pg calc | invested in your mission 8 marketing keys non-profits can learn from for-profit companies...
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PG Calc | Invested in your mission
8 Marketing Keys Non-Profits Can Learn From For-Profit Companies
Event: Planned Giving Council of Northeast FL
Date: October 10, 2013
Presenter: Andrew Palmer Marketing Consultant
PG Calc Incorporated
PG Calc | Invested in your mission
The List of Eight
1. Have a Plan2. Identify Your Brand3. Know Your Competition4. Develop Your Message 5. Recognize Word of Mouth6. Traditional Copywriting Rules7. Keep Track of How You’re Doing 8. TEST, TEST, TEST
Learn From For-Profit Marketing
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Learn From For-Profit Marketing
1. You Need a Strategic Plan
There are 5 basic steps:
Goals
Objectives
Strategies
Tactics
Measurement
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A Sample Social Plan
• Goals - Establish our brand in social media
• Objectives - Get 1,000 Facebook fans & 1,000 Twitter followers
• Strategies - Create a new community that will excite people to fan, retweet & engage
• Tactics - Offer special deals, share news and buzz, tweet and retweet regularly, provide CS
• Measure – Use analytics or HootSuite
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2. Identify Your Brand
Refine Your Value Proposition
•Uniqueness and Differentiation
Get Trust and Loyalty
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The Gann Society
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3. Know Your Competition
Assess Strengths and Weaknesses
Learn From Your Research
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Learn From For-Profit Marketing
SEMRush.com
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4. Develop Your Message
Create an “Elevator Pitch”
Capture Attention Quickly
Rehearse it, Tailor it, Refine it
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5. The Value of Word of Mouth
Use Testimonials
Create Content to Share-Social Media
TRUST, CREDIBILITY and REFERRALS
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Every 60 Seconds Online…
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Will Your Social Succeed?
Bottom Line:
Will it connect with people?
Will they care?
Will they share it?
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How to Decide If YOU Need Social
Would you like…
Feedback in real time?
Improve CS & response time?
Promote virtually free and possibly viral?
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6. Traditional Copywriting
Stress benefits, not features - what a product can do for you
•A telephone service, or connection with your loved ones?
Desire + Hard Data = Open Wallet
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Headlines and Bullet Points
The 4 U’s of Copywriting
•Unique
•Useful
•Urgent
•Ultra specific
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7. Keep Track of How You’re Doing4 Key Performance Indicators (KPI)
1. Conversion rate
2. Traffic Sources
3. Visitor Loyalty & Visitor Recency
4. Search Engine VisitsLearn From For-Profit Marketing
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8. TEST, TEST, TEST
Continuous Cultivation is Key
Test your strategies and tactics continuously, track, measure, adjust
…and test again.
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Test Your Landing Pages
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Test Your Sign-up Forms
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Test Your Email
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6 Testing Tips
1. Test one thing at a time
2. Make your tests big
3. Results must be statistically valid
4. Clarify & record results
5. Assign unique tracking codes
6. Manage expectations
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PG Calc | Invested in your mission
Questions?
Thank You!
Contact:
Andrew Palmer, Marketing Consultant
E-mail:
Learn From For-Profit Marketing