In today’s digital landscape, Google Ads stands as one of the most powerful tools for driving targeted traffic to your business. However, simply running ads isn’t enough. To truly maximize your return on investment (ROI), you need to continuously optimize your campaigns. Effective optimization ensures your ads reach the right audience at the right time, leading to higher conversion rates and better overall performance.

In this guide, we’ll delve into key strategies for creating high-converting Google Ads campaigns that not only attract clicks but also convert those clicks into valuable customers.

Understanding Your Audience and Objectives

Knowing your audience is crucial for any marketing campaign, and Google Ads is no exception. Begin by identifying your target audience and creating detailed buyer personas. This involves understanding their demographics, interests, online behaviors, and pain points. Conduct thorough audience research and segmentation using tools like Google Analytics and Google Ads Audience Insights. Once you have a clear picture of who your ideal customers are, define your campaign objectives and key performance indicators (KPIs). Setting SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—will help you stay focused and measure your campaign’s success accurately.

Keyword Research and Selection

Keywords are the foundation of any successful Google Ads campaign. Conduct thorough keyword research to discover the search terms your potential customers are using. Utilize tools such as Google Keyword Planner, SEMrush, and Ahrefs to gather insights on search volume, competition, and relevance.

Steps for effective keyword research:

Choose keywords that align with your campaign goals, focusing on long-tail keywords with high intent for conversions. Understand the different match types and use negative keywords to exclude irrelevant searches. This will help you avoid wasting your budget on unqualified clicks.

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Crafting Compelling Ad Copy

Your ad copy needs to be attention-grabbing and persuasive to stand out in the competitive Google Ads space. Write headlines that highlight your unique selling propositions (USPs) and the benefits of your product or service. Use clear and concise descriptions that encourage users to take action. Incorporate strong calls-to-action (CTAs) and offers to entice clicks. A/B testing different ad variations can help you determine which headlines, descriptions, and CTAs perform best. Analyze the performance of these elements to continuously optimize your ad copy for better results.

Optimizing Landing Pages for Conversions

A well-designed landing page is critical for converting clicks into customers. Ensure your landing page has a clear and compelling CTA that aligns with the messaging in your ads. The content on your landing page should match the promises made in your ad to provide a seamless user experience.

Key elements of a high-converting landing page:

Improve your page load speed and ensure it is mobile-responsive, as many users will access your site from mobile devices. A fast, user-friendly landing page reduces bounce rates and increases the likelihood of conversions.

Bid Strategies and Budget Management

Understanding and selecting the right bid strategies is essential for maximizing your Google Ads budget. Google Ads offers various bid strategies, including Manual CPC, Enhanced CPC, Target CPA, and Target ROAS. Choose the one that aligns with your campaign goals.

Steps for effective bid management:

Adjust your bids based on device performance, geographic location, and audience segments to ensure you are getting the best possible ROI. Monitor your spending and performance regularly, reallocating your budget to high-performing campaigns and adjusting bids as needed.

Ad Extensions and Enhanced Features

Ad extensions can significantly enhance the visibility and effectiveness of your ads. Utilize extensions such as sitelinks, callouts, and structured snippets to provide additional information and make your ads more informative and engaging. Explore enhanced features like Ad Customizers and Dynamic Search Ads to tailor your ads based on user intent and context. Personalizing your ads in this way increases their relevance and appeal to potential customers.

Ad Performance Monitoring and Optimization

Monitoring and analyzing ad performance is a continuous process. Track key metrics such as Click-Through Rate (CTR), Conversion Rate, Cost-Per-Click (CPC), and Return on Ad Spend (ROAS) using the Google Ads dashboard. Regularly review this data to identify trends, spot issues, and make informed optimization decisions.

Key metrics to track:

Adjust your bids, update ad copy, refine targeting, and test new keywords based on performance data to improve your campaign outcomes.

Campaign Targeting and Audience Segmentation

Refining your targeting options is key to reaching the right audience. Tailor your campaigns based on location, device, demographics, and interests. Segment your audience to create personalized campaigns that address the specific needs and preferences of different segments. Utilize remarketing and custom audiences to re-engage users who have previously interacted with your website or ads. This helps you reach potential customers at different stages of the buying journey, increasing the chances of conversion.

