Nonprofits over the last decade have further shifted their marketing efforts to the online medium. And more specifically, to social media and content marketing. But, a lot of nonprofits have had a difficult optimizing their content marketing efforts, and struggled to see the benefits.
According to a recent study conducted by Blackbaud, only 25% of nonprofits have a defined content marketing strategy, and only 26% of respondents would rate themselves as conducting an effective content marketing strategy.
Luckily for you, Tech Impact is here to clear up any misconceptions you might have about social media marketing, and help your nonprofit better harness the power of content and social media marketing.
Here are 5 facts about content marketing your nonprofit needs to know in order to take its social media marketing campaigns to the next level in 2015.
Email marketing ROI is around 4,300%
Earlier this week we discussed the benefits of email marketing, and strategies for further increasing its effectiveness. And for good reason, too.
According to a recent study conducted by the Direct Marketing Association, email marketing has a 4,300% ROI, which is comparable to direct traffic, CPC, and even organic search traffic.
What’s more, is that according to the graph below, email acquisition rates have effectively quadrupled in recent years. The bottom line is, if your nonprofit isn’t already incorporating email marketing in its content marketing plan, the time to start is now.
YouTube has the highest engagement rate, and the lowest bounce rate
The undisputed king of online engagement is video. According to recent research conducted by Fiverr, video content is up to 4X more engaged, and 52% of consumers say watching product videos makes them confident in spending money online.
Check out these stats by Shareaholic if you’re not convinced:
Average time on site: 227 seconds
Average pages per visit: 2.99
Average bounce rate: 43.19%
The bottom line is, if you’re looking to drive your social engagement stats, and have visual content worth sharing, bolstering your nonprofit’s YouTube presence might be the way to go.
Facebook drives more referrals than any other platform
Despite Facebook’s best efforts to limit the amount of organic reach an organization gets, Facebook continues to drive the best referral numbers of any social network.
While you’ve undoubtedly watched your organic Facebook reach plummet, it is simply not something you should be overly concerned about. Facebook is still driving traffic to your other online assets, be it your other social outlets, your blog, or your website.
Pinterest pins are worth .78 cents each
That picture board that gives me great recipes and craft ideas? The truth is, Pinterest might be the most underutilized social media network (only XX% of nonprofits are currently on Pinterest) among nonprofit organizations is it trails only Facebook in the number of referrals it generates.
That being said, there are a few things you have to understand before jumping on the Pinterest bandwagon:
50% of Pinterest page views happen 3.5 months after the item’s been pinned initially.
50% of the ROI of a pin can happens after 2.5 months after being pinned initially.
Pinterest does have the highest bounce rate of any social media network, sitting at 53%.
65% of Twitter users expect a response in under 2 hours
If your nonprofit thinks it’s a great idea to engage every donor, volunteer, or constituents who tweets at your nonprofit on social media, consider this:
65% of Twitter users expect some kind of response within 2 hours of tweeting @ someone.
While it sounds like a great idea, and an easy way to increase engagement on the most popular social media network on the planet, you might be doing more harm than good if your Twitter manager is not able to keep up with the deluge of tweets