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introducing
Digital Marketing Fundamentals 
Presented as a 
Coastal Community Foundation 
Workshop
what will we cover? 
• Content Strategy 
• SEO 
• Blogging 
• Social Media and social media sharing and advertising 
• Ema...
digital marketing 
• digital marketing is the promotion of 
organizations via one or more forms of 
electronic media. 
• a...
how they relate 
Email 
marketing 
Website 
+ 
Blog 
Social 
Media 
Search 
Marketing 
PPC 
Donor 
Volunteer 
Constituents
Digital Marketing 
Content Strategy
which is more plentiful?
why strategy? 
If you put effort into planning your 
marketing and content strategy you 
you’ll have a higher success rate...
strategy questions 
Before you jump into planning answer these 
critical questions: 
– What triggers your donor/volunteers...
constituent actions 
needs tutoring for child 
search Net for info 
visits yr site 
and calls 
Gets 
help
interactions funnel 
show up in SERPs 
visit website 
sign up for newsletter 
open / read 
donate or 
get services 
or see...
owned earned paid
distribute content
content is king 
• Owned/Earned/Paid 
• Increase Owned/Earned 
• Create 
• Distribute 
• Share & Interact 
• Plan paid to ...
content development 
• Photos 
• Videos 
• Text / written articles 
• Curated content 
Photo credit: Yutaka Tsutano
SEO
truth 
“SEO has evolved to become the 
result of an actual marketing 
strategy versus marketing tactics” 
Rae Hoffman
seo planning is step 1 
• seo is not an item to be 
left to the end 
• plan first 
• w/o planning, you’ll 
never get where...
search engine optimization 
• Company you keep 
• Associations 
• Quality results first 
• Demoting poor quality in favor ...
seo components 
• A strong SEO strategy has three core components: 
– links 
– content 
– social media 
• What's become mo...
pandas, penguins, hummingbirds
fundamentals 
• solid, strong brand 
• great copy 
• adds value 
• well-designed site 
• useful information 
• fast 
• mob...
all ins 
• Title 
– page 
– file media library 
• Text 
• Tags 
– alt 
– post 
– H2, H3 
• Page 
• Subheads 
• Description...
other considerations 
• Inbound links 
• Bold 
• Cross site links as on-page 
navigation 
• No “click this link” 
rather, ...
Your Blog
why blog? 
Companies that blog have 
434% more indexed pages. 
And companies with more 
indexed pages get far more leads. ...
blogging is.. 
Blogging is an essential 
marketing component for 
your business
reasons to blog? 
• Improve Search Rank 
• Build for Long-Tail Content 
• Community and Market Education 
• Communicate fo...
control of message 
You are a self-publisher 
New earned media 
Gain share of voice
blogging steps 
1. Platform Decision 
2. Platform Setup 
3. Research 
4. Plan 
5. Create 
6. Post 
7. Promote 
8. Evaluate...
Research 
Organizational Goals 
Blog Posts
what do you post about? 
What your 
constituents 
care about 
What you 
do 
What you blog about
taxonomy 
• Map it out 
• Identify primary 
• Supporting branches 
• Categories 
– One per post 
• Tags as micro-categorie...
plan blog categories 
Parent 
Category Mentoring 
Child or 
Secondary 
Categories 
Mentoring Kids Becoming a Mentor Mentor...
plan ‘tags’- micro-categories 
Mentoring 
High School 
Kids 
Issues 
when 
Mentoring 
Kids 
Primary 
School 
Mentoring 
Me...
create editorial calendar 
Topic Mon Tues Wed Thurs Fri Sat Sun 
Mentori 
Mentoring 
Becoming a 
ng 
Kids 
Mentor 
Becomin...
Social Media
why use social media? 
“...value in bonding with 
an online community 
and reaching people 
where they already 
spend much...
pew internet stats 
73% of online adults use social media 
42% use multiple social sites 
71% of online adults are Faceboo...
