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Digital Marketing Tips and Strategies for Non-Profits

Date post:27-Jan-2015
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Digital marketing is often a challenge for non-profits. This slide deck outlines several tips for email, blogging, websites, video, strategy, and more to help non-profits make the most of their digital marketing efforts.
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  • 1. 2014PenheelMarke0ng DigitalMarketingfor NonPro1its By:BeckyLivingston President&CEO PenheelMarketing

2. 2014PenheelMarke0ng AboutMe BeckyLivingston OwnerPenheelMarke0ng 25+yearsofmarke0ngand technologyexperience 11yearsinthenancial servicesindustry SocialMedia&Digital marke0ngprofessional Publicspeakerandtrainer Frequentguestblogger Dogandshoelover 3. 2014PenheelMarke0ng Agenda Leveragingdigital marke0ngtoreachgoals Increasingmembership andvolunteereortsvia digitalmarke0ng Developingmarke0ng eortstosupportthe organiza0onsgoals Increasingbrand awareness 4. 2014PenheelMarke0ng Whatisdigitalmarketing? Digitalmarke4ngismarke0ngthatmakesuseofelectronic devices(computers)suchaspersonalcomputers,smartphones, cellphones,tabletsandgameconsolestoengagewith stakeholders. Digitalmarke0ngappliestechnologiesorPlaSorms,suchas websites,e-mail,apps(classicandmobile)andsocialnetworks. SocialMediaMarke4ngisacomponentofdigitalmarke0ng. Manyorganiza0onsuseacombina0onoftradi0onalanddigital marke0ngchannels. Deni0onfromWikipedia 5. 2014PenheelMarke0ng LeveragingDigitalMarketing Blog.Yourblogisyour greatestdigitalasset. PictureIt.Didyouknow visualinforma0onis processedbythebrain 60,000xfasterthanwriXen content? Mo4on.Videoismakingasplash.Adoptavideostrategy. OnlineEssen4als.Onlinedirectories(Guidestar)andsocial mediatargetedtoyourpersonas. ImageSource:Guidestar.com 6. 2014PenheelMarke0ng HowToReachGoals qCreateandsharemeasurablegoalswithyourteam qEstablishcredibilityfromthestart qGiveyourreadersreasontoact ImageSource:FireSpring qThinkandwritefrom thereadersperspec0ve qSegment qMediamix qCreatelandingpages qMeasure qReport 7. 2014PenheelMarke0ng StrategyDevelopment 1. Product:Promotetheproduct/servicebenetsbased onthetargetaudiencescorevalues. 2. Price:Socialandemo0onalcostsratherthan$$.Figure outhowtoreducetheac0onneededasmuchas possibleandmakeiteasyandstress-freetoperform thebehavior. 3. Place:Howandwherecanpeopleperformthe behavior?Youhaveasmallwindowof0metogetyour messagethroughtotheaudience.Gowherethe audienceis. 4. Promo4on:Consideryourdemographicand psychographiccriteria.Howisitbesttoreachthem,in theirlanguage. 8. 2014PenheelMarke0ng StrategyDevelopment,cont. 5. Publics:Takeintoaccountallthepeoplewhomay impacttheprogramssuccess.Thisincludesinternal andexternalpublics. 6. Partnerships:Organiza0onswithsimilargoals,target audience,interests,andresources. 7. PurseStrings:Becrea0veandproac0veinseeking fundingforcampaignsfromcorporatepartners, founda0ons,dona0ons,andgovernmentagencies. 9. 2014PenheelMarke0ng Branding Useyourlogoandcolorschemeacrossallmarke0ng channels Useaconsistentmissionandmessagingstrategy Ensureeveryoneknowsandunderstandsthebrandand vision Incorporateandpromoteacampaignhashtaginsocial media Thinkaboutyourpartnersbrandsandhowyoumight co-brandacampaign 10. 2014PenheelMarke0ng BrandingExample ImageSource:HubSpot 11. 