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

description

We will discuss low-cost ways that will produce compounding results over time. As you create marketing assets (blog posts, landing pages, calls to action, links, and social media followings) and then use tools (social media, search engine, pay-per-click, etc.) to help promote and leverage the content, you will drive online traffic, capture leads and convert leads into sales. We also discuss measuring/monitoring results to provide ongoing proof that your marketing programs are working.

Transcript of 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

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A Proud Sponsor of NonprofitWebinars.com

Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.

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Today’s Speaker

Hosting:

Sam Frank, Synthesis Partnership

Katharine ColesCEO/Founder,

Mad Marketeer

Assisting with chat questions: April Hunt, Nonprofit Webinars

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Hot Strategies to Get Measurable Results:

Traffic, Leads, Donations

presented by

MAD MARKETEER

Corporate Quality at Nonprofit Prices

Katharine Coles

[email protected]

310-947-8511

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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?

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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.

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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

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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

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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

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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

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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

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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?

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Foundational: Branding and Messaging

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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

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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

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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

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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.)

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Methodology

But what results can you expect?

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TRAFFIC

Search

Social Media

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Compelling reasons, but still….

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Indexed pages help traffic & branding

when you keep showing up in results

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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

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Making Sure You Rank High

So Users Can Find You

Natural

Search

Results

Paid Search

Results

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The importance of search is growing …

It’s today’s “yellow pages”

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How many of you know what your

Google Page Rank is?

POLL Question

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Rank highly correlates to search

returns; Varies by industry

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Page #1 search for “zoos” (7/10)

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Page #9 search for “zoos” (4/10)

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-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

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Facebook conversations to engage

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Specialized Social Media

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Are you already a Jumo member?

POLL Question

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Social Media Marketing:

The Most Effective Tactics

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Nonprofit Reviews

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Has anyone written a review of

your nonprofit?

POLL Question

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LEADS

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Offers

When do YOU take action on a website?

Information you want or need

Discount

Giveaway

Ebooks, white pages

Webinars

Use your imagination!

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Offer of Information

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Offer engages & leads to an exchange

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The offer helps motivate

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Why a Landing Page?

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Call-To-Action Buttons

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DONATE

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Email Proven ROI

Email delivers $42 for every $1 spent.

(Source: The DMA, 2010)

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How to Nurture

Capture their contact information

Learn what they are looking for

Communicate those things to them

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IMPROVEMENT OVER TIME

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Barriers to Social Media Adoption

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Two Ways to Measure and Monitor

•Do-It-Yourself

•Integrated Software

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Do-It-Yourself: Hundreds of Tools

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BackLinkWatch.com

Goal: 100-300 links (prefer one way)

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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

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The Challenge with Do-It-Yourself

-Time!

- Information is not integrated

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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.

-

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Thank You!Get Started Today.

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•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

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Interested in software or other marketing services that drive traffic, leads and revenue, contact us today!

[email protected]

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Would you like to be contacted for

a complementary assessment?

POLL Question

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Find the listings for our current season of webinarsand register at

NonprofitWebinars.com

Chris [email protected]

707-812-1234

Special Thanks To Our Sponsors