This workshop, designed and delivered by ifPeople for a sustainable enterprise incubator program, covers how to understand your audience and create messaging for them and then get it to them. Anyone starting or growing a green business can benefit from better online marketing!

1. Online Marketing – How to Write
& Distribute Messaging that Sells
Laura bellinger
lbellinger@ifpeople.net
678 608 3408
www.ifpeople.net

2. Contents
I. Understand Your Market
II. Define Your Goals
III. Write for the Web
IV. Write for Search Engines

3. Social Enterprise
Partnership­Based
Strategy­Centered

4. ifPeople helps companies use technology
to nurture effective, long­term
relationships with stakeholders.

5. Our Clients:
Nonprofits | Green Businesses | Education
Social Enterprises | Small Businesses
Our Services:
Strategic Consulting | Online Marketing
Development: CMS (Plone) | CRM (SFDC)
Training | Support

6. I. Understand
Your Market

7. Who are your
audiences?

8. We say “audiences” for a reason.
"Nonprofits," "seniors," "businesses" don't
find you online.
Individuals do.
Click to edit Master subtitle style

9. Sarah, a communications
director, follows you
on Twitter.

10. Kim, a grandmother,
logs on to your
website.

11. Luisa, a business owner,
subscribes to your
newsletter.

12. 11/23/09

13. To effectively identify &
engage audiences, you need to
recognize their individualities.
Creating personas can help.

14. Personas are…
Descriptions of individuals
that represent your target
They’re not real people
They are archetypes that
represent real people

15. Personas…
acter traits, personalities, habits and attitudes of your targe
With this information, you'll
create consistent messaging
that engages your targets.

16. Create personas through listening...

17. Ask your stakeholders...
What motivates you to connect with us?
Why do you like us?
How do you want to hear from us?
Which of our communications are valuable to you?
What ways do you want to engage with us?

18. 7 – 10 stakeholders and you'll know
who your audiences are (needs, wants, passions)
on what levels they engage with you
how you can push them up the ladder

19. 11/23/09

20. II. Define Your Goals

21. Engagement
Relationships
Engagement is the fuel of lasting, productive relationships.

22. Ask yourself...
What do I want to inspire
my targets to do?
Click to edit Master subtitle style
Be specific.

23. Some great goals...
We want to increase our newsletter
subscription by (x).
We want (x) more site views per month
We want (x) politicians to support our bill during
the next legislative session.
We want (x) people to sign the petition.
We want to increase purchases by (x).

24. It's possible to have different goals
for different audiences.
Increase petition signings
by (x).
advocates
Get (x) new supporters in
legislature.
politicians

25. Behind every goal, lies engagement.
Increase newsletter subscription by (x)
Subscribe to content.
Increase web hits by (x).
View content.
Increase online donations by (x)
Give money.

26. Connect goals with engagement.
start
advocacy, hold meetings, start petitions
something
give time volunteer activities
meeting, rallies, sign petitions
take part write legislators
online donation, charity mall
give money
charity gift, auction
subscribe
to content newsletter, RSS, action alerts,
Twitter, Facebook
view website, pamphlet, direct mail
content

27. What could bridge the gap?
start something
­ social media campaign?
give time
­ brand loyalty program?
take part ­ cold call?
provide info
online donation,
charity gift, auction
give money
subscribe newsletter, RSS, action alerts
to content
view
content

28. Remember, the ladder is a process.
As your organization evolves,
so does your audience.
And so does your ladder.
Continually evaluate rungs and
communications to ensure
your constituents/consumers are
inspired.

29. III. Write for the Web

30. 11/23/09

31. 11/23/09

32. 11/23/09

33. 11/23/09

34. 11/23/09

35. 11/23/09

36. 11/23/09

37. 11/23/09

38. 11/23/09

39. 11/23/09

40. 11/23/09

41. 11/23/09

42. 11/23/09

43. 11/23/09

44. 11/23/09

45. Engage the Audience
Don’t overwhelm readers with lots of
text on your homepage
Begin with simple information
Information gets more detailed as
readers dive deeper into site
11/23/09

46. Engage the Audience
Homepage For Parents
Brief, clear mission statement Specified content
Simple menu headings Denser information
Clean, user-friendly
11/23/09 Still easy to skim

47. Engage the Audience
Mission Statement: Needs Work
ks in conjunction with state government officials to improve the lives of h
Where do you operate?
How do you improve the lives of high schoolers?
What do you value?
11/23/09

48. IV. Write for Search
Engines

49. Write for Search Engines
People find websites
based on key words
Include key words
related to your
organization/ issues
to increase your SEO
ranking
11/23/09

50. Write for Search Engines
Search engines also
rank based on your
connection to other
web pages
Hyperlink!
11/23/09

51. Write for Search Engines
Before writing web copy, brainstorm key
words related to your organization or cause.
education advocacy local volunteer opportuniti
health advocacy healthcare for all
employment help live united
middle school successuninsured programs
graduate high school low-income family help
education support
Include key words in copy when possible.
11/23/09

52. 11/23/09

53. Part V
Learn More

54. What tools & processes
do I need for more
successful engagement?

55. 1. Analytics
2. CRM
3. Automated Processes
4. Social Media

56. Analytics….
Database Dashboard
Web Analytics

57. Social Media
comment
blog entry

58. Learn More
ifPeople Resources:
ifpeople.net
Plone Resources
plone.org – downloads, documentation
plone.net – case studies, consultants
Salesforce Donations
salesforcefoundation.org