Digital Marketing Therapy

Website accessibility is not something we commonly think about, but is really important. It matters because you want your users to have a great experience, search engines care, and it's a legal requirement. So how do you know if your website is accessible? We start to scratch the surface in this episode so you can evaluate your current website and start to make changes.

What you'll learn:

→ why accessibility matters.
→ where to get started.
→ focus on simplicity.
→ paying attention to your multimedia elements.

Want to skip ahead? Here are key takeaways:

[3:37] Two reasons why building an accessible website is important.The first is that when your website is accessible it creates a better user experience for all users. Creating an accessible experience creates loyalty with users.
[7:29] Ditch the overwhelm and tackle this project like you would any problem you're trying to solve at your organization.Start with the goals in mind and the most important thing you need your website to do. Fix that process first and go from there.
[10:04] Simply your designs.If someone has a visual impairment they must use the website from a keyboard only. Ensure they can easily navigate the page and understand the flow of content.
[16:49] Pay special attention to images, audio and video.Ensure all images have alt text so e-readers know what the image is about. Add transcripts to video and audio. If you can, describe things that people might need hep visualizing in your audio or video. And don't upload images with text on them.

Resources

WAVE – Web Accessibility Evalutation Tool
EP 164 | Create a Better User Experience for All with Amber Hinds

Max Ivey

Founder, The Accessibility Advantage

Maxwell, known around the world as The Blind Blogger, is an accessibility and inclusion advisor who emphasizes education, communication, and collaboration over compliance, legal threats, and shame. He works to show people how creating accessible products, services, and content will help grow their businesses. He is a serial online entrepreneur with over 15 years experience who has had to deal with the accessibility or more likely the lack of accessibility on a daily basis. He shares his knowledge through writing, speaking, consulting, and podcasting. If you have any questions, please just ask him.

Learn more at:https://www.theaccessibilityadvantage.com

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Content on your website is how you connect with your visitors. Ensuring they get what the need in the right way takes some finessing. As your organization grows and evolves, your website needs to do the same. With regular updating and reflection it is easy and doesn't take a long time.

What you'll learn:

→ power of relying on your analytics.
→ how to create your sitemap.
→ taking your goals into consideration.
→ how to keep updating your content regularly.

Want to skip ahead? Here are key takeaways:

[2:10] Pay attention to your short term and long term goals.Your website should be a direct reflection of the action you want them to take immediately, and the journey you can take them on over time.
[5:57] What does your data tell you?Where are people leaving your website from? Where are they coming in from? This will show you the content that is resonating the best and the worst with your audience. You can also start to learn how people go through your website journey to understand where there might be gaps in the content on your website.
[10:09] Create your new sitemap.This will help you visualize what the content will look like on each page so you can ensure it matches up with your goals. It will also ensure each page prioritizes the right content.

Resources

EP 174 | How to Track Content for Repurposing Increased Engagement

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Live video is a great way to connect with your audience. It can be done in so many ways from social media to Zoom hangouts. You are only limited by your imagination. Don't be scared by live video. Have fun with it and take in all the things your audience is sharing with you. You can build trust with new audiences and get important information about what your audience cares most about.

What you'll learn:

→ how to get out of your own way.
→ connecting with your existing audience.
→ power of educating and adding value.
→ tips for going live on social media.
→ collaborate for bigger visibility.

Want to skip ahead? Here are key takeaways:

[3:34] Set up monthly or quarterly Zoom hangs.This is an opportunity to build a connection with your donors and community. You can update on your progres and impact as well as share ways they can support your mission. It's also a great opportunity for them to ask questions and meet additional members of your team.
[6:19] Create a webinar series.Educate your audience on the problem you solve and speak to their motivations. How can what you do benefit them! These can be pre-recorded. Pro tip: this is a great list builder because people need to register and give you their email address to get the replay.
[8:54] Go live on social media.This is much more conversational and casual. Set a regular time where you show up and people can expect you, but also go a little off the cuff and bring people along with you as you're doing the work you do.
[12:42] Collaborate with other experts, sponsors, volunteers, etc.They'll share with their audience and it's a great way to get bigger visibility.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

A strong video content strategy starts with getting started! If you want to take your videos to the next level, this is the episode for you. Atiba shares how to get over the hurdle of creating video and how to come up with the right ideas to take your audience on a journey. Regardless of where you are in your video creation strategy, there are tips for you in this episode to keep things moving forward.

