Hello. My name is...

Laura B. Poindexter is a renowned thought leader, guiding clients through the changing electronic marketing and social media environment. Her public seminars have helped thousands of business owners learn and employ affordable marketing solutions. Since 2000, her company, Queenb Creative (formerly laura b creative), has managed clients’ online presence, maximized their social media and electronic marketing to positively impact their bottom line and enhance audience engagement.

30 October 2015 ~ 0 Comments

My 3 Cs of Social Media – Customer, Content, and Capabilities

Developing A Social Media Strategy In 3 Simple Steps

I speak to thousands of business owners every year about online marketing and social media strategy. My goal is to make it easy for business owners and their staff to develop a marketing strategy that makes the phone ring. Through these discussions and experience with my clients, I developed a simple 3-step process to determine how to focus your online efforts.

Before we walk through the process though, we need to be very clear about the goal for our efforts. What is the measurable action that you want your audience to take? Some may say sales. And while that is true in the end, it is also very possible that you have a multi-step sales cycle. For my business, the first call to action with a prospect, especially one I find online, is to get them to subscribe to my email list. So, step one is determine your goal and write it down. Once we have that, we can move through my 3 Cs of Social Media Marketing: customer, content, and capabilities.

#1) Customer. Who is your customer? What does your ideal customer profile  look like? Where do they hang out online? Where are they physically and what are they doing when you want them to take action? If you are a retail business targeting young professionals who are out and about when you want them to take action, then mobile and online review sites are going to play a big part in your strategy. Likewise, if you are targeting Baby Boomers, Twitter is not going to be the first platform on our list. There is no right answer here as long as the platform matches your customer.

#2) Content. What do you have to say and share? What formats will work best for this content? Can you make your information visual in the form of product images, infographics, or video content? Can you make your calls to action simple to complete? Be sure to offer value to your audience as a rule and sprinkle in your marketing messages. No more than 1 in 10 messages should be self-promotional. An easy and powerful type of content is the Customer Testimonial.

#3) Capabilities. This one is really important. Your social media and online marketing activities have to fit in with your daily workflow and personality. If you don’t like to write, I’m not going to ask you to blog. If you take pictures of your projects, let’s find a way to fit that into your strategy. If you have funny tidbits of information or daily thoughts, maybe Twitter will work for you. It is important that capabilities comes last in this list because the first two pieces are so important to reaching the right customer. Capabilities should simply guide the execution of the strategy not help to mold the strategy. Once you decide on your capabilities, develop an editorial calendar using these templates.

This is why each business needs a unique online strategy that fits this 3 Cs test of Customer, Content, and Capabilities. Keep it simple. Stay focused on the one measurable action you want your audience to complete. Measure your success and adjust accordingly.

05 August 2015 ~ 0 Comments

31 Online Marketing Tips for Your Organization

I started my business in August 2000. In celebration of 15 years in business, I have decided to share a month of online marketing tips (think quick wins) for your small business or nonprofit. This post is a compendium of those tips shared on my social media profiles. Whether you choose one or two to do right now or decide to tackle one a day for the next month, I hope that they will propel you to increased success in marketing your organization.


#MarketingTip Check your #socialmedia links on your website in a private browser so you are not logged in. — Laura B. Poindexter (@laurabcreative) August 3, 2015

03 August 2015 ~ 0 Comments

Facebook vs. Email: A Tale of Two Platforms

Facebook vs. Email

Why you should stop focusing on Social Media and Tune Up Your Email Marketing Strategy

A recent study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter (Source:  McKinsey & Company¹).

That’s great but let’s dig a little deeper. Let’s look at the two platforms with equal numbers of contacts and through average engagement what you can expect for your business.

Side note: I reference many statistics in this article in case you want to dig deeper, but that is a deep dark rabbit hole you might not want to go down.

Platform 1: Facebook

The Facebook page has 1,000 fans/likes/followers. Organic reach of native Facebook posts has plummeted recently and sits around 2-6% (Source: Ogilvy²). We’ll use 4% for this scenario. So when the page posts a status update only 40 people see it. If you are a Facebook page administrator, you can see the reach of your posts and get a pretty good idea of how many people you are reaching. I think you will find for most small businesses, these numbers are not far off.

The click through rate on Facebook posts by pages is about 5% (Source: Forbes³). That means that out of an audience of 1,000 fans, only 40 people are likely to see your update, and only 2 are likely to click. I really hope that landing page has a stellar conversion rate.


