Digitalization has taken over the whole world these days’ everyone requires digital marketing. All the real estate business, medicals, restaurants and so on everyone are choosing the digital platform. Then why not the Non-Profit Organisation? Yes, you heard it right digital marketing plan or digital marketing strategy for a non-profit organization. In this article, we will provide you nonprofit digital strategy and social media for nonprofits.
The easy way to start your digital marketing is just by having a digital marketing plan. It will help you a lot in making all your work go easy. In this article, we will describe you, in brief, the whole tips, tricks, and tactics about non-profit organization digital marketing plan.
Why do my non-profit organization need a Digital Marketing strategy?
A digital marketing Strategy is not just crucial for the Non-profit organization; it is essential for all those organizations who want to get visible in the Market. Below you can see the Global Digital Population as of October 2018 in Millions.
In the statistics, you can see how many millions of People are investing their time in the different type of Online media. This thing makes it very essential for the organizations to be alert and start adapting the Digital marketing strategies.
This gives a big vision and exposure to your organization and people will be able to recognize you quickly in the market. For the Non Profit organizations having a good digital marketing plan will help them reach the required audience and gather good funds for the development of the organization.
Now you must be thinking why digital marketing strategy making is so important? You can create a website, add a few blogs, make a social media page and send subscription emails to a few users and done. This not at all done this is the most passive and no use method of digital marketing. Like all the blogs you wrote, the page you made will get vanished in the Million blogs and pages present in Online media.
For the Non-profit organization, the most number of the audience comes from the organic search and then from social media, through referral, email marketing and so on. However, in Social media most the people check Facebook pages and the contact. This clearly shows the need for digital marketing and digital marketing strategy for any Nonprofit organization.
NON-PROFIT DIGITAL MARKETING PLAN
This includes five critical steps that need to be accomplished while you are going for Non-Profit Digital marketing planning.
- Digital Marketing Plan.
- Content marketing strategy.
- Social Media for Non-Profits.
- Promotions in digital media.
- SEO for Non-profit organization.
Digital Marketing Plan
Making a perfect digital marketing strategy and the following every tactic is the best thing you ever can do. These things are very crucial that must accomplish while going for marketing. Here you will find various steps that will help you in generating a Good Digital Marketing Plan.
Know your Goal
Before directly jumping into the marketing strategies always do background research and know what is your goal! If you have an aim, then you will automatically start working towards it with double speed. Eventually, you should pop up with some questions such as:
- What does the Organization want you to achieve?
- What is your primary marketing strategy?
- Who are the competitors and what are their favorite tactics?
- What are the demographics you are concentrating?
Some of the organization even want the best tactics for the Online FUndraising programs, which will help in the Goodwill of the charities or non-profit organizations.
The simple way to drag the attention of the viewers in the Fundraising program is just by doing the campaigns beyond the expectation. Grabbing attention can be done quickly using Social Media. Twitter is the best place you can see instant results with a lot of new subscribers. Targetting Twitter should be first in your checklist.
Then comes Link Building, this is very important for any organization to make their presence felt from different places. It is one of the top 3 ranking factors of Google Search Engine that you should have in the background search.
These are the few things which you should for sure take into account while going to plan a digital marketing strategy for the Non-profit-organization.
Set Expectation to meet success
According to your capabilities set all the expectation related to the campaign. Go graphical and set all the hope for your drive, while once it is over then go on for the next. Similarly, train your brain to take up challenges on a regular basis.
While we were following the facts and features, we found out that just 5.9% of the newly published pages will rank in the Top 10 list by Google Search engine in a year. You can see the related results regarding your pages that are visible in 12-18 months. This is how you have to fine tune the whole digital marketing plan.
You have measured and estimate a lot of things; the measurements should be revenue focused on generating the desired outcome. On the contrary, it should also be taken care that “how people behave when they here about your brand?”.
A digital marketer should also take care of the things such as CPC or Cost per click, Cost per Impression (CPM), Cost per sales, Click Through Rate, Cost per marketing Qualified lead and sales qualified leads, Email Optimization rate, Landing page conversions.
Heat maps, click maps and the session recorders are the things which will give you a briefer idea about how the people are behaving when they come to your website. Eventually, it will show which content is better accepted your user and which is not.
Digging a bit deeper into what the audience is looking for will giving you the best results.
Discover the Insights of your Target Audience
You may have a very well versed and relevant blog with all the facts and statistics, but it will not matter at all if the audience doesn’t want to read it.
The natural and simple way to connect with users is to answer those questions, and the pain points that the users have. By targeting the people’s requirement and setting up a page for it will result in you dragging the attention of a lot of users.
Once you drag the traffic to the page and accomplish their needs, then it will become straightforward for you to use the traffic and gather the donations from them.
The following are some of the audience insights that have to be taken care of:
- Tracking the audience engagements.
- Send Surveys to your visitors.
- We are leveraging the Insights of the Facebook users.
If you follow these three essential steps, it is 100% assured that you will get a genuine and loyal audience who will support you in the initiative.
Establish the Brand name by using Digital Marketing Strategies
Even if you have a full proof digital marketing strategy with all the statistics, marketing goals, insights, and target audiences but getting the results may be ambiguous. According to the facts, we came to know that.
63% of the marketers say a challenging thing is Digital marketing is generating the required traffic. While the majority of the traffic can be generated from the branded keywords.
Remember the KiKi challenge, before 2018 there was not Kiki and no challenge,
But at the start of 2018, there started the kiki challenge which became huge and taken over the whole world. This needs a full planning and a perfect content marketing strategy.
