Digital & Social Media Marketing Strategy & Processes document outlines HelpMeSee's key performance indicators for digital and social media including number of email addresses collected, donations made online, and applications received. It describes HelpMeSee's digital properties including its main website and microsites, social media accounts, email marketing, and landing pages. The document provides guidance on building targeted landing pages and campaigns for different audiences and languages across various social media platforms and Google AdWords. It also includes templates for social media posts, blog posts, and digital marketing campaigns. Metrics for measuring campaign performance through clicks, conversion rates, and other analytics are defined.
How can NGOs use Social Media for Marketing and for Raising FundsPavan Mondreti
Bala Vikasa has organized a one-day seminar to NGOs and students at their campus. I have covered different topics from how social media has changed the way we communicate to How can NGO's leverage the potential of Social Media to reach out to larger audience and raise funds.
Web analytics and social media metrics provide you with powerful ways to track how people interact with your content and what they’re saying about your foundation. They help you understand what works (and what doesn’t!) with your constituents and donors.
Dental Marketing Online - Trends And Best Practice In Online Marketing (ADX16)Carolyn S Dean
There is a lot of discussion about online marketing, social media and search engine marketing for businesses. Some dental practices are already engaging in online marketing while other dental practices have an intuitive hunch that there is something to online word-of-mouth marketing, but they’re just not sure yet what it is.
This talk covers the most common forms of online marketing and why and when you should use them. From this talk you will discover the 9 steps to online dental marketing success; know what online strategies are right for your practice; learn the secrets to a great website; understand how to structure your online presence for maximum conversion; know what social media platforms you should be using and why; hear why you need to use Google My Business; understand why you need to start blogging; identify which Search Engine Marketing strategy is right for your practice; hear why it is critical to watch your online reputation; evaluate if video marketing is right for your practice; and learn to reactivate existing clients with the use of email marketing.
Is Your Website Helping or Hurting Your Business?AudienceView
Your website is more important than you realize. If it isn’t mobile-friendly, it could be costing you money. Find out what’s really at stake when it comes to your web presence and what you can do to improve the overall customer experience to increase online ticket sales.
Is Your Website Helping or Hurting Your Business? by Kathryn Hunt
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Eating an elephant: how to build an integrated digital strategy one bite at a...@chrisboyer LLC
Getting healthcare organizations to embrace digital can sometimes be challenging. But often attempting to create a fully integrated digital strategy can be almost impossible - particularly in regulated (and conservative) hospital and health care organizations. Learn basic steps on how to create a vision, execute change to allow a robust implementation of digital that includes a website, social media, SEO, PPC and SEM, online reputation management, email and marketing automation and customer relationship management (CRM) databases.
A workshop designed for small non-profit organizations to help them use online marketing to increase donations, attract Board Members and Volunteers. Audience targeting, developing compelling messaging, and selecting the right media are demonstrated in this presentation. A template is provided to be used as an aid to implementing effective online marketing. Contact Art@ohiobusinesshelp.com
Pay To Play: Using Social Media Ads to Reach Goals #SoMeT14USFSC Interactive
Pay To Play: Using Social Media Ads to Reach Goals was created and presented by FSC Interactive at the 2014 Social Media Tourism Symposium (SoMeT14US) in Nashville, TN. This presentation will provide an overview of Facebook, Twitter, and Pinterest advertising options by showcasing real-life examples from the New Orleans Tourism accounts with goals, metrics, and case studies to support the results. It is a great resource for destination and tourism businesses.
How can NGOs use Social Media for Marketing and for Raising FundsPavan Mondreti
Bala Vikasa has organized a one-day seminar to NGOs and students at their campus. I have covered different topics from how social media has changed the way we communicate to How can NGO's leverage the potential of Social Media to reach out to larger audience and raise funds.
Web analytics and social media metrics provide you with powerful ways to track how people interact with your content and what they’re saying about your foundation. They help you understand what works (and what doesn’t!) with your constituents and donors.
Dental Marketing Online - Trends And Best Practice In Online Marketing (ADX16)Carolyn S Dean
There is a lot of discussion about online marketing, social media and search engine marketing for businesses. Some dental practices are already engaging in online marketing while other dental practices have an intuitive hunch that there is something to online word-of-mouth marketing, but they’re just not sure yet what it is.
