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Laura B. Poindexter is a renowned thought leader, guiding clients through the changing electronic marketing and social media environment. Her public seminars have helped thousands of business owners learn and employ affordable marketing solutions. Since 2000, her company, Queenb Creative (formerly laura b creative), has managed clients’ online presence, maximized their social media and electronic marketing to positively impact their bottom line and enhance audience engagement.

30 November 2015 ~ 0 Comments

3 Ideas for a Micro-Donation Campaign for your Nonprofit

microdonations

How to set up a #GivingTuesday campaign in 5 minutes

What is a micro-donation campaign? This is a donation campaign for your nonprofit where you are seeking small donation amounts. This is a great way to reach new donors.

Here are 3 ideas for a micro-donation campaign for your nonprofit that you can set up today.

  1. This is a great idea to try for a day of giving promotion like #GivingTuesday.
  2. Do you have a specific project that appeals to the younger, more mobile-savvy generation that you will hopefully reach with a modern online campaign? Or you can offset an unexpected expense, especially if this expense is a result of your nonprofit’s success with their mission.
  3. It’s also a great complement to your traditional end of year snail mail appeal and gives your current donors another way of giving.

The keys to choosing a micro-donation platform:

  1. Easy set up – it should only take a few minutes to set up the campaign
  2. Ease of use for the donor – we want fast and easy
  3. Integration – it should be integrated into your email marketing platform so your new donors will be added to your email list
  4. Mobile-friendly – you need to reach your prospects where they are and they are on their phones
  5. Shareable – integration with social media is key to extending your reach and finding new donors. Supporting nonprofits make us feel good and we want to share that feeling with the world (and pat ourselves on the back at the same time).

It should be no surprise that I recommend Constant Contact’s Donation Campaign for this purpose. Watch this video to see how easy it is for me to set up a campaign in my demo account. Hint: it only takes 5 minutes.

 

Tips for setting up the Donation Campaign:
Mobile Friendly Donation Landing Page

  • Upload a campaign image that includes some text. The platform gives the image a lot of real estate onscreen so I recommend adding some enticing text to the image. Remember to include all the pertinent text in the text block as well.
  • Send the email to a test list of your staff to activate the campaign and use the short link to promote the mobile-friendly landing page on social media.
  • Create a separate email campaign (using a mobile-friendly template) and link the Donate button to the short link of the donation campaign landing page.

 

Want a script to get you started on your first email? Download my One Page Checklist and Boilerplate Text for Your First Email.

30 October 2015 ~ 0 Comments

My 3 Cs of Social Media – Customer, Content, and Capabilities

Developing A Social Media Strategy In 3 Simple Steps

I speak to thousands of business owners every year about online marketing and social media strategy. My goal is to make it easy for business owners and their staff to develop a marketing strategy that makes the phone ring. Through these discussions and experience with my clients, I developed a simple 3-step process to determine how to focus your online efforts.

Before we walk through the process though, we need to be very clear about the goal for our efforts. What is the measurable action that you want your audience to take? Some may say sales. And while that is true in the end, it is also very possible that you have a multi-step sales cycle. For my business, the first call to action with a prospect, especially one I find online, is to get them to subscribe to my email list. So, step one is determine your goal and write it down. Once we have that, we can move through my 3 Cs of Social Media Marketing: customer, content, and capabilities.

#1) Customer. Who is your customer? What does your ideal customer profile  look like? Where do they hang out online? Where are they physically and what are they doing when you want them to take action? If you are a retail business targeting young professionals who are out and about when you want them to take action, then mobile and online review sites are going to play a big part in your strategy. Likewise, if you are targeting Baby Boomers, Twitter is not going to be the first platform on our list. There is no right answer here as long as the platform matches your customer.

#2) Content. What do you have to say and share? What formats will work best for this content? Can you make your information visual in the form of product images, infographics, or video content? Can you make your calls to action simple to complete? Be sure to offer value to your audience as a rule and sprinkle in your marketing messages. No more than 1 in 10 messages should be self-promotional. An easy and powerful type of content is the Customer Testimonial.

