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What’s HOT in Nonprofit Communication Trends?

How to Communicate with your Non-Profit Organization (The New Trends) 

Nonprofits have seen a significant change in their marketing strategies, communication, and fundraising since the pandemic impacted their organizations. They have been creative in planning their communication with others and what that will look like post-pandemic. Look to see What’s Hot in Nonprofit Communication Trends.

communicating with your team members effectively
University students talking to their teacher while learning the lecture over the Internet at the campus.

The Importance of Time Management for your Nonprofit 

The pandemic took a toll on many companies in regard to planning the future of their business. Most goals were put on hold for a year or even longer. Companies are still apprehensive about planning due to the uncertainty of post-pandemic life. The company needs to manage its time efficiently so it can work towards completing the goals it did not get to finish before the pandemic. Employees and volunteers are also returning to the office after many months of working from home, which may come with distractions.

Virtual is the New Normal for Communication in your Nonprofit 

What’s Hot in Nonprofit Communication Trends? A significant change in communication between organizations has been the use of virtual meetings. If it weren’t for zoom or FaceTime, most sessions would not have been as informative without face-to-face contact with people. Nonprofits have focused on social media platforms such as Facebook, Instagram, Twitter, and TikTok to market to people. Social media has become a place for all ages to stay up-to-date on the news and find entertainment for hours on end. Nonprofits are still strategizing on better ways to communicate with others since COVID restrictions are easing up around the world. However, they may still try to utilize some of the marketing and communication strategies they learned from the pandemic into the future of their organizations. This will allow them to reach a broad audience that supports their organization and mission.

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PivotPath partners with the European Union Delegation to Sierra Leone for Agro-Technology Initiatives

European Union Delegation to Sierra Leone

The mission of PivotPath, in partnership with the European Union Delegation to Sierra Leone, was to ensure maximum exposure of agro-technology initiatives in Sierra Leone through the successful receipt of the Delegation’s Call for Proposals.

Under its Jobs & Growth Programme, the EU delegation to Sierra Leone launched a call for proposals for agro-technology development. The purpose was to increase private sector investment in technology and innovations in the country. This is a uniquely competitive opportunity for Sierra Leonean organizations and SMEs seeking to develop and/or expand sustainable agro-processing and agribusiness innovation and technology. 

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The Agro-Tech call for proposals was designed based on the positive experience gained under the Agro-business Development from Organic Resources (ADORE). This is an initiative funded by the European Union and jointly implemented by the Welthungerhilfe organisation, Moawoma cooperative, Lizard-Earth and Door to Europe companies. In collaboration, the group aimed to support production and processing of organic cacao into chocolate bars made in Sierra Leone. 

The ADORE project will stimulate the sustainable growth of the Sierra Leonean agri-business sector, particularly in Kenema and Kailahun. The project aims to build inclusive partnerships between value chain stakeholders at all levels by linking farmers with the national and international markets.

Results

  • 4 Video productions featuring Ambassador Vens announcing the call for proposals.
    • A virtual information session that was attended by over 210 interested applicants, and highlights from the EU funded ADORE project. 
  • 11 Newspapers and specialized magazine coverage, social media coverage throughout the campaign initiative, with over 33 publications. 
  • A series of articles written and approved on agriculture innovation and technology development in the world.
    • This included a specific case study in neighbouring countries and in Sierra Leone to illustrate the relevance of the initiative shared across 12 newspapers and magazines.
  • 4 Radio jingles in rotation across 13 radio stations in the country. Jingles in English, Krio, Temne and Mende.

With the successful promotion of the Agro-Tech Development initiative, agriculture can play a vital role in boosting the country’s economic growth. These initiatives can provide sustainable and climate-smart agro-development. In turn this can improve agriculture efficiency and promoting economic self-sufficiency for young (and seasoned) agri-preneurs, particularly women.

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5 Tips to Increase Stakeholder Engagement For Your Nonprofit

Nonprofit organizations are like complex machines: they involve many moving parts that all rely on each other for the success of the whole. While each element is essential, one key element of a nonprofit’s success is its stakeholders and stakeholder engagement. Without effective stakeholder engagement, a nonprofit risks the loss of funding, support, and development. To ensure that your organization does not risk those losses, refer to these 5 tips to increase stakeholder engagement for your nonprofit. 

#1 Communicate early and often.