This talk covers the most common forms of online marketing and why and when you should use them. From this talk you will discover the 9 steps to online dental marketing success; know what online strategies are right for your practice; learn the secrets to a great website; understand how to structure your online presence for maximum conversion; know what social media platforms you should be using and why; hear why you need to use Google My Business; understand why you need to start blogging; identify which Search Engine Marketing strategy is right for your practice; hear why it is critical to watch your online reputation; evaluate if video marketing is right for your practice; and learn to reactivate existing clients with the use of email marketing.
Is Your Website Helping or Hurting Your Business?AudienceView
Your website is more important than you realize. If it isn’t mobile-friendly, it could be costing you money. Find out what’s really at stake when it comes to your web presence and what you can do to improve the overall customer experience to increase online ticket sales.
Is Your Website Helping or Hurting Your Business? by Kathryn Hunt
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Eating an elephant: how to build an integrated digital strategy one bite at a...@chrisboyer LLC
Getting healthcare organizations to embrace digital can sometimes be challenging. But often attempting to create a fully integrated digital strategy can be almost impossible - particularly in regulated (and conservative) hospital and health care organizations. Learn basic steps on how to create a vision, execute change to allow a robust implementation of digital that includes a website, social media, SEO, PPC and SEM, online reputation management, email and marketing automation and customer relationship management (CRM) databases.
A workshop designed for small non-profit organizations to help them use online marketing to increase donations, attract Board Members and Volunteers. Audience targeting, developing compelling messaging, and selecting the right media are demonstrated in this presentation. A template is provided to be used as an aid to implementing effective online marketing. Contact Art@ohiobusinesshelp.com
Pay To Play: Using Social Media Ads to Reach Goals #SoMeT14USFSC Interactive
Pay To Play: Using Social Media Ads to Reach Goals was created and presented by FSC Interactive at the 2014 Social Media Tourism Symposium (SoMeT14US) in Nashville, TN. This presentation will provide an overview of Facebook, Twitter, and Pinterest advertising options by showcasing real-life examples from the New Orleans Tourism accounts with goals, metrics, and case studies to support the results. It is a great resource for destination and tourism businesses.
This presentation, tailored for municipalities, covers the following items: determining your target audience; website basics in 2015; how to drive Web traffic; and keeping engaged with your audience.
How nonprofit organizations can effectively use search engines (SEO/PPC), Facebook and other social networks to attract more volunteers, donors and publicity for their causes.
Online Marketing for Healthcare PracticesBrad Smith
BARQAR CEO, Brad Smith, shares tips and best practices for building a healthcare practice through social media, digital marketing and online reputation.
2016 is in full swing, and it’s shaping up to be an exciting year here at Sysomos. What do we have planned? Join us in this presentation to find out.
We’ll cover what we have planned for new products added to the Sysomos portfolio (Expion, Gaze, and Scout), and outline ways you can use two new products - Sysomos Influence and Sysomos Optimize - to zero in on key influencers and get more from targeted paid media on Twitter.
Social Media - your marketing plan, your advantage@chrisboyer LLC
A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.
Creating a Successful Social Media StrategyWest Muse
It’s easy to get excited about social media when you hear some of the numbers: 500,000,000 people on Facebook, millions of followers on Twitter, blogs, podcasts, Instagram, and Pinterest. How do you keep up? Where do you begin? This session shares perspectives on why social media is important for museums, introduces the pros and cons of different social media options, and provides the necessary information to create a basic social media strategy for your museum.
Moderator: Kelly Koski, Director, Communications & Audience Development, Oakland Museum of California
Presenters:
Madison C. Barkley, PhD, Curator of Natural History, Education and Public Programs Coordinator, Arizona Historical Society
Annie Graeme Larkin, Curator, Bisbee Mining & Historical Museum
There is so much to know when considering marketing your business online. But you have to start somewhere. A walk through the basics, with tips, tricks and tools.
Social Summit was a one day social media training workshop, at which FSC Interactive taught small businesses how to best use social media.
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
Your Web Marketing tool kit is continuously expanding (and changing!) as online tools evolve. What should you expect out of Facebook advertising vs. YouTube vs. LinkedIn? Do you need a mobile app? Should you spend resources on new social networks like Vine, Pinterest, and Google+?
