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How Nonprofits Can Use Social Media To Increase Donations And Boost Visibility

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Take advantage of the unique opportunities social media can offer your nonprofit organization.

© Indiloo – Adobe Stock

By Jacqueline Tabas

Amidst the Covid-19 crisis, nonprofit organizations have faced onerous financial burdens. There has been a high demand for their services, which taxes their resources, yet their ability to bring in volunteers and host in-person fundraising events has been limited.

Nonprofits rely on donations in order to survive, and during the pandemic, fundraising has become even more challenging. As a case in point, The Salvation Army reported in December that fundraising was down 18% compared to prior years.

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However, thanks to the power of social media, there are strategies nonprofits can use to achieve their fundraising and marketing goals. As people become more comfortable with their digital devices during the pandemic, they provide nonprofits with a captive audience for engagement.

If you run a nonprofit, here is how to take advantage of the unique opportunities offered by social media to increase the success of your organization.

Benefits of social media marketing for nonprofit organizations

Social media is an effective marketing tool for a nonprofit organization. Some of the key benefits include:

  • Social media significantly increases an organization’s reach (billions of people use social media).
  • Social media spreads the word about an organization’s mission.
  • Social media postings are free.
  • Social media attracts new donors and keeps existing donors engaged.
  • Social media assists in growing a network of volunteers.
  • Each social media posting can include a link to the organization’s donor page.
  • Interactive content posted to social media allows the audience to participate and feel more engaged.

Many well-known nonprofit organizations, have employed social media tactics in successful marketing campaigns:

World Wide Fund for Nature: The World Wide Fund for Nature created a successful interactive content campaign called Earth Hour. The annual Earth Hour campaign requests that people turn off their lights for one hour and uses the #EarthHour hashtag (among others) to invigorate followers. In 2020, 90 countries and territories took part in the event and it generated over 4.7 billion global social media impressions.

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Make-A-Wish Foundation: The Make-A-Wish Foundation has granted wishes to a myriad of children since 1980. Reportedly, the Foundation’s efforts fulfill a child’s desire every 40 minutes in the United States. Make-A-Wish shares all its video wishes on its YouTube channel. Videos of the children receiving their wishes are also published on the foundation’s website as well as its Facebook and Twitter accounts. This strategy has increased Make-A-Wish’s interaction. You can view the success of their efforts here.

Save the Children: The goal of Save the Children is to improve the lives of children around the world. Notably, the organization targets children living in war zones. Save the Children created a video where a Western child was shown in a situation that a child living in a war zone would face. The footage helped donors better understand and empathize with these children and was responsible for a multitude of donations and video shares:

Amnesty International: Amnesty International uses Twitter to raise awareness of ongoing campaigns and current social issues. Its Twitter profile has 4.2 million followers and has posted nearly 33,000 tweets.

Wings of Rescue: Pet rescue organization Wings of Rescue transports at-risk shelter pets from disaster areas and overcrowded shelters to shelters with empty kennel space. The organization has done a great job posting videos on YouTube, images on Instagram, and posts on Facebook to bring in donations.

Most popular social media platforms for nonprofits

While there are many social media platforms out there, here are the most popular ones used by nonprofits:

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Facebook

With over 2.8 billion monthly active users, Facebook continues to be the most popular social media channel.

Facebook success strategies:

  • Most successful posts on Facebook are short because people generally do not like to read lengthy paragraphs. If you write a long post and the action link is at the end, there is a chance the viewer may never see the donation link. Ideally put the donation link at the beginning of your posts, followed by brief copy.
  • Including hashtags on Facebook posts helps popularize your nonprofit’s content and helps you gain more followers. If you utilize the hashtags that potential donors typically use, this will improve the page’s visibility and hopefully generate more donations.
  • Another way to gain more followers on a Facebook page or Facebook group is to run ads on Facebook. The Facebook Lookalike Audience tool helps you target people similar to your supporters and donors to increase engagement.
  • Share live events on Facebook. Live events allow supporters to see real-time updates of a fundraising event and inspires them to donate within the moment.
  • Consider generating a Facebook survey to boost engagement and followers.
  • Ask followers to share their connection to your organization by posting on their status section with a tag to your nonprofit.

