweetDeck, Hootsuite, Sprout
Social, Radian6.
27. Twitter Engagement – Get the follow
• Solo email
encouragin
g a follow
• Bonus
offers and
flash
discounts!
32. Universal Social Media Content & Engagement
• Be consistent!
• Users constantly consume so content gets stale quickly
• Listen, respond, and converse
• Don’t be afraid to take it offline
• Moderate as little as possible
• Customers value transparency and the ability to leave feedback
• By publicly (and gracefully!) handling feedback, you gain more
than you lose
• Make sharing easy
• Share Buttons for your website, blog & emails
• Content can’t be all about you
• Tap into your audience’s interests
34. Email & Social Go together
• Businesses that use email &
social get a 28% higher open
rate than those who don’t
• You need to be everywhere your
prospects and customers are
• Your customers are your best
source of marketing
• Your customers’ friends are probably a lot like
them
35. Blogs
• Blogs + email marketing =
great way to exchange
content
• Add an opt-in form
to your blog
• Use blog posts for
newsletter content
• Use email to help build a
strong following for your
blog
36. Get That Email Address!
• Ask Facebook followers for
their email address.
• Have a welcome app on your
Facebook page with a form
asking for their email
address.
• Tweet “sign up to receive
“email only” offers – then
link to an opt-in form
37. Email & Social Go together
• Post your email to your Facebook
& Twitter feeds.
• Include "like us on FB, and follow
us on Twitter” buttons in your
emails Most ESPs provide you
the ability to do this.
• Send a solo email asking
recipients to follow you on social
networks
38. Shameless Promotion – VerticalResponse Social
• Email & Social
under one roof
• Post to all of your
social networks
• Create a campaign
for the entire month
in 20 minutes
• We provide free
content for you to
use for your
industry
• Comment and
engage without
having to leave this
app
40. Facebook Reach – Google Analytics
Teen Tycoon contest
• Businesses who collectively do all of this get
better response rates.
• Our study
• Email open & click rates - share rates
41. Blog visitors – Google Analytics
• Measure what
people like to
click on
• Measure how
many people
leave and go
to your site.
46. Remember to engage!
• Use what you got
• In every communications think about increasing
your reach with all of your channels
• Make sure you’re thinking about social when
you’re managing your email and vice versa
• Peek at your reporting every now and then to
learn from what you’re doing.
47. Cool Tools To Use
• VerticalResponse
• Email Marketing, Social Media Marketing, event
marketing and online surveys.
• Tweetdeck, Hootsuite, Klout, Sprout Social
• Social Media Monitoring
• Facebook Insights
• Tracks Facebook Reach, Likes and people talking
about you
• Google Analytics
• Wordpress, Tumblr, Blogger - Blogs
48. This Powerpoint is Available!
View this Powerpoint using Slideshare!
http://www.verticalresponse.com/AmericaMeansBusiness
49. VerticalResponse Tools & Resources
• How to Do Everything
• http://help.verticalresponse.com
• Free Marketing Guides
• http://www.verticalresponse.com/education-support/guides/
Integrating Social Media & Email Checklist
Get Social and Get Results
• Recorded Webinars:
• http://help.verticalresponse.com/how-to/webinars/
• Twitter For Your Business
Facebook For Your Business
LinkedIn For Your Business
Thanks for coming to America Means Business We thank Michael for hosting this amazing event and maybe more in the future to come! Take a moment to Tweet or post to Facebook that you’re at America Means Business listening to @janinepopick!
Content marketing in the past 5 years has really taken off especially since social media has taken such a place in the world of marketing for businesses. So let’s talk about what content you should be thinking about and where to post the content.
People don’t know what to post You’ve got a ton of content already to tell the world More and more people who want to do business with you also want to interact wit you Employee Stories Holidays Photos and Videos Guides, whitepapers or notes Outside content Questions Great offers Events
I’m gonna use a winery as an example.
Now that you’ve got your list of stuff to post where do you go first? We think blogs are a great destination. Why? You want people to see “new” things. When was the last time you changed the content of your website unless of course you’re putting new products onto it? You have a webpage you can put your information on and link to from other outlets. Google really likes blogs for search engine optimization You always need to be cross promoting. Petcamp was doing a “name our mascot” promotion on Facebook. They talked about it on their blog where you can see they have “follow me” links and an email subscribe field. They Tweeted about it on Twitter. They promoted it on Facebook. They promoted it in their email campaigns and included follow me links. It’s a great approach to cross promote using all of your channels sending people to the blog.
Here’s an example of Cross promotion with a retailer that might not have a blog.
I’ m a visual person, so I decided to take this winery example one step further and put it to a calendar. What you need to remember is yellow is email marketing, blue is what you’d do to Social networks, and green is what you’ll blog.
We covered Content, now we’re going to cover how to increase your Facebook and Twitter reach.
What is reach? Reach = number of people that have the opportunity to be exposed to your message Great content needs to be in front of the most people it can Increase engagement – what is engagement? When someone answers a q, RT’s your Tweet, Comments on your post, Likes your post, shares your post.
Sierra posted Swizzle I know she didn’t want a dog I clicked and went to the site Saw Dwight Fell in love IM’d my husband Dwight was ours in 48 hours
Questions: People love to answer questions and they love to comment on photos and videos. If you see a follower who is a customer post to their feed, you’ll get in front of all of their friends with your comment.
