Post on 19-Jan-2017
PLAN, ACTIVATE, AND MEASURE YOUR
C NTENT STRATEGY Paula Keller
Director of Account Management
WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
SEARCH INFLUENCEHelping customers successfully market online since 2006
Search Influence • 90 full and part-time
employees• 120 contract writers• Google AdWords & Analytics
Certified Staff• Google Certified Partner
Reputation• 5x Inc. 5000 honoree
■ Including 2011 Inc. 500• 2013 Inc. Hire Power Winner• Recognized leader in search and social
for local business • Two decades in online media• Best Places to Work, 2014
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For every 1,000 website visitors, a nonprofit raises $612.
WHY SHOULD WEBSITE TRAFFICBE IMPORTANT TO YOU?
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YOUR WEBSITE = YOUR DIGITAL ID
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ONE OF THE BEST WAYS TO BUILD YOUR SITE’S AUTHORITY IS CUSTOM CONTENT.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
90%of all
organizations use content in
marketing efforts
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90% 80%of all
organizations use content in
marketing efforts
believe custom content should be
the focus of marketing efforts
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
STEP 1
SELECT CONTENT YOU’LL CREATE
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CONTENT TAKES MANY FORMS
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TYPES OF CONTENT● Photos and other images● Videos● Product or service descriptions● Blogs● White papers, guides and ebooks● Press releases ● Social media posts
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82%of marketers who blog daily
gained customers using their blog
START A BLOG
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50%of all Facebook posts are
made up of photos
GO VISUAL
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GO VISUAL
© 2016 Search Influence
“The image is the new headline.”- LinkedIn
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WHY VISUAL CONTENT?
Visual language:
● Aids in decision-making● More persuasive● Leaves longer impression
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
37%say images grab their attention and, as a result,
they give that business more consideration.
IMAGES GRAB ATTENTION
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
12% 800%Publishers who use infographics grow
website traffic 12 percent faster than those with no
infographics.
The popularity of infographics has surged in recent years—increasing
by 800 percent from 2010 to 2012
FASTER SURGE
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STEP 2
START A CONVERSATIONON SOCIAL MEDIA
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2.13 BILLION PEOPLE ARE ON SOCIAL
NETWORKS
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74%of online adults use
social networking sites
YOUR CONSTITUENTS ARE ON SOCIAL MEDIA
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72% 25%31%of online adults use Facebook
(1,550,000,000)
of online adults use LinkedIn
of online adults use Pinterest
© 2016 Search Influence
28% 23%of online
adults use Instagram
of online adults use
WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
Who are you trying to reach?● Donors?● Volunteers?● Media?● Potential beneficiaries?● Employees?
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?
Defining your target market:● Do your donors fall into a certain income class?● Are your services geared toward men or women?● What is your typical donor’s age?● Married? Family? Who makes the purchasing decisions?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
Defining what makes each audience tick:● What are your donors’ likes & dislikes?● What are their values? What lifestyle do they lead?
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?
© 2016 Search Influence© 2016 Search Influence
WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
USE GOOGLE ANALYTICS DATA
© 2016 Search Influence
REVIEW EXISTING DEMOGRAPHICS
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● Facebook’s audience skews younger.● Twitter is primarily a news source for its users.● Pinterest is great for family or parenting content.● Instagram’s audience is primarily female ages 18-44.
WHAT SOCIAL MEDIA CHANNELS ATTRACT YOUR CONSTITUENTS?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
FACEBOOKUsage among seniors continues to increase, 56% of internet
users ages 65 and older now use Facebook, up from 45%.
Women are also particularly likely to use Facebook compared with men, a trend that continues from prior years.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
INSTAGRAMAlmost every demographic group saw a significant increase in
the proportion of users last year. Most notably, 53% of young adults ages 18-29 now use the service.
Besides young adults, women are particularly likely to be on Instagram, along with Hispanics and African-Americans.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
LINKEDINMost popular among college graduates, those in higher-income households and the employed (although the increase in usage by those who are not employed to 21% from 12% in 2013 is notable).
It is the only platform where those ages 30-64 are more likely to be users than those ages 18-29.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
TWITTERParticularly popular among those under 50 and the college-educated.
Has seen significant increases among a number of demographic groups: men, whites, those ages 65 and older, those who live in households with an
annual household income of $50,000 or more, college graduates, and urbanites.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
YOUTUBEYouTube reaches more adults
ages 18 to 24 than any single TV network.
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TIP
ORGANIZATIONS WHO HAVE A SOCIAL MEDIA PLAN ARE
SIGNIFICANTLY MORE EFFECTIVE.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
SOCIAL MEDIA GOALS
● What types of content will you post and how often?● How does the audience (and content) differ by platform?● What do you want to accomplish with each platform?