Communicating with stakeholders is a basic component of the organization-stakeholder relationship. However, for communication to be effective, it must be early and consistent. Your stakeholders are an essential part of your organization, so make them feel that way by including them early on. When you communicate with your stakeholders early on, they feel important, which leads to more trust and engagement. Make a list of current and potential stakeholders that you need to communicate with at the beginning of projects or events and reach out to them as soon as possible.

In addition to reaching out early, your organization must provide consistent communication to its stakeholders. Continued communication is key in maintaining a trustworthy and supportive relationship. Regularly provide updates on projects and events and ask for feedback throughout the process to ensure that you maintain your relationships with your stakeholders.

#2 Understand the influence of social media.

Many stakeholders rely on social media for information regarding their favorite organizations and potential investments. So, the content your organization puts on social media is not just for your customers or volunteers. To engage stakeholders, create a balanced mix of content that is targeted toward stakeholders and other groups in your audience. Show your current and potential stakeholders that you notice their involvement on social media and that you care about their engagement with your organization. This will allow them to enter the conversation about your organization in a new way. It could also help your organization reach more stakeholders to invest in your work.

#3 Provide a variety of ways for stakeholders to give input.

As mentioned above, involving stakeholders in the conversation and asking for feedback can provide many benefits. People want to provide their input and feel heard, especially when they are investing in your organization. So, make the feedback process effortless for your stakeholders. When sending out updates to stakeholders about projects, attach a survey for them to provide feedback. In addition to this, ask for feedback via social media and in-person interactions. By providing your stakeholders with a variety of ways to share their input, you will strengthen stakeholder relationships, increase continued engagement, and help your organization further develop.

#4 Plan events to attract a diverse group of stakeholders.

Planning special events for stakeholders will do wonders for your stakeholder engagement. These exclusive events will show your stakeholders how much your organization values them. And, will provide opportunities for in-person communications and networking. Events can bring in funds, strengthen stakeholder relationships, promote your organization and mission, and much more. And, if your organization holds a variety of events throughout the year, you can reach more diverse groups of stakeholders. For example, a picnic would be an event that is accessible to all kinds of stakeholders. Other events like sit-down dinners and galas would bring in a different group of stakeholders, including local leaders and politicians. Planning a mix of events is essential for reaching a diverse group of stakeholders while encouraging engagement.

#5 Don’t just inform your stakeholders, involve them. 

A common theme among these tips is that stakeholders should be involved, not just informed. If your stakeholders feel left out of your organization and its efforts, they will lose interest and stop engaging. Your organization can protect against major problems, like an abrupt loss of financial support, by involving stakeholders in your planning and projects instead of only informing. 

When involving stakeholders, work with your organization to find a happy medium of involvement. An appropriate amount of stakeholder involvement will allow for stakeholders to collaborate when desired, but will not rely on their collaboration to complete a project or achieve a goal. Allowing stakeholders the opportunity to create and collaborate with your organization will increase their engagement, strengthen your stakeholder-organization relationships, and benefit your organization in the long run. 

Stakeholder engagement is one of the many important elements that go into running a nonprofit. Refer to these tips for stakeholder engagement, and do not hesitate to reach out for help if all the elements become overwhelming. PivotPath is here to support your organization with our top-notch marketing services and team of talented creatives. Let us take on some of the other work while you put more into what matters: creating lasting relationships with those that support the continuation of your organization and its mission. 

A Guide to Spring Marketing

When developing a spring marketing plan, you may notice that there is not a lot going on during this time of the year. With the passing of several major winter holidays and events, it may seem difficult to create clever and relevant marketing strategies for the spring. But, do not fear, this is where we come in! PivotPath is here to provide you with a detailed guide to marketing during the spring. Continue reading to uncover helpful tips and strategies when marketing this season.

Pick a relevant spring theme for your marketing campaign:

Springtime is associated with many things: growth, renewal, blooming flowers, spring cleaning, longer days, and rain. So, capitalize off of these associations, and make your marketing campaign spring-themed. Using a spring theme can help give direction to your content, and create a more cohesive and appealing campaign. For example, a non-profit food bank that is focusing on the theme of “spring cleaning” could have content that looks like this:

“Jump into spring cleaning by cleaning out your pantry! And when your pantry is organized and cleaned out, give back to your community by donating the food to us!”

Using spring colors, fonts, and photos will also help to create a cohesive marketing campaign. Bright, pastel colors like pinks, yellows, greens, and teals, are very popular in the spring! Use these colors along with floral graphics to create eye-catching and aesthetically pleasing content.

