Marketing on a Shoestring Budget
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Nonprofits. No money? No worries. Read through this presentation given to the Bayer Center for Nonprofit Management and learn to get your nonprofit noticed!!!
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Marketing on a Shoestring Budget
- 1. Susan Blackman & Paula Newbaker Bayer Center for Nonprofit Management October 23, 2017 1
- 2. Make a Table Tent: • First Name • Organization • What you want to promote: Event Program or Service Fundraiser Community Engagement 2
- 3. Overview 1. Where are you now? 2. Creating a Marketing Brief 3. Define Your Target Market 4. Common Elements of Social Media 5. Free Social Media Tools 6. Create YOUR Marketing Brief 3
- 4. Where Are You Now? Can you see the forest for the trees? • Do you have a marketing plan? • How will you define success? • Who are you seeking to reach? • What marketing tools are you using? • What are your frustrations? 4
- 5. “Planning is what you do before you do something, so that when you do it, it is not all mixed up.” —A. A. Milne 5
- 6. Random Acts of Social Media Marketing: What Social Marketing Looks Like Without a Plan 6
- 7. What is a Marketing Brief? 7
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- 10. Writing a Marketing Brief • Be exact in your language • It’s a tool for you as an advocate • Set-up for great marketing plans • It is BRIEF • Contains only relevant information in context continued 10
- 11. Writing a Marketing Brief • Insights can make great objectives • Think about what problems you are solving • What are the benefits of the product/service/initiative? • Why should the targets believe you? • How do you want people to feel? 11
- 12. Who are you trying to reach? Define your audience so you can answer: • How do they get their information? • What motivates them? Does Grandma get the same info as your spouse? Does your friend get info in the same way as her son? 12
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- 14. Communication Goals of Social Media • Make readers aware of your brand, program or issue. • Educate readers and begin to demonstrate relevance. • Get readers involved by spending time and interacting. • Motivate readers to openly support you, share their own stories. • Ultimately, convert readers to promoters and loyal customers. 14
- 15. What is an “Influencer”? Focus on five main types: • The networker (social butterfly) • The opinion leader (thought leader) • The discoverer (trendsetter) • The sharer (reporter) • The user (everyday customer) 15
- 16. Content Strategy • Maintain your branding, your “look and feel.” • Increase awareness. • Inform and engage. • Write for the platform. • Observe and apply lessons learned. • Identify “brand advocates.” • Increase new supporters. 16
- 17. Content is King on Social Media • Quench your community’s thirst for knowledge • Think and talk in pictures • Make your customers the hero (not you) • Be inspired and inspire others • Share resources from other influencers and top organizations in your field. Share shout-outs! • Know what customers like and what makes them worry • Video connects us emotionally 17
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- 19. Posting Schedule • Facebook: 1 to 5 posts per day • Twitter: 2 to 6 per day • Website: Once a week update something • Blog: Once a month • Email: 3 times per month 19
- 20. Free Social Media Tools: • Facebook • Instagram • Twitter • Website • Blog • E-Newsletter Bonus: • HootSuite • Press Release • House Coffee 20
- 21. Facebook 1. Find Your Voice —Be personal and authentic. Post directly to your page. Write in first person. Share candid stories. 2. Encourage a Two-Way Dialogue —Start with a photo, describe it in your status, have a coworker comment and ask a question. 3. Get Visual —Design an engaging cover image. Use your logo as your profile image. Create Facebook events. 21
- 22. Facebook 4. Share Exclusive Content —Post content that people won’t find elsewhere. Post on-the-ground pictures from the field in real time. Don’t forget to caption. Schedule regular posts about specific topics. 5. Complete the “About” Section —Fill in everything you can, including website. 6. Post at Least Once a Day, Up to 5 Times —When? It depends on your audience. Watch. 22
