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Online Marketing Strategy and Tactics to Drive Volunteer Recruitment and Awareness

2015 Texas CASA Conference San Marcos, Texas

November 6, 2015

October 2014 – September 2015

43 Applicants 26 Advocates

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1 ONLINE MARKETING STRATEGY: WHAT IS

INBOUND MARKETING?

2 THE PHILOSOPHY: WHY INBOUND WORKS.

3 THE METHODOLOGY: HOW INBOUND WORKS.

4 THE TOOLS: TACTICS THAT WORK.

5 ADDITIONAL RESOURCES.

OVERVIEW

1 ONLINE MARKETING STRATEGY

WHAT IS INBOUND MARKETING?

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Instead of buying ads, buying email

lists, or cold calling, inbound

marketing focuses on creating

educational content that pulls people

toward your website where they can

learn more about your mission and

organization on their own accord.

WHAT IS INBOUND MARKETING?

INBOUND IS AN APPROACH TO MARKETING THAT REACHES PEOPLE TODAY.

Understand what content pulls your online visitors through the prospect funnel, and use that context to personalize your marketing at scale.

Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

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1. Inbound as a philosophy

(the “WHY?”);

2. Inbound as a methodology

(the “HOW?”); and

3. Inbound as a tool set

(the “TACTICS”).

INBOUND MARKETING CAN BE UNDERSTOOD IN THREE WAYS:

TOOL SET

INBOUND MARKETING IN A NUTSHELL:

Market with a magnet, not a sledgehammer.

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2 THE PHILOSOPHY:

WHY INBOUND WORKS

Inbound marketing is a

philosophy based on the truth

that people choose

organizations to work with

differently today than they did

10 years ago.

INBOUND AS A PHILOSOPHY.

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PRE-INTERNET.

• Prospect: Relatively

uninformed.

• Prospect Journey: Linear.

• Marketing Tactics: Interrupt

(direct mail campaigns, email

blasts, cold calls and

advertising).

THINK ABOUT IT.

TODAY.

• Prospect: Well-informed.

• Prospect Journey: Fluid and

random. Starts with Google.

• Marketing Tools: Thought

leadership through content

creation.

There are three major reasons why

prospects are skeptical about brands,

and why interruptive advertising,

direct mail and cold calling aren’t

nearly as effective as they once were

…

HOW DID THIS TRANSFORMATION TAKE PLACE?

3

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1. Overwhelming Amounts of

Information

2. Deceptive Advertising

3. Technology Empowered

Prospects

WHY INTERRUPTION DOESN’T WORK:

By aligning the content you publish

with your audience’s interests, you

can earn permission to market to

prospects that you can convert into

leads, close into Volunteers, and

delight to the point they come

promoters of your organization.

THAT’S WHY PERMISSION BECAME MORE EFFECTIVE THAN INTERRUPTION.

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There are several major themes of inbound, permission-based marketing.

Let’s talk about them.

Create targeted content that

answers the prospects basic

questions and needs, and share

that content far and wide

CONTENT CREATION.

Examples:

Blog Articles, Infographics, eBooks, Case Studies, White Papers, Videos, etc.

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Recognize that people go

through stages as they interact

with your organization, and that

each stage requires different

marketing actions

LIFECYCLE MARKETING.

Example:

Providing information for Awareness Vs. Consideration

As you learn more about your

prospects over time, you can

better personalize your

messages to their specific

needs to increase conversion

PERSONALIZATION & CONTEXT.

Example:

Providing information based on problem/solution approach and based on their interests

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Inbound marketing is multi-channel

by nature because it approaches

people on the channels they want to

interact with you on and when its

convenient for them.

A MULTI-CHANNEL PRESENCE.

Examples:

Website, Blog, Email, LinkedIn, Facebook, Pinterest, Instagram, Twitter, etc.

Publishing and analytics tools all

work together like a well-oiled

machine, allowing you to focus on

publishing the right content in the

right place at the right time.

TECHNOLOGY.

Examples:

Hubspot, Hootsuite, MailChamp, Google Analytics, eTapestry, etc.

