introducing
Digital Marketing Fundamentals
Presented as a Coastal Community Foundation
Workshop
what will we cover?• Content Strategy• SEO• Blogging • Social Media and social media sharing and advertisin
g• Email marketing• Search marketing pay per click
digital marketing
• digital marketing is the promotion of organizations via one or more forms of electronic media.
• allows small, local organizations to compete• requires business marketing strategy• planned: annually, 6 mos, quarterly • use a planning template
how they relate
Emailmarketing
Website+
Blog
SocialMedia
SearchMarketing
PPC
DonorVolunteer
Constituents
Digital MarketingContent Strategy
which is more plentiful?
why strategy?
If you put effort into planning your
marketing and content strategy you
you’ll have a higher success rate and also continue to execute based on a strategy,
versus reacting to what is wrong due to lack of organization.
strategy questions
Before you jump into planning answer these critical questions:– What triggers your donor/volunteers?– What are you seasonal / organization goals?– Constituent & audience personas/segments; long-
range goal alignment– What questions can you answer, problems can
you solve, or understanding can you add?– What can you reasonably commit to?
constituent actions
needs tutoring for child
search Net for info
visits yr siteand calls
Gets help
interactions funnel
show up in SERPs
visit website
sign up for newsletter
open / read
donate or get services
or see org’s PPC ad
or call for information
owned earned paid
distribute content
content is king
• Owned/Earned/Paid• Increase Owned/Earned• Create• Distribute• Share & Interact• Plan paid to support
content development
• Photos• Videos• Text / written articles• Curated content
Photo credit: Yutaka Tsutano
SEO
truth
“SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman
seo planning is step 1
• seo is not an item to be left to the end
• plan first• w/o planning, you’ll
never get where you want to be
Photo credit: Oatsy40
search engine optimization
• Company you keep• Associations• Quality results first• Demoting poor quality in favor of higher
quality
seo components
• A strong SEO strategy has three core components: – links– content– social media
• What's become more pronounced in the last year is the relationship between these elements.
• Best user experience, e.g. mobile compatibility is no longer optionalRead more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014
pandas, penguins, hummingbirds
fundamentals• solid, strong brand• great copy• adds value• well-designed site• useful information• fast• mobile responsive
all ins• Title
– page– file media library
• Text• Tags
– alt– post– H2, H3
• Page• Subheads• Descriptions
other considerations
• Inbound links• Bold• Cross site links as on-
page navigation• No “click this link”
rather, “click for map to our location”
Your Blog
why blog?
Companies that blog have
434% more indexed pages.
And companies with more
indexed pages get far more leads.
--Search Engine Strategies Conference, NYC 2013
blogging is..
Blogging is an essentialmarketing component for
your business
reasons to blog?
• Improve Search Rank• Build for Long-Tail Content• Community and Market Education• Communicate for High Trust via Content• Build Lists, Conversions and Reach• Build Brand Value and Equity
--Search Engine Watch
control of message
You are a self-publisherNew earned mediaGain share of voice
blogging steps
1. Platform Decision2. Platform Setup3. Research4. Plan5. Create6. Post7. Promote8. Evaluate/Adjust
Research
Blog Posts
Organizational Goals
What your constituents
care about
What you do
What you blog about
what do you post about?
taxonomy
• Map it out• Identify primary• Supporting branches• Categories
– One per post• Tags as micro-
categories– Not contained in post
titles
plan blog categories
Mentoring
Mentoring Kids Becoming a MentorMentoring Success
Stories
Parent Category Child or
Secondary Categories
plan ‘tags’- micro-categories
MentoringHigh School
Kids
Issues when
MentoringKids
PrimarySchool
Mentoring
MentoringKids
Tags
create editorial calendar
Topic Mon Tues Wed Thurs Fri Sat SunMentoring
Mentoring Kids
Becoming a Mentor
Becoming a Mentor
Issues to think about if you want to be a mentor
Common challenges when mentoring
Meet Gio and his mentor Tom
Social Media
why use social media?