Social networking/media |61% of all adults 
1 
0.8 
0.6 
0.4 
0.2 
0 
9% 
89% 
7% 
78% 
6% 
60% 
0.01 
30-49 50-64 65+ 
7%...
who uses what? 
• Pinterest appeals especially to females users (4:1) 
• LinkedIn is especially popular among college 
gra...
Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
understand each channel
social success 
• YouTube appeared to be the strongest of the 
social networks at introducing new products 
(18%) and driv...
social media fundamentals 
• be sociable- not boring 
• develop relationships 
• be where your constituents, 
volunteers &...
social media best practices 
• complete profiles 
• share other’s content 
• ask, answer, participate 
• use different typ...
channel changes = ads 
• All channels are either using or contemplating / 
experimenting with paid ads; ad promotion 
• De...
compare success of ads 
• due to changes 
in algorithms for 
social channels, 
paid ads are 
performing far 
better than 
...
3x higher conversion rate 
from: Myth-Busting Social Media Advertising
case study 
• Teach for America 
– enhancing reputation, mission driven 
– positioning organization for recruiting & place...
teach for america Pinterest
teach for america Twitter
teach for america instagram
share, friend, participate
e-mail marketing
why email? 
email is 
one to one 
communication
email marketing creates ROI 
• Recent survey of marketing professionals, 64% 
“believe in the ability of email marketing” ...
email marketing requirements 
• email marketing platform; e.g. MailChimp or 
ConstantContact, Vertical Response 
– CAN SPA...
common email marketing uses 
• keep in touch with prior donors 
• nurture relationships with potential donors, or 
volunte...
email marketing best practices 
• establish a clear purpose of communication 
• tailor content to suit your audience 
• di...
Middleton Place Example 
Why is this good? 
• Visually Interesting 
• Relates to Seasonal 
Goals 
• Clean, organized 
• Li...
pay per click
pay per click knowledge 
• Google offers AdWords Grants 
• eligibility for nonprofits 
• “ads must reflect the mission of ...
adwords notes 
• ads must be placed so they intersect your 
donor, volunteer or constituent at the right 
time in search 
...
pay per click must dos 
• determine network, Google, Bing, Facebook 
• set budget 
• keyword research 
• word ads, select ...
pay per click example 
No 
organizations 
show up for the 
coastal SC 
area
lather, rinse, repeat 
• monitor 
• adjust 
• refresh 
• keep alert to changes 
• competition 
Photo credit: 1950sUnlimited
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2014 digital marketing + social media fundamentals for nonprofits

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Slides for workshop at the Coastal Community Foundation's South Carolina Tech Academy - Presented September 10, 2014. Charleston, SC

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2014 digital marketing + social media fundamentals for nonprofits

  1. 1. introducing
  2. 2. Digital Marketing Fundamentals Presented as a Coastal Community Foundation Workshop
  3. 3. what will we cover? • Content Strategy • SEO • Blogging • Social Media and social media sharing and advertising • Email marketing • Search marketing pay per click
  4. 4. digital marketing • digital marketing is the promotion of organizations via one or more forms of electronic media. • allows small, local organizations to compete • requires business marketing strategy • planned: annually, 6 mos, quarterly • use a planning template
  5. 5. how they relate Email marketing Website + Blog Social Media Search Marketing PPC Donor Volunteer Constituents
  6. 6. Digital Marketing Content Strategy
  7. 7. which is more plentiful?
  8. 8. why strategy? If you put effort into planning your marketing and content strategy you you’ll have a higher success rate and also continue to execute based on a strategy, versus reacting to what is wrong due to lack of organization.
  9. 9. strategy questions Before you jump into planning answer these critical questions: – What triggers your donor/volunteers? – What are you seasonal / organization goals? – Constituent & audience personas/segments; long-range goal alignment – What questions can you answer, problems can you solve, or understanding can you add? – What can you reasonably commit to?