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The session will start with your website as the home base of your web marketing efforts – and then explore several of the options you have in your web marketing tool kit, including: content strategy, Social Media Marketing, online photo/video content, Search Engine Optimization, Google Adwords PPC Advertising, advertising on social media sites, email marketing, and mobile options. We will break down the strengths of each tactic, tips to get started, and tools for measuring your success.
Nonprofit Blogging Best Practices: Why Your Nonprofit Needs a Blog and How to...4Good.org
Despite the popularity of social media including “micro-blogging” sites like Tumblr and twitter, traditional blogging is still one of the most important tools in your digital marketing arsenal.
Larger nonprofits have been early adopters of blogging, seeing the benefits in increased website traffic, email sign ups and online donations. A consistent, quality blog has been proven to have a direct benefit on marketing and fundraising efforts – so why do so many nonprofits ignore this powerful tool?
The question remains: How can smaller nonprofits get on board with blogging and create a dynamic outlet that grows their supporters and helps them accomplish their goals?
Sure your company may have a Twitter account and Facebook profile, but are you fully utilizing them to get new customers, support your PR efforts, and share your company culture? Derek Key of Schipul - The Web Marketing Company in Houston, Texas discusses social media marketing strategy and tactics to tell your brand's story and grow your community online. You'll walk away with an understanding of how to focus your social media strategy to get the most benefit for your brand, some tools and tricks you can start using right now to make your life easier when managing multiple accounts, and how to evaluate new tools (think Pinterest, Instagram, Google+ etc.) to see if they fit into your social media mix.
Forming Your Social Media Marketing StrategyScott Bothel
This short presentation addresses the essential pieces of a Social Media Marketing Strategy for Small Business Owners. Learn about what you need to know before marketing on Facebook, Twitter, and LinkedIn. Includes an essential look at the SMM Funnel.
This presentation, tailored for municipalities, covers the following items: determining your target audience; website basics in 2015; how to drive Web traffic; and keeping engaged with your audience.
How nonprofit organizations can effectively use search engines (SEO/PPC), Facebook and other social networks to attract more volunteers, donors and publicity for their causes.
Online Marketing for Healthcare PracticesBrad Smith
BARQAR CEO, Brad Smith, shares tips and best practices for building a healthcare practice through social media, digital marketing and online reputation.
2016 is in full swing, and it’s shaping up to be an exciting year here at Sysomos. What do we have planned? Join us in this presentation to find out.
We’ll cover what we have planned for new products added to the Sysomos portfolio (Expion, Gaze, and Scout), and outline ways you can use two new products - Sysomos Influence and Sysomos Optimize - to zero in on key influencers and get more from targeted paid media on Twitter.
Social Media - your marketing plan, your advantage@chrisboyer LLC
A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.
Creating a Successful Social Media StrategyWest Muse
It’s easy to get excited about social media when you hear some of the numbers: 500,000,000 people on Facebook, millions of followers on Twitter, blogs, podcasts, Instagram, and Pinterest. How do you keep up? Where do you begin? This session shares perspectives on why social media is important for museums, introduces the pros and cons of different social media options, and provides the necessary information to create a basic social media strategy for your museum.
Moderator: Kelly Koski, Director, Communications & Audience Development, Oakland Museum of California
Presenters:
Madison C. Barkley, PhD, Curator of Natural History, Education and Public Programs Coordinator, Arizona Historical Society
Annie Graeme Larkin, Curator, Bisbee Mining & Historical Museum
There is so much to know when considering marketing your business online. But you have to start somewhere. A walk through the basics, with tips, tricks and tools.
Social Summit was a one day social media training workshop, at which FSC Interactive taught small businesses how to best use social media.
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
Your Web Marketing tool kit is continuously expanding (and changing!) as online tools evolve. What should you expect out of Facebook advertising vs. YouTube vs. LinkedIn? Do you need a mobile app? Should you spend resources on new social networks like Vine, Pinterest, and Google+?
In this pre-conference intensive workshop, Katrina Kokoska and Caitlin Kaluza from Schipul – The Web Marketing Company will cover the foundational elements of web marketing strategy, and targeting your web marketing efforts to make the most impact on your goals. We’ll also talk trends in web marketing, including geotargeting and the rise of mobile.
