California Association for Local Economic Development Training City
- Slides: 30
California Association for Local Economic Development Training City Manager’s Office Email & Social: Your Best Kept Secret April 22, 2015 Stephanie Harvey Marketing Manager Kaitlin Bilhartz Marketing Coordinator Riverside. Ca. gov
BUILD YOUR AUDIENCE Who do you need to talk to? All residents? Specific industries? Riverside. Ca. gov
CHOOSE YOUR PLATFORM • What will your audience respond to: – Email – Social media • Other – Direct mail – Online advertising – Print advertising – Content marketing Riverside. Ca. gov
WHY EMAIL MARKETING? • • • Drive Traffic Website Build Relationships Cross Promote Nurture Leads Land the Deal Cost Effective Riverside. Ca. gov
EMAIL MARKETING Step 1 – Build An Audience • Ask Them To Opt In • Where are you not asking? – Email/Web – Events – Hosted Meetings – Tradeshows • New Subscriber Behavior Riverside. Ca. gov
EMAIL MARKETING Step 2 – Send Email • Segment Your E-mail List – Treat each segment differently • • • Captivating Subject Lines Choose Your Voice Optimize for Mobile Test, test, TEST Send Regularly Riverside. Ca. gov
EMAIL BRANDING Riverside. Ca. gov
EMAIL MARKETING Step 3 – Measure Success • Open Rate • CTR & Increase in web traffic • Leads • Unsubscribes – Frequency - #1 reason for unsubscribes – More Links = Higher CTR Riverside. Ca. gov
AUTOMATION & DRIP CAMPAIGNS • • Email Capture Welcome Emails RFPs Integration with CRM Riverside. Ca. gov
WHY SOCIAL MEDIA? • • Cost Self-paced Networking Exposure Testimonials Generate leads Stay top-of-mind Riverside. Ca. gov
YOU CAN’T DO IT ALL • Choose the right platform • Claim your domain, even if you aren’t currently active – Consistency • Riverside. CAgov vs. Cityof. Riverside. Ca. gov
ANALYTICS: IS IT WORTH IT? • Hootsuite – Mentions, scheduled messaging, hashtags, manage multiple accounts • Bitly – URL shortening service – Tracks clicks • Analytics. Twitter. com – Impressions, engagement, RT, replies, clicks Riverside. Ca. gov
UPDATE CONTACT INFO • • • Phone, website, email Disclosures Special hours of operation Best way to reach Other platforms Riverside. Ca. gov
SAY WHAT? • Find your voice • Human element • Professional yet approachable Riverside. Ca. gov
SAY WHAT? Riverside. Ca. gov
SAY WHAT? • Stay relevant, post real-time (or close to) • Spell check – An embarrassing typo can cause a world of hurt and is easily avoidable. Riverside. Ca. gov
KEEP A PULSE • Timely • Insights: Best time based on demographics • Consistency: Goldilocks • Quality vs. Quantity • Develop a schedule – #TBT – #Wordless. Wednesday – #Thoughful. Thursday Riverside. Ca. gov
BUILD A RELATIONSHIP • • • Engage: “Tell us” Don’t yell; invite them to the party Two-way street Inform & Inquire Answer questions within 24 hours Cross-promote; build business alliances & networks Riverside. Ca. gov
BUILD A RELATIONSHIP Riverside. Ca. gov
BUILD A RELATIONSHIP Riverside. Ca. gov
MAKE IT HAPPEN • Call-to-action – Refer to website/blog/landing page – Hashtag Riverside. Ca. gov
BE EYE-CATCHING • • • Visually appealing Photos: simple, not too busy Infographics Easy-to-read charts Behind-the-scenes (i. e. : Mayor, off-limit locations, etc. ) Riverside. Ca. gov
BOOST IT Riverside. Ca. gov
BOOST IT Riverside. Ca. gov
MAKE IT SPECIAL • • • Easy to connect “Insider” knowledge First to know Something they can’t find on Google Shareable content Riverside. Ca. gov
STAY COOL • Remain calm under pressure • Don’t let the Negative Nancys get to you – “We apologize you feel that way…” – Combat with positivity/options • Don’t delete unless harassing. Riverside. Ca. gov
FIVE TIPS TO IMPLEMENT TODAY 1. Make a good impression: Intriguing subject line 2. Timing isn’t everything, but it’s important 3. Refine sign up process and email targeting. Scrub lists. 4. Monitor engagement and open rate 5. Use a consistent voice Riverside. Ca. gov
TOOLS • Produce Once, Share Everywhere – BUT use unique and different messages based on audience and medium • Content Calendar Riverside. Ca. gov
Resources Riverside. Ca. gov
Questions? Contact Stephanie Harvey Marketing Manager City of Riverside sharvey@riversideca. gov @mrssmharve Kaitlin Bilhartz Marketing Coordinator City of Riverside kbilhartz@riversideca. gov @kbcruising Dennis Erokan Placemaking Group HFS Consultants www. Placemaking. Group. com 510 -835 -7900 ext. 203 925 -381 -1746 mobile Riverside. Ca. gov
