A Comprehensive Guide to Pay Per Click Marketing for Nonprofits

A Comprehensive Guide to Pay Per Click Marketing for Nonprofits

Nonprofits help the community through advocacy, volunteerism, giving, and much more, but without a steady stream of revenue and volunteers, it can be hard to make all that happen. The Legacy Theory is more than just a digital marketing company. We want to make the world a better place and helping nonprofits with pay per click marketing is one way we can help.

We care about you and the people you serve. For us, it’s not about the bottom line, but how much good we can do in the world. Pay Per Click advertising can bring in volunteers, donors, and spread your message, but only if done correctly.

We’ll help you understand PPC advertising and how it can work for you.

What is Pay Per Click Marketing?

When you see ads at the top of search engines, on YouTube and websites, that’s PPC marketing. Google Ads as well as several social media websites have PPC advertising, but it’s important to choose the ones that work best for you.

How does Pay Per Click work? You set up ad campaigns based on keywords and then target specific demographics of people. You must place bids on those keywords. When someone searches for that or a similar keyword, there is a chance your ad will come up.

It does require an upfront budget, but the ability to target the audience means it only reaches the people you want. For example, if your nonprofit needs donors, then the ad can target people of a specific income range.

If you serve a geographic area, then you can target only people within that range.

One advantage nonprofits have is they can receive up to $10,000 in FREE Google Ad Grants per month. Check out our free ebook and learn all about it.

Management Is Key to Success

Many nonprofits choose to run their campaigns with the help of volunteers, but unless you are vigilant and know the PPC platforms well, you could end up losing money with little return.

The key to PPC success is looking at how much you spend, the makeup of the ads, your landing page, and other analytics. You make changes to improve your return on investment and bring qualified traffic to your site or through your doors.

PPC can be a major boon for nonprofits, but only if the campaigns are run professionally. We can help set up the accounts for you and keep an eye on them to maximize their efficiency. We’re experts in PPC for nonprofits.

Develop Landing Pages for The Ads

The PPC ads bring people back to a page on your site. It can be any page, but if you want to maximize your ads, then create a landing page specific for that ad. For example, if you’re looking for donors, then have the ad point back to a landing page that explains your needs and has a call to action for donations.

If it’s volunteers, then create the page around what they’ll be doing and how it helps the community with a call to action signing up to be a volunteer.

The landing page is a vital part of the PPC marketing strategy.

Start Your PPC Campaign Today

The Legacy Theory cares more about helping people and nonprofits than the revenues in our pockets. Don’t try and create your Pay Per Click marketing strategy without consulting us.

If you want to learn more about nonprofit digital marketing and PPC advertising, then please contact us today.

5 Examples of Digital Marketing Tactics That Actually Work in 2020

5 Examples of Digital Marketing Tactics That Actually Work in 2020

Executives believe that almost 50 percent of their revenue will soon be driven by digital marketing. It shows the power of digital marketing and how it’s working for businesses. However, although digital marketing is effective, your business still needs to have a strategy in place. It needs to have tactics in place. You need to look at examples that can drive leads to your business. It will help your business profit with social media advertising, PPC, SEO, or other forms of digital marketing. 

Here are five examples of digital marketing tactics that actually work in 2020.

1. Blogging

Blogging is a marketing tactic that can benefit your business. There are already over 600 million blogs

It shows how prevalent blogs are and how common they are for businesses. Blogs are used to educate audiences about an aspect of someone’s business. It’s also used to drive traffic to someone’s business with the proper SEO. 

2. SEO

As you create a blog, you want to make sure that it is search engine optimized, otherwise known as SEO. That means writing content with specific keywords. 

If your blog content is optimized, it will rank higher on Google. More people will find it on the first few pages rather than having to go all the way to page 10. 

It’s important to look at SEO strategies such as keyword competition and ranking, meta description, and more.  

3. Social Media

Nike’s marketing tactics are often promoted on social media. They show ads on social media that convey their brand. 

Posting or advertising on social media is another marketing tactic that can help you spread brand awareness. It can help you engage with your audience. 

You can post pictures or videos about your business that allows your audience to engage more with your business. 

If you’re unsure about how to much to spend on social media, here’s a blog post that can help. 

4. PPC

Pay per click is another marketing strategy that allows you to put your business in front of people. 

It’s when someone visits a website and sees your ad on it. If they click it, they will be directed to your website. 

PPC is a great way to drive traffic to your website. It’s also an effective way to expose your brand to a wider audience.

5. Ebooks

Lastly, eBooks are a great way to educate people about your business. 

An ebook can also be a lead magnet that helps you build your email list. An ebook is designed to show your authority in a specific niche.

Another benefit of ebooks is that they are accessible on any device. So anyone can download it and learn what you have to say about a specific topic. 

