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.

[email protected]

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


newbusiness

~90%Word of mouth

~10%New prospects

New

business

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

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?

4 Pillars

Getting found & discoverability

Engage & nurture

relationships

Campaigns that drive action

Analytics & making

decisions

4 Pillars


Engage & nurture

relationships


Analytics & making

decisions

Mobile

Search & SEO

Social

Listings

4 Pillars


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


Engage & nurture

relationships


Analytics & making

decisions


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


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


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


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!



Loyalty


THANK�YOU

BonusOf fer !

4 Pillars

Newsletters & Email

Feedback & Surveys

Offers & Promotions

Events & Registration


Engage & nurture

relationships


Analytics & making

decisions

Mobile

Search & SEO

Social

Listings

4 Pillars


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


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


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


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




Loyalty


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

• 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


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


?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




Loyalty


THANK�YOU

BonusOf fer !

Results & reporting

Analytics –“so what?”

Adjustment and iteration

Hypothesis testing?

Mobile

Search & SEO

Social

Listings

Next steps

This is important

Next steps

You can do this!

Next steps

Start where you areAnd where your customers andrelationships are.

SAVE!

Value Package for Constant Contact

Today’s Webinar Special

Online Learning System $199

Custom Email Template $ 99

Email Audit $199

Package Value $497

$497 Package FREEwww.TheURLdr.com/offer

Plans start at $20/month | No Contract | 100% Money Back Guarantee

[email protected] facebook.com/theurldr @theurldr