Lisa sparks power of email marketing and social media marketing for small biz owners

The Power of Email Marketing
and Social Media Marketing
for Small Business Owners

Copyright © 2008 Constant Contact Inc.

Housekeeping

Please:
Please Silence All Cell Phones
Silence Cell Phones
Please Take Calls Outside
of Seminar Room (Quietly)

Copyright © 2008 Constant Contact, Inc. 2

Win our New Book!

Drop Your Business Card for a Chance
to Win a Copy of

“The Constant Contact Guide to
Email Marketing”

by Eric Groves, Senior VP of Global
Market Development, Constant Contact


Thank you for attending today’s workshop

■ Ask plenty of questions –
remember to introduce yourself

■ Take tons of notes but don’t
worry about the slides

■ Additional Resources

■ Share your feedback about
today

■ Receive information about
future events

■ Remember to network during
breaks

CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 4

It Takes Relationships to Build a Business

Capture Leads

Build
Relationships

Close Sales


Acquiring Customers

Time… Money… Energy… Effort… Trust

On average, it takes 7 touches for a sale to occur.

■ Some know and trust you, buy right away
■ Others research further, try it before they buy it
■ Some know someone who knows you and
are likely to learn more before they act
■ Others show interest but don’t trust you

Some just have no interest…

Copyright © 2010 Constant Contact, Inc.

Strategic Thinking: The 5 Buckets

Super Customers Know of You Someday
Fans Never


Building Your List Using Social Media

Motivate Action when using Social Media

Why Motivate Followers/Fans to Give you their Email Address?

With email you can:
■ Control the frequency and length of content
■ Measure the effectiveness of the campaign
■ Segment your list for future follow-up
■ Deepen the relationship with your prospect/client

Build Your List Where You Connect

Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence

4
2 3 5

1

57% of consumers will fill out a
card to receive email alerts
when asked to by a clerk at a
local small business. Customer & Prospect Database
Source: Transact Media Group

Build Your List – Facebook Example #1


Build Your List – Facebook Ex ample #2


Build Your List – Twitter Example #1

Tweet your Join My Mailing List URL… often!


Consumers Define Spam


The Importance of Permission

Types of permission:

Explicit: Opt in from your website or fill out a card
■ “Join our mailing list”
■ Single vs. Double Opt-in

Implicit: Requests for information, existing relationship

Note: Always make sure
to ask for permission
when collecting
information

Collecting Information and Permission

■ Include your logo
and brand identity.

■ Describe your email
content and how often
you’ll be sending

■ Ask about your
customers’ interests
to stay relevant

■ Ask for additional
contact information
when necessary


Sending a Welcome Email

■ Include your logo
and brand identity

■ Personalize
your message

■ Reinforce
permission and
ability to change
preferences


Using a Permission Reminder


List-Building and Permission Checklist

Ask yourself as you build your list…

■ Are you collecting contact information at every customer
touch point: both in-person and online?
■ Are you asking for permission as well as contact
information?
■ Are you clearly describing your email frequency and
content?
■ Are you sending a welcome email or a confirmation email?
■ Are you using permission and subscription reminders to
stay current?


Section 2: Inform
Creating Valuable Content

Determining what is valuable to your audience

Creating and reusing content for different audiences

Choosing an effective email format and selecting
appropriate social media tools

Deciding what day and time to send


Keys to Content Development

Know Your Audience (The Influencers/The Talkers)

1. Survey Them

2. Create a Target Audience Profile
• Likes/Dislikes
• Sense of Humor
• Lingo/terminology
• Ways they refer to each other

3. Hang out where they hang out
• Forums
• Blogs
• Newsletters
• Twitter (Who are they following?)


Know Your Audience

Four Biggest Secrets to Powerful Content

1 Start with your customer
What are their fears, needs, concerns?
What do they talk to their colleagues about?
What are their hot buttons? What gets them talking?

2 Find an emotional connection, not just a factual one.

3 Control the flow of communications.
Focus on one message only to lead them to respond.

4 Always have an offer. What’s the incentive to respond now?


Coming Up With Valuable Social Media Content

What to include in your Facebook,
Twitter and LinkedIn Updates
■ Don’t pitch
■ Share current and relevant
information that leaves them
wanting more
■ Share helpful hints and tips to
built trust
■ Answer questions without selling
■ Have insight/opinions
■ Stay focused on keywords/SEO

Always provide value.


Always Provide Value

Instead of:

“Just met Warren Buffet at
Economic Turnaround Summit.”

