Bob Burch, digital media supervisor with Martino Flynn, spoke at the Ad Council of Rochester on 10 important things that non-profits should know about digital marketing.

1. Is Digital Right For My Business?
Bob Burch, Digital Media Supervisor
bburch@martinoflynn.com
9.25.2012

2. YES!!!

3. Website

4. Search Engine Marketing
Website

5. Search Engine Marketing
Website
Mobile Marketing

6. Search Engine Marketing
Website
Mobile Marketing
Social Media

7. Today’s Agenda:
Ten Steps to Digital
Marketing Success

8. #1:
Metrics That Matter--
Identifying &
Measuring KPIs

9. Example: Buffalo Bills
Which site performed better?
ESPN.com NFL.com
Impressions 1,000,000 Impressions 1,000,000
Clicks 1,495 Clicks 1,789
CTR 0.15% CTR 0.18%
Cost $10,000 Cost $10,000
CPC $6.69 CPC $5.59
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10. Example: Buffalo Bills
What about now?
ESPN.com NFL.com
Impressions 1,000,000 Impressions 1,000,000
Clicks 1,495 Clicks 1,789
CTR 0.15% CTR 0.18%
Cost $10,000 Cost $10,000
CPC $6.69 CPC $5.59
Ticket Purchases 75 Ticket Purchases 54
CPA* $133.33 CPA* $185.19
* CPA = Cost per action (in this example, cost-per-purchase) 7

11. Clicks & Visits Tell Us Very Little
2%
2%
1.5%
1%
0.5%
0.5%
0.1%
0.02%
0%
B2C Banner Ad B2B Banner Ad Paid Search Ad Social Media Ad
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12. Clicks & Visits Tell Us Very Little
• Clicks are contrary to every other
media effort:
• Your goal should be to measure
results.
• How?
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13. Clicks & Visits Tell Us Very Little
• Clicks are contrary to every other GOOGLE ANALYTICS
media effort:
• Your goal should be to measure
results.
• How?
9

14. Delivering ROI - Establish KPIs
• KPI = Key Performance Indicator
• Any measurable action that indicates whether a campaign or tactic was
successful
• Step 1 = Define Objectives
- Branding or Direct Response?
- Be specific
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15. Delivering ROI - Establish KPIs
• Step 2: Establish Key Performance Indicators (KPI’s)
• Example #1: Monroe Community College
- Objective: Increase enrollment at MCC
- KPI: application downloads
• Example #2: Salvation Army
- Objective: get clothing donations
- KPI: lookup drop-box locations
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16. Metrics & KPI’s
• Direct Response Metrics
- Click / Click Rate
- Actions / Conversions
- Cost per Action (Applications, Registrations, Downloads, Surveys, Sales, etc.)
• Branding Metrics
- Awareness*
- Brand Favorability*
- Purchase Intent
• Other important metrics
- Unique Visitors
- View-throughs
* Require third-party research - additional out-of-pocket costs 12

17. #2:
Harnessing the
Power of
Incentives

18. “An incentive is a bullet, a lever, a key: an often tiny
object with astonishing power to change a situation.”
-Economist Steven Levitt, co-author of Freakonomics

19. Example: MF Lunch & Learn
• Lunch & Learns offer a great opportunity for employees to learn
about other disciplines offered by the agency.
Lunch & Learn Lunch & Learn
Presentation #1 Presentation #2
% of Employees: 36% % of Employees: 54%
What changed?
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20. FREE PIZZA!

21. #3:
Understanding SEM--
Is Your Website
Easy to Find?

22. What is SEM?
• Search engines are generally the
#1 source of traffic to most
websites.
• Because of this, a strong search
Search Engine Marketing (SEM)
strategy is essential to the
success of your site.
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23. Understanding SEM & SEO:
What do they mean for your organization?
Stephanie Garvia, Program Manager
Digital Marketing Academy
9.25.11

24. What is Search Engine Marketing (SEM)?
• SEM is the umbrella term for any strategy used to increase visits to
a website from a search engine.
• Includes SEO & PPC Ads (Pay-Per-Click).
• Examples of PPC: Google AdWords, Yahoo! Bing Network
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25. What is Search Engine Optimization (SEO)?
• “The practice of improving and promoting a website to increase
the number of visitors the site receives from search
engines.” (SEOMoz)
• SEO is intended to help improve a website’s performance in
organic/natural search results – not paid.
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26. What Determines Page Rank?

