Marketing for success_p4

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

Agenda
•

Introductions

•

Week 3 Questions

•

Week 4 Objectives

•

Video

•

Tools and tips:
•

E-Mail

•

CRM

•

Proposal Writing

Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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?


Week 4 – Goals
•

Week Four – Wrapping Up:

Adding Video to your efforts;
Some tools to make your work lighter.
Proposal Writing;

Summary.


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


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


Goals for video:
 Increasing conversion rates
 Improving brand awareness
 Giving viewers something
useful
 Creating social engagements
and sharing
 Appearing in Google’s SERPS

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.


Various Services Free vs. Paid


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


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

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


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


Create an exchange with your
readers, your valuable information for
their valuable time.

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

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).


Email – Personalize it

Consider dividing your
readers into various
groups, based on
personas that you’ve
identified.


Email – Purpose

What is the purpose of your email or
newsletter?
• Is your reader being engaged?
• Do you have a call-to-action?


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


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.


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.


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


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


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.


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.


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.


Measure what matters!

Arm decision makers with actionable intelligence; NOT empty metrics.
“WOOT! We have 10 new followers!” just doesn’t cut it.

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


Process

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.

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


Major advantage of CRM:

Report your
progress internally, and open
up channels for transparent
collaboration across teams

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.


SM Management Tools - Dashboard

One place to manage all of your social channels


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.


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.


What the record would be


Manage the new contact


Add other Social Channels to Record

How we first met
and how we can
extend our
connections.


Productivity tools to assist with social


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.


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/


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


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