Category Archives: Building Traffic

Articles on social media, seo, sem, etc

Gain New Supporters, Google Grants for Nonprofits

Posted by Rob Leighton| 08.30.2013| in Building Traffic


You might be surprised at the number of people who are searching Google for a mission-driven organization just like yours! You might be more surprised to learn about the Google grants program (yes, I mean grant — like no direct advertising costs to you) that helps you bring these people to your website.  Let me explain.

Building Valuable New Traffic

Your current stakeholders – donors, clients, customers, volunteers –  likely search for your organization by name (e.g. Save Our Children). Not surprisingly, your Google listing shows up right on top of the Google search results. After all, there is only one you.

Future stakeholder, however, most often do not know about your organization. Instead, they will  search by a topic (Helping Kids Africa), in which case.  the organization often does not show up in the first few pages of search results.  Yes, you can reach some of these people with something called Search Engine Optimization (SEO) – a technique for structuring your online content. SEO is important, but it takes time and still misses many of the people who already are interested in your mission.

Adwords, Google’s online advertising system, lets you move fast, turning on and turning off the program as your campaigns require.  And here’s what’s even better: Google grants for Adwords are available to empower nonprofits to promote their missions and initiatives.

With Google Grants, you can:

  • Use online advertising to reach donors, volunteers and consumers when they’re searching on Google
  • Raise awareness by choosing relevant keywords and creating unique ads to highlight your work
  • Track online donations, newsletter sign-ups, volunteer registrations and more so you can see what’s working and what’s not
  • Promote your organization’s website on Google with in-kind AdWords advertising.

Google Grants – Case Study

Learn about how Direct Relief International has used Google to quickly raise over a $1 million dollars while gaining insight into the donor base that already is motivated to support DRI’s mission.

Learn how to move your Google visitors highly qualified prospect in our free webinar,  Building Valuable Online Traffic.

 

The Six Principles to Buzz Online

Posted by Rob Leighton| 06.18.2013| in Building Traffic


child-buzzWhy do some companies, products and services get more word of mouth than others? Which buzz online? It’s not luck. There’s a science behind it.

People often think getting buzz online is like capturing lightning in a bottle. You have to get lucky. The market has to be just right. Or you need the right combination of three or four indescribable qualities that combine in some inexplicable way to create magic.

There’s a science behind buzz online. It’s not random and it’s not luck why people talk about some things rather than others.  According to Wharton marketing professor Jonah Berger and author of Contagious: Why Things Catch On ,  here is what gets word-of-mouth buzzing.

Social Currency. Just like the car we drive and the clothes we wear, the things we say affect how people see us. So the more something makes someone, the more likely they’ll be to pass it on.

Triggers. If something is top-of-mind it will be tip-of-the-tongue. Just like peanut butter reminds us of jelly, the more we’re triggered to think about a product or idea, the more we’ll talk about it

Emotion. when we care, we share. Whether positive (excitement or humor) or negative (anger or anxiety), high arousal emotions drive us to share.

Public. People tend to imitate others. But as the phrase “monkey see, monkey do” attests, the easier it is to see what someone is doing, the easier it is to imitate. Public observability drives imitation (e.g. iPod’s white headphones).

Practical Value. People don’t just want to look good, they also want to help others. So more useful equals more shared. Think articles about 10 ways to raise capital or five key negotiating tips.

Stories. No one wants to seem like a walking advertisement, but they will talk about something if it’s part of a broader narrative. So build a “Trojan horse” story, a message that carries your brand along for the ride.

These six principles comprise a formula for getting more online buzz. They’re a recipe for crafting contagious content and for getting more people talking about any product or idea.

Will following this formula guarantee a viral hit? No. But it will increase the batting average. No one hits a home run every time, but by understanding the science of hitting, people can raise their average by hitting more singles, doubles and even home runs.

Note: this article was adapted from Jonah Berger’s article in TechCrunch.