Our last blog talked about the ways to utilize digital marketing for non-profit organizations. We’re going to talk about strategies and tactics when it comes to your digital marketing.
1. Target audience
Who do you want to see or look for your information? This is one of the most important pieces of your marketing strategy. Think about it – you wouldn’t necessarily have the same exact conversation face to face with volunteers, donors, and those that use your services, right? Each platform can be a different target audience. Once you have decided who you’re going to target, you can determine the best place to reach them and how best you can get your message across.
By thinking of your audience first, the rest of your strategy will fall in line.
1. Define your audience
2. Determine your messaging – What are you going to say to them? What will they be receptive to?
3. Pick your channels/platforms. Decide which ones you want to use to reach them. There are a variety of them including email, social media, Google My Business, Google ads, and content on your website.
2. Audience research
Behind every phone or computer, there is a person. We
believe in getting to know that person before you decide the best way to reach and
talk to them. By conducting audience research, you will begin to identify and
reach your target audience in a more personal and efficient way.
3. Conduct keyword research
This is critical when it comes to your digital marketing plan. It is also the foundation for successful content marketing strategy, paid ads strategy, and more.
You may already know what people are looking for but keyword research tells you how they’re looking for it. What words/terms are they typing to find what they need to find? Incorporating certain keywords into your messaging can help improve your site’s visibility on search engines (like Google). Make sure you’re targeting the right keywords and speaking the same “language” as your target audience at every touchpoint in your digital marketing campaign.
Different Uses for Keyword Research
· Content Marketing – Consider this the “soft sell.” Your content should answer questions and stimulate interest in the services that your non-profit organization offers. Through this, you are creating awareness of the types of services and their benefits to the community. One of our favourite tools for keyword research for content marketing is Answer the Public. This tool lets you know what questions people are asking about a particular topic – questions you may potentially answer with your content. If you’re not sure what content to create with your keywords, Google them. Are other nonprofits ranking for these terms (is their website showing up when you Google these terms)?
· Create more engaging messaging – identify the terms that are driving people to the site. How can these terms create more engaging messaging across your other marketing channels (such as social media, email, and paid ads).
4. Create a content calendar
How do you keep all the research and great information you’ve gathered organized? Create a content calendar. It does not have to a rigid quarter-long, etc calendar. Instead, work backwards from the goals you’ve defined. An example would be you have a fundraising event in 6 months and you want to get 50 RSVPs in 2 months, 75 regular RSVPs in 4 months, and then 150 by the time your event has arrived. You can tailor your content calendar to hit those milestones.
Some of the tools you can use include Google Sheets:
Trello (which is a task/work management platform), and you can also use automated publishing tools for your content like Hootsuite or Buffer. It doesn’t have to be complicated!
5. Analyze and measure your success
Congratulations on executing your digital marketing strategy! However, continuously measuring your success and adjusting your strategy accordingly is just as important. We suggest setting some Key Performance Indicators (KPIs). Here are some examples for non-profit organizations digital marketing strategy:
· Online donation amount
· Website traffic
· Click-through rate
· Marketing spend per conversion
· Online volunteer sign-ups
· Number of social media followers
· Social media impressions, reach, and engagement rates
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