  10. 10. constituent actions needs tutoring for child search Net for info visits yr site and calls Gets help
  11. 11. interactions funnel show up in SERPs visit website sign up for newsletter open / read donate or get services or see org’s PPC ad or call for information
  12. 12. owned earned paid
  13. 13. distribute content
  14. 14. content is king • Owned/Earned/Paid • Increase Owned/Earned • Create • Distribute • Share & Interact • Plan paid to support
  15. 15. content development • Photos • Videos • Text / written articles • Curated content Photo credit: Yutaka Tsutano
  16. 16. SEO
  17. 17. truth “SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman
  18. 18. seo planning is step 1 • seo is not an item to be left to the end • plan first • w/o planning, you’ll never get where you want to be Photo credit: Oatsy40
  19. 19. search engine optimization • Company you keep • Associations • Quality results first • Demoting poor quality in favor of higher quality
  20. 20. seo components • A strong SEO strategy has three core components: – links – content – social media • What's become more pronounced in the last year is the relationship between these elements. • Best user experience, e.g. mobile compatibility is no longer optional Read more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014
  21. 21. pandas, penguins, hummingbirds
  22. 22. fundamentals • solid, strong brand • great copy • adds value • well-designed site • useful information • fast • mobile responsive
  23. 23. all ins • Title – page – file media library • Text • Tags – alt – post – H2, H3 • Page • Subheads • Descriptions
  24. 24. other considerations • Inbound links • Bold • Cross site links as on-page navigation • No “click this link” rather, “click for map to our location”
  25. 25. Your Blog
  26. 26. why blog? Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads. --Search Engine Strategies Conference, NYC 2013
  27. 27. blogging is.. Blogging is an essential marketing component for your business
  28. 28. reasons to blog? • Improve Search Rank • Build for Long-Tail Content • Community and Market Education • Communicate for High Trust via Content • Build Lists, Conversions and Reach • Build Brand Value and Equity --Search Engine Watch
  29. 29. control of message You are a self-publisher New earned media Gain share of voice
  30. 30. blogging steps 1. Platform Decision 2. Platform Setup 3. Research 4. Plan 5. Create 6. Post 7. Promote 8. Evaluate/Adjust
  31. 31. Research Organizational Goals Blog Posts
  32. 32. what do you post about? What your constituents care about What you do What you blog about
  33. 33. taxonomy • Map it out • Identify primary • Supporting branches • Categories – One per post • Tags as micro-categories – Not contained in post titles
  34. 34. plan blog categories Parent Category Mentoring Child or Secondary Categories Mentoring Kids Becoming a Mentor Mentoring Success Stories
  35. 35. plan ‘tags’- micro-categories Mentoring High School Kids Issues when Mentoring Kids Primary School Mentoring Mentoring Kids Tags
  36. 36. create editorial calendar Topic Mon Tues Wed Thurs Fri Sat Sun Mentori Mentoring Becoming a ng Kids Mentor Becomin g a Mentor Issues to think about if you want to be a mentor Common challenges when mentoring Meet Gio and his mentor Tom
  37. 37. Social Media
  38. 38. why use social media? “...value in bonding with an online community and reaching people where they already spend much of their time — on mobile phones and in social media apps.” NY Times
  39. 39. pew internet stats 73% of online adults use social media 42% use multiple social sites 71% of online adults are Facebook users ***Know your donor, volunteer or audience and where they are most likely to be in social media.
  40. 40. Social networking/media |61% of all adults 1 0.8 0.6 0.4 0.2 0 9% 89% 7% 78% 6% 60% 0.01 30-49 50-64 65+ 7% 38384.0 38930.0 39569.0 39904.0 40299.0 40756.0 41122.0 41395.0 Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
  41. 41. who uses what? • Pinterest appeals especially to females users (4:1) • LinkedIn is especially popular among college graduates and internet users in higher income households. • Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites. – Substantial overlap between Twitter and Instagram user bases.
