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30 nonprofits gathered at our Wpromote LA headquarters for an interactive Digital Day In LA workshop. Wpromote experts shared digital strategies and actionable tips to help grow their presence online, drive more awareness, and get donations.
Want the inside scoop on strategies discussed?
Check out what our digital marketing experts had to say!
Just like following the yellow brick road of Dorothy’s journey - this ongoing strategy will help drive new customers and retain current customers by keeping relevant messaging in front of the right audience throughout the entire buying process.
Getting new eyeballs to the site through prospecting and brand awareness efforts.Initiatives include:
Educating and engaging individuals in market in order to grow interest and intent to purchase.Initiatives include:
Assist in the final evaluation and purchase stage to increase conversions and create repeat purchasers.Initiatives include:
Consider bucketing your investment into the three buckets for both online and offline marketing efforts.
Get to know your audience and characterize specific customer personas.
Identify relevant insights that influence target audience engagement.
Define your brand. What is your product or service? What sets you apart?
Determine your brand’s visual image, such as colors, fonts, and a logo.
Establish a tone and voice of your brand as you create a mission statement.
Define the tone, manner, and language in which your brand communicates.
Develop a compelling story line for your brand/organization.
Live, breathe, and embody your brand and share your story!
What will make your ad stand out from the rest? Utilizing keywords and catchy calls to action are just the start. Testing out enhanced sitelinks and review extensions can have a big impact on your ad clickthrough rates.
Get up to $10K/month of advertising from Google AdWords to attract more volunteers and get more donations!
Think of your content marketing strategy as a way to guide your audience through the buyer’s journey. Use free tools like Google Analytics to see what type of content performs best.
|Help drive traffic and long-term results to your website.|
|Are eye-catching and keep visitors engaged.|
|User Generated Content facilitates discussion and creates a stronger community with your target audience.|
|Helps establish authority in your industry.|
|Provide opportunities to interact with customers and make valuable connections.|
|Humanize your brand and help gain exposure to new audiences.|
The cornerstone of your content marketing campaign will be leveraging your existing relationships within your community.
Web posts that include visuals drive up to 180% more engagement.
Don’t get flustered by the multitude of technical optimizations that can be made. Start with the basics - page titles, meta descriptions, headings, and images. Become best friends with free tools like Google Analytics, Screaming Frog, and Google PageSpeed Insights.
Page titles should explain what the page is about. Put your most important keyword in the page title, followed by your brand name.
Keep URLs clean and short. Do not use excessive symbols, use hyphens to separate words, and don’t use the word "and."
Internal navigation is commonly overlooked in SEO, but can act as a sitemap for the crawlers. Be sure not to overuse dropdown menus with links or menu items.
Since Google and other search engines can’t crawl actual images, use text to describe what the image is about. This is a great opportunity to build up keyword densities on a page.
While meta descriptions are not weighed as heavily as page titles, they still provide the opportunity for keyword density. More importantly, they should include calls to action on the search results page. More importantly, they provide the opportunity to include a call to action that can be displayed in the SERPs.
The XML sitemap should contain every page of your website and be updated regularly. HTML sitemaps should provide a high level overview to search engines and users of what your site is about, and link to important pages. Much like a drop down navigation, it’s best not to overuse links in HTML sitemaps.
Use plugins like Yoast, w3, & woo-commerce to make your life much easier.
There are a number of free resources to analyze your site, and others that give insight into current internet trends. Try these to start:
Limited by budget? Not only does email marketing allow you to directly communicate with your audience at a low cost, it generates one of the highest returns, with an average ROI of 38:1. Follow these simple best practices to extract the most ROI.
This is the text that is shown as a preview of the email. It should work in tandem with your subject line to increase opens. Make sure it doesn’t have filler text like “logo.png” or “view in browser” in there!
Designing a responsive email means the format will change based on the device the reader is using. With upwards of 50% of emails being opened on mobile, this is very important! You can find a template that is already designed to be responsive.
Your call-to-action should guide your reader to conversion. Make this button or link stand out from the rest of your content so that the reader could easily skim your email and find the CTA.
Choose a font that’s easy to read and don’t use small fonts (think of your mobile readers!). Also ensure that the font color contrasts with the background.
Include your physical address and an easy-to-find unsubscribe link.
While the unsubscribe link is required, we recommend including an option to “manage preferences” or “update your profile.” This gives subscribers an opportunity to opt-down instead of opting-out, and encourages readers to give you more information that can help you better segment your audience.
Your emails aren’t spam; your subscribers signed up and want to receive them.
There are downsides to emailing your full list, so it should be cleaned up to avoid spam traps and low open rates.
Average open rate for nonprofit emails is 25.96%, compared to the universal email open rate of 6%.
Emails with social sharing buttons increase clickthrough rates by as much as 158%.
How does your site stack up to the competition? Whether people find you through search, social, or a referral, their next step in the exploration process is to check out your local listings and reviews. Managing your reputation is essential on these sites if you don’t want to get passed over.
Consistency is key! Make sure your NAP (Name, Address, Phone Number) are listed correctly across various sites.
Ranking on Google Maps helps generate new business.
Find local listings: MozLocal, Yext, and Whitespark
73% of customers lost trust in businesses due to inaccurate local listing data.
79% of consumers trust online reviews as much as personal recommendations.
Easily obtain reviews by following up through email reminders.
Get involved in community events and create content around them.
Request event organizations and participants to link to your site. Reciprocate with content highlighting your collaboration.