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Your Nonprofit is using
the InternetWrong
(and what to do about it) 
@JamesHutto | @ValeoMarketing 2013
Hi, I’m James
I work at Valeo
a digital marketing agency
I used to be
a computer nerd
I used to be
a computer nerd
a server engineer
I used to be
a computer nerd
an server engineer
a web developer
Now I rock online
marketing for clients in
the U.S. & internationally
...and sometimes I
play a little bass
Agenda
[wake up]
Intro, Overview
Overarching themes
Site Review
- coffee -
Here's what I need
What do you need from this?
My
nonprofit
chops
Nonprofit Challenge
#1Limitations
Nonprofit Challenge
#2Doing more
with less
Nonprofit Challenge
#3The Internet has
given everyone
A.D.H.D
Overarching Themes
“
Good marketing is just
telling a compelling story
that compels an action
Me
(yeah, that’s right... quoting myself)
17
Realize the power of visual
18
KnowYour Audience
“
If you cannot measure it,
you cannot improve it.
Lord Kelvin
(SirWilliamThomson)
Pop Quiz:(not really, but I do want you to write it down for me)
1) What grade do you give your organization's
digital marketing efforts?  
2) What's your biggest marketing challenge, or the
thing that's holding you back from a better grade? 
Time to grade yourself!
Let's take a look at an example
Funnels & Calls-to-Action
Mobile friendliness is
important
How are you doing?
How to test your
website’s mobile behavior
(the easy way)
(If you’re not using Chrome, get with the program)
See this post on our blog for instructions:
http://www.valeomarketing.com/blog/pretty-awesome-tool-for-
testing-mobile-websites-in-chrome/
Up Next
Site Audits
- break -
Email Marketing
Content Marketing
Site Audit
Website Audit
This Site Audit is a tool
designed to illuminate the
performance and SEO errors
found on your website.
This can be quite technical,
so I need to know much
detail to go into...
If you didn’t receive your
audit, or would like to signup
for this $499 free offer:
http://www.valeomarketing.com/nonprofit-site-audit/
I need 2 or 3 volunteers
Who’s willing to throw your
site on the chopping block?
Let’s dive into your audits
Some basics on meta
Meta information can
have a significant impact
on click-through rates, as
well as SEO
Title70 chars
MetaDescription
156 chars
How are we doing?
Too technical, or keep going?
Let's talk about
Email Marketing
ROI is 4000%
$40.56 for every $1 spent
2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590
Email Marketing
“Most people are hesitant to
email often. Don’t be.
Message your lists as often as
you can provide value to them.
Me
(yeah, that’s right... quoting myself)
Email Marketing
vs.
Email Nurturing
Reach
Generic
“ONE TO MANY”
Email marketing is used to
communicate general
information to a broad
audience for informational
purposes
Targeted
“ONE TO ONE”
Nurturing provides the right
content to the right person
at the right time.
Nurturing gets 4-10x the
response rate over stand-
alone email
* DemandGen Report
*Data pulled from Email Marketing vs. Lead Nurturing infographic from MarketStar
Email Marketing vs. Email Nurturing
Focus
Broad
“SAME TO ALL”
Blast emails typically
contain the same content
and CTA’s no matter whom
the audience is or what
stage they are in.
Email Marketing vs. Email Nurturing
Custom
“PERSONALIZED”
Communicates relevant,
educational content
personalized to the recipient’s
role, interests and activity
profile
Relevant emails drive 18x
more revenue than broadcasts.
* Jupiter Research
If you aren't already segmenting your
email list to improve the relevancy of
your email marketing, you should be
You need to ensure that you have these setup for
all email services to increase deliverability.
Many email providers and spam filters will
automatically send your messages to junk if they
are not setup, or are configured incorrectly.
http://mxtoolbox.com/spf.aspx
AWord on Email Deliverability:
SPF and DKIM
Tell me about your efforts
Content Marketing
“Good marketing is just
good storytelling
Remember...
How will you “Feed the Beast”
Blogging
Extremely difficult and time-consuming to create
new content, but the payoffs are undeniable.
All anyone has to judge you by is (usually) the
content that you put out there for them. 
If you don’t tell your story, who will?
Setup Google Authorship!
Users are more likely
to click, even if you
don’t rank as high
Up Next
Social Media
Retargeting
Action plan
- End -
Social Media
Didn’t prepare a ton here, because I’m assuming most you
have already heard it by now.
Faceb,ooo,ooo,oook
Let’s talk about
• 1,300,000,000+ users
• 250,000,000 photos ↑ daily
• 25% = 5x per day
• 1 in 5 pages views (U.S.)
Sources: http://www.zdnet.com/blog/facebook/facebook-accounts-for-1-in-every-5-pageviews/8491
http://www.empowernetwork.com/internetmarketerhq/blog/37-jaw-dropping-facebook-facts-2013-shocking-facebook-facts-about-users-founders-money/
Faceb,ooo,ooo,oook
This algorithm hides boring stories, so if your
story doesn't score well, no one will see it.
Shareholders want a return... and
Facebook is an advertising platform
They want you to pay for more exposure, so ignore
Edgerank improvement and you’ll pay for it (literally)
This is a paid ad...
but can you guess
how it’s different?
What other social media to hit?
Retargeting
You’re a bonehead if you’re not investing in retargeting. It’s the kind
of precise targeting power that marketers dream of.
Harness it.... now!
If you could send a specific message to someone who looked at a
page on your site but did not take an action, what would it be?
Retargeting in Action
Visited this website
to check out their
offering
Ads can be targeted
anywhere on Google’s
Ad Network
(and beyond)
Ads can also be
retargeted to users
on Facebook.
You’re seeing more of
these than you may realize
This can be as broad or as
granular as you want
For example:
Visit our
Nonprofits page
And you’ll see ads
that talk about
Nonprofit experience
Visit our Memphis
Web design page
And you’ll see ads
that talk specifically
about web design
(and Memphis)
Create your
Action Plans
This is the next-to-last sheet in your packet.
Connect	
  &	
  ask	
  me	
  anything)
	
   James	
  Hu5o
Managing	
  Project	
  Director
Valeo	
  Online	
  Marke>ng
516	
  Tennessee	
  Street
Memphis,	
  TN	
  38103
Tel:	
  800.647.4552	
  x704	
  	
  
james@valeomarke>ng.com	
  
valeomarke>ng.com/nonprofits
@JamesHu5o @ValeoMarke>ng
Connect	
  with	
  me!
Follow Us.our social links
FACEBOOK
FACEBOOK.COM/VALEOMARKETING
TWITTER
TWITTER.COM/VALEOMARKETING
BLOG
VALEOMARKETING.COM/BLOG

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