If you are involved in marketing and communications for a mission agency or other non-profit organization, you probably seek to increase the number of people engaging with your organization as well as increase the number of donors.
There are 3 marketing components which you must have.
1. Have a good product/service to offer at a good price.
2. Provide excellent customer service.
3. Dominate the web (search results) in your area of expertise.
If you are excelling in your ministry and telling your story well to a lot of people and offer the above three components, you are well on your way to becoming a leader in your field.
The world wide web is the most powerful communication to evolve in our lifetime. You need to have a fully developed web strategy. If you don’t have one, hire a consultant. It will be well worth the money. Then IMPLEMENT your web strategy. Get everyone on board and involved, not just your marketing and communications department. To rise to the top for key words that you have identified in web searches, you must mobilize all of your staff to participate.
One of the elements which you need in your web strategy is a campaign to obtain inbound links. Ask for them or better yet, create them yourself. There is a HUGE benefit to creating inbound links this is done primarily through … writing. Writing? Yes, WRITING ORIGINAL USEFUL CONTENT OFTEN is a key component of an effective web strategy. Whether you put your content on your web sites or use blogs or some other publishing tool, remember, CONTENT IS KING when it comes to the web, not pretty web sites. Search engines can’t rank the attractiveness of a web site, but constituents do, so it is important to have an attractive site that has easy navigation. The longer you wait to create inbound links (as a team) the further behind you fall from your competition.
By integrating certain important elements into your website content, directory submission articles, blog posts and social media content, you can make them easy for search engines to find and improve the ranking. Higher ranking means more traffic/eyeballs to your web sites and more inquiries. Use the Facebook “Like” button everywhere you can. Make your content interesting, inspiring and make it go viral. Best of all, it’s free! Market yourself with well written content about your area of expertise. Each time you write and publish, you create a link. Lots of links will help you rise to the top.
You are now all writers. Put it into your job description. Start writing and publishing original content. Begin today. It will lead you to success tomorrow.
1. Content matters: It’s important to remember that no matter what your subject matter is, your content has the potential to reach a large audience and help your company beyond the SEO benefits. Website content, articles and blog posts are ways to connect your company to relevant, interesting information about your industry. Creating copy that is well-written and focuses on interesting topics in your industry will help it go beyond increasing your page rank by being linked to and shared by outsiders.
2. Stay on topic: Business writing is not the same as writing your personal blog! There’s nothing wrong with adding some personality to your writing – this helps to keep the readers intrigued. Just make sure that you stay focused on the business-oriented topic you are writing about and avoid drifting into unrelated tangents.
3. Write compelling headings: The titles of web pages and articles are among the first things that grab the attention of a reader. Don’t use a generic, boring headline which simply describes what the article or web copy is about. Instead, think like a newspaper headline writer and develop a headline which makes someone want to read more.
4. Ideal keyword length and density: Content written for web copy and articles for directory submission should be 300 to 1,000 words in length. Blog posting and posts on social media sites can be shorter. The length of your article will largely be determined by the number of keywords you are using: a keyword for every 50 to 100 words of content is a good rule of thumb.
5. Add keywords to the bio: Biographical information given for a magazine story or an article for a directory submission is a great chance for you to enhance your credentials and also optimize your content. Make sure that you include one keyword in your bio.
6. Don’t stack keywords: Cramming keywords in an article or page of web content (such as being part of a list) looks unprofessional since all of your linked keywords will be running together on the page. Spread your keywords evenly throughout the article so they look more organic.
7. Use meta descriptions: Meta descriptions are 150 character descriptions of your content and are excellent opportunities for optimization. Make sure your content has meta descriptions with keywords included. This is a great way to get Google to recognize your content and increase its value.
8. Write and tag hierarchically: In order for Google and other search engines to give your content the highest placement possible, it’s important that it looks professional and well-structured. Using the appropriate tags for your content will do this. Use h1 tags for titles, h2 tags for subtitles and so on. This concept will also help your writing by encouraging you to put your most compelling ideas first.
9. Write original content: Having duplicate content is a major no-no for search engine optimization, so don’t just “copy and paste” content from existing sources. Make sure your content is fresh and original – even copying your own content is a poor SEO decision.
10. Choose relevant images: Creative Commons search tools like the Google Image Search Assistant will help you find intriguing images that are free to use without risking copyright infringement. Having eye-catching images that are relevant to your content will grab the reader’s attention.
For more information on using marketing and technology for non-profits, go to Jeff Goins blog.