Author Archives: Julia Senesac

About Julia Senesac

Julia Senesac Internet Marketing Consultant | Social Media | Relationship Marketing | Strategist | Trainer | Speaker With over 30 years of business and marketing experience and a deep understanding of social business my team and I support clients’ marketing needs with a strategic approach and a well stocked tool box. Having worked with a broad field of clients, responding to their needs in a variety of environments and circumstances, we understand business owners and professionals. With that understanding, we listen, learn, think and then recommend the marketing strategies that help our clients improve their bottom line.

How To Hold On To Email Love with Effective Campaigns

effective email campaigns from Write Web MarketingEffective Email Campaigns SPREAD THE LOVE

How’s it going with your current email campaigns? How about your own inbox?

I get a lot of email. You?  Though the death of email has been widely reported over the last few years, the numbers don’t lie. Email is alive and well and living in the many inboxes across your prospect list. According to IBM’s 2016 benchmark study, the non-holiday open rate for email in the US is over 21% on average. WOW! That’s a pretty good reach.

I make an effort to keep up with those I support by joining their email subscriptions and at least giving quick peruse when it arrives. From time to time however, I may have to clean up my inbox and that means I will have to unsubscribe from a few lists, which brings to the point of this post.

The CAN-SPAM Act requires that all mass business email have an unsubscribe option.

DO NOT make me enter my address to unsubscribe.

DO NOT hide the unsubscribe link.

DO NOT omit an unsubscribe link.

When I decide I need to unsubscribe, it had better be easy or else…I will mark that emailer as SPAM. I understand that I get much more mail than the average bear but making it difficult to unsubscribe is not only rude but illegal. Moreover, it’s just not the way to do business.

From time to time, I may want to shift an email to another account. In this case, again, I need options. Please, please, give them to me or I may unsubscribe just to alleviate the problem.

Occasionally, I may want to continue my subscription but get fewer emails. It is in your best interest to offer me these options – if you have them.

The money IS in the list but only if those folks actually want to be on your list.

If an individual wants to be removed from a list it may be as simple as the fact that they are getting too much mail. When the time comes and they have a need that you can fulfill, it is likely they will think of you. Or they may think of you and scowl if you made it difficult to unsubscribe.

Email should not be inflicted upon the recipient but rather be a source of information, offers and value to those that receive it. I love to get an email that I want to share with others.  Send me something I care about and I will be your troubadour.

So you choose. Will you inspire or irritate? Your return on investment depends on your choice.

Need help with your email marketing? We do that. Drop us a line.

Facebook Advertising Just Doesn’t Work

facebook-advertising2Facebook Advertising                       Just Doesn’t Work

I’ve heard this from a number of folks and admittedly I can understand that many have tried and many have failed. Still, with the right offer, tools and targeting, Facebook ads are one of the most effective in both cost and targeting of any ad spend out there.

We can very clearly target our potential customer on Facebook. More often than not the problem is when asked “who is your customer?” businesses answer “everyone”. Even if EVERYONE is your potential customer, EVERYONE is not a target audience. It simply must be broken down for advertising to be effective. That means a business may need a series of ads to reach different groups of likely customers.

Well, that’s gonna cost more right?  It may seem that way however in reality it will be more cost effective because a lower cost per click can be obtained by being more relevant to your audience and because you will be reaching the right folks, you will likely get a higher return on the spend overall. More will become clients.

Creating clear profiles of your target audience is no simple task. It goes deeper than 40 year old women in my city. The better you know your potential client, the more easily you can target and reach them on Facebook. We are able to drill deeply into the particulars of potential clients. Age, gender, family particulars, location, education, employment, hobbies, entertainment, causes, travel, and buying habits are all part of our Facebook profiles and all available to employ in our marketing efforts.

Given the opportunity to clearly target, we now need only to clearly define that target. Yes, that may mean we have four target audiences. That’s OK. The benefit is that we can craft the message to best connect with each audience. After all, I’m sure we would agree that a 40 year old woman will be impacted by a different message than a 30 year old male.

So, the good and bad news…It’s all good news! Facebook Advertising Just Doesn’t Work…if you don’t know how to use it. Facebook Advertising DOES work when employed correctly. As a business owner you can learn to do it yourself or if your business is a restaurant or dental practice or health club or retail store, maybe you would rather employ someone whose business is marketing and advertising to help you reap the benefits of Facebook advertising. It can be done. One just has to know how.