© 2016 Search Influence
SAMPLE GOALS○ LinkedIn: Attract volunteers from companies○ Facebook: Connect with those you help and attract donors ○ Twitter: Connect with local influencers to potentially help
your cause
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DEVELOP A CONTENT CALENDARTake time at the beginning of each month to write
and plan out your social media posts.
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THERE’S ALSO HOOTSUITE
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STEP 3
TRACK YOUR EFFORTS
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STEP 4
SPEND A LITTLE MONEY PROMOTING YOUR IMPORTANT POSTS
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
2M 80%active
advertisers on Facebook (and most are small
businesses)
of Facebook’s new advertisers
started by paying for
promoted posts
a day is the average spent
by small businesses on
$5-$50
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
WITH FACEBOOK LOCAL AWARENESS ADS, YOU CAN
TARGET LIKE A BOSS.
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© 2016 Search Influence
6500 Magazine Street, New Orleans, LA
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IMPROVE TARGETING BY CREATING
LOOKALIKE AUDIENCES
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© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
IMPROVE TARGETING BY CREATING
LOOKALIKE AUDIENCES
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
IMPROVE TARGETING BY CREATING
LOOKALIKE AUDIENCES
FACEBOOK CUSTOM AUDIENCES
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
FACEBOOK CUSTOM AUDIENCES:EMAIL LISTS + LOOK ALIKE
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
SO, HOW DO YOU GET EMAIL ADDRESSES?
ASK AT EVERY TOUCHPOINT
● When someone calls to ask a question● When someone is purchasing something
at an event● When someone is filling out an online
form, make the email address field required
● Newsletter signup on website
ASK. ASK. ASK. ASK.
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
SO, ABOUT THAT WEBSITE...
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
MUST MEET THE USER’S EXPECTATIONS
Website Owner● Cool, wow factor● Pride, opinion● Marketing jargon● Lots of traffic
Website User● Helpful, easy, intuitive● Professional, trustworthy● Practical, utility, accessible● Just help me
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
TOP 5 ACTIONS TAKEN ON NONPROFIT WEBSITES
1: Connect to social media platforms2: Donate to the nonprofit organization3: Read recent blog posts4: Sign up to receive a newsletter5: Sign a petition
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
WEBSITE TIP
Compile the top 10 questions
you or your staff are asked. Does yourwebsite answer
all 10?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
MAKE SURE TO TELL THE USER WHAT ACTION TO TAKE
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
STEP 5
OPTIMIZE YOUR WEBSITE SO THAT YOUR CONTENT
RANKS HIGHER
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
#1: ADD TITLE TAGS TO YOUR WEBSITE PAGES
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
#2: MAKE SURE YOUR WEBSITE PAGES HAVE META DESCRIPTIONS
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
WEBSITE TIP
Include topics and keywords in
title tags and meta descriptions
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
#4: MAKE YOUR WEBSITE PAGES QUICK
TO LOAD
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
#5: YOUR SITE MUST BE MOBILE FRIENDLY
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
MOBILE-FRIENDLY WEBSITE TEST
Check your website using Google’s handy mobile friendly test: https://www.google.com/webmasters/tools/mobile-friendly/
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
AGENDA● Why Online Marketing?
● Content Marketing 101
○ Create Content, Start a Conversation
● What Makes a Great Website?
● How to Optimize Your Website
WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
WHY ONLINE MARKETING?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
60%of all organic search clicks go to the
top 3 results on Google.
WHY ONLINE MARKETING?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
75%of Americans
use search engines on a regular basis
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
56%of Americans
use search engines every
day
75%of Americans
use search engines on a regular basis
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
56% 40%of Americans
use search engines every
day
of searches are for local businesses
and services
75%of Americans
use search engines on a regular basis
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE
13 TIMESmore likely to generate
a positive marketing ROI
START A BLOG
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60%of consumers are more likely to consider or contact
a business that has an image show up in local search results.
IMAGES MAKE YOUR BUSINESS STAND OUT
© 2016 Search Influence
46%admitted they can’t live without their smartphones,
according to the Pew Research Center.
SMARTPHONE ADDICTION
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WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE
97%of those ages 18 to 29 use
smartphones for Internet
use
ages18-29
© 2016 Search Influence
WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE
97% 90%of those ages 18 to 29 use
smartphones for Internet
use
of those ages 30 to 49 use
smartphones for Internet
use
ages18-29
ages30-49
© 2016 Search Influence
97% 90% 80%of those ages 18 to 29 use
smartphones for Internet
use
of those ages 30 to 49 use
smartphones for Internet
use
of those ages 50+ use their smartphone for getting
online
ages18-29
ages30-49
ages50+
WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE © 2016 Search Influence
#5: ADD SCHEMAHTML markup that webmasters add to web pages
to make them more easily readable and understandable by search engines
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE