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Marketing for success_p4
1. Marketing for
Success
Marketing your Centre in challenging
times. Part 4 – E-Mail, CRM and more
Brant Early Years Centre Nov. 2013
Presented by: Gordon Diver, Diverse Achievements
Gordon Diver - Diverse Achievements - www.diverseachievements.com
3. Week 3 - Review
Your Social Channels
•
Have you tried anything different?
•
What was your greatest takeaway
from the session?
Position Statement:
•
Anyone willing to share
•
Any questions?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
4. Week 4 – Goals
•
Week Four – Wrapping Up:
Adding Video to your efforts;
Some tools to make your work lighter.
Proposal Writing;
Summary.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
5. Video
Have the right equipment:
It is possible to do video on a budget, the
keys are:
a good script,
a good camera (iPhone even works),
good audio,
proper lighting and,
Good editing software,
A YouTube or other account
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
6. Why Video is important
After watching a video, a
prospect will:
66 percent will continue to
research a product
46 percent visit a vendor
website or contact the
vendor for more information
42 percent purchase a
product
25 percent add the vendor to
their consideration list
Source: IDG Research Services, B2B video Jan2013
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Goals for video:
Increasing conversion rates
Improving brand awareness
Giving viewers something
useful
Creating social engagements
and sharing
Appearing in Google’s SERPS
7. Starting Your Video
To ensure that your video
production effort is efficient
and effective, be sure to
execute these four steps:
1. Prep for the shoot;
2. Create Quality Control;
3. Edit your raw footage;
4. Know how, when and
where your are going to
share it.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
8. Various Services Free vs. Paid
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
9. Optimizing Video
Optimize:
Use your keywords
Explore CTA titles
Metadata – add a description
of video
Tag your video
Give consideration to the
thumbnail
And finally, ensure your
channel is optimized as well
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
10. Video Example that’s easy to do
The best of both worlds – James
Wedmore is a recognized leader for
video marketing – here’s an example
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
11. Video Best Practices
Wistia has an excellent video
learning centre.
My recommendation is that you
create video, take the time to do
some on your own and save budget
for a professional to do it for you on
really important projects.
Here’s a quick review of video best
practices:
http://wistia.com/learning/fundame
ntals-of-concepting
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
12. Successful Email Marketing
Why Email still matters:
• It’s cost effective
• Easy to build loyal followers
• Easy to track success
• Higher engagement
Proof:
• DMA reports a ROI of 4,300%
• Direct mail cost approx. 10x
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Create an exchange with your
readers, your valuable information for
their valuable time.
13. Newsletters – What works
Two biggest reasons that people unsubscribe:
• Irrelevant emails
• Too Many emails
What works:
• Respect your reader – provide
content, relevant to your brand and their
needs.
• Mix it up, add photos, short quips
• Clarity – if you have a call-to-action, make it
obvious.
Our word today
• Have an editor, be free of spelling mistakes
and obvious grammar errors
• Make unsubscribing easy
• Have a post unsubscribe exit survey to improve
your offering
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
14. Email - Timing
Send your messages at an optimal
time. Experiment with this and try
different times to see what your
data tells you.
Not sure where to start, a recent
survey indicated that evenings and
weekends are a good time (more
time to read).
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
15. Email – Personalize it
Consider dividing your
readers into various
groups, based on
personas that you’ve
identified.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
16. Email – Purpose
What is the purpose of your email or
newsletter?
• Is your reader being engaged?
• Do you have a call-to-action?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
17. Email – Subject Line
How to get your email opened!
Give them enough to want more.
Put yourself in their shoes – what
are they dealing with that if they
click on your message they’ll get
help.
Resources to help you:
5 Star Email – HubSpot
Avoid Spam Filters - MailChimp
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
18. Email – Mobile Optimization
Ensure it can be easily read on a
smartphone (Responsive Design)!
30% of subscribers will
unsubscribe if they can’t read your
newsletter on their smartphone or
tablet.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
19. Email – Exit Surveys
It will happen, someone will unsubscribe.
Here’s what to do!
• Thank them.
• Ask them for feedback (no more than
3 or 4 questions.
• Ask if they’d prefer to follow you on a
social platform at their
convenience, and provide easy to
subscribe links.