2014PenheelMarke0ng BrandingExample,cont. 12. 2014PenheelMarke0ng ContentMarketing 92% 86% 25% StudybyBlackbaud 52% Nonprotsare turningtocontent marke0ngbecause sprayandpray massmarke0ng isntworking. ~KiviLerouxMiller, President Nonprot Marke/ngGuide 13. 2014PenheelMarke0ng 20FavoriteContentFormats 1. How-toAr0cles 2. AdviceColumns 3. FAQs 4. First-PersonAnecdotes 5. Deni0ons 6. Trends 7. NewCompila0ons 8. Reviews/ Recommenda0ons 9. SuccessStories 10.PersonalProles 11.PopularFacts/Figures 12.Lists 13.Wheretond 14.Legisla0veBriengs 15.WishLists 16.Quotes 17.Partnerships 18.Leadership Perspec0ves 19.SurveyResults 20.Factvs.Fic0on 14. 2014PenheelMarke0ng ContentMarketingSchedule ImageSource:FlashIssue 15. 2014PenheelMarke0ng ContentMarketingTip Fornonprotswithoutanyresourcesforcontent marke0ng,focusondeliveringconsistentcontentby owningjustonechannel. Bethego-toresource! ~JoePulizzi,FoundertheContentMarke0ngIns0tute 16. 2014PenheelMarke0ng SocialMedia ImageSource:Avectra 17. 2014PenheelMarke0ng SocialMedia,cont. ImageSource:WaggenerEdsrom 18. 2014PenheelMarke0ng SocialMedia,cont. ImageSource:WaggenerEdsrom 19. 2014PenheelMarke0ng 3WaystoIncreaseSocial MediaEngagement 1. Developasocialmediamarke0ngstrategy 2. Discoverwhatsinitforthem 3. Followthemback! 20. 2014PenheelMarke0ng Email SubjectLines Describethecandynotthewrapper Example:ratherthanAssocia0onNewsleXerVolume5inthe subjectline,telluswhatsintheedi0on,suchasHowtoLiveIn HarmonywithBackyardWildlife Emphasizethepersonalvalueofyourcontent SubjectlinesthatmakereadersthinkThisisuseful.Thisis 0mely.Thisisaboutme.Example:Isslightlydir0erdrinking waterOKwithyou? Avoidtellingpeoplewhattodo. Par0cularlytruewhenhelpordonateareinthesubjectline. Leantowardpersonalvalueinsubjectlines. Example:Wheretodanceallnightwithyourbestfriendsvs. Registerforourall-nightdance-a-thonfundraiser 21. 2014PenheelMarke0ng Email,cont. SubjectLines Keepitshort Trytokeepitunder75characters.Useakeywordinthesubject linetohelpwithSEO. Formulas WhoElseWants[blank]? TheSecretof[blank] LiXleKnownWaysto[blank] GetRidof[problem]OnceandForAll HeresaQuickWayto[solveaproblem] WhatEverybodyOughttoKnowAbout[blank] 22. 2014PenheelMarke0ng A/BSplitTesting EmailnewsleXers Yoursocialmediacopy Yourdona0onbuXoncall-to- ac0on(color/text) Rewardsordona0on0ers ImageSource:FitMarke0ng 23. 2014PenheelMarke0ng Whats in your video? 6waystotellyour storyandinspire ac0on. AdvocacyStories Event Stories Campaign Films VisionFilms ImpactStories Movement Portraits 24. 2014PenheelMarke0ng Measurement ReturnonInvestment(ROI) (RevenueCost)/Cost=% ConversionRate CostPerLead Budget/#ofLeads=$ RevenuePerLead Thisfocusesonthevalueoftheleadtoyourorganiza0on. Click-ThruRate Howmanyclicksarehappening. PercentageofEngagedVisitors BrandLoyalty 25. 2014PenheelMarke0ng MeasurementTools GoogleAnaly0csandTriggeredEvents WebsiteAnaly0csifotherthanGoogle Google/BingAdWordsCampaigns SocialMediaInsightsreports IncreasesinJoinOurMailinglists 26. 2014PenheelMarke0ng MeasurementSamples 27. 2014PenheelMarke0ng MeasurementSamples,cont. *Onlythetop10rowsare show.Therewasaconversion onrows11-15. 28. 2014PenheelMarke0ng MeasurementSamples,cont. 29. 2014PenheelMarke0ng EXAMPLES 30. 