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Search engine optimization for websites and blogs is more science and art — and more time-consuming than the experts make it sound. You have to be proactive about your web visibility in every way, not simply keywords and title tags in web and blog content.

Here are a couple of articles from Search Engine Watch experts that will help strengthen your SEO — submitting websites and blogs to “must-have” directories related to your business and optimizing your site content once they’ve landed on your pages.

And if you decide that hiring an SEO specialty firm is the best course of action, these pointers — including the reader comments at the end — are useful for guiding your “search.”

Daria Steigman’s “Independent Thinking” article about the “Small Business Edge” in this economy is well worth a read from the International Association of Business Communicators. Spelling out the advantages that solopreneuers and small businesses have in this economy, it’s a timely companion to our Center for Volunteer and Nonprofit Leadership brownbag discussion yesterday.

“Marketing Your Consulting Business” was a hot topic at the discussion I facilitated today at the Center for Volunteer and Nonprofit Leadership of Marin County. As a marketing consultant working with nonprofits and small and emerging businesses, I find that it’s a smart idea for nonprofit consultants to put the notion of “business” before “nonprofit” in their own positioning. That doesn’t always happen among experts passionate about service to others.

Using the fundamentals that I put before a Vistage International small business group a few weeks ago, I framed the discussion with this big picture strategy — “begin with the end in mind: where do you want to be in 1, 5, 10 years?” A few themes really resonated among the independent consultants, who included specialists in strategic planning, human resources, organizational development, facilitation, fundraising, board development, fundraising communications, grantwriting and leadership development as well as interim executive directors. Chief among them were these: (1) the bottom has not dropped out of the nonprofit market but it’s more essential than ever to leverage one’s niche expertise and (2) consultants with experience can help potential clients understand that skilled consultants are solutions, not problems, in today’s topsy-turvy economy.

The following Small Business Marketing Checklist that I typically use launched a lively discussion:

ü  Develop a plan that answers these questions:

§  Who are my buyers?

§  How do I reach them?

§  What are their motivations? 

§  What problems can I help them solve?

§  What content will compel them to purchase what I have to offer?

ü  Use your website or blog as the foundation of your marketing outreach:

§  A blog is easier, faster, cheaper and more search-engine friendly.

§  “About Us” is one of most important jobs of a business website or blog – explaining your purpose, introducing you to those who don’t know you and providing credibility.

ü  Choose your social media wisely and stick with what works for your niche, style, schedule, interests and business goals:

§  Research where your customers “live” and be visible where they congregate online.

ü  Create a  45-second elevator speech (and practice saying it) as your summary “mantra” that answers these questions in one sentence each. It should stress the benefits of working with you:

§  Name of business and focus

§  Description of ideal customers

§  Value-added or distinctive niche

§  Types of services

ü  Network like crazy:

§  Stay in touch with previous as well as current and prospective clients.

§  Join local and online groups to advance your knowledge, contacts and visibility.

§  Form strategic partnerships for projects and/or marketing.

ü  Monitor your competitors. What works for them?

ü  Focus on 2-3 techniques (traditional and new media) and build on them. Know why you are choosing each one and measure its progress. Reassess and recalibrate.

 ü  Recognize that the market for 2009 and beyond has changed and you may need to repackage your services. Be agile, revise your offering without losing your core strengths – and don’t be afraid to try something new!

Mobile technologies are the next-wave tool to create supporter-centric nonprofit organizations — from text messaging across generations from AARP members to youth and the solid 40 percent of US adults who use the mobile Internet. In 30 countries, there are as many mobile phones in use as people — and one-seventh of the world’s population will have a “smart phone” by 2012. So what’s in all this for nonprofits? Plenty, reported a panel moderated by mobile technology pioneer Benjamin Rigby at Fundraising Day 2009 sponsored by the Association of Fundraising Professionals’ Golden Gate Chapter on May 5.

Rigby’s latest venture, The Extraordinaries, delivers on-demand micro-volunteer opportunities to mobile phones.

The Mobile Giving Foundation certifies 501c3 organizations to conduct fundraising via text messaging in $5 and $10 increments. The American Cancer Society (ACS) recently piloted this tool by using announcements at basketball games to encourage audiences to “text to give” for its annual “Relay for Life” fundraiser. Lessons learned? According to Miles Orkin, national director of E-Revenue and Mobile Innovation for the ACS, it’s important integrate mobile giving options with existing campaigns using print and new media.

Cell phone giving in other countries is more active than in the US, so US nonprofits can now help constituents get comfortable with the medium. Mobile phone lists have to be built according to opt-in and non-spam standards just as email lists have been for online fundraising in recent years. The Obama campaign, of course, is the poster child for effectively harnessing mobile technology. According to the panelists, among the ways the campaign collected cell phone numbers was to invite supporters to send in their cell phone numbers to be notified by text message as soon as the Vice Presidential choice was announced. The campaign continued the dialogue through other opt-in messages, then incorporated these numbers into a customer relationship management database. 

There are many ways to build lists, said Matt Wilson, director of partnerships at Mobile Commons, one of the new crop of vendors for mobile advocacy and fundraising. For example, asking people to opt-in via Facebook and other social network sites. Because mobile giving technology is still fairly “byzantine,” however, a vendor can save an organization time and money in the long run, Wilson noted. The Mobile Marketing Association provides standards and best practices.

Leading staff, volunteers and donors through uncharted recession waters requires both new ideas and the tried and true. Here are “10 Mottoes” for campaigns in these challenging times from panelists at the Association of Fundraising Professionals’ Golden Gate Chapter Fundraising Day 2009 on May 4:

1. Affirm the mission — focus the case for support on service to the community.
2. Focus on best friends — keep in touch frequently and let them know how you are responding to the economic climate.
3. Involve donors — don’t stop asking for advice, gifts or connections to others.
4. Communicate the impact of gifts — report impact and momentum.
5. Ask donors to make your oranization a priority — ensure that your organization stays on their list and encourage their current giving levels.
6. Be candid about how your organization is conserving resources — talk positively about adjustments you’re making and eliminate less-productive activities.
7. Be flexible about how donors can give — provide options.
8. Focus volunteers and staff on what you organization CAN DO — cultivate, steward, identify new donors, raise visibility and engage volunteers in outreach.
9. Emphasize the lifetime value of donors — build and maintain relationships for the future.
10. Plan and adjust — be strategic, adjust campaign ending dates if necessary, scale priorities, possibly defer building projects — and stay the course for the long term.

Thanks to the insights of Julie Seewald Bornhoeft, Director of Development and Community Relations, WEAVE of Sacramento, CA; Lori Fogarty, Executive Director, Oakland Museum of California; Charles W. Sizemore, philanthropy consultant, of Palo Alto, CA; and Sandy Drew, Senior Consultant, Marts & Lundy Inc.

According to Sizemore, nonprofits that will best weather the economic downturn will also:

• Invest in keeping their advancement programs whole.
• Be proactive in meeting with current and prospective donors.
• Focus on donor retention in their annual funds.
• Show understanding of donors’ financial circumstances.

And they will help board members to understand the importance of their advocacy by:

• Increasing their annual gifts
• Being active in demonstrating organizational need
• Voting against decreasing the development office budget
• Teaming with leadership (president, executive director, head) and development staff to make calls on prospective donors.

Framing your message. Here’s a thoughtful read with helpful resources – “What Obama’s First 100 Days Can Teach Communicators.”