Online Marketing Strategy and Tactics to Drive Volunteer Recruitment and Awareness

Transcription

1 Online Marketing Strategy and Tactics to Drive Volunteer Recruitment and Awareness 2015 Texas CASA Conference San Marcos, Texas November 6, Applicants 26 Advocates October 2014 September

2 OVERVIEW 1 ONLINE MARKETING STRATEGY: WHAT IS INBOUND MARKETING? 2 THE PHILOSOPHY: WHY INBOUND WORKS. 3 THE METHODOLOGY: HOW INBOUND WORKS. 4 THE TOOLS: TACTICS THAT WORK. 5 ADDITIONAL RESOURCES. 1 ONLINE MARKETING STRATEGY WHAT IS INBOUND MARKETING? 2

3 WHAT IS INBOUND MARKETING? Instead of buying ads, buying lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about your mission and organization on their own accord. INBOUND IS AN APPROACH TO MARKETING THAT REACHES PEOPLE TODAY. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media. Understand what content pulls your online visitors through the prospect funnel, and use that context to personalize your marketing at scale. 3

4 INBOUND MARKETING CAN BE UNDERSTOOD IN THREE WAYS: 1. Inbound as a philosophy (the WHY? ); 2. Inbound as a methodology (the HOW? ); and 3. Inbound as a tool set (the TACTICS ). TOOL SET INBOUND MARKETING IN A NUTSHELL: Market with a magnet, not a sledgehammer. 4

5 2 THE PHILOSOPHY: WHY INBOUND WORKS INBOUND AS A PHILOSOPHY. Inbound marketing is a philosophy based on the truth that people choose organizations to work with differently today than they did 10 years ago. 5

6 THINK ABOUT IT. PRE-INTERNET. Prospect: Relatively uninformed. Prospect Journey: Linear. Marketing Tactics: Interrupt (direct mail campaigns, blasts, cold calls and advertising). TODAY. Prospect: Well-informed. Prospect Journey: Fluid and random. Starts with Google. Marketing Tools: Thought leadership through content creation. HOW DID THIS TRANSFORMATION TAKE PLACE? 3 There are three major reasons why prospects are skeptical about brands, and why interruptive advertising, direct mail and cold calling aren t nearly as effective as they once were 6

7 WHY INTERRUPTION DOESN T WORK: 1. Overwhelming Amounts of Information 2. Deceptive Advertising 3. Technology Empowered Prospects THAT S WHY PERMISSION BECAME MORE EFFECTIVE THAN INTERRUPTION. By aligning the content you publish with your audience s interests, you can earn permission to market to prospects that you can convert into leads, close into Volunteers, and delight to the point they come promoters of your organization. 7

8 There are several major themes of inbound, permission-based marketing. Let s talk about them. CONTENT CREATION. Create targeted content that answers the prospects basic questions and needs, and share that content far and wide Examples: Blog Articles, Infographics, ebooks, Case Studies, White Papers, Videos, etc. 8

9 LIFECYCLE MARKETING. Recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions Example: Providing information for Awareness Vs. Consideration PERSONALIZATION & CONTEXT. As you learn more about your prospects over time, you can better personalize your messages to their specific needs to increase conversion Example: Providing information based on problem/solution approach and based on their interests 9

10 A MULTI-CHANNEL PRESENCE. Inbound marketing is multi-channel by nature because it approaches people on the channels they want to interact with you on and when its convenient for them. Examples: Website, Blog, , LinkedIn, Facebook, Pinterest, Instagram, Twitter, etc. TECHNOLOGY. Publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time. Examples: Hubspot, Hootsuite, MailChamp, Google Analytics, etapestry, etc. 10

11 IN SUMMARY, INBOUND MARKETING IS ABOUT... Building trust, not skepticism among your prospects. Being loved, not ignored by your audience. Outsmarting, not outspending your competitors. 3 THE METHODOLOGY: HOW INBOUND WORKS 11

12 THE METHODOLOGY. The inbound philosophy is backed by a methodology that helps organizations attract, convert, close, and delight visitors, leads and Volunteers through a variety of channels such as social media, blogging, SEO, landing pages, forms, and . The methodology facilitates the prospect journey through the funnel from strangers to promoters of your organization. 12

13 THE METHODOLOGY VISUALIZED ATTRACT CONVERT CLOSE DELIGHT STRANGERS VISITORS LEADS VOLUNTEERS PROMOTORS Blog, Social Media, Keywords, Website & Landing Pages Calls-to-Action, Landing Pages, Forms & Contacts , Workflows, Lead Scoring & CRM Integrations Social Media, Smart-Calls-to- Action, & Workflows Note: Note the tools are listed under the action where they first come into play, but that s not the only place they re applicable! Several tools, like , can be essential in several stages of the methodology THE METHODOLOGY VISUALIZED ATTRACT STEP 1: CONVERT ATTRACT STRANGERS AND TURN THEM Forms INTO & WEBSITE Contacts VISITORS 3 DELIGHT STRANGERS VISITORS LEADS You want to attract people that will potentially become , Workflows, Lead Scoring CLOSE leads. Attract your ideal customer or buyer persona by & CRM Integrations creating content that s valuable VOLUNTEERS and easy for them to find. PROMOTORS Blog, Social Media, Keywords, Website & Landing Pages Calls-to-Action, Landing Pages, Social Media, Smart-Calls-to- Action, & Workflows Note: Note the tools are listed under the action where they first come into play, but that s not the only place they re applicable! Several tools, like , can be essential in several stages of the methodology 13