What you'll learn:

→ how video helps build trust.
→ why viral videos aren't the goal.
→ paying attention to metrics that matter.
→ ways to set up your calls-to-action.
→ creating content to speak to your donors motivations.
→ Atiba's challenge to you!

Want to skip ahead? Here are key takeaways:

[8:33] It's more about authenticity versus perfection.You aren't producing a movie for the big screen. Your customers want to see you being a human, that's how they connect to you. The only comparison you need to make with your videos is if this video you just published is a little better than the last one you created.
[10:42] We all want to go viral, but they don't necessarily drive more money.Yes, you feel good because you have a lot of views. What's more important is how many people take action on that video. Start with understanding the true size of your audience and the goals for your video.
[16:01] Repurpose and reshare you content.Send the videos out to your email list. Cut it up and share it on your social media channels. Ensure you pay attention to how platforms utilize content and format it for that audience. Share videos you've created in the past again, if they're stil relavent.
[19:31] Take your audience on a journey.There are three categories, why, how, and what. 70% of your videos should be why, 15% how, and 15 % what. Some of these videos should be polarizing. That allows you to help your viewers select if you're the right fit for them or not.
[26:18] Different donors have different motivations, create videos that speak to those.For one campaign, you might create 3-5 videos that talk to different people. They'll connect and align with you and get a quick win for something they care about.
[31:24] Get the first 10 videos out of the way.The first ten videos are going to be the hardes, and the worst, that you create. Get them done and out of the way immediately so you can get into a rhythm and start to feel comfortable.

Atiba de Souza

CEO & Superman, Client Attraction Pros

Atiba de Souza is the Video Content Superman who was killing Search Engine Optimization (SEO) before the term was even invented. Using a unique method of blending storytelling with search keywords for more than 15 years, he has ranked regional and national brands in the US on page 1 of Google. Atiba is an Award Winning marketer who has been featured on many renowned platforms, including Traffic & Conversion Summit, Affiliate Meet Markt, Founders Board, Digital Marketer Blog, Fox, & USA Today. As well as top-tier podcasts like Marketing Ink Podcast by Allie Bloyd, Digital Marketer Podcast, and Chasing Insights by Vince Warnock. When he is not geeking out on the latest SEO principles and AI trends, Atiba is a man of God, husband, father, and IG Food Influencer in the Washington, DC area.

Learn more athttps://clientattractionpros.com/

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Creating video gets easy once you've gotten a little practice.. This happens by repetition. So if you're just getting started, this epiosde is for you. You'll get some do's and don'ts that will help you understand what to focus on and what to let go of. Remember, these are short form video elements so large production and fancy sets ups aren't required here!

What you'll learn:

→ creating a plan.
→ build the right background.
→ create templates to make editing easier.
→ what to edit and what not to.
→ power of batching.
→ why sharing multiple faces is important.

Want to skip ahead? Here are key takeaways:

[2:51] Do have a plan but don't over script.Craft bullets for what you want to accomplish in the video. Understand what you're going to say. Avoid writing out the full script and reading it. You'll tend to sound robotic.
[4:42] Do pay attention to your surroundings, but don't let it stop you from creating a video if the situation is perfect.Lighting can be really important for the user experience. Also pay attention to your background to make sure it's not to busy and overwhelming. Make sure there aren't people in the background that you don't have permission to show. However, if you're in a place that organically feels great to record, especially if you run into a donor or board member, still hit that record button.
[7:38] Create templates for backgrounds but don't make all the videos look the same.By having a variety of templates you can use for the backgrounds of your videos it makes it easy to get things done. That way you're minimizing the amount of work it takes to get that video from recorded to published. Try not to have them all look exactly the same.
[9:27] Do edit, but sparingly.We aren't looking for perfection. Don't feel like you ned to remove the ums and uhs. You are making a personal connection so show that you're human!
[13:15] Batch your content and don't feel like you need to post in real time.You'll want to use multiple faces in your video. Batching allows you to get in front of those key people 1-2 times per month instead of recording right when you need to post. Having content in the bank also removes the stress of feeling like you need to post in real time.
[16:58] Highlight multiple faces of your organization, but don't force people if they aren't comfortable.Have the leaders in your organization share when it is something relevant to their job.
[18:57] Have fun and show your personality and take it slow.You don't need to start publishing a ton of videos all of the sudden. Take it slow, test, and find the flow that works for your organization, team, and budget.