The session will start with your website as the home base of your web marketing efforts – and then explore several of the options you have in your web marketing tool kit, including: content strategy, Social Media Marketing, online photo/video content, Search Engine Optimization, Google Adwords PPC Advertising, advertising on social media sites, email marketing, and mobile options. We will break down the strengths of each tactic, tips to get started, and tools for measuring your success.
Nonprofit Blogging Best Practices: Why Your Nonprofit Needs a Blog and How to...4Good.org
Despite the popularity of social media including “micro-blogging” sites like Tumblr and twitter, traditional blogging is still one of the most important tools in your digital marketing arsenal.
Larger nonprofits have been early adopters of blogging, seeing the benefits in increased website traffic, email sign ups and online donations. A consistent, quality blog has been proven to have a direct benefit on marketing and fundraising efforts – so why do so many nonprofits ignore this powerful tool?
The question remains: How can smaller nonprofits get on board with blogging and create a dynamic outlet that grows their supporters and helps them accomplish their goals?
Sure your company may have a Twitter account and Facebook profile, but are you fully utilizing them to get new customers, support your PR efforts, and share your company culture? Derek Key of Schipul - The Web Marketing Company in Houston, Texas discusses social media marketing strategy and tactics to tell your brand's story and grow your community online. You'll walk away with an understanding of how to focus your social media strategy to get the most benefit for your brand, some tools and tricks you can start using right now to make your life easier when managing multiple accounts, and how to evaluate new tools (think Pinterest, Instagram, Google+ etc.) to see if they fit into your social media mix.
Forming Your Social Media Marketing StrategyScott Bothel
This short presentation addresses the essential pieces of a Social Media Marketing Strategy for Small Business Owners. Learn about what you need to know before marketing on Facebook, Twitter, and LinkedIn. Includes an essential look at the SMM Funnel.
Steer intent, drive behavior, improve web traffic with web content management...Bridgeline Digital
Understanding your website users and how to drive their behavior is a fundamental imperative to the success of your online marketing initiatives. See the details behind understanding user intent and behavior — using real-life examples.
How can you determine ROI in online communities and social networks? Contrary to popular belief, it’s not impossible.
In this free webinar Gary Angel - President of Semphonic, the largest vendor neutral web analytics consultancy in the US, and Scott K Wilder, community and social media expert and formerly manager of Intuit’s Small Business community and social marketing program – will show you how.
This webinar will provide practical tools, methods and guidance that you can use to understand where and how your audience spends their time, and how to zero in on the key conversations and the key influencers who are impacting what people think of your organization.
We’ll pursue the holy social measurement grail – methods to track leads, sales and more from community and social campaigns. Finally, we will show you how to quantify your success on other sites.
Live Webinar: Taming the Financial Content BeastLinkedIn
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
You know that marketing is key to stand out from other staffing firms. You already started building your brand and creating a way for people to engage with your agency on LinkedIn. Learn how our tools can help drive leads, differentiate your firm and drive relationships with your prospect audiences on LinkedIn.
Key takeaways:
- How LinkedIn can help you foster a community of clients and candidates
- How to reach beyond your current follower base and drive new leads
- How to describe lead drop off through our lead capture technology
To learn more about how our solutions can help you grow your brand on LinkedIn, visit us here: http://bit.ly/2bdphSm
Digital Marketing: The Essential ToolkitHarley Rivet
The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
According to a recent Forbes report, 89% of business leaders believe analytics will revolutionise business operations. Analytics not only provides marketers with valuable insights but also serves as the driving force behind the effectiveness of digital marketing.
Understanding your customers' behaviour and preferences helps you drive targeted messages across different digital and social platforms, allowing you to communicate with them more effectively.
In collaboration with the Marketing Institute of Singapore (MIS), Singtel invites you to a complimentary workshop on Digital Marketing analytics.
Key Points:
• Learn how analytics enables you to gain insights on your customers so as to develop effective marketing strategies
• Understand how to put together an effective web measurement programme to define and improve marketing ROI
• Acquire skills to better market your products or services to your target audience using the right tools and platforms
Learn the latest research on why digital and mobile content are important ares to consider in your overall marketing plan. Also learn how to generate engaging content and how to generate revenue from digital and mobile content.
