how to market your business or non profit

Halfmoon YogaHalfmoon Yoga

B•B•Q

How to Market Your Business or Nonprofit Online

A framework for small businessesand organizations.

© 2014

2013 Constant Contact All Star Award Winner

Kim Butler, The URL Dr.

KimButler@TheURLdr.com

facebook.com/theurldr

@theurldr

#theurldrwebinar

Marketing has changed

Goals and objectives

4 Pillars of Marketing Success

Get found (discoverability)

Nurture relationships, grow your lists,increase loyalty

Use campaigns that drive action

Analytics and decision-making

Next steps

Agenda

Marketing | Goals & objectives | 4 pillars | Next steps

MarketingYou have an advantageYou can be your authentic self

marketing

Marketing

At its core, marketing is abouteliciting a physical and measureable

response

Marketing

It’s pretty simple

1. Define an audience 2. Run a campaign that targets those people

3. Elicit a physical, measurable response

Marketing

Marketing has changed.

Find

Marketing then. Marketing now.

Convert

Keep

© Constant Contact 2012

Marketing

Engagement marketing

~10%New

business~90%

Current

customers

Marketing

Engagement marketing

newbusiness

~90%Word of mouth

~10%New prospects

New

business

Marketing

Engagement marketing

~9%Word of mouth

~1%New prospects

~90%Current

customers

Marketing

Engagement marketingis marketing for the other 99%

99%

Marketing

Engagement is the new word of mouth

Marketing

ENTICE to stay in touch

ENGAGEPeople

Engagement drives SOCIAL

VISIBILITY

Provide a “Wow!”EXPERIENCE

21

Marketing

Small business marketing

isn’tColor schemes

Catchy slogans

Super Bowl ads

“Pretty” emails

Marketing

Small business marketing

isGetting

measureableresults

Delivering onyour promise

Nurturing relationships

Marketing | Goals & objectives | 4 pillars | Next steps

Goals & objectives

Marketing goals

new customers, donorsReach

repeat business, supportDrive

leads and relationshipsNurture

members, advocates,

volunteersEngage

donations, revenueIncrease

Goals & objectives

Get more specific with objectives

donations this monthDrive

content to tradeshow leadsDeliver

seats on a SundayFill

Goals & objectives

Get more specific with objectives

seats on a SundayFill

Goals & objectives

Is it a good objective?Three questions to ask

Will achieving this objective help my business grow?

1 2

Is this objective attainable?

3

How will I measure it, ormy progress towards it?

Marketing | Goals & objectives | 4 pillars | Next steps

4 Pillars

Getting found & discoverability

Engage & nurture

relationships

Campaigns that drive action

Analytics & making

decisions

4 Pillars

Getting found & discoverability

Engage & nurture

relationships

Campaigns that drive action

Analytics & making

decisions

Mobile

Search & SEO

Social

Listings

4 Pillars

Getting found & discoverability

Mobile

• Avoid using too much text

• Avoid multiple columns

• Use clear & easy calls to action

• Avoid tiny font

• Use images carefully

4 Pillars

Search & SEO (search engine optimization)

SEO

• Keyword research

• Keywords with local intent

• Unique title tags w/local intent

• NAP on every page

• Quality inbound links

Flower shops DCFlower shops

4 Pillars

Social

Social

• 50/30/20 Rule

• Create an editorial calendar

• Post text and visual updates

• Participate in social networking

• Monitor engagement

50%

30%

20%Question Photos

4 Pillars

Listings – Review Sites & Directories

Listings

• Google, Bing, Yahoo!

• Yelp, Merchant Circle, CitySearch

• YellowPages, WhitePages

• Urbanspoon, TripAdvisor

• Foursquare, Local.com, Mapquest

www.yext.com

4 Pillars

Getting found & discoverability

Engage & nurture

relationships

Campaigns that drive action

Analytics & making

decisions

Engagement marketing

List growth & management

Loyalty

PermissionCAN-SPAM compliance

THANK�YOU

BonusOf fer !

Mobile

Search & SEO

Social

Listings

4 Pillars

Engage & nurture relationships

EngagementMarketing

• Provide a WOW! experience

• Entice customers to stay in touch

• Engage with people online

• Interact with social media

• Listen to what is being said

4 Pillars

Engage & nurture relationships

List Growth &Management

• Collect emails online & off

• Web sign-up tool on site & FB

• Scan to Join

• Text to Join

• Social media management tools

TXT

4 Pillars

Engage & nurture relationships

THANK�YOU

BonusOf fer !

