Next-Level Digital Marketing: A Multi-Channel Approach [Part Two]

June 6, 2022

Part one of this blog series was all about establishing a solid digital marketing foundation. If you’ve done so, now you may be thinking — “what next?

When crafting your digital marketing strategy, it’s important to not simply maintain the infrastructure you’ve established in the form of your website, your social media channels and your search results — but to build upon that through new channels and touchpoints.

By shifting your digital presence to a multi-channel approach, you’re allowing your message to spread further and more effectively. As with any marketing strategy, engaging with your audience to build that awareness, establish trust and ultimately lead to a relationship is key. And there are significant opportunities online to amplify that process beyond the basic fundamentals.

Whether it’s a volunteer being served a display ad on a site they were searching followed by a follow-up message on their mobile device, or a donor receiving a text reminding them of an immediate impact they can make in their community and prompting them to explore more in a live chat, each touchpoint is strategically working toward the ultimate goal of an established relationship and cohesive donor journey.

Through a comprehensive, 360-degree approach, your organization will stay top-of-mind with the right minds.

Ready to take things to the next level? Let’s walk through a few tactics that generate those highly impactful extra touchpoints.

YouTube Marketing
By today’s digital standards, YouTube could be considered the grandfather of video-based social media. But through its partnership with Google and constant desire to innovate its platform, YouTube remains an established medium that delivers results. In fact, one-third of total time online is spent watching videos, and YouTube has more than a billion active users.

YouTube can serve as a one-two awareness punch in the form of both organic, created content and paid advertising. Even as its parent company Google is the undisputed #1 search engine on the internet, YouTube is right behind it as #2 — meaning the audience you’re looking for … is probably looking there. It can help improve your SEO and overall brand presence across the digital landscape.

Looking to build upon your Search Engine Optimization strategy? Look no further than YouTube, the world’s second-largest search engine. Adding YouTube SEO to your digital marketing strategy can impact your exposure and reach in a major way!

TikTok, Snapchat & Instagram
YouTube is not the only creative social platform delivering results. Tons of video-focused social networking apps are making their impact in the nonprofit world, boasting even more creative content and an audience stunningly receptive to it. Platforms like TikTok, Snapchat and Instagram (Reels) are giving new life to social media. With a strategic and creative plan, that same breath of fresh air can generate results for your organization.

As of January 2022, TikTok alone had one billion monthly active users worldwide!

Connected TV (CTV) & Over-The-Top (OTT)
Viewers are increasingly switching to streaming services for TV and music consumption as opposed to cable and local radio. That’s why we’re proponents of programmatic marketing, including Connected TV (CTV) and Over-The-Top (OTT). These channels are instrumental to meeting your audience where they are — with relatively little investment.

Programmatic Radio
Another emerging form of innovative digital marketing is programmatic radio. In the same way audiences are cutting the cord in favor of streaming services, listeners are relying less and less on the radio airwaves and personalizing their experiences through streaming radio services and podcasts. You can segment based on location AND personal preferences through programmatic radio to deliver a specific message that the listener is most likely to take action on after receiving it.

IP Targeting

IP targeting is a digital marketing method that involves targeting consumers using their IP address and delivering online advertisements accordingly.

At this point, you may be picking up on a critical thread that runs through all of these tactics: the ability to target audiences on a more specific level. Location, age and gender are the foundation, but through these innovative new digital marketing opportunities, we can target viewing and listening tastes, personal preferences, AND their Internet Protocol or IP address. By delivering personalized content to a user’s mobile or desktop device based on location, we can ensure that message will have its maximum efficacy in reaching the right person at the right time.

Strengthen Your Digital Marketing. Promote Your Mission. Get Results!

Digital marketing is no longer an optional tool for nonprofits to use as a secondary strategy to direct mail fundraising. It’s essential. Your organization can make the most of these online resources by implementing a strategic approach, beginning with the fundamentals, that will meet your donors, volunteers, customers and clients where they are, engage them and ultimately move them to action.

Need help in the strategy department? We can help with that! With over 30 years of experience in multi-channel innovative fundraising, Summit Marketing has earned a reputation as one of the nation’s most effective integrated direct-response marketing agencies.