Want to increase engagement? It begins through selecting the right online marketing tools for your organization. And, this is only accomplished when you know where your audience can be found online.
In other words, creating a Facebook page for your organization does you little good if your target market spends little time on Facebook. Are there benefits to having a Facebook page for your organization? Yes, but it may not be your first priority if you have limited resources and time.
The only way to determine the priorities of your action plan to increase engagement is to truly understand the needs of your audience.
- Know Your Audience
It’s critical to take a good, close look at your audience members and understand where and how they interact online, along with what they’re looking for in order to increase engagement. Your audience wants to know that you understand them and the the services and programs you’re providing are what they’re looking for. In order to gain this insight, take the time to research where your visitors are coming from, where you’re losing potential visitors and how long it takes for your audience members to identify with the organization and community.
- Create Conversation
Your audience wants to feel like you’re truly speaking to them on topics that are close to their heart. In order increase engagement with this audience, we create a conversation with them. This may be one-sided at first, as they get to know the organization. They can determine whether they’d be interested in getting involved. We work toward providing educational and informative information where needed, along with interesting articles. It’s important to keep your audience reading and engaged, even if they’re not quite ready to participate. Providing meaningful content reminds your audience why they want to be part of your community, what your organization has to offer and helps you keep their attention over time. This is often done through email and social media marketing campaigns, which can tell you whether your content is receiving the response and reaction that you’re looking for. Is your outreach effective? Is your audience opening your emails and clicking your links? You can determine the answers to these questions and so much more by looking at your analytical reports.
- Delight Your Donors
There are multiple ways to help your organization stand out:
- Create a unique experience and build the personal level of attention your audience is looking for
- Demonstrate the serious need for your services and life-changing resources you provide
- Show how effective your organization is in a way that is visually and contextually engaging
- Speak to your audience in a relatable way that resonates long after they leave your website
- Offer quick and friendly assistance
- Demonstrate that you stay true to your word.
- Remember Your Purpose
Your organization’s work ultimately supports a larger purpose and understanding the intricacies of your audience can help you stay close to your goals. You’re part of a greater effort to do good deeds, enact action and inspire others. Talk to your audience and listen to their individual stories. Take pride in achievements, both large and small. Take a step back and look at the larger picture. Keep refining what you’re doing and adjust your efforts as needed. Remember who you’re providing resources and services to and focus on the why.
- Keep Going
Mark Twain once said that small things can make big differences over time. Keep thinking about ways to improve and changes that would help benefit your overall goal. It doesn’t need to be a large endeavor, but rather little improvements and steady practice, daily.
In what ways can you make your organization more efficient? Where can you offer more value? How can you improve your resources or services?
Listen to your audience and ask questions. Ask yourself the tough questions and take the time to work out the answers. You’re customizing your organization to better match your audience’s needs. This regular evaluation and improvement gives you a unique advantage and helps you and your audience relate better to each other. This creates that special feeling where your audience feels like your organization is speaking right to them.