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Small Business & Nonprofit Online Marketing Tips


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Small Business & Nonprofit Online Marketing Tips

  2. 2. ONLINE MARKETING I? WHO AM STRATEGIESWhat we’ll cover:  Search Engines  Facebook & Other Social Networks  Web Analytics  Email  Mobile/Smartphones  Nonprofit Freebies 2
  3. 3. WHO AM I?  Online Marketing Director  Web Content Veteran  SEO, PPC, Social Networking  AdWords Certified with Web Analytics Focus  Journalism Background 3
  4. 4. NOW BACK TO YOU  Recruit prospective customers and volunteers  Engage existing customers and members  Recruit donors  Build community from your existing network  Get recognition for your good work  Forge alliances with people who share some of your goals 4
  5. 5. ONLINE TACTICS FOR YOUR ORGANIZATION  Search engines  Social networks  Facebook (yes, it gets its own bullet!)  Mobile/Smartphones  Email 5
  6. 6. WHAT YOU CAN DO ONLINE  Illustrate the problem…and your solutions  Get people talking about your subject matter  Share successes (brag!)  Listen better  Bonus: Free research 6
  7. 7. HOW PEOPLE FIND YOU ONLINE  Search engines   Half of all Web visits start at a search engine  Social networks   10% of all online time spent on Facebook  Email   Still the #1 activity people do online 7
  8. 8. Search EnginesShow up higher on Google for strategic keywords 8
  10. 10. SEO: HOW DOES GOOGLE DECIDE?  Rankings earned— NOT bought!  Long-term branding endeavors  Secret formula (like Coke!) 10
  12. 12. PPC: PAY PER CLICK (PPC) OVERVIEW  Charged ONLY when people click on ads  Quick fix to increase online presence  “Quality Score” determines price, position  Measurable, accountable 12
  13. 13. Web Analytics:Free research on what works and what’s a waste 13
  14. 14. WEB ANALYTICS BENEFITS  How people use your site: What works & doesn’t  Most popular pages  See how users find out about site   Search engines   Keywords   Referring sites  Find out which organizations users are from  Intelligence about how prospects view your org 14
  15. 15. ANALYTICS: WHERE ARE YOUR BEST VISITORS? View by:   State   City/Town 15
  16. 16. WEB ANALYTICS: WHERE LEADS DROP OUT Spotweaknesses in message, presentation 16
  17. 17. WHAT IS SUCCESS?And how do we measure it? 17
  18. 18. Success =Conversions 18
  19. 19. CONVERSIONSCompletion of actions showingdeeper interest/engagement in your organization 19
  20. 20. ENGAGEMENT FUNNELNot leavingViewing more pages, longerRegisteringReturning a lotFollowing/friendingCommenting on contentSharing on social networksSubscribing to a feedPosting contentJoining/Buying 20
  21. 21. ENGAGEMENT FUNNEL Goal: Move people down the funnel(i.e., get people more engaged) 21
  22. 22. ENGAGEMENT FUNNELMeasure how many people progress how far downengagement funnel 22
  23. 23. Social NetworksGet your fans to do your marketing for you 23
  24. 24. SOCIAL NETWORKNG OVERVIEW  Communicate directly with peers, prospects, donors  Viral marketing: friends tell friends  Low barrier to entry 24
  25. 25. WHY FACEBOOK MATTERS  10% of all online time spent on Facebook  2% of all online time spent on News Feed  Prime way to talk to your ardent fans 25
  26. 26. WHAT TO DO WITH FACEBOOK   Educate   Excite   Enlist 26
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  28. 28. Email marketingNot sexy, but it works 28
  29. 29. EMAIL IS STILL #1 ONLINE ACTIVTY  Despite new trends, email & search consistently most- used channels  92% of online Americans use email  61% use it on an average day  Youngest, college educated & wealthiest use email most Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11 29
  30. 30. WHAT YOU NEED TO KNOW ABOUT EMAIL  The biggest threat to your message: Spam!  97% of ALL email is spam  Don’t get sent to the Spam Folder  Know, follow CAN-SPAM Act  Other threat: Email OVERLOAD 30
  31. 31. USE EMAIL EFFECTIVELY  Subject lines: Beware default character limits for GMail, Outlook  Images: Most programs filter them out; Don’t put important messages solely in graphics  Include good calls to action: Get folks to DO something  Measure: Not just open rates. What do people do after they click? 31
  32. 32. Mobile MarketingSmartphones change how people get info 32
  33. 33. SMARTPHONES  One-third of all American adults (35%) own smartphones  58% of 25-34 year olds own a smartphone  25% of all smartphone owners do most of their online browsing on their mobile phones Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11 33
  34. 34. LEVERAGE MOBILE  Make sure your site looks good on various phones  Engage fans on phones through Foursquare, SMS, Maps  Let people take an action through texting  Consider games, contests to get people to respond using their phones 34
  35. 35. NONPROFIT SERVICES  Google, many others offer discounts, credits for 501c3s  Google Grants: AdWords credits  Network For Good: Online fundraising service Make it easier for people to donate to you  Good2Gether: Service to promote nonprofits contextually on media Websites  Constant Contact: 20% discount on email marketing  Look to Twitter for expert advice (@kantor) 35
  36. 36. WRAPPING UP  Use online tools for recruitment and promotion   Sales and donations are the last step, not the first  Enlist and engage your most-ardent supporters  Test, test, test  Dizzying number of options: Focus on what works best 36
  37. 37. THANK YOU! Josh Fialkoff 617-500-3450 @joshfialkoff 37