Making Social Media & Email Work Together

Jenna Jantsch, Social Media Marketing Manager

Agenda

• What is Email Marketing

• What is Social Media

• How to Grow Your Business with Both

• Metrics to track for your Success

• Best Practices

• Successful Examples

What is Email Marketing• Communication

technologies

• One-to-many interaction

• Added bonuses of HTML, list segmentation, delivery and in-depth reporting

For every $1 you spend on email marketing in 2010 you will receive $48.

What is Social Media• Internet and web-based

technologies

• Takes one-to-many interactions and transforms them into many-to-many

• Changes people from content consumers into content producers

You no longer own your brand, your customers do!

Starting Out: Making the most of 5 Popular Social Media Platforms

• Twitter

• Facebook

• LinkedIn

• YouTube

• Blogs

Start with these and you’ll be well on your way…

Twitter

• Get "Followers”• Sign up for a Twitter

account with a clever name for your biz

• Post Twitter handle to your site, email marketing campaigns, business cards and personal emails

Post your Twitter handle everywhere you post your web address.

Twitter• Twitter + Email Marketing = Success

• Tweet Your subject Line

• Twitter Search – Use keywords that define you

• VR Social Sharing

• Tweet sign up to receive “email only” offers – then link to an opt-in form

Get your email marketing campaign in front of your Twitter followers easily.

Facebook• Get "Fans”

• Set up a Facebook Fan Page for your business

• Invite your Outlook list, as well as “suggest to friends” to become your fans.

• Link to blog posts, events, company news, industry news, videos

• Post a ‘Like’ button everywhere you have your Twitter handle

On average people need to see a message 5-7 times before they take action.

Facebook• Facebook + Email Marketing = Success

• Post a newsletter opt-in form on your Facebook Fan Page

• Sign up to receive “email only” offers

• Post Your subject Line with a link to the hosted version of your email

• Include an opt-in form or link with your email

• So people can join your list from the hosted version

• Include your Facebook Fan Page link in your email marketing campaigns

Collect email addresses with an opt-in form on your Fan page.

LinkedIn• Get "Connections”

• Create a LinkedIn Profile• Fill out lots of info!

• “Add Connections”

• People you may know

• Join groups

• Have your blog linked directly to your LinkedIn profile

• Automatically pulls in your latest blog posts

• Give Advice – As an expert in your industry you’ll get exposure for questions you answer

Answer questions on LinkedIn to be an “expert”.

LinkedIn• LinkedIn+ Email Marketing =

Success• Include your LinkedIn icon in

your emails

• Include your popular answers to questions in your email

Then include your “expert” answers in your emails!

YouTube• Get “Views”

• Take your video – You as an industry expert, talking about an upcoming sale, interviewing customers, etc.

• Keep it short – no more than 3-4 mins• Include a call-to-action in your words• Add tags so you can be found on

YouTube when someone searches• Connect with friends• Upload it to YouTube – FREE• Link to your video or embed it in your blog or

website

With more and more people watching video you can use it to boost business.

YouTube• YouTube + Email Marketing =

Success• Include your YouTube video

links in all of your emails• Use a JPEG image for your

emails so people know it’s a video – higher clicks

Video is interactive and can get you more clicks in your email marketing campaigns.

Blogs• Start a blog – WordPress,

TypePad, Blogger

• Seach engines like frequently updated blogs

• Great for having blog posts as the content for Twitter, FB, and LI.

• Voice of your business

• Get Shared – more exposure for you

• People retweet your posts

• Add “follow me” links for LinkedIn, Facebook and Twitter

Blogs are a great way to increase your ranking on Search Engines.

Blogs• Blogs + Email

Marketing = Success• Build Your List

• Add an opt-in form to your blog

• Make your blog content your newsletter

• If people don’t knowyou’ve updated your blog, send them to it with email.

Use email to help build a strong following for your blog.

Metrics• Twitter - # of followers, # of people you follow,

Retweets• Facebook - # of likes, # of interactions

• # of “likes” on comments, # of comments or updates

• LinkedIn - # of connections• YouTube - # of views, # of comments• Blogs - # of comments, traffic to your blog, # new

email marketing sign ups, clicks on post links• Email Marketing - # opens, clicks, unusubscribes,

new email registrants• Bottom line: Sales!

Email Marketing + Social Media = Success!

How to Grow Your Business with Both

Email drives traffic to social media and vice versa.

Social Media Best Practices• Encourage Customers to Engage

• Show Off Your Brand

• Don’t Be Scared of Bad Reviews

• Stay with It

• Highlight Things Other Than Your BusinessNo one cares about your business like you.

Think About the Connections

• Let People Know Where You AreTwitter/Facebook/LinkedIn/YouTube/Yelp

Don’t be afraid, and stick with it!

Best Practices for Email

• Opt-in Your List

• Know Your Audience

• Communicate on a Regular Basis

• Create a Strong Subject Line

• Establish Your From Label

• Be Personable

Email marketing is stronger than ever combined with social media!

Social Media + Email Examples

Resources

• Twitter.com, TweetDeck, BackTweets

• Facebook.com

• LinkedIn.com

• YouTube.com, Animoto, FlipCam

• Blogs – TypePad, WordPress, Blogger

• URL Shorteners - Bit.ly, ow.ly

• The New Deal contest• www.verticalresponse.com/newdeal

Q & ATo connect with us more:

Twitter: @VR4SmallBiz @jenjantsch

Facebook: http://bit.ly/6N3reu

LinkedIn: http://bit.ly/5n8ZhJ

YouTube: VRTube

Yelp: http://bit.ly/aDIuac