Inbound Marketing for Social Enterprises or Nonprofits: Part Three – Conversions

By Jay Saenz / Apr 27, 2017

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Welcome to blog number three in our ongoing series on inbound marketing for social enterprises and nonprofits. In cased you missed them, be sure to check out part one and part two

This will be the last of the “beginner style” blogs in the series. From here on out, we will begin looking at how companies and organization have leveraged their mission, team, and products and services across multiple channels to build an audience.

At this point in the series your organization should have an idea of the audience you’re targeting, the types of content you plan on creating and how you plan on executing the creation of that content. Now let’s talk about how your audience will convert into paying customers, donors or long-term audience members. 

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Create Landing Pages

Landing pages are a healthy part of any inbound marketing strategy. A great landing page offers you an opportunity to connect with your audience. For gated content, such as a whitepaper or eBook, a landing page gives the user insights into what content they are exchanging their information for. Do you remember way back in part one of this series when I mentioned the importance of H2 tags? Well, landing pages can act as the SEO rich part of content that may not be indexable by search engines such as the aforementioned; whitepapers and eBooks or pdfs. These two reasons alone are why your organization should be using landing pages. 

Let’s take a look at an example of a landing page from HubSpot.

Content Marketing

Landing Page Example from HubSpot

Here are the things I’d like you to focus on, consider this a 101 checklist for your own landing pages.

  1. The Title. How Marketing Can Drive Organizational Change–Interesting title, seems to be targeting mid to senior level managers. “How marketing can” is a rich SEO phrase that takes into account how the target audience would be searching for this content.
  2. Sub header. The SEO opportunity continues with the sub header under the title using keywords (H2 tags) related to the content.
  3. Word Count. This page has around 300 words of searchable content.  
  4. Good clean design. This gives the user insight into what they will be getting if they choose to "download now" and exchange their email information for the gated content.
  5. Three CTAs (call-to-actions). One right after the title and brief summary, one that appears as the user scrolls and yet another further along for those who needed more insight before taking the plunge. 

Of course, this is just one example of a landing page. We work with clients to create a wide variety of landing pages to suit their needs and objectives. Every element takes a lot of work, thought, and insight, but given time and resources, each is a fundamental part of your company or organization’s web strategy. 

Crafting and Testing Call-to-Actions

Insights that incite.

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  • Let’s talk about those CTAs. If you’re on a desktop or laptop computer, a graphic just slid into view on the right-hand side of your screen. That is our CTA for our “Insights” page that you are on right now, and it’s asking you to join our newsletter which we send out blogs, white-papers and interviews on marketing and social entrepreneurship. Let’s take a moment to pause so you can sign up.

    Done? Great. 

    A CTA’s mission is simple– to move visitors of your site onto the next step of engagement with your brand. As exemplified by the example above, a page can have multiple CTAs when necessary and there is a wide assortment of ways in which you can gain the users attention. However, a word of warning here. Try and avoid anything that detracts from the user experience. Pop-ups or full page CTA’s are quickly falling out of favor and soon Google will be negatively ranking sites that use certain types of distracting ads. (We wrote about that, too.) 

    A CTA can exist on almost any page of your website, not just landing pages and we recommend that you try to create CTAs that fit your brand. Don’t be afraid to be unique and always A/B test your site’s CTAs for the best possible results. 

    Is your company’s newsletter working for you?

    Now let’s talk about newsletters. Yes, email is on its way out, it has been for quite some time but for the moment it’s still king of the hill when it comes to engaging your audience. Here are a few tips to follow when creating email outreach for your company or organization.

    A great newsletter will follow the same rules as a blog. Here’s a quick checklist to help guide you.

    1. Be informative and select content that you are excited to share.
    2. Keep it short and free of distractions. Simple, clean design is key.
    3. Be sure to have a clear next step for the user to take.
    4. Segment your email list when necessary. If you have great content that will work well for two different audiences, don’t send out one email with both pieces of content. Create unique emails for both audiences with one piece of content and send them separately.
    5. Finally, make sure it’s easy for people to opt-out of your email.

    Let’s talk a little bit more about item #3. One things we’ve noticed over the years is that a lot of organizations will design compelling and interesting emails that lack or overdo one key element – the next step.

    This doesn’t have to be a sales pitch but be sure you are very clear on the actions you would like readers to take. “Hey, like what you see here? – Let’s talk,” that sort of thing. If they’ve opened the email you’ve got their attention so be sure to use it! 

    Just Getting Started with Content Marketing

    Well, over the last few blogs we’ve covered a lot of ground but there is still so much more to each of these topics. I could talk about every single point in this blog alone for at least a few hours. So, while not an exhaustive exploration of content marketing, I hope these first three blogs provided you with some useful information and laid the ground work for the next part of this series.

    Soon we’ll start to look at how social enterprises and nonprofits have leveraged content marketing to build an engaged audience.

    Insights that incite.

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    Thumbnails People Jay Saenz

    Jay Saenz

    Jay believes it's all about creating mutually beneficial relationships. With more than five years' experience in nonprofit development/underwriting and 13 years in direct sales, Jay specializes in finding the right match between an organization's purpose, audience and prospective partners. You won't mind taking his calls because his sales process is noticeably absent of slime—it's built on strategic collaboration, communication and teamwork.