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Your congregants are online — are you? Presented by Jordyne Wu at the Central Conference of American Rabbis Convention 2012 in Boston, MA.
Citation preview
Inbound
marketing is a fundamental shift in how we relate
to potentialcustomers congregants
RETHINK MARKETING
& ENGAGEMENT
RECYCLE/TRASH
44%
SAY ‘DO NOT
CALL’
200million
SKIP ADS86%
UNSUBSCRIBE91%
STOP PUSHING messages in the hopes that one will get through.
START ATTRACTING visitors through relevant, useful,
easy-to-find content when they need it.
Nurture them into congregants & participants.
$$
Inbound Marketing
6
Social MediaMarketing
Search EngineMarketing
ContentMarketing
Conversion Marketing
Lead Nurturing
Sales Support
Visitor or Congregant
Congregant
EducationParticipation
Donation
Lessons from3,706,342
companies
Content
Search
Social
Mobile
1234
How We Doin’?
Free tools or trials: HubSpot
Temple Emanu-El Dallas Gets Graded
Free tools: www.MarketingGrader.com
CONTENT
1
Publish, Publish, Publish
BlogPodcastVideosPhotosPresentationseBooksNews Releases
Free tools: WordPress, Blogger but make sure your URL is http://blog.tedallas.org or http://www.tedallas.org/blog
55% more website visitorsfor companies that blog.
Tips for Content
Talk about the industry
NOT YOURSELF
Use lots of
DIFFERENT MEDIA
SEARCH
2
Context Authority+
Prostho-dontist
CosmeticDentist
People are searching for …
Free tools or trials: HubSpot, SEOMoz
3
2
On-Page SEO Essentials
Page Title1Headings& Content
Description
Authority is
determined by links
FACT
97%Blogs
attract
more links.
#OptimizeWS
Where is Search Going?
Where is search going?
Context LinkAuthority+ Social
Proof+
FACT
The is
replacing the link.
#OptimizeWS
3
Use keywords your audience uses
2 Focus on great content more than technical tweaks
3 Train all content creators on SEO basics
Help Me Help You4
1Tips for Search
SOCIAL3
% of Companies Acquiring Customers via Social Channels
57% 48% 57% 42%
Content Makes You Interesting
79%more Twitter followers for
companies who also blog.
Image credit: netzkobold
Good content gets shared Remarkable
MORE!
Seek Out Conversations
Free tools: http://search.twitter.com
3
Build reach using all your assets
2 Content is what makes you interesting in social media
3 Make it easy for users to share your content
Push the limits to get remarkable content4
1Tips for Social
If I Were a Rabbi …
www.RabbiHelp.comwww.RabbinicalMusings.comwww.TalmudicOrNot.comwww.GetRabbiHelp.comwww.HelpMeStayKosher.comwww.RabbiHotline.comwww.BeyondHillel.comwww.RabbinicalTV.comwww.TheRealRabbisOfNorthShore.comwww.WhatWouldAbrahamDo.com
MOBILE4
86% of C-level execs
have a smartphone
The majoritysay it is their
primary communicatio
ntool
Is your website mobile optimized?
Is your email mobile optimized?
Is your email mobile optimized?
3
Avoid images, tables, columns
2 Formatted text is your friend
3 Use text (not images) for links
Test yours at Marketing.Grader.com and Email.Grader.com
4
1Tips for Mobile
Content
Search
Social
Mobile
Summary
Let’s Review Temple Emanu-El Dallas
Free tools: www.MarketingGrader.com
Free Resources
http://www.hubspot.com/marketing-resources/
TechCrunch
Mashable
Facebook Blog
Twitter Blog
YouTube Blog
Compete Blog
Grade Yourself for Free
Your Competition
Jordyne WuTwitter.com/jordyne
Facebook.com/jordynewuLinkedin.com/in/jordyne
www.HubSpot.com
THANKYOU
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