Resources

EP 251 | Coming up with Content Ideas for Short Form Video

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Stories are a great way to connect with your audience. When they are done through video they can be even more impactful! Stories that include other stakeholders, like board members, donors, volunteers, etc, are also fantastic. One thing we don't pay attention to is how we capture those stories, keep them for future use, and ensure you are sharing them ethically.

What you'll learn:

→ the power of stories.
→ value of a story bank.
→ three step process for video.
→ importance of asking the right questions.
→ leading with positivity.
→ what role AI plays in video.

Want to skip ahead? Here are key takeaways:

[3:15] Stories have been a big part of our communication from the beginning of time.It is how we have communicated before there was a written language. How they make us feel is what we remember and what connects us to the brand or organization. It allows people to see themselves as part of your mission.
[8:51] Build a collection of stories.Create a process for how you'll collet, store, and manage consent around your videos. This allows you to be able to pull the right story out for the right donor to connect with their motivations.
[10:14] Three steps to start with video storytelling.Step 1 – start at the end – understand what the goal is and what you hope to accomplish with the content. Step 2 – determine the type of content. Is it a testimonial, is it for an event, do you need it for a grant proposal, etc? Step 3. – refine the call to action.
[13:51] Prep questions for better results.Get specific with the questions you ask. This preps the person to understand what they should be ready for and also helps guide the conversation towards the goals of the video.
[24:19] Lead with positivity.People want to be part of the solution. They want to see the good work you're doing. Focus on the results and impact, instead of the doom and gloom.
[26:56] Use AI tools for video very sparingly.People can see that they are AI and it can feel less personal. Especially when you're utilizing video for big grant proposals or larger sponsor asks. However, using AI to pull content out of your existing videos can be a great way to repurpose and save time.

Resources

Ethical Storytelling Report

Chris Miano

Founder, Memory Fox

Chris Miano, the Founder & CEO of MemoryFox, has made it his mission to elevate the stories of real human beings. He believes that through storytelling with grassroots Community-Generated Content, the world can become a more inclusive and equitable place for everyone.

Chris was born and raised in Buffalo. He spent eight years in the Army traveling around the world and learning about the power of storytelling as a tool to connect with people across many cultures, generations, and socio-economic backgrounds.

Learn more athttps://memoryfox.io

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Short form video is a great way to build connection with new and current audiences. If ideas for the video content is what is holding you back then this episode is perfect for you. It's time to brainstorm some fun ideas. I promise you, once you get started you will find you have more ideas than time to publish them!

What you'll learn:

→ repurposing on multiple channels.
→ creating your core themes.
→ how to start brainstorming ideas.
→ reusing videos you already have.
→ using the time to build your video bank.
→ resist the urge to sell.

Want to skip ahead? Here are key takeaways:

[2:50] Short form video can be used in so many ways.Share it on all the platforms from TikTok to Facebook and Instagram Reels, to YouTube Shorts and beyond. Video can really be used anywhere you're showing up.
[4:10] Come up with core themes.Create two different categories, brand awareness and events/promotions. For brand awareness, create themes you'll use when you aren't in a promotional period. This could include; behind the scenes, impact stories, FAQs, etc. Then brainstorm with your whole team to get specific.
[7:52] Reuse content you already have.This could be videos you've produced for your gala, videos that are already on YouTube, etc. Take snippets out of these videos to share with your audience and drive more traffic back to that content.
[10:12] Stay top of mind with your team.Now that you have your categories, remind your team regularly so they can grab videos while there out in the wild. Get specific with the topics to make it easier for them to remember.
[11:47] Highlight your sponsors and make them the heroes!Have big sponsors at your event? Ask if you can interview them and create short videos you can use to promote the event and give the donor a shoutout.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

Email is a great strategy for any organization. However, if you don't get the messaging right then it misses the mark. Understanding the way you share your organizations impact, through the eyes of your audience, can lead to much better results. Learn how to refine your messaging and increase the engagement from your emails in this episode.

