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Rev Up Your Nonprofit, Small Business Revenue With E-marketing

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Agenda

• The basics on how to chose a medium• Email: an oldie, but a goody• Search• Social media: can we talk?

• The big picture• Start with the basics

• Online surveys• Measure, tweak and try again

• The basics on how to chose a medium• Email: an oldie, but a goody• Search• Social media: can we talk?

• The big picture• Start with the basics

• Online surveys• Measure, tweak and try again

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The Marketing Landscape Is Changing

Traditional Marketing E-marketing

Message pushed to consumer

One-way message

Interrupts

Company generates content

Hard to measure results

The consumer pulls message

Two-way, interactive

conversation

Permission-based, engages

Company /user generate

content

Real time metrics

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Don’t Surrender: Choosing a Medium Hasn’t Changed

• What do you hope to achieve?• Whom do you want to reach?• Where can you reach them?• How much can you spend?

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Email: An Oldie, But a Goody

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Poll

Do you follow email best practices?• Do list maintenance (if you subscribe to a service, chances are

they do it for you)• Have a call to action or solve a problem in the subject line• Have subscribers opt in• Segment and test• Short subject line• Use your from line

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Why Email?

• Effective• Broad reach• Targeted• Permission based• Data on its effectiveness• Affordable• Quick and easy

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Email Marketing Tips

• Build your own list by offering free things

• Focus on your headline• Keep your list clean• Segment and test

by ilamont.com

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E-newsletter Case Study: Scotts Miracle-Gro Company

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• First Bullet– Second level

• Third level– Fourth level

» Fifth level

Questions

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Search

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Poll

Do you optimize your website content for the search engines?• Yes • No

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Fish Where the Fish Are

• The big 3 reach 85% of Internet users:- Google 63%- Yahoo 19%- MSN/Bing 13%

(Source: comscore)

• 75% of traffic is from organic not paid links

Source: MarketingSherpa & Enquiro Research

Organic 75%

Paid 25%

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Search Engine Optimization: Tips

• Use words prospects would use to search for you

• Ensure Web pages are accessible to search engines

• Incoming links, especially from heavily trafficked sites

• Fresh content that’s not duplicative• Use target keyword 4 Xs on a

page with 500 words• Add media: images, podcast,

video, pdf/word docs

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Search Engine Optimization Tips

• Not enough to be high on search engine to page, people must click through to your page. Write meta descriptions that entice people

• Use different pages to target different keywords

• Think upward and to the left• Use keywords in title,

subheading, links , bolded words and image, video alt text

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Meta Data: Tips

• Title tag: 90 character tops, 65 with keywords on the left

• Focus on 1-2 keyword phrases per page

• Meta description: 150 characters. Used to describe the site in search results. NOT used for rankings. Helps with click through

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Search Has Gotten More Complicated

NA

NA

NA

NA

16%

33%

NA

33%

31%

36%

43%

53%

48%

47%

83%

5%

7%

7%

9%

11%

15%

16%

16%

20%

22%

26%

30%

31%

39%

61%

Twitter

Blog post

Radio ad

Online forum or discussion group

A banner ad

A news story

Social networking site

A television advertisement

A promotional email

Print advertisement

Word of mouth

A link from another Web site

Email from a friend or family …

Typed the Web address/URL

Search engine results

Ways People Find Websites

2010 2004

Source: Forrester Research

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Do It Yourself Online PR

• 64% of journalists report that they use either Google or Yahoo! online news services to follow the news.

• PRweb, a paid service that gets picked up by the online news services

• News releases helps with backlinks. These are free services:

• www.dbusinessnews.com • www.prlog.org• www.pressreleasepoint.com• www.sbinformer.com• www.bizsugar.com• www.csrwire.com

Source: EKgroupInternational/Bulldog Reporter Study September 2008.

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• First Bullet– Second level

• Third level– Fourth level

» Fifth level

Questions

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Social Media: Can We Talk?

