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Social media is a critical component to any modern marketing strategy for both brick-and-mortar and ecommerce businesses.
New social media platforms are emerging to capitalize in changes in user demographics and needs.
Depending on your demographic and marketing goals, these new platforms may be your best bet for gaining a substantial following: TikTok, Clubhouse, and Caffeine.
A complete social media marketing strategy does not need to include all platforms! We can help you choose your social stack strategically.
Catching your customers’ eye and selling your product used to mean showing up in the magazines and newspapers they read or putting a billboard along the streets they traveled. In the 21st century, much of our day-to-day news and interaction has moved online, particularly to social media, giving marketers another platform on which to sell. More recently, within the last few years, social media has seen an exponential increase in users.
Keeping up with social media is key to staying relevant. When we talk about social media marketing, we’re often referring to the Big 4: Twitter, Facebook, LinkedIn, and Instagram. But the tides are shifting, especially with younger demographics. If you’re selling to Gen Z, Millenials, or the cuspers in between known as Zillenials, it may be time to ride the wave of these emerging platforms.
With over 1 billion average monthly users, TikTok has quickly come to the forefront of social media. On the app, users make videos displaying jokes, talents, and all sorts of different content with the intent to gain exposure and likes. This brand-friendly platform makes reaching your audience easy and cost-effective. Creating videos and having genuine interactions with other users’ content can expand reach, no ad spend necessary! The nature of TikTok videos allows marketers to use creative and fun advertising rather than professional or invasive advertising, drawing the attention and favor of the younger generations. This favor of the younger generations is key to succeeding on Tiktok as almost all of its users are of the Millennial and Gen-z generations (almost 70% of users are under the age of 40).
Tiktok users by age:
One brand that has “blown up” on Tiktok recently is Adult Swim, a TV network that started their own challenge prompting thousands of users to get creative and create videos promoting the brand. Here is one example that puts this strategy into action.
Still not sold on TikTok marketing?
The platform Clubhouse is brand new, still only available in beta and by invitation only, but it has already caused quite a stir in the online social community. Clubhouse is known to be everything that social media is not: It is a synchronous audio connectivity site gaining favor with the Under-30 audience.
Hubspot describes it as “not quite a podcast, but a more personal way to share information with your audience who can talk back to you in real-time.” How Clubhouse can best be utilized by brands is yet to be determined as it is not yet released to the public, but if you are a brand that has received an invitation and are unsure of how to use it, consider:
- Hosting an informal focus group
- Starting a conversation about a blog, article, or post your company has published
- Contributing to a conversation being hosted by a thought leader in your industry
Caffeine.tv is a social platform built by ex-Apple designers that allows users to create live broadcasts for friends and followers. These streams can also be watched live while playing video games, making it a competitor to the popular game streaming service, Twitch. The video nature of the app makes it useful to a wide variety of industries. Caffeine’s early success demonstrates the popularity of live video and video platforms among younger audiences, especially Gen-Z. If the app continues to gain popularity, marketers might consider using it to show off their brand through:
- Behind-the-scenes content
- Live videos
- Partnerships with popular streamers & creators
Still have questions or want some extra knowledge before diving into the world of social media marketing? Keep in mind that as a business, not every platform will be a perfect fit for you. Work with an expert to plan the most effective social media strategy and meet your customers where they are! Plus, here are some on-demand trainings to improve your content at your own pace:
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Nonprofits have much to gain from implementing an effective digital marketing strategy, including an increase in exposure, funds, donors, and volunteers.
Empathy and transparency are the focus of nonprofit marketing in 2021.
Nonprofit businesses should be especially focused on appealing to members of Gen Z, who influence $333 billion in annual household spending, according to MarTech.
There should also be an emphasis on providing virtual events, tours, and meet-and-greets to make up for the lack of in-person networking and volunteering opportunities.
Marketing has a reputation for generating the conversions for-profit businesses crave— but spreading the word about your organization’s cause is just as critical. Nonprofit businesses can experience tremendous value from the funds, traffic, and awareness brought forth by a solid digital marketing strategy, but perhaps the most crucial advantage of nonprofit marketing is its ability to offer empathy and transparency to its supporters and communities amidst confusing and unprecedented times.
Given the events of this past year, inbound marketing is an excellent way for nonprofit businesses to recruit new supporters, connect with important contributors, engage with constituents, and inspire communities. Here are a few ways nonprofit businesses can benefit from implementing an effective digital marketing strategy:
1. Nonprofit marketing boosts brand awareness and visibility.
Your nonprofit is a brand. As such, you should be using marketing to raise brand awareness (aka brand visibility) and get the word out about your organization and its overall cause. A major focus for nonprofit marketing in 2021 is the concept of 1:1 personalization, or experiences that make your audience feel like you’re speaking directly to them. Nonprofits can achieve 1:1 personalization through marketing tactics like personalized email campaigns that connect with supporters based on their individual interests, among a host of other strategies and tactics. Read 3 Ways to Boost Brand Visibility to learn more.
2. Nonprofit marketing increases funds.
Nonprofit fundraising and nonprofit marketing are one and the same. The more individuals who are aware of your organization, the more funding you are likely to secure.
3. Nonprofit marketing drives donor memberships and recurring donations.
Donation memberships and monthly giving programs drive automated donations. In fact, the average monthly online donation is $52 ($624 per year) compared to the average one-time gift of $128, according to HubSpot. If your nonprofit is not currently offering a monthly membership option for donors, it most certainly should; especially considering the eldest members of the most socially conscious generation at present, Gen Z, are currently approaching their mid-twenties and looking for meaningful causes to rally around. Considering Gen Z’ers indirectly influence $333 billion in annual household spending, gearing your nonprofit marketing efforts towards this age group makes sense. Nonprofits must realize that members of Gen Z respond best to succinct, easily accessible content tailored to the digital channels they know and love, so it’s best to ensure online messaging is optimized for this age group.
4. Nonprofit marketing drafts volunteers.
Marketing your nonprofit organization can assist in bringing in new volunteers—something that’s become incredibly difficult since the start of the COVID-19 pandemic. The deficit of in-person volunteering opportunities has shifted many nonprofits’ focus toward virtual marketing, with offerings like digital tours of your physical spaces, online events, virtual meet-and-greets, and a marketing plan that engages your audience on their digital devices.
5. Nonprofit marketing promotes your offerings
Increasing organizational awareness, volunteers, and funding enables you to dedicate more resources to your cause, ultimately impacting the level of change you desire to inspire in a positive way.
Marketing Tools & Opportunities for Nonprofits
There are a plethora of marketing tools and strategies formulated specifically for nonprofit organizations, including email, video, content, and event marketing, as well as social media, public speaking, and website tools and strategies. You can access some of these complements of HubSpot here.
Google’s Advantages for Non-Profits
Google offers a ton of marketing advantages to nonprofits businesses that can help further their goals, increase contributions, recruit volunteers, and expand as an organization. Discover how your nonprofit organization can improve collaboration, productivity, and efficiency with Google Workspace for Nonprofits and Google Ad Grants.
Get Expert Assistance Marketing Your Non-Profit!
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