Cost-Effective Digital Marketing Plan for 2024 — Linda Handley
Digital marketing has superseded traditional marketing, and every business is looking for cost-effective methods for digital marketing that can generate leads without investing much. As the market is saturated in this globalized world and reaching a larger audience is challenging, but with perfect digital marketing strategies, your business or non-profit organization can spread its message to millions of people around the globe. So, without further ado, let’s explore the techniques for quality lead generation.
Live Streaming
Live streaming is one of the latest cost-effective marketing techniques employed by various entrepreneurs and persons involved in non-profit marketing. It allows you or your establishment to connect with the larger audience, and you can directly communicate with them. For instance, while live streaming, you can directly answer the comments of your target audience, which will positively impact them as everything cannot be answered through your website or social media page.
Target Audience Identification
Whether you belong to a business community or seek a donor persona, you must target your audience. For instance, if your business sells sandals with long heels, you must know that young females usually wear sandals with long heels, and if your advertisement targets males or older women, your brand is likely to fail. Similarly, if your Non-profit marketing strategies are on the mission to save animal cruelty, then the perfect audience to target would be vegans. And then you can target others as well, but the priority should be vegans as in the modern world, the most common reason for being a vegan is to avoid sacrificing animals.
Awareness About SEO Essentials
There are two common types of online advertisements on a famous search engine, i.e., Google, SEO, and PPC. Pay-per-click PPC is a technique from which you bid for specific keywords, and when those keywords are searched, your advertisement comes to the top. SEO or search engine optimization is adding keywords to your content and creating backlinks to boost your brand on searches. However, these both include the knowledge of keywords, right? So, for that reason, let us explain to you how you can find the keywords.
Step 1: You should know your business or non-profit’s niche.
Step 2: You have to think that most people will search to find the services or products you are selling, for instance, a keyword that might benefit a pizza restaurant: “Pizza near me.”
Step 3: Use a keyword finder tool like Ahrefs or Google Keyword Planner and see how many people use this keyword. For instance, for a pizza restaurant located in New York, you can search the keywords “Pizza Near Me,” “Best Pizza In New York,” “Cheezy Pizza in New York,” and so on. Similarly, if you want it to do for a non-profit that is working for homeless people in New York, you can use the keywords “NGO for Homeless NY,” “Non-profits working for Homeless in New York,” “Homeless People NY,” and so on.
Step 4: Study your competitors too through SEO tools and see what keywords they are using; for example, as for your pizza restaurant, you might know the famous pizza restaurants that will be your competitors, so you have to see what keywords they are using, and you can incorporate those too.
Step 5: After getting your keywords, incorporate them into your website’s content, and remember never to use AI-generated content, as it can make your website flagged by the Google Scroller.
Step 6: SEO is a long process but worth it; you must upload the content regularly and ensure it is up-to-date. It should have a keyword density of approximately 0.5–1 per 100 words.
Pay Per Click/PPC Advertising
As discussed above, PPC is also one of the digital marketing strategies that can be used for businesses and the promotion of non-profits. The major benefit of this digital marketing strategy is that it has the potential to produce results instantly, but it is costly. So, it is recommended to use this technique in combination with SEO.
As we discussed, PPC is the advertisement that boosts your content to the top. When a user clicks on it, you have to pay to the search engine (Most commonly Google), and numerous businesses have used this digital marketing strategy to make millions. Still, the most important thing is the timing to run your PPC campaign and the selection of keywords.
Influencer Partnership
There are numerous influencers on Instagram, TikTok, and YouTube, and you can easily coordinate with them to promote your goods/services, and as a result, you have to pay them. For this digital marketing approach, again, you have to ensure about the audience that watches that influencer and your target audience. For example, if you are selling high heels sandals, you have to search for the influencer whose audience is young females, as they will also be your target audience.
Case Studies In Digital Marketing
LockNLube Social Media and E-Commerce:
LockNLube, a famous company, faced a challenge with its sales and felt the need to revamp its digital marketing strategy. They started reworking their Amazon landing page and digital marketing campaign on TikTok.
This amazing digital marketing strategy increased their sales to 54% YOY. The clicks on their ads on targeted keywords also increased by 21%.
Gump’s San Francisco
Gump’s San Francisco was facing difficulty in sales, so to overcome it, it partnered with Single Grain, and collectively, their sales were boosted incredibly through the help of a perfect digital marketing strategy. With the assistance of their perfect digital marketing strategy, they witnessed a 92 % year-on-year increase in sales volume, a 79 % rise in revenues, and the whole return on investment campaign linked to cross-selling promoted through Google Search. Further, repeat customers grew at a remarkable rate of 32%.
Hestan Culinary
Known for its professional-grade cookware, Hestan Culinary faced a problem: They needed help targeting buyers. The company thus adopted a full-funnel digital marketing strategy incorporating programmatic ads delivered by Stackadapt to solve the problem. It took a month, and BOOM: 218 % more conversions. This is just how effective a full-funnel approach to online marketing can be.
Wrapping Up!
Digital marketing strategies are imperative for businesses and non-profits to reach audiences globally. Traditional marketing approaches cannot work as they will be too costly and require thousands of formalities, but with the help of the Internet, you and your company can target any population around the globe. You just have to follow some rules and research, and you can run a successful digital marketing campaign cost-effectively.
Linda Handley is a community builder, funding expert, speaker, and online educator.
She loves collaborating with nonprofits and creative entrepreneurs to build nonprofit strategies and plans. Her focus is on helping organizations grow and expand their impact.
Originally published at https://www.lindahandley.com on July 10, 2024.