We will discuss low-cost ways that will produce compounding results over time. As you create marketing assets (blog posts, landing pages, calls to action, links, and social media followings) and then use tools (social media, search engine, pay-per-click, etc.) to help promote and leverage the content, you will drive online traffic, capture leads and convert leads into sales. We also discuss measuring/monitoring results to provide ongoing proof that your marketing programs are working.

1. Hot Strategies to Get Measurable Results:
Traffic, Leads, Donations
Katharine Coles
Special Thanks To Our Sponsors

2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
A Proud Sponsor of NonprofitWebinars.com

3. Today’s Speaker
Katharine Coles
CEO/Founder,
Mad Marketeer
Hosting: Assisting with chat questions:
Sam Frank, Synthesis Partnership April Hunt, Nonprofit Webinars

4. Hot Strategies to Get Measurable Results:
Traffic, Leads, Donations
presented by
MAD MARKETEER
Corporate Quality at Nonprofit Prices
Katharine Coles
Katharine@MadMarketeer.com
310-947-8511

5. Where are you today?
• What are you doing to get new traffic?
• How are you tracking your leads?
• How do you determine which of your
marketing tactics are working?
• Is your website search optimized?
• What ROI do you get on your social media?

6. The “Typical” Nonprofit Picture:
Challenge 1 of 4
GENERATING TRAFFIC
 Not search optimized and, thus, not “findable”.
 Not utilizing social media and other traffic generating
tools.
 Has a very small number of backlinks (external links
from other sources linking to your website; average
needed is 100-300).
 Do not have a Content Strategy and not utilizing blogs,
PPC, webinars, eBooks, or other types of content that
can attract new traffic.

7. The “Typical” Nonprofit Picture:
Challenge 2 of 4
GETTING LEADS
 Not capturing online leads & doesn’t have a way of
tracking when/ if they get leads online.
 Not converting an adequate percentage of traffic into
leads from their website.
 Don’t even know how many leads come to their
website.

8. The “Typical” Nonprofit Picture:
Challenge 3 of 4
INCREASING DONATIONS
 No automatic mechanisms in place to help nurture
leads.
 Not doing anything to nurture online leads into
donations.

9. The “Typical” Nonprofit Picture:
Challenge 4 of 4
IMPROVING MARKETING TACTICS OVER TIME
 Have low Google Page Rank (4/10 or less).
 Not tracking leads from source through outcome.
 Does not measure what marketing tactics are working (or
not).

10. Most understand they have these
challenges … but don’t know what
to do ….
 Website agencies?
 PR?
 SEO?
 Social Media?
 Branding?
There is no silver bullet from any one discipline.
An integrated solution gets the best results! We’re
providing a methodology ….Inbound Marketing

11. History of Marketing
• 50 years ago: Mass Marketing revolution made
possible by TV
•Clicker
•Cable TV
•TiVo
•Internet better content than TV (mass
marketing is OVER)
•New revolution and transformation from mass
marketing to inbound marketing

12. How to Get Results in Today’s
Marketing Environment
What is Inbound Marketing? It is a methodology
that makes you findable by leveraging your website,
social media, blogging, search engine optimization,
search engine marketing and email marketing.
So, how do YOU create an inbound marketing
program?

13. Foundational: Branding and Messaging

14. Foundational: Website Functionality
-Includes a Content Management System
to manage content
-Includes a content management system
for SEO
-Collect money online securely
-eCommerce
-Build your database of constituents
-Add forms/call to action/landing pages
-Blog
-Event registration/sell tickets

15. Foundational:
Why Content Strategy Matters
…marketing/development departments have got to start acting like
media empires… Because audiences turn to what they view as
"authorities" all over the Web to guide their own behaviors and
decisions.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148355

16. 6 Tips for Creating Valuable
Branded Content
http://mashable.com/2011/04/01/branded-
content/
1. Be on the Side of the User
2. Start Platform-Agnostic
3. Make it Portable, Findable & Shareable
4. Release Early, Release Often
5. Stay Close to the Data
6. Be Prepared to Be Surprised

17. Understanding content:
different types of content
• Proprietary Content: You create and it forms basis of
SEO, social sharing, offers, blog posts, press releases,
eBooks, presentations, website copy, video, webinars.
• Syndicated and 3rd Party Content: News feeds
(Reuters) or research (Altimeter, Forrester, IDC).
(Usually requires paid subscription)
• Fair Use Content: Free content from sources all over
the web (headlines, thumbnail photos, galleries, quotes,
social media feeds) Daylife, Moveover & OneSpot
• Movement Marketing: Engage audiences around
issues. (environmental, green, breast cancer, etc.)

