1. NONPROFIT & SMALL BUSINESS
ONLINE MARKETING STRATEGIES
Presented:
October 11, 2011
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2. ONLINE MARKETING I?
WHO AM STRATEGIES
What we’ll cover:
Search Engines
Facebook & Other Social Networks
Web Analytics
Email
Mobile/Smartphones
Nonprofit Freebies
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3. 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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4. 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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5. ONLINE TACTICS FOR YOUR ORGANIZATION
Search engines
Social networks
Facebook (yes, it gets its own bullet!)
Mobile/Smartphones
Email
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6. 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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7. 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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12. PPC: PAY PER CLICK (PPC) OVERVIEW
Charged ONLY when people click on
ads
Quick fix to increase online presence
“Quality Score” determines price,
position
Measurable, accountable
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14. 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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20. ENGAGEMENT FUNNEL
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
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21. ENGAGEMENT FUNNEL
Goal:
Move people
down the funnel
(i.e., get people more
engaged)
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24. SOCIAL NETWORKNG OVERVIEW
Communicate directly with peers, prospects, donors
Viral marketing: friends tell friends
Low barrier to entry
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25. WHY FACEBOOK MATTERS
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
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26. WHAT TO DO WITH FACEBOOK
Educate
Excite
Enlist
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29. 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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30. WHAT YOU NEED TO KNOW ABOUT EMAIL
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
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31. USE EMAIL EFFECTIVELY
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?
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33. SMARTPHONES
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
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34. LEVERAGE MOBILE
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
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35. NONPROFIT SERVICES
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)
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36. WRAPPING UP
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
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