Testing and Experimentation for Continuous Improvement

Continuous testing and experimentation are essential for improving your Google Ads campaigns. Run split tests to compare different ad variations and landing page designs. Use the insights gained from these tests to iterate and refine your strategies.

Testing strategies include:

Stay updated with industry trends and adjust your approach to ensure your campaigns remain effective and competitive.

Final Thoughts

Improving your Google Ads campaigns is an ongoing process that requires regular optimization and adaptation. By implementing the strategies outlined in this guide, you can enhance your ad performance, attract more qualified leads, and achieve higher conversion rates. Remember, the key to success is staying informed, testing new ideas, and making data-driven decisions. If you need expert assistance with your Google Ads campaigns, contact Tangible for a consultation, and let us help you achieve your marketing goals.

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Small businesses play a vital role in the economy, but competing in today’s digital landscape can be challenging. Effective marketing strategies are essential for small businesses to stand out, attract customers, and achieve success. In this guide, we’ll explore actionable marketing strategies tailored specifically for small businesses to help them thrive in a competitive market.

Understanding the Importance of Marketing for Small Businesses

Marketing is the lifeline of small business growth. It is the engine that drives brand awareness, customer acquisition, and revenue generation. Strategic marketing is not just about selling products or services; it’s about creating meaningful connections with your audience. By investing in effective marketing strategies, small businesses can carve out a unique space in the market, differentiate themselves from competitors, and build lasting relationships with customers.

Defining Your Target Audience and Niche Market

Before diving into marketing tactics, it’s crucial to know who you’re targeting. Identifying your ideal customer profiles and buyer personas helps you tailor your marketing efforts to meet their specific needs and preferences. Narrowing down your target market allows you to focus your resources effectively and communicate more persuasively. Consider factors like demographics, interests, pain points, and buying behaviors to create a clear picture of your ideal customer.

Creating a Strong Brand Identity

Your brand identity is the face of your business. To develop a unique and memorable brand, focus on these three key areas:

Building an Online Presence

In the digital age, a strong online presence is non-negotiable. Start by developing a professional website with user-friendly navigation. Your website is often the first point of contact for potential customers, so make sure it is visually appealing, easy to navigate, and mobile-responsive. Utilize social media platforms to connect with customers, showcase your products or services, and engage in meaningful conversations. Platforms like Facebook, Instagram, and LinkedIn offer unique opportunities to reach different segments of your audience and build a community around your brand.

Implementing Content Marketing Strategies

Content is king when it comes to marketing. Creating high-quality content that educates and engages your audience can position your business as an authority in your industry. Focus on these three areas to demonstrate your expertise:

Utilizing Email Marketing for Customer Engagement

Email marketing is a powerful tool for nurturing relationships with your audience. Start by building an email list and segmenting subscribers based on their preferences and behaviors. This allows you to send personalized emails with valuable offers, updates, and news.

Personalization increases the relevance of your messages and enhances engagement rates. Use automated email campaigns to streamline your efforts and ensure timely communication with your subscribers.

Exploring Affordable Digital Advertising Options

Digital advertising offers small businesses an opportunity to reach a wider audience without breaking the bank. Consider these affordable options:

Measuring Success and Iterating Strategies

Tracking and analyzing your marketing efforts is crucial for continuous improvement. Monitor these key metrics to gauge your success:

Analyzing these metrics helps you understand what works and what doesn’t, allowing you to make data-driven decisions and refine your strategies for better results.

Final Thoughts

Effective marketing is essential for small businesses to compete and succeed in today’s competitive landscape. By implementing the strategies outlined in this guide and staying adaptable in their approach, small businesses can attract customers, build brand loyalty, and achieve long-term growth and success.

For personalized assistance and expert guidance, our team at Tangible is here to help you navigate the ever-changing marketing landscape and achieve your business goals.

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In the world of nonprofit fundraising, establishing and nurturing relationships with donors is paramount to achieving long-term success. Amidst the myriad of communication channels available, email marketing stands out as a powerful tool for engaging supporters, sharing impactful stories, and driving donations.

