Plan, Activate, and Measure Your Content Strategy

PLAN, ACTIVATE, AND
MEASURE YOUR
C NTENT
STRATEGY Paula Keller
Director of Account
Management
WWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

SEARCH INFLUENCE
Helping customers successfully market online since 2006
Search Influence
• 90 full and part-time
employees
• 120 contract writers
• Google AdWords & Analytics
Certified Staff
• Google Certified Partner
Reputation
• 5x Inc. 5000 honoree
■ Including 2011 Inc. 500
• 2013 Inc. Hire Power Winner
• Recognized leader in search and social
for local business
• Two decades in online media
• Best Places to Work, 2014

For every 1,000 website visitors,
a nonprofit raises $612.
WHY SHOULD WEBSITE TRAFFIC
BE IMPORTANT TO YOU?
© 2016 Search InfluenceWWW.SEARCHINFLUENCE.COM @PAULALMKELLER @SEARCHINFLUENCE

YOUR WEBSITE = YOUR DIGITAL ID

ONE OF THE BEST WAYS TO BUILD
YOUR SITE’S AUTHORITY IS
CUSTOM CONTENT.

90%
of all
organizations use
content in
marketing efforts

90% 80%
of all
organizations use
content in
marketing efforts
believe custom
content should be
the focus of
marketing efforts

STEP 1
SELECT CONTENT YOU’LL CREATE

CONTENT TAKES MANY FORMS

TYPES OF CONTENT
● Photos and other images
● Videos
● Product or service descriptions
● Blogs
● White papers, guides and ebooks
● Press releases
● Social media posts

START A BLOG

82%
of marketers who blog daily
gained customers using their blog
START A BLOG

50%
of all Facebook posts are
made up of photos
GO VISUAL

GO VISUAL
© 2016 Search Influence
“The image is the new headline.”
- LinkedIn

WHY VISUAL CONTENT?
Visual language:
● Aids in decision-making
● More persuasive
● Leaves longer impression

37%
say images grab their attention and, as a result,
they give that business more consideration.
IMAGES GRAB ATTENTION

GO INFORMATIONAL

12% 800%
Publishers who use
infographics grow
website traffic 12 percent
faster than those with no
infographics.
The popularity of
infographics has surged in
recent years—increasing
by 800 percent from
2010 to 2012
FASTER SURGE

STEP 2
START A CONVERSATION
ON SOCIAL MEDIA

2.13 BILLION PEOPLE
ARE ON SOCIAL
NETWORKS

74%
of online adults use
social networking sites
YOUR CONSTITUENTS
ARE ON SOCIAL MEDIA

72% 25%31%
of online adults
use Facebook
(1,550,000,000)
of online
adults use
LinkedIn
of online
adults use
Pinterest
28% 23%
of online
adults use
Instagram
of online
adults use
Twitter

Who are you trying to reach?
● Donors?
● Volunteers?
● Media?
● Potential beneficiaries?
● Employees?
WHAT SOCIAL MEDIA CHANNELS
ATTRACT YOUR CONSTITUENTS?

Defining your target market:
● Do your donors fall into a certain income class?
● Are your services geared toward men or women?
● What is your typical donor’s age?
● Married? Family? Who makes the purchasing decisions?

Defining what makes each audience tick:
● What are your donors’ likes & dislikes?
● What are their values? What lifestyle do they lead?

USE GOOGLE ANALYTICS DATA

REVIEW EXISTING DEMOGRAPHICS

● Facebook’s audience skews younger.
● Twitter is primarily a news source for its users.
● Pinterest is great for family or parenting content.
● Instagram’s audience is primarily female ages 18-44.

FACEBOOK
Usage among seniors continues to increase, 56% of internet
users ages 65 and older now use Facebook, up from 45%.
Women are also particularly likely to use Facebook compared
with men, a trend that continues from prior years.

INSTAGRAM
Almost every demographic group saw a significant increase in
the proportion of users last year. Most notably, 53% of young
adults ages 18-29 now use the service.
Besides young adults, women are particularly likely to be on
Instagram, along with Hispanics and African-Americans.

LINKEDIN
Most popular among college graduates, those in higher-income
households and the employed (although the increase in usage by
those who are not employed to 21% from 12% in 2013 is notable).
It is the only platform where those ages 30-64 are more likely to be
users than those ages 18-29.

TWITTER
Particularly popular among those under 50 and the college-educated.
Has seen significant increases among a number of demographic groups:
men, whites, those ages 65 and older, those who live in households with an
annual household income of $50,000 or more, college graduates, and
urbanites.

YOUTUBE
YouTube reaches more adults
ages 18 to 24 than any single TV network.

START A CONVERSATION

TIP
ORGANIZATIONS WHO HAVE A
SOCIAL MEDIA PLAN ARE
SIGNIFICANTLY MORE EFFECTIVE.

