Does Your Nonprofit Need Marketing Automation?

MarketingAutomationPostNP.png

Every marketing team is overworked. We’re all looking for ways to maximize the ROI on our efforts. For many organizations, using a marketing automation tool and workflows can provide a quantum leap forward in marketing results.

Of course, implementing a market automation system takes some money and know-how, which raises the question whether the investment makes sense for any given organization. It may well for your organization. Don’t buy into the overhead myth and assume higher marketing costs are a bad thing for your organization. The increased costs can be the best expense you make if they’re going to increase your membership and donations.

But not every organization’s marketing team is ready for automation. If you’re not already set up to take advantage of automation’s potential, that’s when you spending money and energy without getting the return. Your organization has important work to do with its funding. It’s no good spending it on marketing automation before you’re ready to make the most of it.

Here’s an overview of what marketing automation is really about, as well as a checklist you can run through to determine if you’re organization is ready or has some marketing gaps to fill in first.

What Marketing Automation is Really About

Most importantly, don’t think you can sit back and “set it and forget it.” That’s a big myth. Marketing automation doesn’t do your marketing for you. It amplifies the processes you already have in place. So if they’re good processes – terrific! If they’re not so good this checklist is a great starting place for your team to start building its own content marketing framework.

Creating a good framework means you’ve got a reliable system in place for publishing valuable inbound marketing content. Content that will attract and generate a strong, steady stream of leads you can nurture along to become members or donors. If your current challenge is generating traffic as well as leads using your content, focus initially on getting your system in place, and creating the desirable, valuable content your personas will want. 

Then when you’re steadily getting new leads, and your team becomes overwhelmed trying to respond to them, that’s the time to step up into your marketing automation system more completely. Turn on those lead nurturing and re-engagement campaigns. Start testing one lead nurturing email sequence against another. Tweak. Refine. Improve.

Marketing automation done well means leads won’t get ignored. The best of them will also automate the personalization of the content that you send. This is where marketing automation can take you a quantum leap forward.

Marketing automation is about scaling all the great marketing you’re already doing, so it’s executing the campaigns you design at a pace and volume that your team couldn’t possibly do manually. But you and your team need to still be at the heart of it all.

So Is Your Organization Ready?

Go through these questions with an objective eye to gauge whether your organization could benefit now by implementing a marketing automation tool.

1) Are you generating a constant stream of new, qualified leads?

To realize the benefits of marketing automation, your database needs to be a good size and constantly growing. Furthermore, the new leads coming in need to be good fits to convert into members and donors. If your database is too small, automation will just overwork the leads that are there. People will start to feel spammed and you may well see your list shrink rather than grow.

For more tips on this first crucial step, check our our introduction to inbound marketing and lead generation for nonprofits >>

2) Does your team feel overwhelmed by the number of leads pouring into your database?

If so, you may well benefit from marketing automation to make sure all these leads get their due attention.

3) What emails are you sending manually right now? Do you have email series that can be put into an automated workflow?

To reiterate the main point about what marketing can and cannot do, it can’t make a blah email series to re-engage dormant constituents, that only has middling results, into a success. What it can do, is take a string of your best performing nurturing emails and put them on autopilot for you. 

If you want to improve the efficiency and automate your lead nurturing campaigns, marketing automation can help with that. If you’re content to send one-off emails on a campaign-by-campaign basis, then marketing automation may not add much value  for you. 

4) Are you engaging with leads, members, and donors across multiple channels?

The more information your marketing automation system can gather about the people in your database, the more it can do for you. This means that marketing automation becomes more powerful the more you already engage with people through multiple channels. It’s easy to think of marketing automation only as email, but that’s selling it short. You can automate workflows that rely on other digital channels both to gather intel and push out content.

5) Do you already have manual “triggers” you use to push out relevant content to leads?

A lead who visits your donor page a certain number of times. Or a member who downloads your most recent annual report. A lead who watches a new video about the organization’s work. These can all be triggers. Do you know when your leads take relevant actions? If you do, do you have a plan that you execute that’s relevant to the action the person took 

These are all steps that marketing automation relies on. You can tell the automation system what triggers to identify and what to do with them once trigger conditions are met, but you need to know first.

