Creating a Practical Marketing Roadmap

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In this workshop, we'll discuss the unique marketing needs faced by nonprofits and small organizations. With the vast “Universe of Marketing Possibilities”, many organizations don’t know where to start, what to implement, and how to prioritize marketing initiatives. We'll discuss how to work within a framework and methodology that is simple, effective, and cumulative.

Large organizations launch integrated campaigns that include social media, online advertising, search engine optimization and much more. Oftentimes small- to mid-sized organizations are unable to mirror this kind of success because they can’t fund hiring a search agency, a PR agency, an ad agency, a social media agency, etc. But, with the marketing roadmap you’ll now be able to create, you too can build an integrated system that works – even without a big budget or staff.

This jam packed session helps you create a plan to address your biggest challenges, including:

• Driving online (and offline) traffic to your website

• Getting more qualified leads

• Increasing donations, volunteers, registrations, etc.

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  • Did you find this presentation helpful and would like to see more of our sessions? Feel free to register for any of our upcoming NonprofitWebinars sessions here: http://nonprofitwebinars.com/webinars/

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    http://www.slideshare.net/NonprofitWebinars/creating-a-practical-marketing-roadmap-video
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Creating a Practical Marketing Roadmap

  1. 1. Creating a Practical Marketing Roadmap Katharine Coles March 7, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Katharine Coles CEO/Founder, Mad MarketeerAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. 6 Keys to Creatinga PRACTICAL Marketing Roadmap presented by MAD MARKETEER Corporate Quality at Nonprofit Prices Katharine Coles Katharine@MadMarketeer.com 310-947-8511
  6. 6. Focusing on the Practical Practical  Not theory, but actionable to do’s  Quick, easy and/or affordable
  7. 7. The ghost of marketing past Past Present Start an organization Start a non-profit Find an office space Build your website Sign on the door (foot Website URL traffic) Pay for yellow pages ad Pay for search engine (still not enough traffic) optimization Promote and Advertise SHIFT: (newspaper, direct mail, 1. People ignore advertising telemarketing) 2. People want to FIND you TODAY’S WORLD 1.The secret to marketing: ―content‖ 2.Bag of marbles
  8. 8. KEY #1: Assess Where You Are Today 6 Keys: • Assess where you are today • Communications and messaging • Content development • Build infrastructure and review strategies • Create budget, methodology and execution plan • Monitor and measure
  9. 9. Your Mini-Marketing Assessment Online measurement: Google page rank Your website stats
  10. 10. What is PageRank and why it is important► Used for approximate placement► The higher your ranking, the more relevant you are► Considers thousands of variables and terms (3 buckets)
  11. 11. Find out your Google page rankWhat does this rank tell me?
  12. 12. What this tells me They don’t have a lot of traffic coming into their website They don’t have a lot of backlinks coming into their website (let’s validate that next!) They haven’t done an effective job of search optimizing this page (let’s check that too!) They are NOT findable!
  13. 13. Backlinks Practical goal: 100 – 300 backlinks
  14. 14. Search Optimization Coding► Good news: don’t see ―autism‖ (77M results)► Bad news: google doesn’t use these terms
  15. 15. Search Optimization Conclusion: • Research and build a list of approximately 20 key terms • Start with optimizing 5 pages; one key term per page • Embed on average page 10-20x
  16. 16. Your Mini-Marketing Assessment Online measurement: Google page rank Your website stats
  17. 17. Website Stats Unique visitors: are you driving more traffic? Page duration how long are people staying?This concludes your mini-marketing assessment!
  18. 18. KEY #2: Communications and Messaging 6 steps:  Assess where you are today • Communications and messaging • Content development • Build infrastructure and review strategies • Create budget, methodology and execution plan • Monitor and measure
  19. 19. Clarify Your Story What do you do? Who are you targeting? How are you positioned? How are you different? How do you compare to like organizations?
  20. 20. Unique Selling Proposition Develop a Unique Selling Proposition (yes!) • How do you differentiate yourself?
  21. 21. Taglines: Are YOU the Salvation Army?
  22. 22. Create a tagline that tells a completestory - BEFOREOrganization Tagline BEFORESenior Adult Services Seniors rely on us. We rely on you.
  23. 23. AFTEROrganization Tagline AFTERSenior Adult Services Practical solutions for independent living
  24. 24. Hook Statement Impact: This?
  25. 25. Or this?
  26. 26. What does this organization do?
  27. 27. KEY #3: Content Development 6 steps:  Assess where you are today  Communications and messaging • Content development • Build infrastructure and review strategies • Create budget, methodology and execution plan • Monitor and measure
  28. 28. Optmize Web Content
  29. 29. Content is the MISSING Key! Blog How-to guide Articles Optimized website content White papers Tweets and Facebook updates Calls-to-Action
  30. 30. 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) http://blog.hubspot.com/blog/tabid/6307/bid/6023/10-Simple-Strategies-for-Business-Blog- Content.aspx#ixzz1ElRzEq6m
  31. 31. KEY #4: Build Infrastructure and Review Strategies 6 steps:  Assess where you are today  Communications and messaging  Content development • Build infrastructure and review strategies • Create budget, methodology and execution plan • Monitor and measure