In this comprehensive guide, we’ll explore the intricate art of email marketing for nonprofits, unveiling strategies to cultivate donor relationships, enhance engagement, and drive meaningful impact.

Building Your Email List

A robust email list forms the foundation of successful nonprofit email marketing. Implementing opt-in strategies is crucial for acquiring subscribers who are genuinely interested in your cause. By creating compelling lead magnets and donation appeals, nonprofits can entice website visitors to subscribe to their email list. Utilizing website pop-ups and forms for email capture further facilitates the process, ensuring that every opportunity to connect with potential donors is maximized. Segmenting your email list based on engagement levels and interests allows for targeted communication, ensuring that recipients receive content that resonates with their specific interests and preferences.

Gathering the Right Information: Understanding Your Donors

Effective communication begins with understanding your audience. By gathering the right information about your donors, you can tailor your email communications to their interests, preferences, and giving behaviors. Tracking data such as demographics, past donation history, and engagement levels provides valuable insights into your donors’ motivations and interests. Utilizing tools such as surveys, donor profiles, and CRM systems allows nonprofits to collect and analyze data, enabling personalized and targeted communication that resonates with donors on a deeper level. Here are some key data points to collect:

Growing a Donor Base: Making It Easy to Join

Making it easy for donors to join your email list is essential for growing your donor base and expanding your reach. Placing email signup forms prominently on your website, donation pages, and social media channels ensures that visitors can easily subscribe to receive updates and communications from your organization. Offering incentives such as exclusive content or event invitations can entice visitors to sign up for your email list. Additionally, leveraging partnerships, collaborations, and community events can help expand your reach and attract new supporters to join your donor community. By implementing these strategies, nonprofits can grow their donor base in a sustainable and ethical manner, fostering genuine connections with supporters who are passionate about their cause.

Crafting Compelling Email Content

Once you’ve built your email list, it’s time to craft compelling content that captivates and inspires your audience. By telling impactful stories of programs and beneficiaries, nonprofits can evoke emotions and foster a sense of connection with donors. Showcasing success stories and real-life impact through narrative adds authenticity and credibility to your message. Incorporating multimedia elements such as images, videos, and infographics enhances the visual appeal of your emails, making them more engaging and shareable. Providing program updates, milestones, and progress reports keeps donors informed and engaged, reinforcing their commitment to your cause.

Personalization and Customization

Personalization plays a pivotal role in nonprofit email marketing, allowing organizations to tailor messaging to individual preferences and interests. Addressing donors by name and incorporating dynamic content and merge tags creates a personalized experience that resonates with recipients. Sending automated email campaigns based on donor behavior ensures timely and relevant communication, enhancing donor engagement and retention. Triggering emails for donation reminders, thank-yous, and impact updates reinforces donor relationships and encourages continued support.

Donation Appeals and Fundraising Campaigns

Effective donation appeal emails are essential for driving fundraising efforts and mobilizing support for impactful projects. Designing compelling donation appeals that highlight urgent needs and impactful projects captures donors’ attention and inspires action. Providing clear calls-to-action (CTAs) and donation buttons simplifies the donation process, making it easy for supporters to contribute to your cause. Planning and executing fundraising campaigns through email involves setting goals, timelines, and communication cadence to maximize impact and achieve fundraising objectives.

Here are some of the email campaigns every nonprofit should include.

Donation Appeals

Donation appeal campaigns are a vital component of nonprofit fundraising efforts. These campaigns are designed to encourage supporters to donate to specific fundraising initiatives or urgent needs. By effectively communicating the importance and impact of their contributions, donation appeal campaigns generate revenue to support nonprofit programs and initiatives. They mobilize donors to contribute to impactful projects and causes, driving the organization closer to its fundraising goals.

Program Impact Stories

Impact story campaigns play a crucial role in nonprofit storytelling and donor engagement. These campaigns involve sharing success stories, testimonials, and real-life examples of the nonprofit’s impact. By showcasing the tangible outcomes of their contributions, impact story campaigns inspire donors and reinforce their emotional connection to the organization and its mission. These stories demonstrate the transformative power of philanthropy and encourage continued support from donors.