Content marketing strategy
A proper Non-profit digital marketing strategy is incomplete with Content marketing strategy, and it is one of the essential things to build the online brand name. Content marketing strategy aims to inform the people, educate them about the topic and make the leads to customers.
This involves a few critical steps that need to be accomplished to generate the desired results.
STEP-1 Identify the relevant Topic
Knowing what the related topic is and what is trending for which people are looking for, is tough to identify but it is crucial. With the launch of Rankbrain in the year, 2015 Google’s Artificial Intelligence and Machine Learning system now help to process the search. Due to this reason, Search Engine Optimization about the new trends became very tough.
Marketers need to adopt new tips and tricks to overcome this, and the toughest part is it keeps on changing with time. But, the ultimate goal is to establish authority and trust the digital platform which will gradually place your website according to your performance.
The critical thing to keep in mind while writing content is interlinking with the topic because by interlinking you are letting the search engines to crawl your website better. After interconnection, you see an immense boost in your search engine rankings.
STEP-2 Targeting the major content
This can also be said as a cornerstone the content this means the article or the website page which you anyhow want to rank high in the Google Search Engine Ranking Page. In the significant page when you start interlinking to internal blog posts, then you will generate traffic to both the pages.
You can know more about your topic and the relevancy by this Google Tool Data Highlighter which is present in your Google Analytics where you can see the position and the ratings about the page or the blog. Then you can act accordingly.
STEP-3 Discover the Keywords with the rankings
This is one of the essential factors and steps that not only required for content marketing strategies it is even necessary for the search engine optimization. Keywords or the keyphrases are those words which people usually use to search particular things.
Start by analyzing your search rankings with Google search console. Before that, you have to connect the Google search console with Google analytics. From there you can download the full list of all the keywords. After this, you can filter out the top keywords and can plan if you want to add more.
Once you touch the mark of 1000 keywords, then you can filter out 30 to 50 top keywords and can work upon it.
STEP-4 Check the competitor keywords
It is always important to keep a not of what your competitors are up to and how they are up to that level where they are now. Here, is a trick that you can apply to check how you can rank higher than your competitor:
- Check and analyze the backlink profiles and Organic keyword search volume.
- Look for the gaps or the topic left in between so that you can fill it up with unique questions.
- Research their on-page SEO and follow the practices.
- See all those sites where they share their content especially social media.
STEP-5 Keyword Optimization
Last in Content marketing is Keyword Optimization which means every blog post or web page that you write should have the required amount of Keywords. The Keywords should not be stuffed but should be in a decent amount so that you while Google bots are checking then your content will get good Search Engine Rankings.
Social media for Non-profits
The best place to reach a lot of people is through Social Media. Like, everybody, these days are on the social media sites on either way. So, it is always a best and successful idea to target social media and attract the targeted people. First and the foremost thing is to determine what you want to accomplish and have to plan accordingly.
- You can build the page and closed groups so that people get engaged to it.
- Start building the brand name and reputation slowly by gaining people’s trust.
- Recruitment Program.
- Fundraising programs.
Once you reach the target audience and get connected with you can post various ADs and the fundraising programs. However, you can even increase the audience by displaying the charity programs activities and all in your social media sites.
Have the most attractive and interactive ADs and Events tags. At times the check the older programs and try to re-promote it to make it more customized. Then you can follow the digital marketing plan that is above.
Promotions in Digital Media
If you want your website or the page to get into the top of the search results page, then Promotions is essential. Promoting the organizations will bring you more and more audience who will support your initiative. This involves a few critical steps which are below:
- Try to rank on the first page for few of the competitive keywords. This thing will help you a lot because the competitive keyword is a phrase which people search a lot and looking for a lot, due to this you can find a lot of new audiences.
- Write few blog posts for the websites with more than 90+ domain authority. When you write the blog post for the Website which is in the same genre as you do will gain you backlinks and ultimately increase your page visibility.
- Increase your following the social media sites and encourage people to join you. Social media is an ocean here as much deeper you dive that much visibility you gain.
- Build a strong relationship with the top guys in the same field so as you. This will help you a lot in gaining the good relation, and ultimately you can promote yourself in their website and increase their audience as your loyal users.
SEO for Non-Profit Organizations
Search Engine Optimization techniques are the primary thing which will make you visible in the digital platform. All the charitable donors are shifting their preference towards the online platform.
According to the surveys, we found that:
In the year 2018, there was a 12.9% increase in the funds and donations to the Non-profit organizations through the Online media. While because of this 69% of the charitable trusts are turning towards the online platform and accepting the fund from there. 35% of the Non-profits invest more on the social media to advertise their organizations.
As SEO is both Organic and paid both the techniques can be adopted effectively. While Google search engine is just checking the Organic searches on the contrary Facebook is only promoting the PPC ads or the Pay Per Click ads.
While PPC can be a very effective tactic for promoting the brand, but we prefer doing Organic Searches. As Google gives preference to Organic searches more. But, at the end, only those Optimizations work that has a plan and strategized properly.
In the end, we can say these are things which are very important to accomplish, some points may seem to be easy but may not be that much easy. Eventually, it needs a full proof plan with proper tips and tricks to applied at certain times, so that you garner a lot of audience to your website.
We are open for the all the Non-Profit Organization who will want to collaborate with us for the Digital marketing or their organization. We will be happy enough to work with you.
If you have any query and want to contact us, you can email us. We will revert to you as soon as possible.