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• Building trust, not skepticism

among your prospects.

• Being loved, not ignored by

your audience.

• Outsmarting, not outspending

your competitors.

IN SUMMARY, INBOUND MARKETING IS ABOUT ...

3 THE METHODOLOGY:

HOW INBOUND WORKS

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The inbound philosophy is backed

by a methodology that helps

organizations attract, convert, close,

and delight visitors, leads and

Volunteers through a variety of

channels such as social media,

blogging, SEO, landing pages, forms,

and email.

THE METHODOLOGY.

The methodology facilitates the prospect journey through the funnel –from strangers to promoters of your organization.

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THE METHODOLOGY VISUALIZED

ATTRACT

CONVERT

CLOSE

DELIGHT

STRANGERS

VISITORS

LEADS

VOLUNTEERS

PROMOTORS

Blog, Social Media, Keywords,

Website & Landing Pages

Calls-to-Action, Landing Pages,

Forms & Contacts

Email, Workflows, Lead Scoring

& CRM Integrations

Social Media, Smart-Calls-to-

Action, Email & Workflows

Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology

1

2

3

4

THE METHODOLOGY VISUALIZED

ATTRACT

CONVERT

CLOSE

DELIGHT

STRANGERS

VISITORS

LEADS

VOLUNTEERS

PROMOTORS

Blog, Social Media, Keywords,

Website & Landing Pages

Calls-to-Action, Landing Pages,

Forms & Contacts

Email, Workflows, Lead Scoring

& CRM Integrations

Social Media, Smart-Calls-to-

Action, Email & Workflows

Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology

1

2

3

4

STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS

You want to attract people that will potentially become

leads. Attract your ideal customer or buyer persona by

creating content that’s valuable and easy for them to find.

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THE METHODOLOGY VISUALIZED

ATTRACT

CONVERT

CLOSE

DELIGHT

STRANGERS

VISITORS

LEADS

VOLUNTEERS

PROMOTORS

Blog, Social Media, Keywords,

Website & Landing Pages

Calls-to-Action, Landing Pages,

Forms & Contacts

Email, Workflows, Lead Scoring

& CRM Integrations

Social Media, Smart-Calls-to-

Action, Email & Workflows

Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology

1

2

3

4

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS

Once you’ve got visitors to your site, the next step is to

convert those visitors into leads by gathering their contact

information. In order to get this valuable information, you

need to offer something up in return.

THE METHODOLOGY VISUALIZED

ATTRACT

CONVERT

CLOSE

DELIGHT

STRANGERS

VISITORS

LEADS

VOLUNTEERS

PROMOTORS

Blog, Social Media, Keywords,

Website & Landing Pages

Calls-to-Action, Landing Pages,

Forms & Contacts

Email, Workflows, Lead Scoring

& CRM Integrations

Social Media, Smart-Calls-to-

Action, Email & Workflows

Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology

1

2

3

4

STEP 3: CLOSE LEADS INTO VOLUNTEERS THROUGH LEAD NURTURING

Once you’ve attracted the right visitors and converted the

right leads, you need to transform those leads into volunteers

with targeted, automated email nurturing and social media

interaction

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THE METHODOLOGY VISUALIZED

ATTRACT

CONVERT

CLOSE

DELIGHT

STRANGERS

VISITORS

LEADS

VOLUNTEERS

PROMOTORS

Blog, Social Media, Keywords,

Website & Landing Pages

Calls-to-Action, Landing Pages,

Forms & Contacts

Email, Workflows, Lead Scoring

& CRM Integrations

Social Media, Smart-Calls-to-

Action, Email & Workflows

Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology

1

2

3

4

STEP 3: DELIGHT AND TURN THEM INTO PROMOTERS OF YOUR BRAND, ORGANIZATION AND MISSION

Using context and personalization to deliver tailored

messages, continue to engage with, delight, and (hopefully)

empower your current Volunteer base into happy promoters

of your organization.