• Ensure you take them off your list.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
20. A poor email deconstructed
Seth Godin deconstructed an ineffective email
effort. The eight areas covered:
1. Not really having permission
2. Blaming your email tool
3. Mail merge – really, still?
4. Text vs. HTML
5. No clear immediate intent
6. What you’re asking for
7. When will this end?
8. Sending all at once, test to be effective
See the full post here:
http://on.fb.me/18GuKrO
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
21. Some tools to make it all easier
In this section we’ll talk
about some of the tools to
make your work easier, such
as:
Analytics
sCRM Systems
Social Media
Management
Screen Capture
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
22. Analytics
•
Singular metrics aren’t useful. Metrics should
be grouped and compared from multiple
pivots. (i.e. channel to channel)
•
Metrics are rarely static. Have core
benchmarks, but tweak, refine and add as you
surface new intelligence.
•
Segment metrics based on use cases and jobs
to be done – not just revenue.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
23. Analytics – Evil vs. Essential
•
EVIL
•
ESSENTIAL
•
Biggest evil of all: most orgs don’t bother to
ask customers what they want before planning
social strategies.
•
Customers will measure you by their own set
of metrics, which might be far different than
your own. Find out what they want.
•
Mindless measurement: tracking stats
without setting goals.
•
Metrics must be tied to business
goals, events, and KPIs.
•
Metrics without analysis and action aren’t
worth tracking at all.
•
Metrics are rarely static. You can support
dynamic changes by implementing a
repeatable process for
measurement, analysis, & action.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
24. Analytics – Good vs. Bad
POINTLESS
ON POINT
We got 10 new followers this week!
Of the 10 new followers we got this
week, 4 of them joined our community
after liking post X, and 3 of them
shared it along to their followers with
positive sentiment.
Post shares are up!
Post shares are up by 12% over last
month. Three key posts contributed to
this: X, Y & Z.
3 people commented on that post!
Of the three people that commented
on the Strategy post, two thought it
was smart, and one added further
suggestions we can incorporate into
additional content.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
25. Measure what matters!
Arm decision makers with actionable intelligence; NOT empty metrics.
“WOOT! We have 10 new followers!” just doesn’t cut it.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
26. Cycle
Monitor
Start
Proper use of analytics will
help you make correction in
your online marketing
efforts to get the most from
your budget resources (time
and money).
Share
Feedback
Tweak
Assign
Analyze
Action
Response
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Process
27. Customer Relationship Management
At its simplest, a CRM system allows
businesses to manage business
relationships and the data and
information associated with them.
There are many wonderful systems
on the market, find the one that fits
your needs and budget.
A CRM system can serve as a vital
nerve center to manage the many
connections that happen in a growing
business.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
28. 7 Signs you need a CRM
1. Interactions with your customers are
not in 1 place
2. Lack visibility into sales teams
activities
3. Reporting and Analysis is time
consuming
4. You don’t have all the data you need
5. Your not staying in touch
6. You can’t distinguish your best
customers from everyone else
7. You don’t have a plan to scale
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Major advantage of CRM:
Report your
progress internally, and open
up channels for transparent
collaboration across teams
29. An Illustration of how it could work
Social media is about connecting
people and sharing information. The
video tells a story of how sharing a
single update can spark a larger
conversation – between a student, a
baker and bank. It also highlights
how HootSuite can help you
streamline your social media efforts.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
30. SM Management Tools - Dashboard
One place to manage all of your social channels
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
31. Build Your Network with tools
Stephanie and I have just
connected on Twitter – we
have a few mutual
connections in common.
We have followed each
other and from looking at
her profile saw that we
had other interests in
common.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
32. Integrated Social with CRM
Because of that, it would be
worthwhile to develop the
relationship by stay in touch with
Stephanie’s social activities.
As simple as clicking on the “View
Nimble Profile”, while still in
Hootsuite.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
33. What the record would be
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
34. Manage the new contact
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
35. Add other Social Channels to Record
How we first met
and how we can
extend our
connections.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
36. Productivity tools to assist with social
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
37. Proposal Writing
What to consider:
• Read the guidelines thoroughly
• Ensure you provide what is
being asked for
• Use plain clear language, avoid
acronyms and industry slang.
• Ensure that what you are
offering fits with the goals of
the proposal – you’re time is
valuable, why waste it.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
38. Resources:
To help you prepare:
1. Wistia’s Learning Centre: http://wistia.com/learning/ Video
2. Email How To’s Constant Contacts Learning Centrehttp://www.constantcontact.com/learning-center/index.jsp
3. Nimble sCRM: – Click Here Free Trial
4. Hootsuite: http://bit.ly/1cKCw8E Free account and upgrade
5. Proposal Writing: Best Practices – From Ontario Healthy
Communities Coalition
6. Google Adwords Grants: http://www.google.com/grants/
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
39. Thank You
Your invited a 1 hour review.
