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Rob Palowitz President
Presenting:
Rochelle Landy Director of Client Services
Agenda Welcome/Overview
Your Website Anatomy: Your Online HQ
Social Media: Word-of-Mouth on Espresso
SEO/SEM: Increase Your Visibility
Email/Newsletter: Spread the Good Word!
The Web: Is It Working for You?
Q & A
Our Nonprofit Clients
Overview
• Mailers • Traditional Media • Digital Media • Social Media • SEO/SEM • Promotional Products
First thing’s first – Establish your organization’s B.R.A.N.D. and carry it across all platforms:
And…your WEBSITE!
Overview What’s the state of your Web Presence?
Web Presence
SEO/SEM
Website Social Media
Blog/Video
Websites
• Prominent logo • Simple navigation bar • Bold, colorful graphics • Updated messaging • Well-organized copy
A clean, professional website is very important to your brand:
Websites
• Organization History • Board of Directors • Goals & Mission • Initiatives • Services • Resources • News & Events • Grants (if applicable) • How to Donate
Information on your website should be clearly defined:
Web World Buzz Words
Websites
A computer application that allows users to:
• Create and Build a website (many are FREE) • Publish, Edit, and Modify website content • Organize, Delete, and Maintain site pages • Manage Blogs, News, and other tools
…without the need for extensive coding experience or expensive software
Content Management System (CMS)
Websites
Build your website with an easy-to-use Content Management System (CMS)
Websites
preference:
• Thousands of available themes to customize • Thousands of plugins and “widgets” to extend
functionality • User-friendly dashboard for easy updates • Highly active community – easy to find tutorials • Built-in functionality for creating a blog • Strong connectivity with social media
Websites
The Anatomy of a Website
• Easy to remember Domain Name
• Simple Title Bar with full name
• Don’t forget the Favicon!
Websites
The Anatomy of a Website
Simple, clean Navigation Bar with key topics
Websites
The Anatomy of a Website
Bold, eye-catching Slider images.
Choose four or five images that best represent your:
• Organization • Community • Mission
Websites
The Anatomy of a Website
Brief Summary to introduce your
organization. Be sure to include
Keywords to help with SEO.
Websites
The Anatomy of a Website
Got Videos? Share them on your
homepage. Link from YouTube makes it easy.
Websites
The Anatomy of a Website
Online Donation options make it
easy for people to give. Consider a:
• Low-cost option, like
• Or Custom third-party donation system
Websites
A web design approach aimed at building sites that provide an optimal viewing experience:
• Easy reading and navigation • Minimum resizing, panning, and scrolling • Incorporates a wide range of devices – desktop
computer monitors to mobile devices
…in most cases, automatically fits viewing screen
Responsive Design
Websites
Unresponsive Design Page layout won’t adapt to environment, causing text,
images, and other graphics to be cutoff.
Websites
Guarantees optimal viewing experience no matter the device or window size.
Responsive Design
Websites
Include Social Media Icons on your Website
Social Media
Social Media helps your web presence
• Creates a community to discuss issues/missions
• Assists Search Engine Optimization
• Gives you targeted traffic • Hyper-targeted, effective
advertising campaigns • Cost-effective • Travels like wildfire (Go Viral!)
Social Media The #ALSIceBucketChallenge Made Quite a Splash…
Simple Shareable Memorable
Social Media …and that was just Facebook!
Social Media
Blog
Don’t forget a Blog: • Easy to update • Great for Press
Releases • Ensures plenty of
original content for Social Media posts
• Sync with eNewsletters
• Imperative for SEO
SEO/SEM
Search Engine Optimization (SEO) – The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results
Search Engine Marketing (SEM) – Promotes a website by increasing its visibility via paid placement and pay-per-click advertising
SEO/SEM
Keywords
Pay-per-click
Search Terms
Blog
Meta Data
Directories
SEO/SEM A good SEO/SEM strategy helps you reach a lot of
people for a low, controllable cost
Organic vs. Paid Search
Organic 90% of clicks
Paid 10% of clicks
SEO/SEM Online Directories provide another opportunity to
increase your visibility in searches
SEO/SEM Online Directories provide another opportunity to
increase your visibility in searches
SEO/SEM – Google Network
Google Advertising
Search Ads
Display Ads
Remarketing
Online marketing plan that includes a mix of Google advertising opportunities.
Search Ads – PPC text ads presented at time of search.
Display Ads – Banners ads on appropriate websites targeting our demo and geography.
Remarketing – Delivering ads to visitors of the website after the visit.
YouTube – Pre-roll video and banner ads targeted at appropriate YouTube searches.
YouTube
SEO/SEM - Remarketing
Direct Email
Work with existing database “house list”
or purchase
targeted lists
Create direct emails with
call to action
Encourage community loyalty and
respect
Provide reports of campaign
success
• Reports help you track return on investment • Significantly cheaper and faster than traditional mail • Reach interested subscribers who ‘opt in’ • Higher response rate – Higher donation value • Great way to keep in touch with donors
Use Direct Email services as an inexpensive, method for newsletters and correspondence
Direct Email
preference:
Easy step-by-step email creation process with several templates to choose from
Direct Email
preference:
Simple text formatting controls, including Size, Font, Style, and Color, as well as paragraph adjustments
Direct Email
preference:
Easily drop in images from Media Gallery and adjust Border, Text Wrap, and Spacing
Direct Email
preference:
Create specific story Blocks and Sections with images and text. Adding links to articles increases interactivity and traffic to your website.
Direct Email
preference:
Use Reports to track your message performance.
• Contacts reached • Opens, Bounce
Rate, Click Through Rate and Link Clicks
• Shares over Social Media
Direct Email
preference:
Use Reports to track your message performance.
• Generate reports with historic data
• Manage your Contact List with Unsubscribe count
Your Plan • Get one going if you don’t have one yet!
• It only takes a little bit of time to take advantage of ways to save money utilizing the web
• Be proactive and act fast • Be flexible and creative • Don’t be scared…dive in! • Or ask for help from
professionals!
Q & A
