What is a Landing page?

Before we talk about landing pages, first, let’s discuss which what one is. 

A landing page, is a standalone web page, which is in relation to your main website, but created for a single focused objective in mind.

The goal would be to get users to sign up for a petition or competition, in exchange for their name and email address.

How can we create effective landing pages?

There are many elements that make up the anatomy of a landing page, and here are four.

Headline

You are competing for your eyes’ gaze, it must stand out, and it must be relevant to your target audience. Your mission is to communicate your core value proposition, as clearly as possible.

*Tip :

·        Use language that is simple. Don’t over complicate things.

·        Write in second person, as this will help captivate your reader’s attention.

·        Be consistent. Make sure headlines match the rest of your campaign, imagine it is a story you are telling, make it obvious they are in the right place by creating a landing page that is in keeping of your ad copy, headline and copy consistent, as it is important for your Google AdWords quality score too).

Copy & format
The body of your language page should further describe what you offer is and why visitors should download or sign up for it- your goal is to make clear the benefits of completing the form and answer the question “what’s in it for me?”.

*Tip :

·        Content should never be longer than five lines.

·        Write in a way that tells the viewer how your charity will bring benefit to your cause.

·        Proofread- Make sure there are no grammatical or spelling errors.

 Image

A picture can paint a thousand words, your goal is to use a relevant and captivating images that reinforces the benefit of your offer.

*Tip :

·         When possible, it is always better to create an original photo or video, instead of using a stock photo.

·         Video can also be used to explain your cause, or give additional information as another way to convince your visitors to fill out your form, you could also use video to communicate the results your current donors have helped the charity accomplish.

Form
The form is crucial to your landing page, since this is where the conversation takes place. The main questions to answer are what to include and how to make it- your goal should be to collect enough information from your donor to enable you to contact and qualify the lead.

*Tips :

·         Form Headline- Clearly state what action the viewer can accomplish on this page.

·         Make the form stand on the page- Surrounding it with a coloured box helps isolate it from the rest of the content.

Thank you page

This is the part that users are directed to, after completing the form. While you have your viewers’ attention, take advantage. An example, ask them to sign up for all the latest updates, or join you on social networks.

Now you’re armed and ready to create compelling and effective landing pages- get started and get the most out of Google Grants by turning visitors into active donors.

If you have any questions, or interests in Copernica marketing system, feel free to call us on 0161 822 2558, or email sarah.talbot@copernica.com and we will be sure to get back to you as soon as we can.

Do's and Don'ts for Non-Profit Tweets

Although tweeting can sound daunting, it can be an amazing way for your organisation to participate in conversations on various issues. The more brand awareness you can get for your charity, the likelihood more people will donate, and that is what really matters.

DO

1. ·         When organising an event, encourage your attendees to say hello. When you’re at the event, invite those who have interacted with you on Twitter to meet you in person.
2. ·         Track down the official hashtag, and use it in every tweet related to your event/charity.
3. ·         If you or someone from your organisation is speaking or presenting at an event, share the time, date and place of the event.
4. ·         Use live tweeting to your advantage, encourage people to tweet during your presentation, and ask any questions they might have.
5. ·         Re tweet any quotes or information that could be of interest or relation to your event, be sure to include the correct twitter handles of people and organisations mentioned in your tweets. There are a lot of copy cats in the industry.

Don’t

1. ·         Ignore questions posed in the feed, it is important to engage with your followers, and spark conversation. The more people talk about you, the more exposure it gives your charity.
2. ·         Share random links or information about your organisation. This will disengage with people, and switch them off to you. Remember relevancy is key.
3. ·         Create #hashtagsthataretoolong for your event panel. It should be simple yet catching.
4. ·         Only promote your own content. You are attending the event in order to network, and learn from people, remember when you share content, you are sharing the love.

5 Tips for Lead Nurturing Your Donors, Non-Profit Organisations.

Introduction

With today’s advancement on technology, it seems all we do is spend our time online. The results of this can be seen in our everyday habits- once we used to take the high streets word, that we was getting the best deal, but now we search online to double check. We would hammer up and down the high street on a busy Saturday morning, but now we shop online from our beds.
For marketers, the challenge is figuring out ways to fill in the customer life-cycle gaps, and come up with ways we can personalise each of their engagements, through marketing automation, and analyse more in depth into their purchasing behavior.
Unfortunately, many marketers continue to rely too heavily on generic blast email campaigns- one size fits all approach, which does not cut it in this day and age, so here are some well thought out tips to incorporate in to the way you can nurture your donors through digital marketing, and how you can increase both donations and ROI.

 1)      Get ready & started
You don’t have to create the perfect complex nurture programme right from the start. Some marketers choose to focus on personalisation, the rest, on content and which channels to choose. Instead of thinking big, start small!
 

2)      The Right Data = The right start
If you want to add sophistication, you’ll need to collect the relevant data to drive it.
B2B- Company Size/ Industry etc.
B2C- Age, location, interests. Rather than asking for all the information up front, there are progressive ways to gaining information, for example- using a web form builder. This allows you to prioritize the list of questions you wish to ask your prospects and customers. In addition to this, you would benefit greatly if web tracking was captured, so you could monitor where in the process your donors drop off, and what their behavior is throughout the cycle.To put it another way, whether a contact clicked through on an email, visited a specific Web page, or did both multiple times within a week can speak volumes about their intent- and how best to nurture them.
 

3)      Use Personalisation and Content Now that you've collected the important demographic and behavioral data, it’s time for the fun to begin!
You are not limited to one data element, so fell free to use first name/last name/ company name etc.
·         Provide content based on browsing behavior- Build in content blocks that can have rules attached to, show the recipient relevant information based on what pages were browsed. (TIP: This method is strongly advised for all whom wish to advance their marketing strategies, to become relevant, timely, and increase donations).
·         Showcase replenishment trials or renewal campaigns- Ensure you keep your donors updated with current news and information, regarding your non-profit organisation- in the process increasing donations made.

4) Consider going multi-channelNurturing your donors via email, is a powerful way to engage, but you can drive effectiveness even more by reflecting today’s multi-channel world in to your nurture campaigns. 

Consider incorporating traditional “snail mail,” SMS “Thank-you for donating” messages, landing pages, web forms, etc, this will increase the audience you reach.

this will entice donors to learn more about your charity, and what your main aims and  objectives are for your cause.
Conversely, you build a set of rules that would trigger a campaign, based on how a donor has interacted with you emails/ Web site previously.
So if an email has been failed to be opened, for any reason, after a period of time, a trigger message might automatically print and be sent to that donors address.

5-Take a more personal approachfirst, establish who your target donors are, what might their journey be? Ensure you have the correct, relevant resources for each step in the communication process.
To make sure you are connecting with each of these personas with the right content and time, analyse your top donors segment. Determine the contacts that are involved in the donation process. 

What is their area of interest? What is the best way to contact them? You’ll have the data points needed to form a basis on how best to personalise the nurture process. 

 If you have any questions, please feel free to contact me sarah.talbot@copernica.com
I hope you enjoyed this article, and look forward to hearing from you.