Incorporate contests/giveaways in your campaign:

Many businesses see spring as a lull in their marketing plan, but one way to rejuvenate a marketing plan is to incorporate contests and giveaways. Contests and giveaways, which are typically run on social media, can be a great way to engage and grow your audience.

A contest or giveaway usually incorporates rules, qualifications, and a prize/reward. Rules outline exactly what the viewer must do to enter. Including rules such as “tag a friend,” “comment and tag a friend,” or “share this post” help expand your brand’s reach and audience. Other rules like “follow our page” and “like this post” will boost your brand’s following and engagement. Most importantly, choose rules and qualifications that are the best for your business and the goals you hope to achieve.

When choosing a prize or reward, it is important to choose one that is desirable and relevant. Your prize should always reflect the effort required to win it. For example, if you ask viewers to fill out a long survey, enter personal information, and follow your social media accounts, you must choose a high-value prize to incentivize people to put in the effort. The prize or reward should also be relevant to your business. This will encourage continued interaction with your business and your products/services.

Research unique national or international holidays:

Spring can seem spiritless when compared to the busy winter holiday season. Use this opportunity to give your audience a reason to celebrate! Amidst the better known holidays in spring:

St. Patrick’s Day: March 17th
April Fools Day: April 1st
Easter: April 4th
Earth Day: April 22nd
Cinco de Mayo: May 5th
Mother’s Day: May 9th
Memorial Day: May 31st

…there are many unique holidays that your business can also mention when marketing! Conduct research on national or international holidays for each month, and choose which holidays are most applicable to your business. For example, here are some unique holidays in March:

Peanut Butter Lovers’ Day: March 1st
I Want You to be Happy Day: March 3rd
Employee Appreciation Day: March 5th
National Frozen Food Day: March 6th
International (Working) Women’s Day: March 8th
International Day of Awesomeness: March 10th
Plant a Flower Day: March 12th
National Pi Day: March 14th
Everything You Do is Right Day: March 16th
Awkward Moments Day: March 18th
International Day of Happiness: March 20th
National Goof Off Day: March 22nd
National Puppy Day: March 23rd
Make Up Your Own Holiday Day: March 26th
Something on a Stick Day: March 28th
National Mom and Pop Business Owners Day: March 29th

Your business can incorporate these holidays when crafting content, planning promotions, and creating contests. Implementing unique holidays into your marketing strategy will help you stand out, create excitement and celebration, and engage your audience.

Focus on your community and give back:

Because springtime is seen as a time for growth and renewal, many people associate the season with community events and giving back. When looking for marking opportunities, search on community groups and pages to get your business involved, visible, and to give back to your community.

Getting involved in community events can offer your brand an opportunity to interact directly with potential customers and heighten your brand awareness. Set up tables full of relevant swag, like branded fans on a hot day, to encourage people to get to know you, your business, and your products/services.

Another marketing strategy to increase visibility in your community is to give back. Consider devoting a day for your business to volunteer at a local charity. This will benefit your community and benefit your business by making your brand more recognizable and positively received.

When preparing for your spring marking plan, do not hesitate to reach out for help. PivotPath offers a wide range of services to help your business spring into the season. Contact us for a consultation today!

Using Instagram/Facebook/LinkedIn as Marketing Tools

A brand’s social media presence influences 73% of those that engage with the brand. When used efficiently, social media platforms are proven to be effective marketing tools. However, many brands misinterpret their functions, which often results in ineffective marketing.

You don’t always need an account on every social media platform. In fact, this can produce adverse effects. When using Instagram, Facebook, or LinkedIn for marketing purposes, it’s important to understand that each platform delivers information in a unique way. Here are some insights on how to effectively optimize these social media platforms as marketing tools for your brand.

Instagram is an image-driven platform.

Instagram’s character limit is relatively large, but that doesn’t mean that your text should be. To maximize Instagram as a marketing tool, limit your brand’s bio and captions to two sentences. Including a call of action in your text will prompt your audience to participate in authentic engagement. Hashtags are also a great way to encourage audience participation while simultaneously increasing your brand’s visibility.  

Visual elements are meant to replace text. Use Instagram’s function as an image-driven platform to complement the message you aim to communicate with your post. Images and text should be clear, compelling, and consistent with your brand’s image.   

Instagram also has a story feature that allows your brand to post content that is visible to viewers for 24 hours. Stories offer the ability to directly engage with your audience through question forums, polls, and more. Instagram stories are a great way to enable audience participation and further your brand’s engagement. 