 

Reunited With Home Shows

HBA Home ShowFor over 15 year I produced and promoted the largest and best attended home shows in the region. Though I have been open to event business over recent years, I have moved in to the digital marketing realm and it takes my concentration so when contacted about doing a home show, I had to give it some thought.

Home shows are something I can do with my eyes closed so the real draw for me was the ability to reconnect with my local business community. You see, working online all day long can sometimes be a bit isolating. I spend a lot of time in my office communicating with folks in California, Florida and Canada.  This event was a great opportunity to work with my local market.

I have jumped in with both feet. This show was in need of some change and we are giving it a whole new life. We’ve been busy and we think you’ll like our work. This year the Home Builders Association of Northern Colorado is building an All New Show. We have a new executive director, new show coordinator and a whole new attitude.

Our new exec. Greg Miedema comes from Tuscan where the HBA does two BIG home shows annually. I have over 15 years of home show experience, having produced and promoted the largest and best attended home shows in northern Colorado. We bring that energy and experience to the 2013 HBA Home Show.

We have a new floor plan, marketing and displays. The marketing to date includes;

  • Email (over 50k) to targeted Larimer and Weld county residents
  • A show event pullout in The Coloradoan and Reporter Herald featuring a  layout of the event and list of exhibitors as well as information and  articles around new homes, home remodeling, improvement and decorating. This will also be included in the digital version for those reading their news online.
  • Digital advertising on print media news sites
  • Social media. Like us on Facebook. We’re connecting to our members, exhibitors and community and sharing their posts.
  • A new website with event information for the public including exhibitor contact links
  • An email blast exhibitors can send to their clients and prospects letting them know they will be at the show.

We are producing and distributing an event poster. These will be placed in the store fronts of members and exhibitors, as well as at over 200 locations throughout northern Colorado.

We also have the support of members and exhibitors in promoting our event to the public. The event will be featured in the newsletters of some of the largest and best known real estate companies in the region, both print and electronic.  The event will be promoted on the marque at The Ranch as well as signage at some prominently located exhibitors.

Premier Showcase displays are new too. We are featuring two displays for the public’s enjoyment, a kitchen display and an outdoor living display. Exhibitors participating in these will be featured in our print and digital advertising.

Our theme for the show this year is Living Local. We will be including some interesting exhibitors from around northern Colorado. Great door prizes too.

We have added Friday afternoon for exhibit. We will close the show at 5pm and at 530, we ask our members and exhibitors to join us for a reception hosted by HBA. Meet our new exec. and connect with other members and exhibitors. This is just one of the HBA’s great networking opportunities. We have sponsorships available for the reception. Sponsors will be featured in our print and digital advertising.

As you can see, we HAVE been busy and we hope we have gotten you excited about the all new 2013 HBA Home Show. Interested in exhibiting? We would love to have you but hurry, spaces are going fast and we have a limited number of booths available. Call me at 970-484-6723 or reach me by email at [email protected]

See you at the show.

We Were Going To Have A Social Media Day Event But We Had A Fire Instead.

When I heard about Mashable Social Media Day, a global event held locally, I got excited.

As an internet marketing professional that also has over 15 years of event planning experience I thought, “I’ve got this!  Fort Collins is gonna have a fabulous Social Media Day.”

Fort Collins is a wonderful community. You may have heard of us. Nestled against the foothills of the Rocky Mountains, annually we’re ranked by publications such as Money, Forbes and News Week for our quality of life, business, education and recreation. The Poudre Canyon is designated as a wild and scenic byway. We are very active in green technology and a mecca of microbreweries. Home to one of the top rated Veterinary schools in the country and Colorado State University, we’re also a key community in the technology sector and simply a wonderful place to live, work and play. I invite you to visit our beautiful community.

Social Media and digital communication are top of mind and agenda for most businesses and organizations in Fort Collins.  My goal for Social Media Day was to connect the community. That’s a big order but I envisioned government, education and non-profits gathered in a high visibility location, meeting and connecting with Fort Collins folk.  People could sign up for electronic utility billing, connect with their kid’s neighborhood school and volunteer with agencies serving the community. This had epic possibility.

I began with a Twitter profile, created an event on Facebook and populated the Mashable Social Media Day Meet Up page. I researched and connected with hundreds of local peeps on Twitter and began asking others to jump in on the event. This was going to take people power.

My next mission; Venue. Luck was with me. It seemed that, sandwiched between our epic Colorado Brewer’s Festival and Fourth of July, my date was an island of calm.  I began the process of securing the highest visibility location in my community.

