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Posts Tagged ‘business marketing’

As the current focus for many NFPs at present is on budgets and figures, it should be noted that marketing for the next financial year will enter heavily into the equation. Did you successfully track your successes during the previous 12 months? Are you aware of which fundraising campaigns brought in the most money? Was there something that just didn’t work for your nonprofit?

Understanding your annual budget looking at both past and future options can be very exciting, but it is not without consequence. Allocate too little in a campaign, and you may fail to execute it appropriately. Allow too much, and you find yourself short in other areas. The decision you make now will determine the outcome 6 or 9 months down the line. So where should you be focusing your efforts to make a real difference without paying through the nose for the privilege?

Content Creation

Your focus should be on content creation with a twist. You want to engage, delight and inform. You want to surprise and inspire. It is no surprise then that storytelling should continue to be a significant aspect of this year’s goal. With the right stories, you can challenge and engage your viewers – this year’s nonprofit conversation needs to be all about you.

Influencer Marketing

Your NFP must source reputable personalities to get behind your brand and spread the word. Influencers are generally people not associated with a business but can promote and endorse and act on a company’s behalf. Influencer marketing takes the focus from more traditional marketing forms involving more of a personal connection to your organisation.

User Generated Content

With so many budding artists and storytellers out there, utilising user generated content is a great way to make yourself heard. Why not run a creative campaign asking for submissions to a competition? You can ask users to film an advertisement or photograph a relevant subject which you can then circulate across all of your social media avenues.

Thought Leaders

Thought leaders are becoming a popular way to market both for-profits and nonprofit organisations. Is there someone in your company that you could promote to this position? As a thought leader, they would need to be very vocal about all things related to your nonprofit, but it can be a very effective form of marketing if done well.

Live Video

We have seen an increase in the use of video for non-profit, but now organisations are beginning to realise the importance of live streaming video. The Motor Neurone Disease Association (MNDA) did a live internet stream of their conference in Australia with great success. They weren’t the first to utilise this technology, and they definitely won’t be the last.

Not all NFPs have huge budgets to compete with others. Many of these ideas can be incorporated into a more restricted budget yet still provide excellent results. What do you plan to add to your marketing budget this year?

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Building a business and making it profitable takes a lot of effort, especially if you have a lot of competition.  You need to find ways to get the word out about your products and services to as many potential clients as you can.

Give yourself the edge over your competitors by harnessing the power of referrals.

The E-Myth Business coach says:

“It is a well-known truism that the best customer is a happy customer.  It follows that the best leads are referrals from happy customers.  Referral leads are almost always the best prospects because a recommendation from one customer to another provides credibility, a positive impression and reduces doubt in the prospect’s mind.  And a bonus for you is that is an incredibly cost-effective means of generating new business.”   

Think about it.

What do you do when you want to find a new restaurant to try?  When you go on a holiday, don’t you ask for advice on things to see and do?

That is the power of referrals in action. 

Spend some time on Twitter or Facebook and read the posts that come through.  You will often see the question go out asking for tips or recommendations and the referrals come flooding back in.  People trust and act on these referrals because they come from people they know or from a source that is not the business itself.

Referrals won’t automatically come to you.  You will need to make them happen.  Do you have a referral system in place?  Create an affiliate program, reward referrals, partner with complementary businesses and refer clients to each other.  Do whatever you can think of but don’t wait for referrals to come to you.  Go out and get them.

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