Inbound Marketing For Non Profits And Small Businesses

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Creating a successful inbound marketing campaign. Initial presentation given to member of the South Carolina Association of Non Profit Organizations on March 11, 2010 on Hilton Head Island.

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Inbound Marketing For Non Profits And Small Businesses

  1. 1. Optimizing Efficiency and Effectiveness www.mrgroup.biz
  2. 2. Optimizing Efficiency and Effectiveness www.mrgroup.biz
  3. 3. <ul><li>20 th Century </li></ul><ul><li>21 st Century </li></ul>
  4. 4. <ul><li>Marketing focused </li></ul><ul><li>on getting found </li></ul><ul><li>by customers . </li></ul>
  5. 5. <ul><li>Interruption </li></ul><ul><li>Permission </li></ul><ul><li>Print Advertising </li></ul><ul><li>Direct Mail </li></ul><ul><li>Email Blasts </li></ul><ul><li>TV/Radio Ads </li></ul><ul><li>Trade Shows </li></ul><ul><li>Cold Calling </li></ul><ul><li>Seminars </li></ul><ul><li>Sales Force </li></ul><ul><li>Telemarketing </li></ul><ul><li>Social Media </li></ul><ul><li>Blogs </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Public Relations </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Targeted Landing Pages </li></ul><ul><li>Pay Per Click </li></ul>
  6. 6. <ul><li>Significantly lower cost per lead </li></ul><ul><li>Better targeting </li></ul><ul><li>An investment, not an ongoing expense </li></ul>
  7. 9. <ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
  8. 10. Create Great Content by Blogging
  9. 11. Blogging Attracts More Visitors
  10. 12. Blogging Brings Social Media Success
  11. 13. <ul><li>SEO vs. SEM </li></ul><ul><ul><li>Organic </li></ul></ul><ul><ul><li>Paid </li></ul></ul><ul><ul><li>On-Page </li></ul></ul><ul><ul><li>Off-Page </li></ul></ul><ul><li>Targets: </li></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Industry Specific </li></ul></ul>
  12. 15. <ul><li>Attract prospects </li></ul><ul><li>Convert visitors to leads </li></ul><ul><li>Produce measurable ROI </li></ul><ul><li>Landing pages </li></ul><ul><li>Redesign? </li></ul><ul><li>Protect your assets </li></ul>
  13. 17. You’re not too old; you just haven’t practiced enough yet!
  14. 18. <ul><li>Largest, fastest growing group of users on facebook: Men and women over 55. </li></ul><ul><li>The largest retained, active group of users on Twitter are men and women over 35. </li></ul>
  15. 19. <ul><li>Is your URL guessable? </li></ul><ul><li>Do you use website design strategically? </li></ul><ul><li>Do you provide relevant content? </li></ul><ul><li>Can you collect email addresses on your website? </li></ul><ul><li>Can you accept online donations on your website? </li></ul><ul><li>Do you tell your story through pictures, videos or podcasts? </li></ul><ul><li>Do you have a blog? </li></ul><ul><li>Do you use email marketing to drive traffic back to your website? </li></ul><ul><li>Can people find your website in search engines? </li></ul><ul><li>Do you publish your URL on every communication, both online and offline? </li></ul>
  16. 21. <ul><li>facebook and Twitter are the favorites among nonprofit organizations. </li></ul><ul><ul><li>On average facebook fan bases grow by 3.75%/month. </li></ul></ul><ul><ul><li>Twitter followers grow by 9% per month. </li></ul></ul><ul><ul><li>Based on 6 wall posts and 4.5 tweets per day. </li></ul></ul>eNonprofit Benchmarks Study 2006
  17. 22. <ul><li>Engaging Content </li></ul><ul><li>Track Activity </li></ul><ul><li>Magic Number of Posts </li></ul><ul><li>Pages vs. Groups </li></ul>
  18. 23. Feature Pages Groups Send email to members inbox No (updates) Yes Must tie to admin profile No Yes Icon on Fan/member profile Yes No Tight permission controls No Yes Applications Yes (tens of thousands) Yes (basic only) Fan/Friend cap No Yes (5,000)
  19. 24. <ul><li>Tweet Frequency </li></ul><ul><li>Retweets=Followers </li></ul><ul><li>Engaging Content </li></ul><ul><li>Track Activity </li></ul>
  20. 25. <ul><li>HubSpot </li></ul><ul><li>Network for Good </li></ul><ul><li>eNonprofit Benchmarks </li></ul><ul><li>Mission Resources Group </li></ul><ul><ul><li>www.mrgroup.biz Deborah Edmondson, VP Marketing [email_address] </li></ul></ul><ul><ul><li>843-368-2483 </li></ul></ul>
  21. 26. www.mrgroup.biz Optimizing Efficiency and Effectiveness 2.25.2010

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