Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead

106 Pages·2006·3.89 MB·English

Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
Web Marketing for Fundraisers:
Get Found, Get Traffic, Get Ahead
Not all those who wander are lost.
— J.R.R. Tolkien
Jonathon D. Colman
Senior Manager, Digital Marketing
The Nature Conservancy
http://www.nature.org/ w w w.nature.org
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #1 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
Introduction to Web Marketing via Search
Seven key topics we’ll be covering today:
• Findability
• Search engine optimization [SEO]
• Search engine marketing [SEM]
• External web marketing
• Online reputation management
• Landing page design
• Web analytics
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #2 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #3 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
I. Findability 101
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #2 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #3 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
You’ve Got an Opportunity: The Web
• But: It’s big, really big
• And: It’s unstructured, ad hoc, random
• By the way: No standards for quality, value, credibility, or usability
• Did you know?: Your donors and competitors are already there.
• Don’t forget: It’s growing like a weed
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #4 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #5 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
You’ve Got an Opportunity Challenge!
• Web publishing is not print publishing: Your users act as both
information consumers and providers
• Users decide what’s quality, what’s credible, what’s valuable
• Your user experience is now part of your brand
• Users decide how to navigate the web:
• Users decide when (or if) to link to your site or your competitors
• Inbound links to your site are “votes” of credibility and relevance
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #4 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #5 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
Wayfinding: How Users Get to Your Site
• Accidental (discovering)
User
Your
Site
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #6 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #7 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
Wayfinding: How Users Get to Your Site
• Accidental
• Purposeful (finding)
User
Your
Site
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #6 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #7 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
Wayfinding: How Users Get to Your Site
• Accidental
• Purposeful
• Your goal: provide findable pathways to your content for both
User 1
Your
Site
User 2
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #8 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #9 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
“Push” Content vs. “Pull” Content
• Push content drives content outward toward incoming visitors
• Great for purposeful wayfinders who need detailed info.
• Standard means for showing & telling your org’s story
• Ex. online magazine, news releases, e-newsletter article
• Pull content brings visitors to your site from diverse venues
• Brings visitors to your site from all over the web
• Leverages strong external networks, online services
• Ex. e-cards, volunteer events database, online quiz or poll
• Bottom line: you need both types of content to build traffic and
drive engagement
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #8 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #9 of 106
Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006 Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead United Jewish Communities CPE 2006
Don’t Forget: Offline findability
Provide findable pathways to your online content in offline venues:
• Magazines, journals, brochures
• Annual reports, press releases
• Marketing collateral products
• Sign-up sheets at events
• Signage at conferences and other events
• Office voice-mail, business cards
Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #10 of 106 Jonathon D. Colman, The Nature Conservancy, http://www.nature.org/ Slide #11 of 106