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20 September, 2017

Why should NGO’s be thinking about Inbound Marketing?

So by now we should have all heard about Inbound Marketing!

If you haven’t and you are a brand or an NGO you really should be getting on the buzzword band wagon now. In fact the wagon has left the station and left you behind.

According to Wikipedia: Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization.

For Inbound to work well it needs certain steps in place that once implemented properly can provide NGO’s or brand with a huge advantage compared to traditional digital marketing in silos. The four main steps are as follows: Attract, Convert, Close and Delight which you can read about here

So basically its all about creating kick ass content that is relevant to your audience so that they can become your biggest advocates, we wrote a blog a couple months ago about the Power of a good Story – using quality of the content to drive users to your digital assets – website, social media, email – database building etc with the intention of bringing the users into “your world” and dazzlingly them with content that works for them so they stay, engage and convert into some sort of action and then of course become your best supporter, telling everyone how awesome “your world” is.

So why is this so important for NGO’s?

Simple. They need money and funding more than anyone. They are in the job of helping people for no money so every opportunity that they have to convert a potential lead/donor is critical because they generally lack infrastructure and resources so investing in creating an Inbound Marketing super highway is like I always say is a “no brainer” and it all starts with the story which NGO’s have lots of and if told in the right way and used to create quality content the world could be their oyster. There is no shortage of rich, real and authentic content and if you add to it the human factor and you should be styling.

The trick is to create content that makes their audience want to either do one of the following things which comes from a really good book called Going Viral by Brent Coker:

  • Power of the Share – Exchange in value motivates sharing behaviour – designing content to achieve this.
  • Self enhancement – Social factors that influence people’s decision to share – people seeking approval from others affects decisions to share.
  • Emotion – How do we evoke an emotional response that cause people to share – transfer emotions most effectively.
  • Anticipation – Creating content that is wired for mental attentiveness and a physiological response – biological response mechanic through memorable content created.
  • Affinity – Creating content that is more than just relevant – feeling of warmth and deep appreciation. People want to be associated if it makes them look good.
  • Justice – Content that supports efforts over ability – earn underdog support through unfair disadvantage – peoples sense of justice influences their motivation to share. Users want IT to win.
  • Herding – seeding content to give it the best chance of spreading – networks, influences and social proof – follow the crowd to reduce their uncertainty.
  • Groups – group based sharing – contentiousness and loyalty drive social buzz
  • Bump (BVMP – Branded Viral Movie Production) – Power of story telling – structuring content to maximise emotional transfer and sharing – Transformative structure – viewer imagines experience

The above points is something that we have been doing for sometime now within the “For Good” sector. The content we create always looks to draw or attract users/donors etc into our clients world however referring to what Brent Coker talks about has helped us very much.

Creating good content is one thing but you need a solid plan in terms of what the user journey looks like and the touch points used to make sure you not letting any of the fish out of the net.

This is what your inbound marketing digital funnel should look like.


The above framework works really well and has helped us plan many future concepts, campaigns and strategies with this is the back of our mind.

Inbound Marketing can seem like a really complicated thing to achieve however it really is using the very simple logic behind why marketing is created in the first place and adapting to the digital age that we find ourselves in.

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Filed Under: Blog Tagged With: cause marketing, content, digital, inbound marketing, NGO, story telling

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We are a creative social change agency. We ensure your do-good stories are told for maximum impact through content creation and story telling.

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Protect The West Coast need support in the form of public appeals to the long-term mining plans of MSR on the Olifants estuary, the third most important estuary in South Africa in terms of wildlife and biodiversity.
 
Submission must be made no later than 2 December 2020.
 
For more info click the link on the @protectthewestcoast profile page.
 
#protectthewestcoast #stoprecklessmining #minealert #protectsouthafrica #savetheplanet #conservation #oneearth #abetterfuture #westcoast #southafrica #olifantsriver #olifantsestuary #IAmBiggerThanMe
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We recently completed a five month campaign for @thelearningtrust for their 10th anniversary.

Visit our latest blog as we unpack the campaign we created on their behalf. -> Website URL in BIO.

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Visit our Facebook post for links to registration.

Check out our blogs on Cause Marketing, Social Media Campaigns & more > Website URL in BIO.

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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videography #videotips
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videocreator #videography
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Our latest newsletter packages all our latest content on the subject. 

Head over to our pinned post on our Facebook page for the link. 

Remember to subscribe in the top left corner 😊
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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Head over to our Facebook page for the link on our pinned post. 

Never miss out by subscribing in the top left corner 😊 

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Never underestimate the power of a good story!!! Never underestimate the power of a good story!!!
 
Ever heard of SPIN Selling?

Well, at Bigger Than Me we use a concept we call SPIN Viewing!
_________
• S – Create Situation
• P – Highlight Problem
• I – Show the Implication
• N – Show the Need and how they (viewer, reader) can help and become part of the solution easily.
_________
Want to know more? Hop over to our blog and have a read through one of our older, evergreen posts called: ‘The Power of a Good Story!’ (URL in BIO). 

#digitalmarketing #contentmarketing #SEO #blogging #marketing #branding #marketingtips #marketingstrategy #startup #b2bmarketing #storytelling #NonProfit #volunteer #socialgood #changemakers #SharedValue #SocialChange #ImpactEvents #ChangingLives #socialimpact
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As part of our ongoing series on #digitalmarketingstrategy we’ve summarised the key things to know.

Visit our website for the latest BLOG (URL in BIO). #digitalmarketing #contentmarketing #SEO #blogging #marketing #branding #marketingtips #marketingstrategy #startup #b2bmarketing
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