Attract new customers with an event

I love planning and executing events for my clients. They are a great way to deepen relationships with current customers and can help you attract new customers as well. And, frankly, new online tools make it all super easy to manage.

When done right, events are one of the best ways to get people to take the next step from interacting with you on Facebook or reading your newsletters, to actually visiting your store, restaurant, or office.

The part most people forget is coming up with a strategy that incorporates a range of different marketing channels – like email, social media, mobile and web – to promote the event, reach the right audience and drive meaningful business results.

I found this post with tons of helpful resources to help with planning, promoting and managing an event.

Make a great first impression with a great welcome email

So…hurricane season has started off with a bang. And now – watch how I do this – you can, too! Make a great first impression with a welcome email. (How’s that for a transition?!)Whether it’s the first time someone walks into your store, the first time someone calls your office, or the first time someone looks up your business online-you work hard to make sure they walk away thinking positively about your brand.

As you’re building your email list, don’t forget to welcome new subscribers. Consider creating a welcome email.Their interest is at a peak: they’ve just taken action on it! Reaffirm that they’ve made the right decision to opt in to your contact list. Depending on your business, you may want to include all or some of the following:

  • Welcome them to your tribe or your community.
  • Set expectations of what they will get from you.
  • Provide an overview of your services, next steps or ways to connect with customer service.
  • Include a video, a white paper or an FAQ.
  • Make it personal and friendly.
  • Don’t make it too long, and don’t forget to say “Thank you!”

Want to see an example? Sign up for my email list and check out my welcome email that includes a freebie: 60 Ways to Grow Your Email List download. Other great examples:

  • AirBNB – includes next steps and a double opt-in
  • Auntie Anne’s Pretzels – includes a coupon
  • Amazon – includes an overview

These don’t have to be hard to create if you are using an email service platform. My favorite is Constant Contact 🙂  Let me know if I can help.

Top Tweets: The quest for measurement

In my inbox rests an email from a consulting firm labeled: Top Ten Tweets from July. Apparently, the firm’s CEO ranks each of his tweets based on reach, retweets, mentions and clicks. Um. Okay. Glad he has time to do that…and then write a newsletter sharing his pithiness with us, linking us to the blog posts each of those wonderful tweets is about. Aside from the chuckle I got from the use of corporate talk like “inherent complexity” and “systems, process and metrics,” I was really more fascinated by the choice of benchmarks he uses to measure the “success” of a tweet.

Social media measurement is a huge buzzword these days. And rightfully so. None of us wants to be wasting time and money on something that has no return on investment or engagement. It’s important we get a grasp on what we expect that return to be.

The email reminded of a series of Facebook posts the other day from some friends talking about peeking at Klout scores. This guy, by the way, has a Klout score of 38 (yes, I peeked). I’m sort of amused by Klout and whether or not it really means anything. I know it means nothing in the big scheme of things, but then I heard someone lost a job in social media because her Klout score wasn’t high enough. Really?

Should we be actively measuring Klout, Twitalyzer or Facebook Insights?

What is the definitive answer to the whole measurement conundrum? Is there a magic formula? I don’t think there is one. There, I’ve said it. And no, I’m not beating around the bush. Each campaign must be measured independently based on its own, individual goals.

Are you looking for engagement? Measure engagement. Are you looking to push people to your website? Then measure that. Are you looking to build fans and followers? I would first ask why and to what end…then tell you to measure it.

There are some amazing resources available out there on measurement…as well as great tools. You don’t need me waxing lyrical on it. Check them out for yourself. In no particular order, here are some particularly interesting articles from some particularly interesting experts…

Brian Solis

 

 

Don Bartholomew

 

 

 

 

Kami Watson Huyse

 

 

 

KD Paine