Not Every Social Media Platform is Needed to Promote Your Brand…Here’s Why:

Social media is a large part of everyday life, even more so now that COVID-19 has taken away the ability to connect in person. People are beginning to rely on social media platforms to make meaningful and impactful connections.

This can be intimidating for businesses. Promoting a brand on social media is difficult enough, but relying on social media platforms for all communication with your audience is a new challenge. Many businesses are scrambling with their social media strategies, creating accounts on any and every social media platform possible. Though this may seem like a reasonable option, branding on every social media platform can be ineffective, disingenuous, and a waste of time. 

Here, we outline why you do not need every social media platform to promote your brand and ways you can effectively use social media to make meaningful connections for your business. 

Your audience is not on every platform:

Not many people have an account on every social media platform, so why should your business? Your target audience is a specific group of people. They have unique characteristics and traits, and each social media platform attracts distinct groups of people.

Facebook, Instagram, and LinkedIn are all popular platforms, but each is used for a different purpose. Most of Instagram’s users are female and between the ages of 13 and 28. In contrast, the majority of Facebook users are above 30 years old. LinkedIn users range in age, but use the platform for work and business related purposes. 

The data collected on each social media platform will help your business understand where to connect with your audience. Whether your business wants to build connections with other businesses, community members, fitness junkies, gamers, etc., it is important to find which platform(s) they are primarily on. This way, you can meet your audience on the platform they use to further enhance your brand awareness and engagement. 

You do not have the time to devote to every platform:

Creating content and a social media plan takes time and organization. Your business is working hard to cover all your bases. But, when you try to cover every social media platform, your work can become sloppy and ineffective.

Without meaningful content, your audience could perceive your communication as disingenuous and calculated. This is not how you want audiences to perceive your brand. If you are going to be spending the time creating content, campaigns, and promotions, don’t you want them to be meaningful and impactful?

Always prioritize quality over quantity on social media. To do this, you need to allocate your time to the most important platforms for your audience. This way, you can spend your time creating purposeful and engaging content that will create a brand image that is heartfelt, personable, and authentic.

How to make a meaningful social media strategy without every platform:

  1. Evaluate and research your target audience– Ask yourself, who are you trying to reach? Where is your audience spending their time while online? What kind of content does your audience seem to enjoy? Does your audience even have social media? Thoroughly research your audience and their behavior. This will help you to alter your social media strategy to include the most effective kinds of content to post on the most applicable platforms.
  2. Focus your time on key platforms– After choosing which platforms are most effective for your business, focus your time on building quality profiles and accounts. Because you have less platforms to work on, you can spend more time constructing unique and substantial content. If your business is large enough, consider creating multiple specialized accounts on the same platform. This will allow you to hyper-focus on each group within your audience to create personalized content that is more relatable and powerful.
  3. Concentrate on building connections– Your business should be creating connections and relationships, not just partnerships or associations. A focused social media plan will offer the ability to create a marketing strategy that is sincere, personable, and authentic. Whether that be by conveying similar interests, interacting with customers, or using relatable humor, audiences are more likely to interact with a brand they feel personally connected to.
  4. Do not hesitate to reach out for help– Above all, do not hesitate to ask for help! Promoting your brand can be a difficult, meticulous process. Use resources that are available to you, like PivotPath, and contact us for a consultation. Our marketing focuses on building connections and relationships. We will be sure to help your business create a brand strategy that is meaningful and impactful!

Resourceful Marketing Strategies for Nonprofit Organizations

Marketing for a nonprofit organization can be difficult. Usually, there is little to no money set aside for marketing efforts. Because of this, it is crucial to use resources that are naturally present. Here, we outline marketing strategies you can use that are accessible and inventive. A tight budget calls for unique solutions; let’s get creative! 


Reach out to resources in your community

One of the best resources for a nonprofit to use is its community. Creating a marketing approach that involves the community can help nonprofits build a supportive foundation to grow from. 

Local TV stations, radio stations, and newspapers are great resources within the community to help spread awareness of your organization. So, start creating relationships with the news outlets in your community and make your nonprofit’s appearance a fun occasion. 

For example, a not-for-profit animal shelter could reach out to local new stations and suggest a “Pet Of The Week” segment. This way, the nonprofit gains weekly media coverage and the news station gains viewers for the new, fun segment—a win-win for both parties!

Grow your online presence

An important aspect of marketing to strategize is online engagement and social media. Social media is a great tool to use to connect with a large amount of people in a short amount of time. But, to elicit a response and reach the correct audience, it must be used strategically. 

It is important to remember that each social media platform serves its own purpose. For instance, what your organization posts on Facebook may not be effective on Twitter, and vice versa. 

Take the time to decide what kind of content your organization wants to put out on each platform. This will help to increase both engagement among users and overall awareness of your organization. Check out our blog about social media and branding to learn more.

Create influential and meaningful partnerships

Creating and maintaining relationships is important for any organization. For nonprofits, it is essential. Using existing resources and growing on established relationships provides many benefits for nonprofits. 

Look to your current supporters for help with your marketing efforts. Usually, supporters are thrilled to become active in an organization that they are passionate about. Partner with supporters or other people in your network that have a wide reach and can be advocates for your nonprofit. 

For example, advocates can promote your organization by posting content on their own social media accounts, running fundraisers, and using their networks to reach more people. Additionally, partnerships like these would help your organization reach groups of people outside of your current scope. 

Participate in visual marketing

One of the most impactful marketing strategies is the use of visuals. Visuals, such as pictures, infographics, and videos, can express your organization’s mission in a unique and effective way. 

When scrolling through social media or reading the newspaper, people are typically drawn to things that can tell a story with little effort. A picture or video allows for viewer ease and attracts more attention due to enticing colors, stunning images, and thought-out graphics. 

Visuals can involve people within your organization as well as the community that is impacted by your mission. For instance, a video of testimonials or a photo with a quote can story tell in an appealing and effective way for your organization.  

Personalize your outreach communication

People tend to disregard mass-created messages, sending a large amount of communication and information to the trash. Creating more personalized communication will increase response rates and engage supporters. 

Each donor and supporter is different. The way to continue their engagement will vary depending on their age, current level of commitment, socioeconomic status, and interests.

Consider planning out personalized messages for different groups of people when creating your monthly newsletter or weekly updates. This will ensure that the right information gets to the right people and will help to maintain engagement and interest in your nonprofit. 

 

Above all, do not hesitate to ask for help! If you are a nonprofit looking for assistance with marketing strategies, contact us for a consultation. Our marketing focuses on storytelling and community connection, and will be sure to help your organization enhance its presence!