Twitter puts verification process work on hold to focus on elections integrity

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Twitter’s head of product says his team is pausing work on the Bluecheck/Verification process to focus on the health of the app ahead of elections.

The post Twitter puts verification process work on hold to focus on elections integrity appeared first on Marketing Land.

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How to Increase the Profitability of Your Nonprofit Organization

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The primary purpose of a nonprofit company is to help a certain cause.

These organizations’ missions usually differ from those of traditional businesses.

If you operate a nonprofit business, I commend you. It’s great to see entrepreneurs helping other people and providing aid to charitable organizations.

But just because your motive for running your business is to help a greater cause doesn’t mean you shouldn’t be trying to generate a profit.

At the end of the day, your nonprofit organization is still a business. From a business perspective, this company needs to be run with the same principles as every other company.

You need to keep up with the latest marketing trends. Research your industry, and analyze your competition.

Learn about the wants and needs of both your customers and donors.

I see this problem all too often when I’m advising nonprofit companies. They are still operating the same way they were 20 years ago.

Sure, they might have a website now, but they aren’t always using the most recent technologies.

For example, check out these numbers related to nonprofit organizations and mobile devices:

nonprofit mobile

Times have changed. Your nonprofit needs to adapt if you want to survive and thrive.

If your nonprofit company is struggling or could use some fresh ideas, you’re in luck. I’ll explain what you need to do to boost profits for your nonprofit.

Promote customer acquisition

If you’ve been operating for a while, you probably have a solid base of customers and donors. That’s great news and something to be proud of.

But what steps are you taking to continuously grow this number?

Relying on the same customers isn’t a sustainable business model.

If you rely on mass direct mail or cold calling houses for donations, I’m guessing you’re having trouble acquiring new customers.

unknown call

That’s because people are not very likely to answer the phone if they don’t recognize the number.

Just 7% of people say they’ll answer a toll-free call from an unknown number.

Furthermore, research shows that the average conversion rate for cold calls is roughly 2%.

With such a small percentage of people answering their phones and an even smaller percentage actually converting, those numbers aren’t appealing.

You need to find other ways to promote your brand so that it can be exposed to the widest possible audience:

  • promote your website
  • stay active on social media
  • build an email marketing list
  • encourage referrals

These are the types of tactics you need to implement if you want to get more customers and donors.  We’ll discuss these concepts in much greater detail as we continue through this guide.

Drive traffic to your website

Your website needs to be the top priority for your nonprofit organization and your marketing efforts.

We’re living in a digital age, and you need to recognize that the best way to get discovered is through the Internet.

But just having a website isn’t enough. You need to make it as easy as possible for visitors to buy and donate through this platform.

It’s imperative you have a clear call-to-action on each page of the website. This will be the best way for you to generate donations and ultimately increase your profits.

Here’s a great example of this concept on the Habitat for Humanity homepage:


As you can see, the “donate” CTA buttons are clearly displayed in several places on the site.

All your marketing promotions should lead people to your website. If someone hears about you or clicks a link, they’ll know exactly where to find you and what to do.

They won’t have to pick up the phone or mail in a check. They will simply visit your website and donate directly from there.

One of the best ways to drive traffic to your website is by blogging.

Blogging adds fresh content to your site on a regular basis, which helps improve your SEO ranking.

This will make it easier for your nonprofit to be discovered when people search for related topics on Google.

Blogging allows you to include internal links to other pages on your site. You should also add external links to websites with high authority rankings, especially if those sites support your cause.

More importantly, a blog gives people a reason to keep coming back to your site.

Think of it like this. How often does the same person donate or buy something from your nonprofit? I’m willing to bet the answer is “not every single day.”

But if you can establish a steady audience visiting your blog on a daily or weekly basis, it will increase the chances of getting conversions simply because your site traffic is higher.

Prioritize email marketing

When someone visits your website, trying to get them to buy something or make a donation shouldn’t be your only goal.

You can effectively market yourself without forcing visitors to spend any money.

You need to collect email addresses.

This will be the best way for you to stay in contact with your customers, donors, and volunteers. Eventually, this email list will help you generate more money.

Email marketing has a high return on investment compared to other marketing tactics:

email ROI

That’s because the costs associated with these campaigns are low. You’ll pay only a flat monthly or annual rate for your email software based on the number of subscribers you have.

Think about how much money it costs you to send direct mail letters to homes asking for donations.

You’ll pay just a fraction of that cost by sending emails instead.

Plus, the best part about your email list is you know you’re contacting people genuinely interested in your organization. That’s why they signed up to receive these messages in the first place.

Someone who opts in to receive your promotional content is much more likely to spend money than a person receiving a call from an unknown number.

