Many nonprofits are too understaffed and under-resourced to dedicate the necessary time to create a high-quality digital marketing campaign. But neglecting this mostly free opportunity to reach your audience is a crucial mistake! Alyson Weiss, Young Professional Outreach Coordinator & Social Media Specialist at Career Moves - a division of JVS takes you step-by-step through the process they used to create an inbound marketing strategy so that you can too!

1. INBOUND MARKETING
What Is It & How Can We Implement It?

2. What is inbound marketing?
 Marketing method to attract new audiences,
generate leads, & turn them into clients.
 Short & long-term “asks”
 Short: become a client now. Come to this event.
 Long: Sign up for our elist. Subscribe to out blog.
 A funnel. Once someone comes to an
event/signs up for our elist, now what?
 Every point of contact should lead to another.

3. What is Inbound Marketing?
HubSpot.com

4. How have we started using it?
Blog Post
Free Download
Social Media
Landing Page with asks
Google Ad

5. STEP-BY-STEP
EXAMPLE
Career Counseling

6. 1. Write Informational Blog Post

7. Bottom of Blog Post Has Funnel of
Asks
<- Free download – see more on next slide

8. 2. Create Free download – for the
Cost of Your Contact Information!

9. Example Follow-Up Email to
Download
 Networking: We’ll help you identify networking
best practices, including crafting an elevator pitch,
and put you in touch with one of the professionals
in our Career Advisory Network. We’ll also teach
you how to use LinkedIn for digital networking.
 Meet our job search coach, George, by making an
appointment: 617-399-3299. Ask about our FREE 30-
minute orientations!
 Meet Alyson (me), the social media specialist, by
making an appointment: 617-399-3186.
 Read one of my blog posts about digital networking:
http://careermovesjvs.blogspot.com/2013/05/linkedin-connection-
requests-that-work.html

10. 3. Advertise Blog Post on Social
Media Channels

11. Create Landing Page on Website with
Tiered Asks

12. Advertise Landing Page on Google
AdWords
Created an ad using a free Google
AdWord for Nonprofits account I
successfully applied to that linked to the
landing page.

13. WHAT ELSE ARE WE
DOING?

14. Distribute Half-Sheets at
Workshops

15. Created General Inquiry Email
(Excerpt Below)
Hi Tara,
It was great to meet you at Lunch & Learn last week! Here is your requested Career
Moves – a division of JVS information because you filled out a half sheet:
Although the economy is slowly recovering, it can be difficult to find the type of
employment you deserve, want, and find fulfillment & growth opportunities in. But Career
Moves can help! Here is how we get your career moving:
Career Counseling
Career counseling helps you figure out what it is that you actually want to do. Every
career counseling appointment is unique, but some of the things you may do in a typical
career counseling appointment include:
· Guided self-assessments to identify the skills you have and enjoy using
· Help you identify your interests and passions
· Exploring career options based on your identified skills
· Creating a step-by-step plan for making a career change
· Getting referrals for informational interviews with our Career Advisory Network
Ø Meet our career counselors, Martha (downtown Boston) & Amy (Newton).
Ø Read more about career counseling.

16. YEAH, BUT DOES IT
WORK?

17. Downloads 1 Year Report Says
Yes!
 450 Downloads
 193 New Elist Subscribers
 120 Passive Leads

18. WHAT DOES THIS
MEAN GOING
FORWARD?

19.  Every point of contact should create more
opportunities for contact
 Soft & hard asks
 More passive opportunities for them & more
active for us (inquiry form)
 Strategic planning of complementary events
 Possible “next steps”
 Ebooks—free or paid
 Social recruiting (like LivingSocial)

20. THANKS FOR TUNING
IN!
Alyson Weiss
Young Adult Outreach Coordinator & Social Media Specialist
Career Moves – a division of JVS
617-399-3186
aweiss@jvs-boston.org
Linkedin.com/in/alysonweiss