Internet Marketing for Nonprofits

Internet Marketing for Nonprofits
A look at the relationships between SEO, PPC, and Social Media.

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.

Goal for Today
Provide an introduction toInternet marketing as a way to connect your mission with an increasingly receptive audience.

The Methods to Success:
Establish credibility, which leads to …
Increased search engine authority, which leads to …
Improved search engine placement!

The Tools to Success:
Search Engine Optimization (SEO)
Paid Placement / PPC (Pay-Per-Click)
Social Media

Search Engine Optimization
Like brand building, SEO is a long-term strategic process that requires persistence and dedication.

Two Components of SEO
On-page
Off-page

On-Page SEO
(1) Meta Tags:
Page Title
Page Description
Page Keywords
Image ALT Tags

On-Page SEO
(2) Page Contents
Copy
Headings
Friendly URLs

On-Page SEO
On-page SEO sets the stage for (and reinforces) your off-page SEO!

Off-page SEO
Off-page SEO has more influence on Google SERPs than anything else.

Off-page SEO
Search engines rely on the quality AND quantity of links to your website pages as ‘votes’ of authority.

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.

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.

PPC Benefits
Keyword research
Immediate / short term results
SEO support *
Short-term / time sensitive promotions
*There is often a cost for this feature.

Social Media
Social media can not only increase traffic to your website, but also potential client contacts.

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.

Common Tools
Blogs
Facebook
Twitter
LinkedIn
YouTube

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.

Nonprofit Specifics
Jumo
Google Grants
Causes
Razoo

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!

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.

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.

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.

Content Strategy
Tying it All Together!

Steps to Successful Strategy
Aggregation
Creation
Publication
Promotion
Sharing!

Keys to Successful Strategy
Dedication, persistence, and consistency
Regularly updated, relevant content
Strategic execution across platforms
User engagement and interactivity

Fears
Time and resource consuming
Complicated

Benefits
More effective fulfillment of a mission
Reduced costs for nonprofits
Transparency!
Engage with yourconstituency
Real-time feedback

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!

Thank You!
Thoughts? Questions?

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Internet Marketing for Nonprofits

by Clovis Steer on Jul 20, 2011

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Internet Marketing for Nonprofits — Presentation Transcript