Instagram Reels is Instagram’s newest feature and closely resembles the social media platform TikTok. Its algorithm is currently driving more traffic than any other Instagram feature. Instagram Reels is helpful for those looking to increase brand visibility.

Facebook is the largest social media platform in the world.

Facebook has more users than any other social media platform. This poses both an opportunity and a threat: Your brand’s range of communication is highest on Facebook, but this places a great deal of power in your audience’s hands. 

Due to the platform’s considerable audience, it’s difficult to get traffic and engagement without paid Facebook advertising. With paid social, you will expand your reach and impressions while targeting specific audiences to ensure you attract those you seek to engage with the most. Bear in mind that the process to create Facebook Ads changes periodically, so be sure to review the guidelines within the Facebook Ads Manager

Facebook allows its users to post text, images, and videos. When utilizing such a wide range of features, it’s crucial to understand that the text of a Facebook post shapes the success of its visual elements. Keep your text brief and informational. Consider the who, what, when, where, and why of your message. An unclear text will confuse your audience and may cause them to deter.

Facebook was the first social media platform to introduce the “like” function. The platform has since developed by offering additional reactions to posts. This tool is especially useful when assessing your audience’s likes, dislikes, beliefs, and values. Use this information to your advantage when crafting future posts. The share feature allows users to share posts with their Facebook friends, which offers a promising avenue for increasing your brand’s visibility.

LinkedIn is the professional network.

LinkedIn operates as a professional social network. It allows users to disseminate and engage with information that advances their professional prospects. LinkedIn remains an invaluable platform for increasing brand awareness and establishing relationships with businesses and consumers alike. 

LinkedIn’s professional nature requires careful attention to credibility and expertise. Therefore, your brand’s content must evoke professionalism. This is best achieved through using both visual and textual elements together. Your text should be concise yet informative and grammatical to complement clean and compelling visuals.

The use of blog posts and articles on LinkedIn allows for even greater use of the platform in that users can highlight their expertise while increasing their reach. Make sure your content illustrates your brand’s capabilities to expand your audience, strengthen your brand’s identity, and encourage consumer and business partnerships.

Maximize your brand’s potential.

Social media has changed the way we operate both personally and professionally by providing individuals and institutions with the ability to communicate to large audiences.

When using social media platforms as marketing tools, it’s crucial to acknowledge that your content is a representation of your brand. Through understanding the functions of each platform, you can help your brand nurture audience relationships, maximize its reach, and achieve its goals. Contact PivotPath’s team of innovative creatives to help your brand maximize its potential.

Not Every Social Media Platform is Needed to Promote Your Brand

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!

5 Ways to Promote Your City or Town to Increase Tourism

At a time when travel restrictions are implemented, cities and towns are frantically searching for ways to increase tourism.

The internet is filled with travel guides and firsthand accounts of visitors detailing their experiences. It’s more difficult to come across tips from a local—someone who knows the ins and outs of the area. Unfortunately, we don’t all have the luxury of knowing someone within our destination’s limits. Consider these five tips when communicating your community’s charm to increase tourism:

Highlight the history and culture 

Every destination has its own unique story.

Aside from the well-known attractions, consider sharing some of your community’s lesser-known treasures. This may involve obscure facts about your town’s early settlers or the spooky tale about the mansion on Main Street. A picture of these treasures with a description of their significance is an opportunity for you to highlight your community’s unique history to increase tourism.

Share your tasty tips

There’s no feeling better than a full stomach after a day of exploring.

Food largely defines a community’s culture. When promoting your city or town, be sure to discuss local dishes and the best places to try them. Consider explaining the flavor profile of the dish and the best way to eat it. With ketchup? With a root beer? At midnight? Who knows, maybe visitors will find their new favorite food or restaurant and come back for more!

Offer visitors a breath of fresh air

We all crave a breath of fresh air.

Provide visitors with the best spots to catch their breath and revel in the wonder of your community’s natural beauty. Be sure to detail the best seasons and times of day for visitors to capture the full essence of the landscape. Also, include any materials that they should consider bringing or leaving behind for their visit.

Catch your breath in nature

Suggest local stores and businesses

The word souvenir is French for “to remember.”

Tokens of remembrance can be as simple as a keychain or as complex as a scarf woven by natives. Present visitors with an opportunity to remember their visit to your community with recommendations for local stores and businesses. This is also an opportunity for you to help local businesses during these difficult times.

