This course was delivered on March 14th in Austin, TX as part of General Assembly's education efforts around SXSW 2015.
Designed uniquely for small businesses and non-profits, this session with help you create an effective digital marketing strategy that gets results. You will learn the key tactics that separate novices from experts who are getting outsized results and will give you tips, tricks, tools and resources you can use immediately.
Whether you are a novice digital marketer or an expert, you will benefit from this session on digital strategy. No programming or coding is needed to do a better job communicating your business or nonprofit online.
5. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
OUR GOAL FOR YOU TODAY IS TO IDENTIFY A KEY REVENUE STRATEGY
AND BUILD A PLAN TO MAKE IT HAPPEN… IN ONE HOUR!
THE SYLLABUS
Chapter 1: Orientation
• Differences & similarities between small
businesses and non-profits
• Defining “digital success”
• Select a revenue strategy
Chapter 2: Build a plan
• Marketing accountability and driving revenue
• Analytics and measurement
• Getting tactical, building your plan for success
• Discussion, questions and answers
• Select a tactic to support your revenue
strategy
• Your assignment
6.
7. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
WHAT ARE THE DIFFERENCES
LET’S COMPARE…NONPROFIT AND SMALL BUSINESS
Differences
• Paying Taxes and Reporting
• Cause vs. Profit
• Attracting talent
• Retaining talent
• Supply chain (retail vs. research)
Similarities
• Often family/small group owned
• Storytelling
• Limited resources
• Small/limited marketing budget
• Lack of advanced digital marketing
capability
• Lack of technology infrastructure and
“know how”
14. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
“BEST PRACTICES”
COMMON ELEMENTS ACROSS ALL SUCCESS STORIES
Focus on the customer
Make it easy (to buy, to interact, etc.)
Get permission!
Tell great stories
Measure it
19. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
AUTISM SPEAKS LIGHT IT UP BLUE
Key Results
• 28,752 Registrants
• 1,500 new donors
• $89,937 Raised
• eCommerce: ~10,000
branded items sold
online. $69k in
additional revenue
This high-powered digital campaign engages constituents across all channels. “LIUB” generated
significant organizational exposure and is a key strategy to connect with donors year-round.
P2P fundraising – top
fundraiser generated
$4,300
Partner promotions –
one FB post from
Converse generated
15k likes and ~700
shares
31. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
THERE ARE NO WRONG ANSWERS.
SELECT A REVENUE FOCUS
URL: http://Kahoot.it/
1. More new customers/donors
2. Keep existing customers/donors
3. Earn back lost customers/donors
4. Other
33. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
LEARN FROM THE MASTERS
FACEBOOK CAMPAIGN
FB campaign - w Measurement – HG
‣ Castle Auto Group uploaded their 14K person Email list to FB,
created a Custom Audience. Matched 57% of the addresses.
‣ Spent $300 in FB offers/ads, Got over $12k in business!
‣ Constantly Offers Good Content, lots of visual content
‣ Started to use “look alike audiences”
‣ Loyalty
‣ Ability to track the conversions with FB Ecommerce Pixel
34. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
USING EMAIL TO DRIVE REVENUE
END OF YEAR DONATION CAMPAIGN
• 80,463 total emails sent
• 3.3% click rate
• 42 donations (49% of all online donations)
• 12.57% conversion to click
• $11,250 in revenue (52% of all online gifts)
36. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
INBOUND VS. OUTBOUND TACTICS
Classwork
• Remind yourself of
your selected
revenue strategy
• Select 1 inbound
and 1 outbound
tactic to focus on
for the rest of today
• There are no wrong
answers, just pick!
Inbound
Social media (Facebook,
Twitter etc.)
SEO/SEM
Website and content
Video
Digital Events
Blogging
Newsletters (e-mail/print)
Outbound
Advertising (paid)
Email blasts
PR (traditional and digital)
Telemarketing
TV/Radio
Direct mail
Tradeshows
Inbound marketing tactics
can be cost effective and
great for customer
acquisition and engaging
your existing customers.
Outbound marketing
tactics can be expensive
but can help accelerate
your efforts quickly.
40. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
FROM GROUPON TO EMAIL AND BEYOND
ORIENTATION & CASE STUDY: EMAIL
Strategy and Tactics
Groupon deal to build awareness
and drive sales
Each Groupon redemption
required an e-mail address
Sent picture-rich emails with
clever “What’s cooking” copy
With their new list and fans,
started to offer their own deals
Asked for FB Signups
Results
Obtained >400 emails
With their list, they increased
Redemption, avoided additional
Groupon fees
Great Pass-along
Great content! Facebook and
Instagram of beautiful baked
goods which were widely shared
46. www.digitalsuccess.social #digitalsuccess @howardGr @msirkin
GO HERE
FREE EBOOK AND CLASS SLIDES
www.digitalsuccess.social to download and get access to these slides and
our free ebook full of more content, resources and tools.
Customer focus is key
Making interaction, buying and paying easy IS focusing on your customer
Use tools and metrics to track what customers think and feel.
Keeping customers is more cost effective than finding new ones.
Hard hit in recession. Started answering all customer questions online – Content marketing
Abundant mindset
Free information about pools
Built the business
Non revenue ROI - PR, brand Community good will/involvement Content, sharing expertise
Have A Clear Message and call to action
The internet is a massive, interconnected direct marketing experiment
Get clear on what problem you are solving for your customers - HG
Show them how you can help them solve their problems
Tell your story – use classic story telling techniques and make sure there is a narrative – and a great ending!
Measure and adjust how it all works
Relationships still are #1
Customer service is critical (do you answer all your emails?)
The sharing economy is very real – share your knowledge with the world
https://www.flickr.com/photos/ybot84/7850997682
WHAT ARE YOU SPENDING AND IS IT WORKING?
WHAT’S YOUR ACQUISTION COST
HOW LONG DO YOU CUSTOMER STAY.. YOUR CUSTOMERS?
SOCIAL… NOT ORGANIC ANYMORE. NO FREE RIDES
ADWORDS. NOT JUST FOR ADVERTISING. IT’S A RESEARCH TOOL!
Main Point – Models evolving- Networks are ad networks – They’re not allowing you to get to the customers without paying (at least occasionally)
If you don’t have a good way for people to buy, interaction, sign up – Then don’t advertise
MATURITY – HOW TO ASSESS YOURSELF.
HOW THINK ABOUT SOCIAL (UNIVERSE/PLANETS FRAMEWORK – ALL THINGS REVOLVED AROUND THE WEBSITE AND EMAIL LIST!)
OUTPOSTS ARE JUST THAT, OUTPOSTS… THE GOAL IS TO GET PEOPLE TO YOUR WEBSITE.
In terms of Revenue – Ability to tie it back to revenue
If you don’t have the content and funnel set up,
http://ionbusinesstoday.com/wp-content/uploads/2013/01/social-media-cloud.jpg
Webinars, Etc?
B2B –
Webinar for Mission
Giving Tuesday, Cyber Monday
Live Interactions with Customer
DATA NEED: IS THERE SMB DATA ON MOBILE – IE % OF USERS VISITING MOBILE SITES
MOBILE COMMERCE
SOME KEY TERMS
RESPONSIVE
APPS VS MOBILE SITES
Don’t neglect your Website
You don’t have to Pay for SEO services
Mobile – is “counted” in Google
TEMPLATES ARE YOUR FRIEND
ONLINE SERVICES HAVE COME A LONG, LONG WAY
WP, SQUARESPACE, WIX
ECOMM: SQUARE, PAYPAL, STRIPE, MAGENTO, AMAZON, EBAY, Shopify