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Friday Five 016: Creating a Strong Digital Strategy
3 min to read ✭ Join us in Episode 016 of the Friday Five, as we cover how to create a strong digital strategy, driving traffic to your website, and tracking KPIs.
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: “We could be a lot bigger on digital if we had a solid strategy and more capacity.” – Lauren, Historic London Town and Gardens
Our Solution: It can definitely be difficult to have a strong strategy and the resources needed to excel on the digital front, but it is so important to have your organization’s support to invest time and resources into this. It’s simply where everyone’s attention is at now and where it will be at going forward. Our recommendation is to find somebody to be accountable who is incredibly passionate about digital and willing to fully devote themselves to it. You need someone who doesn’t just see it as work and is ready to dive in headfirst to ultimately drive the success of your nonprofit.
2) Your Biggest Marketing Challenge: “Traffic. ” – Linda, St. Francis House
Our Solution: The number one way for a nonprofit to drive non-branded, consistent, quality site traffic is through the Google Ad Grant. You can get a $10,000 per month with Google Ad Grant and people will go to your site because they searched a term that was aligned with your mission. It can become your top traffic source very quickly and will be an integral part of your marketing mix.
3) Your Biggest Marketing Challenge: “Our biggest challenge will be building a user base of big-hearted and honest people on our social media site. Last night I lost sleep thinking about creating engaging videos to attract them.” – Kiai, Care Association
Our Solution: With your organization being early on in its mission, what’s important is documenting the journey. Document it all, share as much as you can and don’t dwell on what others think. Talk about both the wins and the tribulations. Instead of focusing on producing the perfect video, just keep producing content. Your personal touch is what will make it stand out from the big companies. It’s a long-run game, but will pay dividends in the end.
4) Your Biggest Marketing Challenge: “Tracking KPIs.” – Arturo, Museum of Photographic Arts
Our Solution: It’s definitely important to measure KPIs on the digital front. We love digital because you can track everything. Get your Google Analytics dialed in, use Google Tag Manager and set up conversion goals. Once you do that, you will always have that information at your fingertips so that you can make data-driven decisions. From there, you can launch a Data Studio Report. Google’s Data Studio is a free dashboard filled with metrics that you can track and share with your board in a simple, easy-to-understand format.
5) Your Biggest Marketing Challenge: “Achieving good ROI from social media ads.” – Gareth, Safe Child Thailand
Our Solution: Facebook ads will never ever again be this cheap, so really take advantage of them now. Use the hyper-targeting feature to get your ads in front of the right people and continue to invest in this because your nonprofit can see results, especially during year-end fundraising. Reach out to us if you need more help with this.