22 Jul 5 Steps to Generating Leads for Nonprofits: A week prior to launch
As part of our series on where we are generating leads for nonprofits, we discussed what to do 3 weeks prior to your charity web marketing campaign and what to do 2 weeks prior. Here are 5 steps on what to prepare 1 week in advance of your charity web marketing campaign.
1) Write landing page copy to show why someone should download the offer.
The landing page covers important information about the offer, including a catchy title, a brief explanation of the content and key takeaways readers will know after reading or viewing the offer. This landing page also has a form that collects information the sales team needs to qualify leads. We will collect information like company size, job title, and biggest marketing challenge on top of other basic contact information. Having this additional information about new leads allows our sales team to start personal conversations with each contact that converts on our pages.
Next, you’ll need to create the “thank you page” where people will be sent after filling out the form. This page will include a link to the actual offer for downloading, social sharing buttons and a secondary call-to-action (CTA) where appropriate. These CTAs should send your prospects to a middle-of-the-funnel offer, such as a trial or a demo.
The final step in the landing page creation is the kickback email. This is the email folks get immediately after downloading an offer. You’ll want to include a link to download the offer in the kickback email, as well as social sharing buttons so people can quickly learn more about your company through social media. You can easily add in social share buttons without much work on any of the pages you’ve created, as well as the emails you make.
2) Write a blog post to promote your offer.
One of the best ways to launch an offer is by sending out a morning blog post, notifying your blog subscribers that a new offer is now available. We’ll go into detail about what this post could look like in future posts, but note that you should plan to write a blog post for your company’s blog one week prior to the launch date.
3) Create calls-to-action to put on your website and blog.
Your promotional blog post will be much more successful if you include a CTA at the bottom of your post to download the offer. Additionally, you should create extra CTAs for places such as your website or customer login page. Here’s an example of Strategic Web Studio’s CTA below it for a new customer specific blog post:
4) Write email copy to promote the offer.
Now that you’ve determined the positioning of the offer, you have images to use in your emails, and you have landing page copy to go off of, creating your email copy should be a breeze. Depending on the style of the offer, you could write a long story-like email, keep your email short and simple with quick takeaways about the offer, or put together a newsletter including similar pieces of content.
5) Start a LinkedIn Group discussion about your offer.
To get some buzz going about your offer’s topic, start a discussion in a LinkedIn group or another online community to see what people are saying about it. Once you’ve started a discussion about the offer’s topic, you’ll be able to easily share a link to your finished offer in the discussion thread where the right people will gladly read and comment on your content.
Now comes the fun part: Getting your content in front of an audience! We will work together across all promotional channels to organize a coordinated charity web marketing campaign around the launch of each offer. We also work together on long-tail projects to help increase lead generation over a longer period of time. Let’s go over how you can use each promotional channel.
Next, we will get into coordinating promotion across multiple channels for your charity web marketing campaign