How to Optimise the Efficiency of Your Digital CommunicationLa French Tech
Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.
Google Analytics: Overview & Key Metrics for Retirement CommunitiesOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI.
This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to:
- Identify your target audience and the messaging you need to reach them
- Build an information architecture that naturally enables SEO and social marketing
- Develop a content marketing library that wins business
- And, converting more visitors into leads, leads into sales, and sales into long-term ROI
Sponsored by LogMyCalls
The Presentation Agenda
1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC)
2) Consumer Trends Worth Noting
3) Identifying Your Customers
4) What Is Information Architecture And Why Is It Important?
5) SEO And Content Marketing That Wins Business
6) Measuring Results And Converting To Sales
7) Building Your Social Media Strategy
8) Time And Resource Management
Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
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Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
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Case Study: CNET’s AI Content Controversy:
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Benefits Across Industries:
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Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
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Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
2. Performance Measures (Digital & Social)
Type Data
Key Performance Indicators • # of Email Addresses Collected
• Baseline: $1.50-$2+ per email
• $ of Donations Made Online
• Baseline: approx. $3.75 per donation page visitor in 2015
• # of Applications (Volunteer, Ambassador, Partner Requests)
• # of Downloads (Brochures, Infographics, Media Kits)
Secondary Indicators • Web Metrics (Page Views, Users, Time Spent on Site, Bounce Rate, Referrals)
• Social Media Metrics (Followers, Engagement, Referrals to Web Site)
• Demographics (Location and #s of Web and Social Media Visitors)
• Blogger Outreach Efforts (# of Posts & Audience Size)
• Search Engine Ranking
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3. HelpMeSee’s Digital Universe
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•HelpMeSee.org - Digital hub which serves all
audiences. Traffic sources include search, paid
ads, social media, email, and web visitors.
•Microsites – Small sites serving niche audiences,
such as partners, countries, or campaigns. Traffic
sources depend on site content.
•Social Media – Brand representation on social
networks, including broad (Facebook) and niche
(Twitter, LinkedIn) audiences. Helps promote
brand awareness, build donor relations, and
drive traffic to websites.
•Email marketing – Communicate directly with
targeted audience of donors and supports. Helps
drive web traffic and convert donations.
•Landing pages – Single page sites designed to
answer queries ONLY from search ads (AdWords)
in a targeted. Helps support KPIs like email
submissions, donations, and drive web traffic.
www.
HelpMeSee.
org
Microsites
Social
Media
Email
marketing
Search
Ads /
Landing
Pages
4. Why use Landing Pages?
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Landing Pages
- Answers queries from keywords
used in search engines
- Single pages, serving individual,
targeted search intent
- Can be rapidly developed, edited,
and managed internally (weekly)
- Supports targeted KPIs, such as
emails or downloads
- Search traffic only,
free access to $10K of Google Ads
- $99 per month for unlimited pages
Microsites
- Provide information with niche
audience
- Can be a single-page or multi-page
sites, serving broad mutual interests
- Can be edited or updated by
multiple collaborative groups
- Supports broader organizational
goals/communications objectives
- Multiple traffic sources,
plus costs to promote page
- $110 per hour for X pages
5. Online Testing (Optimization)
Online is a crucial component of continuous
optimization
Continuous optimization needs to drive online
testing criteria
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6. Sales Funnel
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A sales funnel is a marketing system. It's the
"ideal" process you intend your customers to
experience as they go from Prospect to Lead
to Customer to Repeat Buyer.
https://www.convertwithcontent.com/the-
content-marketing-sales-funnel/
Value of subscriber is different for each medium & based on a calculation
of donations, mailings, expenses and drop-off rates.
7. Building Pages for All Audiences: Types
7/26/2016 7
•Competitive - like making quick decisions
based on logic; they view speed and
decisiveness as an advantage.
•Spontaneous - also make quick decisions, but
these decisions are driven more by emotion
than logic.
•Methodical - take their time to make the most
informed decision possible — they read the
fine print before making a choice.
•Humanistic - want to ensure their values align
with a company before becoming a customer;
ethical approval from peers is important.
8. Building Pages for All Audiences - Conversion Motivation Theory
•You need conversion
momentum in order to build
and motivate prospects
towards performing your
desired action.
