What to Say, and How to Say It

Transcription

1 What to Say, and How to Say It Using words and images to craft your messages Constant Contact 2015

2 BE A MARKETER All it takes is Constant Contact #BeaMarketer

3 At its core, marketing is about getting results. 3

4 What kind of results? Clicks / downloads Visits to the store / office Reservations / appointments Calls Revenue / donations 4

5 Why is your content so important? Content is currency. Be the source your readers know, like and trust. Answer your customers questions. 5

6 The 3 things every needs Picture Paragraph Call to action 6

7 Write for your audience, not for you. 7

8 Write for your audience, not for you. 38 % Unsubscribe if it s boring 32 % Send it to spam if it s irrelevant Source: MarketingSherpa 8

9 Agenda 1.Create 2.Curate 3.Extend 4.Next steps 9

10 1. Create Agenda 1.Create 2.Curate 3.Extend 4.Next steps 10

11 1. Create Fundraisers holiday Events RESULTS Updates tips Education community news Donations research Surveys employees sales links Products menus DISCOUNTS LISTS DATA STUDIES deals TUTORIALS RESOURCES FAQs industry news coupons Reports expertise entertainment opinions OFFERINGS TESTIMONIALS seasonal 11

12 1. Create Fundraisers holiday Events RESULTS Updates tips Education community news Donations research Surveys employees sales links Products menus DISCOUNTS LISTS DATA STUDIES deals TUTORIALS RESOURCES FAQs industry news coupons Reports expertise entertainment opinions OFFERINGS TESTIMONIALS seasonal 12

13 1. Create How much is enough? Less is more. 3 pictures or less 20 lines of text or less Limit links to 1-2 More than ½ of s are read on mobile Source: 13

14 1. Create Structure makes it easier Pro Tips Visit: blogs.constantcontact.com for more content ideas and great design tips Use outlines Keep a list of topics Show your expertise Make it look like you 14

15 1. Create Questions 1. How do I ensure my pipes won t burst this winter? 2. Do I get to deduct mileage I drive from work to home each day? 3. What s a simple way to pick the right wine? 4. How do I get more people to show up at my events? Ways to Protect Your Pipes from Freezing this Winter 2. Answers to Your Top 3 Mileage Deduction Questions 3. Red or White? 5 Simple Wine-Pairing Tips Ways to Sell More Tickets for Your Next Event 15

16 1. Create The difference between ... and marketing. 16

17 1. Create Images are content too! 90% of information processed by the brain is visual content Mmm... Source: 17

18 1. Create Communicate through Images Communicate through pictures and make them clickable Keep key action above the scroll line Use design wisely (and limit choices!) Source: Constant Contact Data Reveals Direct Correlation Between Campaign Effectiveness and Number of Images and Text Lines Featured,

19 1. Create Focus on your. Business Environment Expertise Theme You don t have to be selling a product to include great visual content! 19

20 1. Create Working with photos Choose the right size Avoid copyright issues Use your own photos or stock images Stock photo sites BigStock StockVault.net FreeImages.com 20

21 1. Create Make it engaging with videos Mention your video in the subject line Consumers are 50% more likely to read s that include video Keep videos under 90 seconds Use video for product demos, testimonials, promotions Source: Animoto, the 2015 Video Marketing Cheat Sheet Source: The Power of Visual Content, Market Domination Media 21

22 2. Curate Agenda 1.Create 2.Curate 3.Extend 4.Next steps 22

23 2. Curate Content curation is sharing content from other sources. 23

24 2. Curate Where do you find it? Check the news Read blogs Follow social media Google Alerts Subscribe to lists Don t forget to give credit to the original author or source! 24

25 2. Curate Share content created by others... Employees Members/volunteers Partners/supporters Customer/clients 25

26 3. Extend Agenda 1.Create 2.Curate 3.Extend 4.Next steps 26

27 3. Extend Share it. Social Media Sharing tools 27

28 3. Extend 4 Tips On Selling More Tickets For Your Next Event...to Posts 4 Tips On Selling More Tickets For Your Next Event 1. Send your invitations in advance 2. Hang flyers in your store 3. Post the event on Facebook 4. Offer VIPs special pricing 1. When to send your event invitations! 2. Tips for designing effective event flyers! 3. Promote your event on Facebook! 4. 5 things that VIPs want! 28

29 3. Extend Repurpose and reuse. 29

30 3. Extend Reach your customers where they are. + Social Media = Increases customer reach 30

31 3. Extend Increase click-through rates by 158% Don t be shy! Ask people to like, share, retweet & pin Use the Share Bar Add Social Media Buttons Source: Visualistan, Latest Social Media Statistics Infographic 31

32 3. Extend Expand your reach with the Social Share tool. 32

33 4. Next steps Agenda 1.Create 2.Curate 3.Extend 4.Next steps 33

34 4. Next steps Remember... write for your audience, not for you. Use links and keep it relevant, short & focused. Pro Tips Use analytics in the Constant Contact tools, to measure what works best. See who opened your , when and what they clicked. 34

35 3 Easy steps for creating content Begin with your last customer question 1 Find a picture 2 Write a paragraph 3 Create a call to action 35

36 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! 36