Local stores and businesses

Include your personal testimony

They say that home is where the heart is.

Share the little things that you love about your city or town. This may include how you love the transition between one season to another, or your favorite road to drive down in the summer. Personal testimonies appeal to an audience’s emotions. Provide insight into the small and special things that define your love for your community.

Tip: Include hashtags (i.e., #NewOrleans, #ExploringTheCity, #GetInMyBelly) and/or create a page for your city or town. This will help potential visitors easily locate your stories and recommendations.

When implementing the tips listed above, be sure to consider all audiences (independent travelers, couples, families, and seniors). By showcasing your community’s local treasures and adding a personal touch, you can offer visitors valuable information on what to experience when visiting your community.

Enlist PivotPath’s team of innovative creators to help you fulfill these tips and increase your city or town’s tourism. Contact us today for a consultation. 

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!

Mental health in marketing

The Importance of Mental Health in a Marketing World

There’s no denying that social media and the digital age that we’re in has negatively affected mental health. Time and time again, studies show a negative correlation between mental health and social media, especially with the younger generations.

Whether you’re a content creator or marketing specialist, chances are the marketing tactics you use are related to psychology. Marketing can contribute positively or negatively to your audience’s mental health and wellbeing. Knowing what psychological tricks in marketing do can help you market more mindfully, especially in the age of COVID-19.

How is marketing related to psychology?

Marketing that uses psychological tricks to evoke emotion is known as neuromarketing. This form of marketing uses neuroscience to understand how consumers’ brains react to certain marketing stimuli.

All marketing is psychology. Every advertisement aims to elicit an emotional response from the consumer, persuading them to buy into the product or service. A few examples of marketing psychology include:

FOMO Effect

FOMO, or Fear Of Missing Out, is a popular marketing technique that relates to loss aversion. This tactic is a big part of many marketing campaigns, from phrases like “don’t miss out” to advertising time-sensitive sales. FOMO creates a sense of urgency to persuade the consumer that they’ll regret not buying your product or service.

Social Proof

“Social proof” is a technique that pressures consumers to do something because everyone else is doing it. You probably use this technique already through categories like “best sellers” or showcasing reviews on your website or socials. One of the more prominent examples of social proof is the recent rise of influencer marketing.

Check out how influencer marketing can help your business in our previous blog post.

Pro-Innovation Bias

This is the wording high-tech or innovative companies use pro-innovation bias to convince consumers they need their product. Phrases like “the world’s first…” or “introducing the revolutionary…” are designed to make you feel that you have to be one of the first to buy this new piece of technology or product.

What can marketing do to your mental health?

Of course, many of these techniques are harmless. However, many ads use techniques that tell consumers they’re inadequate without that product or service. There is a constant stream of advertisements that tell you your body isn’t good enough or clothes aren’t trendy enough – that you’re not enough. They then advertise their product as helping you live a more satisfying life. These can subconsciously damage your self-esteem and your perception of yourself and the world.

Even some products meant to improve your life can shame you. For example, eco-friendly products persuade you by making the average consumer feel responsible for saving the environment. In reality, corporations and big businesses account for most of the pollution and plastic waste in our oceans. Buying a reusable straw is great for reducing your own carbon footprint, but won’t do much in terms of tangible change – but it sure is a good marketing tactic.

Despite the knowledge that some marketing tactics impact your mental health, the fact still remains that marketing is rooted in psychology. So what can we do?

How can we improve?

All of this isn’t to say that marketing is inherently bad or intentionally manipulative. Instead, marketers need to be more aware of the marketing strategies they use and how they use them. Taking into account the mental health and wellbeing of your target audience can benefit consumers as well as companies.

Balancing ethics with profit can show that you care about the messages you’re putting into the world, and the people you’re selling to. In fact, offering support and being authentic about something so stigmatized can help you build trust with customers.

You can’t untangle psychology from marketing, but you can make it shift to focus more on what your service or product provides rather than what the consumer lacks.

If you want to create more meaningful marketing, contact us to request a free digital assessment.

Alison Roller is a recent graduate of West Chester University of Pennsylvania where she earned a B.A. in English with a minor in journalism. When she’s not writing, she can be found wherever her cats are. Check out her LinkedIn profile here to connect.

5 Signs You Need to Upgrade Your Content Creation Game

An essential part of any digital marketing strategy includes creating relatable and engaging content. Whether you’re just starting out in content creation or have been doing it for years, there will come a time when your content won’t connect with your audience the way you want it to. By understanding why your content isn’t hitting the mark, you can work to improve and upgrade it. 