6) Got the content needed to support personalizing and scaling up your marketing efforts?

The triggers and data collection intel are all about sending the right content to the right lead at the right time.  So you need the right content that speaks to different leads who are at different points in their journey. You don’t want to send a solicitation letter to join your highest donor circle level on someone’s first download. Maybe send an invitation to join your newsletter instead.

If you need sufficient input (leads) into the marketing automation machine to make it work, you also need sufficient output (relevant content). Your team needs to be producing and publishing content that’s mapped to a lead’s journey so they can be successfully nurtured further down the path.

Getting Your House in Order First

Content marketing is a continuous growth process. When you first start with inbound marketing, you learn along the way what messages and formats get your audience to respond at different points in their journey. As you refine your content and the donor’s journey, you start building workflows and criteria that make putting new campaigns and content together more efficiently

The next step in this process is marketing automation that moves your workflows from manual to automatic. The timing to move to automation makes sense when you have a steady stream of leads coming in, along with list segmentations, and lead nurturing campaigns that are getting good results.

If you’re not there yet, don’t worry. Start working on the steps on this checklist. You’ll start to see great advances in membership and donor amount drives every step of the way towards marketing automation.  Inbound Marketing for Nonprofits Crash Course


HubSpot Marketing Blog

Hit the Major Leagues With Your Account-Based Marketing Dream Team [Infographic]

Account-based marketing helps you increase engagement with targeted accounts and boost your business. Check out these tips for hitting a home run with your ABM. Read the full article at MarketingProfs
MarketingProfs How-To Articles

Is Your Brand Trusted? Here’s What Happens When It Is—and Isn’t

If you cultivate and foster brand trust correctly, your company won’t need to constantly throw piles of money at rebuilding and repairing trust with customers. Read the full article at MarketingProfs
MarketingProfs Daily: Brand Management

Snapchat Stories vs. Instagram Stories: Which Is Best for Your Content

rm-snapchat-instagram-stories-600

Which is best for you: Snapchat Stories or Instagram Stories? Understanding the unique differences and capabilities of stories on Snapchat and Instagram can help you determine where to invest your marketing time. In this article, you’ll discover the differences between Instagram Stories and Snapchat Stories. #1: How Content Posts Differ Snapchat lets you share your […]

This post Snapchat Stories vs. Instagram Stories: Which Is Best for Your Content first appeared on .
– Your Guide to the Social Media Jungle

11 of the Best Olympic Marketing Campaigns, Ads, Commercials & Promotions This Year

best-olympic-ads.jpg

The 2016 Summer Olympics are officially over. But for two weeks, billions of eyes from around the world watched athletes attempt to break records and bring home the gold. What a perfect opportunity for marketers, no?

Many brands jumped on the Olympics bandwagon, leveraging its popularity for their own campaigns. Some of these brands created particularly inspiring campaigns, both to viewers and marketers alike — whether for the emotion they elicit, or for the reminder of exactly how to execute a remarkable ad or marketing campaign. Download even more examples of remarkable marketing and advertising campaigns  here. 

We rounded up the ones that tugged at our heartstrings as viewers, or inspired us to be better marketers. (Sometimes both.) Check out this list of 11 of the best campaigns from the 2016 Summer Games and what made them so great.

11 of the Best Olympic Marketing Campaigns, Ads, Commercials & Promotions This Year

1) Under Armour: Rule Yourself

The Under Armour brand doesn’t just value the success that comes from hard work; it values the hard work and 24/7 dedication that leads to that success. Their emphasis is on self-improvement and self-reliance — which is why they acquired the fitness tracking platform MapMyFitness back in 2014.

Under Armour’s ad campaign for the 2016 Summer Olympics perfectly embodies these deep-seeded values. It focuses on the side of athletic achievement that no one sees. For Michael Phelps, that’s the ice baths, cupping therapy, and 12,500 calories he has to eat every day. For an ordinary person, it might be taking the stairs, getting a full night’s sleep, or tracking your meals using their MyFitnessPal app. But the message is the same, and it’s a powerful one: “It’s what you do in the dark that puts you in the light.”