On to the City for a proclamation declaring June 30, 2012 Social Media Day in Fort Collins and  getting on the community calendar.  Having a bit of experience in government in Fort Collins, I knew where to start.mashable social media day fort collins proclamation

Through connections made on Twitter, a committee was formed  to organize the event. With the support of local marketing professionals as well as The Coloradoan, our newspaper, things were rolling nicely.  Old Town Square was secured as our event venue and I began connecting with organizations and attending networking events.

June 9, 2012 is a day that will live long in the collective memory of my community. It was a beautiful late spring Saturday in Fort Collins; The Taste of Fort Collins weekend, a day that held festive promise. I was up early and at my desk. Having gotten fairly active with the local community on the Twitter, it wasn’t long before I was aware that crisis was building just west of us. The High Park Fire had begun.

The terrain is rugged in this beautiful mountainous plat.  A great deal of the area affected by the fire falls under the purview of rural volunteer fire protection districts. That means first responders are residents. The initial report came in about 6am and by 9am the first water drop was made. Every responder in northern Colorado was on scene, and the fire grew.

I began tweeting news and information about the fire. I established a Facebook page to post moral support and fundraising opportunities. High Park Fire was growing in epic magnitude, as was the online traffic. Hundreds were being evacuated along with pets and livestock. Homes were being threatened and burned. Our local firefighters and sheriff’s department were up to their eyeballs in emergency response. Before the end of the day Saturday, the Governor had declared the High Park Fire a Level One Emergency. Begun from a lightening strike, 20 acres the early morning of June 9 grew to over 20,000 acres in less than 24 hours and still the High Park Fire grew.

According to an article in the Denver Post; “The #highparkfire Twitter search (known as a “hashtag”) peaked on June 9 (the day it started) at more than 10,000 tweets, with several thousand daily tweets since, said Elaine Filadelfo of Twitter communications.”

photo credit Poudre Fire Authority

On Sunday, west of Fort Collins, clearly, disaster ensued. The weather amplified fire conditions. Severe drought coupled with thousands of beetle kill affected trees melded into the perfect storm. All points west from Horsetooth Reservoir to our beautiful Poudre Canyon, places I love and have played in for years were being reduced to ash with no containment in sight. This fire was out of control.

Over the course of the last three weeks I have been almost constantly online, tweeting and posting about the High Park Fire. I’ve seen this insidious beast burn over 87,000 acres, over 250 homes and impact thousands of residents and animals. Volunteer fire fighters protected others’ property while their own homes burned. A woman that loved those mountains was lost. The impact of this fire will be with us for years to some.

The Facebook page has become a feel good space. Residents and businesses all over town are displaying Thank You signs in support of the fire fighters and emergency responders. I’ve been posting the pictures of our collective gratitude, fundraising events and the pieces of this that make us feel good about all this tragedy.

firefighter thanks

photo credit North Forty NewsI'm using social channels to show our community support for the heroic firefighters and emergency responders too. The area is awash in Thank You Signs expressing appreciation. Many are posted on the Facebook page. I’ve shared dozens of tweets of encouragement to those risking their lives on our behalf.

Talk about learning the power of Twitter! I have connected broadly with locals, news organizations and a whole group of “crisis tweeters”. These people are worldwide; Organizations like Humanity Road whose volunteer members help disseminate information when disaster strikes. I am in awe of their efforts.

Many of the very organizations and entities I had planned on being a part of Social Media Day have been working literally 24/7 supporting evacuees and fire fighting teams. Given that, Social Media Day FoCo just seems unimportant when compared to the many needs of my community.

Rather than holding our event, I have asked sponsors to donate to High Park Fire relief and attendees to volunteer on Saturday at the Help Colorado Now center at Foothills Mall.

Help Colorado Now is the conduit of all charitable resources deployed for the High Park Fire and all Colorado fire relief. I had the pleasure of meeting them this week. Actually an organization of the Adventists, they are volunteers responding to disaster where it strikes; Individuals from across the country that have come here simply to support. I am humbled by their heartfelt work.

Help Colorado Now is currently accepting cash and in-kind donations. They are also a distribution center serving the many needs of those affected by the fire. If you have need, please, see them at Foothills Mall. They will help. It will do my heart good to work with them on Saturday.

photo credit The Coloradoan

Having lived here for over 30 years, I know very well what a great place Fort Collins is. Good has come out of this horrific disaster. The love, respect and spirit of support within my community has grown even deeper. When the going gets tough, we hang together. Proud to live in FoCo.

Stay Tuned! Follow and connect with Social Media Day Fort Collins; Tomorrow I’m launching a Crowdrise fundraiser. My goal is $5,000. Please join me in support.

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