YouTube

With over 2 billion monthly active users, the online video-sharing platform owned by Google is extremely popular. Many businesses, nonprofits, and influencers use YouTube to market their products and services.

Video content is more expensive and time-consuming to create than articles or images, but this type of content has the biggest engagement among audiences. With your nonprofit, you can set simple, yet stylized ways to shoot content, even from your office (or home office).

YouTube success strategies:

  • A YouTube channel is an essential component of a social media marketing program. Your nonprofit should have an established, central channel that is search engine optimized. You might even make money from your YouTube channel if it becomes popular.
  • Educational videos and content create awareness of the issues of importance to your nonprofit and are good ways to make your brand visible on YouTube.
  • Sign up for a free Google for Nonprofits account at google.com/nonprofits and click on the “Get Started” button. To create a channel and find an ID, click here. With a Google for Nonprofits account, you can raise money via YouTube without requiring donors to go to outside sources. YouTube has also implemented various features to help nonprofits raise money, such as:
  • Fundraisers, which resemble Facebook fundraisers. They display a donate button next to the video or livestream.
  • Community Fundraisers are when multiple YouTubers target the same cause to raise money on various channels.
  • Campaign matching is when other businesses or YouTubers show their matching pledges during fundraisers or community fundraisers.
  • Super Chat allows users to pay to have their messages emphasized during a live chat with numerous participants. Super chats are popular forms of advertising during fundraisers and community fundraisers.

Additionally, Google covers all of the starter fees, so that nonprofits will receive the maximum funds raised.

Instagram

With over one billion monthly active users, Instagram is a video and photo-sharing app owned by Facebook. It is popular among 18 to 34-year-olds.

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Instagram success strategies:

  • Hashtags are vital on Instagram and use them liberally when publishing content. Hashtags help build a following because people search for content and accounts by searching hashtags related to their interests.
  • Instagram offers the option to host a live event. Nonprofits can specifically use Instagram live events to share fundraising events, allowing followers to participate actively in donating.
  • Gain more followers by hosting interactive question and answer sessions through your Instagram stories.
  • Stories, in general, are viewed more than regular Instagram posts. People are more likely to look at stories rather than scroll through an entire Instagram feed. Highlighting your best stories will increase followers and inspire donations.
  • You can easily add donation stickers to your Instagram stories to inspire others to donate. In addition, by sharing your Instagram stories on Facebook, you allow Facebook followers to take advantage of the donation sticker too.
  • In your stories and posts, you can increase engagement and visibility by tagging other organizations or individuals whom you work with. Also when you create a story or post, Instagram has a feature that allows you to post your location, which gives your content a broader reach and further establishes your credibility. There are also ways to apply these same features to Facebook stories and posts, and you can publish the same content shared on Instagram to linked social media channels, such as Facebook and Twitter.
  • Reach out to influencers who may be interested in supporting your nonprofit, asking if they would be kind enough to include a mention of your organization in their content.

Twitter

With over 330 million monthly active users, Twitter is a site where users post and interact with other users via mini-messages called “tweets.” Many businesses have used Twitter to increase their visibility and engagement with consumers.

Twitter success strategies: 

  • It is vital that your message/bio in the “About” section of your Twitter profile contains a cohesive and clear message for people learning about you for the first time. Donors need to understand and care about your organization if they are going to donate.
  • A simple way to gain more followers on Twitter is to advertise your Twitter account on other social media channels. Connecting other channels in some form draws more followers and helps grow an account.
  • Always be concise in your wording, and if possible, support your tweets with images or videos.
  • Post often or daily to Twitter. Frequent posting with hashtags offers a greater opportunity for people to discover your organization’s content and account and provides more opportunities for engagement.
  • Increase your number of followers by engaging with other Twitter accounts. Social media is primarily about instantaneous communication. Vital social media thrives on reciprocity and interacting in the moment; engaging with related accounts inspires reciprocal engagement. When you interact with other users on Twitter, there’s a chance that those accounts will share your nonprofit’s account and content with their followers, which can lead to even more followers for you.
  • Live tweeting allows supporters to watch real-time updates of a fundraising event, increasing followers and donations. Similar to Facebook Live events, this could inspire people to donate instantly.
  • The Twitter Poll is an excellent tool to use. It allows you to create your own poll and immediately see the results. A poll inspires more engagement because it requires more effort than reading text or watching a video. Also, if people enjoy voting, there is a high likelihood they will share the poll amongst their followers, hopefully helping your charity gain more followers and boost engagement.