#3) Capabilities. This one is really important. Your social media and online marketing activities have to fit in with your daily workflow and personality. If you don’t like to write, I’m not going to ask you to blog. If you take pictures of your projects, let’s find a way to fit that into your strategy. If you have funny tidbits of information or daily thoughts, maybe Twitter will work for you. It is important that capabilities comes last in this list because the first two pieces are so important to reaching the right customer. Capabilities should simply guide the execution of the strategy not help to mold the strategy. Once you decide on your capabilities, develop an editorial calendar using these templates.

This is why each business needs a unique online strategy that fits this 3 Cs test of Customer, Content, and Capabilities. Keep it simple. Stay focused on the one measurable action you want your audience to complete. Measure your success and adjust accordingly.

05 August 2015 ~ 0 Comments

31 Online Marketing Tips for Your Organization

I started my business in August 2000. In celebration of 15 years in business, I have decided to share a month of online marketing tips (think quick wins) for your small business or nonprofit. This post is a compendium of those tips shared on my social media profiles. Whether you choose one or two to do right now or decide to tackle one a day for the next month, I hope that they will propel you to increased success in marketing your organization.

 

#MarketingTip Check your #socialmedia links on your website in a private browser so you are not logged in. — Laura B. Poindexter (@laurabcreative) August 3, 2015

03 August 2015 ~ 0 Comments

Facebook vs. Email: A Tale of Two Platforms

Facebook vs. Email

Why you should stop focusing on Social Media and Tune Up Your Email Marketing Strategy

A recent study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter (Source:  McKinsey & Company¹).

That’s great but let’s dig a little deeper. Let’s look at the two platforms with equal numbers of contacts and through average engagement what you can expect for your business.

Side note: I reference many statistics in this article in case you want to dig deeper, but that is a deep dark rabbit hole you might not want to go down.

Platform 1: Facebook

The Facebook page has 1,000 fans/likes/followers. Organic reach of native Facebook posts has plummeted recently and sits around 2-6% (Source: Ogilvy²). We’ll use 4% for this scenario. So when the page posts a status update only 40 people see it. If you are a Facebook page administrator, you can see the reach of your posts and get a pretty good idea of how many people you are reaching. I think you will find for most small businesses, these numbers are not far off.

The click through rate on Facebook posts by pages is about 5% (Source: Forbes³). That means that out of an audience of 1,000 fans, only 40 people are likely to see your update, and only 2 are likely to click. I really hope that landing page has a stellar conversion rate.

 

Facebook Click Through Rate

 

Platform 2: Email

A business has a permission-based email list of 1,000 subscribers. We see an average open rate on a good quality list around 25%. (Source: Constant Contact4) That means that 250 subscribers will open your email. The bonus here is that the other 750 may see your name and subject line in their inbox that reminds them of your business.

Of those 250 that opened the email, we see an average click through rate of 10% (Source: Constant Contact4) or 25 people. Since the goal of marketing today is to elicit a physical, measurable response, we’ve achieved that goal with 25 click throughs compared to 2 click throughs with the Facebook post.

Email Click Through Rate

As with any hypothetical situation, there are plenty of variables. I encourage you to look at your recent Facebook fan engagement and recent email results. If your results are higher than my scenarios, congratulations. If your numbers are lower, make a concerted effort to improve your email marketing metrics to increase your engagement and your organization’s success.

Bonus Tip: You can benchmark your own Facebook page at Agora Pulse’s Facebook Page Barometer > http://barometer.agorapulse.com/. This will give you specific benchmarks for your page against other pages that have used this tool, currently over 11,000 pages.

 

AgoraPageBarometerFNL080315

References

  1. http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
  2. http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
  3. http://www.forbes.com/sites/jaysondemers/2015/05/13/why-your-organic-facebook-reach-is-still-falling
  4. If you’d like to see how your open and click through rates compare to others in your industry, check outhttp://support2.constantcontact.com/articles/FAQ/2499. We found a ton of studies all over the place on email marketing statistics, but based on this data from Constant Contact and what we see in our clients’ accounts, we’ve averaged out to the statistics mentioned above.

And if you are a Constant Contact user and want more tips like these, consider enrolling in my VIP program to gain access to my Email Marketing Workbook resource library.

This post originally appeared on the Constant Contact Community Blog at http://bit.ly/1Do7FPp.