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How do we communicate with our customers, clients and prospective users of our services? Before we communicate our message, we need to identify our brand. Social media, email marketing, print media all have a place in a small business marketing plan. Mass Marketing Resources is located in Western Mass. http://www.massmarketingresources.com
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“You Had Me At Hello”Connecting With Customers in a Tech Savvy World
Presented by: Liz Provo
Mass Marketing Resources
www.massmarketingresources.com
Liz ProvoMass Marketing Resources• Provider of marketing
services for small businesses • Extensive background in
sales, marketing and customer service
• Small business owner for 11 years
• Early adopter of blogging, email marketing & social media
• Member of HBRAWM since 2001
Communication in Business
Creating your personal brand
Recognizing, remembering and rewarding existing customers
Building new relationships based on trust
Choosing the right communication tools for your demographic
Social media – the ultimate referral tool
You Are Your BrandWhat makes you YOU?
What makes you different?
What are your personal strengths?
What are your biggest weaknesses?
What are you most proud of?
Who do you serve?
How have you added value?
How do others perceive you?
Who is your ideal client?
Branding Your Business
Also known as “good will” expectations
You do not OWN your brand
You cannot CONTROL your brand
You CAN make sure all actions align with your brand
Your employees represent your brand too!
Source: Owner Builder Custom Homes
Your Website:Clear Communication Begins HereConsistent colors, fonts, logo, content
Communication MaterialsStationary, cards, envelopes, postcards
Collateral Materials: Brochures, Sell sheets, folders
Vehicles:Wraps & Lettering
Signage:Business location, on-site
Phone, Fax Email
Voice mail messageProfessional
Fax CoverLogo, links
Email signatureLogo, links
Only 2 Places To Look For More Business
1. Existing customers1. Already know you
2. Already trust you
3. Already bought from you
2. New customers1. Cost 5 times more to acquire vs. retaining existing
customers
2. May not know you
3. May not trust you
Truth is….you need both!
“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” ~Zig Ziglar
How Do You Attract Customers?
Website (HUB): Calls to action, FREE information, newsletter signup, social media links, lead capture, customer expectations
Directory Placements & Review Websites: Google Places, Referral websites (ServiceMagic), Angies List, Manta, Yelp
Social media
Email Marketing
Direct mail
Paid advertising: Print, radio, TV, Internet
Customer referrals
Volunteerism, PR, networking
We want your business!
A Look At Existing Customers
When was the last time you communicated with your clients?
What did you communicate?
How did you communicate? Snail mailEmailNewsletter (print or electronic)Phone In person
How often do you reach out to your customers?
Charting Your Demographics
Databases: Customer records & Reports: Quickbooks, spreadsheets (Excel), CRM (Customer Relations Management) software, sales data/invoices
Website analytics: Google Analytics
Social media metrics: Facebook Insights, YouTube Analytics, LinkedIn Follower & Page Insights
Your Communication Strategy – Hit or miss, or well structured?Use data to develop
comprehensive strategy
Focus on relationship marketing
Be pro-active – reach out – 7, 10 or more “touches”
Use your marketing calendar and editorial calendar wisely
Crafting & Communicating Your Message
Website
Email Marketin
g
Email (Trad.)
Social Media
Phone
Personal Contact
Social Media:Facebook, Twitter, LinkedIn, YouTube, Pinterest, Blogs, Google+, etc.
People trust their SM friends to refer quality brands
SM is KEY to building relationships & trust today
Should be linked from website and each platform
Take SM “offline” for personal contact
Print, Phone, Personal Contact
Print media – think postcards, personal note cards, good presentation materials
Personal phone calls (not a sales calls) are appreciated after a sale
VALUE a client by sending kudos, meeting for coffee, acknowledging them
Remember, on average, it takes 7 touches for a sale to occur.• Some buy right away• Others research and
try• Some show interest
but don’t trust you yet
Good Communication Takes Time, Money, Energy & Effort…
How Do You Stay In Touch???
Email Marketing – The GluePeople who WANT to
receive your message
Permission-based
Ties well with social media and your website
Share content seamlessly
Instant communication
Promote, educate, enlighten
Low cost- high ROI
Provide Value To Your Audience
Newsletters:• Frequency: Regular i.e. monthly / weekly• Educational content (typically non-promotional)• Use bullets, summarize information, be concise• Click-through to website for more info.Promotions / Invitations / Surveys:• Frequency: Depends on your business and sales
cycle• Focus on promotion / limited content• Use content to invite click-through or other actionAnnouncements:• Frequency: Event-driven• Press releases, holiday greetings, thank you
cards…• Use content to build deeper relationships
Determine Appropriate Format
Frequency & Delivery TimeHow often to send• Create a master schedule• Include frequency in online
sign-up “Monthly Newsletter”• Keep content conciseWhen to send• Day of week (Tuesday &
Wednesday)• Time of day (10am to 3pm)• Send at different times and
compare resultsMaximum impact with minimum intrusion
Getting Email Opened
The “Subject” Line
Keep it short and simple
30-40 characters including spaces, (5-8 words)
Incorporate the immediate benefit of opening the email
Capitalize and punctuate carefully
Avoid copying the techniques inherent in spam emails (excessive punctuation, symbols, guarantee, free, etc.)
Track Results & Improve Lists
Monitor open rates, click through rates
Monitor bounce rates, spam alerts
Remove non-existent addresses
Check spellings of email addresses for accuracy
Make phone calls to assure correctness
In Closing
Create your personal brand
Recognize, remember and reward existing customers
Build new relationships based on trust
Choose the right communication tools for your demographic
Combine social media w/ email marketing for best results
A Special Offer . . . . .
Return your completed form tonite to get started!
THANK YOU!