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Do you have a website? Do you post to a blog? Do you use a newsletter? How about social media? Are you connected to Google Analytics? If you said “yes” to anyone of these, then you are already using some of the tools for Inbound Marketing. Now you just have to put it in to a system. In this podcast I talk with Keith Selvin from HubSpot about how to use Inbound Marketing for your nonprofit.
What is Inbound Marketing?
The best way to explain this is to tell you what it isn’t. It is not sending out mass mailing, posting flyers or buying radio commercials. That is outbound marketing. That is telling everyone – ninety-percent of whom don’t care – about your nonprofit. It is not very efficient and not easy to track.
Inbound Marketing attracts visitors who are interested in your nonprofit and funnels them through to the services or resources you want them to find. You attract them with blog posts, newsletters, social media posts and videos. They find your content, like your content and then follow this stream of content until your end result is achieved.
OK, that is a simplified version. Here is the bottom line… I am paraphrasing Keith… would you rather have 1,000 visitors to your website, but only two donate to your cause? Or would you rather have 100 visitors to your website and 10 donate to your cause?
How to Do It
I want you to look over this graphic. This is the flow chart of inbound marketing. This will give you a good idea on how inbound marketing works.
Now, as you listen to this podcast, follow along on this graphic and see how you can turn strangers into donors.
The Tools
Keith mentioned a whole bunch of tools. Here are links to what he talked about. Most of them are FREE.
- Google Analytics – tracks visitors to your website and help you get found in search results. FREE.
- MailChimp – a great tool for generating an email list and publishing a newsletter. FREE.
- Infusion Soft – Customer Relationship Management Software CRM. Great for tracking donors, volunteers and sponsors. (Not free)
- Hubspot CRM – another CRM. FREE.
- Unbounce – creates landing pages for your inbound marketing campaign. (Not free)
- Leadpages – another great landing page creator. (Not free)
- Hootsuite – manage all your social media accounts in one place. FREE.
- WordPress – create your website and look awesome. FREE (see our free course).
On last resource for you. This image is a the Inbound Marketing funnel. Use this to visualize how to move your followers through the inbound process.
Resources
Hubspot Academy: Free courses! Start with the FREE Inbound Marketing Certification.
Leadin: a tool you can use to track you Inbound marketing. And there is a FREE version.
The HubSpot Blog: awesome resource full of great and usable information.
