The digital space is crowded. Regardless of permission-based vs. interruption-based channels, there is an overwhelming amount of content and subsequent reader fatigue. How can you add to the marketing mix without another digital “thing?” Direct mail. Yes, it’s still relevant. No, you don’t need to blow your budget on a fancy, glossy brochure.

Have limited resources to invest in marketing? You are not alone, and it's feasible to have a successful marketing program on a tight budget. It is also an opportunity to maximize creativity and efficiency, and prioritize what must get done over what’s nice to have.

Social media has infiltrated our lives. From scrolling through our feeds, sharing moments of our lives with friends and family, or promoting our business, engagement is what drives the allure to social media. Just like everything else, platforms are always changing and introducing new features which means we constantly have to shift our approaches and behaviors. Aiming for likes will not yield a meaningful impact.

Content creation is a multifaceted effort. While there is time-sensitive, as well as transactional information that needs to be shared, there is also value-rich content that doesn’t have a calendar stamp assigned and has a lasting impact. Cue evergreen content–no matter when you read it, it still rings true. But how do you create content like this?

Followers and website visits only tell part of the story. You must have a pulse on how much your audience cares about what you are posting and writing about. If your content isn’t resonant, your conversion cycle will stop in its tracks. You actually remember the previous year

Sure, you can run a M+M in Q2. Or Q4. But do you have a fresh sense of your marketing activities from six months prior? Let’s assume no.

When it comes to marketing your organization, effective, differentiated, and planned marketing cannot be overstated. There are constant demands to create meaningful impact, engage the unengaged, raise more money, build more awareness, and on and on. Marketing departments at many nonprofits, schools, and small businesses are perpetually understaffed (yes, I said it).

Embracing Artificial Intelligence (AI) in marketing can be a game changer. That is, if it’s used correctly and, when drafting content, NOT USED VERBATIM.

An organization’s brand is multifaceted. There are visual elements and written components, the latter of which stretches from the core mission to key messages. Somewhere in between is the face of the organization–the CEO, the Executive Director, the Head of School, etc.

While it can be difficult to measure the impact of your organic social media, website analytics, traditional advertising, signage, and more beyond views and engagements, these channels are necessary to amplify the WOM message. Digital marketing yields memorable engagement opportunities that aren’t possible with human-to-human interaction. Should a crisis occur (hopefully not), your digital channels are critical for information sharing. They also allow for controlled efforts to building and maintaining brand awareness and equity.

In a noisy world, where messages need to be seen and heard multiple times, but the personal touch is of utmost importance, the confluence of word of mouth and digital/traditional marketing are complements and truly provide a well-rounded and effective experience for the customer.

Marketing is often a game of patience. Results do not come overnight and you might will trip and slip on the way to success, especially if your business/organization is in its infancy. Before you can expect to “sell” your product or service, your target audience must: 1) know about it 2) see it at least a half-dozen times 3) understand how it solves a problem or creates awareness of a problem they didn’t previously know they had and 4) see why it’s different from others in the space.

Considering budgeting for marketing support in 2023, but not sure where to start? If you are on a calendar fiscal year, it's highly likely that your budget season is in full swing, and perhaps even finishing up the process.

From strategy to planning to social media management, there are many ways to slice and dice your marketing, and maximize the budget dollars that are available to you.

As a consumer, do you appreciate a welcome email or series of emails when you subscribe to a newsletter or email list?

Perhaps a personalized salutation makes you feel as though the company is speaking directly to you.