•On a landing page, that usually
means either: clicking a call to
action, or filling out a form.
7/26/2016 8
9. 7/26/2016 9
Audiences MotivationsA
B
C
D
1
2
3
4
5
CTA
CTA
CTA
# Type Description
A Spontaneous Driven by emotional
benefits
B Competitive Make smart
decisions quickly
C Analytical Seeks evidence,
reads fine print
D Humanistic Responds to “story”
based marketing
# Type Description
1 Attention Eye catching visuals
that capture the
imagination
2 Needs Introduce the
problem and why
change is needed
3 Satisfaction Explain the
“solution” to the
“problem”, and why
it will work
4 Visualization Tell a
story/testimonial/ex
ample that helps
solidify idea and
personal benefits
5 Action Trigger to take
action, make a
decision
10. How does Page Quality Affect Ads?
7/26/2016 10
Higher quality ads lead to better position. This is affected by CTR, ad relevance & landing page experience.
12. Digital Marketing Audiences (By Language)
English Dutch Chinese Traditional Chinese Simplified
Accounts Facebook, Twitter, LinkedIn,
YouTube, Instagram,
(Pinterest), AdWords
Facebook Facebook, Instagram,
AdWords
Weibo, WeChat, Baidu
(Yahoo, Bing)
Audiences – Primary United States Netherlands Singapore, Hong Kong,
Taiwan
Mainland China
Audiences – Secondary Ireland, Australia, Canada,
United Kingdom, India
N/A United States N/A
Audiences – Tertiary New Zealand, Israel, South
Africa
N/A N/A N/A
Patients India, Nepal, The Gambia,
Indonesia
Mainland China, Malaysia
Partners USAID, Lions International,
HelpAgeIndia, RCM
Technologies, Columbia
University, Gates
Foundation, Ben Gurion
University, SenseGraphics,
Harman, InSimo
N/A N/A Shandong Jinghua Eye
Hospital, Heui Eye Hospital
Wenzhou
Volunteers United States N/A Hong Kong Mainland China
7/26/2016 12
13. Digital Marketing Audiences (By Language)
French Spanish Portuguese
Accounts Facebook Facebook Facebook
Audiences – Primary France Spain Brazil, Portugal
Audiences – Secondary Canada Chile, Argentina, Uruguay,
Panama, Mexico
N/A
Audiences – Tertiary N/A Colombia N/A
Patients Madagascar, Togo, Senegal Peru, Mexico N/A
Partners Trafigura N/A N/A
Volunteers Africa Latin America N/A
7/26/2016 13
14. Landing Pages
Landing Page Name Content Description Conversions Audience
What is Cataract Blindness?
Brief cataract blindness definition & the
HelpMeSee solution Email, Website Referral Donors, Potential Donors
Who is HelpMeSee?
HelpMeSee's campaign, the challenge &
our solution Email, Website Referral Donors, Potential Donors
Eye Health & Cataracts
How do keep your eyes cataract free & the
cataract blindness challenge Email, Website Referral Donors, Potential Donors
Eye Disease and Public Health
Eye diseases, public health issues & the
epidemic of catatarct blindness.
Email, Website Referral,
Application Partners (Public Health)
Visual Impairment & Cataract Blindness
The differences between cataracts causing
visual impairement and blindness
Email, Website Referral,
Application Donors, Potential Donors
Surgery for Cataract Blindness
A laymen's description of MSICS and how
this is an efficient solution for cataract
blindness
Email, Website Referral,
Application Donors, Potential Donors
Manual Small Incision Cataract Surgery
The ins & outs of MSICS & our training
program
Email, Website Referral,
Application
Partners (Corporate, Academic,
Government)
HelpMeSee Eye Surgery Simulator
The ins & outs of the HelpMeSee Eye
Surgery Simulator.
Email, Website Referral,
Application Partners (Public Health)
What is the HelpMeSee Difference?
The HelpMeSee difference from our
competitors Email, Website Referral Donors, Potential Donors
7/26/2016 14
15. Landing Pages
Landing Page Name Content Description Conversions Audience
Blindness & Poverty The links between blindness & poverty Email, Website Referral Partners (Public Health)
Blindness & Gender The links between blindness & gender Email, Website Referral Partners (Public Health)
Working/Volunteering with HelpMeSee
An overview of the opportunities of
working with HelpMeSee (can be refined)
Email, Website Referral,
Application Volunteers, Career
Helping the Blind See
A description of what HelpMeSee is doing,
our challenge & solution, & the benefits of
collaborating with HelpMeSee
Email, Website Referral,
Application Partner
Donations (Give Now) The current Give Now page.
