Back in April (Wednesday, April 9 to be exact) I attended “Grow your small business with email and social media marketing,” a free talk sponsored by Buffalo Niagara SCORE and lead by a sales representative from Constant Contact. I typed up some notes to share with my coworkers, but never posted them to this blog. Since I went looking for these notes again recently, I thought I would share them here as well.
General marketing advice
- Flip the (sales) funnel; your current customers are valuable. You want your customers to come back and be your brand advocates and salespeople.
- Your customer’s friends are your next great prospects.
- When your customers are most happy – when they are most satisfied with your service (like getting their items shipped e-mail) then ask them to join your e-mail marketing list.
- Don’t just send a generic “welcome” e-mail to new subscribers. Wow them by “welcoming” them and asking them what you can do for them or helping them.
- Tell people your company is “different” not “better” because saying you are better than your competitor /customer’s current choice implies that the customer’s current choice is a mistake they made.
- Every $1 spent on e-mail marketing earns $40-$70 in return investment. (SCORE Guy that spoke before her said this.)
- Nearly 50% of people read e-mails on a mobile device.
- Let your e-mail subscribers know that you post more (and more frequently) on social media so they can follow you there.
- 67% of people have their images for e-mails set to off. Make sure your most impt. Information is in text to make sure your information is seen.
- Links get more clicks, buttons do not.
- Put logo on left side or center
- Put key information above “scroll”
- Make sure your e-mail address is recognizable
- To find the best time/day to send e-mail, divide list into three segments and test segments over three days (Segment one- send Tuesday, Segment two- Wed).
- Take day with most opens and send e-mail that day but now pick three different times.
- No Friday or Monday to send e-mails.
- “222” formula – you have two seconds, using first two words (in your subject line) to convince someone to open your e-mail today (now). Or else they will never open your e-mail. First few words are important because that might be all that they see on their mobile device and it entices people to read more.
- Put time in headline – “This summer stay cool”
- Newsletters need to be short and sweet. The days of the long newsletter are in the past.
- Send 1-2 e-mails per month, short. Put only two links in it, a little info. Include links that send them somewhere, because that’s measurable. Do not give too many choices.
- Measurable results – are an action.
- Twitter, LinkedIn and Facebook are the top three social networks
- New – Pinterest and Instagram
- YouTube.com is the #2 search engine. People are really looking at video. They do not have to be high-value productions, but they have to be valuable and informative.
- When you post something ask people to comment or share, ask a question, post a poll, or post something that will make people take action.
- Posting frequency – 3-5 times a week, no more than two times a day. Key is consistency.
- Free tool from Constant Contact – Nutshell – tracks your brand’s social media activity and delivers a summary to your email inbox on your schedule.
- Saturday is the day with the most shares
- Video posts = 100% more engagement
- Picture posts= 120% more engagement
- Photo Album posts= 180% (increases your chances that one person will like at; least one photo)
Take time to send a welcome e-mail to people that connect to you on LinkedIn. “Thank you for connecting with me. How do you see us doing business together?”
- Use #Hastags for your tweets to be included in categories of posts, or for events.
- Create twitter chats. Let your followers know via e-mail/social media that you will be on twitter on a certain time/day to answer any questions or to talk about a topic.
Mostly female audience. Top categories are food, jewelry and shoes.
- Write about stuff that you know and they (audience) don’t. Stuff you know about first.
- Curate/share content
- You can use the same content on different social media; do it strategically ex: post to twitter one day, Facebook the next, etc.
- Offer a free download (idea- cook book, recipes for holidays/times of the year. Holiday checklist.)
Buffalo Niagara SCORE is a great local resource if you are looking to start a business. They regularly hold workshops and events about business. Check out some of their upcoming events and local workshops.