4 Words Nonprofits Need to Associate with Inbound Marketing
Inbound Marketing isn’t just for B2B and B2C companies anymore as nonprofit organizations begin to implement the successful marketing method of attracting, connecting, and engaging with their supporters, volunteers, donors, and advocates.
Nonprofits may face a myriad of challenges when it comes to marketing initiatives: lack of budget, lack of resources, and lack of content to name a few. If nonprofit marketers are considering taking the inbound approach but need a little more convincing, here are 4 words that they should associate with inbound marketing.
For inbound marketing to work, your organization needs to be focused on creating and sharing content consistently. Most importantly, this content needs to add value to your supporters on the other end. Advantage – nonprofit.
Nonprofit mission and values statements are full of meaningful content and at their core are working to spark assistance, awareness, or action for a particular cause. Leverage this inherent value that your NPO possesses and tell a…
Allow your audience to access your value through storytelling. Look for the story everywhere: in individual donors, in campaigns, in events, in your local news. Ask yourself: How can my mission be told in a story?
Learn from NPO inbound experts charity : water. The first call to action you see on their site, See the Story, immediately grabs your attention and the copy instructs you to not only watch it but invites you to be a part of it.
People respond to stories. Stories have the power to inspire us, to motivate us, to stir an honest emotional response in us and spring us into action. To get you started here are 22 rules for phenomenal storytelling, posted by the NonProfit Marketing Blog. (Hint – It’s visually appealing!)
Don’t miss out on the opportunity to tell your compelling story to foster…
The nuts and bolts of this whole operation. If your content isn’t engaging your audience, what is it doing? Be sure to outline what your inbound goals are and how you can achieve them. Here are some ideas on engagement:
· Engage frequently – it doesn’t need to be every day but your posts need to be consistent. Your audience needs to know when to expect communication from you whether it’s a weekly or monthly newsletter or daily tweet. Your consistency is your secret sauce.
· Engage openly – inbound gives you the opportunity to be transparent in your communication. Leverage this opportunity! Engage your audience with meaningful messages – convey your value through your story.
· Engage personally – Research and understand who you’re trying to reach and personalize your content so that people won’t think twice about opening your e-mail or “liking” your post.
People are 44% more likely to engage with content on social media that contains pictures. Use visual images, personal photographs, infographics and relevant stock photos to help you tell your story and drive engagement.
NPO’s have another advantage when it comes to visuals in the form of depicting day-to-day operations. Unicef USA uses instagram to illustrate everything from internal planning to advocacy campaigns to women running a marathon in support.
If you’re strapped for design resources whip out that smart phone and take images of your organizations daily activities- brainstorming meetings, events, team members stuffing envelopes. Give people visual proof of what you are doing.
Replacing your current marketing strategy with inbound marketing may take require some adjustments, however it poses a real opportunity for nonprofits to differentiate themselves from chaotic content and truly connect with their audience in a meaningful way.