the nonprofit step by step guide to internet marketing by...
TRANSCRIPT
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All-in-OneMarketing Software
Search Engine Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
Welcome to
INBOUND MARKETING ATTRACTING DONORS AND VOLUNTEERS
Achieve Your Admissions Goals With Campaigns
Offer
LP
CTA
Blog
SM
More Donors
Blog
SM
More Traffic
LP
CTA
LN
Blog
SM
More Volunteers
7 Steps FOR ATTRACTING DONORS AND VOLUNTEERS
Develop Targeted Offer to Generate New Email Contacts
Adver;se Offer On Your Website
Automate Follow-‐up Emails
Market Offer to Exis;ng Contacts
AEract Admissions Through Blogging
Use Social Media To Promote
Measure Every Element with Analy;cs
How To Use
Offer
LP + CTA
LN
Email Blog
Social
Analyze
Offer
LP + CTA
LN
Blog
Social
Analyze
The Funnel FOR CONVERTING DONORS AND VOLUNTEERS
Targeted Offers Generate More Donors & Volunteers
Landing Page & Call To Ac;ons Promote the Offer.
Automated Emails Guarantee Follow Up with Perspec;ve Donors.
Email Blasts Adver;ses Offer to Perspec;ve Donors.
Blog To AEract Donors & Volunteers.
Use Social Media to Promote Offers and Blog Posts
Analy;cs Measure, Analyze and Improve Each Campaign Element.
Offer
LP + CTA
LN
Blog
Social
Analyze
More Traffic
More Volunteers
More Donors
Measure & Analyze
More Traffic, Donors & Volunteers with Inbound Marke;ng Campaigns
Offer
LP + CTA
LN
Email Blog
Social
Analyze
Step By Step Guide To Nonprofit Campaigns
HubSpot Guide to Internet Marke;ng Inbound Marke;ng Campaign
Offer
LP + CTA
LN
Email Blog
Social
Analyze
VISUALIZE AN OFFER TO GIVE YOUR PERSPECTIVE DONORS AND VOLUNTEERS
Understand The Donor Conversion Path
Create a Landing Page To Advertise Offer
LP
Create a Call To Action That Links to Landing Page
CTA
75% of people prefer to receive offers over any other form of call to action.
Source: Textmarketer
LN
Create Lead Nurturing Email Workflows That Follow Up with Prospective Donors
Create an Email Marketing Offer to Existing Contacts
Email marketing has an average return on
investment of $44.25 for every dollar spent
Source: Direct Marketing Association
Blog
Publish a Series of Blog Articles On the Topic of The Offer
Promote Landing Page and Blog Articles on Social Media
Social
The Average value of a Nonprofit Facebook Like is $214.81 over 12 months following acquisition.
Source: Netwitsthinktank.com
Analyze
HubSpot Guide To Internet Marketing Analysis & Measurement
“One of my favorite things about HubSpot is its ease of use. I can go in and manage what I need to manage, and I don't have to feel like I need to speak a different language to do it." —Bethany Garrity, Director of Media, NIFS
Source: HubSpot Case Study
Key Campaign Metrics Landing Pages • Conversion Rate = • Total Submissions = • New Leads = • Customers = Call to Action Buttons • Views to Clicks Rate = • Clicks to Submissions Rate = • Views to Submissions Rate =
Lead Nurturing Emails • Opens = • Open Rate = • Click Through Rate = • Reconversions = • Customers =
Email Blasts • Opens = • Open Rate = • Click Through Rate = • Reconversions = • Customers = Blog Posts • Page Views = • Inbound Links = • Leads = • Customers =
Social Media Posts • Clicks = • Shares / Retweets = • Leads = • Customers =
Analyze
26
All-in-OneMarketing Software What is
HubSpot?
SEO Consultants
+ +
+ +
+
You can do marketing this way.
28
All-in-OneMarketing Software
Or you can do marketing this way.
Campaign Resources Tutorials and How to Guides
Resources for Creating Offers
Tutorials: • TUTORIAL: How to create an offer that generates leads
eBooks: • Guide to Killer Content Creation
Articles: • 25 Clever Ways to Grow Your Email Marketing List • How to Create Marketing Offers That Don't Fall Flat
Worksheets: • 13 Ways To Create New Offers Templates: • Marketing Offer Templates
Download Guide
Resources for Landing Pages
Tutorials: • TUTORIAL: How To Create Landing Pages On HubSpot
eBooks: • An Introductory Guide to Landing Pages • How To Optimize Landing Pages
Articles: • Why Landing Pages Are an Indispensable Part of Marketing • 7 Point Checklist for Powerful Landing Page Copy • 5 Foolproof Ways to Prevent Landing Page Abandonment • 9 Must-Haves For the Perfect Landing Page • How Long Should Your Landing Page Forms Be?
