Nonprofit organizations receive more social interactions per post than any other industry—by a very wide margin. According to a Marketing Sherpa chart, the rest of us perform poorly.
So I started wondering, what gives nonprofit organizations the competitive edge in social interactions?
The Primary Focus of Nonprofits Is Their Mission
Money is important to both businesses and nonprofit organizations. After all, we need money to survive.
People, however, create nonprofit organizations to fulfill a mission. According to Peter Drucker, that mission anchors and focuses all activities within an organization so everybody knows what his or her goals and objectives are.
If you want your business to be more focused, take some time to write a mission statement. Then align all your activities, including your content marketing strategy, with that mission.
The Goal of Nonprofits Is to Help and Educate People
Daniel Burstein of Marketing Sherpa says, “Here’s why I think nonprofit and education brands are so successful: The very reason nonprofits and schools are created is to help and teach people.” He also says content marketing has the same goal.
He’s right. Content marketing is all about you helping people—for free.
If you want to improve your online social interactions, consider how you can help and educate people. In other words, make your content marketing efforts customer-centric rather than me-centric or we-centric.
Treat Your Customers Like Donors
Dan Ehrenkrantz says to treat your customers like donors.
To remain viable, nonprofit organizations depend on donors to survive. So successful nonprofit organizations nurture long-term relationships to increase their donor base, maintain donor loyalty, and move donors up to higher levels of commitment.
You can do the same with your customers. You start by considering how much a customer is worth to your business. Is she worth only $5 for a one-time sale, or is she worth a total of $15,000 over the course of five or six years? If you know she’s worth more than $5, how will that cause you to treat her differently?
How You Can Implement a Nonprofit Content Marketing Strategy for Your Small Business
What’s my take-away from researching why nonprofit organizations are succeeding in online social interactions while other industries are failing?
First, craft a clear, short mission statement to anchor and focus all your company’s activities. A mission statement can be your road map to a more focused and successful future.
Second, make sure your business is customer-centric. If your business is solely focused on making money, you’re missing the point by being me-centric.
Third, focus your content marketing strategy on helping and educating people rather than on selling them something.
Finally, nurture long-term relationships with your customers. Content marketing can help you automate some of that nurturing. Make sure, however, you include personal touches to gain true customer loyalty.
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