  32. 32. Build Infrastructure & Review Strategies Build operational infrastructure Build marketing foundation Select promotional/marketing vehicles
  33. 33. Build Operational Infrastructure(many free or low cost) CRM Online donations Event registration Automated tracking platform Functionality Management System (FMS) Project management Scheduling meetings Sell tickets eCommerce
  34. 34. Op Infrastructure: FMS(Functionality Management System) More than a Content Management System (CMS) FMS enables custom design, not template Manage and edit ALL functionality:  eCommerce  Event registration  Online donations  Action alerts  Search engine optimization  Volunteer applications  Content Management Systems (CMS)
  35. 35. Plan Development and Execution Build operational infrastructure Build marketing foundation Select promotional/marketing vehicles
  36. 36. Build Marketing Foundation Name and logo Website Marketing collateral Create landing pages Optimize website content Get added to directories and reviews Get added to specialized search engines (video, photos, etc.) Build links
  37. 37. Look Professional. Be Memorable.
  38. 38. “I—SIMPLY—BELIEVE THAT DESIGN PERSE IS THE PRINCIPAL REASON FOREMOTIONAL ATTACHMENT [or detachment]RELATIVE TO A PRODUCT OR SERVICE OREXPERIENCE. Design, as I see it, isarguably the #1 determinant of whether aproduct-service-experience stands out … ordoesn’t. Furthermore, it’s “one of those things”… that damn few companies (or nonprofits!!)put—consistently—on the front burner.”
  39. 39. Look and Feel: Create a Personality! About Hope
  40. 40. About Nature
  41. 41. Why a Landing Page?
  42. 42. Call-To-Action Buttons
  43. 43. Plan Development and Execution Build operational infrastructure Build marketing foundation Select promotional/marketing vehicles
  44. 44. Select Promotional/Marketing Vehicles Blog Pay-Per-Click (PPC) Email Marketing Partner programs Advertising Search engine optimization/marketing Social media Events Direct mail & postcard campaigns Public relations Video eStore Mobile QR Code
  45. 45. Blog
  46. 46. Blogging More Often Drives Results Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  47. 47. Use Pay-Per-Click to achieve top pagerank while optimizing SEO
  48. 48. Google Grant Google Grant provides nonprofits with $10,000 or more of free clicks in the Google AdWords advertising platform. That equates to $120,000 or more of free advertising for each nonprofit organization each year! And for current Google Grant participants, there is another grant level, Grantspro, which awards even more grant money for advertising each month -- up to $480,000 per year!
  49. 49. Sponsored Link: Drive fundraising
  50. 50. Fundraising
  51. 51. BrandedEmailCampaignwithBrandedProduct
  52. 52. Create Findability:Search Engine Marketing (SEM)Ways to create online links and creating optimizedpages: •Articles/Content Marketing •Issue press release •Reviews (Yelp, Great Nonprofits) •Partner links •Directory submissions •Google map/ Google Places (free local platform) •PPC, Facebook, LinkedIn ad campaign •Embed/tag videos •Social media (pages; Google indexes company pages) •Yahoo answers
  53. 53. How To Use Social Media Advertise Create sponsorships (talk, review, promote) Distribute content (messaging distribution vehicle through owned assets)
  54. 54. Build relationships: humanize
  55. 55. Direct Mail and Postcard Campaigns http://www.uspseverydoor.com/ Postal dept online tool to target areas you want to saturate with your mailing — choose routes by neighborhood, ZIP Code™, or city. Get your mailing to every mailbox along the chosen routes. Spend as little as 14.2 cents per piece on postage. Start-to-delivery Direct Mail strategies — create the piece, print it, and mail it.
  56. 56. KEY #5: Create Budget, Methodology and Execution Plan 6 steps:  Assess where you are today  Communications and messaging  Content development  Build infrastructure and review strategies • Methodology and budget/execution plan • Monitor and measure
  57. 57. Marketing is fractured; Integrate Methodology Marketing silos:  Website design  PR  SEO  Social Media  Branding  Etc.There is no silver bullet from any one discipline.An integrated solution gets the best results!
  58. 58. Online Mktg Source Important Leads Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  59. 59. Online Marketing is Cost Effective Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  60. 60. Advise from Guy Kawasaki"If you have more money than brains, youshould focus on outbound marketing. If youhave more brains than money, you shouldfocus on inbound marketing …“—Guy Kawasaki, cofounder of Alltop, and author ofReality Check
  61. 61. Build Your Plan: Determine Objectives
  62. 62. Budget and Proposed Action Plans
  63. 63. KEY #6: Monitor and Measure 6 steps:  Assess where you are today  Communications and messaging  Content development  Build infrastructure and review strategies  Create budget, methodology and execution plan • Monitor and Measure
  64. 64. Manual Monitor and Measure;Patch together tools
  65. 65. Automated Tracking Platform-recommended alternatives
  66. 66. Automated Tracking: Build
  67. 67. Manage
  68. 68. Monitor
  69. 69. Exercise: Marketing Roadmap Builder Your Google Page Rank should be _____ Your backlinks should be 100-300 minimum Create a search engine optimization strategy! Create strategies to drive more traffic Create strategies to keep people onsite Create tagline, mission statement, hook statement using your messaging Create content Create operational infrastructure Create marketing foundation Select promotional vehicles Create an integrate plan Identify strategies and Step-To-Results Build budget, action plans and measurements
  70. 70. It’s Cumulative. Be Bold. Be Creative.Get Started Today. Thank You. Contact: Mad Marketeer, Katharine Coles310-947-8511, katharine@MadMarketeer.com
  71. 71. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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