Digital marketing is a challenging proposition for charities. It is an essential tool that allows you to communicate Digital Marketing Company Sheffield directly with your target audience in the moments that matter. Websites, social media channels, and email are some online marketing platform that charities can use to raise funds. However, the biggest challenge is that online advertising costs money which is most comparable struggling charity. To raise awareness for their cause without spending money can seem daunting and impossible.
Many NGOs we have worked with in the past have expressed this challenge but showed a desire to reach and convert online audiences. With these challenges in mind, in this blog post, we discuss simple steps to get started with digital marketing for your charity.
In order to make online marketing work for you and translate for donations, you need a plan of action. This is where digital strategy comes into play. Rather than blindly jumping on the social media bandwagon as it seems to be a more popular choice, it would help to have a strong foundation in the first place! This includes knowing and understanding your audience and use these insights to shape your digital marketing efforts.
Understand Your Audience
Knowing your ideal target audience and what action you want them to take is very important and should be the point you started. This will help you create highly targeted campaigns for different audiences personas and help increase the conversion rate for your campaign.
Identify aspirations, motivations, and needs of existing donor which can form the basis for you to chalk out a plan for potential donors content. A very good model to help you make the right messages to different personas is a model see-think-do-treatment. Using this model to update your website with content to inform, guide and persuade people to donate to your cause depends on the stage of their trip.
Using analysis of existing platforms to collect as much information about website visitors. This includes information such as age, gender, location, pages visited, content that is consumed, the action taken on the website, etc. Do not forget to also collect information from social channels and the analysis of their platform if you already have a presence in social media.
Updating Your Website To Meet Your Goals
Once you have identified your ideal target audience, the first step you need to build a website or update an existing one to ensure that your website communicates the message board. You want your website to communicate clearly about you and cause you stand for.
The website should also be optimized for conversion. This means for every user who comes to your site, it should be clear what the final action you want them to take on your site (for example: make a donation). Site navigation and layout should simplify the user journey and help to increase conversions.
Another important aspect of having a website is that it needs to be easily found when someone searches on search engines like Google. This is where SEO or search engine optimization comes in. Many people will search on Google, Bing and other search engines for the same cause or for your brand. Spend time researching the most important keywords and make sure your site has content to cater for the keywords to help you get more people to visit your site from a search engine.
Make sure your site is optimized for mobile. With Google gives more weightage to the site is optimized Digital Marketing Agencies in Sheffield for mobile search, it would be a good idea to check the usability problems of mobile and mobile speed for your website.