Hot Strategies to Get Measurable Results


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We will discuss low-cost ways that will produce compounding results over time. As you create marketing assets (blog posts, landing pages, calls to action, links, and social media followings) and then use tools (social media, search engine, pay-per-click, etc.) to help promote and leverage the content, you will drive online traffic, capture leads and convert leads into sales. We also discuss measuring/monitoring results to provide ongoing proof that your marketing programs are working.

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Hot Strategies to Get Measurable Results

  1. 1. Hot Strategies to Get Measurable Results: Traffic, Leads, Donations Katharine Coles Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of
  3. 3. Today’s Speaker Katharine Coles CEO/Founder, Mad Marketeer Hosting: Assisting with chat questions:Sam Frank, Synthesis Partnership April Hunt, Nonprofit Webinars
  4. 4. Hot Strategies to Get Measurable Results:Traffic, Leads, Donations presented by MAD MARKETEER Corporate Quality at Nonprofit Prices Katharine Coles 310-947-8511
  5. 5. Where are you today?• What are you doing to get new traffic?• How are you tracking your leads?• How do you determine which of your marketing tactics are working?• Is your website search optimized?• What ROI do you get on your social media?
  6. 6. The “Typical” Nonprofit Picture:Challenge 1 of 4GENERATING TRAFFIC Not search optimized and, thus, not “findable”. Not utilizing social media and other traffic generating tools. Has a very small number of backlinks (external links from other sources linking to your website; average needed is 100-300). Do not have a Content Strategy and not utilizing blogs, PPC, webinars, eBooks, or other types of content that can attract new traffic.
  7. 7. The “Typical” Nonprofit Picture:Challenge 2 of 4GETTING LEADS Not capturing online leads & doesn’t have a way of tracking when/ if they get leads online. Not converting an adequate percentage of traffic into leads from their website. Don’t even know how many leads come to their website.
  8. 8. The “Typical” Nonprofit Picture:Challenge 3 of 4INCREASING DONATIONS No automatic mechanisms in place to help nurture leads. Not doing anything to nurture online leads into donations.
  9. 9. The “Typical” Nonprofit Picture: Challenge 4 of 4IMPROVING MARKETING TACTICS OVER TIME Have low Google Page Rank (4/10 or less). Not tracking leads from source through outcome. Does not measure what marketing tactics are working (or not).
  10. 10. Most understand they have thesechallenges … but don’t know whatto do ….  Website agencies?  PR?  SEO?  Social Media?  Branding?There is no silver bullet from any one discipline.An integrated solution gets the best results! We’re providing a methodology ….Inbound Marketing
  11. 11. History of Marketing • 50 years ago: Mass Marketing revolution made possible by TV •Clicker •Cable TV •TiVo •Internet better content than TV (mass marketing is OVER) •New revolution and transformation from mass marketing to inbound marketing
  12. 12. How to Get Results in Today’sMarketing Environment What is Inbound Marketing? It is a methodology that makes you findable by leveraging your website, social media, blogging, search engine optimization, search engine marketing and email marketing. So, how do YOU create an inbound marketing program?
  13. 13. Foundational: Branding and Messaging
  14. 14. Foundational: Website Functionality -Includes a Content Management System to manage content -Includes a content management system for SEO -Collect money online securely -eCommerce -Build your database of constituents -Add forms/call to action/landing pages -Blog -Event registration/sell tickets
  15. 15. Foundational:Why Content Strategy Matters…marketing/development departments have got to start acting like media empires… Because audiences turn to what they view as "authorities" all over the Web to guide their own behaviors and decisions.
  16. 16. 6 Tips for Creating ValuableBranded Content content/1. Be on the Side of the User2. Start Platform-Agnostic3. Make it Portable, Findable & Shareable4. Release Early, Release Often5. Stay Close to the Data6. Be Prepared to Be Surprised
  17. 17. Understanding content:different types of content• Proprietary Content: You create and it forms basis of SEO, social sharing, offers, blog posts, press releases, eBooks, presentations, website copy, video, webinars.• Syndicated and 3rd Party Content: News feeds (Reuters) or research (Altimeter, Forrester, IDC). (Usually requires paid subscription)• Fair Use Content: Free content from sources all over the web (headlines, thumbnail photos, galleries, quotes, social media feeds) Daylife, Moveover & OneSpot• Movement Marketing: Engage audiences around issues. (environmental, green, breast cancer, etc.)
  18. 18. Methodology But what results can you expect?