Improve your credibility and security

Scammers have always tried to trick people. The modern age is no exception.

It’s a sad reality, and it’s unfortunate it happens often.

As a result, consumers protect their information. If they’ve never heard of your nonprofit organization, they may not feel comfortable donating to you or buying from you for the fear your organization is not legitimate.

But you can do a few things to change that. Understand the top elements that add credibility to your website:

For starters, you need to make it easy for people to contact you through:

  • phone numbers
  • email address
  • physical address
  • links to social media pages
  • live chat

All of these need to be easily accessible.

Make sure you include security badges on your website as well. Proofread your site for grammar issues and typing mistakes. Such errors can make you appear unprofessional.

Your checkout and donation processes need to be secure. I’ll talk more about the way you accept payments shortly.

Increase your social media presence

Both your current and prospective customers are active on social media. The same holds true for your donors and volunteers.

You need to be active on these platforms.

If you don’t have profiles created on social sites, you need to do this as soon as possible. Facebook. Twitter. Instagram. YouTube. These are the best places to start.

Check out the Facebook page for Save the Children:

save the children

As you can see, the organization uses this marketing channel to promote events and raise money for specific causes.

Post content on your social media profiles on a daily basis.

Try new strategies to increase the number of your social followers. Interact with these followers. Run promotions and giveaways to create exposure.

Social media platforms are great places for you to explain your cause.

Also consider using social media platforms to encourage customer referrals.

Accept multiple payment options

Let’s say someone decides they want to buy something or make a donation on your website. That’s great news.

But they see you accept the payment only through mailed checks or over the phone. That’s no good.

You need to accept payments online. But take your online payment concept one step further.

Accepting only Visa and Mastercard won’t maximize your profits. You can’t assume everyone has those cards. Even if they do, the cards may not be their preferred methods of payment.

You need to accept all major credit cards and debit cards.

Furthermore, you need to accept alternative payment options as well, such as PayPal, Apple Pay, and Venmo.

The more options you have available, the more likely people will buy and donate.

Tell your story

Master the art of storytelling.

The whole idea behind your nonprofit needs to be the driving force of your sales. Sell your story, not your product.

You’d be surprised how impactful your story can be. People care about the world. Just look at these numbers based on a recent survey of Generation Z:

gen z

Younger generations are especially aware of social concerns across the globe.

That’s why 70% of Millennials say they are willing to spend more money on brands supporting a cause.

Explain why you got into business in the first place. Whom are the proceeds helping? How will donations help those in need?

Elicit an emotional response from people who hear your story. The message needs to be loud and clear.

This story needs to consistent on all your marketing channels. Feature it on your website, social platforms, and email newsletters.

You should also give people the opportunity to share their stories. This will help create a sense of community and give people a reason to constantly visit your website.

For example, let’s say your nonprofit helps people who have a certain illness. Let people currently suffering from that illness share their stories. They can connect with other people in the same position.

Family members and friends of those with the illness can contribute as well.

By creating this community of people with unique stories, you will encourage more people to support your cause.

Go mobile

Your nonprofit organization needs to have a mobile website. As we saw earlier, more than half of nonprofit website traffic comes from mobile devices, and one in five nonprofit event registrations occurs on a mobile device.

If your site isn’t mobile-friendly, you’ll have high bounce rates and won’t get high conversions.

But if your site loads quickly and is mobile-optimized, you’ll have a better chance of making more money.

Take your mobile marketing efforts one step further by creating a mobile app for your nonprofit.

site vs app

As you can see from the data above, consumers prefer mobile apps to mobile websites for several reasons:

  • convenience
  • speed
  • personalization

These are the components you need to focus on if you want to drive sales and donations through your mobile app.

Creating a mobile app also improves your legitimacy, which I discussed earlier. It will be easier for people to find you when they browse for related content in the app store.

You can use your nonprofit mobile app to accept payments.

mobile payments

People spend more money on mobile apps than they do on mobile browsers and desktop devices.

This strategy will not only increase the number of donations you get but also the amount of each donation.

Partner with sponsors and influencers

Leverage relationships to expose your brand to a wider audience.

Get a well-known brand to sponsor an event or partner with your company. Lots of businesses will be willing to do this because it shows they are charitable as well.

Their customers can ultimately become donors for your nonprofit. You can accomplish this in many ways. It depends on what your sponsor is willing to offer.

For example, if people make a donation through your website, they could get a discount or gift card to the sponsor’s business.

You should also partner with social influencers and celebrities.

This is another great way to add credibility to your organization. Social media promotions from well-known personalities promoting your nonprofit will help you drive sales and donations.

Try to find someone who has a direct connection to your mission and cause. These people will be much more willing to help you.


Nonprofit organizations still need to make money.