Loyalty

• Reward current customers

• Get customers to share your offers

• Have a good offer

• Deal seekers don’t return

• Track your offers & results

Day

1

Day

5

Day

9END

4 Pillars

Engage & nurture relationships

Can-SPAMCompliance

• “From,” “To,” “Reply to”

• Clear Subject Lines

• Provide a physical location

• Easy opt-out

• Don’t be a spammer

Comply with the CAN-SPAM Act

go to www.business.ftc.gov and search

“CAN-SPAM”

Don’t Be a Spammer!

Engagement marketing

List growth & management

Loyalty

PermissionCAN-SPAM compliance

THANK�YOU

BonusOf fer !

4 Pillars

Newsletters & Email

Feedback & Surveys

Offers & Promotions

Events & Registration

Getting found & discoverability

Engage & nurture

relationships

Campaigns that drive action

Analytics & making

decisions

Mobile

Search & SEO

Social

Listings

4 Pillars

Campaigns that drive action

Newsletters& Email

• Segment your list

• Find the best day & time to send

• Compelling subject lines

• Use email and social together

• Use social sharing tools

Regular customers or donors

VIPs

Seasonal customers

New

4 Pillars

Campaigns that drive action

Feedback& Surveys

• Listen to your audience

• Know your objective

• How long is long enough?

• When to survey?

• Allow time for responses

“I’d spend more if the customerservice was better.”

SURVEY

4 Pillars

Campaigns that drive action

Offers& Promotions

• Set goals and objectives

• Use a combination of offers

• P.E.A.R.

• Distribute, promote, share

• Results and follow-up

coupons

Facebookpromotion

local deals

Expiration

of offerPrice

# of offersAvailable

Terms &Restrictions

%

4 Pillars

Campaigns that drive action

Events& Registration

• Timing Matters

• Use an online registration page

• Only collect information you need

• Good data in, Good data out

• Consider $ and payment methods

Presentation Design Workshop

Check Credit card

Online payment solutions Cash

Results & reporting

Analytics –“so what?”

Adjustment and iteration

Hypothesis testing

Newsletters & Announcements

Feedback & Surveys

Offers & Promotions

Events & Registration

Engagement marketing

List growth & management

Loyalty

PermissionCAN-SPAM compliance

THANK�YOU

BonusOf fer !

4 Pillars

Getting Found & Discoverability

Engage & Nurture

Relationships

Campaigns That Drive Action

Analytics & Making

Decisions

?

Mobile

Search & SEO

Social

Listings

4 Pillars

Analytics & Making Decisions

Results& Reporting

• Opens, click throughs, shares

• Attendees, no shows, revenue

• Units sold, new vs repeat clients

• Information and ideas gained

• Fan & follower growth, post types

• Unique visits, conversion rate

4 Pillars

Analytics & Making Decisions

Analytics

• Where is traffic coming from?

• What keywords brought visitors?

• What did visitors do on my site?

• What marketing efforts are working?

• What’s my bounce rate?

4 Pillars

Analytics & Making Decisions

Adjustment& Iteration

• Change subject lines, CTAs

• Change the date, theme, location

• Change the discount, use content

• Change design, CTAs, SEO

• Change type of posts, promotions

4 Pillars

Analytics & Making Decisions

?Hypothesis

Testing

• Colors

• Images

• Calls to action

• Design

• Pricing and offers

4 Pillars

Getting Found & Discoverability

Engage & Nurture

Relationships

Campaigns That Drive Action

Analytics & Making

Decisions

Newsletters & Email

Feedback & Surveys

Offers & Promotions

Events & Registration

Engagement marketing

List growth & management

Loyalty

PermissionCAN-SPAM compliance

THANK�YOU

BonusOf fer !

Results & reporting

Analytics –“so what?”

Adjustment and iteration

Hypothesis testing?

Mobile

Search & SEO

Social

Listings

Marketing | Goals & objectives | 4 pillars | Next steps

Next steps

This is important

Next steps

You can do this!

Next steps

Start where you areAnd where your customers andrelationships are.

SAVE!

Halfmoon YogaHalfmoon Yoga

B•B•Q

© 2014

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www.TheURLdr.com

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