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Session from the 2014 I
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What will we cover
• Basic marketing message concepts.
• Simple ways to improve effectiveness without spending a lot of time.
• Using our content to build out your marketing.
Marketing basics
• Messaging (social and email) is different from advertising.
• Today’s marketing benefits most from a consistent and continuous messaging.
• Messaging should not always contain an offer, but can if balanced properly.
• Advertising is expected to “sell,” social is expected to “engage”
HootSuite• We recommend using HootSuite, available free at
www.hootsuite.com, to manage social activities
• Desktop, smartphone and tablets
• Free for most users
• Manage multiple services from one program
• Schedule posts in advance
Setting up HootSuiteStart adding “streams” (tabs)
Setting up HootSuiteAdding more streams (tabs)
Setting up HootSuiteAdding more streams (tabs)
Setting up HootSuiteSetting up multiple accounts
Using HootSuiteSelect account
Using HootSuiteSelect account
Using HootSuiteCompose message
Using HootSuiteSchedule message
Using HootSuiteSchedule message
Using HootSuiteMonitor activity
Daily To-Dos
Update your status. Be sure to make it relevant to your audience. It’s okay to mention store-related things like classes, new gear, etc.
Review comments on your wall and respond to them.
Review your news feed and comment on posts and updates from your contacts.
Respond to invitations and messages in your inbox.
Locate new people to invite to your “Like”page by checking out the friends of current page fans
Grab a cup of coffee and take 10 minutes a
day
Don’t forget images
Post an update. As with Facebook, make your updates applicable to your audience. The key to Twitter success is brevity and consistency.
Check out your new followers. If they look like appropriate contacts (i.e., not spammers), follow them back.
Respond to DMs, i.e., direct messages, and “@”messages. The latter are tweets aimed directly at you, but posted publicly.
Read your feed and see what people are talking about. Some of your followers will be chatting about your area of specialty; others won't. Respond if useful.
Daily To-Dos
Facebook business page
Promote your events
Google +
Choose an accessible Gmail Account
Choose an accessible Gmail Account
http://bit.ly/transferGPageOwnership
Customize a page
Promote
Optimize your listing
Makes Google smarter
Improved search results
More ways to get traffic
Google+ loves photos
Email Marketing
• Email marketing is not about selling. Email marketing is about information and connection.
• A useful email will inform the recipient and encourage them to take some sort of action; visit your website, come to the store, redeem a coupon, etc.
• Different from social messaging in that there is a subtle call to action.
Build your list and review it
• Ask your customers for email addresses
• Ask permission to contact them
• Set the conditions: No more than twice a month, provide useful information, etc.
• Make it worth their time
Get email addresses from online orders
Email Marketing
• Use Constant Contact, MailChimp or similar service which offers subscribe/unsubscribe options.
• Great time to use evergreen photo tips.
• Highlight local photo opportunities.
• Remind customers you are part of your community.
Questions
• Next webinar, “Generate Interest with Pinterest” to be Tuesday, July 8, at 2 p.m.
• Downloads and content posted at
• www.lucidiom.com/marketing-tools
