How Your Non-Profit Can Design a Social Content Strategy That Converts

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Content is key for non-profits looking to utilize social media. It can be used to get attention, engagement and action between your organization and its target audience on both a local and global scale. It also prepares your readers to respond positively to your conversion optimization tactics that should be employed on your landing page. One important thing to remember is that there is no one definition for ‘content;’ anything from a picture upload to a white paper is content and can be leveraged to your non-profit’s advantage. To cut through the content clutter and capture your readers’ attention, try these tips and tactics for more effective conversion rates.


    1. Analyze your audience

      When creating a leverageable social content strategy, you need to be sure you know your audience and what appeals to them. Even more importantly, you need to know what will trigger emotional appeal for your audience. While promoting and establishing your non-profit is important, your potential donors, volunteers and customers are more likely to continue engaging if they create a more emotion-based bond with your organization. To tap into your target audience, map out their relevant interests. The difficulty of this varies based on how specific your non-profit’s mission and services are, but it is important that it gets done, even if it requires trial and error.

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    1. Data to identify key interests

      While the actual creation of your content should rely more on writing, design and creative content, the strategic elements should always be backed by data. Take advantage of analytics platforms or outsource to a specialized organization to ensure you have the most relevant data possible to properly leverage your digital content marketing. Having access to relevant data is critical; you will need to know which of your posts are most resonating with your followers and which are leading to the highest conversion rates. You can then adjust your strategy accordingly to optimize your potential leveraging capabilities.

      3. Include your organization

      There is a fine balance between not mentioning your non-profit enough and promoting your organization too much within your social media posts. While your main goal in content creation is to engage your audience, another important goal is to develop the relationship between readers and your organization. Use your content to establish consistency within your non-profit. Content should personify your organization to the point where readers think of you when they see something similar to what you might post. There are many ways to include your organization within your content, but the two you should focus on every time is being consistent and intentional. Think about how your organization fits into every piece of content you produce and once you find a that place, maintain it.


      There are endless tools and tactics available for content marketing conversion, but only a few that are successful. Keep these basic, foundation-building tactics in mind when you create a social content strategy and watch your non-profit reap the benefits.



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At TECH IMPACT, we help our non-profit clients with a range of social media and content marketing needs, from our platform integration to content creation, content promotion, search engine marketing, web analytics, website management, social media management, email marketing and more, all for less than the cost of a full time employee through our npSocial services. For more information, click here: http://bit.ly/1CRJjf3

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