Pinterest

With over 469 million active monthly users, Pinterest is a platform for promoting, saving, and finding information via visual content, and has evolved as a way to showcase a brand, a business, or a nonprofit. It provides an optimal outlet to showcase strong visual content and can serve as an additional engagement tool to drive traffic to a nonprofit’s website.

According to Lisa Sherman, president and CEO of the Ad Council, “Pinterest is a place where people get inspired and then take action. Leveraging the platform gives nonprofits a unique, impactful way to share their causes and encourage people to support them.”

Pinterest success strategies: 

  • Infographics perform well on Pinterest. Posting infographics that share relevant and vital data about your organization eliminates the need for users to click on your website.
  • Pinterest is effective for collecting donations and even selling goods. You can use Pinterest to sell items related to your work, even if you already have a store on your website. Link your donation page to Pinterest images.
  • Archive donation landing pages from previous fundraisers. “Pin captions” can showcase past fundraising events. If a user is impressed with a pin that advertises the cause’s past success, the Pin could refer them to future, pertinent fundraising occasions.
  • Utilize Pinterest for networking purposes by following related accounts who may be interested in donating or following your organization. You can also connect with influencers who are passionate about your cause; influencers can promote the charity on their personal Pinterest accounts.
  • Promoting pins, especially donation-focused ones, is also crucial. Boosting such pins around important gift-giving-oriented holidays when people are more cheerful and generous is wise, especially since people browse Pinterest for gift inspiration.

LinkedIn

With over 310 million active monthly users and 740+ million registered professionals, LinkedIn is the leading employment networking platform.

Nonprofits can use LinkedIn to contact professionals involved in social responsibility or philanthropy. Large corporations have senior employees coordinating donations and partnerships with nonprofits, and these employees all have a presence on LinkedIn. You can use the platform to network with these individuals and develop advocates for your cause.

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LinkedIn success strategies: 

  • Business professionals use LinkedIn for networking; thus, connecting with a donor, especially during the pandemic, is the best virtual alternative to an in-person meeting.
  • Many nonprofits have had success using LinkedIn to acquire talent. LinkedIn can help you discover new team members, board members, and volunteers.
  • LinkedIn also has a “status” feature. Use the status update line to push relevant facts and ask supporters for donations.
  • Take advantage of the “groups” feature to join several groups closely related to your mission. Try to frequently post in these groups to create more visibility and gain more connections.
  • Post articles to LinkedIn. 

TikTok

With over 1.1 billion active monthly users, TikTok is a video-sharing social platform for short-form videos. It has become enormously popular with Generation Z.

With TikTok, you can create videos tied to emotional music, and intertwine the video with a trending hashtag. Inputting emotion and having a trending hashtag has helped TikTok videos go viral and garner more followers.

TikTok success strategies: 

  • When the Oregon Zoo posted a video of an adorable elephant swimming to a heartwarming song and affiliated it with an Earth Day hashtag, the video received 4.7 million views, 861,000 likes, and 2,561 comments.

Oregon Zoo TikTok campaign video

  • Dance challenges are popular on TikTok and a great way to inspire donations. The American Heart Association conducted a “Keep the Beat Challenge.” Supporters created videos of themselves dancing to “Keep their Beat.” The challenge promoted the American Heart Association while raising money and awareness for American Heart Month.

American Heart Association TikTok campaign video

  • Use TikTok to inspire involvement and donating through storytelling. The Save the Music Foundation shared videos of young, ambitious musicians playing their music, and used text overlays in the video to tell viewers their inspiring life stories as the video played. This allowed viewers to listen to each musician perform while being able to read how Save the Music impacted the person’s life.

