Contact Form

Fields marked with an * are required

Social Media Tips

nonprofit marketing social media cheat sheet 2016

My Social Media Cheat Sheet for Nonprofit Marketing

By Danni Eickenhorst, Marketing Consultant

Today, I’m preparing to speak in front of a UN of sorts – the global gathering of missionaries and representatives of Lutheran Hour Ministries. The group will be gathering today to focus on how to better tell their story as a nonprofit with scores of representatives living in so many areas of the world.

In preparation for the event, I updated my handy-dandy social media cheat sheet that I often give to nonprofits and other organizations that have people in far-flung places contributing content for one central purpose. I recall my days at The Salvation Army, working to coordinate the branding and content of many different locations that all had their own Facebook pages and accounts – and remember what a struggle it could be to manage both the strategic mission and message – let alone the performance of the content.

So, today, I wanted to share a quick checklist that often share with friends, clients and colleagues in this situation – and NO, you don’t have to sign up for my email list to get it. Just be sure to share it with your friends that can use it!

Do you have more tips I should add to the list? Comment below! Share the wealth of your knowledge and experience so that others can grow with you.

Best of Luck!

D


 

Facebook Tips

Need More Engagement (Likes, Shares, Comments)?

  1. Experiment with shorter posts versus longer posts to see which resonates with your audience.
  2. Use hashtags but use them sparingly. They can garner you up to 60% more activity on Facebook – but only use 1-2.
  3. Posts that contain images get an average of 37% more engagement than text-only posts.
  4. Take advantage of the new slideshow tool within Facebook to create videos quickly – and to boost engagement.
  5. Ask questions. This can bump the activity on a post by 23%. Tip: Have employees and volunteers start the responses and engagement to get the ball rolling.
  6. Get your employees and volunteers to engage daily on pages.
  7. Pages see the most engagement for posts that are happy, hopeful and upbeat on Fridays. In fact, you can see up to a 10% boost by sharing these on Fridays 1:00 to 4:00 pm.
  8. Best times & days vary by page & audience, but statistically, these might be best for Facebook:
    1. 12:00 – 1:00 pm on Saturdays and Sundays
    2. 3:00 – 4:00 pm on Wednesdays
    3. 1:00 – 4:00 pm on Thursdays and Fridays

Want to Grow Your Audience?

  1. Determine who you want to reach and develop a targeted ad campaign in Facebook targeting that exact person.
  2. Get your employees and volunteers to engage daily on pages, to share posts periodically.

Twitter Tips

  1. Make friends. Get into conversations with local advocates. Watch local hashtags. Be conversational. Retweet these friends and they’ll be more likely to do the same.
  2. Use hashtags.
  3. Try tools like Crowdfire to help you find targeted followers. These tools can check the followers of your strongest “competitors” (or “complimentitors”!) showing you who to focus on engaging with first. If you use Crowdfire, identify your strongest competitors on Twitter and then use the “Copy Followers” tool.
  4. Promote blog content on your Twitter feed and vice versa – embed tweets in your blog to get people to discover the unique content you have available on Twitter.
  5. Participate in live Twitter chats.
  6. Best times & days vary by page & audience, but statistically, these might be best:
    1. 12:00 pm to 3:00 pm Monday through Friday
    2. 5:00 pm to 6:00 pm on Wednesdays

Instagram Tips

  1. Use hashtags. Try “Tags for Likes” app on smartphones to find most popular hashtags for a given category. When adding hashtags, use synonyms or related words if appropriate. (i.e. #laptop, #tablet)
  2. Far and away, Instagram is a visual storytelling platform. Mix photos and videos – come up with creative ways to tell stories, parables, anything that gets out your core message.
  3. Instagram’s Explore feature allows you to find trending hashtags such as #LoveWins, #FullMoon, etc. These are timely and will get higher engagement.
  4. Add a strategic link in the bio to take people to the place where you can measure engagement or success.
  5. Cross-promote other community partners that are active on Instagram by tagging them in the post or “checking in” at their location when you post.
  6. Use Canva (now on mobile too!) to create branded quotes and images that reflect your brand and make it memorable. Aiming to bolster a specific hashtag? Embed it as a watermark on your picture.
  7. Best times & days vary by page & audience, but statistically, anytime Monday through Thursday except 3:00 to 4:00 pm seems to work well on Instagram.
  8. Quotes and inspirational content perform well on Instagram.

Are you in need of training or hands-on social and digital marketing support for your nonprofit? Reach out to our team at Blank Page Consulting. We manage nonprofit marketing campaigns, work to train their in-house teams to execute on marketing, and help them achieve their mission through their marketing. Click here to contact us.

How much should you spend on Facebook Ads?

 

This simple, logical formula will help you plan your social ads spend.

