The Digital Secrets of Marketing ANY Organization, with any Budget in 2016
About the Presenter: Landon McCarter Grew up in Springfield, Mo Won a basketball state championship for Kickapoo in 2003 Bachelor s in Marketing from MSU Started my full time entrepreneurship journey 8 months after grad Founded Jumpsix with Ryan Jennings Grew our marketing firm for last 7 years. Key account manager for Jumpsix Called to do what I do.
Why am I here today? I have a heart to see Non-profit organizations take advantage of the same tools that for profit companies are finding great success with. We have in depth knowledge and expertise to all the tools that a non-profit organization would want to understand to get their message out I want to help the non-profit community succeed
The Digital Secrets of Marketing ANY Organization, with any Budget in 2016
Typical Messages we see Connect with individuals that need your service Connect with potential champions Reaffirm current champions of your excellence Special event marketing No matter what you message is. You need to think through your MARKETING FUNNEL. Here is what I mean.
Organic Traffic (SEO) Paid Social Media Email Marketing Content Marketing Google My Business Audience 1 Audience 2 Website Google Analytics $ (e-commerce) Leads e-mail sign ups etc.
Website This is the foundation of your digital marketing strategy MOBILE FRIENDLY! Home page is front door to your content. Don t overload people Foundational Content vs. Supplemental content Funnel Development leading to a specific conversion goals Audience segmentation is important.
Organic Traffic (SEO) Google My Business Visits your website gets on a monthly basis by people finding you from Google. The higher you rank for keywords that matter to you, the more traffic you get Very high quality traffic. Content structure is quickest way to rise to the top Google My Business is the directory listing Google has for your organization CLAIM IT!
Social Media Facebook, Instagram, Twitter, linkedin, Periscope, etc. When do we use social media? Organic Paid campaigns
Content Marketing People partner with organizations that align with their beliefs. How is someone to know what your approach is if you do not talk about it? When do we use Content Marketing?
E-mail Marketing Crafting a specific message to an audience that is opted into your content. Non-profits do this very well overall. But are you memorializing that content that is created?
Google Analytics and Conversions Google Analytics - The window of what is happening to all your marketing and website efforts from a big picture. Conversions - Tracking the Results of the marketing efforts made.
Paid clicks (Google Adwords) Bypass all organic rankings and pay to be at the very top for whatever keywords you want.
Paid clicks (Google Adwords) Very profitable form of traffic. This is what a majority of Jumpsix Marketing does for for profit clients Easy way to generate traffic TODAY. ITS FREE FOR QUALIFYING 501c3 ORGANIZATIONS Here is how it works
GOOGLE AdGrant Who doesn t qualify? Hospitals Schools Political Campaigns Everyone else is IN! How does the grant work?
Google Analytics will show you this in perfect view 5,000 Website Sessions Paid sessions Social SEO Jan June Dec Months
There are 2 main types of organizations Organizations with a foundation that is ready for marketing / already investing in marketing: Mobile Friendly / Well designed website Already spending marketing budgets towards various digital marketing campaigns Have Google Analytics installed and know what they are looking at Ready to spend marketing dollars on something, but don t know where to start Having some success with website traction but DO NOT KNOW HOW TO MEASURE PERFORMANCE, OR WHAT SUCCESS LOOKS LIKE. Organizations without a foundation, but realize they will get left in the dust without one: Non Mobile Friendly website / Poorly designed or outdated site Do not know what Google My Business is Little to no marketing budget, but would have one if they found something that worked Do not know what Google Analytics is, or how it is used.
Questions?