Save the Music Foundation TikTok campaign video

  • Charities can take advantage of informative content as a means to spread awareness. For their National Walking Day Campaign, United Way produced a short video of two people walking while highlighting the health statistics of walking frequently and the safety measures to consider during Covid-19.

National Walking Day TikTok campaign video

More social media tips for nonprofits

Here are some general tips to keep in mind no matter what platform you use:

  • Postings should be regular and continuous. Organizations that are successful with social media will post once a day or more. An occasional posting does not successfully build an engaged audience.
  • Optimize your organization’s profile on each social media site with a clear mission statement, bio, and image.
  • Use relevant hashtags, such as #dogrescue or #cancercure. People on social media use hashtags to find content and accounts pertaining to their interests. Be careful not to overuse hashtags because this makes the content of the post less relevant or visible than the hashtags themselves.
  • Consider scheduling regular postings with software tools such as Hootsuite or Buffer.
  • Monitoring the analytics of your postings is important to enhance your marketing strategy. For example, you can monitor the number of follows, likes, comments, and the traffic to your website from your social media postings.
  • Use interesting visual content.
  • Ensure that each post links to your organization’s website and particularly to the donor page.
  • Use call-to-action words in postings, such as “please help,” “please like,” “please retweet,” and other such phrasing.
  • Invest in videos—videos can result in 12 times more “shares” than text and images.
  • Make sure that your website promotes social media icons on every page.
  • Use humor and funny images when appropriate.
  • Tread lightly on controversial subjects.
  • Be prompt when engaging with your audience, answering questions, replying to comments, and responding to messages.

Additional marketing strategies for nonprofits

Consider the following marketing strategies to supplement your social media program:

  • Crowdfunding. Your nonprofit can fundraise virtually via crowdfunding. Crowdfunding is an excellent way to attract a large group of people to donate small quantities in unison, and there are many ways to share crowdfunding goals on social media channels.

For example, GoFundMe.com reported that a five-year-old boy wanted to help less fortunate children during the holidays. He led a 20-minute meditation session and then asked his attendees to donate to the Coalition for the Homeless in his name; he raised $30,000.

  • Email newsletters. Consider emailing a weekly newsletter to subscribers. This is a great way to keep your nonprofit at the forefront of people’s minds. Newsletters can include news updates, new images, new videos, references to the nonprofit on social media, links to donation pages, information about upcoming events, and much more.

You can then build up your newsletter subscriber list, which becomes a valuable asset to maintain engagement with clients or donors.

  • Content marketing. Employ content marketing strategies by creating articles for your website and other business sites. Stories should have links back to your website and especially to your donation page. These posts can help drive traffic and Google ranking. Nonprofits should employ content marketing strategies by creating articles for their website and other sites such as Medium.com or AllBusiness.com.

Social media—a cost-effective strategy

A nonprofit organization can use social media to increase donations and improve its visibility by successfully employing a comprehensive social media marketing strategy. Starting and implementing a coherent strategy may take a lot of time and effort, but it has been shown to be an extremely cost-effective marketing method for many organizations.

RELATED: 7 Rules for More Effective Social Media Marketing

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About the Author

Jacqueline Tabas is a content marketer and social media manager based in San Francisco. Jacqueline has extensive experience in content marketing, content development, blogging, copywriting, posting, and conducting analytics for Facebook, Instagram, YouTube, Twitter, and other social media sites. She has been an advisor on social media marketing to many organizations, including nonprofits, technology companies, retail companies, and fashion brands. Connect with Jacqueline on LinkedIn.

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PINTEREST

Social Media Marketing Trends To Watch In 2022

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social-media-marketing-trends-to-watch-in-2022-–-alist-daily

Marketers aren’t clairvoyant but they can keep a finger on the pulse of trends. To help brands stay ahead of the competition, HubSpot Blog surveyed more than 1,000 global marketers from B2B and B2C brands and a handful of industry experts to create a 2022 marketing trends guide, covering privacy and AI to social media and SEO. Ahead we break down HubSpot’s findings on social media marketing trends.

