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Use Your Words! I have met so many entrepreneurs and development directors who want to provide a great amount of information to customers and donors in their email "newsletter" [I really hate that word!] They will write for hours, paragraph after paragraph that is full of relevant key words about their business, industry, or charitable functions. They will insert this delicious content into a campaign and send it to their subscribers. The sad truth is - this content is rarely ever read - by anyone! In today's digital landscape, your web site's ranking with search engines is crucial. Search engines love fresh, rich content. Blogging is an ideal tactic to help increase your site's ranking. So USE YOUR WORDS, to benefit your SEO! Rather than creating long articles for email newslettes that you want to send to your subscribers. Add those articles to a blog on your website and allow them to benefit you with SEO, while you communicate to your base. Be sure to have lead capture options on your blog page along with the ability to engage with your site, your social platforms and options to communicate with you directly either via phone, email or form submission. If someone finds you on the web, make it easy for them to open up a conversation. In today's digital culture, think of email as a conduit - not an end product. Like a delivery system, your email campaigns are now just the vehicle in which a message is delivered. Because the majority of all emails are opened on a mobile device, they are reviewed in a much faster manner than ever before. The word is SKIM! When a subscriber opens your email, they are going to SKIM the message. You should be using a single column, mobile friendly template that will facilitate are more elegant experience and increase ease of use. Each topic in your campaign can then be truncated with a 'read more' hyperlink to your blog. This will increase traffic to your site. It will also subconsciously educate your subscriber that your emails are a positive experience, one they are able to skim quickly for pertinent information.
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I saw a recent article in my Facebook news feed titled, "Brands Are Wasting Time and Money on Facebook and Twitter". I thought to myself, I totally agree! Well, for the most part! Over the past few years, I've observed hundreds of businesses misuse Facebook. These businesses are treating Facebook as if it is an online scrap book. They're committing my pet peeve - Facebook Felony: Posting and Praying. While your Facebook fans do want to get to know your business culture and learn what you're about. That type of information is very hard to measure with regards to ROI. Facebook needs to be treated like a work horse, not a show pony if you want to see real measurable results. The good news is that Facebook has in excess of 1.3 billion users, it is the heaviest trafficked web site on the internet. There is even better news, Facebook has meticulously categorized the consumer demographics of its users, making the platform a virtual treasure trove of potential customers. In the olden days on Facebook, you know, back in 2012, if you ran an ad to find new Facebook fans for your page, you may end up with some very active users in Nigeria or Brazil, which is wonderful, if you're in Nigeria or Brazil. However, if you're a small business on Main Street, AnyTown, USA, it's not so great. Facebook realized that they would be able to increase their advertising revenues exponentially if they accomplished one main objective - MAKE THE ADS MANAGER EFFECTIVE. They have created a user friendly Ads Manager that can be leveraged to reach out to very specific target markets. You run ads to the following criteria: zip code age gender interests behaviors languages Facebook "About" categories You can even run ads to sets of Facebook users who have taken specific actions in select time frames. Example You can advertise to: Women Age 35-45 Zip Code 19107 Who Are African American Who Have Recently Become Engaged This ability to drill down into consumer demographics is crucial when implementing and advertising campaign. I've had tremendous success finding and converting Facebook users by combining the Social Campaign product from Constant Contact and Facebook Ad Manager ads. Social Campaigns allows a small business to create a Facebook app in which the business offers an incentive to the Facebook user in exchange for the the user providing some type of demographic information, usually name and email address. Many businesses provide a discount, special offer, or gift. Others choose to offer a white paper or proprietary information that has some perceived value by the Facebook user. One of the most convenient and time saving features of the Social Campaign product is that it will create, schedule and publish Facebook posts right to your Facebook fan page. You can then use these posts as content for a Facebook Ad Campaign. Here's an example of a Constant Contact generated Social Campaign Facebook post You can easily turn that post into and ad by following these steps: 1. Go to the Ads Manager 2. Select Page Post Engagement 3. Select the Facebook Fan Page to which you'd like to post. 4. Select the post that you'd like to advertise 5. Select your target demographics 6. Select your budget and duration. Constant Contact will do all of the leg work for you. They will collect all of the lead information, they will add it to the list that you select when creating the campaign. Your new lead will receive an email from Constant Contact with your coupon or white paper. The new lead will also receive your welcome email if you have it active. I highly recommend nurturing these leads with a series of auto responders. Refrain from a hard sell in your first email to these leads. Let them get to know you over a series of campaigns that offer valuable information that sets you apart from your competition. After nurturing the lead for a period of time, then slowly begin to sell to them. If you would like more information on Social Campaigns or how to run effective Facebook ads, feel free to Contact Me. I have a short webinar that highlights my top Digital Marketing platfroms, if you'd like a copy of my FREE webinar Sign Up Here
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I was V.P of Marketing for chain of day spas / medical spas for 12 years and in that time I employed some powerful guerrilla marketing tactics to help grow the business. Over the past 3 years, I’ve been consulting small beauty , medical and day spa business [i.e. salons, day spas, medical spas and massage studios] on their marketing strategies to grow their business. One piece of tactical advice I offer to these businesses is to network with other businesses/organizations where they might find potential client overlap. I coach them to look for opportunities, such as a special event, to leverage the partnership to gain direct access to the customers. It’s been my experience that when similar businesses come together for a common special event or function there is always mutual success. Day spas and massage studios often offer free chair massage, while a salon can offer a free hair analysis, medical spas can offer a skin analysis or mini consultation. Allowing them to interact with potential new clients and showcase their exceptional skills. However, many of these beauty and wellness based businesses make a fatal marketing mistake! They fail to capture contact information of these potential new clients. If they do capture leads, it’s in an antiquated system of a business card drop or having the attendee fill out a form. This only adds additional operational strain on the already burdened small business, as someone has to enter this data into your CRM. I have a solution that plays off of the changes in consumer behavior! Today’s consumers love their smart phones. It’s become commonplace for consumers to use them as a tool to manage their lives and tasks, not just to communicate. I always coach my clients to leverage the Text To Join feature of Constant Contact. It automates an entire marketing campaign to new business that requires only a small amount of initial set up, all while allowing consumers the opportunity to interact with you in a way that has become almost second nature to them. With a Constant Contact account you are given Text To Join for free, you simply select a key word, you’re assigned a phone number, complete 3 set up steps and you’re ready to go! Invite customers to text your key word to the phone number provided and they will be prompted to enter their email address into their smart phone and text it directly into your assigned contact list. These businesses can build a relationship with this new contact by creating a drip campaign of auto responder emails that can deliver your new client strategy, whether that is to educate, inform or entice with a special offer. These email campaigns are created and scheduled just one time and are assigned to a contact list. When a new email address is added to the contact list, it triggers the chain of auto responder emails to begin, putting your new client outreach on autopilot. You will be able to easily grow your email list and your business if you create a robust Text To Join campaign that is free with your Constant Contact account. If you'd like to see how it works, I invite you to text BARRY to 42828, have some fun!
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