How These Marketing Tactics Examples Can Help Your Business

These examples offer some insight into what other businesses are doing and how you can adopt a similar model. It shows how you can separate yourself from other businesses by what you represent. 

In addition, these tactics can help you better connect with your target audience. You are also defining your business and your brand with these tactics. 

If you have questions about marketing tactics and how to help your business stand out, you can contact us here

Defining Content Marketing in Today’s Digital Landscape

Defining Content Marketing in Today’s Digital Landscape

Around 90% of the best content marketers believe in educating their audience rather than selling them something. 

If the top content marketers believe that, then it’s something your nonprofit should consider. In fact, content is the perfect way to warm up your audience instead of straight pitching them. 

Content is a way to educate your purpose, your message, and how the different ways it can help them. 

If your nonprofit is considering a blog or generating content on a weekly basis, it’s important to know what digital content marketing is. 

Here’s a guide that can give you some insight into everything you need to know. 

Know Your Content

Before you write content, you need to know everything about it. If you’re going to have a blog on your website, you need to know everything about your niche in order to write content that represents you as an authority. 

Content marketing is about creating a blog or some form of content on your website that is intended to educate your audience. You have to know what they are thinking so you can help them.  

Know Your Audience

Knowing your audience will guide your content. It will help you create content based on their needs and their problems. 

All of your content should be based on answering your audience’s questions. It’s about creating content that informs them and helps them. 

You should know this about your audience: 

  • Age group
  • Demographic
  • Location
  • Interest 
  • Behavior

These characteristics of your audience will help you create more refined content that attracts your ideal reader. 

Publishing Content

Lastly, after you know your audience and your content, you will need to figure out the best way to streamline your content.

That means putting it on social media so people can read about it. That means creating an email list so you can notify them that you have a new blog post that was just released. 

How you publish content and how you promote it is really important if you want to generate more readers. If you want to attract a wider audience, consider email marketing and social media posting to help execute and share your content. 

It’s the best way to generate organic traffic without having to pay for ads. You can create a huge following by publishing content this way and not have to worry about paying to promote it.

If you want to schedule a consulting appointment to figure out your content strategy, you can visit our website here.

Why It’s Important to Know About Content Marketing 

Now you know everything about digital content marketing for your nonprofit. You know what it is and how to create it for your target audience. 

It’s important that you know everything about your content and who you’re writing to in order to gather traction on your articles. The more refined your content is, the more the target audience will find it helpful. 

If you need help with creating content, you can contact us here

A Quick Guide to Cause-Related Marketing

A Quick Guide to Cause-Related Marketing

Did you know that cause sponsorship was predicted to reach $2.23 billion in 2019, which equated to an increase of 4.6 percent in 2018? Cause related marketing is a growing industry and cause based marketing is not only good for your bottom line, but also for the betterment of society. 

Are you thinking about investing in cause-related marketing? Keep reading to learn everything you need to know about this type of marketing.

What is Cause Marketing?

Cause marketing is typically a marketing effort put on by a for-profit business in collaboration with a non-profit organization. Cause marketing is also the term used when a for-profit company leads a charitable cause. You can think of this type of marketing as when business and social good come together. 

Why would a company want to take part in cause marketing? Companies often have corporate social responsibility pledges in order to give back to the world. This is one way that a company might work to fill that corporate need. 

In 2018 donations by companies increased, while individual donations decreased. This means that cause marketing partnerships are more important than ever. 

Nonprofits partner with for-profit brands in cause based marketing efforts to elevate their organization, increase awareness for their cause, and raise funds. Cause marketing efforts can lead to free press for both the nonprofit organization and the for-profit business. It is often a win-win situation for all parties involved. 

How to Start Cause Marketing Programs

Cause related marketing is a method to get behind. If you’re a non-profit this is a good way to find donors and build donor relationships. If you’re a for-profit business its a great way to increase ethical contributions to your community. 

Start your cause marketing program by creating your strategy. Your strategy should include a cause, a specific nonprofit, or a company that you will work with. Try to work in tandem with the nonprofit or for-profit business so that your goals and strategies are aligned. 

Now it’s time to create your tactics. How will you reach your target audience? It is essential to select the proper communications channels for your campaign to reach the right people. 

Tactics may include events, digital marketing, direct mail marketing, and/or traditional earned media. Work to find the best platforms for your organization and needs. 

Once your strategy, goals, and tactics are laid out it is time to start promoting. Use emotional ties to attract your audience. Create compelling content for your campaign to engage potential donors for your cause. 

After your initial campaign launches, it is important to measure and benchmark your success. Take these learnings and use them in the strategy for your next cause based marketing campaign. 

Get Involved in Cause Related Marketing

Now that you understand what cause related marketing is, it is time to get started. If you are looking to work with an organization that works from the heart to help you meet your goals while changing the world, The Legacy Theory is here to help.

Contact us today to start leaving a legacy! We are excited to partner with you.