As HubSpot notes, 79 percent of Americans have some type of social media account while there are 3.7 billion social media users worldwide, making it a regular part of people’s lives and a critical tool in enhancing any marketing strategy.

Live Content Will Be A Leading Social Media Format

Among the social media marketers HubSpot polled, 68 percent reported that audio chat rooms such as Clubhouse are the most effective social media content while 59 percent report the same for live video.

Ninety-six percent of those investing in live audio content intend on spending the same amount or more on it through 2022. Live video, on the other hand, is reported by 9 percent of respondents as driving the largest return on investment (ROI) of all social media formats. These formats enable brands to connect directly with audiences in a meet-them-where-they-are context while discussions range from current issues and events to the brand’s stance on those issues to the products and services themselves. 

The authenticity and dynamic nature of this format can’t be matched as heart-to-heart conversations may be interspersed with expert opinions, Q&A-style discussions, how-tos and entertainment.

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TikTok Will Continue To Gain Brand Interest

TikTok began to go viral roughly three years ago, sparking a new medium through which brands can connect with audiences without sounding sales-y. The social media app now boasts 1 billion global users and caters to a vast array of audiences. Having recently launched a number of advertising and marketing features for businesses and creators, TikTok has positioned itself front-and-center in the race to secure the highest quality content, the highest number of users and creators and brands that will continue engaging with it for marketing purposes.

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Sixty-seven percent of marketers intend on increasing their TikTok investment in 2022 and 10 percent of marketers who employ some sort of social media into their overall marketing strategy intend on investing the most in TikTok throughout 2022.

Most Marketers Will Concentrate On Three To Five Social Media Platforms

Of those social media marketers polled, 64 percent use three to five platforms, 11 percent use one or two, and 7 percent use seven or more. Managing three to five platforms allows brands to expand their reach to a variety of audiences while allowing for their marketers to engage with each one without exhausting their bandwidth or producing low-quality content.

In order for a brand to determine how many platforms to be on, i.e., how able a social media marketing team will be at building an effective and engaging strategy, HubSpot suggests answering the following:

  • How many social media marketers are on your team?
  • Which social media platforms have audiences that best align with your brand’s targets?
  • How much time will it take to master a strategy on each of the platforms?
  • Which platforms, if any, will not benefit the overall marketing strategy right now?
  • Which platform’s content, if any, can be easily repurposed? (such as TikTok and YouTube Shorts)

Influencer Marketing Will Evolve From Trend To Common Marketing Tactic

When HubSpot asked global marketing professionals which trends they planned to invest in for 2022, 34 percent said influencer marketing, ranking it first and above other trends like mobile web design and short-form video marketing.

While 57 percent of respondents that currently leverage influencer marketing say influencer marketing is effective, 46 percent of them plan to increase their investments in 2022. Additionally, 11 percent say influencer marketing is the top ROI-generating trend they’ve tested.

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More than 56 percent of marketers who invest in influencer marketing work with micro-influencers, according to HubSpot.

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Video Marketers Will Keep Content Short

HubSpot found that short-form content is the second most effective trend marketers are currently utilizing. Short-form content requires less bandwidth and aligns well with the fast-paced attention spans of online audiences in a variety of demographics

More than 31 percent of global marketers currently invest in short-form video content, 46 percent of them consider the strategy effective when it comes to performance and engagement. In addition, next year 89 percent of global marketers plan to continue investing in it or increase their investment.

Permanent Social Media Posts Could Overtake Ephemeral Content

Brands have observed that permanent social media content—namely standard posts, videos and live events that live on a platform’s feed and can be viewed again days later—might be more effective than ephemeral content such as Instagram Stories and Snapchat.

HubSpot’s survey results show that 44 percent of global marketers plan to increase their investment in permanent social media content, while 8 percent say it generates the most ROI compared to other marketing strategies they leverage. Meanwhile, 25 percent of respondents cited ephemeral content as the “least effective” trend they invested in.

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Lastly, 37 percent of marketers said they plan to decrease their investment in ephemeral content.

However, HubSpot cautions against writing off ephemeral content completely as it can still provide other brand awareness benefits and unique content experiences.