Facebook Click Through Rate


Platform 2: Email

A business has a permission-based email list of 1,000 subscribers. We see an average open rate on a good quality list around 25%. (Source: Constant Contact4) That means that 250 subscribers will open your email. The bonus here is that the other 750 may see your name and subject line in their inbox that reminds them of your business.

Of those 250 that opened the email, we see an average click through rate of 10% (Source: Constant Contact4) or 25 people. Since the goal of marketing today is to elicit a physical, measurable response, we’ve achieved that goal with 25 click throughs compared to 2 click throughs with the Facebook post.

Email Click Through Rate

As with any hypothetical situation, there are plenty of variables. I encourage you to look at your recent Facebook fan engagement and recent email results. If your results are higher than my scenarios, congratulations. If your numbers are lower, make a concerted effort to improve your email marketing metrics to increase your engagement and your organization’s success.

Bonus Tip: You can benchmark your own Facebook page at Agora Pulse’s Facebook Page Barometer > http://barometer.agorapulse.com/. This will give you specific benchmarks for your page against other pages that have used this tool, currently over 11,000 pages.




  1. http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
  2. http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
  3. http://www.forbes.com/sites/jaysondemers/2015/05/13/why-your-organic-facebook-reach-is-still-falling
  4. If you’d like to see how your open and click through rates compare to others in your industry, check outhttp://support2.constantcontact.com/articles/FAQ/2499. We found a ton of studies all over the place on email marketing statistics, but based on this data from Constant Contact and what we see in our clients’ accounts, we’ve averaged out to the statistics mentioned above.

And if you are a Constant Contact user and want more tips like these, consider enrolling in my VIP program to gain access to my Email Marketing Workbook resource library.

This post originally appeared on the Constant Contact Community Blog at http://bit.ly/1Do7FPp.

02 June 2015 ~ 0 Comments

Increase Your Open Rate by 30% with this Quick Tip

Improve Email Open RatesAre you struggling to reach your audience? Do you feel like you have a respectable email open rate, but your message is still not getting through?

This simple tactic takes only 2 minutes and can increase the reach of your message by an additional 30%. What is it? Resending your email to those on your list who did not open the email the first time.

I use this strategy for all my important emails. Not necessarily every email campaign I send but if I have a big event announcement or some really juicy content I’m sharing.

If you have 1000 email subscribers and you average a 25% open rate, then 250 people opened your last email. You know what else that means? 750 people did NOT open your last email.

We want to give them another opportunity to see the great content you are sharing without badgering those subscribers who did open your message. And to help increase our chances, we’ll also change the email subject line and send it 4-7 days later.

If we resend this email to those 750 people and assume a conservative 10% open rate, that is 75 more opens, and that means that 325 total subscribers saw your important message. Is that worth a few moments of your time?

Do you have a bigger list? 5,000 or 10,000 subscribers? Imagine the impact of this 30% bump in opens.

It makes sense, right? And it’s so easy to do.

Here’s how to do it in Constant Contact:

I love this feature of Constant Contact. I’ve included screenshots from within Constant Contact along with step by step instructions.Finding Did Not Opens
1) We need an email campaign.
a. Choose the email you want to resend.
b. Make a copy of the email.
c. Change the subject of the email. Let’s try something a little snappier if possible. Remember, 75% of your list did not respond to your original subject line.
d. Send the new email to your Test list. (Sidebar: Your Test list should be a list that includes at least your email and maybe some other stakeholders like employees.). It is important to note that this email must be SENT and not remain a Draft.
2) Finding those Did Not Opens.
a. Go to Reports.
b. Click on the Opens for the original email campaign.
c. On the left, click on Did Not Open.
d. Now you see a list of all those who did not open your email. Select all the address by choosing the checkbox at the top.
e. Now, choose More Actions > QuickSend. You will see the names of the last five email campaigns you sent. The revised email you just sent to your Test list should be at the top, select it.
3) Send the email. It’s important to note that at this time, you cannot schedule this email. It will be sent immediately upon clicking Send.
Alternatively, if you wanted to schedule this email you can repeat the steps above and instead of choosing QuickSend in step 2e, save the contacts to a new list that you can use to schedule the email.

Have you sent an important email message in the last few weeks? I want you to go try this now and let me know your results in the comments below.

And if you are a Constant Contact user and want more tips like these, consider enrolling in my VIP program to gain access to my Email Marketing Workbook resource library.

This blog post originally appeared in the Constant Contact Community at: http://bit.ly/1FsapXv . Visit the Constant Contact Community to see my other guest posts.