SOCIAL MEDIA GOALS
● What types of content will you post and how often?
● How does the audience (and content) differ by platform?
● What do you want to accomplish with each platform?
SAMPLE GOALS
○ LinkedIn: Attract volunteers from companies
○ Facebook: Connect with those you help and attract donors
○ Twitter: Connect with local influencers to potentially help
your cause

DEVELOP A CONTENT CALENDAR
Take time at the beginning of each month to write
and plan out your social media posts.

FACEBOOK SCHEDULER

THERE’S ALSO HOOTSUITE

STEP 3
TRACK YOUR EFFORTS

FACEBOOK
INSIGHTS

TWITTER
ANALYTICS

GOOGLE
ANALYTICS

TWITTER

STEP 4
SPEND A LITTLE MONEY
PROMOTING YOUR
IMPORTANT POSTS

2M 80%
active
advertisers on
Facebook (and
most are small
businesses)
of Facebook’s
new advertisers
started by
paying for
promoted posts
a day is the
average spent
by small
businesses on
Facebook
$5-$50

WITH FACEBOOK LOCAL
AWARENESS ADS, YOU CAN
TARGET LIKE A BOSS.

6500 Magazine Street, New Orleans, LA

ON LINKEDIN

ON PINTEREST

IMPROVE TARGETING BY
CREATING
LOOKALIKE AUDIENCES

FACEBOOK CUSTOM AUDIENCES

FACEBOOK CUSTOM AUDIENCES:
EMAIL LISTS + LOOK ALIKE

SO, HOW DO YOU GET
EMAIL ADDRESSES?
ASK AT EVERY TOUCHPOINT
● When someone calls to ask a question
● When someone is purchasing something
at an event
● When someone is filling out an online
form, make the email address field
required
● Newsletter signup on website
ASK. ASK.ASK. ASK.

SO, ABOUT THAT
WEBSITE...

MUST MEET THE USER’S EXPECTATIONS
Website Owner
● Cool, wow factor
● Pride, opinion
● Marketing jargon
● Lots of traffic
Website User
● Helpful, easy, intuitive
● Professional, trustworthy
● Practical, utility, accessible
● Just help me

TOP 5 ACTIONS TAKEN
ON NONPROFIT WEBSITES
1: Connect to social media platforms
2: Donate to the nonprofit organization
3: Read recent blog posts
4: Sign up to receive a newsletter
5: Sign a petition

WEBSITE TIP
Compile the
top 10 questions
you or your staff are
asked. Does your
website answer
all 10?

MAKE SURE TO TELL THE USER
WHAT ACTION TO TAKE

STEP 5
OPTIMIZE YOUR WEBSITE
SO THAT YOUR CONTENT
RANKS HIGHER

#1: ADD TITLE TAGS TO
YOUR WEBSITE PAGES

#2: MAKE SURE YOUR WEBSITE PAGES
HAVE META DESCRIPTIONS

WEBSITE TIP
Include topics
and keywords in
title tags and
meta descriptions

#3: FIX BROKEN LINKS

#4: MAKE YOUR WEBSITE
PAGES QUICK
TO LOAD

#5: YOUR SITE MUST BE
MOBILE FRIENDLY

MOBILE-FRIENDLY WEBSITE TEST
Check your website using Google’s handy mobile friendly
test: https://www.google.com/webmasters/tools/mobile-friendly/

THANK YOU!
QUESTIONS?
WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE

APPENDIX

AGENDA
● Why Online Marketing?
● Content Marketing 101
○ Create Content, Start a Conversation
● What Makes a Great Website?
● How to Optimize Your Website

WHY ONLINE
MARKETING?

60%
of all organic search clicks go to the
top 3 results on Google.
WHY ONLINE MARKETING?

75%
of Americans
use search
engines on a
regular basis

56%
of Americans
use search
engines every
day
75%
of Americans
use search
engines on a
regular basis

56% 40%
of Americans
use search
engines every
day
of searches
are for local
businesses
and services
75%
of Americans
use search
engines on a
regular basis

13 TIMES
more likely to generate
a positive marketing ROI
START A BLOG
WWW.SEARCHINFLUENCE.COM @PAULAMKELLER @SEARCHINFLUENCE © 2016 Search Influence

60%
of consumers are more likely to consider or contact
a business that has an image show up in local search results.
IMAGES MAKE
YOUR BUSINESS STAND OUT

46%
admitted they can’t live without their smartphones,
according to the Pew Research Center.
SMARTPHONE ADDICTION

97%
of those ages
18 to 29 use
smartphones
for Internet
use
ages
18-29

97% 90%
of those ages
18 to 29 use
smartphones
for Internet
use
of those ages
30 to 49 use
smartphones
for Internet
use
ages
18-29
ages
30-49

97% 90% 80%
of those ages
18 to 29 use
smartphones
for Internet
use
of those ages
30 to 49 use
smartphones
for Internet
use
of those ages
50+ use their
smartphone
for getting
online
ages
18-29
ages
30-49
ages
50+

#5: ADD SCHEMA
HTML markup that webmasters add to web pages
to make them more easily readable
and understandable by search engines

+4
rank 4 positions higher on average
PAGES WITH SCHEMA
VS. PAGES WITHOUT SCHEMA

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