Marketing tactics can be thought of like pasta – there are many shapes and sizes, and infinite ways to turn them into your own “flavorful” creation with your message! As you decide which marketing tactics listed below are the best choice, ask yourself which tactics:
- Best serve the community you want to reach
- Will most likely support strategy goals
- Are the most realistic for implementing in your organization
Here are 11 marketing tactics for you to consider, so you stir up your own mixture to take your marketing to the next level!
Email Marketing
It almost speaks for itself: Email marketing is when you send emails to your community to provide updates, say “thank you,” or simply stay in touch with a holiday greeting. It’s cost-friendly and easy enough to build a list of email contacts from your community. To capture email addresses, you can:
- Offer free downloads that will be sent to people’s emails
- Host a contest with email submission as part of the entry form
- Ensure people register and provide their email addresses for any events you hold
Social Media
Most people have an account with, or know about at least one of these platforms: Instagram, Twitter, Facebook, Linkedin, and TikTok. Social media is a great way to connect with your community. With these platforms, you can:
- Create shareable images and infographics
- Partner with influencers
- Post valuable information that can be utilized in multiple ways
- Share stories of the community you serve using your services and programs
Community Events
Community events can be in-person or online, and are a great way to bring people together for social interactions and shared experiences. You can host, sponsor, or attend events that your target audience is attending, such as:
- Webinars
- Livestream or in-person conferences
- Meet n’ greet events
- Fairs or festivals
Content Creation
Content is information you create and provide for your audiences – it can be text, images, or videos. To attract more visitors to your website, include written content (such as blog posts) with keywords your audience is likely to search for. This, in turn, allows search engines to rank your website higher in results.
Other examples of content creation tactics include:
- Creating podcasts
- Guest blogging or interacting on forums relevant to your organization, such as the Reddit Asian Identity Community if your audience includes Asian Americans
- Developing videos for your website, YouTube channel, or other social media sites
- Using content management systems (CMS) platforms, such as WordPress or Textpattern to help you create, edit, and schedule content, track analytics, and more
Network Online
Using social media sites or joining relevant professional associations lets you network with your community, potential partners, or mentors to share information and knowledge. Examples of sites or associations to join include:
- Be Social Change Group
- Meetup: Nonprofit Executive Directors (NED) Group
- Social Enterprise Alliance (SEA)
- Valence community for Black professionals, innovators, entrepreneurs, and creatives
Local Listings
Local listings are directories that list your organization’s information and/or services. They help people find your organization when they are searching relevant directories. To leverage this marketing tactic, make sure to:
- Regularly update your organization’s information, especially contacts
- Ask for reviews on any listings with this option, such as Google My Business
- Respond to both negative and positive reviews to show engagement, and tailor each response to show active listening and feedback consideration
Partnerships
Not every organization has to be a competitor, especially when you come together in a partnership that is beneficial for both of you. Collaborating with other organizations can help you reach a wider audience at lower costs. You can:
- Partner with local communities or events
- Sponsor related events
- Launch a promotion combining your organization’s complementary services
Media Outreach
Many people get their information from the media, and using them as a source to share about your organization can reach a wide range of audiences. You can connect with print, traditional, or online media, such as:
- Writing articles or submitting press releases to newspapers and magazines
- Appearing on radio or television shows
- Being a guest on news or community podcasts
Optimize Website
Nowadays, with everyone online, people like to visit an organization’s website to learn more or confirm your organization is legitimate. Optimizing your website means making it easy to access and look through. Make sure:
- Information on your site is up-to-date
- You don’t have any dead/broken links
- Your website is mobile-friendly
Customer Testimonials
Testimonials are feedback given about your organization that you feature on your website or marketing materials. By having words from people you serve or featuring case studies, it adds a strong sense of authenticity to your organization. You can request testimonials by:
- Sending emails or text requests
- Interviewing people or asking for feedback after events or programs
- Distributing surveys to your community
Advertising
Advertising is when you pay for a space to promote your services and programs. It helps you share your message and showcase your programs or services to your community, so people who might not know your organization will learn about you. You can advertise through:
- Social media (i.e. Google Ads, Facebook Ads, etc.)
- Online and print publications, such as magazines and newspapers
- Printed materials (posters, flyers, billboards, etc)
Yes, this all might seem like a mouthful, but don’t panic! Save the infographic at the top of this post for an easy reference guide. Also, if you want to know why a marketing mix is essential, head on over to our recent blog post, which includes our personal favorite tactics.