These tell-tale signs that you need to switch up your content creation strategies will help you start understanding how to make your content the best it can be.

You’re repeating the same ideas in every blog

No one likes to hear the same thing over and over again. In digital marketing and content creation, persuasion is key. If you’re repeating the same things in each blog, you risk not only boring your audience, but making them less likely to reach out or come back to view new content.

Instead, try to hone in on a few simple ideas while providing content that will engage your audience.

Traffic is decreasing

Losing followers on social media, decreased engagement or low conversion rates can all be impacted by the content you’re putting out. If you’re seeing a decrease in traffic, it may be a sign your content is getting old. 

Trying out different content strategies and new techniques can be a great way to try and increase traffic and visibility. Even if you’re producing great content, it can still lead to less engagement if it’s not hitting home for your audience. Experimenting with different styles of content can help you upgrade your content creation game and promote engagement.

Your content is full of industry jargon and complex terms 

Relatability is a key factor in content creation. Chances are, your target audience isn’t limited to industry professionals – it’s everyday people. Using complex terms not only makes your content harder to read, but can make you seem out of touch with your target audience.

Although you want to highlight your achievements in your particular market, do it in a way that’s easy for someone with no industry experience to read. Explain complex topics in simple terms. You may want to consider creating a glossary for readers to refer to – like this blog on SEO terms.

Social media is great for content creation

Your social media and website don’t show a clear brand identity

Creating a recognizable brand identity is part of any good content strategy plan. If your content doesn’t show a strong identity, it will be harder for your audience to connect to. 

A brand identity isn’t just a catchy phrase or logo, either. Brand identity can include the tone you use in your blogs, a particular color scheme or anything else that sets your content apart from everyone else’s. Creating content that is uniquely yours will make sure you stand out in your audience’s mind. It may also help you attract a wider audience. 

You’re not passionate about the content you’re creating

If you don’t care about what you’re creating, it can show in your content. Whether you’ve been creating the same type of content for too long that it’s gotten tedious or boring, or you just don’t feel like you’re creating your best work, it can have an impact on your content. 

Branching out with your content creation is one of the best ways to create content that you feel proud of and passionate about. Tie in pop culture or your personal passions to create new and engaging content that entices the audience. After all, if you’re not passionate about your content, how can you expect anyone else to be?

Content creation is vital to expanding your reach and keeping your audience engaged and interested. To create the best content you can, make sure it’s real, recognizable and relatable

If you’re ready to step up your content creation game, we can help! Check out our content services here and let us know how we can serve you.

How To Attract Students To Your Institution With Social Media

Social media is a powerful tool that, if utilized properly, can promote your institution.

Studies show that Generation Z is more connected to social media than any other generation before them. Making sure your institution has a recognizable and relatable social media presence can give students a glimpse into what life is like at your institution and potentially show them that your institution is the right fit for them.

But attracting potential students isn’t as easy as simply having an account; you need to make sure you’re appealing to the right audiences and using social media to your full advantage.  

Why Does Social Media Matter?

Social media can be an added boost to promote attention towards your institution. However, it can also be a direct way to introduce your institution to potential students. The right social media presence can have a huge impact on attracting new students and retaining current students. 

If a student sees an outdated or barely-used social media page for an institution they’re considering, it could deter them from exploring your school further. On the flip side, a savvy, fun social media presence could peak their interest. 

It’s important to be relatable in your posts, and that starts with understanding the wants and needs of your targeted audiences. For attracting students, make sure you are highlighting all the best features of your institution, social events and campus culture. All students know what a typical institution is like, so what makes yours recognizable? What makes it stand out?

Making sure your social media presence is recognizable and engaging can help your institution stand out to potential students. Beyond attracting students, using the stats on social media can help you determine if you’re reaching your target audience. It can also show you how many people are interacting with your posts and if your social media strategies are effective.

What’s the Best Social Media To Use?

The three main social medias that will give you the most traffic are Twitter, Instagram and Facebook. But how can you use them? What’s the best strategy for each one? 

1. Twitter

Twitter is great for written content as well as sharing others’ posts. Use Twitter to livetweet campus games and use hashtags to increase engagement and visibility. Use a LiveTweet App to create a Twitter wall for your events to show potential students what others are saying about your institution.

