How to Benchmark Your Marketing Performance

Last week in a client meeting I was asked a string of marketing questions that I have been asked many times before.

“Is that a good open rate, a good click-through rate?”

“How much do others spend on digital advertising?”

“How are we doing compared to your other clients?”

What’s behind these questions are deeper issues—questions that everyone who works in a mission-driven organization wrestles with from time to time—“Are our results sweet or just so-so?” “Are we doing a good job?” Or more formally, how do we benchmark our marketing performance?

Posted by Pat Heffernan on 4/11/19 11:50 AM

Web Accessibility and You: Why It Matters

There are over 1 billion people around the world with disabilities, who have a combined spending power of approximately $6 trillion. This includes conditions we don’t necessarily think of as a disability, such as dyslexia, arthritis or chronic back pain. To exclude these people from your products or services due to a lack of usability in your website is financially unwise, plus has multiple flow on effects you may not have considered. Here are some compelling reasons to get on board with accessibility, and tools that can simplify the process.

Posted by Karen Wilkinson on 3/28/19 11:50 AM

Reluctant marketers on staff? Here's how to conquer their fear of social media

 

Blogging, tweeting, pinning, posting – you know it's essential, but what do you do when you have reluctant marketers on your staff who are uncomfortable making a splash in the social media pool? After all, 55% of charitable organizations using social media say it plays an important role in their marketing efforts. It's time to convince those reluctant marketers to start swimming. Here are some social media starter tips and tools to help them do just that

Posted by Clare Innes on 7/26/18 10:47 AM

New Year Resolutions and Inspiration for the Digital Marketer

At the beginning of a new year, it is natural to want to set resolutions both personally, and professionally for your organization. We all start out with the best of intentions, but trying to do too much too soon can set us up for failure in our marketing campaigns or outreach efforts. And while our marketing to-do lists are ongoing, it is important to review and assess our efforts so they are as effective as they can be. Here are some tips and recommendations for resolution success for the coming year.

Posted by Tara Pereira on 1/11/18 10:00 AM

When should you hire a marketing agency?

 

Is your nonprofit embarking on an outreach campaign focused on a new community? Does your government agency need message training on a new subject, or a social media plan that can be sustained by current team members? Should you hire a marketing agency?

For many smaller businesses and nonprofits in Vermont, there can be limited time, resources or expertise available for existing team members to commit to these critical activities. Time spent on marketing may be viewed by some as time spent away from the greater mission. I would say that your marketing or outreach communications is an essential part of advancing the greater mission you are working towards.

Posted by Tara Pereira on 5/25/17 10:00 AM

Can your website audience hear you now?

 

You know your business or organization needs a website. And, you probably have one (or maybe more than one). But does your website reach your audience? So now you’re probably thinking, “But, we have more than one audience.” Your website needs to speak to all of them. 

Posted by Dave Bowers on 2/2/17 3:30 PM

How to Use Facebook Live to Connect with Your Community

 

In today's social media marketing world, it's hard to stand out.  It's even harder to stand out and connect with your community at the same time. One opportunity for social media marketing made its debut this year, Facebook Live.

Posted by Guest Blogger on 12/8/16 10:00 AM

How to Start a Podcast for Your Mission-Driven Brand

 

With the current podcast boom brought on by the likes of Serial and This American Life, it seems like there is a podcast for everyone and every brand is podcasting. But before you go out there and grab some equipment like the bright-eyed go-getter I know you are, you better take a look deep inside yourself and answer some questions.

Posted by Guest Blogger on 12/1/16 10:00 AM

How to request a website proposal for your nonprofit

 

You know nonprofit organizations need websites just as small businesses do, but you may be surprised to learn nonprofit sites can be more complex and challenging to plan and build. Unlike most business sites, nonprofit websites need to appeal to multiple and diverse audiences: customers (the users of your services), prospects, donors or funders, employees, and sometimes influential audiences such as government officials. Each audience is different and each has its own interests and needs. And in comparison to most companies, your new website budget is likely to be severely limited in terms of both available staff time and money. Let's look at steps you can take to minimize your risks of a very visible failure, and maximize the probability your nonprofit website project will be a stunning success.

Posted by Dave Bowers on 3/31/16 10:00 AM

Are You a True Digital Marketer? (Oops, not yet?)

 

Yes, it may be time to raise your game as a digital marketer. Oh sure, you’ve probably developed some form of the trifecta of website, email list and social media presence, but I’m guessing you haven’t had a lot of extra time to match your mission, your marketing channels and your paid-owned-earned-media (POEM) strategy to today’s ever-more-digital audiences. Because board members and donors may not realize the time and effort necessary for you to evaluate the latest, greatest digital options, let’s look at a digital strategy checklist for evaluating your next steps.

Posted by Pat Heffernan on 8/31/15 1:00 PM