Increasing Engagement in Email Marketing and Social Media | Marketing Retirement Communities
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The document discusses engagement marketing strategies focused on effective email and social media practices. It emphasizes setting clear marketing goals, creating relevant content, and measuring campaign results while providing tips for optimizing email marketing and social media engagement. A case study on Schlegel Villages highlights the importance of meaningful connections with consumers to enhance engagement and attract new leads.
Increasing Engagement in Email Marketing and Social Media | Marketing Retirement Communities
- 1. Improve email & social with engagement marketing Kimberley Fowler, Content Coordinator #mktgacademy @mktgacademy
- 2. Agenda Engagement marketing Content strategy Email Case study – Schlegel Villages Social media (just a little) Case study – Schlegel Villages
- 4. Source: Six Simple Ideas for Small Business Marketing by Gail Goodman
- 5. Marketing goals and objectives ① Set marketing goals and objectives ② Run campaigns on channels that matter ③ Get measurable results
- 6. Take it slow… Deal with your objectives one at a time and for each one ask: What action would people take that would fulfill this objective? Can I measure it?
- 7. Content allows you to engage with your customers
- 8. Push & pull content
- 9. Pull content… Share information Discussions Event invites Fundraising Offer something: discounts, promotions, coupons, downloads, invites, secrets, hints, tips, checklists
- 10. What do you write about? What you know and they don’t What you have access to and they don’t Answer questions Share insights Spark discussion Tell a story Inspire Share ideas and images
- 11. Find inspiration… Look to others in your industry Talk to your customers Ask your employees and coworkers What does your audience care about? Connect these issues with your business Look at newspapers, magazines and relevant, current online articles
- 13. Content tips Less is more On social channels being original is not as important as being relevant or interesting Repurpose and reuse your website and blog content on your social channels Note the voice you use when you’re writing – avoid “I”; instead use “we” or “you” Have a theme – ensure your theme is timely
- 14. Email + social: use both Create content that inspires people to do something.
- 15. Email + social: use both Create content that inspires people to do something.
- 16. Email + social: use both Create content that inspires people to do something.
- 17. Email marketing Source: David Bain http:// www.searchenginepeople.com/wp-content/ uploads/2013/09/SEP1.png
- 18. Email marketing Look at emails and newsletters from other businesses What do you like? What don’t you like?
- 20. Emails - will you open it now, later or never? Your decision is based on these questions: Who is it from? What’s the subject? When do you receive the email?
- 21. Subject line is important
- 22. Email subject lines Use the 2-2-2 principle 2 seconds: you have two seconds to catch their attention 2 words: make the first two words count – that’s all your audience will read before making a decision to read further or move on Today: subject line should answer the question “why does this email or message matter today?”
- 23. When to send an email Monthly is most common Don’t over email – or people will opt out Ask when people are most likely to take the action you want
- 25. Email tips Look great, look like you, represent your brand Text links get more clicks than buttons Place your logo left or center in the email Include company name in the text Key action must be above the scroll line People are indecisive – don’t give them too many choices Make all images clickable
- 26. Keep mobile users in mind
- 27. Ask for feedback
- 30. Case Study: Schlegel Villages
- 31. Case Study: Schlegel Villages
- 32. Social Media Photo courtesy of http://blog.socialmaximizer.com/
- 34. Choose the right platform
- 35. Choose the right platform
- 36. Be visual
- 37. How often should you post? 3-5 times a week is plenty Use automated tools to help (Hootsuite)
- 38. Get measurable results Monitor how your email and social campaigns are doing Some email programs like Constant Contact will allow you to do this You can get some data from social on the social platform (ie. Facebook) or through Hootsuite You may need to rely on Google Analytics
- 39. Case Study: Schlegel Villages
- 40. Case Study: Schlegel Villages
- 41. Summary Engagement marketing is about making meaningful connections with consumers Provide a “wow” experience Use the content strategies we’ve discussed to improve engagement through your email and social campaigns Consumers who get that “wow” experience will engage with you and endorse you to their friends and family – which will bring you new leads
- 42. Recommended Resources 1. Constant Contact www.constantcontact.com 2. Delicious www.delicious.com 3. Hootsuite University www.learn.hootsuite.com 4. Comfort Life Marketing Academy www.ourkidsmedia.com/marketing
- 43. Questions? Kimberley Fowler, Content Coordinator kim@ourkidsmedia.com @mktgacademy