2) Proctor & Gamble: “Thank You Mom”

For the 2012 Summer Olympics, Proctor & Gamble created a campaign called “Thank You, Mom” that showed flashbacks of Olympic athletes from all over the world growing up and practicing their sport with support from their mothers. That same campaign is back again this year, featuring athletes and their mothers from this summer’s Games.

This year’s campaign shows athletes’ mothers helping them through times of stress, cheering them along, and supporting them. Notice the clickable link they added to the video that takes viewers to a web page where they can send a personalized thank-you note to their own moms. Take a look … and maybe grab a tissue.

3) Panasonic UK: #Superfans

Cheering on your country is a lot easier when you’re the one hosting the Olympics, as Great Britain did in London in Summer 2012. With the Games in Brazil this year, Panasonic, a long-time official partner to the British Olympic Association, wanted to help Great Britain keep up the fan-fueled momentum. So in April 2016, they announced a crowdsourced campaign called #Superfans, which invited fans of Team GB to post pictures on social media using the hashtag to encourage engagement.

“It is a great opportunity for us to share our passion for the Olympics as a company and to connect with consumers on an emotional level,” said Managing Director of Panasonic UK Andrew Denham. “This is why Panasonic’s heritage as a global Olympic partner is so important to me – it adds some real spark and colour to the brand.”

All the fan photos posted with the hashtag #Superfans was posted on a dedicated web page on Team GB’s official site, and Panasonic UK offered extra incentives like Twitter contests.

Here’s a sampling of the fan-sourced content on Twitter:

Even the U.K.’s premiere parachute display team got in on the action:

4) Apple: “The Human Family”

What makes the Olympic Games so special? The elite athletic competition, yes — but also the bringing together of people and cultures from all over the world. And it’s that second part that the folks at Apple chose to focus on in their Olympics commercial.

The ad showcases beautiful photos and videos of people all over the world taken using an iPhone, and it’s set to Maya Angelou reading excerpts from her poem, “Human Family.” What a beautiful message.

5) Coca-Cola: #ThatsGold

Not all of us can be Olympic athletes — but the folks at Coca-Cola make the case that even ordinary people like you and me can experience the feeling of winning gold. To do this, they launched the campaign #ThatsGold, which they first integrated into a TV ad (shown below) with the “Taste the Feeling” campaign they launched in January 2016.

The Olympics commercial tied to the campaign is all about drawing a parallel between the thrill and excitement of winning a gold medal at the Olympics and the thrill and excitement of having a good time with the people in your life. They did a great job of drawing those parallels with compelling quotes and visuals, and nailed the ending with the line, “Gold is a feeling anyone can taste.”

In addition to the commercial, they set up a fully operational “real-time marketing” global hub in Rio that monitored the #ThatsGold hashtag during the course of the Olympics and created content around key moments in real time on Twitter, Instagram, Snapchat, and more.

6) Virgin Media: #BeTheFastest

Virgin Media is all about being fast, advertising their WiFi speed as “fast,” “superfast,” even “ultrafast.” So it comes to no surprise that they chose to pay tribute to Usain Bolt, the fastest man in the world, for their Olympics campaign this year.

Bolt set the World Record for the 100-meter sprint at 9.58 seconds at the 2009 Berlin World Championships in Athletics. To demonstrate what 9.58 seconds feels like, Virgin Media created an advertisement that strung together ten, 9.58-second vignettes that each cast light on a different part of Bolt’s life. The purpose? Both to celebrate Bolt’s spectacular accomplishment and to emphasize the importance of speed.

7) Airbnb: “Alternative Accommodations” Sponsorship

Back in March of this year, Airbnb became the first official “alternative accommodations” sponsor of the Olympics — the first time the Olympics has ever had an alternative accommodations sponsor, according to local Olympic officials. Why’d they do it? Mashable reports that when Rio won the Olympic bid in 2009, it had just half the 40,000 beds required for the games — so it was definitely a win for the city, the games, and Airbnb.

