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NONPROFIT & SMALL BUSINESS ONLINE MARKETING STRATEGIES

Presented:

October 11, 2011

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WHO AM I? ONLINE MARKETING STRATEGIES

What we’ll cover:

  Search Engines

  Facebook & Other Social Networks

  Web Analytics

  Email

  Mobile/Smartphones

  Nonprofit Freebies

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WHO AM I?

  Online Marketing Director

  Web Content Veteran

  SEO, PPC, Social Networking

  AdWords Certified with Web Analytics Focus

  Journalism Background

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NOW BACK TO YOU

  Recruit prospective customers and volunteers

  Engage existing customers and members

  Recruit donors

  Build community from your existing network

  Get recognition for your good work

  Forge alliances with people who share some of your goals

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ONLINE TACTICS FOR YOUR ORGANIZATION

  Search engines

  Social networks

  Facebook (yes, it gets its own bullet!)

  Mobile/Smartphones

  Email

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WHAT YOU CAN DO ONLINE

  Illustrate the problem…and your solutions

  Get people talking about your subject matter

  Share successes (brag!)

  Listen better

  Bonus: Free research

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HOW PEOPLE FIND YOU ONLINE

  Search engines �  Half of all Web visits start at a search engine

  Social networks

  10% of all online time spent on Facebook

  Email

  Still the #1 activity people do online

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Search Engines Show up higher on Google for strategic keywords

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SEARCH ENGINES: “ORGANIC” LISTINGS

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SEO: HOW DOES GOOGLE DECIDE?

  Rankings earned— NOT bought!

  Long-term branding endeavors

  Secret formula (like Coke!)

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PPC: PAY PER CLICK (PPC) OVERVIEW

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  Charged ONLY when people click on ads

  Quick fix to increase online presence

  “Quality Score” determines price, position

  Measurable, accountable

PPC: PAY PER CLICK (PPC) OVERVIEW

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Web Analytics: Free research on what works and what’s a waste

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WEB ANALYTICS BENEFITS   How people use your site: What works & doesn’t

  Most popular pages

  See how users find out about site   Search engines   Keywords

  Referring sites

  Find out which organizations users are from

  Intelligence about how prospects view your org

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View by:   State   City/Town

ANALYTICS: WHERE ARE YOUR BEST VISITORS?

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Spot weaknesses in

message, presentation

WEB ANALYTICS: WHERE LEADS DROP OUT

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WHAT IS SUCCESS?

And how do we measure it?

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Success =

Conversions

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Completion of actions showing deeper interest/engagement in

your organization

CONVERSIONS

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Not leaving Viewing more pages, longer Registering Returning a lot Following/friending Commenting on content Sharing on social networks Subscribing to a feed Posting content Joining/Buying

ENGAGEMENT FUNNEL

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Goal: Move people

down the funnel (i.e., get people more

engaged)

ENGAGEMENT FUNNEL

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Measure how many people progress

how far down engagement funnel

ENGAGEMENT FUNNEL

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Social Networks Get your fans to do your marketing for you

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  Communicate directly with peers, prospects, donors

  Viral marketing: friends tell friends

  Low barrier to entry

SOCIAL NETWORKNG OVERVIEW

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  10% of all online time spent on Facebook

  2% of all online time spent on News Feed

  Prime way to talk to your ardent fans

WHY FACEBOOK MATTERS

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  Educate   Excite   Enlist

WHAT TO DO WITH FACEBOOK

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Email marketing Not sexy, but it works

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EMAIL IS STILL #1 ONLINE ACTIVTY

  Despite new trends, email & search consistently most-used channels

  92% of online Americans use email

  61% use it on an average day

  Youngest, college educated & wealthiest use email most

Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11

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  The biggest threat to your message: Spam!

  97% of ALL email is spam

  Don’t get sent to the Spam Folder

  Know, follow CAN-SPAM Act

  Other threat: Email OVERLOAD

WHAT YOU NEED TO KNOW ABOUT EMAIL

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  Subject lines: Beware default character limits for GMail, Outlook

  Images: Most programs filter them out; Don’t put important messages solely in graphics

  Include good calls to action: Get folks to DO something

  Measure: Not just open rates. What do people do after they click?

USE EMAIL EFFECTIVELY

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Mobile Marketing Smartphones change how people get info

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  One-third of all American adults (35%) own smartphones

  58% of 25-34 year olds own a smartphone

  25% of all smartphone owners do most of their online browsing on their mobile phones

Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11

SMARTPHONES

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  Make sure your site looks good on various phones

  Engage fans on phones through Foursquare, SMS, Maps

  Let people take an action through texting

  Consider games, contests to get people to respond using their phones

LEVERAGE MOBILE

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  Google, many others offer discounts, credits for 501c3s   Google Grants: AdWords credits   Network For Good: Online fundraising service   Firstgiving.com: Make it easier for people to donate to

you   Good2Gether: Service to promote nonprofits contextually

on media Websites   Constant Contact: 20% discount on email marketing   Look to Twitter for expert advice (@kantor)

NONPROFIT SERVICES

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  Use online tools for recruitment and promotion   Sales and donations are the last step, not the first

  Enlist and engage your most-ardent supporters

  Test, test, test

  Dizzying number of options: Focus on what works best

WRAPPING UP

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Josh Fialkoff

617-500-3450

@joshfialkoff

Fialkoffconsulting.com/Profit

THANK YOU!

Fialkoffconsulting.com/Profit

Fialkoffconsulting.com/NonProfit