“...value in bonding with an online community and reaching people where they already spend much of their time — on mobile phones and in social media apps.” NY Times
pew internet stats
73% of online adults use social media
42% use multiple social sites
71% of online adults are Facebook users
***Know your donor, volunteer or audience and where they are most likely to be in social media.
38384.0 38930.0 39569.0 39904.0 40299.0 40756.0 41122.0 41395.00
0.2
0.4
0.6
0.8
1
9%
89%
7%
78%
6%
60%
0.017%
30-49 50-64 65+
Social networking/media |61% of all adults
Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
who uses what?
• Pinterest appeals especially to females users (4:1)• LinkedIn is especially popular among college
graduates and internet users in higher income households.
• Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites. – Substantial overlap between Twitter and Instagram user
bases.
Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
understand each channel
social success
• YouTube appeared to be the strongest of the social networks at introducing new products (18%) and driving conversions (14%). – video is an important format for advertising to
potential customers. • Facebook came in a close second place in
terms of introducing new products (11%) and closing sales (10%).
from: Myth-Busting Social Media Advertising
social media fundamentals• be sociable- not boring• develop relationships• be where your constituents,
volunteers & donors are• answer their questions• it’s about them, not you• don’t hog the conversation• research/plan content• calendar your content• use team approach• social media policy
social media best practices• complete profiles• share other’s content• ask, answer, participate• use different types of
content in different channels; esp. images
• monitor analytics/metrics• create for specific personas• calendar everything; plan;
schedule
channel changes = ads• All channels are either using or contemplating /
experimenting with paid ads; ad promotion• Dec 2013 Facebook changed the algorithm that
determines which "stories" show up on the News Feed
• Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.”
• “Brand Page Reach Now Often Under 3%” Business Insider
compare success of ads
• due to changes in algorithms for social channels, paid ads are performing far better than organic.
from: Myth-Busting Social Media Advertising
3x higher conversion rate
from: Myth-Busting Social Media Advertising
case study
• Teach for America– enhancing reputation, mission driven– positioning organization for recruiting & placement– creating positive PR
• Strategy – fully integrated– blog– TeacherPop separate channel for teachers w/ it’s own
social channels– organization social media separate from teachers’
teach for america Pinterest
teach for america Twitter
teach for america instagram
share, friend, participate
e-mail marketing
why email?
email is
one to one
communication
email marketing creates ROI
• Recent survey of marketing professionals, 64% “believe in the ability of email marketing”
• Most marketers integrate all aspects of their marketing with their email marketing/list development
• Increasing numbers of marketers are adapting their email marketing to work on mobile devices
email marketing requirements
• email marketing platform; e.g. MailChimp or ConstantContact, Vertical Response– CAN SPAM act
• list of ppl who have opted in to your email– segments work best; e.g. supporters, volunteers,
constituents, leaders• brand centric template to use for your emails• email campaign strategy; why? when?
common email marketing uses
• keep in touch with prior donors• nurture relationships with potential donors, or
volunteers or leaders• seasonal requests, or needs• organizational updates or news• sharing helpful articles or information• bringing traffic to your website
email marketing best practices
• establish a clear purpose of communication• tailor content to suit your audience• distribute regularly• make it visually engaging• monitor the effectiveness of your emails
– Unique Opens, CTR, Forwards, Social Share, Best customers
The Next Web
Middleton Place Example
Why is this good?
• Visually Interesting
• Relates to Seasonal Goals
• Clean, organized
• Links to website
• Social Profiles
Improvements?
• Social sharing
pay per click
pay per click knowledge
• Google offers AdWords Grants• eligibility for nonprofits• “ads must reflect the mission of the approved
nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services.”
• best when you can ask for specific action
adwords notes
• ads must be placed so they intersect your donor, volunteer or constituent at the right time in search
• personas can guide campaigns• landing pages
pay per click must dos
• determine network, Google, Bing, Facebook• set budget• keyword research• word ads, select photos• refine ads, campaigns, keywords• placement, mobile? Network? Search results?• Google Adwords will help you get started
pay per click example
No organizations
show up for the coastal SC
area
lather, rinse, repeat
• monitor• adjust• refresh• keep alert to changes• competition
Photo credit: 1950sUnlimited