Creating a Marketing Plan that Really Works

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Hugo Waters
5 years ago
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org/tsaetechtalk Your Facilitators 0 Kristy Breaux, CAE 0 TCEA

1 #TSAETECHTALKS Creating a Marketing Plan that Really Works Presentation link: Your Facilitators 0 Kristy Breaux, CAE 0 TCEA Associate Director 0 kristy@tcea.org 0 Alexis Carroll Cline 0 Communications Manager 0 acline@tcea.org 1

of ways to manage a unified annual marketing and communications plan 0 Share

2 Objectives 0 Identify best practices in marketing on Twitter, Facebook, e-newsletters, magazines, LinkedIn, and other social media 0 Examine a variety of ways to manage a unified annual marketing and communications plan 0 Share tips and tricks with your peers on effective marketing strategies What Do You Already Know? 2

The Ideal Length of Everything Online 0 Blog post: 1,600 words or 7 minutes 0 Email subject line: 28-39 characters 0 Facebook

3 The Ideal Length of Everything Online 0 Blog post: 1,600 words or 7 minutes 0 subject line: characters 0 Facebook post: under 40 characters 0 Google headline: under 60 characters 0 Headline: 6 words 0 Seminar: 18 minutes 0 Tweet: 100 characters 3

rates, choose morning and early afternoon Don t let your message lose

4 Best Send Time? When members are reviewing their inboxes For maximum open and click rates, choose morning and early afternoon Don t let your message lose impact by waiting too long in the inbox Schedule s to land in the inbox no later than one hour before top open times 4

5 How Is Consumed Sender From Name Subject Lines 5

6 Subject Line Tips Ask yourself these questions to test the effectiveness of your subject line. Can you anticipate the central message of the ? Will the content be interesting? Will you be able to find this message easily by scrolling back through your inbox? 6

Feeding the Social Media Beast 0 What are your content marketing goals? 0 What are your primary and ancillary topics? 0 What kinds of content and media will you produce?

7 Feeding the Social Media Beast 0 What are your content marketing goals? 0 What are your primary and ancillary topics? 0 What kinds of content and media will you produce? 0 How will you balance focus on your own brand with a broader perspective? Increasing Possible Goals Improving 0 Site traffic 0 Brand awareness and visibility 0 Asset downloads 0 Lead generation Building 0 Customer trust, rapport, and loyalty 0 Industry credibility 0 Search engine optimization(seo) 0 Customer service Educating Prospects 0 On your industry 0 On your product benefits Research You Must Do First 0 Audience 0 Who are they? 0 Where do they look for content? 0 What keeps them up at night? 0 Topics 0 What do you want to be known for? 0 Who is driving topic trends in your industry? 0 Where are people getting information on your topic now? 7

8 More Research Required 0 Formats 0 What 0 Types of media? 0 Content mix (created vs. curated, branded vs. nonbranded)? 0 How 0 Frequently will you publish? 0 Will you deliver content (publishing and promoting)? 0 Will you engage your audience? Types of Content You Can Offer 0 Blogs 0 News sites 0 Newsletters 0 Tweets 0 Special reports 0 Polls and surveys 0 Webinars 0 White papers 0 Facebook posts 0 Instagram photos 0 Podcasts 0 ebooks 0 Infographics 0 Videos 0 Google Hangouts Advice to Remember 0 Focus on being useful 0 Use visual stories to showcase great things your members are doing and how you are helping them 0 Use social media year round and not just when you have an event to promote 0 Be social! That means asking questions and letting people discuss. 0 Humanize your cause 8

9 The Gory Details 0 For your followers to see a full preview of the photos you upload to Twitter, photos should be sized with a 2:1 aspect ratio. For example, 1024 x 512 pixels. 0 Tweets between 100 and 115 characters are more likely to be retweeted. If they are, thank your RTers! 9

Canva 0 Create social media posts with great templates and selection of free and $1 images 0 www.canva.

you with a list of the top-performing content in terms of social shares according to your keyword.

com/ Crowdbooster 0 Crowdbooster focuses on gathering data from your Facebook and Twitter feeds for detailed

10 Canva 0 Create social media posts with great templates and selection of free and $1 images 0 Buzzsumo 0 Enter a keyword that is part of your social media content strategy and BuzzSumo will provide you with a list of the top-performing content in terms of social shares according to your keyword. This way, you can predict before you post what will be popular. 0 Free 0 Crowdbooster 0 Crowdbooster focuses on gathering data from your Facebook and Twitter feeds for detailed analytics 0 Not free: 1 Facebook + 1 Twitter + 1 user + 50K fans and followers is $9/month 0 30-day free trial 0 m/index/ 10

Everypost for Social Media: Twitter, Facebook & Google+ 0 Post all of your updates

social growth 0 Break out your followers by location, bio, and more 0 Free 0

11 Everypost for Social Media: Twitter, Facebook & Google+ 0 Post all of your updates onto the major social networks from one place at one time 0 Free ios app 0 Followerwonk 0 Find, analyze, and optimize your Twitter account for social growth 0 Break out your followers by location, bio, and more 0 Free 0 Google Hangouts on Air 0 Group video conversations that can be recorded for later viewing 0 Free

Litmus 0 Test your emails across 30+ email clients and devices 0 Track your emails 0 Five free pre-tested templates that work with any mailing service and any device 0 Free for 7 days 0 Free

12 Litmus 0 Test your s across 30+ clients and devices 0 Track your s 0 Five free pre-tested templates that work with any mailing service and any device 0 Free for 7 days 0 Free newsletter with tips (at bottom of page) 0 Paper.li 0 Collect interesting tweets and curate them manually or automatically in a newspaper-style format which can be automatically shared daily on your Twitter account 0 A good way to provide content fast and easily 0 Free 0 Social Oomph 0 Provides both free and paid productivity enhancement services for social media users including the ability to schedule Tweets, Facebook, LinkedIn, and more in advance

TweetDeck 0 Most powerful Twitter tool for real-time

Windows, Mac, iphone, Android, and Chrome browser 0

com/ Things to Decide 0 Who is your audience?

13 TweetDeck 0 Most powerful Twitter tool for real-time tracking, organizing, and engagement 0 Free 0 Available for Windows, Mac, iphone, Android, and Chrome browser 0 Things to Decide 0 Who is your audience? 0 What is your purpose? 0 What is your platform/platforms? 0 What is your tone? 0 How much is enough? 0 Who is responsible? 13

14 2015 Editorial Calendar August Social Media Newsletter Date Hooks Description More Info Content Owner Due Content Owner Due During month Back to School As the summer comes to a close and school is back in session, families return to their routines and may be more focused and ready to hear our message. 28 Anniver sary of the I Have a Dream Speech 30 Franken stein Day What does our organization envision when it thinks of a future where all share equally in the American dream? What are our members bringing to life today? TCEA Marketing Calendar 0 Add a screen shot of our marketing plan here 14

15 Remember the 3 Cs of messaging 0Clear 0Concise 0Consistent Marketing Plan Workout 0Don t try to do too much in the beginning. Start small. 0Track your progress. 0Results won t be immediate. Be patient and keep following the plan. Questions or Comments 15

QUICK START GUIDE FOR CLUB SOCIAL MEDIA PAGES

QUICK START GUIDE FOR CLUB SOCIAL MEDIA PAGES Quick Start Guide for Club Social Media Pages January 2018 2 INTRODUCTION Social media is part of our everyday lives, both personally and professionally. To