hot strategies to get measurable results
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Hot Strategies to Get Measurable Results:
Traffic, Leads, Donations
Katharine Coles
Special Thanks To Our Sponsors
A Proud Sponsor of NonprofitWebinars.com
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
Today’s Speaker
Hosting:
Sam Frank, Synthesis Partnership
Katharine ColesCEO/Founder,
Mad Marketeer
Assisting with chat questions: April Hunt, Nonprofit Webinars
Hot Strategies to Get Measurable Results:
Traffic, Leads, Donations
presented by
MAD MARKETEER
Corporate Quality at Nonprofit Prices
Katharine Coles
Katharine@MadMarketeer.com
310-947-8511
Where are you today?
• What are you doing to get new traffic?
• How are you tracking your leads?
• How do you determine which of your
marketing tactics are working?
• Is your website search optimized?
• What ROI do you get on your social media?
The “Typical” Nonprofit Picture:
Challenge 1 of 4GENERATING TRAFFIC
Not search optimized and, thus, not “findable”.
Not utilizing social media and other traffic generating
tools.
Has a very small number of backlinks (external links
from other sources linking to your website; average
needed is 100-300).
Do not have a Content Strategy and not utilizing blogs,
PPC, webinars, eBooks, or other types of content that
can attract new traffic.
GETTING LEADS
Not capturing online leads & doesn’t have a way of
tracking when/ if they get leads online.
Not converting an adequate percentage of traffic into
leads from their website.
Don’t even know how many leads come to their
website.
The “Typical” Nonprofit Picture:
Challenge 2 of 4
INCREASING DONATIONS
No automatic mechanisms in place to help nurture
leads.
Not doing anything to nurture online leads into
donations.
The “Typical” Nonprofit Picture:
Challenge 3 of 4
IMPROVING MARKETING TACTICS OVER TIME
Have low Google Page Rank (4/10 or less).
Not tracking leads from source through outcome.
Does not measure what marketing tactics are working (or
not).
The “Typical” Nonprofit Picture:
Challenge 4 of 4
Most understand they have these
challenges … but don’t know what
to do ….
Website agencies?
PR?
SEO?
Social Media?
Branding?
There is no silver bullet from any one discipline.
An integrated solution gets the best results! We’re
providing a methodology ….Inbound Marketing
History of Marketing
• 50 years ago: Mass Marketing revolution made
possible by TV
•Clicker
•Cable TV
•TiVo
•Internet better content than TV (mass
marketing is OVER)
•New revolution and transformation from mass
marketing to inbound marketing
How to Get Results in Today’s
Marketing Environment
What is Inbound Marketing? It is a methodology
that makes you findable by leveraging your website,
social media, blogging, search engine optimization,
search engine marketing and email marketing.
So, how do YOU create an inbound marketing
program?
Foundational: Branding and Messaging
Foundational: Website Functionality
-Includes a Content Management System
to manage content
-Includes a content management system
for SEO
-Collect money online securely
-eCommerce
-Build your database of constituents
-Add forms/call to action/landing pages
-Blog
-Event registration/sell tickets
Foundational:
Why Content Strategy Matters
…marketing/development departments have got to start acting like
media empires… Because audiences turn to what they view as
"authorities" all over the Web to guide their own behaviors and
decisions.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148355
6 Tips for Creating Valuable
Branded Contenthttp://mashable.com/2011/04/01/branded-
content/
1. Be on the Side of the User
2. Start Platform-Agnostic
3. Make it Portable, Findable & Shareable
4. Release Early, Release Often
5. Stay Close to the Data
6. Be Prepared to Be Surprised
Understanding content:
different types of content• Proprietary Content: You create and it forms basis of
SEO, social sharing, offers, blog posts, press releases,
eBooks, presentations, website copy, video, webinars.
• Syndicated and 3rd Party Content: News feeds
(Reuters) or research (Altimeter, Forrester, IDC).
(Usually requires paid subscription)
• Fair Use Content: Free content from sources all over
the web (headlines, thumbnail photos, galleries, quotes,
social media feeds) Daylife, Moveover & OneSpot
• Movement Marketing: Engage audiences around
issues. (environmental, green, breast cancer, etc.)
Methodology
But what results can you expect?