2. Instagram

Instagram is one of the most creative and customizable apps to attract students. This platform has a ton of features that can help your institution. Features such as Instagram highlights and stories can make information about your institution more accessible. The photo grid on each Instagram account creates the opportunity for you to craft a unique look to attract new students. 

3. Facebook

Facebook should be the most professional presence you have out of all the social media platforms mentioned. Studies show GenZ doesn’t use Facebook as much as older people do, but that doesn’t mean it’s not important.

Even if your content doesn’t reach a potential student on Facebook, it may reach a parent or relative. It’s generally a good idea to share your Instagram posts to Facebook to make sure you’re reaching all your audiences.

Facebook is a good social media for older adults.

4. TikTok

TikTok has the potential to be a great social media platform for institutions because of its “For You” page. The “For You” page uses an algorithm to show the user videos similar to ones they’ve interacted with. It can also show content related to topics they’ve shown interest in. TikTok’s algorithm may help you reach your target audiences quicker. It also means you don’t need to have tons of followers for your video to gain views – giving your institution more visibility.

Not all social media is created equal when it comes to reaching your targeted audiences. It’s worth noting which ones may not be the best platform for your content.

  • Snapchat

Although this is a popular social media platform, your content isn’t accessible to people who aren’t following you, making it harder to reach potential students. Instead, try adding geotags for people to use when they’re in the school’s vicinity. 

  • Pinterest

Research shows that Pinterest is popular with older generations. While some older adults go back to school, it usually isn’t your target audience. Pinterest is also not ideal for content creation.

  • Tumblr

Tumblr isn’t as commonly used as other social media platforms. While it may work to use as a website to promote a service, using a similar photo-sharing app like Instagram will generate more engagement. 

How Can You Promote Engagement on Social Media?

Promoting engagement on social media can help your page gain more traction, and with more followers comes a more recognizable presence..

To promote engagement, make your page as interactive as possible. Instagram stories are a great way to pose questions, create polls or quizzes and interact with your followers. 

Giveaways on social media for school swag are another way to promote engagement. Try making some rules for the giveaway that will increase engagement. Ask followers to tag a friend in the comments or add the post to their story. 

Using hashtags can help get your page on more screens, but be weary of having too many in your captions. Use a few simple hashtags at the end of the post or incorporate them into the caption itself to make it look more aesthetically pleasing.

Gen Z uses social media more than any other generation.

Features To Take Advantage Of

  • Twitter/Instagram Polls

Polls are a great way to promote engagement. You can use the poll feature to ask institution-relevant questions, such as whether your team’s going to win the next game. However, to attract new students, make sure to keep some questions more broad to keep potential students involved.

  • Live Videos

The live video feature is on multiple platforms and is a great way to show prospective students what your school is like in real-time. Whether you want to record a game or other campus event, use this feature to highlight campus culture.

  • Instagram Highlights

Instagram Highlights are a convenient way to organize and archive past Instagram stories. You can use this feature to give a potential student a quick way to access information. Take some time to make well-designed stories that highlight all the best parts of your institution and answer some FAQs. Be sure to keep your Instagram highlights up to date.

There are benefits and drawbacks to any social media you may choose, but each post is a chance to attract a new student to your institution. If you’re looking to create a Real, Recognizable and Relatable social media presence to attract more students, PivotPath can help! Check out our social media management services here.

Alison Roller is a recent graduate of the West Chester University of Pennsylvania where she earned a B.A. in English with a minor in journalism. When she’s not writing, she can be found wherever her cats are. Check out her LinkedIn profile here to connect.

Influencer Marketing in Business

How Your Business Can Take Advantage of Influencer Marketing

We’ve all heard (and possibly cringed at) the word “influencer” before. It’s safe to say that the term has become somewhat taboo in most professional settings. 

What comes to your mind when you hear that word? Shiny young adults posting edited photos on Instagram? Celebrities engaging in product placement and sponsored advertising? While these may be the most popular images of influencers portrayed on social media, influencer marketing has grown into a legitimate strategy for marketing small businesses and building a valuable network. 

Influencer Marketing
Influencers are changing the face of marketing forever.

What is Influencer Marketing?

Before we dive into the many facets of influencer marketing, it’s important to understand what is meant by the term “influencer.”

Influencer: One who exerts influence, a person who inspires or guides the actions of others.

Merriam-Webster

The title isn’t confined to any one industry or field.  According to the definition, anyone with a large reach and considerable impact can be considered an influencer. The trick is to align yourself with people who already have a large, loyal following. 