27. What Determines Page Rank?
• SEO: Content, Relevance, Popularity, Design
• PPC (Pay-Per-Click): Keyword Selection, Ad/Campaign quality,
Competitors, Budget
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28. Why is SEM & SEO Important?
• According to a Burke 2011 report, 76% of respondents said that
they used search to find local business info, and 67% had used
search engines in the past 30 days.
• Being listed at or near the top of search results not only provides
the greatest amount of traffic but also instills trust in consumers
as to the worthiness or importance of the site.
(SEOmoz)
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29. Why is SEM & SEO Important?
• In a recent survey of givers in the Rochester area (Rochester Gives),
36% of people said that they gave online.
• In that same survey, people who gave online were found to give
the highest amount (on average) when compared to other
channels of giving.
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30. Which one should you use?
• Your main goal should be to make sure that your site is easily
found by the people who are looking for it.
- (People who are looking information on your organization, or the services or
programs provided.)
• Ideally, a combination of both SEO & PPC is preferred.
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31. Which one should you use?
SEO PPC
• Your site should always be • Drives traffic to the site while in
optimized for the fundamental the process of optimization.
services your org. provides. • Useful for the promotion of events
• 75% of users will click on an or special services that may be
organic listing over a paid one. temporary or part of a campaign.
• Google Grants makes it easy for
NFPs to afford.

32. #4:
Finding The
Right
Keywords

33. Understanding the Search Process
• People do not search to browse the Web; they are seeking an
answer to a question.
• Your website needs to provide that answer.
• Keywords can take many shapes:
The actual question Where do I find a plumber?
The answer to the question Boston Plumbers
Description of the problem Flooded Basement
Description of the cause Broken Pipes
Source: Certified Knowledge
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34. Types of Search Queries
• Informational: doing research
(“HDTV vs. Plasma”) 25.0%
• Transactional: ready to buy
(“Buy HDTVs Online” or 7.5% 60.0%
“Samsung PN58B550”) 7.5%
• Navigational: looking for a
specific site (“BestBuy.com”)
Informa(onal Transac(onal
Naviga(onal Ambiguous
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Source: Jansen et al. (2008)

35. Tools for Keyword Discovery
SEOmoz Term Extractor
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36. Tools for Keyword Discovery
Google Adwords Keyword Tool (FREE)
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37. Tools for Keyword Discovery
SEOmoz Keyword Difficulty
33

38. Which Keywords are the Right Keywords?
• Varies from business to business due to a number of factors:
- Tactic (PPC vs. SEO)
- Budget
- Conversion rates
- Goals
• The key is to find the right combination of keywords that will help
you reach your goals.
- Test
- Optimize
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39. #5:
Building A
Search-Engine Friendly
Website

40. User-Friendly = Search-Friendly
• Search engines are focused on offering up the most relevant
results for their users, not just the sites that optimize the best.
• User-friendly = Future-Proof
• User-friendly = repeat visitors, repeat customers, and high ROI
(return on investment).
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41. Principles of Search Engine Optimization
• Architecture and design:
- Give search engine spiders easy, user-friendly
access to content through the site and page
architecture.
• Quality content:
- Keyword-focused: use words and phrases
commonly searched by your target audience.
- Leads to link popularity: increase the number of
objective, third-party, quality sites linking to your
content.
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42. Wordpress
• Easy to create / update
• Lots of themes available
• Search-friendly
• Blogging
• Many plugins:
- Google Analytics
- Google Webmaster Tools
- SEO Guides
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43. On-Page Optimization Tactics
• Each page should have an individual theme, with relevant phrases
used in key locations:
- URL
- Page Title
- Headline (H1 & H2)
- Body Copy
• Other items to consider:
- Meta-descriptions: short description of the page, only visible on Search Engine
Results Pages (SERPs)
- Alt-tags: 1-2 word description of any images to help them rank well in Google
Image Search
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44. Wordpress
•Yoast WordPress SEO Plugin
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45. Content Optimization for PR

46. Content Optimization for PR
Title
includes
relevant
keywords

47. Content Optimization for PR
Title
includes
relevant
keywords
Optimized
copy with
embedded
outbound
links and
inbound
links

