Internet Marketing for Nonprofits

A look at the relationships between SEO, PPC, and Social Media.

In this introductory presentation, we will examine and discuss how SEO, PPC, and Social Media interrelate as more and more brands try to compete for attention online.

Goal for Today

Provide an introduction toInternet marketing as a way to connect your mission with an increasingly receptive audience.

The Methods to Success:

• Establish credibility, which leads to …• Increased search engine authority,

which leads to … • Improved search engine placement!

The Tools to Success:

• Search Engine Optimization (SEO)• Paid Placement / PPC (Pay-Per-Click)• Social Media

Search Engine Optimization

Like brand building, SEO is a long-term strategic process that requires persistence and dedication.

Two Components of SEO

• On-page • Off-page

On-Page SEO

(1) Meta Tags:

• Page Title• Page Description• Page Keywords• Image ALT Tags

On-Page SEO

(2) Page Contents 

• Copy• Headings• Friendly URLs

On-Page SEO

On-page SEO sets the stage for (and reinforces) your off-page SEO!

Off-page SEO

Off-page SEO has more influence on Google SERPs than anything else.

Off-page SEO

Search engines rely on the quality AND quantity of links to your website pages as ‘votes’ of authority.

Off-page SEO

Off-page SEO is the process of creating, publishing, and promoting relevant and valuable content (on a regular and ongoing basis) that other credible ‘authorities’ will link to.

Paid Placement / PPC

PPC (Pay-Per-Click) is the process of buying ad space on search engines.

PPC Yields ‘instant’ results, but can be costly.

PPC Benefits

• Keyword research• Immediate / short term results• SEO support *• Short-term / time sensitive promotions

*There is often a cost for this feature.

Social Media

Social media can not only increase traffic to your website, but also potential client contacts.

Social Media

Social media is an excellent (and inexpensive way) to promote content and establish authority with other industry experts – which can result in more inbound links.

Common Tools

• Blogs• Facebook• Twitter• LinkedIn• YouTube

Blogs – 126 million

The number of blogs on the Internet (as tracked by BlogPulse in 2009).

Facebook – 500 million+

The number of active Facebook users as of July 2010.

 

Twitter – 175 million+

Current number of Twitter users.

  

LinkedIn – 21.4 million +

Number of unique monthly visitors from the US (47.6 million globally).

 

YouTube – 3rd

Alexa ranks YouTube as the third most visited

Website on the Internet, behind Google and

Facebook. 

Nonprofit Specifics

• Jumo• Google Grants• Causes• Razoo

Jumo

• Created by the founders of Facebook

• Aggregates news from your blog, website, and Facebook statuses to create a feed for your website. This data is mixed with the data of other like organizations.

• New to the scene!

Google Grants!

• AdWords is a popular and powerful web placement program that when finely tuned, can drive direct and relevant traffic to your site.

• Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations.

 • Google Grants recipients receive

up to $10,000 per month in free advertising, without having to pay any amount to Google.

Causes

• Causes provides the tools so that any Facebook user can leverage their network of real friends to effect positive change.

• Users can recruit members

as well as fundraise.

Razoo

• Razoo is an innovative way to give and raise money online.

• Online fundraising tool providing, winner of MN Council of Nonprofits “innovation” award in 2009.

Content Strategy

Tying it All Together!

Steps to Successful Strategy

• Aggregation• Creation• Publication• Promotion• Sharing!

Keys to Successful Strategy

• Dedication, persistence, and consistency

• Regularly updated, relevant content• Strategic execution across platforms• User engagement and

interactivity

Fears

• Time and resource consuming• Complicated

Benefits

• More effective fulfillment of a mission• Reduced costs for nonprofits• Transparency!• Engage with your

constituency• Real-time feedback

Summary

A successful content strategy aligns all channels (SEO + PPC + Social Media) to keep consistency in content and targeted keywords.

 

This will help you establish authority, which will connect more of the right people to your mission!

Thank You!

Thoughts? Questions?