Today we’re focusing on modern marketing strategies that will set your nonprofit up for success. Maybe you’ve implemented some of these already; maybe you haven’t. It’s our hope that this short list can be used as a starting point for your organization, so that you keep ahead of the curve.
In today’s digital landscape, things are constantly evolving, which means your nonprofit needs to be able to adapt your marketing strategy.
These modern marketing solutions really do work, and we’re excited to share them with you. We’ll explain what they are, how they work, and why you should consider incorporating them into your integrated marketing strategy.
Let’s jump in!
Pixels for social media retargeting
While cookies are on their way out, pixels are still in. It’s important to note that while the two act similarly, they’re not the same thing. According to Digital Culture Network, both pixels and cookies track user behavior, but pixels differ from cookies in that they can track a user across various websites and devices.
In a nutshell, pixels track conversions. They allow you to see if someone on your site made a purchase after clicking through your social ad.
They also let you see if that person clicked through your ad, looked at something on your site, but didn’t make the purchase. This makes them great for social media retargeting!
Pixels also can help you evaluate the effectiveness of your social media ads/campaigns, and can give you better insights into your audience’s behavior. They can show you the type of content your audience engaged with, which will help guide future ads, content creation, and strategy.
The best part about pixels? They’re free!
Most social platforms have their own pixels you can set up for ads, like the Meta Pixel for Facebook and Instagram. So, it’s easy to get started. The return on investment for pixels is high, since there’s no cost to set them up, and you stand to gain a great deal of valuable information about your audience’s behaviors on your website.
If you’re not already taking advantage of this tool, you might want to consider implementing this element into your marketing strategy.
Need help getting pixels set up? Our team can assist!
Automated email workflows
Simply put, automation is the way to go. Not only does automation save time (something nonprofit teams usually don’t have a lot of), but it also creates a seamless user experience and can reduce manual mistakes.
It’s no secret that manual email sends can be taxing on small marketing teams, especially when there are many emails going out each month.
Setting up email automation can alleviate this bottleneck while bolstering your overall marketing strategy. You can set up personalized, custom email workflows for each of your targeted audiences, so they’re happy and you’re not stressed.
That’s what we call a win-win! Remember, work smarter, not harder.
If you’re set up with an all-in-one CRM, you’re probably already taking advantage of automated emails. However, if you don’t have a one-stop-shop CRM, you should make sure you’re always using Google Analytics tracking.
This is a super important feature that will allow you to track email conversions so you know what’s working and what isn’t. It helps to know how your audience is interacting with different mediums and channels, whether it be email, social media, or direct traffic.
This not only helps with reporting, but also with future marketing strategies. Knowing where to invest to get the greatest return can help you save money and time on future projects and increase your conversions.
Need help setting up Google Analytics or tracking for your email campaigns? Perhaps you need some assistance setting up email workflows? We’ve got you covered!
Introducing our most controversial element, but one that should be mentioned nevertheless.
This one will depend on your target audience’s preferences. If your audience will not use them, then this might not be the solution for your business, and that’s okay.
However, if your audience trends younger and is more tech savvy, then you might want to give QR codes a try! They can be a great way to take customers directly to a landing page on your site. And you can embed a UTM URL in the QR code that allows you to track conversions, because the more data you have, the more informed your strategy can be.
While you should still include URL links in printed pieces, QR codes can level up your marketing strategy and allow you to engage with your audience in new ways.
If you need help creating a QR code for your next campaign or event, our expert designers can assist!
Audience-specific landing pages
Custom landing pages for your segmented audiences are also a must! Make sure each audience has their own landing page with content relevant to them. This is one way you create a personalized experience for your site visitors.
Align your social media ads so that they match with your landing page. It’s important that the look and feel be consistent.
Again, we recommend using Google Analytics, or whichever analytics program you prefer, to set up tracking for your landing pages.
While it can be difficult to segment your target audience and can take some time to get it right, once you have a good grasp of your segments, you can create your landing pages with their custom content, run your ads, set up tracking, and let them go.
We just so happen to be pros at creating custom landing pages that drive conversions, so if you’re looking to build one for your next event or capital campaign, we can help!
Easy site navigation and user interface design
Navigation matters. Nobody likes being lost. And nobody enjoys not being able to find what they’re looking for. Frustration doesn’t lead to a good user experience and won’t translate to good reviews or high conversions.
This is why it’s a good idea to really pay attention to your site navigation and user interface design. When you design with your visitors in mind, they’ll appreciate you taking the time to make things easier for them.
Plus, if you’re looking to make sales or get donations, the last thing you want is your visitors getting lost and confused. Strive to organize your site navigation or menu. When you solve navigation issues, you boost conversions, even without paid ads!
Auditing your website can be a good place to start. Navigation and user experience go hand in hand. By making your site easier to navigate, you will improve the overall online experience.
Need help fixing navigation issues on your website? Our team of web designers and digital content experts can help you correct navigation issues to boost conversions and improve your user experience.
Does your marketing strategy need some TLC? Let us help!
Our team of professional marketing strategists are always ready to help with implementing any of the elements above. We have years of experience and will work with you to develop a custom plan that fits your organization’s unique needs.
We hope these recommendations will help you with creating the ultimate integrated marketing strategy for your organization, and if you have any questions or need any assistance, we’re only a call or email away.