Download Guide
Resources for Call To Actions
Tutorials: • TUTORIAL: How to create a Call to Action (CTA)
eBooks: • An Introduction To Effective Calls-To-Action Articles: • 13 Sloppy Mistakes You're Making With Your Calls-to-Action • How to Master the Design of Compelling Calls-to-Action • How to Write Call-to-Action Copy That Gets Visitors Clicking • 12 Critical Elements Every Homepage Must Have [Infographic] • 4 Types of Calls-to-Action You Need for Marketing Success
Download Guide
Resources for Lead Nurturing Workflows
Tutorials: • TUTORIAL: How to set up workflows to create lead
nurturing campaigns • TUTORIAL: How To Turn Leads Into Customers
eBooks: • How To Use Lead Nurturing For Smarter Marketing
Articles: • 6 Lead Nurturing Emails Every Business Should Send • 5 Steps for Creating Successful Lead Nurturing
Campaigns • How to Tailor Lead Nurturing Content to Suit
Individual Personas • 8 Ways to Integrate Social Media Into Your Lead
Nurturing Campaigns
Download Guide
Resources for Email Marketing
Tutorials: • TUTORIAL: How to create and send an email in HubSpot • TUTORIAL: How to segment your contacts to create email
lists
eBooks: • Optimizing Email Marketing For Conversions • How to Execute & Measure Successful Email Marketing Articles: • The 9 Must-Have Components of Compelling Email Copy • 7 Expert Email Marketing Tips You're Probably Missing Out
On • Why List Segmentation Matters in Email Marketing • 9 Examples of Beautiful Email Marketing • 10 Simply Awesome Examples of Email Marketing • How to Improve Your Email Marketing With an Integrated
Approach
Download Guide
Resources for Blogging
Tutorials: • TUTORIAL: How to use the Blog tool to create new content
eBooks: • Introduction to Business Blogging • Easy Fixes To Business Blogging Mistakes Articles: • Read The Latest Articles from HubSpot Blog • 12 Business Blogging Shortcuts for Time-Crunched Marketers • How to Write Stellar How-To Posts for Your Business Blog • 9 Ways to Increase Visibility for Your Best Blog Content • Top 10 Qualities of High-Quality List Posts • 20 Simple Ways to Boost Blog Subscribers • 10 Amazing Blogs About Blogging to Start Reading Now • 9 Questions To Ask Before Hiring a Freelance Blogger • How To Hire to A Rockstar To Manage Your Blog Worksheet: The Blogging Worksheet
Download Guide
Resources for Social Media
Tutorials: • TUTORIAL: How to set up your social media tools & link your
social media accounts to HubSpot • TUTORIAL: How to use the social media publishing tool to
promote your content
eBooks: • 10 Step Guide To Social Link Building • How to Enhance Your Internet Presence with Social Media
Articles: • 30 Brilliant Social Media Marketing Tips From 2011 • 26 Social Media Marketing Hidden Treasures You Never Knew
Existed • How to Cultivate a Company-Wide Social Media Culture • Why You Need Social Media, Even if Your Customers Don't
Download Guide
Resources for Analytics & Measurement
Tutorials: • TUTORIAL: How to measure your site traffic • TUTORIAL: How to track your leads • TUTORIAL: How to track your customers
eBooks: • An Introduction to Inbound Marketing Analytics • How to Unlock The ROI Of Your Marketing With Analytics
Webinar: • The Science of Analytics Webinar Worksheet: • Monthly Marketing Report
Free Tool: • Marketing Grader
Download Guide
Develop Targeted Offer to Generate New Email Contacts
Adver;se Offer On Your Website
Automate Follow-‐up Emails
Market Offer to Exis;ng Contacts
AEract Leads Through Blogging
Use Social Media To Promote
Measure Every Element with Analy;cs
How To Use
Offer
LP + CTA
LN
Email Blog
Social
Analyze
Offer
LP + CTA
LN
Blog
Social
Analyze