Email, Website Referral,
Donation Donors, Potential Donors
Microsites The various micro-sites. Email, Website Referral All
7/26/2016 15
16. Social Media Targets
Platform Language Audiences
Facebook All (except Chinese Simplified) Donors, Patients, Volunteers
Twitter English Donors, Partners
LinkedIn All Partners, Volunteers, Employees
YouTube All (except Chinese Simplified) Donors, Partners, Volunteers
Instagram English, Chinese Traditional Volunteers
AdWords English, Chinese Traditional Donors, Partners, Volunteers
Yahoo, Bing English (HK), Chinese Traditional Donors, Partners, Volunteers
Weibo Chinese Simplified Donors, Volunteers, Partners
WeChat Chinese Simplified Donors, Volunteers, Partners
Baidu Chinese Simplified Donors, Partners, Volunteers
7/26/2016 16
17. Social Media Post (Monthly)
Process Developer Description
1. Write, Determine Goal (Engage, Share, Consume, KPI?) & Audience
for Social Media Post
Global - Matt H. & Brad
SM Associate for Language
Write posts with complete text and rudimentary
graphics and place in PPT. (Any content about China is
to be approved by China team, regardless of language.)
2. Approve Global - Matt H. & Brad Provide approval to develop content.
3. Multi-Lingual Post If applicable translate into other languages. If this is
not-English translate into English.
3a. Translate SM Associate/Translator
3b. Approve Translation Marketing Chief (Regional)
4. Create & Post SM Associate Post or schedule to social media platform(s).
5. Engage SM Associate Engage with post as per social media best practices.
6. Analyze Global - Matt H. & Brad
SM Associate for Language
Report and follow-up on success of posting
7/26/2016 17
SM Associate is designated person within for social media within regional offices.
18. Social Media Post (Monthly)
7/26/2016 18
Global Social Media Posts (Monthly)
Global
SocialMedia
SocialMedia
Associate
(Translator)
Write English
SM Post,
Determine
Goal &
Audience
Translate for
Regional Offices
Create Post
Create Post
Engage
Engage
Analyze
Analyze
Translate
Post
19. Social Media Post (Monthly)
7/26/2016 19
Social Media Posts from Regional Marketing Office, Non-English (Monthly)
Global
SocialMedia
SocialMediaAssociate
(Translator)
Write non-
English SM
Post,
Determine
Goal &
Audience
Translate for
Global Offices
Create Post
Create Post
Engage
Engage
Analyze
Analyze
Translate
Post
Meets
Guidelines
Cancel Post
20. Blog Post
Process Developer Description
1. Write, Determine Goal & Audience Global - Matt H. & Brad
Content Developer
Write posts with complete text and rudimentary
graphics in Word.
2. Approve Communications Provide approval to develop content.
3. Multi-Lingual Post If applicable translate into other languages. If this is
not-English translate into English.
3a. Translate SM Associate/Translator
3b. Approve Translation Marketing Chief (Regional)
4. Write Associated SM Posts Global - Matt H. & Brad
SM Associate
This will follow the steps for Social Media Posts as part
of blog post.
4. Post SM Associate Post or schedule for blog.
5. Engage SM Associate Engage with post as per commenting practices.
6. Analyze Matt H. & Brad (or SM
Associate)
Report and follow-up on success of posting
7/26/2016 20
Content Developer can be approved person to write about approved content idea.