  42. 42. Slide credit: Lee Rainie, Director, Pew Internet Project Presentation 5 MEDIA SPACES WHERE PEOPLE LIVE
  43. 43. understand each channel
  44. 44. social success • YouTube appeared to be the strongest of the social networks at introducing new products (18%) and driving conversions (14%). – video is an important format for advertising to potential customers. • Facebook came in a close second place in terms of introducing new products (11%) and closing sales (10%). from: Myth-Busting Social Media Advertising
  45. 45. social media fundamentals • be sociable- not boring • develop relationships • be where your constituents, volunteers & donors are • answer their questions • it’s about them, not you • don’t hog the conversation • research/plan content • calendar your content • use team approach • social media policy
  46. 46. social media best practices • complete profiles • share other’s content • ask, answer, participate • use different types of content in different channels; esp. images • monitor analytics/metrics • create for specific personas • calendar everything; plan; schedule
  47. 47. channel changes = ads • All channels are either using or contemplating / experimenting with paid ads; ad promotion • Dec 2013 Facebook changed the algorithm that determines which "stories" show up on the News Feed • Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.” • “Brand Page Reach Now Often Under 3%” Business Insider
  48. 48. compare success of ads • due to changes in algorithms for social channels, paid ads are performing far better than organic. from: Myth-Busting Social Media Advertising
  49. 49. 3x higher conversion rate from: Myth-Busting Social Media Advertising
  50. 50. case study • Teach for America – enhancing reputation, mission driven – positioning organization for recruiting & placement – creating positive PR • Strategy – fully integrated – blog – TeacherPop separate channel for teachers w/ it’s own social channels – organization social media separate from teachers’
  51. 51. teach for america Pinterest
  52. 52. teach for america Twitter
  53. 53. teach for america instagram
  54. 54. share, friend, participate
  55. 55. e-mail marketing
  56. 56. why email? email is one to one communication
  57. 57. email marketing creates ROI • Recent survey of marketing professionals, 64% “believe in the ability of email marketing” • Most marketers integrate all aspects of their marketing with their email marketing/list development • Increasing numbers of marketers are adapting their email marketing to work on mobile devices
  58. 58. email marketing requirements • email marketing platform; e.g. MailChimp or ConstantContact, Vertical Response – CAN SPAM act • list of ppl who have opted in to your email – segments work best; e.g. supporters, volunteers, constituents, leaders • brand centric template to use for your emails • email campaign strategy; why? when?
  59. 59. common email marketing uses • keep in touch with prior donors • nurture relationships with potential donors, or volunteers or leaders • seasonal requests, or needs • organizational updates or news • sharing helpful articles or information • bringing traffic to your website
  60. 60. email marketing best practices • establish a clear purpose of communication • tailor content to suit your audience • distribute regularly • make it visually engaging • monitor the effectiveness of your emails – Unique Opens, CTR, Forwards, Social Share, Best customers The Next Web
  61. 61. Middleton Place Example Why is this good? • Visually Interesting • Relates to Seasonal Goals • Clean, organized • Links to website • Social Profiles Improvements? • Social sharing
  62. 62. pay per click
  63. 63. pay per click knowledge • Google offers AdWords Grants • eligibility for nonprofits • “ads must reflect the mission of the approved nonprofit organization and your keywords must be relevant to the nonprofit’s programs and services.” • best when you can ask for specific action
  64. 64. adwords notes • ads must be placed so they intersect your donor, volunteer or constituent at the right time in search • personas can guide campaigns • landing pages
  65. 65. pay per click must dos • determine network, Google, Bing, Facebook • set budget • keyword research • word ads, select photos • refine ads, campaigns, keywords • placement, mobile? Network? Search results? • Google Adwords will help you get started
  66. 66. pay per click example No organizations show up for the coastal SC area
  67. 67. lather, rinse, repeat • monitor • adjust • refresh • keep alert to changes • competition Photo credit: 1950sUnlimited

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