In exchange for an undisclosed amount to local Olympic organizers, Airbnb was included in the Rio 2016 Olympic Games’ ticketing platform by way of a specific landing page where customers were able to rent private homes and apartments in Rio. They also got a link to their site on the official Olympic website, along with calls-to-action encouraging people traveling to Rio for the Olympics to use the service for rentals.

Here they are in the first spot on the official Rio Olympics 2016 website’s homepage:

rio-olympics-website-airbnb.png

To help promote homes and apartments for rent in Rio, they created Rio-specific videos and content for their larger #StayWithMe campaign, which invites Airbnb hosts to post photos or short videos on social media to showcase their countries. Here’s one Airbnb published right before the Olympics started, in June 2016:

8) Chobani: #NoBadStuff

Goodness is a choice you make, claims Chobani with their Olympic-inspired campaign #NoBadStuff. From a literal standpoint, their campaign is about the good, healthy ingredients in Chobani yogurt; metaphorically, it’s all about having a positive attitude, working hard, treating others well, and properly fueling your body.

Their campaign has a few moving parts, starting with a page on their website where you can meet the U.S. athletes they’ve partnered with who embody the positive, hardworking attitude that defines their campaign. Each athlete’s story includes an interview about their biggest challenges, how they stay positive, their favorite meal growing up, and so on — along with, of course, a giant picture of them enjoying Chobani yogurt

chobani-no-bad-stuff-campaign.png

Their campaign also includes a TV ad, content where U.S. athletes give advice on things like how to stay cool under stress, and — my personal favorite — a few limited-edition yogurt flavors inspired by Brazil.

chobani-rio-inspired-flavors.png

9) Folger’s: “Coach”

“Olympic glory doesn’t just belong to athletes, and it doesn’t just happen every four years. It happens one morning at a time, and one cup at a time.” That’s the message coffee company Folger leaves us with in their commercial, “Coach.”

Instead of focusing on the athletes, the folks at Folgers used their ad time to focus on the coaches that help those athletes get to where they are. Specifically, it follows the relationship between a boy and the coach that helped him through every win, every loss, every injury, and every moment of glory before he was eventually chosen to represent Team USA.

10) NBC & BuzzFeed’s Olympic Parternship

NBC is known for doing a thorough job covering the Olympics, from its online live streams to its TV interviews with medalists. But their roots are deep in old-school media like cable, which isn’t the most well-used and attractive medium for the younger generation. That’s exactly why the folks at NBC decided to partner with BuzzFeed for the Olympics this summer, where they produced special Olympic features and posted them to Instagram, Facebook, Twitter, and Snapchat.

They sent “about a dozen” BuzzFeed staffers to Rio to create social media content, including a daily edition on Snapchat Discover, which is one reason this co-marketing partnership was a win-win for both brands. According to Steven Perlberg of Wall Street Journal, the President of NBC Olympics, Gary Zenkel, “wants to give BuzzFeed free rein to connect with Snapchat’s young audience.”

What kind of content did they produce? “The U.S. women’s gymnastics showed how friends have your back, like when they prevent you from texting your ex or have an extra hair tie,” wrote Perlberg. The women’s wrestling team destroyed watermelons. Swimmer Natalie Coughlin tested out waterproof makeup. The U.S. men’s gymnastics team took off their shirts, and readers were asked to guess the abs.”

Here’s a screenshot from a Snapchat Story featuring Olympic Swimmer Townley Haas, who showed off some tall people problems:

buzzfeed-nbc-snapchat-tall-people.jpg

Image Credit: BuzzFeed/NBCU

11) Budweiser: “America is in Your Hands”

Nothing says “America” like a can of Budweiser — and I mean that literally, thanks to their campaign leading up to both the 2016 Summer Olympics and November’s U.S. presidential election. In May, Anheuser-Busch announced it would be replacing the Budweiser logo with “America” on its 12-oz. cans and bottles this summer. The temporary re-packaging was accompanied by their summer campaign, “America is in Your Hands.”