What you'll learn:

→ common mistakes people make with their email.
→ how value in your emails can increase your open rates and engagement.
→ messaging isn't just about emails.
→ how to understand the language your audience uses.
→ resist the urge to sell.

Want to skip ahead? Here are key takeaways:

[5:58] Messaging matters, and most organizations assume what their audience wants to hear.Spoiler alert – they are usually wrong! Its hard to step outside your organization to truly see it from the perspective of your audience. It comes down to understanding the words they use and using them yourselves.
[10:39] When you prioritize adding value in your emails it builds trust.This allows them to understand what is coming and that its about them. It will increase the likelihood they open the next one because they know they aren't being sold to. Then follow your analytics to see what stories and value resonate most with your audience.
[18:26] When you take the time to refine your messaging, it doesn't just affect your emails.It should be utilized in all your communications. This includes your website, social media posts, one-on-one conversations and more!
[19:13] Interview your audience to learn what they think about your organization.This works best with phone interviews so they can be more open and honest. Look at common responses and start to craft your language. Remember that people connect to emotion so really pull out the stuff people are sharing. Resist the jargon.

Resources

[book] Challenger Brand Marketing Book
Ep 221 | Creating a Language Guide
EP 222 |What are you Famous For? with Craig Alexander

John Gumas

Founder, Gumas Advertising

A veteran of the advertising and interactive marketing industry, John foundedGumas Advertising in 1984. Today, the award-winning firm is consistently named as one of the top branding and interactive marketing firms by the California Business Times.

John is recognized as one of the country’s foremost authorities on challenger brand marketing. He is the author of the popular books “Marketing Smart” and “Challenger Brand Marketing” which describe how challenger brands can effectively develop marketing strategies to take on their larger competitors. In addition, John has been an adjunct professor of branding, advertising and interactive marketing, a sought after speaker and a regular columnist for several publications and blogs.

John currently sits on many boards, including the San Francisco Giants, The San Francisco Chamber of Commerce, San Francisco State University Foundation, The Greater San Francisco Advertising Club, The Bay Area Sports Hall of Fame and The Elios Society.

John was recently inducted into the San Francisco State University Hall of Fame, and was Alumnus of the Year. John has also been recognized for his extensive community service and leadership by the U.S. Senate and the San Francisco Giants.Learn more athttps://gumas.com

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours

With a smaller team it can feel hard to know what to prioritize when it comes to marketing. It may feel like you need (or should) do it all. Email is a powerful tool in your marketing toolbox. That doesn't mean you have to do it all at once. Instead, start with the goals and priorities in mind and build over time. Trust me, you'll never regret having an email list of donors and potential donors you can connect with.

What you'll learn:

→ when and how to prioritize email marketing.
→ power of adding value and lead magnets.
→ how often to send emails.
→ ways to repurpose social media in your emails.

Want to skip ahead? Here are key takeaways:

[4:52] It's all about doing what you need to do to raise money.This could be prioritizing personal interactions over digital strategies if that's not your skillset. Then, as your resources expand, so can your marketing strategy. The strategies should focus on acquisition.
[6:08] Encourage people to get on your email list by adding value.This is most commonly created through a lead magnet. It gives them immediate value and also helps you get their information. Don't forget to have a nurture sequence as a follow-up to continue adding value.
[17:04] Send your general newsletters weekly.This keeps you top of mind and allows you to share your mission more often. If you're strugling with what to put in your emails, repurpose the content you already have. Take high performing social media posts and put them in your emails.

Andriy Boychuk

Founder & CEO, Flowium

Learn more at:https://flowium.com

Follow on Instagram@andriyboychuk
Watch on YouTube@Flowium

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours