Small Business & Nonprofit Online Marketing Tips
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This document outlines online marketing strategies for nonprofits and small businesses. It discusses using search engines like Google for organic listings and paid search (PPC) ads. Social networks like Facebook are covered for communicating with supporters and viral marketing. Web analytics can provide free research on what content and messages are most effective. Email is still the top online activity so lists tips for effective nonprofit email marketing. Mobile strategies are also important as more people use smartphones. The presentation concludes by highlighting free online services for nonprofits and emphasizes testing different tactics.
Small Business & Nonprofit Online Marketing Tips
- 1. NONPROFIT & SMALL BUSINESS ONLINE MARKETING STRATEGIES Presented: October 11, 2011 1
- 2. ONLINE MARKETING I? WHO AM STRATEGIES What we’ll cover: Search Engines Facebook & Other Social Networks Web Analytics Email Mobile/Smartphones Nonprofit Freebies 2
- 3. WHO AM I? Online Marketing Director Web Content Veteran SEO, PPC, Social Networking AdWords Certified with Web Analytics Focus Journalism Background 3
- 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 4
- 5. ONLINE TACTICS FOR YOUR ORGANIZATION Search engines Social networks Facebook (yes, it gets its own bullet!) Mobile/Smartphones Email 5
- 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 6
- 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 7
- 8. Search Engines Show up higher on Google for strategic keywords 8
- 9. SEARCH ENGINES: “ORGANIC” LISTINGS 9
- 10. SEO: HOW DOES GOOGLE DECIDE? Rankings earned— NOT bought! Long-term branding endeavors Secret formula (like Coke!) 10
- 11. PPC: PAY PER CLICK (PPC) OVERVIEW 11
- 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 12
- 13. Web Analytics: Free research on what works and what’s a waste 13
- 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 14
- 15. ANALYTICS: WHERE ARE YOUR BEST VISITORS? View by: State City/Town 15
- 16. WEB ANALYTICS: WHERE LEADS DROP OUT Spot weaknesses in message, presentation 16
- 17. WHAT IS SUCCESS? And how do we measure it? 17
- 18. Success = Conversions 18
- 19. CONVERSIONS Completion of actions showing deeper interest/engagement in your organization 19
- 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 20
- 21. ENGAGEMENT FUNNEL Goal: Move people down the funnel (i.e., get people more engaged) 21
- 22. ENGAGEMENT FUNNEL Measure how many people progress how far down engagement funnel 22
- 23. Social Networks Get your fans to do your marketing for you 23
- 24. SOCIAL NETWORKNG OVERVIEW Communicate directly with peers, prospects, donors Viral marketing: friends tell friends Low barrier to entry 24
- 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 25
- 26. WHAT TO DO WITH FACEBOOK Educate Excite Enlist 26
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- 28. Email marketing Not sexy, but it works 28
- 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 29
- 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 30
- 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? 31
- 32. Mobile Marketing Smartphones change how people get info 32
- 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 33
- 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 34
- 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) 35
- 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 36
- 37. THANK YOU! Josh Fialkoff 617-500-3450 @joshfialkoff Fialkoffconsulting.com/Profit Fialkoffconsulting.com/Profit Fialkoffconsulting.com/NonProfit 37