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8 Marketing Keys Non-Profits Can Learn From For-Profit Companies

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. The List of Eight. Have a Plan

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8 Marketing Keys Non-Profits Can Learn From For-Profit Companies

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  1. 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

  2. The List of Eight • Have a Plan • Identify Your Brand • Know Your Competition • Develop Your Message • Recognize Word of Mouth • Traditional Copywriting Rules • Keep Track of How You’re Doing • TEST, TEST, TEST Learn From For-Profit Marketing

  3. 1. You Need a Strategic Plan There are 5 basic steps: Goals Objectives Strategies Tactics Measurement Learn From For-Profit Marketing

  4. 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 Learn From For-Profit Marketing

  5. 2. Identify Your Brand Refine Your Value Proposition • Uniqueness and Differentiation Get Trust and Loyalty Learn From For-Profit Marketing

  6. The Gann Society Learn From For-Profit Marketing

  7. 3. Know Your Competition Assess Strengths and Weaknesses Learn From Your Research Learn From For-Profit Marketing

  8. SEMRush.com Learn From For-Profit Marketing

  9. 4. Develop Your Message Create an“Elevator Pitch” Capture Attention Quickly Rehearse it, Tailor it, Refine it Learn From For-Profit Marketing

  10. 5. The Value of Word of Mouth Use Testimonials Create Content to Share-Social Media TRUST, CREDIBILITY and REFERRALS Learn From For-Profit Marketing

  11. Every 60 Seconds Online… Learn From For-Profit Marketing

  12. Will Your Social Succeed? Bottom Line: Will it connect with people? Will they care? Will they share it? Learn From For-Profit Marketing

  13. How to Decide If YOU Need Social Would you like… Feedback in real time? Improve CS & response time? Promote virtually free and possibly viral? Learn From For-Profit Marketing

  14. 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 Learn From For-Profit Marketing

  15. Headlines and Bullet Points The 4 U’s of Copywriting • Unique • Useful • Urgent • Ultra specific Learn From For-Profit Marketing

  16. 7. Keep Track of How You’re Doing 4 Key Performance Indicators (KPI)1. Conversion rate 2. Traffic Sources 3. Visitor Loyalty & Visitor Recency 4. Search Engine Visits Learn From For-Profit Marketing

  17. 8. TEST, TEST, TEST Continuous Cultivation is Key Test your strategies and tactics continuously, track, measure, adjust …and test again. Learn From For-Profit Marketing

  18. Test Your Landing Pages Learn From For-Profit Marketing

  19. Test Your Sign-up Forms Learn From For-Profit Marketing

  20. Test Your Email Learn From For-Profit Marketing

  21. 6 Testing Tips • Test one thing at a time • Make your tests big • Results must be statistically valid • Clarify & record results • Assign unique tracking codes • Manage expectations Learn From For-Profit Marketing

  22. Questions? Thank You! Contact: Andrew Palmer, Marketing Consultant E-mail: apalmer@pgcalc.com Learn From For-Profit Marketing

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