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A CAPTIVE AUDIENCE - Not-for-Profits' top 3 Digital Marketing Opportunities in times of COVID19

While the Covid19 pandemic has brought many changes, probably the most profound one would be the complete reliance on technology for our social lives and connections. Especially in the not-for-profit sector, this brings many opportunities to capitalise on the captive audience and gain a reach never dreamed of before. Here are three of the most important trends and opportunities for the not-for-profit sector.

1. Reach your audience easier

In just the first eight weeks of the pandemic, digital penetration has reached the projected 2025 level with especially the important target demographic of over 45-year-olds flocking to social media and blogs to stay connected, research and exchange information. Investing in search engine marketing and a solid social media strategy are key now in reaching this target market.

2. Videos work best

It has never been truer than in these times that videos are the key to success in the online social media landscape. With more downtime, comes time to really engage with digital content and the most influential and captivating ones seem to be videos on Youtube or Facebook. This is a great chance to gain followers, educate about key issues and engage with potential donors and volunteers. Investing in paid content promotion and high-quality production are key here.

3. Influencers are your friends

The increase in people’s online engagement has created even greater opportunities for influencer and celebrity collaborations. According to McKinsey, 34% of social media users said they had shopped based on influencer recommendations. This figure combined with the additional great reach of influencers should convince all of us that collaborations are the key to success.

Tell me all about your own experiences with user engagement and social media collaborations in the comments below. Let’s have an amazing exchange of knowledge, ideas and opinions.

By Laura Schuster, 10502818.

Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University.


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