Internet Marketing for Nonprofits
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Internet Marketing for Nonprofits

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In this introductory presentation, we examine and discuss how SEO, PPC, and Social Media interrelate as more and more brands try to compete for attention online.

In this introductory presentation, we examine and discuss how SEO, PPC, and Social Media interrelate as more and more brands try to compete for attention online.

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  • 1. Internet Marketing for Nonprofits
    A look at the relationships between SEO, PPC, and Social Media.
  • 2. In this introductory presentation, we will examine and discuss how SEO, PPC, and Social Media interrelate as more and more brands try to compete for attention online.
  • 3. Goal for Today
    Provide an introduction toInternet marketing as a way to connect your mission with an increasingly receptive audience.
  • 4. The Methods to Success:
    Establish credibility, which leads to …
    Increased search engine authority, which leads to …
    Improved search engine placement!
  • 5. The Tools to Success:
    Search Engine Optimization (SEO)
    Paid Placement / PPC (Pay-Per-Click)
    Social Media
  • 6. Search Engine Optimization
    Like brand building, SEO is a long-term strategic process that requires persistence and dedication.
  • 7. Two Components of SEO
    On-page
    Off-page
  • 8. On-Page SEO
    (1) Meta Tags:
    Page Title
    Page Description
    Page Keywords
    Image ALT Tags
  • 9. On-Page SEO
    (2) Page Contents 
    Copy
    Headings
    Friendly URLs
  • 10. On-Page SEO
    On-page SEO sets the stage for (and reinforces) your off-page SEO!
  • 11. Off-page SEO
    Off-page SEO has more influence on Google SERPs than anything else.
  • 12. Off-page SEO
    Search engines rely on the quality AND quantity of links to your website pages as ‘votes’ of authority.
  • 13. Off-page SEO
    Off-page SEO is the process of creating, publishing, and promoting relevant and valuable content (on a regular and ongoing basis) that other credible ‘authorities’ will link to.
  • 14. Paid Placement / PPC
    PPC (Pay-Per-Click) is the process of buying ad space on search engines.
    PPC Yields ‘instant’ results, but can be costly.
  • 15. PPC Benefits
    Keyword research
    Immediate / short term results
    SEO support *
    Short-term / time sensitive promotions
    *There is often a cost for this feature.
  • 16. Social Media
    Social media can not only increase traffic to your website, but also potential client contacts.
  • 17. Social Media
    Social media is an excellent (and inexpensive way) to promote content and establish authority with other industry experts – which can result in more inbound links.
  • 18. Common Tools
    Blogs
    Facebook
    Twitter
    LinkedIn
    YouTube
  • 19. Blogs – 126 million
    The number of blogs on the Internet (as tracked by BlogPulse in 2009).
    Facebook – 500 million+
    The number of active Facebook users as of July 2010.
     
    Twitter – 175 million+
    Current number of Twitter users.
      
    LinkedIn – 21.4 million +
    Number of unique monthly visitors from the US (47.6 million globally).
     
    YouTube – 3rd
    Alexa ranks YouTube as the third most visited
    Website on the Internet, behind Google and
    Facebook. 
  • 20. Nonprofit Specifics
    Jumo
    Google Grants
    Causes
    Razoo
  • 21. Jumo
    Created by the founders of Facebook
    Aggregates news from your blog, website, and Facebook statuses to create a feed for your website. This data is mixed with the data of other like organizations.
    New to the scene!
  • 22. Google Grants!
    AdWords is a popular and powerful web placement program that when finely tuned, can drive direct and relevant traffic to your site.
    Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations.
     
    Google Grants recipients receive upto $10,000 per month in free advertising, without having to pay any amount to Google.
  • 23. Causes
    Causes provides the tools so that any Facebook user can leverage their network of real friends to effect positive change.
    Users can recruit members
    as well as fundraise.
  • 24. Razoo
    Razoois an innovative way to give and raise money online.
    Online fundraising tool providing, winner of MN Council of Nonprofits “innovation” award in 2009.
  • 25. Content Strategy
    Tying it All Together!
  • 26. Steps to Successful Strategy
    Aggregation
    Creation
    Publication
    Promotion
    Sharing!
  • 27. Keys to Successful Strategy
    Dedication, persistence, and consistency
    Regularly updated, relevant content
    Strategic execution across platforms
    User engagement and interactivity
  • 28. Fears
    Time and resource consuming
    Complicated
  • 29. Benefits
    More effective fulfillment of a mission
    Reduced costs for nonprofits
    Transparency!
    Engage with yourconstituency
    Real-time feedback
  • 30. Summary
    A successful content strategy aligns all channels (SEO + PPC + Social Media) to keep consistency in content and targeted keywords.
     
    This will help you establish authority, which will connect more of the right people to your mission!
  • 31. Thank You!
    Thoughts? Questions?