Wendi caplan carroll of constant contact - engagement marketing - small biz summit 2012
14
Tech Tools and Strategy for Online Marketing Building relationships that drive business success
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Transcript of Wendi caplan carroll of constant contact - engagement marketing - small biz summit 2012
Tech Tools and Strategy for Online MarketingBuilding relationships that drive business success
Introduction
Wendi Caplan-Carroll Senior Regional Development Director-NY Metro Constant Contact
Email:[email protected]
Web: newyorkmetro.constantcontact.com
facebook.com/WccConstantContactWccConstantContact
@wendicc
Linkedin.in.wendicaplancarroll
2Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc. 3
Q. Where will the majority of next month’s business come from?
Q. What is your best source for new business?
Why Engage?
A. Existing customers
You need to engage and build relationships!
Engagement Marketing: 3 steps to making “it” happen
Copyright © 2011 Constant Contact, Inc. 4
Customers
Prospects
Friends
Followers
Friends
Followers
Step 1:Great customer
experience
Step 2:Connections that enable
ongoing dialog
Step 3:Content that engages
and spreads
You
Be Where Your Customers Are
They will be talking about you!
Copyright © 2011 Constant Contact, Inc. 5
Social Networks
Content Sharing
Reviews & Ratings Sites
Location-Based Services
Social Bookmarking
The sites that your customers and members are using
The sites that your partners & suppliers are using
The sites that your competitors are using
Great Customer Experience: Monitoring Indirect Feedback
Copyright © 2011 Constant Contact, Inc. 6
Get regular real-time feedback delivered toyou when you want it.
Nutshellmail.com (It’s Free)
Makes understanding the chaos of social media marketing simple
Customer & Prospect Database
1
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Incoming or Outgoing Calls
Eventsand Meetings
Email Signature
Place of BusinessGuest Book
Guests5
Online Presence
Begin Building Permission-based Connections
■ Engaging starts with the ability to connect… a contact list
■ Collect everywhere you connect
■ Quality over Quantity
■ Do I know you?
7Copyright © 2011 Constant Contact, Inc.
Make a good first impression
Copyright © 2011 Constant Contact, Inc. 8
■ Initial impressions last forever
■ Welcome new connections to your community
■ Connections: solidify the connection
■ Friends / Followers: return the favor
■ First communications = the blind date
■ Welcome them
■ Share some insight
■ Make them glad they’re connected
■ Give ‘em the red roses (an incentive for connecting!)
Look Professional
Copyright © 2011 Constant Contact, Inc. 9
■ Professional templates
■ Branding consistency
■ Content / image mix
■ Appropriate mix
■ Location matters
■ White space
■ Double check your content & links
Engaging Customers: Send Valuable Content
Copyright © 2011 Constant Contact, Inc. 10
■ Be brief, be bright, be gone
■ Do I care?
■ Share your expertise
■ Conversation starters
■ Let your personality shine through
■ Stop selling and provide value!
Re-Sharing Enabled & Encouraged: Making Content Sharable
Copyright © 2011 Constant Contact, Inc. 11
■ Light the Fire with Email!
■ Content that starts a discussion
■Distribute it broadly. ..
■Newsletter
■ Blog
■ Enable sharing at each distribution point
■ Provide a specific destination for the discussion
Engaging ContentEngaging Content
ConversationDestination
ConversationDestination
Monitor Engagement
Track your Page Insights
Reply from your Inbox
Read Fan comments
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Monitor the Impact
Copyright © 2011 Constant Contact, Inc.
The Swinery is a butcher shop in Seattle
They sent an email newsletter to 3,765 subscribers
Received 816 opens (22%)
But it was Viewed an additional 485 times & Liked by 181 readers
Represents a 60% increase in reach
Case Study: The Swinery
14Copyright © 2011 Constant Contact, Inc.
