Grow your business

Grow Your Businesswith Email & Social Mediasimple marketing strategy

for small business & nonprofits

Kelly MirabellaSocial Media Geek

Stellar Media Marketing

Kelly@stellar247.com

Fb.com/stellar247

@Stellar247

Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing

tools and free coaching.

Send personalized email newsletters and expand your audience with our list-building

tools.

Manage your events online: send invites,

create an event homepage, and

promote registration.

Turn fans into customers with coupons, downloads, and contest on Facebook

and get new likes and email sign-ups.

Reward loyal customers with shareable local deals

and capture contact info every time

you sell.

Get found by millions online and manage your business info across the web, all

from one place.

Transform your communications into conversations with online surveys and

polls.

Email Marketing EventSpot Social Campaigns SaveLocal Single Platform Online Survey

Facebook LinkedIn InstagramTwitter Pinterest Youtube

INTRODUCTION

GOALS + OBJECTIVES

CAMPAIGNS CHANNELS RESULTS TOOLS SUMMARY

INTRODUCTION

GOALS + OBJECTIVES

38%Source: Litmus, “Email Client

Market Share,” April 2012

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GOALS + OBJECTIVES

traditional marketing

convert

new marketing

convert

MARKETING HAS CHANGED

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)

ENGAGEMENTthe new word-of-mouth is

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GOALS + OBJECTIVES

you can be your authentic self

you have an advantage

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GOALS + OBJECTIVES

ENOUGHis it

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GOALS + OBJECTIVES

to just look good?

at its core, marketing is abouteliciting a physical and measureable

RESPONSE

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GOALS + OBJECTIVES

EXERCISEStart here.

write down the framework for marketing

set marketing GOALS and OBJECTIVES1

2 run CAMPAIGNS on the CHANNELS that matter

get measurable RESULTS3

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GOALS + OBJECTIVES

set marketing GOALS and OBJECTIVES1

an agenda and framework for marketing that works

get measurable RESULTS3 get measurable RESULTS

run CAMPAIGNS on the CHANNELS that matter2 run CAMPAIGNS on the CHANNELS that matter

GOALSmarketing

•reach new customers•drive repeat business

•nurture leads•engage members and advocates

•increase donations

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GOALS + OBJECTIVES

OBJECTIVESget more specific with

drive donationsthis month

deliver content to tradeshow

fill seats on a

Sunday night

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GOALS + OBJECTIVES

ONE AT A TIMEtry to think about just

what action would people take?can you measure it?

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GOALS + OBJECTIVES

fill seats on a

Sunday night

EXERCISEcapture 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

set marketing GOALS and OBJECTIVES

get measurable RESULTS

CAMPAIGN?what is a

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GOALS + OBJECTIVES

PUSH{content}

PULL{response}

CAMPAIGNStypes of

discussion

informationsharing

event invites +updates

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GOALS + OBJECTIVES

offers +promotions

fundraisingbuild your network

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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GOALS + OBJECTIVES

HOW MUCH IS ENOUGH

LESSIS MORE.FOCUS.

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WHAT DO I WRITE ABOUT

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WHAT DO I WRITE ABOUT• repurpose + reuse

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EXAMPLES OF OFFERS

discounts downloads

supporta cause

eventinvites

hints + tipsB2B services

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GOT PICS?some channels thrive on visuals

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post + video = 100% more engagement

GOT PICS?

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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GOALS + OBJECTIVES

WHICH CHANNELS MATTER?• depends on your audience and what you want them to do

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EMAIL + SOCIALyou have to use both

amplifyyour email

drive traffic back to your list, email, etc.

» 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

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NOW, LATER OR NEVERthree little words that rule your world

• who is it “from?”• what’s the “subject?”• when do you send your communication?

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WHO IS IT FROM?winning the battle of priorities

how will you be most recognizable?

CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”

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GOALS + OBJECTIVES

LOOK LIKE YOUbrand consistency

colorcop.netsearch “Pixeur”

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GOALS + OBJECTIVES

DigitalColor Meterinstalled on Macs

LOOK GREATbrand consistency

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SUBJECT OR HEADLINEwinning the battle of priorities

2SECONDS2WORDS 2TODAY

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GOALS + OBJECTIVES

SUBJECT OR HEADLINEwinning the battle of priorities

$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]

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GOALS + OBJECTIVES

» use the 2-2-2 principle• write a good subject line or headline for

each of your campaigns

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GOALS + OBJECTIVES

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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GOALS + OBJECTIVES

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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FIND YOUR BEST TIME

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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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GOALS + OBJECTIVES

WHEN TO SEND & POST

best day best time

DO NOT BE ROMANCED BY A HIGH

OPEN RATE – MEASURE ACTIONS!

• 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

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GOALS + OBJECTIVES

» when will you send?• write down three days and times you want to test for your emails

set marketing GOALS and OBJECTIVES

get measurable RESULTS

at its core, marketing is abouteliciting a physical and measureable

RESPONSE

INTRODUCTION

GOALS + OBJECTIVES

RESULTS ARE MEASUREMENTS OF ACTIONS

click ordownload

come tothe storeor office

schedulea session

donate call

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TOOLS YOU NEEDEmail marketing is hard to beat

• lots of physical, measurable response

• easy to brand with colors + logos

• helps to measure and monetize social media

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TOOLS TO EXPAND YOUR REACH• Simple Share tool

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TOOLS TO EXPAND YOUR REACH• social media buttons

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TOOLS TO BUILD YOUR LIST – OFFLINE

•at register•with the check at end of the meal

•on registration forms

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TOOLS TO BUILD YOUR LIST – ONLINE• Join My Mailing List (app for website, Facebook, etc)

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TOOLS TO BUILD YOUR LIST – APPS

Scan to Join™from Constant Contact

Text to Join™from Constant Contact

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CONSTANT CONTACT TOOLS

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THIS IS EASY. REALLY.low cost tools save you time & energy

monitor+

schedule

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BE YOURSELF.

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Q & AToll Free

855-816-6508

want more help?

CALL A COACH

(AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!)

Kelly@stellar247.com

facebook.com/stellar247

twitter: @stellar247

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