In this post we are going to take a detailed look at inbound marketing and how this strategy can be used to amplify the success of your nonprofit organization. As discussed in the previous post, inbound marketing is often thought of as a “pull” strategy in that it relies on the skill of your organization to pull people in to your events. It is marketing that focuses on being found by customers rather than the other way around. This is often done by earning attention through the development of fantastic content then amplifying that content though the use of various social media outlets.
The idea is for your message to be positioned in such a way that it literally takes on a life of its own and spreads like wildfire.
Key Forms of Inbound Marketing:
- Search Engine Optimization (SEO)
- Viral Video
- Live Feeds
Now, there are three main components to a successful Inbound Marketing campaign, Content, SEO & Social Media.
The content of your campaign is the foundation of your campaign. It is what draws people to your message and makes them want to become part of your nonprofit fundraising efforts. Optimize your content and you can optimize your results.
Search Engine Optimization
The short definition of SEO is that it is a skillful way of positioning your message so that it is easy for customers to find you. This is done through careful crafting of your web presence and the optimization of incoming links to your nonprofit fundraising events. Doing so will improve your overall search engine ranking, and, therefore, improve the visibility of your special events fundraising efforts.
Social media has many advantages. First, it is free to use, second it is insanely popular, and third it gives you the power to instantly reach endless numbers of people with your nonprofit fundraising efforts. As an added benefit, using social media allows your message to spread in a natural manner, which makes it feel more sincere and more real.
Over the next few posts we are going to take a closer look at nonprofit organizations that have successfully harnessed the power of inbound marketing. We will learn from their success and look at ways to recreate it within your own organization.