Contenu connexe Similaire à Grow your Business with E-mail and Social Media (20) Grow your Business with E-mail and Social Media1. Copyright © 2014 Chameleon Consulting, LLC - www.chameleonconsultingllc.com – All Rights Reserved 1
2. Copyright © 2014 Chameleon Consulting, LLC - www.chameleonconsultingllc.com – All Rights Reserved 2Copyright © 2014 Chameleon Consulting, LLC - www.chameleonconsultingllc.com – All Rights Reserved
AGENDA
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A Revolution is Taking Place
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Evolution of Marketing
Post What they Want
E-mail Marketing Tools
Can-Spam Act Alert
It’s a Social World
Latest Social Trends
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A revolution is taking place
Social Media Revolution 2012 | Erik Qualman | YouTube.com
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Evolution of media
One-way Media
Many-ways Media
• Always on
• Always informed
• Always connected
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The Evolution of users
• Search for something
• Discover
• Browse
• E-mail marketing
• Direct marketing
• Online marketing
• Sponsorship
Users do their
own research
Advertisers push
message out
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marketing framework
• Set marketing goals & objectives
• Run campaigns on the channels that matter
• Measure results
• Drive revenues this month
• Deliver content to tradeshow leads
• Fill seats on a Sunday night
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marketing goals
• Reach new customers
• Launch new products
• Drive repeat business
• Nurture leads
• Engage loyal customers
• Relay company news faster
• Promote new services
• Retain existing members
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Types of campaigns
• Information sharing
• Build your network
• Welcome
• Discussion
• Offers & promotions
• Support a cause
• Event invites & updates
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What type of content do I post?
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Examples of offers
Discounts
Downloads
Hints & Tips
Special Promotions
Blog
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Latest news on e-mail marketing
• 80.8% of users report reading email on mobile
devices
• Over 50% of respondents say they read most
of their emails
• 65% prefer emails that contain mostly images
vs. 35% who prefer mostly text
• Saturday has the highest Click Through Rate
(CTR) at over 9%
• Most unsubscriptions come on Tuesdays (0.52%
unsub rate)
• Clicks by button text: Click Here gets the
highest % of clicks over Go and Submit
Source:
HubSpot
2014
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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
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How effective are posts?
• Post + Video = 100% more
engagement
• Post + Picture = 120% more
engagement
• Post + Photo Album = 180%
more engagement
Source: Facebook, “Best Practices
for your Page and media
strategy” (March 2012)
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When to send & post?
Social media
• 3-5 times a week is plenty
• Use automated tools to help
E-mail
• Monthly is most common
• When are they likely to take the
action you want?
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Find your best day
• Divide your list into 3
groups of people
• Select 3 days in the week
to test
• Send your e-mail, watch
for best response
• Use same 3 groups of
people
• Select 3 times on the day
with the best results
• Send email at 3 different
times of day
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Find your best time
Share at the Right Times
Different social networks have different peak times for
posting. Take advantage!
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Tools you need
E-mail marketing is
hard to beat
• Lots of physical,
measurable responses
• Easy to brand with
colors + logos
• Helps to measure and
monetize social media
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Practical advice
• 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)
*Reminder: test on your mobile device
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Review the can-spam act
Go to www.business.ftc.gov and search can-spam
Did
you
know
that
your
business
can
incur
fines
for
sending
e-‐mail
campaigns
using
Outlook,
Gmail,
AOL,
or
MSN?
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Results are measurements of actions
• Click or download
• Come to the store or office
• Schedule a session
• Donate
• Call
• Purchase
• Reserve now
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tools to build your e-mail list-offline
• At register
• With the check at end of the meal
• On registration forms
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tools to build your e-mail list-online
Join My Mailing List
(app for website,
Facebook, etc)
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• Scan to Join ™
• From Constant Contact
• Text to Join™
• From Constant Contact
• iCapture e-mail
• Wisestamp
• E-mail apps platform
• Shoeboxed.com
tools to build your e-mail list-apps
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Constant contact tools
• E-mail Marketing
• Social Campaigns
• Event Spot
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It’s a social world!
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Did you know these social media statistics?
• Companies that acquired customers from
Facebook: B2C is 77% and B2B is 43%.
(State of Inbound Marketing, 2012)
• Retail is the top industry that has acquired
customers through Facebook.
(State of Inbound Marketing, 2012)
• Pinterest is now the 3rd most popular social network in the U.S. in terms of
traffic. (Experian)
• 30% of Pinterest users are women 25-34 years old. (Ignite)
• The top interests on Pinterest in the U.S. include crafts, gifts, hobbies/leisure,
interior design, and fashion designers/collections. (Ragan.com)
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Which channels matter?
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Tools to expand your reach
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More easy to use tools
• Nutshell E-mail
• Hootsuite
• Google Alerts
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Why actively use LinkedIn?
• To research potential B2B customers online
• To let your entire network know about your business
• To cultivate helpful relationships in new networks
• To post comments and questions regularly online
• To grow your business e-mail list
You can connect to the
“World’s Largest Professional Network”
with 175+ million members.
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What’s new in social media?
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Facebook trending topics
• See what other people on Facebook are talking about
• Topics include sports, politics, and, entertainment
• Users can click through to see shared related articles,
pictures, and statuses
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Social media business benefits
• Facebook now has a rating system for businesses
• Customers can rate your company on a scale from 1 to
5 and write a comment
• Great tool for measuring customer satisfaction beyond
just “likes.”
Facebook
star
ratings
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Twitter feed images
• Twitter now automatically
shows images right in the
feed as you scroll
• An image improves
clicks, retweets, favorites,
and overall engagement
• A link to an image to
draw people’s attention in
the noisy feed
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LinkedIn showcase pages
• Businesses can create niche pages off of their main page
• Showcase a new product to a specific buyer
• Each company can create up to 10 free pages
• Great for companies with subsets of customers
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Contact information
Cathy C. Smith
Chameleon Consulting, LLC
E-mail: cc@chameleonconsultingllc.com
Website: https://chameleonconsultingllc.com
Facebook: https://www.facebook.com/ChameleonConsultingLLC
LinkedIn: http://www.linkedin.com/company/chameleon-consulting
Twitter: @ChameleonConsul
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