You can do this without straying away from your primary company’s goal and mission. All this means is your cause will get even more support from your brand.

Focus on new ways to acquire customers and donors. Take advantage of digital marketing tactics to do this.

Drive traffic to your website, and encourage donations through that platform. This will be easy to do if you establish credibility.

Build an email subscriber list. Stay active on social media. Leverage your mission statement and story to drive donations.

Make sure you have a mobile website. Launch a mobile app to take donations from there as well. Accept as many payment methods as possible.

Find a celebrity or social influencer willing to support your cause and promote your nonprofit.

If you follow these tips, you’ll see an increase in sales, donations, and volunteers for your nonprofit organization. This will ultimately boost your profits.

How is your nonprofit organization using digital marketing tactics to increase profits?

Report: After purging locked accounts from follower lists, Twitter’s own account takes the biggest hit

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Most accounts with significant follower numbers lost less than 3% of their following, although some lost up to 5%.

The post Report: After purging locked accounts from follower lists, Twitter’s own account takes the biggest hit appeared first on Marketing Land.

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Marketing Day: Amazon Prime Day, Twitter takes a hit & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

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Small Business Guide to the Google Universe

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Small Business Guide to the Google Universe written by John Jantsch read more at Duct Tape Marketing

The video above is a replay of a recent live webinar I conducted. Combined with the text below you should have a pretty good feel for how to use Google for small businesses.

While Google has a lot of different products and services, to me, the following are what truly make up Google’s Small Business Universe for marketers and small business owners:

These are all great tools to help you grow your small business, so I thought I’d dive into each of them to give you a better understanding of how to use them and how they can benefit you.

Google My Business

This tool is critical for local businesses. This is one of the top ways, if not the way, businesses are getting found in their local community, which is why I spend so much time talking and writing about this topic.

Google My Business

Google My Business and the 3-Pack (above) show up when a person does a search for a term that is clearly for a local business. Getting your business to show up in the maps listing, as seen above, is extremely important and a good goal to achieve for local businesses today. There are a lot of factors that go into this, but the first one to focus on is ensuring your Google My Business listing is accurate and well-optimized. To optimize the listing:

  • Claim the listing
  • Make sure you don’t have any duplicate listings (this is rather common with the various iterations this tool went through)
  • Select a specific category for your business (avoid being too general)
  • Ensure your name, address, and phone number (NAP) match the NAP on your website
  • Add images and videos
  • Put efforts together to help your business increase positive reviews on the listing (reviews are a huge ranking factor)

In addition to the tactics above, there are some things you can do on an ongoing basis to increase your chances of being found in the 3-Pack.

Google Posts

  • Respond to all reviews (both positive and negative) – Be sure to turn on notifications so that you are alerted when a new review has been posted so that you can respond promptly.
  • Use Google Posts – This is one of the newer features within the Google My Business listing and typically speaking, if Google really starts to pay attention to something, I’d recommend you spend time on it as well as it could imply that it will influence search rankings. This is one of those things. This new feature allows you to essentially showcase mini blog posts within the Google My Business listing that can be educational or promotional. It’s another area to really showcase your business.
  • Another thing to check frequently is making sure nobody is suggesting inaccurate edits to your listing, which people have the ability to do by clicking the Suggest an Edit feature in the public listing.
  • With the new messaging feature on mobile devices, people can actually text you now from the Google My Business listing (your number will never show publicly). This can be a great tool for businesses who are appointment-focused or need to respond to messages quickly.
  • You have the ability to set up your website as a tracking URL (UTM code) in the edit screen of your listing (it will still show as your URL when it’s public-facing). This allows you to clearly see where your marketing efforts are having an impact, where people are coming from, and so on. If you don’t create a tracking URL, and just put in your web address, all of that traffic in Google Analytics will say it came from Direct traffic and won’t segment out that it was from your listing, which I think is important information to have. By adding the UTM code, it will filter under the Organic traffic bucket, which is where it really belongs.

Google Search Console

This is another free tool that has actually been around for a while (formerly Webmaster Tools) and is one of the most important tools for you to use for your SEO efforts. Google has spent a lot of time in recent years to improve it which to me, is a sign it’s not going away anytime soon and is a significant tool for you to use.

This tool is your best source of data about where your traffic is coming from, how pages are ranking, and what people are searching for that actually lead them to your website (we used to be able to get that information in Google Analytics but are no longer able to).

They are currently in the process of releasing a new version of the tool, so right now you’ll spend a bit of time going back and forth between the old version and new, which isn’t a huge deal with how it’s set up, but it’s something to be aware of.

