Automate Your Marketing
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1 Automate Your Marketing Planning ahead to convert and keep Constant Contact 2015
2 Randy Shannon President, Web Strategies Solution Provider/Authorized Local Expert, Constant Contact 2
3 BE A MARKETER All it takes is Constant Contact #BeaMarketer
4 1. Marketing for today Marketing has changed. Marketing then. Find Convert Convert Keep Marketing now. 4
5 Automation tools are good for you and them You receive... Clicks & downloads Bring visitors to the door Prompt reservations Encourage calls Your customers receive... Coupons & discounts Videos, guides, e-books Information & tips Support & assistance 5
6 91% of people check their daily Source: Litmus 82% sign up for on brand websites Source: Litmus 72% sign up expecting discounts Source:.slideshare.net/bluehornet $44.25 average return for every $1 spent on marketing Source: salesforce.com/blog/2013/07 marketing: 3x higher conversion rate than social media Source: forbes.com/sites/mckinsey 6
7 Glossary Glossary of terms Autoresponder Any kind of pre-designed automated Date-based triggers Automated s that send on a birthday/annual date. Contact An existing address you already have Subscriber A brand new address you didn t have before Campaigns Your marketing message(s) or promotion(s) 7
8 Agenda 1. What is an automation campaign? 2.How do you know if you should use one? 3. How to use it the right way 4. Next steps 8
9 1. What is an automation campaign? Automation campaigns can help send what you wish you had the time to send. 9
10 1. What is an automation campaign? Autoresponder works while you do. Autoresponder Welcome! 10
11 1. What is an automation campaign? How does it work? Actions that trigger s to send messages to new subscribers: When a contact is added to a list Birthday event Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) or you manually add them to a list A birthday can be sent in advance of one s special day Anniversary event A special message can be sent in advance of milestone date Previous In a series, previous sent triggers next in queue 11
12 1. What is an automation campaign? Automation List Join Triggers Welcome s Autoresponder Date Based Birthday Anniversary 12
13 1. What is an automation campaign? Date-based automation List Join automation One message sent to existing customers Messages initiate on special dates/occasions Triggered by data in contact record Created in advance for marketing Short, sweet & evergreen Contains one call-to-action Series of messages sent to new subscribers Messages initiate when prospects join mailing list Triggered by subscription 13
14 1. What is an automation campaign? Offer an incentive to join your mailing list then make it easy They subscribe! Website Social Media Subscriber takes action by redeeming coupon Autoresponder delivers incentive immediately Make a lasting impression. Every time.
15 2. How do you know if you should use one? Agenda 1. What is an automation campaign? 2.How do you know if you should use one? 3. How to use it the right way 4.Next steps 15
16 2. How do you know if you should use one? If you answer yes to any of these questions Autoresponder may be right for you Do you send the same introductory information over & over? Do you neglect to send information to new subscribers? Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately? Do you have specialized sub-audiences with varying interests? Do you want to celebrate customers birthdays? Do you want to send annual reminders? 16
17 2. How do you know if you should use one? Use Automation Campaigns. 60% 89% higher open rates reported when new subscribers received Welcome of consumers turn to search engines to research products or services before purchasing Source: Fleishman-Hillard ChiefMarketer.com 17
18 3. How to use it the right way Agenda 1. What is an automation campaign? 2.How do you know if you should use one? 3. How to use it the right way a.identify the goal of an autoresponder series b.segment contact list c.use evergreen content d.determine the timing 4.Next steps 18
19 3a. Identify the goal of an autoresponder series Identify the goal. Strategize. A B 19
20 3b. Segmentation 20
21 Segment lists by your audience s interests 21
22 Generalized Interest Project Guides, Blogs Event Announcements Free Shipping Special Offers and Discounts New Product Event Announcements Announcements New Product Announcements Special Offers and Discounts Free Shipping Special Offers and Discounts Free Shipping Generalized Interest Project Guides, Blogs Free Shipping Generalized Interest 22
23 3c. Use evergreen content Identify what you can offer - you have plenty Record a video series via smartphone Highlight products, services, employees with images Access to an e-book, webinar or podcast Tell your story in installments Share a collage of photos A handout, cheat-sheet or How-To guide A special recipe Link to an informative blog post Coupons, promo codes, consultations or gifts 23
24 It is timeless, it never expires It includes goal-driven calls-to-action It s short & sweet; informative, useful & timely Make it timeless. Make it evergreen. Make it your best content.