48. Tools for Monitoring Performance
On-Page Optimization Reports
Weekly Crawl Reports
Rankings Reports
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49. #6:
Optimizing Listings
In Local Online
Directories

50. Google Emphasizes Local Results
44

51. Google Places = Google+ Local
45

52. Verify & Edit Your Listing
46

53. Business Listing Aggregators
47

54. #7:
Defining Your
Mobile Website
Strategy

57. Think About User Experience
• Can someone easily complete all key tasks on your website while
on a SmartPhone?
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58. Defining Your Mobile Strategy
• Option 1: Separate entities
52

59. Defining Your Mobile Strategy
• Option 1: Separate entities
52

60. Defining Your Mobile Strategy
• Option 1: Separate entities
+
52

61. Defining Your Mobile Strategy
• Option 1: Separate entities
+ +
52

62. Defining Your Mobile Strategy
• Option 1: Separate entities
+ +
$$ EXPENSIVE $$
52

63. Defining Your Mobile Strategy
• Option 2: Responsive design
53

64. Defining Your Mobile Strategy
• Option 2: Responsive design
53

65. Defining Your Mobile Strategy
• Option 2: Responsive design
RECOMMENDED
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66. #8:
Getting the Phone
To Ring With
Mobile SEM

67. Mobile SEM Best Practices:
• Tip #1: Verify and optimize your Google+ Local Business
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68. Mobile SEM Best Practices:
• Tip #2: Develop a website using responsive design
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69. Mobile SEM Best Practices:
• Tip #3: When choosing keywords for mobile campaigns, use shorter
phrases
- Most search terms on mobile devices are only 1 or 2 words
- For example, “find local volunteer opportunities” would become “volunteer”
57

70. Mobile SEM Best Practices:
• Tip #4: Add a separate mobile search campaign to your existing
Google Adwords program (pay-per-call)
58

71. Mobile SEM Best Practices:
• Tip #5: Monitor analytics closely to improve the site (bounce rate,
time spent, load times)
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72. #9:
Monitoring Social
Media--What Tools Are
Available?

73. HootSuite
• Post content across multiple social networks from a single platform. Features
include:
- Track mentions about of your organization
- Mobile apps that allow users to monitor and post from mobile devices on-the-go
61

74. FollowerWonk (SEOmoz)
62

75. Facebook Insights
63

76. Google Alerts
64

77. Google Analytics - Social
65

78. #10:
5 Recent Facebook
Enhancements for
Nonprofits

79. 5 Facebook Enhancements for NFPs
• #1: New App Center launched, “Giving” category dropped
- Lifestyle > Causes
- Lifestyle > Livestrong
- Utilities > Petitions
Source: Nonprofit Tech 2.0--A Social
Media Guide for Nonprofits
67

80. 5 Facebook Enhancements for NFPs
• #2: New Facebook Managers App (update on-the-go)
Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits 68

81. 5 Facebook Enhancements for NFPs
• #3: Schedule status updates in advance
Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits 69

82. 5 Facebook Enhancements for NFPs
• #4: Increase exposure with Promoted Posts
Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits 70

83. 5 Facebook Enhancements for NFPs
• #5: Ability to translate status updates using Bing
Source: Nonprofit Tech 2.0--A Social Media Guide for Nonprofits 71

84. Relevant Resources
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85. Relevant Resources
• How to Verify Your Google+ Local Page:
- http://www.martinoflynn.com/blog/2012/09/21/ten-steps-to-
take-control-of-your-google-business-page/
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86. Relevant Resources
• How to Verify Your Google+ Local Page:
- http://www.martinoflynn.com/blog/2012/09/21/ten-steps-to-
take-control-of-your-google-business-page/
• Other Great blogs and resources:
- SEO Moz: http://www.seomoz.org/blog
- iMedia Connection: http://www.imediaconnection.com/
- Search Engine Land: http://searchengineland.com/
- Search Engine Watch: http://searchenginewatch.com/
- Internet Marketing Glossary: http://www.laredogroup.com/
free-tools-resources/index.asp
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87. Questions?

88. To learn more about Martino Flynn, visit us at martinoflynn.com, read our blog, join us
on Facebook, follow us on Twitter, or tune in to our YouTube channel.
Any further questions? Need help? Contact me at bburch@martinoflynn.com
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