At the heart of any marketing campaign is the desire for one of the following outcomes: increased awareness, conversions, or engagement. For any organization, targeting a specific objective is far more practical than pursuing some vague, nebulous idea of what you would like to achieve. Setting a specific objective means being able to measure your success better, and allows you to clarify what is the most effective solution to drive sales.
For a nonprofit organization, creating a clear goal can help you distinguish what to target based on two important factors: time and money. Luckily, for every marketer out there, the digital world offers plenty of solutions for any situation. In this article, we will discuss each goal - awareness, conversions, and engagement - and our recommended methods to achieve them.
Awareness: Brand awareness is the amount your organization is recognized and whether or not customers know of your products. For example, if somebody is looking into buying a cereal and immediately thinks of Kellogg’s, that means that Kellogg’s has successfully established strong brand awareness. Two important times to focus on brand awareness are at the founding of your organization, and during a new product launch. When done effectively, concentrating on brand awareness can bring your brand to the top of someone’s mind when thinking about a certain product or service.
Search Engine Optimization (SEO): SEO can improve your website’s visibility through search engines. Some helpful tips to improve your websites searchability include optimizing your website in the following ways:
- Words: include keywords that a consumer may search for that relate to your organization
- Titles of pages: search engines are better prepared to find relevant websites, if pages are named properly and correspond to what your organization is offering
- Links between websites: establishes credibility for your site
- Words in links: gives a search engine a brief description of what that link offers consumers
- Reputation: create original content
After completing the checklist above, a customer looking for something that relates to your organization should be able to stumble across your site. For instance, if you are a nonprofit in Pittsburgh that focuses on supplying children with educational supplies, you could include the following details:
- Phrases and words that talk about schooling, nonprofits, and the specific location
- Titles including education and nonprofit
- Link(s) to reputable schools that you support and articles about your organization
- Named links that correspond or relate to education and schooling
- Compelling content about your brand that isn’t duplicated on other websites
Conversions: Conversion is the general term for action from a customer. An example of a conversion could be the sale of a specific product, or even simply signing up to receive newsletters. If your organization is looking to drive a certain conversion, formulating a call-to-action strategy is the best method. From a digital standpoint, this can be done through online advertisements or even email marketing.
Digital Advertisements: Digital advertisements can be implemented on any social media network and through search engines. To find more information for a specific platform’s advertising options, check out Conscious Collaborative’s Social Media Series, where we discuss Facebook, Twitter, Youtube, and Instagram. Digital advertisements offer your organization the benefit of selecting a landing page that will bring your customer to the exact online “starting point” you prefer, so they are primed to complete whatever conversion you would like.
Email Marketing: Email marketing is another tool that can drive a certain action. If you are able to deliver your message clearly to consumers, they are more likely to follow through on that specific action. While email marketing is a little trickier than the standard digital advertisements, it can be more effective because consumers are already (in most cases) familiar with your organization and more interested in what you have to offer.
Engagement: A brand’s engagement measures the degree to which customers are interacting with your organization. This can be the number of times your brand is mentioned on a social media account such as Twitter, or the number of likes you’ve gathered on your latest Instagram picture. Increasing engagement creates a stronger relationship between you and your customers and should be an important focus point for your brand.
Social Media Management: Deploying a social media strategy on each platform is important to utilize all aspects of the website. In our Social Media Series, we discuss different marketing opportunities available on Facebook, Twitter, Youtube, and Instagram. Our general advice is to create captivating content on each site to ensure that your viewers would like to share your posts and updates with friends. Not only does this allow your post to be shared with more people from most social media algorithms, but it motivates people to look into your organization more generally - to see the products or services you offer.
If you’re looking to start engaging with social media influencers, or maybe you’re not sure what “influencers” even are, check out last month’s article, “The Power of Influencers.”