1. NONPROFIT & SMALL BUSINESS
ONLINE MARKETING STRATEGIES
Presented:
October 11, 2011
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2. ONLINE MARKETING I?
WHO AM STRATEGIES
What we’ll cover:
 Search Engines
 Facebook & Other Social Networks
 Web Analytics
 Email
 Mobile/Smartphones
 Nonprofit Freebies
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3. WHO AM I?
 Online Marketing Director
 Web Content Veteran
 SEO, PPC, Social Networking
 AdWords Certified with Web Analytics Focus
 Journalism Background
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4. NOW BACK TO YOU
 Recruit prospective customers and volunteers
 Engage existing customers and members
 Recruit donors
 Build community from your existing network
 Get recognition for your good work
 Forge alliances with people who share some of your goals
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5. ONLINE TACTICS FOR YOUR ORGANIZATION
 Search engines
 Social networks
 Facebook (yes, it gets its own bullet!)
 Mobile/Smartphones
 Email
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6. WHAT YOU CAN DO ONLINE
 Illustrate the problem…and your solutions
 Get people talking about your subject matter
 Share successes (brag!)
 Listen better
 Bonus: Free research
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7. HOW PEOPLE FIND YOU ONLINE
 Search engines
 Half of all Web visits start at a search engine
 Social networks
 10% of all online time spent on Facebook
 Email
 Still the #1 activity people do online
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8. Search Engines
Show up higher on Google for strategic keywords
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9. SEARCH ENGINES: “ORGANIC” LISTINGS
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10. SEO: HOW DOES GOOGLE DECIDE?
 Rankings earned—
NOT bought!
 Long-term
branding endeavors
 Secret formula
(like Coke!)
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11. PPC: PAY PER CLICK (PPC) OVERVIEW
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12. PPC: PAY PER CLICK (PPC) OVERVIEW
 Charged ONLY when people click on
ads
 Quick fix to increase online presence
 “Quality Score” determines price,
position
 Measurable, accountable
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13. Web Analytics:
Free research on what works and what’s a waste
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14. WEB ANALYTICS BENEFITS
 How people use your site: What works & doesn’t
 Most popular pages
 See how users find out about site
 Search engines
 Keywords
 Referring sites
 Find out which organizations users are from
 Intelligence about how prospects view your org
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15. ANALYTICS: WHERE ARE YOUR BEST VISITORS?
View by:
 State
 City/Town
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16. WEB ANALYTICS: WHERE LEADS DROP OUT
Spot
weaknesses in
message,
presentation
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17. WHAT IS SUCCESS?
And how do we measure it?
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18. Success
=
Conversions
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19. CONVERSIONS
Completion of actions showing
deeper interest/engagement in
your organization
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20. ENGAGEMENT FUNNEL
Not leaving
Viewing more pages, longer
Registering
Returning a lot
Following/friending
Commenting on content
Sharing on social networks
Subscribing to a feed
Posting content
Joining/Buying
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21. ENGAGEMENT FUNNEL
Goal:
Move people
down the funnel
(i.e., get people more
engaged)
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22. ENGAGEMENT FUNNEL
Measure how many
people progress
how far down
engagement funnel
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23. Social Networks
Get your fans to do your marketing for you
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24. SOCIAL NETWORKNG OVERVIEW
 Communicate directly with peers, prospects, donors
 Viral marketing: friends tell friends
 Low barrier to entry
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25. WHY FACEBOOK MATTERS
 10% of all online time spent on Facebook
 2% of all online time spent on News Feed
 Prime way to talk to your ardent fans
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26. WHAT TO DO WITH FACEBOOK
 Educate
 Excite
 Enlist
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28. Email marketing
Not sexy, but it works
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29. EMAIL IS STILL #1 ONLINE ACTIVTY
 Despite new trends, email & search consistently most-
used channels
 92% of online Americans use email
 61% use it on an average day
 Youngest, college educated & wealthiest use email
most
Source: Pew Internet “Search and email still top the list of most popular online activities” 8/9/11
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30. WHAT YOU NEED TO KNOW ABOUT EMAIL
 The biggest threat to your message: Spam!
 97% of ALL email is spam
 Don’t get sent to the Spam Folder
 Know, follow CAN-SPAM Act
 Other threat: Email OVERLOAD
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31. USE EMAIL EFFECTIVELY
 Subject lines: Beware default character limits
for GMail, Outlook
 Images: Most programs filter them out; Don’t put
important messages solely in graphics
 Include good calls to action: Get folks to DO something
 Measure: Not just open rates. What do people do after
they click?
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32. Mobile Marketing
Smartphones change how people get info
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33. SMARTPHONES
 One-third of all American adults (35%) own smartphones
 58% of 25-34 year olds own a smartphone
 25% of all smartphone owners do most of their online
browsing on their mobile phones
Source: Pew Internet “Smartphone Adoption and Usage” 7/11/11
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34. LEVERAGE MOBILE
 Make sure your site looks good on various phones
 Engage fans on phones through Foursquare, SMS, Maps
 Let people take an action through texting
 Consider games, contests to get people to respond using
their phones
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35. NONPROFIT SERVICES
 Google, many others offer discounts, credits for 501c3s
 Google Grants: AdWords credits
 Network For Good: Online fundraising service
 Firstgiving.com: Make it easier for people to donate to
you
 Good2Gether: Service to promote nonprofits contextually
on media Websites
 Constant Contact: 20% discount on email marketing
 Look to Twitter for expert advice (@kantor)
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36. WRAPPING UP
 Use online tools for recruitment and promotion
 Sales and donations are the last step, not the first
 Enlist and engage your most-ardent supporters
 Test, test, test
 Dizzying number of options: Focus on what works best
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37. THANK YOU!
Josh Fialkoff
617-500-3450
@joshfialkoff
Fialkoffconsulting.com/Profit
Fialkoffconsulting.com/Profit
Fialkoffconsulting.com/NonProfit
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