The campaign itself has had mixed reviews, with complaints mostly surrounding the brand tapping into the polarized political climate. But the campaign did help increase Budweiser’s ad awareness and purchase consideration, at least initially. A week after the campaign began, the company reached its highest purchase consideration level of 2016 (i.e., the number of shoppers 21 and older who said they’d consider Budweiser the next time they bought beer), although that numbers have dropped back down since.

budweiser-america-campaign.jpg

Image Credit: STL Today

There you have it. We hope you found these examples inspiring. What other Olympics campaigns have inspired you, in 2016 or from previous Olympics? Share with us in the comments.

Editor’s Note: This post was originally published in August 2012 and has been updated for accuracy and comprehensiveness.

download the best marketing and advertising campaigns

download the best marketing and advertising campaigns


HubSpot Marketing Blog

How to Host a Successful Social Media Contest: Your Ultimate List of Tools & Resources

Hosting a social media contest may be your company’s most successful growth hack! So many brands are jumping into the tactic but it doesn’t seem to get old!

Here’s the collection of most useful resources to help you host a successful social media contest:

Designing Your Social Media Contest

There’s a huge number of tools helping you to host a social media contest. I’ll list the one I tried but check this list for more (Most of them will provide similar options, so try a few before deciding which one you are more comfortable with).

Heyo is a very easy-to-use tool with lots of built-in templates for your inspiration. It offers a ton of options including giveaways, photo and video contests, refer-a-friend and many more.

Heyo

Monitoring Your Social Media Contest

If you use Heyo of an alternative tool, you’ll have some analytics tools at hand. Depending on the social media platform(s) you are hosting and promoting your social media contest at, you’ll also have native analytics apps. But here are a few third-party platforms you’ll need to track and engage more users:

Yotpo Instagram Curation Tools

There aren’t many Instagram tools out there yet, so I am always happy when a new one pops up. Yotpo has just launched their Instagram curation tool which you’ll find invaluable to curate participants’ photos and to engage with your community.

Yotpo lets you search Instagram efficiently (using any number of search terms within one search) and easily engage with many photos in bulk thanking them for the contest submission or asking to republish their contest entry to your own content properties. This tool makes an Instagram contest so much easier!

Yotpo

You can then use Yotpo widget to publicize your curated Instagram updates to your product pages for them to serve as product reviews

Twitter Hashtag Tracking: Keyhole

If you are holding your contest on Twitter via a hashtag, Keyhole is your best bet for recording and analyzing the data. I love their user analysis letting you see the most influential Twitter users participating in your contest: These are your influencers to interact with and push more engagement and awareness!

Keyhole

 

Rules and TOS for Your Social Media Contest

There are laws for sweepstakes, lotteries and contests. There are also terms of service for promotional event at each social media platform. Be very well-prepared to avoid a disaster!

  • Social Media Promotions and the Law: Use these guidelines to understand how the law could impact your activities. The guide is mostly about the US law.
  • How do I run a contest or sweepstakes on a Facebook Page? You can require to like a page update to enter your contest but you cannot require to share anything on a user’s personal stream. There are more promotional guidelines to keep in mind.
  • Pinterest contest rules: You cannot require that the participants should pin your contest rules to their boards. You cannot require participants to Pin a specific image.
  • Guidelines for Promotions on Twitter Don’t encourage posting the same Tweet repeatedly. Don’t use an irrelevant hashtag to curate your contest.


Dates to Hold Your Social Media Contest

You want your contest to be timely for the best results: Here are some resources to pick the best date to plan your event!

  • Public holidays by country
    • Public US holidays
    • Public European holidays
  • Holidays observed worldwide
  • Fun and weird holidays for viral contest inspiration!


Inspiration for Your Social Media Contest

BuzzSumo has a great Premium feature allowing you to search Facebook and filter results to “giveaways”. Just type in a word and see what others have been doing and how successful they have turned out to be:

Buzzsumo

Are there any social media contest resource or tool that belongs here? Let me know in the comments!

The post How to Host a Successful Social Media Contest: Your Ultimate List of Tools & Resources appeared first on Internet Marketing Ninjas Blog.


Internet Marketing Ninjas Blog