Report: Only 8% of brands believe their Marketing team is strong in all digital areas


New research by OMI, in partnership with ClickZ and Kelly Staffing, reveals Fortune 500 companies and global agencies face a serious digital marketing skills shortage.

Surveying 747 brands and agencies, the study found a “substantial gap” between the number of organizations searching for employees with strong digital marketing skills, and the talent available.

While 71 percent of large brand/enterprise organizations believe their digital marketing team is strong in some areas, their employees exhibit mediocrity/weakness in others when importance and strength are analyzed together, with sizable gaps in every area studied.

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Competitive Analysis Checklist: Getting to know your online competitors…and learning how to beat them


As web use continues to grow, more and more online channels are standing out to businesses as new opportunities for customer acquisition. They offer lots of promise and potential, but the market is flooded and it can be hard stand out from your competition.

A simple competitive analysis goes a long way to demonstrating exactly where a particular brand can beat the competition, but many business owners simply don’t know where to start.

With that in mind, we’ve decided to publish the online marketing competitive analysis checklist that we use when weighing up campaign strategy for clients – along with the tools we use to make these assessments:

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My Twitter rant: why not delete inactive accounts?


ADDITION Feb ’12 – due to a lack of response from @willrussell, I changed the handle to @willrussellmktg to move in line with the creation of Will Russell Marketing.

I have a problem – an inquiry, if you like, into the Twitter policy on inactive accounts. If you can shed any light, please do!

My problem goes like this…

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Automate your impact with this simple inbound growth funnel


Inbound growth refers to the use of content and paid campaigns to grow a user base, and driving the users to take action. Part of the same family as growth hacking and inbound marketing, this process uses a couple of specific marketing strategies to push users through a funnel to reach a particular goal.

Once advanced, this process can take place in an almost entirely automated system. You can automate, and therefore scale, your impact. That’s why all brands – nonprofit, for-profit, or somewhere in between – should consider how it can play a role in their marketing efforts.

Here’s the standard marketing process on which inbound growth is built:

Inbound Growth Process

In inbound growth, we prioritize email marketing and retargeting/remarketing (advertising served to people who have already visited your website or are a contact in your database) to build, segment, and message our target audience(s).

Essentially, the goal is to build a community of website visitors and email subscribers, and use email and retargeting/remarketing to convert these prospects. Let’s take a look at a basic funnel:

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About Us


Founded by Will Russell, a passionate marketer in the social impact space, our mission is to help brands use marketing more effectively as a tool for growth, revenue, and recognition.

We’re a group of marketers committed to helping those who help others. We focus on assisting nonprofits, social enterprises, and mission-driven organizations.

Our specialty is in setting up digital marketing systems that provide consistent and growing revenue streams and leads for our clients.

If you’re looking to build a solid marketing foundation, launch explosive marketing campaigns, and take your results to a new level, you’re in the right place.

Will Russell Marketing - Nonprofit and social enterprise marketing

Will Russell, Founder

We all have moments when we step back and think about our lives – our careers, our dreams, and what the future holds. Often, those moments make us want more. More meaning, more impact, more recognition.

In 2014, after six years in the digital marketing and media space, I had one of these moments. I realized I was getting more meaning from my volunteer work than my career. So I considered: how can I combine my passion for helping others with my marketing skills?

That led to Will Russell Marketing. I began as an independent consultant and now work with a group of other incredible consultants from around the world, each with their own marketing talents, to combine our love of marketing with our dreams of changing the world. – Will

We listen carefully, plan thoughtfully, and act creatively to maximize your marketing.

Thanks for stopping by. Interesting in talking more? Reach out to us via the form below, we’d love to show you how we can help.