inbound marketing

Sponsored by:A Service

Of:

Inbound Marketing:

Attract More Donors, Volunteers & Others

Allan Pressel


Of:

Synthesis Partnership works with nonprofit

organizations facing or creating change to

align strategy, identity, capacity and facilities

with vision, mission and values.


Of:

Affordable collaborative data

management in the cloud.


Of:

Today’s Speaker

Allan PresselCEO/founder,

CharityFinders

Hosting:

Sam Frank, Synthesis PartnershipAssisting with chat questions:

April Hunt, Nonprofit Webinars

Inbound Marketing: The Latest Techniques to

Attract More Donors, Volunteers, and Others

Every nonprofit should have a website that actually furthers its mission -- not just describes it…

Nonprofit Webinars

Presented by:

Allan Pressel, CEO/founder

CharityFinders

877-456-3210

www.CharityFinders.com

[email protected]

mailto:[email protected]


© CharityFinders, proprietary & confidential, not for reproduction

Inbound marketing goals

1. Maximize inbound, online leads

2. Maximize lead quality

3. Maximize conversion rate


Inbound marketing techniques

1. Search engine optimization (SEO)

2. Search engine marketing (SEM)

3. Pay-per-click (PPC)

4. Blogging

5. Content creation

6. E-newsletters

7. Articles

8. Social media

9. Website


Search Engine Optimization (part 1)

1. What are the key search engines?

2. How do they work?• 200+ ranking factors!

3. What can you do to optimize your search engine standings?

a. Metatags• Description

• should be < 150 characters

• Keyword

b. Choosing and Using Keywords• < 10 keywords per page

• Use keywords/phrases liberally in page title, headings, body

• Use HTML tags to denote headings (e.g., H1, H2, etc.)

• Use different keywords on different pages

• Keep them updated

• You should have a keyword that is in your website address.

• You should have a keyword that is in your page title



c. Keyword selector tools• http://inventory.overture.com/d/searchinventory/suggestion

• Google Zeitgeist - www.google.com/press/zeitgeist.html

• Google AdWords Keyword Tool -

https://adwords.google.com/select/KeywordToolExternal

• Google Trends - www.google.com/trends

• MSN Search Insider - www.imagine-msn.com/insider

• Yahoo Buzz Index: http://buzz.yahoo.com

d. Links• Incoming

• Count your link:in Google, type “link:www.yournonprofit.org”

• Choose relevant, reputable sites

• Outgoing

• Twitter account

• # followers

• Tweet/retweets

http://inventory.overture.com/d/searchinventory/suggestion

http://www.google.com/press/zeitgeist.html

https://adwords.google.com/select/KeywordToolExternal

http://www.google.com/trends

http://www.imagine-msn.com/insider



http://buzz.yahoo.com/

http://www.yournonprofit.org/



d. Use blogs• Within your site

• Interactivity

• Offer RSS feeds

• Lots of incoming links

• Submit your blog to technorati.com

• Submit your blog to bloggrader.com

e. Avoid splash pages

f. Don’t require cookies

g. Use alt text (on every image)

h. Robots.txt

i. Search engines prefer HTML

j. Search engines prefer text over graphics

k. Don’t use frames

l. Be careful with Flash and JavaScript

m. Create a site map

n. All pages should be easy to navigate to (esp. home page)

o. Create focused pages



q. Get listed in important directories:

• The Open Directory Project: www.dmoz.org

• Yahoo Directory: http://dir.yahoo.com

• ZoomInfo Directory: www.zoominfo.com

r. Use conversion forms

s. Page titles should be descriptive, and <70 characters

t. Purchase your domain name (URL) for as long a period as

possible

u. Get your traffic rank at www.alexa.com

v. Your site should display with or without the “www”

• set up a permanent “301” redirect

w. Create articles

x. Issue press releases

y. Videos

z. Keep your site updated frequently

aa.Get people to review you (Yelp, etc.)

bb.Register with search engines

SEO is based on unknown and changing algorithms!

http://www.dmoz.org/

http://dir.yahoo.com/

http://www.zoominfo.com/

http://www.alexa.com/


Cool technology

• Donor thank you videos

• Text to donate (or anything!)

• QR codes


Private Website Consultation

I’d like to offer each of you a free private website consultation

One hour

Consultation includes: CharityFinders’ assessment of your site

Recommendations

Building your nonprofit's most-needed functionality

In person or by webinar

Include anyone you want (e.g., ED, DD, board members, etc.)

In one location or several

We’ll contact you in 1-2 business days to schedule the consultation


Page Rank

Google PageRank (0-10)

Ranks the importance of a web page

Calculate your own PageRank

www.top25web.com/pagerank

http://www.top25web.com/pagerank


Social Mediasphere

del.icio.us bookmarks

Enables web users to save their bookmarks

Helps you get more traffic

Encourage as many people as possible to

bookmark your site on del.icio.us

digg.com

social media site

anyone can submit articles, and vote for them

You should submit your organization’s articles


Website Grader Report

Grades your site: 0-100

Ranks the percentile of a web page regarding its

marketing effectiveness

Blends data from: search engine data

website structure

traffic

site performance

etc.

Calculate your own website grade

www.websitegrader.com

http://www.websitegrader.com/


Search Engine Marketing (SEM) is Cost Effective

• SEM is substantially lower cost than

traditional marketing efforts

• Cost of Acquisition Across Different

Channels

inbound marketing

Business

search engine standings

search engine marketing

key search engines

page use keywordsphrases

msn search insider

use blogs

page title charityfinders

website charityfinders