To set everything up, go to Google Search Console and:

  • Claim and verify your website (I’d recommend choosing the Google Analytics option in the instructions to do this)
  • Add your sitemap (if you use WordPress, the Yoast SEO plugin is a great tool to submit a sitemap)
  • Check your messages – This is where Google will communicate with you about your website and any issues you’re experiencing (it may take a couple of days for the messages to populate). Google will actually be able to point out page crawl errors, HTML improvements, penalties, and if you’ve been hacked. It will also tell you how to fix all of these issues.
  • Integrate Google Search Console with Google Analytics (this will help you track goals and conversions). In Google Analytics, click Admin and then Property settings, you’ll see Search Console and it will give you the ability to add a Search Console.
  • Wait a few days (depending on your site, it may take some time for Google to crawl your site and gather the information needed).

This tool is also a great place to track the performance of your content and pages. You can:

  • Find keyword search rankings
  • Compare performance over time
  • Check out click through rate
  • Spot ranking opportunities
  • Find conversion opportunities

Google Ads

Google has recently changed the name from Google AdWords to Google Ads, and I think there are a couple of reasons why:

  • It’s more comprehensive than it used to be (it’s so much more than keywords now)
  • Advertising is now more about intent
  • Machine learning behavior and bots will dictate how advertising rolls out

How to Link Google Ads to Google Analytics

Link Google Ads and Analytics

The screenshot above is located in Google Analytics. Click Admin and scroll over to Property, where you’ll see AdWords linking (you can do this from Google Ads as well). I recommend integrating these tools because you want to know where your traffic is coming from and if it’s converting. It’s a great way to track your goals and get granular with your marketing.

New features in Google Ads

  • Local Ads (new campaign type)
    • Access by going to New Campaign
    • Local Campaign is focused on small local business and make it as easy as possible to run a campaign across various properties in the Google Universe
    • As a side note, see where it makes sense because it’ll be an easy way to spend all of your money at once.
  • Responsive Search Ad (new ad type)
    • Google does A/B testing for you and you’re able to input up to 15 headlines, 300 characters and 4 descriptions in the pool where they’ll mix up all the combinations (including extensions) and test on your behalf (leading to roughly 40K+ possible combinations) so that you know the ads give you the greatest opportunity for click-through rates.
    • These ads will essentially take over page one of Google (which is great for advertisers) and is something marketers should pay attention to.
    • These ads are currently in beta and aren’t showing up for everybody just yet (best practices aren’t currently in place in this beta phase either)
  • Local Service Ads from Google
    • This feature has been around for awhile but it is something that has been expanding rapidly. It is focused on a handful of home service businesses and if you’re one of these businesses, you need to be paying attention to these placements because they are dominating page one.
    • Reviews, proximity, responsiveness and how well your ad profile is optimized will contribute to your prominence in this space.
    • These ads are set up as cost per lead based on search term.
    • You have the ability to do search term and geotargeting.

To sign up for Local Service Ads:

  • Go to
  • Download the app
  • Create a profile
  • Get Google Guaranteed (employee background checks)
  • Set a monthly budget in Google Ads
  • Respond quickly
  • Focus on reviews

Local Service Ads

If I had to name a few key takeaways from this post, they would be:

  • Google My Business is a must for local businesses.
  • Google Search Console provides the best SEO data.
  • It’s important to connect Google Ads, Google Analytics, and Google Search Console.
  • You must pay attention to ads.

There you have it! Have you started to explore these areas of Google? If not, I highly recommend doing so.

Need more tips on search engine optimization? Check out our entire Guide to SEO.

How to reach consumers while protecting their privacy

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The debate surrounding probabilistic versus deterministic cross-device tracking is nothing new. But with the rapidly evolving online landscape and technological capabilities, and with customers increasingly engaging across multiple devices, brands and agencies should be having a different…

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Tripwire Marketing: Lure in More Customers With 12 Slam-Dunk Tripwire Ideas

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tripwire marketing

You’re unhappy with your conversion rate. People just aren’t buying what you’re selling. The solution might lie in tripwire marketing. The term tripwire marketing might sound a little shady, like you’re trying to get one over on your customer. That’s not the case at all. Marketing and advertising experts have been using tripwire marketing for decades in one form or another, and it works just as well online as it does in brick-and-mortar sales. In fact, it’s even more effective because you can more easily stay in touch with the customer. What is tripwire marketing? And how does it work?…

The post Tripwire Marketing: Lure in More Customers With 12 Slam-Dunk Tripwire Ideas appeared first on The Daily Egg.

New features in the Facebook Ads Manager app make building ads on mobile easier

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The ad-creation tool has five new features, including the ability to include overlays, stickers, logos and more.

The post New features in the Facebook Ads Manager app make building ads on mobile easier appeared first on Marketing Land.

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