Try:

“Warren Buffet’s top three stock
picks:
http://tinyurl.com/buffet3”


Build the Relationship with Cool Content

Keep a Content Folder


Build the Relationship with Cool Content

Google Reader

Depth vs. Frequency


Content Checklist

Ask yourself as you create email content…

■ Are you trying to promote, inform, or relate?
■ What is your audience interested in?
■ Is your email format branded and supportive of your
message?
■ Is your email concise and does it include a strong call to
action?
■ Does your content match your frequency and timing?

Ask yourself as you create social media content…

■ Are you trying to generate awareness, increase sales, or
heighten loyalty?
■ Are you providing value to your audiences, reusing relevant
information?

Frequency & Delivery Time

How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and relevant to planned frequency
When to send
■ When is your audience most likely to read it?
■ Day of week (Tuesday & Wednesday)
■ Time of day (10am to 3pm)
■ Test for timing
■ Divide your list into equal parts
■ Send at different times and compare results

Maximum impact with minimum intrusion


Frequency – Social Media

Daily

2 – 3 times/week

2 times/ week

Weekly/Monthly

Graphic Courtesy of Jay Baer, http://www.convinceandconvert.com.

Developing the Relationship


They’re on Your List – Now What?


Text vs. Graphics


Building Relationships – Feedback


Content Resources

List of Article/Content Resources
-Copyblogger.com
-EzineArticles.com
-BluePenguinDevelopment.com


Filling the Sales Funnel

Marketing Funnel

The Masses
Usually free
Low
or low cost Cost
Customers Dedicated customers
email
$47 - $247 who return over and
over to your business
Fans
Thousands, Millions

Email marketing helps you find FANS within the MASSES:
■ 7 Touches before sale occurs
■ Use email to continue upsell process
■ Retain happy customers for life with your personality. SHARE!

Email Marketing – YOU: the missing link


Closing the Sale – Boulder Arts and Crafts

Problem: Needed to
clear out excess
inventory.

Solution: Sent 25% off
discount email to list of
1600

Result: Within hours
received $4,000 in
sales


Closing the Sale – Fajita Grill

Problem: Wanted more customers in
their restaurant

Solution: Sent email with coupons to
list of 400

Result: 100 redeemed the coupon
within a month (that’s a 25% coupon
redemption rate!)

Note: They email coupons at 10 a.m.
and will have a line outside the door of
the restaurant at 11:30 a.m. with
printed email coupons in hand!


Closing the Sale – Duck Tours

Problem: Grow interest in the
tours year-round

Solution: Send targeted
campaigns to groups such as
schools, religious and
community organizations

Result: 153% increase in
revenue over a three year
period


What next?

Just getting started?
■ Start building your list
■ Learn how to create an email
■ Sign up for a free trial
Ready to learn more?
■ Attend an in-depth seminar
■ Read “Constant Contact Guide to
Email Marketing”
■ Visit the Constant Contact learning
center
Want to expand your expertise?
■ Join Constant Contact’s online
community
■ Sponsor a non-profit through
Cares4Kids.com

ConstantContact.com

Twitter Case Study – Treats Truck


Keeping it all together


Additional Resources

■ Constant Contact Free Trial
Free 60 day trial for up to 100 email addresses. Signup form for your website, 150+ templates,
free technical support. www.constantcontact.com.
■ Local Seminars
Constant Contact’s Regional Development Director provides ongoing seminars on a variety of
marketing topics. For more information on local seminars visit: www.local.constantcontact.com
■ Constant Contact Learning Center
From live and recorded webinars to daily live product tours, the Constant Contact Learning
Center is the place to find all the resources you need get started or take your email marketing
to the next level. www.constantcontact.com and click on Learning Center.
■ ConnectUp! User Community
Meet others - like you - to share and gain insights on email marketing and other topics you care
about. Read and post to the discussion boards on issues that matter to you.
■ Email Marketing Hints & Tips
Our monthly email newsletter featuring email marketing insights from CEO Gail Goodman will
help you create great campaigns, increase your open rates, build your list, and be the best
email marketer you can be.


Constant Contact Cares 4 Kids

The Constant Contact® Cares4Kids program assists
community-based non-profit organizations that help
children build the fundamental skills they need to
succeed in their communities and in life. Cares4Kids
program recipients receive free use of a 10,000 list
Constant Contact account for their organization.
www.cares4kids.com
Who is eligible?
Any organization that is a non-profit that
provides educational mission to support
children.

How do I get started?
Visit the Cares4Kids program to get started
at www.cares4kids.com.


Thank You!
Please drop your business card
and receive a copy of today’s presentation.


Lisa sparks power of email marketing and social media marketing for small biz owners

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