According to Kelly Hendrickson, a social media marketing manager at HubSpot, Instagram Stories’ fleeting design and fun editing options give brands a new strategy for producing content that varies from their other social media content.

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“Instagram can organically serve up a wall post across a wide span of time, so there’s less of an opportunity for brands to be timely (who wants to see New Year’s post when they’ve already given up on their resolutions?!). Since Instagram users are more active on weekdays, during the standard workday, it seems users are looking for a break,” Hendrickson said.

Hendrickson urges marketers to remember that the combination of a running clock and a lively audience presents a big opportunity for brands to lean into quick, in-the-moment content that showcases the light-hearted side of their brand, adding that succinctness and clarity are key in content.

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Getting the Most Out of Shopify

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Getting the Most Out of Shopify

The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

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Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

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  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events

4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

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Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

See also  Social Networking Services Market 2021 On-Going Trends, Growth, Future Prospects by Players ...
  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

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Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

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  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events

4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

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Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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Ifeoma Ozoma: US tech whistleblower helping others speak out

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Being a whistleblower comes down to careful preparation but also an eye trained for dirty tricks, said Ifeoma Ozoma, an ex-employee of several Silicon Valley giants turned revealer of tech world wrongdoing.

“I planned it like a program or product launch. Obviously the experience is something very personal, but I approached it like work,” she told AFP.

While Facebook whistleblower Frances Haugen has become a figurehead for the fight against social media’s faults, there are others in the tech world, like Ozoma, who have also taken big risks to stand up.

An African-American, former policymaker relations specialist for Google, Pinterest and Facebook, she continues to work for ethics in tech, but from the outside, via her consulting firm Earthseed.

She has marked a first big success via the recent adoption in California of a law she co-sponsored, called “Silenced No More.”

Starting in January, this law will prohibit employers from using confidentiality clauses to prevent victims of harassment or discrimination in the workplace from speaking out.

In mid-October, she posted online a guide for whistleblowers.

“The difference with tech companies and other industries is on the power that they wield, but also they pretend they’re better for workers, consumers, society than more traditional industries,” she told AFP. “That’s just not borne out in reality.”

– Keep the emails –

A Yale University graduate in political science, the 29-year-old was born in Alaska to Nigerian immigrants.

She left Pinterest at the end of May 2020, with six months of salary, after months of making complaints internally and also to the state of California, accusing the social network of discrimination and racist retaliation.

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She said the company paid her less than if she had been a man, but she also complained about their lack of action after a colleague posted her personal details online to expose her to anonymous harassment.

In mid-June 2020, as the Black Lives Matter anti-racism movements were in full swing in the United States, her damning account on Twitter of her experience sparked a scandal for the company that had largely avoided controversy.

“Pinterest, told a number of reporters that the CEO had no knowledge of me being doxxed… and I was essentially making up a story about him being aware,” Ozoma said.

“I knew that it was something that would probably come up later. And so I had the emails,” she added.

The accused firms try to discredit whistleblowers by many means, said Libby Liu, the director of Whistleblower Aid which is working with Haugen.

“They will throw up against the wall every discrediting thing they can think of, through like every media organization on the face of the Earth,” she added.

– Losing their health insurance –

The whistleblowers that come forward often have a lot to lose.

“Just one example here in the United States — because our health care is tied to our employment — when you decide to whistle blow, you’re also making a decision for yourself and for your family to lose access to your health insurance,” Ozoma said.

“That is not a small thing to ask of people,” she added.

Whistleblower leaks and damning media reports have tarnished Big Tech’s image, but they have had limited tangible consequences for Silicon Valley.

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In fact, Haugen’s oft-repeated accusation that Facebook puts profits over safety is not entirely new.

“There are countless nonprofit organizations and reporters, who reported on the exact same thing for years,” said Ozoma. “It remains to be seen whether anything fruitful will come of it.”

But from anti-sexism protests at Google in 2018 to warnings from former top Facebook officials, the pressure for change is steady.

After Ozoma spoke out at Pinterest, other female workers did too.

The company paid $22 million in December 2020 to Francoise Brougher, its white, former COO to settle a gender discrimination lawsuit.

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