How Tofte Lake Center, a very hands-on nonprofit creative retreat in Ely, Minn., builds community online
Case Study: How a health agency in Brockton, MA., created a new web manager role - and increased engagement
How many times have you been in a restaurant or bar with a TV in one corner that keeps snagging your eye? It’s a human response to follow movement, and video is a proven attention-getter. If you want to call attention to something on your website, you can apply the same techniques through video. Thanks to services like YouTube and Vimeo, it’s pretty easy too. Think of who your visitors are and create a simple video that appeals to them in just 30 seconds or a minute in length. See how traffic changes on your website before and after you add a video.
You’d never throw a party without sending invitations. Who wants to sit alone with four dozen spinach triangles and a couple cases of beer? (If you just answered, “I do!” then you might want to get out a little.) That’s effectively what you’re doing if you’re like one of the many people I talk who aim to have an “interactive” website but don’t kick-start the festivities. They expect people to start participating, yet they don’t tell anyone what’s happening or make it a destination worth visiting.
Simply launching a website is a success in itself, but how do you know if it’s hitting the mark with your audience? It’s a crucial question to ask so you know that the time, effort and money you put into your investment is paying off. The key is to set goals before you even begin on your website project, and then break those goals into measures of success. For instance, your goal may be to transmit your message to more teens. Ways you can measure the success of that goal might be:
- More registrations from people aged 13-18
Innovation is one of the first things on the chopping block during tough financial times. Understandable, especially if organizations are being asked to fund something that's risky. But innovation has a partner up there with its neck also extended, which is marketing, I'm very sorry to note.