Now that we’ve covered the methodology, we’re ready to dig deeper into the tools you need to get visitors (traffic), leads, and Volunteers.

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4 THE TOOLS:

TACTICS THAT WORK

Tools to attract strangers to your site include:

• Blogging

• Social Media

• Keyword Optimization

• Site Pages

STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS

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We’re going to take a moment to emphasize the importance of blogging because it’s thatimportant ...

ORGANIZATIONS THAT BLOG GENERATE 126%

MORE LEADS THAN THOSE THAT DON’T.

Source: HubSpotSurvey N = 2,300

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Organizations blog because it’s one of the most effective ways to attract potential Volunteers to the website.

The average company that blogs generates:

• 55% more website visitors.

• 97% more inbound links.

• 434% more indexed pages.

SERIOUSLY. BLOGGING WORKS.

Source: HubSpot

0

200

400

600

800

1000

1200

NEWLEADSINDEX

MONTHLY BLOG POSTS

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS

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SERIOUSLY. BLOGGING WORKS.

CONTENT THE AUDIENCE IS ACTUALLY LOOKING FOR.

People are interested in:

• How abuse effects

children?

• What does an

Advocate do?

• Specific stories about

Advocates helping

children

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WORKSHEET – BLOGGING CALENDAR.

Link to Document

Blogging isn’t the only tool that effectively attracts prospects to you, though.

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You must share remarkable

content and valuable

information on the social

web, engage with your

prospects, and put a human

face on your organization.

YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES, TOO.

WORKSHEET – SOCIAL MEDIA SCHEDULING

Link to Document

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TECHNOLOGY– SOCIAL MEDIA SCHEDULING

Link to Hootsuite

Hootsuite (Free Plan)• Up to 3 Social Media Profiles• Enhanced Analytics and Report• Message Scheduling• Responding to Comments & Tweets• 2 Campaigns Included• Basic App Integration • Auto Publish Blog from RSS Feed• Hootsuite University (information

and training on social media)

Paid plans start at $9.99

TECHNOLOGY– SOCIAL MEDIA GRAPHICS

Link to Canva

Canva (Free Plan)• Easily create beautiful designs and

documents• Use the drag-and-drop feature and

professional layouts to design consistently stunning graphics.

Paid plans start at $12.99 for businesses with multiple teams (in beta)

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You need to carefully,

analytically pick keywords,

optimize your pages, create

content, and build links

around the terms your ideal

buyers are searching for

YOU SHOULD CREATE CONTENT AROUND TARGETED KEYWORDS AS WELL.

WORKSHEET – ON PAGE SEO

Link to Worksheet - On Page SEO.xlsx

Link to Worksheet - Blogging With Your Keywords.xls

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Now, what tools do you use to turn traffic into leads?

Tools to convert visitors into leads include

campaigns with:

• Calls-to-Action

• Landing Pages

• Forms

• Contacts Database

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.

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Calls-to-action (CTAs) are

buttons or links that

encourage your visitors to

take action, like “Become an

Advocate” or “Attend a

Webinar.” If you don’t have

CTAs or if they aren’t

enticing enough, you won’t

generate leads.

ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.

Link to Canva to Create CTAs

When a website visitor clicks on

a CTA, they should then be sent

to a landing page where the

offer in the call-to-action is

fulfilled, and where the

prospect submits information

that your sales team can use to

begin a conversation with them.

DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS.

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TECHNOLOGY– LANDING PAGES

Link to Unbounce

Unbounce (Free 30 Day Trial)• Using Unbounce, marketers can

build custom, high-converting landing pages without relying on technical teams or dealing with I.T. bottlenecks.

• Unbounce can make your next campaign faster and more effective.

• Integrates with multiple 3rd party softwares to share information

Paid plans start at $49

In order for visitors to become

leads, they must fill out a form

and submit their contact

information. Optimize your form to

make this step of the conversion

process as easy as possible.

USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS.

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Keep track of the leads you're

converting in a centralized

marketing database so you can

make sense out of every

interaction you’ve had with

your contacts – be it through

email, a landing page, or social

media.

