Which Marketing Strategies Should You be Using?

Buying Funnel

After tackling the Top 3 Areas to Watch When Measuring Overall Performance, it’s important to know which marketing strategies to implement. This will depend on which area needs the most attention. Keep in mind that some strategies do not provide immediate gratification and can take six months to a year before translating into growth numbers, so managing expectations is critical..

Participation

This is the most common area of focus. Especially during challenging times, you may experience a drop in membership, clients, etc. When launching a new company, vertices, service or product, your attention will likely be in this area as well.  

Channels to use:

  • Social
  • Paid social
  • SEO/SEM
  • Direct mail
  • Remarketing
  • Display
Penetration / Usage

Since this group of people have already said yes once, they are more likely to consider other offers or appeals. Consistency and relevance is key. Be clear about why they should do more and that you’re already aware of their level of involvement with you. This is really important folks. We’ve all received an email from a company where it’s clear that they don’t know you’re already involved so you wonder, “you don’t even know who I am and you’re asking me for more?”. Referral programs can work very well IF you’ve communicated and asked about their experience along the way.

Since the pandemic started, nonprofit donors appear to have continued their support but may have dropped their donation amount. A great way to adjust to this trend is to focus on monthly donations, even if at a smaller amount. This maintains a solid foundation to build on. Sometimes a personal phone call is critical to those who are giving less or drop from your donor list altogether. 

Channels to use:

  • Social
  • Paid Social
  • SEO/SEM
  • Email
  • Remarketing
  • Content Marketing
  • Phone calls 
Retention

If you’ve managed the other areas well, the people in this group should be your lowest hanging fruit. What you don’t want to do is make them feel like you just want to keep getting their money. Stay in communication by letting them know what’s new and how their money is being used. When they are about 3 month out from the renewal date, end of the year, etc., send surveys to ask for their feedback about what would improve their experience, if they would refer you to others and if they need anything else from you. If you receive any particularly positive or negative feedback, pick up the phone. Make the call about them, not what you want, and you might be surprised by what comes out of it.

Channels to use:

  • Social
  • Paid Social
  • SEO/SEM
  • Email (surveys and/or renewal reminders)
  • Content Marketing
  • Direct mail
  • Phone calls

Digital channels provide the most immediate action and impact on overall performance, due to the plethora of devices we’re using on a consistent (or for some, constant) basis. Digital channels are also the easiest to implement and track. The chart above organizes the funnel stages (Awareness, Interest, Action, Loyalty) into the channels and strategies used for optimal success. 

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