25 3. Timing Best Practices Weekly? Monthly? Bi-weekly? Occasionally? Scheduling your messages. 25
26 4. How others use automation tools Whatever you do don t forget The Welcome ! B2B B2C Non-profit 26
27 3. Timing Best Practices AutoresponderStrategy Calendar Liberty Jane Clothing B2C S M T W T F S New Subscriber 6 7 Regular Newsletter Spring Patterns Promotion - $3.99/2 patterns 12 Request to connect via social Blog post/resource links Autoresponder Series Regular newsletter Subscribed: Welcome 27 Regular Newsletter 2 free patterns 22 Share social media networks: YouTube, Facebook, Pinterest, Instagram & Our Company Story week follow-up + link to free tutorials 23 LJ Partners Reseller Program & Links & Sew Powerful Charity Foundation - Zambia Introduction to Pixie Packs & Pixie Perks Rewards Program 25 Buy 2 Get 1 Free" coupon for $3.99 patterns, Promo Code: onetimegift 26 Promotion of products or services Coupons/offers/ promotions 27
28 4. How others use automation tools B2C example: Liberty Jane Clothing 28
29 4. How others use automation tools B2C example: Liberty Jane Clothing 29
30 4. How others use automation tools B2C example: Liberty Jane Clothing 30
31 4. How others use automation tools B2C example: Liberty Jane Clothing 31
32 4. How others use automation tools B2C example: Liberty Jane Clothing 32
33 4. How others use automation tools B2C example: Liberty Jane Clothing 33
34 3. Timing Best Practices AutoresponderStrategy Calendar Building Aspirations B2B S M T W T F S 1 2 Regular Newsletter Autoresponder Series Subscriber joined today New Subscriber Request to connect via social Blog post/resource links Learn How to Gain Contacts & What Content to Write Subject Lines & Goal- Oriented Strategy Regular newsletter Simple Messages + Integrating into Marketing Plan List Building Mastery Class Code Promotion of products or services Regular Newsletter Coupons/offers/ promotions 34
35 4. How others use automation tools B2B example: Building Aspirations st Automated nd 3rd 21Welcome Automated Sent Immediately day
36 Autoresponder Strategy Calendar The Leaf Line Project Non-Profit 3. Timing Best Practices 6 Subscriber joined today! S M T W T F S Send Welcome 7 Additional introduction video from founders Autoresponder Series 8 9 Request to connect via social Wildfire damage and controlled reforestation video Regular Newsletter How we reforest and rebuild ecosystems Where to donate, how to volunteer, donation match program New Subscriber Request to connect via social Blog post/resource links Regular newsletter Promotion of products or services Fundraiser Invitation Coupons/offers/ promotions 36
37 4. How others use automation tools Non-profit example: The Leaf Line Project 37
38 3. How to use it the right way Do these... Remind that they subscribed provide clear way to unsubscribe Do not do these... Neglect to remind them, neglect to include clear way to unsubscribe Tell them how many s they can expect Send a lot of info in one they have to sift through Set to send immediately after joining Forget to create this evergreen immediate follow-up message! Offer an attractive Thank You offer in initial Forget to introduce your brand with your colors, logo, from name & mission statement 38
39 5. Next Steps Agenda 1. What is an automation campaign? 2.How do you know if you should use one? 3. How to use it the right way 4.Next steps 39
40 5. Next Steps Next Steps 1. Determine how automation could be used 2.Identify call-to-action goals 3.Create segmented lists 4.Use evergreen content 5.Determine the timing 40
41 BE A MARKETER All it takes is Constant Contact #BeaMarketer
42 Resources Learn more... Local and online seminars Scroll down to Seminars & Training Get started today 60-day free trial Find help... Constant Contact Marketing Resources blogs.constantcontact.com/library Check out blog posts, guides, videos, infographics, recorded webinars and more! 42
43 Questions? 43
44 Randy Shannon President, Web Strategies Solution Provider/Authorized Local Expert, Constant Contact 44
What to Say, and How to Say It
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