Inbound Mktg Source Important Leads
Data based on organizations using this methodology: Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Success Drives Investment in Inbound
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Inbound Marketing is Cost Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
TRAFFIC
Search
Social Media
Blogging More Often Drives Results
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Blogging & Social Media Influence SEO
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Brings Social Media Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Compelling reasons, but still….
Leads by Indexed Web Pages
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Indexed pages help traffic & branding
when you keep showing up in results
10 Content Ideas for
Blogs, Email and Social Media Answer Customer Questions (Generate a list of questions)
Aggregate Industry Information (Compile popular industry statistics,
images, videos, etc. into one article … save them time!)
Think Beyond Text (Publish video, audio interviews of industry experts,
event photos, etc.)
Seek Out Guest Authors (They get exposures and a link to their own
website or blog!)
Make Lists (how-to, best-of, etc.)
Make Charts
Think Like an OpEd Writer (Take a stance… get controversial
Look at Your Analytics (Write a post relevant to who is following you)
Review Industry Books (Write or produce video reviews; identify segments)
Break News (Summarize news announcements and relate to your industry)http://blog.hubspot.com/blog/tabid/6307/bid/6023/10-Simple-Strategies-for-Business-Blog-
Content.aspx#ixzz1ElRzEq6m
Making Sure You Rank High
So Users Can Find You
Natural
Search
Results
Paid Search
Results
The importance of search is growing …
It’s today’s “yellow pages”
How many of you know what your
Google Page Rank is?
POLL Question
Rank highly correlates to search
returns; Varies by industry
Page #1 search for “zoos” (7/10)
Page #9 search for “zoos” (4/10)
-Amount of traffic that comes to your site
- How many back links come into your site
-How well your site is search optimized
Factors Affecting Google Rank
Facebook conversations to engage
Specialized Social Media
Are you already a Jumo member?
POLL Question
Social Media Marketing:
The Most Effective Tactics
Nonprofit Reviews
Has anyone written a review of
your nonprofit?
POLL Question
Twitter: More followers = More leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Twitter Drives More for Any Size
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
LEADS
Offers
When do YOU take action on a website?
Information you want or need
Discount
Giveaway
Ebooks, white pages
Webinars
Use your imagination!
Offer of Information
Offer engages & leads to an exchange
The offer helps motivate
Why a Landing Page?
Call-To-Action Buttons
DONATE
Email Proven ROI
Email delivers $42 for every $1 spent.
(Source: The DMA, 2010)
How to Nurture
Capture their contact information
Learn what they are looking for
Communicate those things to them
IMPROVEMENT OVER TIME
Barriers to Social Media Adoption
Two Ways to Measure and Monitor
•Do-It-Yourself
•Integrated Software
Do-It-Yourself: Hundreds of Tools
BackLinkWatch.com
Goal: 100-300 links (prefer one way)
How to Find Your Google Page Rank
(highly correlated with search results)
Download Google Toolbar OR go to:
http://www.prchecker.info/check_page_rank.php
The Challenge with Do-It-Yourself
-Time!
- Information is not integrated
Automated software does all of this and more!- Check each page for SEO improvements.
- Review inbound links.
- Maintain an integrated marketing funnel (track leads from blogs,
social media, email etc and track ROI).
- Send automated emails to help nurture conversions.
- Create lists of leads and send targeted communications.
- Blog analytics: uncover best articles.
- Like Organizations: compare your marketing metrics.
- Analyze visits by page.
- Monitor social media conversations.
-
Thank You!Get Started Today.
Sign up TODAY to receive a free 30 minute Marketing Assessment.•Measure & Monitor Worksheet
•Your Basic Analytics (Page rank, SEO)•Marketing Grader: where do you need the most improvement
•Automated Software Options (free to $250/month)
To also get free advice, receive marketing tips and ask your questions:www.MadMarketeer.com/Mailing List
www.Facebook.com/MadMarketeer
Interested in software or other marketing services that drive traffic, leads and revenue, contact us today!
310-947-8511katharine@MadMarketeer.com
Would you like to be contacted for
a complementary assessment?
POLL Question
Find the listings for our current season of webinarsand register at
NonprofitWebinars.com
Chris DumasChris@NonprofitWebinars.com
707-812-1234
Special Thanks To Our Sponsors
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