Online Marketing in Depth

Emily Lonigro and Keidra Chaney ,[object Object],[object Object]

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Specific to Nonprofits ,[object Object],[object Object],[object Object],[object Object],[object Object]

Why are these big problems? ,[object Object],[object Object],[object Object]

How to fix these problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why measure? ,[object Object],[object Object],[object Object],[object Object]

Types of Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measurement Definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Planning a Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Measurement and your site ,[object Object],[object Object],[object Object],[object Object],[object Object]

Web Analytics Troubleshooting ,[object Object],[object Object],[object Object],[object Object],[object Object]

Going Further: Testing and Tagging ,[object Object],[object Object],[object Object],[object Object],[object Object]

Going Further: e-mail and social media ,[object Object],[object Object],[object Object],[object Object]

Going Further: More information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media is a Marketing Tool ,[object Object],[object Object]

Social Media is a Marketing Tool ,[object Object]

But how do you know if it’s working? ,[object Object],[object Object],[object Object],[object Object]

Example: War Child Canada ,[object Object],[object Object],[object Object],[object Object],[object Object]

Measurement Steps ,[object Object],[object Object],[object Object]

Search Engine Optimization: SEO ,[object Object],[object Object],[object Object]

We do this through ,[object Object],[object Object],[object Object],[object Object]

Page title H1 headlines Body copy with keywords Page description (behind the scenes) Page URL

Good place to start ,[object Object],[object Object],[object Object]

Why this is important ,[object Object],[object Object],[object Object],[object Object],[object Object]

Know your customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

User Testing Questions ,[object Object],[object Object],[object Object],[object Object]

GOALS, goals and more goals PAGE ACTION GOAL HOW HOME sign up for newsletter fill out sub request pop-out window with info ABOUT connect on linked in click on a button headlines, subheads, bullet copy SERVICES email quote request big, huge button to form page great copy, before & after, list of services

What’s really cool about this

Usability rationale ,[object Object],[object Object],[object Object],[object Object],[object Object]

Purpose of your homepage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Usability best practices ,[object Object],This is a headline This is a subhead And some body copy CALL TO ACTION

Usability best practices ,[object Object],[object Object],[object Object],[object Object]

Usability Best Practices ,[object Object],[object Object],[object Object]

Usability best practices ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

Creating Brand Guidelines Would you hire your neighbor to build you a house because he likes to tinker around in the garage? No.

Word list ,[object Object],[object Object],[object Object]

Sally’s great word list ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Image search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Color palettes ,[object Object]

Design Resources ,[object Object],[object Object],[object Object],[object Object]

Recap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Multivariate Testing ,[object Object],Headline one Headline two Headline three GO SUMBIT SEND +

What you can test ,[object Object],[object Object],[object Object],[object Object],[object Object]

What to use ,[object Object],[object Object]

Why testing is hard ,[object Object],IT Dept says: You want to put CODE on MY pages? No way. Designer says: My design is rock solid. You’re an idiot and don’t know anything about design. Marketing says: I know what I’m doing. You want to prove me wrong? No way! So present it to the BOSS: Long term, we can make more money/get more signups/ for a minimum cost. It’s stupid not to do it. Oh, and the utility is free.

How often should I test? ,[object Object],[object Object],[object Object]

The point is: ,[object Object],[object Object],[object Object]

Online Marketing in Depth

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Online Marketing in Depth