Facebook advertising offers a relatively low cost, highly effective form of advertising. For many growing businesses, Facebook ads is the most powerful advertising method available, as it allows for clear measurability, and access to very targeted audiences at a relatively low cost.

While there is no one-size fits all formula to help a business calculate their budget for a Facebook ads spend, we have created a formula below that will help businesses begin to set concrete marketing and spending projections for their efforts.

A Few Helpful Statistics to Note:

  • Average Facebook Ad Click-Thru Rate: 0.9%
  • Average Website Conversion Rate 1.0%-10.0%
  • Average Facebook Cost Per Click $0.64
  • Average Facebook Cost Per 1,000 Impressions: $5.99
  • 6 to 8 touches to make a sale
  • Conversions with remarketing is 4x higher than native efforts

(Source)

Step 1: Determine your goal for Facebook Advertising

Are you looking to build brand awareness? Consider measuring impressions or reach. Are you seeking to get online conversions such as contacts, sales, or sign-ups for your email list? Measure things like website click-thru. (Click here to view our guide to measuring marketing success for more measurement ideas.)

 

Step 2: Gather Data

You’ll need to find the following pieces of data about your own marketing:

  • How many visitors does it take to convert (contact or email sign-up) on your website?

Configure Google Analytics Goals to determine this. If you don’t have that figure, assume a 1-3% conversion rate for initial estimation purposes. If you get direct sales through your site, you’ll want to adjust your numbers below to accommodate.

  • What is your sales process conversion rate for individuals who contact you or sign up for your email list? Once someone signs up for your email list or contacts you, what is the likelihood that they will become a customer or client?
  • How much valid (non-spam) traffic does your website receive each month from sources other than Facebook, such as Google, referral traffic, or email marketing?

 

Reverse Engineer Your Path

Let’s say that you’ve decided your business requires 10 sales per month. You’ve gathered your data and figured out that:

  1. You have a 1% conversion rate on your website. Therefore, for every 1,000 visitors that you receive, 100 of them sign up for your email list or contact you for more information.
  2. You have a 25% sales process conversion rate. For every 100 people that sign up for your email list or contact you, 25 of them become customers or clients.
  3. You receive 500 visitors per month from sources such as email, search engine traffic, and referrals.

From this data, you can glean that it will take 1,000 qualified visitors to achieve 10 sales per month. (Note: this will strongly depend on your sale process, but this should bear true, as it is based on your historic performance data.)

Now…

  • 1,000 Visits Per Month x 1% Conversion Rate=100 contacts per month
  • If, of 100 contacts, 10% end in a sale – 1,000 visitors should yield 10 sales per month.
  • If you get 500 visitors per month from sources such as email, search engine traffic, and referrals, you will need an additional 500 visits from qualified, interested parties.
  • Facebook Ads yield 0.9% click-thru rate. Therefore, it will take 55,555 website impressions to achieve 500 qualified website visitors to bring you to that goal of 1,000 qualified website visitors each month.
  • Average cost per 1,000 impressions = $5.99
  • Therefore, $329.45 per month would be the LOW end of your budget, assuming that your visitors are warm, well-qualified, well-targeted leads. This is assuming that you can convert someone in just 1 impression or interaction, because they are already familiar with what you have to offer. Remember that earlier statistic, 6 to 8 touches to close a sale…
  • If your audience is not established and has not had any interactions with you in the past, you will only be reaching non-fans to sell, drive traffic, and grow your lists. That is less effective and more expensive than targeting fans who expect (and desire) to see your content. You will need to multiply the number above times 6 or 8 in order to engage each individual enough to get them to convert. Therefore, you can expect that the HIGH end of your budget would be $1,976.70 to $2,635.60 per month

 

Ways to reduce your cost

The numbers above may seem impossible to budget for. Remember that over time, you can reduce your cost by keeping your audience engaged. You can also reduce your cost through retargeting (which has been shown to be up to 4x more effective, and 50% less expensive than ads without pixel retargeting). Here are other ways that you can reduce the cost of your Facebook ads spend:

  • Quality targeting
  • Long-term relationships with a warm and active audience
  • Retargeting with Facebook Pixels (increase conversion by 4x, reduce cost by as much as 50%)
  • Increase traffic from other sources by improving your search rank, email quality, and referral traffic

If you’re looking for other ways to grow your business through a comprehensive strategy, consider our small business coaching program, available to businesses nationwide. Click here for more information on marketing and business coaching.

If you want to learn more useful information like this, consider our Liftoff Business classes, available in person (in St. Louis) or online. Click here to view our schedule.

small-business-marketing-agency-startup-business-agency

marketing roi marketing success metrics social marketing consultant

Measuring marketing success

Marketing Metrics ROI

Click the image for a printable PDF.

