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Tactical Approach to Digital

Tactical Approach to Digital. Email Marketing. Social Media. Integrated Approach. http://nicco.org - by Nicco Mele. 1. Performance Funnel – email marketing. Traffic. Prospect. Acquisition. Engagement. Activation. New Donor. Organic Search (Google, Yahoo, Bing). Paid Search

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Tactical Approach to Digital

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  1. Tactical Approach to Digital Email Marketing Social Media Integrated Approach http://nicco.org - by Nicco Mele

  2. 1. Performance Funnel – email marketing Traffic Prospect Acquisition Engagement Activation New Donor Organic Search (Google, Yahoo, Bing) Paid Search (Google AdWords) Submit Webform Cross-linking & Content (Partners, associations, articles) Scoring Landing Page Engagement action Social Media Social Networks (Facebook, Blogs, Twitter) Nurturing Donor Micro sites Download Email / Phone Email (regular, tested communications) Conversion Web site Webinar/ Demo Direct Visitors (Business cards, events, splash) Offline Promotion (Mail, radio, print) Click-Through (Leakage Point #1) Call to Action (Leakage Point #2) Initial Contact (Leakage Point #3) Conversion (Leakage Point #4) • Offer not relevant to needs • Confusing value proposition • Ineffective call to action • Response time too long • Impersonal response • Offer not tailored to online behavior • Lack of focus on priority opportunities • Failure to understand and overcome objections • “Just not ready” • Low organic ranking • Ineffective paid ad copy • Wrong keywords • Sub optimal bid strategy • Email content not compelling

  3. 2. Social Media • Analogous to public relations • ShapeMSM narrative • Opportunity favorsthe prepared • Quality over quantity • “Long tail” persistence • SEO advantage LinkedIn Blog Facebook iTunes Content Twitter YouTube Increased “mindshare” Footprint http://nicco.org - by Nicco Mele

  4. 3. Never alone – integrated approach http://nicco.org - by Nicco Mele

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