HOUSE ALL OF YOUR CONTACTS IN ONE PLACE.

FACEBOOK CAMPAIGN #1 (Version A)

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FACEBOOK CAMPAIGN #1 (Version B)

FACEBOOK CAMPAIGN #2 (Version A)

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FACEBOOK CAMPAIGN #2 (Version B)

The average company that uses social media generates:

• 185% more website visitors.

• 125% more website leads.

• 77% more Volunteers.

YES. SOCIAL MEDIA MARKETING WORKS.

Source: HubSpot

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What tools do you use to turn leads into Volunteers?

Tools to close leads into Volunteers

include:

• Email Marketing

• Marketing Automation

STEP 3: CLOSE LEADS INTO VOLUNTEERS THROUGH LEAD NURTURING.

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What if a visitor clicks on your CTA

and fills out a form on a landing

page to download an eBook, but

still isn’t ready to become a

customer? Nurture them with a

series of emails focused on useful,

relevant content until they’re

ready.

SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE PROSPECT FUNNEL.

TECHNOLOGY– EMAIL MARKETING & SOCIAL

Link to eTapestry

eTapestry• Email Marketing –

• A variety of templates• Spam analysis tool• Schedule delivery options & reporting

• Social Media –• Easily share content over social • Built-in social sharing • Track how content is being shared

online• Sending the right messages to the

right peoplePaid plans start at $119/mo with 1,000 Records; 10,000 Annual Emails

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TECHNOLOGY– EMAIL MARKETING

Link to MailChimp

MailChimp (Free up to 2000 Subscribers)• Flexible drag and drop design • Advanced • Comprehensive mobile options• Hundreds of integrations with apps • Segment by behavior and contact

data

Paid plans start at $10

If a visitor downloaded an

eBook in the past, you

might want to send that

lead a series of related

emails. But if they follow

you on Twitter and visited

certain pages on your

website, you might want to

tailor the messaging.

GO BEYOND EMAIL BY USING AUTOMATION

INFORMED BY CONTEXT AND LIFECYCLE.

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What tools do you use to turn Volunteers into willing promoters?

Tools to delight your Volunteers

include:

• Smart Calls-to-Action

• Social Media

• Email and Marketing Automation

STEP 4: DELIGHT VOLUNTEERS TO TURN THEM INTO PROMOTERS OF YOUR ORGANIZATION.

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Treat people like people and earn

trust by using smart content to

create a tailored experience

based on prospects’ needs across

all of your marketing channels –

from CTAs to email to landing

pages.

KEEP THE CYCLE GOING BY CONTINUALLY NURTURING WITH PERSONALIZED CONTENT.

Alas, we’re done with the tools!

Here’s how the inbound methodology and tools all come together.

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THE METHODOLOGY VISUALIZED

ATTRACT: GET TRAFFIC

CONVERT: GET LEADS

CLOSE: GET VOLUNTEERS

DELIGHT: ANALYZE & OPTIMIZE

STRANGERS

VISITORS

LEADS

VOLUNTEERS

PROMOTORS

Create blog content, search engine

optimize (SEO) that content, and promote

it on social media sites.

Place calls-to-action throughout your

website, blog, social accounts, and email to

drive visitors to landing pages with forms.

Send leads targeted, automated emails to

drive them through the prospect cycle.

Analyze the success of your marketing

campaigns and optimization or

personalization for future success.

Note: Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology

1

2

3

4

5 ADDITIONAL RESOURCES

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• Content Marketing

• Templates – eBook Designs in PowerPoint

• Advertising

• Worksheet – Google Adwords.xls

• Goals & Planning

• Worksheet - Smart Goal Planning.xls

• Monthly Reporting & Analytics

• Worksheet - Monthly Reporting Template.xls

• Google Analytics

ADDITIONAL TECHNOLOGY & TOOLS TO HELP YOU REACH YOUR GOALS

QUESTIONS

Alli Stephensalli@CASASpeaks4Kids.com

Katrice Svandakatrice@digitalimpactagency.com