2014PenheelMarke0ng LandingPages&Example Clear,concise,compelling headlines 2-3sentencesaboutthe oer/value 3-5bulletpointsaboutthe benets Form(3-7relevantelds) Relevant/Compellingimage SocialsharingbuXons Branding Onsubmit,directstoThank Youpage 31. 2014PenheelMarke0ng WishListExample SentaleXer detailingtheneed. Clearlystate requestedamount $86perdonor. SharedaXachedlist. Provideupdatesfor dona0onsand projectscompleted. ImageSource:BestFriendsAnimalSociety 32. 2014PenheelMarke0ng CaseStudy:FuturesWithout Violence Thoughthiswasused asaFacebookpost,it couldhavealsobeen usedinanemail campaign,newsleXer story,videoentry image,blogpost,etc. ImageSource:MediaCause 33. 2014PenheelMarke0ng CaseStudy:ClevelandClinic Recipesreceive moresharesthan postsfeaturing othersubject maXer. ImageSource:MediaCause 34. 2014PenheelMarke0ng CaseStudyCornellLabs ImageSource:MediaCause 35. 2014PenheelMarke0ng PartingWords Peoplewillsharewhattheyndhelpful. Ifyouwantyourcommunitytoshare, spreadtheword,andbuildawareness foranon-prot,providecontentthatis incrediblyusefultothem. ~viaMediaCause.org 36. 2014PenheelMarke0ng Handouts&FreeServices Handouts Fill-In-The-BlankHeadlines ExploringMetaphorstoBeXerExplainWhatYouDo WhatTopicsDoYouWantToBeKnownFor? BigPictureCommunica0onTimeLine AnnualCampaign3-WeekQuickStartGuide FreeServices GoogleandYouTubeforNonprots(grants,feeonline adver0sing)(hXp://www.google.com/nonprots/) FacebookforNonprots(hXps://www.facebook.com/ nonprots) BlogTalkRadio(hXp://www.blogtalkradio.com/) Other MediaCause.org 37. 2014PenheelMarke0ng WhoisPenheelMarketing? Socialmediaanddigitalmarke0ngconsul0ngrmforCPArms,small businesses,andnon-prots. Marke4ngAnaly4cs Websiteanaly0cs,online adver0singanaly0cs.See whichsourcesaregenera0ng themostleads. Email Sendpersonalized,segmented Emailsbasedonanyinforma0on inyourcontactdatabase. SearchEngineOp4miza4ons Improveyourrankinsearch enginesbyndingandtracking yourmosteec0vekeywords. LeadManagement Trackleadswithacomplete 0meline-viewoftheirinterac0ons withyourrm. Blogging Createblogcontentquickly whilege|ngSEO0psand bestprac0cespointers. SocialMedia Publishcontenttoyoursocial accounts,thennurtureleads basedontheirsocialengagement. hXp://Penheel.com 38. 2014PenheelMarke0ng Resources Marke0ngProfs:StrategicSocialMarke/ngforNon-Prots Marke0ngProfs:ThreeWaystoIncreaseYourNon-ProtsSocialMediaEngagement NonprotMarke0ngGuide:20FavoriteFormatsforNonprotContent NonprotMarke0ngGuide:BestEmailSubjectLinesforNonprotEmailNewsleXers SavvyPanda:GetYourNonprotFoundOnline:DigitalMarke0ngMusts Ge|ngAXen0on.org:Whatsinyourvideo? FitMarke0ng:HowtoBecomeaConversionRate[image] MediaCause.org:CaseStudyExamples Blackbaud:ContentMarke0ngforNonprotsStudy2014 Manbyte:DigitalMarke0ngMeasurementin2014 HubSpot:NonprotBrandingTechniquesToolkit NPTechForGood:12MustKnowStatsAboutSocialMediaFundraisingandCauseAwareness 39. 2014PenheelMarke0ng Brochures Wri4ng Writeforspecicaudience Emphasizebenetsoverfeatures Includeacalltoac0on CalltoAc4on Makeitobviousandhighlyvisible Makeitspecic Givesomeop0ons 40. 2014PenheelMarke0ng Brochures,cont. DesignTips Avoidcrammingtextintothepanels Useareasonable-sizedfont Includealotofwhitespace Useheadingsandsubheadings Includephotographsandgraphics TopicIdeas Howtoinclude[YourNon-Prot]inyourestateplans 100psforge|ngthemostoutofvolunteeringwithus Howtoaccessyourmembershipbenetsonline

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