18. Methodology
But what results can you expect?

19. Inbound Mktg Source Important Leads
Data based on organizations using this methodology: Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

21. Success Drives Investment in Inbound
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

22. Inbound Marketing is Cost Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

23. TRAFFIC
Search
Social Media

24. Blogging More Often Drives Results
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

25. Blogging & Social Media Influence SEO
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

26. Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

27. Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

28. Blogging Brings Social Media Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

29. Compelling reasons, but still….

30. Leads by Indexed Web Pages
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

31. Indexed pages help traffic & branding
when you keep showing up in results

33. 10 Content Ideas for
Blogs, Email and Social Media
 Answer Customer Questions (Generate a list of questions)
 Aggregate Industry Information (Compile popular industry statistics,
images, videos, etc. into one article … save them time!)
 Think Beyond Text (Publish video, audio interviews of industry experts,
event photos, etc.)
 Seek Out Guest Authors (They get exposures and a link to their own
website or blog!)
 Make Lists (how-to, best-of, etc.)
 Make Charts
 Think Like an OpEd Writer (Take a stance… get controversial
 Look at Your Analytics (Write a post relevant to who is following you)
 Review Industry Books (Write or produce video reviews; identify segments)
 Break News (Summarize news announcements and relate to your industry)
http://blog.hubspot.com/blog/tabid/6307/bid/6023/10-Simple-Strategies-for-Business-Blog-
Content.aspx#ixzz1ElRzEq6m

34. Making Sure You Rank High
So Users Can Find You
Paid Search
Results
Natural
Search
Results

35. The importance of search is growing …
It’s today’s “yellow pages”

36. POLL Question
How many of you know what your
Google Page Rank is?

37. Rank highly correlates to search
returns; Varies by industry

38. Page #1 search for “zoos” (7/10)

39. Page #9 search for “zoos” (4/10)

40. Factors Affecting Google Rank
-Amount of traffic that comes to your site
- How many back links come into your site
-How well your site is search optimized

42. Facebook conversations to engage

43. Specialized Social Media

44. POLL Question
Are you already a Jumo member?

45. Social Media Marketing:
The Most Effective Tactics

46. Nonprofit Reviews

47. POLL Question
Has anyone written a review of
your nonprofit?

49. Twitter: More followers = More leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

50. Twitter Drives More for Any Size
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

51. LEADS

52. Offers
 When do YOU take action on a website?
 Information you want or need
 Discount
 Giveaway
 Ebooks, white pages
 Webinars
 Use your imagination!

53. Offer of Information

54. Offer engages & leads to an exchange

56. The offer helps motivate

58. Why a Landing Page?

63. Call-To-Action Buttons

64. DONATE

65. Email Proven ROI
 Email delivers $42 for every $1 spent.
(Source: The DMA, 2010)

66. How to Nurture
 Capture their contact information
 Learn what they are looking for
 Communicate those things to them

67. IMPROVEMENT OVER TIME

68. Barriers to Social Media Adoption

69. Two Ways to Measure and Monitor
•Do-It-Yourself
•Integrated Software

70. Do-It-Yourself: Hundreds of Tools

71. BackLinkWatch.com
Goal: 100-300 links (prefer one way)

72. How to Find Your Google Page Rank
(highly correlated with search results)
 Download Google Toolbar OR go to:
http://www.prchecker.info/check_page_rank.php

73. The Challenge with Do-It-Yourself
-Time!
- Information is not integrated

74. Automated software does all of this and more!
- Check each page for SEO improvements.
- Review inbound links.
- Maintain an integrated marketing funnel (track leads from blogs,
social media, email etc and track ROI).
- Send automated emails to help nurture conversions.
- Create lists of leads and send targeted communications.
- Blog analytics: uncover best articles.
- Like Organizations: compare your marketing metrics.
- Analyze visits by page.
- Monitor social media conversations.
-

75. Thank You!
Get Started Today.
Sign up TODAY to receive a free 30 minute Marketing Assessment.
•Measure & Monitor Worksheet
•Your Basic Analytics (Page rank, SEO)
•Marketing Grader: where do you need the most improvement
•Automated Software Options (free to $250/month)
To also get free advice, receive marketing tips and ask your questions:
www.MadMarketeer.com/Mailing List
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Interested in software or other marketing services that
drive traffic, leads and revenue, contact us today!
310-947-8511
katharine@MadMarketeer.com

76. POLL Question
Would you like to be contacted for
a complementary assessment?

77. Find the listings for our current season of webinars
and register at
NonprofitWebinars.com
Chris Dumas
Chris@NonprofitWebinars.com
707-812-1234
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