3330-09252019
H ow t o Op t im i z e E n g a g emen t a s y o u B r a nd a nd Me s s a g e y ou r Nonp r o f i t
"DevelopaContentMarketingStrategyforYourNonprofit"
C h r i s t o p h e r G i l A s s o c i a t e D i r e c t o r o f M a r k e t i n g & C ommun i c a t i o n s S a n F r a n c i s c o , C a l i f o r n i a
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BeforeWeStart:Housekeeping
• Intro• Overview• Nutsandboltsofcontentmarketing• Q&A– let’sshareideas!Feelfreetoaskaswegoalong,buttherewillalsobetimeattheendofthepresentation.
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WhatistheGoalofContentMarketing?
Tochangeclientandstakeholderperceptionsfrom:“MEDA,IthinktheydoXYZ.”to“MEDA,IknowtheydoXYZ.”
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WhoIsYourAudience?
• Anymarketingplanstartswithdefiningyouraudience.• Formostnonprofits,youhaveadualaudienceofclientsandstakeholders.Createcustomerpersonas.Forexample,MEDAclients’customerpersona:– 57percentfemale;43percentmale– Two-thirdsimmigrants– 94percentdefinedaslow-income– 60percentSpanishpreferred
• Definemessagesforeachcustomerpersona.Samplemessaginggoalforclients’customerpersona:MEDAoffersbest-in-classservices,strengtheningourfamiliesandthecommunitywhilefosteringleadershipforclients.
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Misconception:Toolvs.Strategy
• Ablogisnotastrategy.• Asocialmediachannelisnotastrategy.• Theyarealltoolsofacontentmarketingstrategy,workingtogethertogainvisibilityforyournonprofit.
• Clarifythisfactwithyourorganization,sothateveryoneisonthesamepage.
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AStatvs.aStory
HEREISASTAT:MEDA’sFondoAdelantecommunitylending
armhasdisbursed$2.5Minloans.
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ThePowerofStorytelling
HEREISASTORY:• ImmigrantAliciaVillanuevastartedbymaking100tamalesaweekinherhome’skitchen.Shethensoldthemintheneighborhood.
• Aliciacouldnotobtainaloanatatraditionallender.• MEDA’sloanfund,FondoAdelante,gaveAliciaa$100Kloantoexpandhersmallbusiness.
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ThePowerofStorytelling
• Aliciausedher$100Kloantoopenaplantandnowhas24employeesmaking40,000tamalesamonth.
• AliciaisnowsellinghertamalesatSanFrancisco’sChaseCenter,thenewhomeoftheGoldenStateWarriors.
• AliciawillsoonbesellinghertamalesatWholeFoods.
Canyouseethepowerofputtingafaceonastat?
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StorytellingStartswithaBlog
• ImmediateindexingbysearchenginessuchasGoogle.– Feedlastfewblogsoffyourorg’shomepagetomaximize.– Weaveinkeywords--search-engineoptimization(SEO)terms.
• Youcanneverhavetoomuchcontent.• Drivetraffictoyournonprofit’swebsite.
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BlogTips
TIP#1:Clientsuccessstoriesserveasatwo-prongedapproachtohitprospectiveclientsandtoshowstakeholdershowtheirdollarsarebeingwellspent.TIP#2:Contentdoesnotgoawayanymore,soevergreencontentworksbest,asstoriesarereadyearslater.TIP#3:Sendblogstopresstowhettheirappetiteforstories.Thisenlivensyourstorypitch.TIP#4:Tietonationallyrecognizeddays/weeks/monthforsocialthreads,usingappropriatehashtags(e.g.,everyAprilis“FinancialLiteracyMonth.”)
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FirstStepstoBlogCreation
Blogchecklistü Isitrelevant?(determinedbyEditorialCalendar)ü Whatareyourcustomerpersonas?(hitthoseaudiencesinequalamounts)
ü Isitengaging(softsell;moregivingclientinfotheywant/need)
ü Issearch-engineoptimization(SEO)wovenin?ü Isitgoodenough?(Yourblogdoesn’tneedtogetanA+fromanEnglishprofessor.)
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NoTimetoWriteBlogs?MoreTips
Youdohavetime!Herearetwoquickblogtips.TIP#1:Repurposecurrentwebpages.Forexample,yourmission,visionandcorevaluescanbeablog.Justwritealead-inparagraph.TIP#2:ConsideraQ&A-styleblogtemplate:Comeupwithfivequestionsclientsorvolunteerscananswerinwriting,inpersonorbyphone.WeaveinkeywordsforSEO.
-NO:Whatdidyoulikeaboutourservices?-YES:HowdidMEDA’sFREEtaxpreparationinSanFranciscostrengthenyourfamily’sfinances?
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• Firstbuildyouraudience.Growanonlinecommunityviatargeting.Thisdoestakeabudget.
-Targetedads(ZIPcodes,language,interests).
• Onceyouronlinecommunityisbuilt,goforengagement(reactions=likes,comments,shares).Thisstilltakesabudgettogarnerreach.
-Boostonindividualposts.-Moredaysisbetter,aslongasnotatime-sensitivepost.
• Moreforcommunityengagement,withsecondaryaudienceofstakeholders.
• Postthreetofourtimesaweek.• Youcanscheduleyourposts.
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FacebookTips
TIP#1:Remindaudienceto“share”and“like”bystartingsomepostswiththosewords,inallcaps.TIP#2:Testtimingthatworksbesttoengageyouraudience.StartwithFridayat3p.m.,asyouraudienceislookingtowardtheweekend.
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• 75/25splitstakeholderversusclient.• Youcantweetalldaylong,butdonotdoaflurryoryoumayget“unfollowed.”Donotfatigueyouraudience.
• Youcanscheduleyourtweets.• Tagindividualsandorganizationstoorganicallygrowyouraudience.
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TwitterTips
TIP#1:Thinkofyourselfasajournalistfeedingnewsstoriesofinteresttoyourcommunity.TIP#2:Createacommunityhashtag(e.g.,MEDAuses#MissionSFbecauseweareintheMissionDistrictofSanFrancisco.)
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• Almost100percentstakeholder,asthisisaprofessionalaudience.
• Showcasebestpracticesoftheorganization.• Repurposeblogsaspostfromyourpersonalpageasarepresentativeofyourorganization.
• Postjobopeningstoshowcaseyourorganizationasagreatplacetowork.
• Postvolunteerandinternshipopportunities.• Postonceaday.Youcannotscheduleposts.
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LinkedInTips
TIP#1:CreatethoughtleadershipofstaffviaarticlesandpostsfromtheirpersonalLinkedInpages.(NOTE:Youcanonlysuggesttheydoso–rememberthatit’stheirpageandtheirbranding.)TIP#2:Jointhe“ContentMarketingGroup”onLinkedIntoglean/shareideas.
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TheEndGame:EarnedMedia
• Piggybackofflargeraudiences.• Gainlocalattention.• Gainstatewideattention.• Gainnationalattention.• Sendyourblogasapitch.TIP:UseAssociatedPress(AP)style,thesameasjournalists.
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Q&ATime
ReadytoGROWyournonprofit’sonlinecommunity?Whatareyourmainquestionssoyoucangetstartedorexpandyourcommunications?Telluswhatworksforyou!Whattipsdoyouhaveforus?Thankyouforjoiningustoday!