Connecting Marketing Metrics + Business Goals

 

Tying your marketing efforts to your business goals is a critical and often overlooked step in the creation of a marketing plan. Rather than creating exhaustive metrics reports on a monthly or quarterly basis to explain the value of your outreach, choose a few strategic measurements to track that you can more directly translate into success.

Just about everything you use for marketing from your website to social media has analytics behind it showing your performance. Without taking the time to step back and look at how you are doing, how will you improve your marketing? Marketing measurement is crucial when it comes to increasing your business performance.

Are you using analytics to your advantage?

Did you know that organizations that adhere to well-established marketing metrics are 3 times more likely to hit their goals than other organizations? As a marketing firm obsessed with numbers and analytics, we have found this to be true.

The key is to take a good look at your business goals and find the marketing metrics that align directly with those goals. From there, you can begin tracking what works for you when trying to achieve those goals and what does not.

Everything we do from social media to SEO is backed by the data we find from our analytics. There is nothing that is more objective than your analytics, which is why we recommend using every piece of information you can that will help you when creating your marketing strategy.

When you’re reporting your marketing and sales success to a manager or board of directors, you often may as well speak to them in a foreign language if you’re going to communicate your success in impressions or pageviews. Instead, speak to them about the return they’re getting for their investment (ROI) by matching your business goals to a few key measurements that are direct indicators of the success or failure of those goals.

In today’s blog, we have shared two potential guides that you can use to start your tracking process. One is a quick, high-level, printable guide you can keep handy at your desk. The second guide is a more in-depth look at some ways you can measure your social outreach and campaigns. These lists are far from exhaustive, but should help you begin to measure the ROI of your marketing efforts.

Business Goal Marketing Goal Notes
INCREASE PROSPECTS & LEADS
  • Traffic to website
  • Number of calls
  • Number of emails
  • Number of downloads & subscribes
  • Visits to contact page versus number that actually complete form
LEAD QUALITY
  • Lead score or B.A.N.T. evaluations
Prioritize lead follow-ups by:

Budget

Authority

Need

Time

LEAD CONVERSION
  • Increased conversion rates from qualified lead to opportunity
  • Overall decrease in sales cycle duration for qualified leads
Utilizing a CRM (Customer Relationship Manager) tool may help you more effectively measure improvements in lead conversion. May calculate by total number of leads minus conversions divided by 100.
SALES
  • Landing page for purchase conversion
Measure visits to a page that indicates successful conversion. Track this in Google Analytics’ “Goals” section.
BRAND AWARENESS
  • Social media impressions & reach
  • Social media engagement (virality due to likes, clicks, comments, shares)
  • PPC ad clicks
  • Increase searches
  • New direct traffic to website from word of mouth, advertising or PR (non-digital) interest
  • Number of inbound links coming into your website (people referencing your material as authoritative)
LIST BUILDING
  • Email subscriptions
  • Email performance (open rate, click-thru)
  • Blog subscribers
  • Website traffic
COST PER ACQUISITION TRACKING
  • Lifetime value of customer divided by cost to acquire them.
  • Cost Per Action
  • Cost Per Click
  • Website traffic compared to leads/completed contact forms
CUSTOMER RETENTION TRACKING
  • CRR Formula: Calculate by number of lost customers from original number of customers divided by original number of customers for the given period.
REFERRALS & REVIEWS Use a CRM to track the source of your incoming leads to know how many come from word of mouth referrals.
SOCIAL-MEDIA-MARKETING-TIPS-2016-ST LOUIS SOCIAL MEDIA CONSULTANT

A Quick Tip for Deeper Social Media Connections

Social Media Marketing Tips 2016If you follow me on Twitter (@STLDanni), you’ll see me tweet out every random question that pops into my head. I love the collective knowledge available when you tap into this social network. Twitter, above all others, has a very active, motivated, intelligent group of people. You just have to get to know them.

Asking quick questions and getting recommendations or help will deepen your connections on Twitter, and can open you or your business up to new business and new partnerships.

I also do this because I love to learn from others and firmly believe that you get what you ask for. It almost never hurts to ask questions. It’s not likely to damage your reputation by showing that you don’t know it all – and it can certainly show others that you’re willing to learn, and want to know the latest and the best.
The same is true for your brand. Your brand has a personality – and it likely has needs – whether it’s event parters, sponsors, volunteers, a referral, or help troubleshooting a problem for a customer or client.
The results have always been phenomenal when I’ve reached out to the Twitterverse on behalf of a brand. When planning Garbage Bag Gala for The Salvation Army, I tweeted out from Salvation Army seeking recommendations on potential partners for the upcoming event and the result was THOUSANDS of dollars of in-kind partnerships and donations.

Engaging in a back and forth – real conversation – on behalf of your brand is an absolute must. Try it this week.

-Danni