14 THE METHODOLOGY VISUALIZED ATTRACT CONVERT STRANGERS VISITORS LEADS , Workflows, Lead Scoring & CRM Integrations Once you ve got visitors to your VOLUNTEERS site, the next step is to convert those visitors into leads by gathering their contact Social Media, Smart-Calls-toinformation. DELIGHT In order to get this valuable information, you Action, & Workflows need to offer something up in return. PROMOTORS STEP 2: CLOSE CONVERT WEBSITE VISITORS INTO LEADS Blog, Social Media, Keywords, Website & Landing Pages Calls-to-Action, Landing Pages, Forms & Contacts Note: Note the tools are listed under the action where they first come into play, but that s not the only place they re applicable! Several tools, like , can be essential in several stages of the methodology 1 4 THE METHODOLOGY VISUALIZED STEP 3: CLOSE LEADS INTO STRANGERS VOLUNTEERS THROUGH LEAD NURTURING ATTRACT Blog, Social Media, Keywords, Once you ve attracted the right visitors and converted the Website & Landing Pages right leads, you need to transform VISITORS those leads into volunteers with targeted, automated nurturing and social Calls-to-Action, media Landing Pages, interaction 2 CONVERT Forms & Contacts 3 CLOSE DELIGHT LEADS VOLUNTEERS PROMOTORS , Workflows, Lead Scoring & CRM Integrations Social Media, Smart-Calls-to- Action, & Workflows Note: Note the tools are listed under the action where they first come into play, but that s not the only place they re applicable! Several tools, like , can be essential in several stages of the methodology 14

15 THE METHODOLOGY VISUALIZED 1 4 DELIGHT STRANGERS STEP ATTRACT 3: DELIGHT AND TURN THEM INTO PROMOTERS Blog, Social Media, OF YOUR Keywords, Website & Landing Pages BRAND, ORGANIZATION AND MISSION VISITORS Using context and personalization to deliver tailored Calls-to-Action, Landing Pages, messages, 2 CONVERT continue to engage with, delight, and (hopefully) Forms & Contacts empower your current Volunteer LEADS base into happy promoters of your organization. , Workflows, Lead Scoring 3 CLOSE & CRM Integrations VOLUNTEERS PROMOTORS Social Media, Smart-Calls-to- Action, & Workflows Note: Note the tools are listed under the action where they first come into play, but that s not the only place they re applicable! Several tools, like , can be essential in several stages of the methodology Now that we ve covered the methodology, we re ready to dig deeper into the tools you need to get visitors (traffic), leads, and Volunteers. 15

16 4 THE TOOLS: TACTICS THAT WORK STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS Tools to attract strangers to your site include: Blogging Social Media Keyword Optimization Site Pages 16

17 We re going to take a moment to emphasize the importance of blogging because it s that important... ORGANIZATIONS THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DON T. Survey N = 2,300 Source: HubSpot 17

18 Organizations blog because it s one of the most effective ways to attract potential Volunteers to the website. SERIOUSLY. BLOGGING WORKS. The average company that blogs generates: 55% more website visitors. 97% more inbound links. 434% more indexed pages. Source: HubSpot IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS NEW LEADS INDEX MONTHLY BLOG POSTS 18

19 SERIOUSLY. BLOGGING WORKS. CONTENT THE AUDIENCE IS ACTUALLY LOOKING FOR. People are interested in: How abuse effects children? What does an Advocate do? Specific stories about Advocates helping children 19

20 WORKSHEET BLOGGING CALENDAR. Link to Document Blogging isn t the only tool that effectively attracts prospects to you, though. 20

21 YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES, TOO. You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your organization. WORKSHEET SOCIAL MEDIA SCHEDULING Link to Document 21

22 TECHNOLOGY SOCIAL MEDIA SCHEDULING Hootsuite (Free Plan) Up to 3 Social Media Profiles Enhanced Analytics and Report Message Scheduling Responding to Comments & Tweets 2 Campaigns Included Basic App Integration Auto Publish Blog from RSS Feed Hootsuite University (information and training on social media) Paid plans start at $9.99 Link to Hootsuite TECHNOLOGY SOCIAL MEDIA GRAPHICS Canva (Free Plan) Easily create beautiful designs and documents Use the drag-and-drop feature and professional layouts to design consistently stunning graphics. Paid plans start at $12.99 for businesses with multiple teams (in beta) Link to Canva 22