Pedros Cantina has a community of baseball players being that they’re in front of the Giants ballpark. Omaha Steaks great content for $1000 worth of meat! They got over 100 likes. That’s 100 people who got Omaha’s message in front of potential buyers. Mavericks surf is a huge surf contest. They posted this photo of opening ceremonies and got 130 likes and 27 comments.
All VA did was put up an amazing offer and they got 317 likes and 24 comments. Anyone like madmen? What did you think of the season finale, where you one of the over 1200 people that liked and commented Chandon had a timely post supporting Tennis since we’re in the heart of the season. In no time they got almost 600 likes.
This is funny. This is my companies posts about nothing related to business and we got a ton of activity on them. Just goes to show you that people want to interact with your business on all levels.
This company is planting a tree for every new Facebook Fan they get.
How about a cool giveaway? Essie is giving away 1000 free nail polish bottles.
Moosjaw is a outdoor sportswear retailer. These guys like to have fun. You can’t miss their Like us on their timeline They offer free giveaways They’ll also offer tips on where you left your shaving cream cap. They’re targeting people with this sense of humor and I think it’s brilliant!
I’m going to talk to you about a very small small test on how I went about doing a Facebook Ads like campaign and doubled the number of likes to this business in one week.
Can be shown to anyone Can bring people to a Page, post, tab, or external url Gets shown on the right hand side with the other ads Can be customized with copy and image
These are highly qualified people based on the targets we chose and a very large audience of over 4.3 million people for this to be seen to.
These are highly qualified people based on the targets we chose. Out of the 4.3 million people this could have been seen by, the reach was only 21000. There are a ton more eyeballs to get this ad in front of to increase the Likes.
Campaign started May 21 st Stopped campaign May 27 th Organic reach kept a higher average than before the campaign
Email marketing campaigns via the Social Sharing feature Blog posts, company news, contests & sales Media that you consume as well Industry trends and studies Relevant blog posts and articles Follow people and brands you like for good content, and retweet them (Food & Wine example) Thank people for mentioning your brand & RT positive mentions! Thank followers when they RT you People love to be acknowledged Cool Tools to monitor: VerticalResponse Social, TweetDeck, Hootsuite, Sprout Social.
Solo email encouraging a follow Bonus offers and flash discounts!
Great example of being informational with tips for kennel cough and Wholesale Pet creating a campaign around a fictional holiday
At VR the most engagement we get is from wacky pictures we post.
I chose this graphic because it embodies two great things that really go well together. We talked about what content to use, and how to use that content for Facebook and Twitter, now we’re going to talk about how to cross promote in order to get more from all of your channels.
Businesses that use email & social get a 28% higher open rate than those who don’t You need to be everywhere your prospects and customers are (talk to someone who doesn’t see an email but sees a FB post) Your customers are your best source of marketing – Talk to vr’s pull down menu and the number one answer for “how did you hear from us” was “friend” Your customer’s friends are probably a lot like them so they are the perfect prospects to be in front of. Build your email, Facebook and Twitter lists by through cross promotion .
This is an example of our own email newsletter where we have an entire section that sends people to the blog. This drives a lot of traffic to our blog and our email recipients both customers and prospects are exposed to our company.
Ask Facebook followers for their email address. These are templates of a “welcome app” you can have on your FB page to collect email addresses. The top one VerticalResponse can do for you. The bottom one is from Moosejaw again and they do a really good job of making it prominent just like the “Like Us” campaign. Have a welcome app on your Facebook page with a form asking for their email address. Tweet “ sign up to receive “email only” offers – then link to an opt-in form
Post email to your facebook feed, now Shari here just got the web page version of her email in front of her 500 friends that might not have seen it. If they “like” it it would now be in front of their friends too. Include those social media buttons in your emails. This way if your email recipient doesn’t check their email that day and they follow you, they’ll see your email when you post it. Send a solo email to your email list telling them you’re on Facebook or Twitter. Give them a special deal if they like you. Bottom line is that have a greater chance of getting your messages in front of your recipients in one place or another.
We believe they work together so well we bought a company that enables you to do all of your posting and commenting from one site. Email & Social under one roof. Post to all of your social networks Create a campaign for the entire month in 20 minutes Comment and engage without having to leave this app.
So we’re on our 4 th way to utilize the power of social media and what it does for your business.
Back in February we used social media for a Teen Tycoon contest we did where we had teens post videos of their business and submit to Facebook. You can see when we got submissions and press when the winner was announced in March.
Measure what people are clicking on and write more blog posts like those Measure how many people go directly to your site from your blog Here you can see that about 1% of our blog traffic leaves our blog and goes directly to our site.
Facebook Insights is available for your Page if you’ve got more than 30 Likes. It will show you your Reach in a number of ways, Organic, Paid and viral, as well as your unique visitors and your Likes.It’s a nice free tool for you to keep your eye on how things are working.
Twitter counter is a free tool that enables you to see your follower growth over time.
Tweetdeck is a great free tool for monitoring what people are saying about you, your business, and anything you want to track.
This is available on our website right now for you to download.
Also as a wrap-up we want to remind you of all the resources we have available to you. Our website Our new Getting Started Kit- Guides, recorded webinars, and more Our Email Checklist- download Sign up for our Marketing Newsletter Read the Blog