Below are 7 ways to ensure your website is ready for the "after school care" peak season:
1. Check your ranking in Google for "After School Care" or "After School Care Programs" without using quotes or a geographic modifier (e.g. "after school care <yourcityname>") in the search. Organic search is the most effective and least expensive channel to drive visits to your website. If your ranking is not high, you will need to consider a paid Adwords campaign and/or targeted facebook campaigns to ensure you are top of mind with local Moms.
Are your After School Care program pages updated & ready? Compared to 2013, it looks like searches for "After School Care" may be slightly up this year as you can see (2014 is the red line) from the Google Trends graph below:
Are you managing your YMCA or JCC marketing budget using pre-allocated and fixed silos (TV, radio, print, digital, direct mail, etc) or are you moving your budget as needed across channels throughout the year to take advantage of opportunities and maximizing your return on investment?
With a primary marketing focus of increasing program and membership revenue, you can drive significant growth for your YMCA or JCC, enhance awareness of the cause and enhance the communities in which you operate. But, if you do not create surplus (the non-profit word for "profit"), the effect and impacts of your movement in your communities can decline over time.
That said, consider that an additional key focus for your YMCA or JCC marketing strategy in 2014 and beyond should be on surplus-driven marketing.
Facebook recently released remarketing & retargeting similar to Google AdWords Remarketing.
What does this mean for your Y or J?
When people visit your website, they are added to an audience in your facebook advertising account which enables you to set up campaigns and display ads to them immediately or sometime in the future (up to 180 days). You can also set up audiences for people who visit specific pages on your site.
How does it work?
Using your facebook advertising account, go to the AUDIENCES section and click CREATE AUDIENCE, then set up a custom audience using your website. Facebook will provide you with a code snippet to place on your site. Once the code is placed on your site, your audience starts to grow immediately! Once your audience reaches at least 20 people, you can start running campaigns.
Even if you don't have campaigns ready to run today, it is never too early to begin. Start building your audience(s) now so you can use them in the future!
Note that facebook also supports the upload of email addresses and phone numbers to create audiences for remarketing. Potential uses include promotion to existing members, former members or people who have requested guest passes.
At Level Seven, we set up Google Remarketing audiences and facebook remarketing audiences for Ys and Js every day. We would love to help your YMCA or JCC set up facebook remarketing today - let's get started!
Contact us at 512-537-8421 or visit our site at www.level7.io and contact us.
Level Seven provides a trusted, cloud-based digital marketing services platform that significantly enhances membership and revenue growth enabling nonprofits and charities to focus on strengthening communities & making the world a better place.