At Transform Consulting Group, we see many organizations launch services and programs in response to an obvious need in the community or a gap to address. Your organization is getting into your work, because you have a passion for a cause. Too often nonprofits spend their time on making their programs and services amazing and not as much time on their marketing efforts.
We don’t expect you to be a marketing genius. We want to equip you with simple tools, so that you can do what you do best and it starts with your marketing.
We launched our Marketing 101 series with 5 Tips for Building Your Brand. In this blog we are focusing on your social media presence and will provide simple tips you can immediately implement with little time, budget or resources.
First, you may be wondering why invest time in social media? Social media is continuing to grow everyday – with over 69% of adults now using some sort of social media platform. It is a simple, low-cost way to promote your organization.
There are numerous social media platforms you can decide to utilize for your nonprofit. We understand your time is limited and recommend choosing 1 or 2 social media platforms to get started. There is no reason to spend time on every available social media site and stretch yourself too thin. By choosing 1 or 2 platforms, you can spend the necessary time making sure your efforts get the biggest bang.
There is a little science to choosing what social media platform to invest in, and it really depends on your audience and message. However, we suggest at least starting with Facebook. Facebook is the largest platform, with over 1 billion users daily. Other options to consider are Twitter, LinkedIn, Pinterest, Instagram, and the list goes on. Regardless of your chosen platform, these best practices can be implemented!
5 Ways to Enhance Your Social Media
Your followers need to hear from you on a consistent basis. Your posting schedule will vary depending on your social media platform. On Facebook, you should post at least one time a day. Twitter operates at a much faster pace and if you truly want your content viewed then you will need to post 3-5 times a day. On sites like LinkedIn, you may find that posting 3-5 times a week is most appropriate for your audience.
This may seem daunting at first which is why we recommend scheduling your posts when possible. On Facebook for example, you can schedule as many posts as you want for free by clicking on the blue box on your wall.
There are also many tools available for scheduling posts on multiple social media sites. We use Hootsuite to schedule posts for Transform Consulting Group.
The hardest thing about posting regularly is coming up with compelling and relevant content! When crafting your content, consider posting the following:
- Articles related to your cause to demonstrate your knowledge on the issue areas you are addressing;
- Event information for upcoming activities within your organization or community;
- Data and statistics that highlight your impact and successes;
- Pictures of your work in action (pending client approval/permission;
- Content shared by partners or other organizations in your network.
Utilize free analytics tools
On most social media platforms, there are built in analytics tools you can use for free. (Facebook calls these tools “Insights” and you’ll find the tab in the top banner. LinkedIn and Twitter have tabs called “Analytics”).
- Reach – This number tells you how many people are viewing your content or page. It also includes people who haven’t “followed” your page, but can see your content.
- Post Engagement – This number shows how often people are “liking” or “sharing” your content. By scrolling to the bottom of the “Insight” page, you can see the engagement on every post and use this information to determine the types of posts your audience is interested in.
- People (found on the left side of the screen, under “Insights”) – This tab shows basic demographic data about the people who “like” your page. Determine the gender, age, and location of your target audience. Are those the same people who are viewing your content? If not, you may need to change up the things you are posting to attract the demographic you want to engage.
- When Your Fans are Online (click on “Insights” and “Posts” on the left side of the screen) – This data will show you what days of the week and time of day your fans are online. This is valuable information as you start scheduling posts. Use this data to determine when you should post to ensure the most eyes see your content.
Photos and videos perform better on all social media platforms. Avoid posts that just include text, but instead upload images or videos that capture your fans’ attention. Always make sure to include a photo when posting links to articles or a page on your website.
Experiment with ads
We have had good luck with Facebook Ads for as little as $10 per post for our client the Indiana Heart Gallery.
The Indiana Heart Gallery has great engagement with followers on social media, but we wanted to target individuals who don’t already know about the Heart Gallery for our major events. The advantage of utilizing ads is that your content will reach people who aren’t already engaged with your page.
Whatever platform you utilize for ads, make sure you are specific about your target audience. Most platforms allow you to choose specific demographics, location, etc. of the people you want to target. Spend time making sure your content is appealing to the same target audience you are targeting with your ad.
Engage with “Fans”
Respond quickly to messages, retweet partners’ post, share content, “like” comments on your wall, etc. The more you engage, the more often your company will pop up in people’s newsfeed!
At TCG, we are passionate about helping you move your mission forward. Are you interested in partnering? Contact us today and learn more!