Online Marketing and Communications at Nonprofits: A (Very!) Brief Overview
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Transcript of Online Marketing and Communications at Nonprofits: A (Very!) Brief Overview
Online Marketing and Communications at
Nonprofits:A (Very!) Brief Overview
Steve StreicherNew York Cares, Inc.
9/23/14
First StepsKnow your goals
So….what are they?
Know your audience?So….who are they?
Resource!!
Brandraising by Sarah Durhamwww.bigducknyc.com
Brandraising
Source: www.bigducknyc.com
What’s next?Creating content – no small challenge
Distributing content and extending its life
Measuring its effectiveness
Creating better content
Definition!!
From Wikipedia, content marketing is:
The technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action.
Helpful Hints to Creating Content
Think of your audience and what attracts them – and remember, we’ve been content marketing our whole life.
Read the news!
Check out what people are searching for
Resource!!
Google Trendswww.google.com/trends
Google Trends
DistributionWebsite
Blog
Social Media
Pro Tip!!Don’t forgot to think about device.
MailChimp gives you free wireframing abilities and allows for viewing email on a variety of devices. www.mailchimp.com.
Google Chrome also has this capability. Simply right click and “Inpsect Element.” Then click on mobile phone icon and select device.
WebsiteUse a CMS (probably)
Responsive design (if possible)
Make sure you set conversion goals
Resources!!Responsive design frameworks are getting easier to implement.
Bootstrap, created by the guys at Twitter, is about as easy as it gets. www.getbootstrap.com. For CMS, Wordpress and Drupal, which are free by the way, have easy-to-implement responsive themes.
BlogMake sure this is interesting to someone
Should have the human element and should follow the merits of good storytelling
Or make sure it advances your SEO/SEM efforts
DefinitionSEO is search engine optimization – the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.SEM is search engine marketing – a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising --- Google Adwords
SEOA few excellent places to get started:
Moz.com – or specifically their learning page (http://moz.com/learn/seo). There’s also a free 30-day trial.
Whole Whale – a fantastic blog post about the basics: http://wholewhale.com/seo-success-small-nonprofits/.
EmailMUST consider mobile
Source: EmailMonday.com
EmailBe ready for diminishing returns
Open rates are declining and declining
Think segment and interest as much as possible. Do not blast your lists.
Resources!!MailChimp – free email for up to 2000 subscribersConstant Contact – good nonprofit pricing and should always ask for it for freeVertical Response – can send even more if you are a nonprofit (10K range), but there is a charge per email above their limit.
SocialNo silver bullet; you will have to put in the time.
Source: David Mihm, SEOmoz.com
SocialGoals are outrageously important with social.
What do you want people to do?
What are your goals?Donations, sign ups, volunteers, awareness,
advocacy? Impressions, clicks, likes, shares?
TipOn social, make sure to send people to landing pages….always! What are landing pages? They are pages meant to convert.
MeasurementYou’ve gotta see if people are doing what you
want them to do, right? If you have goals and the conversions down, then there are a lot of tools to work with.Google Analytics – web trafficOptimizely – landing pagesHootsuite, Sumall, Followerwonk – social media
And the full graphic…
Questions?Ask me anything!