23 YOU SHOULD CREATE CONTENT AROUND TARGETED KEYWORDS AS WELL. You need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for WORKSHEET ON PAGE SEO Link to Worksheet - On Page SEO.xlsx Link to Worksheet - Blogging With Your Keywords.xls 23

24 Now, what tools do you use to turn traffic into leads? STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Tools to convert visitors into leads include campaigns with: Calls-to-Action Landing Pages Forms Contacts Database 24

25 ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION. Calls-to-action (CTAs) are buttons or links that encourage your visitors to take action, like Become an Advocate or Attend a Webinar. If you don t have CTAs or if they aren t enticing enough, you won t generate leads. Link to Canva to Create CTAs DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS. When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. 25

26 TECHNOLOGY LANDING PAGES Unbounce (Free 30 Day Trial) Using Unbounce, marketers can build custom, high-converting landing pages without relying on technical teams or dealing with I.T. bottlenecks. Unbounce can make your next campaign faster and more effective. Integrates with multiple 3 rd party softwares to share information Paid plans start at $49 Link to Unbounce USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS. In order for visitors to become leads, they must fill out a form and submit their contact information. Optimize your form to make this step of the conversion process as easy as possible. 26

27 HOUSE ALL OF YOUR CONTACTS IN ONE PLACE. Keep track of the leads you're converting in a centralized marketing database so you can make sense out of every interaction you ve had with your contacts be it through , a landing page, or social media. FACEBOOK CAMPAIGN #1 (Version A) 27

28 FACEBOOK CAMPAIGN #1 (Version B) FACEBOOK CAMPAIGN #2 (Version A) 28

29 FACEBOOK CAMPAIGN #2 (Version B) YES. SOCIAL MEDIA MARKETING WORKS. The average company that uses social media generates: 185% more website visitors. 125% more website leads. 77% more Volunteers. Source: HubSpot 29

30 What tools do you use to turn leads into Volunteers? STEP 3: CLOSE LEADS INTO VOLUNTEERS THROUGH LEAD NURTURING. Tools to close leads into Volunteers include: Marketing Marketing Automation 30

31 SEND TARGETED S TO LEADS TO PULL THEM THROUGH THE PROSPECT FUNNEL. What if a visitor clicks on your CTA and fills out a form on a landing page to download an ebook, but still isn t ready to become a customer? Nurture them with a series of s focused on useful, relevant content until they re ready. TECHNOLOGY MARKETING & SOCIAL etapestry Marketing A variety of templates Spam analysis tool Schedule delivery options & reporting Social Media Easily share content over social Built-in social sharing Track how content is being shared online Sending the right messages to the right people Paid plans start at $119/mo with 1,000 Records; 10,000 Annual s Link to etapestry 31

32 TECHNOLOGY MARKETING MailChimp (Free up to 2000 Subscribers) Flexible drag and drop design Advanced Comprehensive mobile options Hundreds of integrations with apps Segment by behavior and contact data Paid plans start at $10 Link to MailChimp GO BEYOND BY USING AUTOMATION INFORMED BY CONTEXT AND LIFECYCLE. If a visitor downloaded an ebook in the past, you might want to send that lead a series of related s. But if they follow you on Twitter and visited certain pages on your website, you might want to tailor the messaging. 32

33 What tools do you use to turn Volunteers into willing promoters? STEP 4: DELIGHT VOLUNTEERS TO TURN THEM INTO PROMOTERS OF YOUR ORGANIZATION. Tools to delight your Volunteers include: Smart Calls-to-Action Social Media and Marketing Automation 33

34 KEEP THE CYCLE GOING BY CONTINUALLY NURTURING WITH PERSONALIZED CONTENT. Treat people like people and earn trust by using smart content to create a tailored experience based on prospects needs across all of your marketing channels from CTAs to to landing pages. Alas, we re done with the tools! Here s how the inbound methodology and tools all come together. 34

35 THE METHODOLOGY VISUALIZED STRANGERS ATTRACT: GET TRAFFIC VISITORS CONVERT: GET LEADS LEADS CLOSE: GET VOLUNTEERS VOLUNTEERS DELIGHT: ANALYZE & OPTIMIZE PROMOTORS Create blog content, search engine optimize (SEO) that content, and promote it on social media sites. Place calls-to-action throughout your website, blog, social accounts, and to drive visitors to landing pages with forms. Send leads targeted, automated s to drive them through the prospect cycle. Analyze the success of your marketing campaigns and optimization or personalization for future success. Note: Note the tools are listed under the action where they first come into play, but that s not the only place they re applicable! Several tools, like , can be essential in several stages of the methodology 5 ADDITIONAL RESOURCES 35

36 ADDITIONAL TECHNOLOGY & TOOLS TO HELP YOU REACH YOUR GOALS Content Marketing Templates ebook Designs in PowerPoint Advertising Worksheet Google Adwords.xls Goals & Planning Worksheet - Smart Goal Planning.xls Monthly Reporting & Analytics Worksheet - Monthly Reporting Template.xls Google Analytics QUESTIONS Alli Stephens alli@casaspeaks4kids.com Katrice Svanda katrice@digitalimpactagency.com 36