As Peruvian Hearts awareness increases, we fully expect traffic to PH digital properties (the website, social media, etc.) to rise. Believers and Experiencers are digitally savvy and are increasing the role digital channels play in learning about and contributing to philanthropic causes. PH stands only to benefit by taking steps to ensure its digital footprint makes it easy for users who are ready to act to do so. The tactics below focus on leveraging industry best practices to that end.
Create a consistent “call-to-action” strategy
Steps to Implement A call-to-action is an invitation presented on a digital channel to entice the user to accomplish a given goal. By including calls to actions on digital channels, you are helping guide users to the next step. Steps to Implement Unify the visual presentation of calls-to-action inasmuch is possible across channels. For example, … Continue reading Create a consistent “call-to-action” strategy
Introduce a lead generation form to the website
Many website users are ready to act and will respond to calls-to-action on the site to donate and volunteer; others are almost ready, but would be interested in additional information. Lead forms are a way for users to volunteer their interest/intent in donating by requesting more information. It allows for a more focused follow-up and … Continue reading Introduce a lead generation form to the website
Define a conversion funnel and accompanying analytics dashboard strategy
Services like Google analytics allow you to identify custom events that help track whether users accomplish key site activities like clicking a call-to-action, filling out a form, or sharing a piece of content to social media. These might include Return visit (visit number) Form view/ Form Submit (%) Call-to-action success rate Similarly, Google analytics can … Continue reading Define a conversion funnel and accompanying analytics dashboard strategy
Invite Email Traffic to Visit the Website/Donate
Steps to Implement Email newsletters/communication should leverage the same approach when including calls-to-action in messaging as website content (consistent colors, language). Email messaging efforts should be evaluated on their effectiveness of driving traffic to the website and drive additional donations. Dimensions to evaluate might include: Article teaser or full-text included in email communication Use of … Continue reading Invite Email Traffic to Visit the Website/Donate
Develop an in-bound marketing framework using search and social
Steps to Implement Identify opportunities for back links. Backlinks help Google determine page authority. Reach out to receptive organizations/bloggers that refer to Ana and PH and request they link to PH as part of their article. PH can create simple webpage badges that donors can post on their blogs or other websites to express their … Continue reading Develop an in-bound marketing framework using search and social