This document outlines online marketing strategies for nonprofits and small businesses. It discusses using search engines like Google for organic listings and paid search (PPC) ads. Social networks like Facebook are covered for communicating with supporters and viral marketing. Web analytics can provide free research on what content and messages are most effective. Email is still the top online activity so lists tips for effective nonprofit email marketing. Mobile strategies are also important as more people use smartphones. The presentation concludes by highlighting free online services for nonprofits and emphasizes testing different tactics.

1. NONPROFIT & SMALL BUSINESS
ONLINE MARKETING STRATEGIES
Presented:
October 11, 2011
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2. ONLINE MARKETING I?
WHO AM STRATEGIES
What we’ll cover:
 Search Engines
 Facebook & Other Social Networks
 Web Analytics
 Email
 Mobile/Smartphones
 Nonprofit Freebies
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3. WHO AM I?
 Online Marketing Director
 Web Content Veteran
 SEO, PPC, Social Networking
 AdWords Certified with Web Analytics Focus
 Journalism Background
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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
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5. ONLINE TACTICS FOR YOUR ORGANIZATION
 Search engines
 Social networks
 Facebook (yes, it gets its own bullet!)
 Mobile/Smartphones
 Email
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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
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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
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8. Search Engines
Show up higher on Google for strategic keywords
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9. SEARCH ENGINES: “ORGANIC” LISTINGS
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10. SEO: HOW DOES GOOGLE DECIDE?
 Rankings earned—
NOT bought!
 Long-term
branding endeavors
 Secret formula
(like Coke!)
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11. PPC: PAY PER CLICK (PPC) OVERVIEW
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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
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13. Web Analytics:
Free research on what works and what’s a waste
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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
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15. ANALYTICS: WHERE ARE YOUR BEST VISITORS?
View by:
 State
 City/Town
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16. WEB ANALYTICS: WHERE LEADS DROP OUT
Spot
weaknesses in
message,
presentation
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17. WHAT IS SUCCESS?
And how do we measure it?
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18. Success
=
Conversions
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19. CONVERSIONS
Completion of actions showing
deeper interest/engagement in
your organization
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20. ENGAGEMENT FUNNEL
Not leaving
Viewing more pages, longer
Registering
Returning a lot
Following/friending
Commenting on content
Sharing on social networks
Subscribing to a feed
Posting content
Joining/Buying
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21. ENGAGEMENT FUNNEL
Goal:
Move people
down the funnel
(i.e., get people more
engaged)
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22. ENGAGEMENT FUNNEL
Measure how many
people progress
how far down
engagement funnel
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23. Social Networks
Get your fans to do your marketing for you
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24. SOCIAL NETWORKNG OVERVIEW
 Communicate directly with peers, prospects, donors
 Viral marketing: friends tell friends
 Low barrier to entry
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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
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26. WHAT TO DO WITH FACEBOOK
 Educate
 Excite
 Enlist
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28. Email marketing
Not sexy, but it works
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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
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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
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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?
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32. Mobile Marketing
Smartphones change how people get info
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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
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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
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35. NONPROFIT SERVICES
 Google, many others offer discounts, credits for 501c3s
 Google Grants: AdWords credits
 Network For Good: Online fundraising service
 Firstgiving.com: 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)
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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
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37. THANK YOU!
Josh Fialkoff
617-500-3450
@joshfialkoff
Fialkoffconsulting.com/Profit
Fialkoffconsulting.com/Profit
Fialkoffconsulting.com/NonProfit
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