Marketing In Phases

Most organizations figure out marketing in phases. Below is an example of two of my not for profit clients and how their marketing efforts has grown over the past few years. 

Phase 1 

This phase client is focused on sending something to their donors without having to bother with the website or social media. 
The most basic marketing would start at a newsletter. This is great for in-person mailings to donors who are not reachable online. The problem with a print newsletter that you are not using the content to reach current and especially new online donors. 

Phase 2 

This phase client is starting to add content to their website for donor accountability while creating a destination where donors can 'go read' about the impact their donations have.
The articles in the pdf newsletter gets loaded one-at-a-time to your website blog as part of your marketing fuel plan.
See all our 3 hours Marketing Benchmarks for details. 
These blogs are loaded using a client provided document with the text, images, and links all in one document shared via Google Drive. 
Below is the 3 Hours / $200 benchmark we used for this task. 
CM - 8x Blog Load loading provided blogs to your website.

Phase 3 

This phase clients want to grow their online audience so we start to pulling their blogs through to their social media channels by means of planned posts for quality content. 
Each of the blogs have their own unique URL. We collect these and document them on the Workload sheet. ​
We then carefully create a post to go with each url with #tags and @tags. 
1- The @KateriMed #strategy is to help our #clinics to respond to the #Covid-19 crisis. Read More: 
https://www.katericlinic.org/news/responding-to-the-pandemic

2- On-site housing at #clinics is vital for having doctors available for #emergency situations.  Thanks to generous donation we are able to make this possible at #Graceland #Hospital in #Gusau! Read more:
https://www.katericlinic.org/news/new-doctors-residence-at-graceland-hospital-in-gusau 

3- #StThomasClinic in #PortHarcourt has a new  van to facilitate #MobileClinics to rural areas. Read more:
https://www.katericlinic.org/news/new-van-for-mobile-clinic-outreach-missions-st-thomas-clinic-port-harcourt 

4- The #Covid-19 #pandemic rages on with cases rising daily, hear from our partners in #GidanWaya, #PortHarcourt, #GracelandHospital in #Gusau, and #GenesisHospital in #Lagos - https://www.katericlinic.org/news/voices-of-our-partners-in-all-parts-of-nigeria 

5- In #2020 @KateriMed received a generous gift to build a small rural #clinic in #Nigeria.  Find out more about our plans for future clinics here. https://www.katericlinic.org/news/plans-for-future-clinics 

6- The @KateriMed team is proud to announce our newest partner #clinic, The #BBAyamMemorial #Clinic and  #Maternity in #Nigeria.  See below for the full article.
https://www.katericlinic.org/news/new-partner-clinic-in-bari-diocese

7- Read more about our partnership between #StThomas #Clinic in #PortHarcourt and our #MedicalOutreach mission in #Owerri here:
https://www.katericlinic.org/news/medical-outreach-mission-in-owerri
Also utilizing the online store for a lead at the end of each blog. 
Below is the 3 Hours / $200 benchmark we used for this task. ​
SM - Blog Posts are posts to your website which feature your industry related blogs.
Picture
LM - 1-3 Widgets / plugin's / store buttons. 

Phase 4 

This phase clients are trying to better show their donors how their projects align with their mission/vision statement.
These blog posts grow and accumulate and can be sorted into categories that also reflect the company mission and vision. The sorted blogs get linked back to their matching landing page sections to create a timeline of projects over a period of time.  
Below is the 3 Hours / $200 benchmark we used for this task. ​
LM - 20x Internal Links on website linking to pages.

Phase 5 - Middle 2020

This phase client is starting to understand the process wanting to increase the conversion rate of the work they are paying for as much as possible by squeezing out every drop. 
The pdf mailled newsletter becomes blogs loaded to the website and send out AGAIN via a digital newsletter.  
The blogs that gets sorted into blog categories and linked through to landing pages can also become category newsletters.
While we build and expand on your donor mailing list with website and email subscribers. 
Below is the 3 Hours / $200 benchmark(s) that we used for this task. ​
LM - Newsletter with up to 8 inserted blog links.  

Phase 6 

Clients who are ready for the next level. 
Planning detailed campaigns with specific goals, ad campaign types, conversion events and targets. 
Using your branded images, content, and links for your advertising media plan to build your ads. 
Using your mailing lists and website newsletter subscriber to create look-a-like audiences for online advertising.
With the help of Shire Lyon Ads.