Why Your Nonprofit Needs a Digital Marketing Strategy
January 12, 2023
You can promote your cause and organization using all sorts of marketing channels, but you won’t be effective if you can’t deliver the right message to your target audience. Digital marketing can help you raise awareness and funds by getting your message to the right people.
What is Digital Marketing?
Digital marketers use online tools and strategies to increase web traffic, encourage sales and interactions and monitor user activity. Social media marketing, content marketing, pay-per-click ((PPC) advertising, search engine optimization (SEO) and email marketing are all forms of digital marketing.
Drive Traffic to Your Website
A user-friendly website is the most important element of a digital marketing strategy. It serves as a hub, the comprehensive source of information about your nonprofit and primary donation point. Other digital marketing efforts are typically designed to push visitors to your website. The public should be able to reach your website from anywhere at any time.
Encourage Donor Engagement
The goal of social media marketing is to direct audience interaction. Posting information on your social platforms lets users share your content and, in turn, raise awareness about your organization and its mission.
Email marketing delivers personalized information about your nonprofit right to a person’s inbox. It’s a type of communication that can be segmented based on demographics, so the most important information is sent to your target audience. Emails usually include a call-to-action that encourages recipients to visit your website or donate.
SEO and PPC for Nonprofits
Keyword research involves evaluating the terms your target audience uses to find services related to your nonprofit. Search engine optimization incorporates those relevant keywords in your web content to increase your site’s ranking on a search engine results page (SERP).
Pay-per-click is a form of advertising designed to drive visitors to your website. It’s an effective method of attracting online users that doesn’t require a significant financial investment. Google Grants offers up to $10,000 in monthly spend for qualifying nonprofits to fund their PPC campaigns.
Establish Website Authority
Creating quality content will increase your website authority, which search engines use to determine your SERP ranking. The better your website authority, the more likely visitors will see your site toward the top of their results page. A blog that’s consistently updated with relevant content can establish your nonprofit’s website authority. By establishing your organization’s reputation as a leading force for your cause, you’ll also improve your chances of receiving backlinks from other websites.
Use Retargeting Ads
This type of digital ad is sent to individuals who have already visited your website. It’s digital marketing that redirects users to your site to complete an action. Retargeting ads can be triggered by visiting a certain webpage, signing up for an email newsletter or submitting a contact form.
MadAveCollective offers marketing services to boost your nonprofit’s online presence and increase awareness for your cause. Send us an email or call 419-725-6500 if you’re interested in scheduling a meeting.