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This workshop, designed and delivered by ifPeople for a sustainable enterprise incubator program, covers how to understand your audience and create messaging for them and then get it to them. Anyone starting or growing a green business can benefit from better online marketing!
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Laura bellingerlbellinger@ifpeople.net
678 608 3408www.ifpeople.net
Online Marketing – How to Write & Distribute Messaging that Sells
I. Understand Your Market
II. Define Your Goals
III. Write for the Web
IV. Write for Search Engines
Contents
Social Enterprise PartnershipBased StrategyCentered
ifPeople helps companies use technologyto nurture effective, longterm relationships with stakeholders.
Our Clients:
Nonprofits | Green Businesses | Education
Social Enterprises | Small Businesses
Our Services:
Strategic Consulting | Online Marketing
Development: CMS (Plone) | CRM (SFDC)
Training | Support
I. Understand Your Market
Who are youraudiences?
Click to edit Master subtitle style
"Nonprofits," "seniors," "businesses" don't find you online.
We say “audiences” for a reason.
Individuals do.
Sarah, a communications director, follows youon Twitter.
Kim, a grandmother, logs on to your
website.
Luisa, a business owner, subscribes to your newsletter.
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To effectively identify & engage audiences, you need to recognize their individualities.
Creating personas can help.
Personas are…
Descriptions of individuals that represent your target
They’re not real people They are archetypes that represent real people
Personas…
Help you identify potential character traits, personalities, habits and attitudes of your target audiences.
With this information, you'llcreate consistent messaging that engages your targets.
Create personas through listening...
What motivates you to connect with us?Why do you like us?
How do you want to hear from us?Which of our communications are valuable to you?
What ways do you want to engage with us?
Ask your stakeholders...
who your audiences are (needs, wants, passions)
on what levels they engage with you
how you can push them up the ladder
7 – 10 stakeholders and you'll know
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II. Define Your Goals
Engagement
RelationshipsEngagement is the fuel of lasting, productive relationships.
Click to edit Master subtitle style
What do I want to inspiremy targets to do?
Ask yourself...
Be specific.
We want to increase our newslettersubscription by (x).
We want (x) more site views per monthWe want (x) politicians to support our bill during
the next legislative session. We want (x) people to sign the petition.We want to increase purchases by (x).
Some great goals...
It's possible to have different goals for different audiences.
advocates
politicians
Increase petition signingsby (x).
Get (x) new supporters in legislature.
Behind every goal, lies engagement.
Increase newsletter subscription by (x)
Increase web hits by (x).
Increase online donations by (x)
Subscribe to content.
View content.
Give money.
viewcontent
subscribe to content
give money
take part
give time
start something
viewcontent
website, pamphlet, direct mail
newsletter, RSS, action alerts, Twitter, Facebook
online donation, charity mallcharity gift, auction
meeting, rallies, sign petitionswrite legislators
volunteer activities
advocacy, hold meetings, start petitions
Connect goals with engagement.
viewcontent
subscribe to content
give money
provide info
take part
give time
start something
viewcontent
newsletter, RSS, action alerts
online donation,charity gift, auction
What could bridge the gap?
social media campaign?
brand loyalty program?
cold call?
Remember, the ladder is a process.
As your organization evolves, so does your audience.
And so does your ladder.
Continually evaluate rungs and communications to ensure your constituents/consumers are inspired.
III. Write for the Web
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Engage the Audience
Don’t overwhelm readers with lots of text on your homepage
Begin with simple information
Information gets more detailed as readers dive deeper into site
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Engage the Audience
Homepage For Parents
Brief, clear mission statement Simple menu headings Clean, user-friendly
Specified content Denser informationStill easy to skim
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Engage the AudienceMission Statement: Needs Work
Diplomas First is an independent group that works in conjunction with state government officials to improve the lives of high school students in rural and urban areas.
Where do you operate?How do you improve the lives of high schoolers?What do you value?
IV. Write for Search Engines
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Write for Search Engines
People find websites based on key words
Include key words related to your organization/ issues to increase your SEO ranking
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Write for Search Engines
Search engines also rank based on your connection to other web pages
Hyperlink!
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Write for Search Engines
Before writing web copy, brainstorm key words related to your organization or cause.
Include key words in copy when possible.
education advocacyhealth advocacy employment helpmiddle school successgraduate high schooleducation support
local volunteer opportunities healthcare for alllive uniteduninsured programs low-income family help
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Part V
Learn More
What tools & processes do I need for more successful engagement?
1. Analytics2. CRM3. Automated Processes4. Social Media
Analytics….Database Dashboard
Web Analytics
Social Media
blog entry
comment
Learn MoreifPeople Resources:ifpeople.net
Plone Resourcesplone.org – downloads, documentationplone.net – case studies, consultants
Salesforce Donationssalesforcefoundation.org
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