by Marketing | Apr 7, 2015 | Digital Marketing, Websites
Step 4 of 6 – Audience Targeting
1. Import your email lists into Facebook as custom audiences.
2. Create saved target audiences– one workplace targeted audience, one job title audience, and one similar pages audience.
3. Create 1% lookalike audience on each of the conversions you track.
4. Create 1 day and 30 day audiences (WCA) site-wide, plus 1 day and 30 day audiences per major landing page.
5. Use an analytics dashboard to measure KPI
by Marketing | Apr 2, 2015 | Digital Marketing, Strategy
Defining content is highly important and we use this as a checklist for prepping a company to grow using social media. It comes from a successful CEO who has grown two multi-million dollar companies.
Define Content
1.Gather supporting content at each stage of the funnel (AEC).
2. Make sure you have at least one native video.
3. Assemble content list of third party endorsements on external sites.
4. Create personas for the top 3 constituents you serve, which drives targeting.
by Marketing | Mar 29, 2015 | Digital Marketing, Non-Profit Strategy
Do you know that individuals make up over 70% of donations to non-profits each year?
You are competing with over 1.5 million other non-profits for these donations?
You need to start preparing now for the giving season. Here’s how:
- DEFINE your target audiences…again. You may have done research before and have the data, but revisit it. How people are getting information changes faster than we can set up a plan. You need to be as flexible.
- CONFIRM the best methods for communicating to your audience. Are they a younger audience that responds better to social media or an older audience that responds to blog articles? It is most likely a combination. Set your editorial calendar so all your bases are covered.
- REVIEW your data capture methodology and call-to-action. How are people donating and being converted to be your donor? Knowing how the conversion process is working is very important. Donate yourself and review the usability of your online forms, the messaging, and the path to them.
- TECHNOLOGY evaluation: If you are thinking of changing your donation platform or updating/upgrading your website, start your planning now. Define your requirements and evaluate your current system. Sometimes it is just a few small tweaks to your current system that can make a big difference.
- FINDABILITY: Can you be found on searches easily? Just by your corporate name? SEO strategies and plans take time to grab hold. Check your keywords, match them to your target audiences, and define the expected outcome. Build a plan and make changes now, so they are in full swing by fall.
Non-Profit facts taken from http://nccs.urban.org/
by Marketing | Mar 26, 2015 | Digital Marketing, Mobile, Websites
Google announced this month that starting April 21st, they will use mobile-friendliness of website as a ranking signal in search results. Why does this matter? Because your business ranking could be penalized for not having a responsive website.
In addition, Google will also factor in content from mobile apps when rendering mobile search results.
What does this mean for you?
Mobile-friendly sites will rank higher than those that are not designed for mobile devices.
What is RESPONSIVE?
- DESIGN: Make it big and CLEAN. The design of your website needs to carry your brand and content over to a mobile environment. Full-screen design, larger images, video all are good and you need to follow some basic responsive design standards….here are two quick examples of responsive sites:
http://www.liquidsunshine.in/
http://www.clifbar.com/
- AUDIENCE: Use a mobile-first strategy. Define your prospects and customers as using a mobile device to find and view your site. Content must be concise, clear and move a person to action or give the information they need fast.
- CODE: Yes, programming. Add the proper code to detect the device type, deliver smaller sized content, and break apart content on pages where it needs to for small devices. Of course there’s more coding talk, but this is a good start.
- PLATFORM: What’s under the hood. How content is delivered and managed really matters. Older sites have a harder time being responsive and unsupported website platforms open you up for hacking. Define your needs, then evaluate features first before making a decision.
by Marketing | Mar 26, 2015 | Digital Marketing, Websites
Step 2 of 6 from a successful CEO who has grown two multi-million dollar companies. Setting up for your social media goals.
Set your goals
1. Choose one metric each for funnel stage: audience, engagement, and conversion (AEC).
2. Set overall budget and percentage allocation for each funnel stage.
3. Determine target cost per conversion.
4. Define your mission (start with WHY).
5. Begin your personal branding sequence– topics you stand for, which drives content.
by Marketing | Mar 19, 2015 | Digital Marketing, Websites
Hello, here’s what we use as a checklist for prepping a company to grow using social media. It comes from a successful CEO who has grown two multi-million dollar companies.
Get Set-Up
1. Create your Facebook and Google ads accounts, tied to Facebook Business Manager and Google MCC.
2. Install your custom audience pixel site-wide.
3. Get your Google remarketing pixel in the same place.
4. Add in Facebook conversion tracking and Google conversion tracking.
5. Ensure you have claimed your business’ presence on the top 5 social networks (plumbing).