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- 27. Instagram 1. Talk less, shoot more —Publishing raises brand awareness. 2. The Art of Hashtags —#uniquetext lets you gather images. 3. Don’t Pose, Compose —Square 1080 px by 1080 px Vertical 1080 px wide by 1350 px high Horizontal 1080 px wide by 566 px high 27
- 28. Instagram 4. Stay Constant —No bad day to post. But think about quality.* 5. Keyboard is the Key —You don’t need to say much—it’s a caption. But you can still be compelling. Just don’t sell. 6. Don’t Forget Your Profile —Include information about you and your organization, and the URL of your website. 28
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- 31. Twitter 1. Rule of thumb: spend 6 hours per week. —Or schedule in advance and use time to respond 2. The Art of Hashtags —Set up the hashtag for your organization or event. No more than two hashtags per tweet. 3. Shorter Tweets Increase Engagement —Give your followers useful, interesting, retweetable content. 31
- 32. Twitter 4. Write in Clear, Concise Language —Minimal abbreviations, proper punctuation 5. Curate Good Content Through Retweets 6. Tweet or Retweet 2-8 Times per Day 7. And on Weekends (Schedule in Advance) 8. Add a Link for 86% Higher Retweet Rate 9. Upload Right-Sized Photos (525 by 262 px) 32
- 34. Web Site 1. One Stop Shop for Consumers 2. Far Superior to Facebook 3. Best Practice—Should be Dynamic 4. Can be $$, Hard to Set Up and Maintain —But http://www.wix.com 34
- 35. Blogs 1. The Storyteller’s medium. 2. Provides a two-way street for communication. 3. Tells and shares personal stories. 4. Thanks volunteers. 5. Repurposes evergreen content. 6. Time consuming. 35
- 36. E-Newsletters 1. Not to share a lot of news… 2. Short subject line (<50 characters) 3. Three to five stories (<50 words each) 4. Pictures/graphics 5. Videos generate twice the click-through 6. Prioritize mobile design for 66% of readers 7. Hosted email service has many advantages 36
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- 38. Free Marketing Tools: Bonus: • Hootsuite • Press Release • House Coffee 38
- 39. Hootsuite • Schedule posts to Facebook, Twitter, other social media in advance. • Free version lets you schedule 30 posts at a time. • Strong pros and cons. 39
- 40. Press Releases • Build a list of the media outlets your target audience likely pays attention to. • Write a press release.* • Email individually. • Don’t forget Calendar of Events listings. • Extra credit: PSA to radio/TV stations 40
- 41. House Coffee • Invite a dozen people to a home to learn about your program, services, or event. • Strictly speaking, this is not free for the host. • Unless you present this at a Lunch & Learn. 41
- 42. Next Steps 42
- 43. 43 Thank you! Susan Blackman Nonprofit Consulting for Sustainable Impact 412.687.8777 susan@susanblackman.com www.susanblackman.com Paula Newbaker Communications/Arts 412.721.9864 pnewbaker@gmail.com www.paulanewbaker.com 43
Hinweis der Redaktion
- If you build it, will they come? Not if it’s a secret. Define your target audience (hint: it’s not “Pittsburgh”) and figure out the best way to reach them. Whatever your budget, you can promote your work by developing effective tools, tactics, and messaging. Be deliberate and creative, dipping into a toolbox that includes print media, share-friendly content on social media, video, storytelling, images, and much more. We hope you’re brought your communication challenges so we can brainstorm together.
- Community Engagement: e.g. membership or volunteerism
- Susan read. Susan: Stop us at anytime to ask questions.
- Susan--- Read worksheet questions. Paula handout Worksheet #1.
- Paula spoken: If you do not plan, you will end up as an exhausted Winnie the Pooh at the side of the road.
- Paula spoken: Not planning looks something like this. All the platforms in random use. It makes no sense, and it will make no sense to your audiences.
- Paula spoken: It is your Bible, Torah, Koran all rolled into one. It is your main tool in moving forward to building a cohesive strategy, tying everything together. It brings all the organizations insights into one easy document from which to build out your strategies and tactics.
