Building a Marketing Plan(tied to revenue & measurable objectives)
Did You Know?• 65% of adults sleep with a phone next to them; 88% have a phone;only 16% of nonprofits plan to make their site mobile• 46% of nonprofits use Facebook to fundraise• 73% of nonprofits allocate 80+ hours/month to social management• Nonprofits spend an average of $3.50 to acquire a Facebook fan, &$2.05 per new Twitter follower – can you measure your return?• 91% of nonprofits have goals in place• The top 3 factors for nonprofit success are:1. Strategy2. Prioritization3. Dedicated staff
The Key?• Strategy.• Prioritization.• Dedicated Staff.
Dissecting a Marketing PlanPrioritizationStrategyDedicated Staff
Goals & Objectives• What’s the difference?– Goals are broader outcomes you want to achieve• “What does your organization hope to accomplish?”– Objectives are more specific, measurable outcomes• “How will your organization accomplish your goals?”• Example:– Goal: Provide food for hungry children.– Objective: Increase food donations by 10% in 2013.
Goals• Examples:– Educate the public about a cause– Increase volunteer participation– Increase Online Donations– Establish relationships with new potential sponsors– Expand from local to national reach– Increase online visibility
Objectives• Examples:– Increase registrations from Facebook fans by 30%– Increase event form completions by 40%– Increase referral traffic from social media sites by 50%– Increase PPC clicks from local campaigns by 60%– Secure $20,000 in Gold-level sponsorships– Secure 5 sponsorships from new partners
KPIs• Examples:– Phone calls– Website Visits (organic, referring, direct, paid)– Conversion rate– Bounce rate– Sales / Transactions– Whitepaper downloads– Form completions– Social media referrals– Social media conversions– Engagements metrics (shares, likes, etc.)– Time on site– Customer Support Requests– Positive Reviews– Shopping cart abandonment– Keyword Rankings
Tactics• Examples:– Host a webinar or a series of informational videos– Design an infographic– Write a white paper– Inspire user-generated content & let others create thecontent for you!– Set up conversion tracking code in Google AdWords– Create & Embed a video on one of your top landing pages– Build Local Pages & Optimize Site for Local terms
Breakout Groups• 5 minutes – Create Your Own Mini-Marketing Plan– 1 goal & 1 objective• Break into teams & brainstorm tactics– 5 tactics / objective• Discuss Mini-Marketing Plans
KPI Measurement• Keyword Tracking (rankings, visits, conversions)• Google Analytics– Social Media Conversions• Tracks how many forms came from people who visited asocial site first – Last Interaction vs. Assisted– Event tracking• Tracks how many people clicked on links (video links, pagelinks, blog links)– Goal tracking• Tracks how many people filled out a form
KPI Measurement• Call Tracking (changes phone number based on source of visitor)• Google Adwords– Conversion tracking, Click Through Rate, Conversion Rate, Click-to-Calls
Resource / Timeline Tips• Weekly Priority Meeting• Assign most time to tactics that have most impact• Keep Deadlines Realistic• Consider PM tools like Basecamp• Monthly Meeting to Review KPIs• Meet Quarterly to Review Marketing Plan Progress– What worked & what didn’t– What’s driving the best results?
Key Takeaways• Create a tangible marketing plan• Choose measurable objectives• Be SUPER focused• Hold teams accountable• Small changes go a long way