21. Blog Post
7/26/2016 21
Global Blog Post (8 per Month)
Global
SocialMedia
SocialMedia
Associate
(Translator)
Approver
Write English
Blog Post,
Determine
Goal &
Audience
Translate for
Regional Offices
Create Post &
Schedule
Create Post &
Schedule
Engage
Engage
Analyze
Analyze
Translate
Post
Approve
No
22. Blog Post
7/26/2016 22
Blog Post from Regional Marketing Office, Non-English (8 per month)
Global
SocialMedia
Content
Developer
(Translator)
Approver
Write non-
English Blog
Post,
Determine
Goal &
Audience
Translate for
Global Offices
Create Post
Create Post
Engage
Engage
Analyze
Analyze
Translate
Post
Approve
Cancel Post
Create SM
Posts
Create SM
Posts
Schedule
Blog & SM
Posts
Schedule
Blog & SM
Posts
No
23. Campaign
Process Developer Description
1. Develop Creative Plans to include Goal, Audience, Ad Strategy &
Budget
Global - Matt H. & Brad Exact template for this to be developed.
2. Write Copy for Page Global - Matt H. & Brad Write with complete text and rudimentary graphics in
Word and/or demo software
3. Write Associated SM Posts & Ad Campaigns (SM & AdWords) Global - Matt H. & Brad This will follow the steps for Social Media Posts as part
of blog post.
3. Approve Plans, Copy & Ad Campaigns Campaign Manager Provide approval to execute campaign.
4. Create Landing Page Global - Matt H. & Brad Create in Unbounce.
5. Approve Landing Page Campaign Manager
6. Making Landing Page Live & Schedule Posts Global - Matt H. & Brad
7. Engage, Analyze & Optimize Global - Matt H. & Brad Measure results on weekly or periodic basis and then
refine strategy and page based on results.
8. Report on Results & Lessons Learned Global - Matt H. & Brad Report and follow-up on success of posting
7/26/2016 23
33. Clicks and Conversions from Ads, Landing Pages & SB
24-Feb 26-Feb 4-Mar
Total Clicks from Landing Page to SB 8 15 21
Conversion Rate Landing Page to SB 16.33% 8.98% 2.44%
24-Feb 26-Feb 4-Mar
Total Clicks FB to Landing Page 17 91 701
Total Clicks TW to Landing Page 18 24 25
Total Clicks AW to Landing Page 14 52 134
24-Feb 26-Feb 4-Mar
Click Through Rate FB to Landing Page 0.13% 0.18% 1.17%
Click Through Rate TW to Landing Page 0.37% 0.26% 0.27%
Click Through Rate AW to Landing Page 7.41% 2.93% 2.07%
From Landing Page to SightBox
Total Clicks From Social Media to Landing Page
Click Through Rate from Social Media to Landing Page
36. Online Testing Tool Analysis
Name Integrations Capabilities Notes
Optimizely Wordpress
Google
Analytics
Adobe
Analytics
A/B Testing
Multivariate Testing
Multi-page Testing
Personalization
Analytics
Claimed to be very easy to use by Forrester with many self-
service options
Offers solutions in testing, personalization and analytics on
multiple platforms.
Product says that targeting can be performed by URL,
browser, device and geography.
Weaker in the behavioral targeting and personalization
areas according to Forrester.
Strong dashboard and monitoring capabilities
Sounds like a scalable product that works with start-ups as
well as large corporations.
Most clients seem to be in the media, product marketing or
e-commerce industries.
A leader according to a 2015 Forrester Wave report.
7/26/2016 36
37. Online Testing Tool Analysis
Name Integrations Capabilities Notes
Google Content
Experiments
Google
Analytics
Destination
Events
Session Duration
Pages Per Session
Multi-armed Bandit
Self-service
Allows you to set up an experiment where you identify
original and variation pages
Code is inserted in main page to initiate testing process.
Reports show how goals have been met.
Maxymiser N/A Personalization
A/B/N testing
Multivariate testing
Company recently purchased by Oracle
Platform is entirely self-service while providing good
customer service.
Clients are in retail, finance, travel, media, gaming and non-
profit. (Non-profits are the British Heart Foundation and
Cancer Research UK)
Provides demographic “insights” to determine what type of
visitors are using pages.
Company has offices in London, NYC and Dusseldorf.
Used by inserting a line of code in text on existing web
page.
A leader according to 2015 Forrester Wave report.
7/26/2016 37
38. Website Needs
Optimization Tool
SEO Fields
Workflow Approval for Articles
Facebook Pixels
Twitter Pixels
AdWords Remarketing Tags
Comments?
Redirects from old web pages to new
Image Captioning
Tags for Blog Articles
Dates for Blog Articles
Unbounce Conversion Tracking Scripts
7/26/2016 38