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Targeting Your Message


       Presented:
      June 7, 2012
Targeting Your Message


●   Who is Your Audience?
●   What is Your Message?
●   How Can You Get Them to Hear You?




                            Message     Data   Test   Start
Leverage Information


●   Everything online is measurable
●   Use data to see:
    ● What your audience wants to hear from you
    ● When they want to hear it
    ● How they want to receive it
    ● Make sure you know what you want them to do (i.e., what is
       success for your organization?)




                          Message        Data        Test          Start
What's Your Message?


●   Integrate Google Analytics with your org's goals
●   Use search terms to gauge interest
    ● Good: Terms match goals
    ● Else: Learn from analytics




                           Message         Data        Test   Start
What's Your Message?




             We don't know...
           But we can find out.



                   Message   Data   Test   Start
Data Will Tell You


●   Test, test, test
    ● Days
                                                URL Structure
    ● Times                                     Helps search engines
                                                and people
    ● Subject lines                             understand how each
                                                page fits into the
                                                overall site
    ● Images
    ● Calls to action




                        Message   Data   Test              Start
Action Items


●   Test, test, test
                                                         Best time to email
    ● Days
                                                         Best time
    ● Times                                              to email:

    ● Subject lines                                      Sunday
    ● Images                                             morning

    ● Calls to action
●   How does email look on your phone?
    ● 68% of smartphone owners use Web or email
        on their handhelds on a typical day


                           Message        Data    Test               Start
Getting It Done


●   Set goals
    ● Build a team
    ● Divide responsibilities
    ● Instill best practices
    ● Measure results


●   Make sure people understand why you're doing this




                               Data    Message          Test   Start
Thank You!

   Josh Fialkoff
  (617) 500-3450
 forwardjump.com



 Data       Message   Test   Start

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Targeting your message 6 10-12

  • 1. Targeting Your Message Presented: June 7, 2012
  • 2. Targeting Your Message ● Who is Your Audience? ● What is Your Message? ● How Can You Get Them to Hear You? Message Data Test Start
  • 3. Leverage Information ● Everything online is measurable ● Use data to see: ● What your audience wants to hear from you ● When they want to hear it ● How they want to receive it ● Make sure you know what you want them to do (i.e., what is success for your organization?) Message Data Test Start
  • 4. What's Your Message? ● Integrate Google Analytics with your org's goals ● Use search terms to gauge interest ● Good: Terms match goals ● Else: Learn from analytics Message Data Test Start
  • 5. What's Your Message? We don't know... But we can find out. Message Data Test Start
  • 6. Data Will Tell You ● Test, test, test ● Days URL Structure ● Times Helps search engines and people ● Subject lines understand how each page fits into the overall site ● Images ● Calls to action Message Data Test Start
  • 7. Action Items ● Test, test, test Best time to email ● Days Best time ● Times to email: ● Subject lines Sunday ● Images morning ● Calls to action ● How does email look on your phone? ● 68% of smartphone owners use Web or email on their handhelds on a typical day Message Data Test Start
  • 8. Getting It Done ● Set goals ● Build a team ● Divide responsibilities ● Instill best practices ● Measure results ● Make sure people understand why you're doing this Data Message Test Start
  • 9. Thank You! Josh Fialkoff (617) 500-3450 forwardjump.com Data Message Test Start