  19. 19. Inbound Mktg Source Important LeadsData based on organizations using this methodology: Source: State of Inbound Marketing Report -
  20. 20. Success Drives Investment in Inbound Source: State of Inbound Marketing Report -
  21. 21. Inbound Marketing is Cost Effective Source: State of Inbound Marketing Report -
  22. 22. TRAFFIC Search Social Media
  23. 23. Blogging More Often Drives Results Source: State of Inbound Marketing Report -
  24. 24. Blogging & Social Media Influence SEO Source: Data from over 1,500 small businesses -
  25. 25. Blogging Attracts More Links Source: Data from over 1,500 small businesses -
  26. 26. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses -
  27. 27. Blogging Brings Social Media Success Source: Data from over 2,000 businesses -
  28. 28. Compelling reasons, but still….
  29. 29. Leads by Indexed Web Pages Source: State of Inbound Marketing Lead Generation Report -
  30. 30. Indexed pages help traffic & brandingwhen you keep showing up in results
  31. 31. 10 Content Ideas for Blogs, Email and Social Media Answer Customer Questions (Generate a list of questions) Aggregate Industry Information (Compile popular industry statistics, images, videos, etc. into one article … save them time!) Think Beyond Text (Publish video, audio interviews of industry experts, event photos, etc.) Seek Out Guest Authors (They get exposures and a link to their own website or blog!) Make Lists (how-to, best-of, etc.) Make Charts Think Like an OpEd Writer (Take a stance… get controversial Look at Your Analytics (Write a post relevant to who is following you) Review Industry Books (Write or produce video reviews; identify segments) Break News (Summarize news announcements and relate to your industry) Content.aspx#ixzz1ElRzEq6m
  32. 32. Making Sure You Rank High So Users Can Find You Paid Search Results Natural Search Results
  33. 33. The importance of search is growing …It’s today’s “yellow pages”
  34. 34. POLL QuestionHow many of you know what yourGoogle Page Rank is?
  35. 35. Rank highly correlates to searchreturns; Varies by industry
  36. 36. Page #1 search for “zoos” (7/10)
  37. 37. Page #9 search for “zoos” (4/10)
  38. 38. Factors Affecting Google Rank -Amount of traffic that comes to your site - How many back links come into your site -How well your site is search optimized
  39. 39. Facebook conversations to engage
  40. 40. Specialized Social Media
  41. 41. POLL QuestionAre you already a Jumo member?
  42. 42. Social Media Marketing:The Most Effective Tactics
  43. 43. Nonprofit Reviews
  44. 44. POLL QuestionHas anyone written a review ofyour nonprofit?
  45. 45. Twitter: More followers = More leads Source: State of Inbound Marketing Lead Generation Report -
  46. 46. Twitter Drives More for Any Size Source: State of Inbound Marketing Lead Generation Report -
  47. 47. LEADS
  48. 48. Offers When do YOU take action on a website?  Information you want or need  Discount  Giveaway  Ebooks, white pages  Webinars  Use your imagination!
  49. 49. Offer of Information
  50. 50. Offer engages & leads to an exchange
  51. 51. The offer helps motivate
  52. 52. Why a Landing Page?
  53. 53. Call-To-Action Buttons
  54. 54. DONATE
  55. 55. Email Proven ROI Email delivers $42 for every $1 spent. (Source: The DMA, 2010)
  56. 56. How to Nurture Capture their contact information Learn what they are looking for Communicate those things to them
  58. 58. Barriers to Social Media Adoption
  59. 59. Two Ways to Measure and Monitor•Do-It-Yourself•Integrated Software
  60. 60. Do-It-Yourself: Hundreds of Tools
  61. 61. BackLinkWatch.comGoal: 100-300 links (prefer one way)
  62. 62. How to Find Your Google Page Rank(highly correlated with search results) Download Google Toolbar OR go to:
  63. 63. The Challenge with Do-It-Yourself -Time! - Information is not integrated
  64. 64. Automated software does all of this and more! - Check each page for SEO improvements. - Review inbound links. - Maintain an integrated marketing funnel (track leads from blogs, social media, email etc and track ROI). - Send automated emails to help nurture conversions. - Create lists of leads and send targeted communications. - Blog analytics: uncover best articles. - Like Organizations: compare your marketing metrics. - Analyze visits by page. - Monitor social media conversations. -
  65. 65. Thank You! Get Started Today. Sign up TODAY to receive a free 30 minute Marketing Assessment. •Measure & Monitor Worksheet •Your Basic Analytics (Page rank, SEO) •Marketing Grader: where do you need the most improvement •Automated Software Options (free to $250/month) To also get free advice, receive marketing tips and ask your questions: List Interested in software or other marketing services that drive traffic, leads and revenue, contact us today! 310-947-8511
  66. 66. POLL QuestionWould you like to be contacted fora complementary assessment?
  67. 67. Find the listings for our current season of webinars and register at Chris Dumas 707-812-1234 Special Thanks To Our Sponsors