Are you on a path toward creating a marketing plan for your organization? Maybe you're trying to promote a new nonprofit venture you're beginning, or maybe you are launching a new campus of your church. Whatever it is that you're promoting, we want to make sure you are starting on the right foot. While there are countless tactics and ways that you can attempt promotion, you must first have a good grip on four key things to ensure your efforts are effective.
Get better results from your marketing by asking these 4 questions:
- Who is our target audience for this campaign?
Don’t just guess or assume you know. Make sure you understand specifically who you are communicating with.
Start by creating a(n) audience profile(s) or avatar and try to understand as much about your audience as possible.
Who are they?
- i.e. gender, age, stage in life, challenges, aspirations, career
- What problems do they have you are solving? Ask the right questions and do your research.
The best marketing copy is written when you are in tune with the person you are creating the offer for. Put yourself in their shoes and consider what you would want to hear if you were in their position.
Note: Most likely, you will have more than one audience. Be sure to create different messaging/communication for each audience, and target them specifically with those relevant messages (no "blanket" communication).
- What specific problem are we solving with this campaign?
The more specific you can be about what problem you are trying to solve, the more likely people are going take you up on it. Sometimes those specifics come from the geographic area you work in, what demographics you serve, what specific effort you're tackling, etc.
People often believe that being too specific will “leave people out” or reduce their potential reach. But the opposite is true. Speaking too broadly will leave everyone out and leave you in a saturated market with no unique differentiators.
- What is our goal for this campaign?
What are you going for? Brand awareness? Donations? Growth? Different goals need different strategies to get them accomplished.
- If you need more people to discover your organization, focus on a lead generation strategy
- If you want people to buy or take action, create a sales/conversion funnel
- If you want to change perception of your organization, develop a branding/messaging campaign
- If you are starting something new and need credibility and awareness, utilize influencers
- How clear and relevant is our offer?
If your offer or call to action is not appropriate to the relationship with/type of audience you are communicating with, you won’t see results. You must consider where your potential audience is on the engagement cycle and what your offer should be to move them along the cycle.
Audiences fall into 3 main categories
- Cold: People who have never heard of you or your brand
- Warm: People who know something about you but have never engaged, purchased or experience your product or services.
- Hot: People who know and trust your brand and who have engaged, purchased or donated before.
For example, you need to build trust with a cold audience before they are ready to engage is a deeper level with you. You would do this by simply adding value and asking for easy “yes” actions: download, share, like, email address in exchange for something of value (such as a ebook, guide or tool), etc.
Consider the level of commitment each audience is ready for.
If your organization needs help with navigating a unique marketing campaign or you need help understanding your audiences and how to engage them, we're here for you. This can be a tough process for organizations to undergo without a strategic-third party to help, and we'd be honored to talk to you about your options to help you reach your goals and make a bigger impact. Contact us today to chat with a member of our team.