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Friday Five 012: The Power of Social Advertising
2 min to read ✭ Join us in Episode 012 of the Friday Five, as we cover how to utilize and take advantage of different social advertising platforms.
What is the Friday Five?
Each Friday, we will be answering your most pressing questions from our Digital Marketing for Nonprofits Facebook group. If we don’t cover a challenge that you or your nonprofit colleagues are facing, drop us a comment below or tweet us @CommunityBoost and we’ll add it to the queue.
Let’s dive in!
Nonprofit Marketing Challenges
1) Your Biggest Marketing Challenge: “Promoting the website.” – Sarah, Central Community Church
Our Solution: The best way to improve traffic to your website and get high-quality visitors is by taking advantage of the Google Ad Grant. This is a great resource especially as a nonprofit because you get up to $10,000 of FREE advertising every month. There is a lot of power in how often people are searching for things on the internet and the Google Ad Grant allows you to use ads to drive and increase traffic to your site. There are other paid platforms you can utilize such as paid Google ads, Facebook, and Instagram ads. These platforms allow you to be able to hyper-target different audiences. Read more about Why Your Nonprofit Needs to Be Using Facebook
2) Your Biggest Marketing Challenge: “Getting in front of our followers through Facebook and video.” – Jackie, RETTSyndrom.org
Our Solution: A good place to start is to start running Facebook and Instagram ads. Facebook and Instagram ads are designed to help you achieve different objectives. Whether that is brand awareness, sending traffic to your website, increasing engagement, encouraging app installs or video views. Facebook also has a video ad option which ranges from short mobile video ads up to 240-minute promoted videos designed to be watched on desktop. With so many options, it’s critical to have solid goals and understand who your target market is and where your video will reach them.
3) Your Biggest Marketing Challenge: “I’ve recently been asked to take on some responsibilities with regards to social media and increasing our visibility. I’m new to this and found your Facebook page through the Community Boost website.” – Jonathan, Lake Family Resource Center
Our Solution: There are many ways you can go about increasing your nonprofit’s visibility on social media. If you have good content it is important to post more frequently to make sure your audience is staying engaged. Also the more you post the more impressions you’ll get. You should also cross-promote your content on different social media channels, this allows for more reach and exposure. Add social buttons to the header or footer of your website or even to your email newsletters. Your social media accounts are a great way for your audience to learn about your nonprofit and its mission, so keep them engaged as much as possible.
4) Your Biggest Marketing Challenge: “Organizing strategy throughout the foundation in social advertising.” – Aileen, The Marfan Foundation
Our Solution: Objectives and Key Results (OKR) framework is very helpful when organizing strategy. It’s a way to structure goal setting and quantify achievement within an organization. This will really help your nonprofit align their goals and focus on the big picture when it comes to organizing and implementing a strategy.
When it comes to social advertising, there is so much power in running Facebook and Instagram ads. In order to make sure you are getting the most from these platforms is to really become a practitioner and keep at it. The number one thing to get good at with this platform is the targeting and the ad creative. Once you get those down, you will start to see results.