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Presentation to the American Marketing Association Nonprofit conference in Washington, D.C. - July 15th, 2013 #AMANP A 3-hour workshop titled "Your Nonprofit is Using the Internet Wrong (and what to do about it)" We started with a analysis of each attendees' digital marketing efforts and outline some basic goals for the workshop. Then we dug into an analysis of each nonprofit website: - Calls to Action - Funnels - Conversion rate - Blog We did a complete SEO site audit of all sites and walked through those with attendees, and then we spent a good bit of time talking about email marketing best practices and answering questions. Finally, as I started to run out of time, we talked about retargeting ad campaigns and then went back to the original "grade" from the beginning of the class and I had everyone develop an action plan for the priorities that they need to focus on for their site.
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Your Nonprofit is using the Internet Wrong (and what to do about it)
@JamesHutto | @ValeoMarketing 2013
Hi, I’m James
I work at Valeo a digital marketing agency
www.valeomarketing.com
I used to bea computer nerd
I used to be a computer nerda server engineer
I used to be a computer nerd
an server engineera 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
Know Your Audience
““If you cannot measure it, you cannot improve it.
Lord Kelvin (Sir William Thomson)
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 NextSite Audits- break -
Email MarketingContent 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
A Word 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”
BloggingExtremely 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 NextSocial MediaRetargeting Action plan
- End -
Social MediaDidn’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?
RetargetingYou’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 Hu5oManaging Project Director
Valeo Online Marke>ng516 Tennessee StreetMemphis, 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.COM/VALEOMARKETING
TWITTERTWITTER.COM/VALEOMARKETING
BLOGVALEOMARKETING.COM/BLOG
