Engagement Marketing – Constant Contact – #IMS11
- Why Do We Market?
- We Want More
- Customers
- Clients
- Donors / Members
- We Want More
- Evolution of Media
- Moving from an era of Broadcast to era of conversation
- 75% of people like to share content
- 49% of people like to share content weekly
- Agency can no longer dictate to consumers what they think — people are believing what the brand message is anymore
- We don’t trust brands — word of mouth rules
- 14% of people trust ads — 78% trust consumer recommendations
- Influence media has changed
- It takes relationships to build a business
- Engagement is not just the piece of the puzzle, it’s the linchpin of success
- Make sure that your engagement is not just reaching out to people but they want to receive your messages
- Tools have changed
- Engagement marketing has really flipped the funnel — Retention is the New Acquisition
- There is no marketing cure for sucking.
- You must earn permission to engage.
- Permission = Consent
- Permission = Intent
- People are looking at reviews and some sort of interaction
- Email + Social Media = Engagement
- They work best when integrated into a complete strategy
- 96% of fans don’t come back to a fan page after clicking like
- 50-70% of fans never see your content in your newsfeed
- News Feed Black Hole
- Email is still the best way to get the message heard
- Social media is the best way to get your message shared
- Email lights the fire and social media fans the flame
- Providing social sharing tools in your email messages is important
- Email is not dead — Bad email is dead
- Be human before you are corporate
- Dingo Case Study
- 333 Likes on Facebook; 8,934 email subscribers
- Wanted to get to 5000 likes and add more email subscribers
- Dingo decided to launch their own “Groupon” campaign
- Dingo sent an email to 8,934 subscribers
- Very upfront that they wanted to grow their Facebook subscribers
- Had signup for their email list on Facebook page and anyone who signed up via Facebook got a $20 coupon
- Have personality and have fun
- Also posted on Facebook and Twitter
- Used Constant Contact email setup on Facebook page
- Kept their fans up to date on their progress
- Dingo’s fans shared their campaign through social media on their blogs
- Fans grew from 333 to 5000 in 3 days
- Dingo grew email list by 48%
- Won award from MarketingSherpa
- Monthly sales grew 22%
- New customers accounted for 45% of monthly growth — new business
- 85% of new customers have continued to buy new products
- Continued to build a community … now at 25,000+ fans on Facebook
- Key takeaways
- Flip the funnel
- Engagement is key
- Email and social media together work hand in hand
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