- Paula spoken: Read it. Our man Mick Jagger is a smart guy who went to the London School of Economics. He knew enough about marketing to realize that you should be brief. That’s why it is called a marketing brief. It is a clear and succinct document answering specific questions about your organizations from which you will move ahead. It captures exact and specific business goals. Not only that, but he asked our own Andy Warhol to execute his strategy!
- Paula spoken: Due to Mick’s succinct marketing brief, and Andy’s creative execution, this icon, complete with working zipper, is what we ended up with as an album cover. It works, right?
- Paula spoken: This is your set-up for a great marketing plan!!!! Read bullets.
- Paula spoken: Read bullets. Here are the elements. Susan: Pass out Marketing Brief worksheet. This is for your use after you get back to the office. We will fill in today if we have time
- Paula spoken: Within your brief, and one of the most important parts of the brief, is defining and targeting your audiences. Read bullets. Susan: You can define who in several different ways. Doesn’t need to be a single, homogenous group. They just need to be defined.
- Paula: The strategic plan is the result of the marketing brief, and the thing from which every marketing effort will be built. Building this plan is another process which takes time, and should be done when you get back to your office. (Paula: May want to reference Social PR, Goal-mapping and Messaging documents. )
- Paula spoken: We know what a marketing brief is and that from it we will write a strategy. Social Media goals are part of that.
- Paula spoken: You may have heard of the term “Influencer.” These are people or organizations most important in your field. They may have the clout to change other people’s opinions. For example, if you are working for XXXXXXXX (name a group in attendance), your influencers will be XXXXX, XXXXX, XXXXX. Be sure to connect with them on all your social media channels.
- Paula spoken: You have your marketing brief. We will write our strategy, including social media content, and we know our influencers. Now you should develop a content strategy. These tips are what you need to think about. Note that “brand advocates” can sometimes be influencers. These are people who will strongly advocate for you and will be active on social media in your favor. These people will become apparent as you work more with social media. They will show up in your feed. Consistent and continuous social media efforts should help you to increase your supporters. Susan will be talking more about how to use each individual platform to do this.
- Paula spoken: Now, we are ready to write and start posting! How to do this? Keep these 7 tips in mind!
- Paula spoken: So here are some platforms, and an easy way to see what each can do for your audience. Speaking of which……….now take a pee break!!!
- Susan: Web: dynamic content
- Susan
- Susan: FIND YOUR VOICE: Take the time to post directly to your Page. Speak in first person—your supporters and volunteers want to hear from you. Share candid, personal stories (with permission) like updates from members. Encourage a two-way dialog Get people talking and engaged by asking questions in your status. Then respond to their posts. Make your supporters the stars. If someone posts something great on your page, re-post in a new status message and thank them by name. If you’re having trouble getting this started, start with a photo, describe it in your status, and then get a coworker to comment on it and ask a question. Get Visual Bring your story to life with rich content that captures your message and engages your audience. Use photos and videos. Celebrate your milestones. Create Facebook “events” to highlight not just events but fundraising activities. You can still invite supporters to attend and invite their friends.
- Susan: Share exclusive content Post content on Facebook and Instagram that people won’t find anywhere else. Schedule regular posts on specific topics, like a Tuesday post on “volunteer of the week.” (Hint: you can set this up in HootSuite.) Post “on-the-ground” pictures from the field in real time. Don’t forget to caption. Complete the About section. Fill in everything you can, and make sure your web page is there as well. Post at least once a day to 2-5 times a day. See when your audience responds
- Susan: Artist Vanessa German is also a writer, and each of her posts consists of a long, interesting story accompanied by pictures of her work or her other projects. This is her unique style, but it wouldn’t work well for an organization posting information about its events or activities.
- Susan: On the other hand, while the cover shot is compelling, the content of the page is exclusively photos. This does not engage viewers to interact with the material.
