We say it all the time: Authenticity is key to creating an engaging audience experience. However, some organizations can’t allow audiences an up-close-and-personal look — especially nonprofits, healthcare, and government agencies. How do you create great content when external forces prevent you from sharing your success stories? At Found Conference, we talk about building authenticity in red-taped industries.
One brand’s success story with creating
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Michael Sanders, one of our Found speakers, serves as Associate Director of Marketing and Communications with the National Telecommuting Institute (NTI), a non-profit focused on placing people with disabilities in work-from-home call center jobs. Before he began building a new marketing department for NTI, the non-profit primarily reached its donors and clients through word of mouth — and one well-loved YouTube clip from the early 2000s.
When television was still a prime source of information for most people, NTI was featured on the Today Show, which shared a fantastic overview of its services. However, nearly 20 years later, NTI had lost its status as a household name — and it struggled to meet its mission of registering new clients. NTI recruited an entirely new marketing team to focus on client outreach, with Michael at the helm. With the inspiring mission of helping people with disabilities find gainful employment, NTI’s marketers hoped to build the voice of that work into branded content.
The new marketing team quickly found
roadblocks to sharing the stories of its clients and the employers with whom they matched those clients. Employers that partnered with NTI for staffing often held non-disclosure agreements and could not or would not give testimonials regarding their experiences — so testimonials from big-name employing partners weren’t a possibility. And, rules surrounding the use of clients’ personal information barred interviews with NTI’s existing clients.
Without being able to share the stories of clients or employers — the two groups that NTI serves — Michael says that building authenticity was a daunting task. Eventually, the team turned to a mix of content marketing, the use of influencers, and traditional mediums to become a voice in the disability advocacy space — even without sharing information on NTI’s own clients.
Based in the Boston area, Michael began with regional connections. His team made contact with sports, radio, and television personalities who had connections to people with disabilities, and asked them to perform public service announcements on behalf of NTI. By asking for assistance with voice acting, NTI was able to build name recognition in its local community.
On social media
NTI used its channels to leverage awareness days and current events to engage people on causes related to disability rights. Using Facebook and Twitter, NTI covered current events as they related to people with disabilities, providing shareable information on such national events as the Paralympics and important dates for the civil rights of people with disabilities.
NTI’s marketing team created a cohesive branding strategy focused on a hopeful message and, as Michael says, “no awareness ribbons and no stock photos.” By speaking to the real stories of people with disabilities, instead of backing into generic phrases, Michael’s team was able to use the language of disability advocates.
NTI partnered with other nonprofits with similar goals. By placing content in partners’ newsletters, appearing on resource pages run by other disability advocates, and partnering for events, NTI improved search engine optimization and built authority — not to mention name-recognition.
NTI at Home
NTI’s marketing group increased brand recognition by partnering with related agencies and positioning NTI as a knowledge resource.
Michael says that this cross-channel, holistic approach led to a great deal of earned media — which, given the organization’s small marketing budget, was a huge benefit. As NTI positioned itself as an authority on telecommuting for people with disabilities, it became a go-to source on the topic. This grassroots approach led to more awareness of NTI’s brand, which led to interviews with local news media and podcasts. That exposure increased awareness brought a new cross-brand audience, and earned the attention of major brands like Coca-Cola and Microsoft as those brands sought to share the stories of people with disabilities and organizations for people with disabilities.
Red-taped industries aren’t limited to social services or healthcare. For example, certain laws bar marketing alcohol to minors, and Google, Bing and Facebook strictly limit paid advertising for alcoholic products through their platforms. And any business advertising to children under 13 through online channels must comply with the Children’s Online Privacy Protection Act. And, various financial regulations exist for those operating in banking and mortgage m
A good SEO platform
can make a good marketing team great, provided it meets that team’s needs. So, how do you choose from the multiple platforms available on the budget — and survive one or many SEO platform demos? Erin Acheson says that sitting through an SEO platform demo can feel a bit like a roller coaster ride: lightning fast and a bit nauseating.
It can be hard to differentiate between platforms, the agencies behind the platforms, and the reps showcasing those platforms. Don’t lose sight of the priorities and features that make sense for your organization. We’ve talked about the importance of knowing your special file budget for an SEO platform. But, what other features should you look for? And, what should you expect during and after a platform demo?
Technological integration
Maybe you don’t want to log into multiple platforms and export from multiple tabs!
Find out whether the platform integrates Google Search Console and Analytics. Some may be able to integrate Sales Force data, data from your CMI or email marketing platform, and more. The Demand Sphere platform also offers an API that lets you transfer your Demand Sphere data into other platforms.
Technological integrations can help cross-team functionality work better, cut down on reporting time, and bring you multiple insights. With all of your data in one place, you can perform faster, easier side-by-side comparisons.
Consolidation of multiple tools
If you start each day by cracking open multiple tools across multiple tabs, it’s time to ask yourself two questions. First, what do you like and dislike about each of these tools? Secondly, why are you living this way?
Combining multiple tools for daily operations can be. The result of a low budget for those resources, or from not finding a unified platform that covers. All of your needs. You’ll want to consider the man-hour cost of having staff process. Data from multiple places, and consider whether that time could be better allocated. If you’re trying to meet a. Very specific functional need, consider ways in which teams and technologies could be integrated to provide all of the data you want in a single location.
Teams and workflow integration
Do you have lots of people who need to be using this tool. You’ll want to select a tool that works for all of the teams that need to use it. Additionally, consider whether teams can collaborate on collecting data and creating reports. What access should be granted to bj lists external contractors or clients? Do your reports need to be sharable and exportable, or are they simply for internal use?
Scalability
Not only will this tool scale, will it scale effectively for you? If you’re planning to eventually track more sites or more audiences, consider international and local capabilities, too. Do you need a tool working across languages and geographies?
Quality of the reporting suite
Does the reporting suite match your organizational and team goals? Consider both the features of the reports and the quality of the report data. Your dashboard should put all of your most important data in one location. In essence, you want your SEO to know:
What your customers or potential customers are searching for online
How your competition is out- or under-performing you
How traffic moves across organic search, paid ads, email, direct, social, and all of your other channels
Your rank in SERPs for the keywords that matter to you, and which fixes will best impact rank
What types of websites link back to both your website and your competitor’s websites
Which content is winning and losing for you
Before going into the demo, establish what kind of data you need. Do you need to track tons of keywords, or dozens of competitors? How many campaigns do you want tracked? How many locations and sites are you working with? And, what functionality and usability do you need the reporting suite to provide?
So, what’s a demo look like?
Erin says that SEO platform demos are a four-part process. Let’s walk through those pieces:
The discovery call
Here, you’ll explain your goals for an SEO platform, and determine whether the platform may be a good fit for