Choose what you’d like to discuss
in your hour:
•
•
•
•
On-line review Web/Social
Set up of a social platform
Social media audit
Copywriting instruction
To book your session send an
email to:
gordon@diverseachievements.com
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Editor's Notes
Housekeeping: Bathroom locations Break Questions Your learning objectivesStyle: Have slides and will link out to the web to show videos and demonstrate techniques Have a free flow session, but if we go too far, will ask you to park your question in the parking lot When I do these, we’ll (which means you) will have some work to do – Any objections to reporting back?
Show your human side – go behind the scenes with your peopleShowcase your product in an usual wayAdd text to your imageUse video – 15 seconds is a lot to convey your message, but know what you want to say.Drive lead generation by running a photo contest with your followers
Irrelevant – not providing useful information, constantly sending your deals – Use Anthony and Dell – batch and blast (too generic) or their need has changed bought car etcToo many – getting too many in a day/week/month (each users tolerance is different) – Use HubSpotNewsletter
Timing – there's less competition, so open rates are higher (as are CTR and revenue per email) for the night owl crowd..
ust because you have had a previous relationship with someone doesn't mean you have permission to email them. Permission marketing is anticipated, personal and relevant messaging. The simple measure is this: Would they miss you if you didn't mail them? If not, then you're fooling yourself into thinking you have something you don't.Blaming the tool. There are a wealth of powerful email tools out there (like Mailchimp). If your email campaign isn't working, it's almost certainly not their fault. Don't waste time looking for a better pencil--learn to write better.Your mailmerge is broken. Dear <first name> is far worse than no mailmerge at all. Here's the simple test: if you're not willing to spend fifteen seconds per name reviewing the list and cleaning it up (why did you email me six times?), then don't expect that we have fifteen seconds to read what you wrote. If you have 4,000 names, that's 1,000 minutes. Don't have 1,000 minutes? Don't send the mail.Text is what humans send. Corporations send HTML and pretty graphics. Either can work if expectations are set properly, but if you're a human, act like one.Why are you emailing me? If you can't tell me in six words what you need me to do, it's unlikely I'll be able to guess.The thing you need me to do better be fun, worth doing and generous. If it's not, I'm not going to do it, no matter how much you need me to do it.When does this end? If you're going to send me a series of notes to promote something, does it go on forever? Telling me what's ahead is more likely to earn you permission going forward. "Oh good, the next one!" If people aren't saying that, you've failed.Pinging everyone, at once. Why on earth would you hit SEND ALL? Send 20, see what happens. Send 20 different ones, compare. Send 50. Now send all.If your email promotion is a taking, not a giving, I think you should rethink it. If you still want to take the time and attention and trust of your 4,000 closest friends, think hard about what that means for the connections you've built over the years. There are few promotional emergencies that are worth trading your reputation for.
All Activities can & should be evaluated onThe Value-perspectiveThe Customer-perspectiveThe Experience-perspectiveThe Relationship perspectiveThe Network-perspective
Sales teams run on specific metrics, while customer service departments operate on an entirely different system. Each department’s success measurements for social media should be based on their specific goals and metrics.In the Kraft story, R&D would be most impacted by number of people who want a real rainbow oreo cookie. Could spawn a line of colouredoreos, even if they cant create a rainbow one.
This is what it looks like when someone hands me a report that says, “We have 10 new followers!” They get the stink-eye, grilled endlessly, and I start to rifle my fingers through the stack of resumes on my desk.And I am not alone. You need to arm decision makers with actionable intelligence. NOT empty metrics.
Orgs large and small need a framework to help them understand their:Activities:Listening – collecting data, experience and sentimentAnalyzing – identifying and extracting target data setsAct – engage -> content developed. Listen, report, tweak content, engage. Repeat in an ongoing tracking cycle.
For small businesses, a CRM system may simply help you put your data in the cloud, making it accessible in real time, across any device. But as you grow, a CRM can quickly expand to include more sophisticated features to help teams collaborate with colleagues and customers, send customized emails, gather insights from social media conversations, and get a holistic picture of your business health in real time.
Your customer talked to three people in your organization, do you know all of the key elements of those contacts for the next call.Not only about accountability – how can you help, do you have the right tools to close the deal, who else may they be talking toYou have a meeting coming up with a parent, can you easily look at their history and correspondence with you You’re unable to schedule follow ups, don’t have all the information you need to handle a matter, book an interview etc.You’re not staying in touch when on the roadHow do you know who your best customers are – the squeaky wheel or the quiet ones who have referred othersWhat if the opportunity to open a new space came up – how long would it take you to determine capacity, productivity without draining current sources