It makes sense that you want to multiply your ministry marketing efforts. In an earlier post, I revealed the first fundamental principle to successful marketing and communications: Brand Clarity (link back to last month’s article).
Today, we are going to explore the second pillar, Brand Reach. Now that your message is clear, what efforts and channels have you been using to target your audience and tell your unique story? Just as importantly, what kind of response have you been getting back?
Clarity means nothing without a plan to strategically deliver your message through the most effective channels to engage your audience to go, give or act.
Three steps to extending your Reach:
1. Collect donor / visitor information on your site, and communicate with them regularly.
This should include having a user-friendly email database, and a newsletter sign-up in a prominent location on your website. Be sure to set up a welcome series that automates to all new subscribers to immediately form a connection with key calls to action.
2. Identify the social media channels that work for you.
There are many social platforms out there, but not all of them make sense for your ministry. Evaluate which channels have been effective and engaged your target audience. Then, assign a team member the responsibility to keep up with them. Update with new graphics, and set aside a budget to boost posts that are getting attention.
3. Create an advocacy campaign.
There are raving fans standing in the wings, ready and willing to share your story. All you have to do is ask them to speak up! Equip your supporters with assets and resources to be your megaphone on social media and other channels to multiply your reach and impact.
Bonus step: Set up benchmarks to measure success, and A/B test to optimize results. If something isn’t working, don’t be afraid to switch directions.
Take one day at a time, and simplify the clutter down to what we know to be true: Clarity X Reach = Results.
Shannon Litton is president of 5by5 Agency, a full-service marketing and digital agency headquartered in Brentwood, TN. 5by5 serves change makers, those who work where life change happens. Their strategic services include communications plans, websites, mobile apps, ad campaigns, and fundraising initiatives, delivering messages with undeniable clarity, reach, and results.
Want to learn more about effective branding?
Register for the Academic Experience at the Outcomes Conference: CLA Dallas 2016 and select this Intensive Training Institute seminar with Shanon Litton and Mark Schatz: Brand Smarter: Do They Really Get You. This 6-hour session will put your brand to the test!