- Susan: SICSA has a good cover photo, and uses its post to describe an event and show a photo from the location. What you can’t see here is the interaction between SICSA staff and visitors to the site.
- Susan: Great example of an event by Grow Pittsburgh. Information is all clear and not hidden. Paula: Added note: Facebook contests are amazing ways to connect with your audience. For example, twice in the past six months I entered two contests run by two local arts organizations. In the first, I won a festival pass, and in the second, I won an Amazon gift certificate. Will I be loyal to these groups? You bet!
- Susan: Talk less, shoot more. The more often you publish, the more you can raise your brand awareness. And while it’s a crowded app, there are some tips that will put the focus on your profile. The art of hashtags. Text following a # that is connected to your organization or your event. You add this after you have said something about your image. The powerful effect of this is that if you ask your followers to tag their images of your event, you can collect an array of images. Paula: How do you find hashtags? They will start to show up automatically in your twitter feeds, Facebook feed, Instagram feeds, as they are used on all platforms. Use them. If you are not already connected to your influencers, do so and start to use their hashtags. You can also use a tool called Hashtagify, along with some others. Put in a key word, like xxxxxx (from a group in attendance), and other hashtags will pop up that you should use. Hashtags are used in all platforms. Paula: May want to reference handout Hashtag Tool Slide
- Susan: Stay Constant *If you have an intern with imaging skills, assign her to this task or take an inexpensive course in digital photography (digital, in this case, meaning “with your phone”). Or get Google to help you with composition and basic lighting tips. She’s generous. Keyboard is the Key You can talk about an upcoming event (or whatever you’re promoting) and point viewers to more information.
- Susan: This is an example of extreme hashtagging. “inktober” only exists in hashtag-land. There is no there there. It is a totally Instagram-based event. By October 11, there were 1.686 million contributions to the project, which consists of hand-drawn images.
- Susan: #inktober2017day2 has 5,872 posts.
- Susan: My daughter says it’s for witty, smart people Twitter users respond to 280-character limit – mostly in 140 characters
- Susan: No HYPERBOLE Paula: Always remember to link back to press releases on your website within twitter
- Paula: An an example of positive tweets you can receive! In a previous job I needed to address negative conversations as well as show positive conversations. Actually, one way to dispel negativity is to show and repost everything positive. Note: Rapid Response to negative feedback. May want to reference Rapid Response document.
- Susan rework: Paula: SEO optimization. Doing website optimization will help to optimize the functionality of your website. Wix does it automatically. The easiest way to do this is by sprinkling your keywords throughout the website. There is a science to SEO, and companies are fully devoted to this. The easiest place to start is to brainstorm topics and conduct google research on them to make sure they fit your organization. There are also a number of tools to help make this process more manageable. Google AdWords Keyword Planner and Google Trends are the most popular. Note: Paula: might want to reference Keywords, 2d SEO Principles, SEO Tips Hubspot,
- Susan: Connect to facebook and website. Goes back to your content strategy—keeping all content connected in terms of messaging and language.
- 1. But to regularly remind your supporters that you are doing good work and inspire them to get involved. 5. Use screenshot of video so they know it will play 6. 66% of all emails are opened on smartphone or tablet 7. provides consistency across different users’ mail clients (particularly since you are using images). It also looks like a newsletter. And you won’t get pinged as a spammer by sending emails to BCC recipients. Also gives you templates to use—and customize.
- Susan says something.
- Susan Read.
- Susan describes Hootsuite.
- Susan: Distribute press release template. Make sure you know how much in advance they want to receive information. Don’t forget to link the Press Release back to your website. Paula spoken: Press releases should be 500 – 800 words. Paula: Might want to reference “for immediate release.” Susan: At the bottom you will want a “boilerplate,” describing your company.
- Susan: Exercise two Class feedback If question 3 goes on for a long time, don’t bother doing marketing brief exercise. Paula: Take it back to your workplace and fill it out!!!! Paula: If time: Exercise three Marketing brief No report back Going through room to help