So, how can you start to build this large following if you’re a new business owner with minimal connections, or if you live in a rural area? Here are a couple different ways to start making connections and building relationships with influencers in your field.

Start a Blog

When most people hear about endorsements, they think about teaming up with celebrities or notable public figures to advertise a product. This approach may be helpful for some, but if you own a small local business partnering with a celebrity isn’t a very viable option. Instead, one of the best steps you should take is to start a blog on your website.

You’ve probably heard similar advice before, and maybe you feel like writing isn’t your strong suit. However, every business-owner has a lot of unique knowledge to offer. Like they say, knowledge is power. 

When you take the time to write informed blog posts and optimize them so that they are easily found through search engines, a great deal more traffic will be drawn to your website. One of the best methods of increasing traffic and broadening your reach is to connect with other influencers in your field by creating a guest blogging network.

Guest blogging
Form a solid guest blogging network; two heads are better than one!

How to Form a Guest Blogging Network

Guest blogging is a manageable first step to expand your industry contacts and start gaining some notoriety in your field. Here are a few quick steps on how to get started:

  1. Reach out to someone you respect and want to be a guest blogger on your site. Is there another blogger you enjoy who has more followers than you? Do you see a space where you could share your expertise on their website? Do your homework first and make sure that the guest blogger can benefit from the collaboration just as much as you can.
  2. Assuming that they agree to write a piece for you, allow them to self-promote by adding links back to their own website. This not only allows the guest blogger to feel as though they have important information to share, but it connects both of your blogs through the internet.
  3. Follow through. Ask your guest blogger if you could also write a piece on their blog. Assuming they say yes, a whole new door of opportunity will be open to you. You will have full exposure to their followers, and you can (tastefully) promote your own business and website. Essentially, it’s a win-win!

It’s important that you find influencers naturally.

Don’t try to force relationships, because it will start to seem obvious that you’re only seeking some kind of personal gain. Instead, comment on people’s blogs, communicate on social media, and be open to helping others. Over time, you will start to stand out and become an approachable, recognizable name.

Get to know your guest bloggers personally by showing genuine interest in their work before reaching out. If you build a rapport through social media first, it will feel much more natural to suggest a collaboration. Cold emails aren’t always the best way to go when it comes to forming an effective support system.

Engage With the Community

The business world is all about relationships. Apart from guest blogging, another way to use influencer marketing to your advantage is to go out into your community. Serving other small businesses is a great way to prove you’re engagement. You may not gain any monetary value from it at first, but forming valuable relationships can pay off ten-fold in the long-run. 

For example, let’s say you own a sign-making business downtown and you see that a new ice cream shop is opening next door. You could introduce yourself to the new owner and offer to create a sign for them at a steep discount. This interaction not only promotes the service you provide, but benefits another business owner who will most likely recommend your product to others. 

Community engagement
Make a difference locally and the world will follow.

You don’t have to be a celebrity to be an influencer – it’s all about surrounding yourself with positive relationships and making those initial connections. Here are a few other ways to meet business-owners in the community who might be interested in your product:

  • Attend charity events or volunteer
  • Consider setting up a booth at a local fair, market, or festival
  • Visit other small businesses, introduce yourself, and hand out business cards or coupons
  • Sponsor a local school’s sports team

What Are the Benefits of Influencer Marketing?

Influencer marketing strategies such as guest blogging increase your reach as well as the impact of your brand. In search engines, the index is the complete archive of all existing web pages. To find your page, a search engine sends out crawlers (or bots), which jump from page to page using links. Simply, the more links you have traveling to your website, the more chances search engines have to index your site. 

If links constantly point to your site, search engines will recognize it as a valuable resource and rank you higher than the competition. Guest blogging is a win-win situation because it will provide you with a larger network of bloggers and business-owners, increase your website traffic, and also benefit the guest blogger.

Much of the same can be said for other forms of influencer marketing. Reaching out to forge beneficial relationships solidifies your passion for your business and opens the door to new opportunities. It’s not just a clever way to gain more Instagram followers, but the future of marketing itself.

  • Do you want to start building a brand that influencers would love to promote? PivotPath is here to help!

Cammie Conn is a Theatre & Performance Studies major at Kennesaw State University, and she also studies through the Joel A. Katz Music and Entertainment Business Program. When she’s not practicing creative writing, she can be found playing guitar, reading voraciously, or jamming to her vinyl collection. Check out her LinkedIn profile here to connect.