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Social Media Landscape

•Spread the word•Enhance creditability •Create a community•Build connections•Advertise

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How Does Use of Social Media Between Small Businesses and Nonprofits

41%

70%

78%

87%

88%

68%

60%

60%

96%

78%

YouTube

Blogs

LinkedIn

Facebook

Twitter

Use of Social MediaSmall Businesses vs. Nonprofits

Nonprof its Small BusinessesSource: 2010 Social Media Marketing Industry Report: How Marketers Are Using Social Media to GrowTheir Businesses by Social Media Examiner; Nonprofits and Social Media: It Ain't Optional by Ventureneer and Caliber

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Questions to Ask Yourself Before Moving Forward

• Is your target market using social media

• Which ones?• Who will be doing your social

media tasks?• How much time do you have to

devote to social media?• Can you eliminate anything to

make room for doing social media?

• Can you stand the heat, if you get unfavorable comments?

• Can you tolerate failure, if things don’t go as planned?

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Before You Leap, Listen

• Who’s talking?• What’s being said?• How is it being said (tone)?• Are there patterns in what’s

being said?

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Why Blog?

• Quick and easy• Inexpensive• Search engines love blogs• Establish credibility• Manage reputation• Appear accessible • Builds awareness• Differentiates you• Exploits a niche• Builds a community

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Blogging Tips

• Post 1 to 3 times a week– Original articles – Tips– Comment on news and other

blogs– Encourage contributions by

asking questions

• Be unique: Let your personality and company values show

• Write content that people will reference

• Be patient

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Why Twitter?

• 190 million users • Tweeting 65 million times a day

– Generates traffic and leads– Gets you in front of high profile people– Establishes you as thought leader– Engages your market– Improves search engines rankings– Market research– Get answers to questions– Reputation management

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Why Facebook

• 500 million+ users– Build brand– Engage customers– Drive traffic to your site– Lead generation– Increase customer loyalty– Viral effect– Advertise to niches

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Why LinkedIn?

• 70 million users • Business tool

– Increase your visibility– Use for prospecting– Establish creditability – Conduct competitive intelligence– Improve search engine results– Get recommendations– Check people out before you meet them

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Why YouTube or Other Video Service?

• Exceeds 2 billion views per day– Demonstrate your product– Multi sensory– Emotional– Reinforce your message in a

different format– Improve search engine ranking– Viral effect

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What Are You Afraid Of? use the chat

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Hungry for More Feedback

• Determine purpose of survey• Determine your sample• Determine sample size• Identify sponsor or not?• Write a questionnaire that gets

answered• Organize the questionnaire• Increase response rates

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• First Bullet– Second level

• Third level– Fourth level

» Fifth level

Questions

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Measure

• Reach– Visits, page views– Connections, Followers, Friends– Review, comments– Inbound links

• Engagement and Influence– Bounces– Click throughs– Number and quality of comments– Retweets– Sentiment

• Action and Insight– Leads– Customer satisfaction level

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Measurement Guidelines

• Focus on measuring what matters

• Focus on what can be counted in a practical and affordable manner

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• First Bullet– Second level

• Third level– Fourth level

» Fifth level

Questions

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Resources

• Social Media for Your Nonprofit: Take Chargehttp://ventureneer.com/sites/default/files/ebooks/ventureneer-socialmedia-nonprofits-take-charge.pdf

• E-mail Marketing Best Practiceshttp://www.clickz.com/type/column/category/email-strategy/email-marketing-best-practices

• SEO Best Practices: 20 Questions http://www.clickz.com/clickz/column/1699948/seo-best-practices-questions

• LinkedIn– LinkedIn for Nonprofit Organizations – Small Business Owners, Freelancers, Consultants: Keep Your Project Pipeline Full Using Lin

kedIn

• The Twitter Guidebook http://mashable.com/guidebook/twitter/

• Facebook– http://mashable.com/guidebook/facebook/– http://ventureneer.com/webclass/will-facebook-replace-google-adwords

• Surveys Are a Great Marketing Tool: Ten Tips for Doing It Yourselfhttp://ventureneer.com/vblog/surveys-are-great-marketing-tool-ten-tips-doing-it-yourself

• The 10 Social Media Metrics Your Company Should Monitor http://www.socialtimes.com/2010/02/social-media-metrics/

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