1. © 2013
Grow Your Business
with Email & Social Media

2. © 2013
Grow Your Organization
with Email & Social Media
simple marketing strategy
for nonprofits

3. © 2013
April Heavens-Woodcock
Chief Buzz Office
Touching Clients
awoodcock@touchinglcients.com
Facebook.com/touchingclents.com
@touchingclients

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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
38%
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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INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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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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ENOUGH
is it
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
to just look good?

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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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EXERCISE
Start here.
write down the framework for marketing
set marketing GOALS and OBJECTIVES1
2 run CAMPAIGNS on the CHANNELS that matter
get measurable RESULTS3
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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3
set marketing GOALS and OBJECTIVES1
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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GOALS
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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OBJECTIVES
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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OBJECTIVES
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
deliver
content to
tradeshow
leads

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OBJECTIVES
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
deliver
content to
tradeshow
leads

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EXERCISE
capture your ideas
» 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
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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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
fundraising
build your
network

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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
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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HOW MUCH IS ENOUGH
LESS
IS MORE.
FOCUS.
38%
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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WHAT DO I WRITE ABOUT
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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WHAT DO I WRITE ABOUT
• repurpose + reuse
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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EXAMPLES OF OFFERS
discounts downloads
support
a cause
event
invites
hints + tipsB2B services
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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GOT PICS?some channels thrive on visuals
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
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Source: Facebook, “Best Practices for your
Page and media strategy” (March 2012)
38%
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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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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EXERCISE
capture your ideas
» 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
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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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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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”
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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LOOK LIKE YOU
brand consistency
colorcop.net
search “Pixeur”
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
DigitalColor Meter
installed on Macs

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LOOK GREAT
brand consistency
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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SUBJECT OR HEADLINE
winning the battle of priorities
2SECONDS
2WORDS
2TODAY
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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? [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]
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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EXERCISE
capture your ideas
» use the 2-2-2 principle
• write a good subject line or headline for
each of your campaigns
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 is plenty
• 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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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
FIND YOUR BEST DAY
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INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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FIND YOUR BEST TIME
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INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
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

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INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!

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• 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)
PRACTICAL ADVICE
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
EXERCISE
capture your ideas
» when will you send?
• write down three days and times you want
to test for your emails

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set marketing GOALS and OBJECTIVES
48
an agenda and framework for marketing that works
1
get measurable RESULTS
2 run CAMPAIGNS on the CHANNELS that matter

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49
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 store
or office
schedule
a session
donate call
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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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 monetize 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 register
• with the check 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
Text to Join™
from Constant Contact
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

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CONSTANT CONTACT TOOLS
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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YOU CAN DO THISresources to make it simple
this space will feature a “text to join”
block with information for the
presenter, as well as a visual of the
workbook
INTRODUCTION GOALS +
OBJECTIVES
CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY
text to join my list:
855-816-6508

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Q & A
THANK YOU!