Event Promotion

Event promotion campaigns are instrumental in driving attendance and participation in nonprofit events. These campaigns involve promoting fundraising events, community gatherings, and volunteer opportunities to supporters. By raising awareness and generating excitement about upcoming events, event promotion campaigns enhance community engagement and increase participation. They also help to spread the word about nonprofit initiatives and foster a sense of belonging among supporters.

Thank-You and Stewardship Campaigns

Thank-you and stewardship campaigns are a critical component of donor stewardship and retention efforts. These campaigns express gratitude to donors for their contributions and support. By acknowledging donors’ generosity and demonstrating appreciation for their impact, thank-you and stewardship campaigns cultivate donor loyalty and strengthen relationships with supporters. They create a culture of appreciation within the organization and encourage continued engagement and support from donors.

Engagement and Retention Strategies

Beyond soliciting donations, nonprofit email marketing plays a crucial role in fostering donor engagement and retention. Encouraging donor engagement through surveys and feedback requests invites donors to share their thoughts and opinions, strengthening their connection to your organization. Implementing donor recognition and appreciation efforts, such as personalized thank-you emails and certificates, acknowledges donors’ contributions and celebrates their impact. By celebrating milestones and achievements with the donor community, nonprofits can foster a sense of belonging and community among supporters.

Measuring and Analyzing Email Performance

Measuring the performance of email campaigns is essential for optimizing strategies and driving continuous improvement. Tracking key metrics such as open rates, click-through rates, and conversion rates provides valuable insights into campaign effectiveness and donor engagement. Analyzing engagement data allows nonprofits to identify trends, preferences, and areas for improvement, guiding future email content and strategy. Utilizing A/B testing to experiment with different email elements enables organizations to refine their approach and maximize the impact of their email marketing efforts.

Nurturing Donor Relationships Through Email

Email marketing serves as a powerful tool for nonprofits to cultivate donor relationships, enhance engagement, and drive meaningful impact. By leveraging storytelling, personalization, and strategic communication, organizations can connect with supporters on a deeper level, inspiring them to make a difference and become lifelong advocates for their cause. As nonprofits continue to adapt and innovate their email strategies, they have the opportunity to forge stronger connections with donors and create lasting change in the world.

If your nonprofit organization is looking to enhance its email marketing efforts and strengthen donor relationships, our team at Tangible is here to help! Contact us today for expert guidance and support tailored to your nonprofit’s unique needs.

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In the dynamic landscape of the legal industry, effective marketing strategies are paramount for law firms looking to stand out, attract clients, and ultimately thrive in a competitive market. At the heart of this endeavor lies lead generation—the lifeblood of any successful law practice.

Lead generation is more than just acquiring contact information; it’s about nurturing relationships and guiding potential clients through their decision-making journey. In the legal realm, where trust and credibility are paramount, generating leads becomes not only a necessity but a strategic imperative.

Now, more than ever, law firms must harness the power of strategic marketing to distinguish themselves from the competition. With the rapid increase of digital channels and the ever-evolving preferences of consumers, the ability to craft compelling marketing strategies has become required.

Ok, so you’re convinced, but what do you do now? Well buckle up because we’re about to dive into the ultimate guide to generating leads in the legal world!

Understanding Your Target Audience

One of the first steps in developing a successful law firm marketing strategy is understanding your target audience. This involves identifying your ideal clients, understanding their specific needs and pain points, and conducting market research to gain insights into the legal needs of your target market. By understanding your audience, you can tailor your marketing efforts to better resonate with their interests and preferences.

Building a Strong Online Presence

Now that you’ve identified your ideal clients and their specific needs, it’s time to put that knowledge into action and build a strong online presence that speaks directly to your target audience. A professional and user-friendly website is the cornerstone of any successful marketing strategy for law firms. Your website serves as your digital storefront and is often the first impression potential clients will have of your firm. It’s important to invest in website design and navigation, incorporating clear calls-to-action (CTAs) for lead capture, and creating compelling content that showcases your expertise and addresses the needs of your audience.

If you mentally just checked this off your “to-do” list because you already have a website, answer this question first before you move on: when was your website created, and when was it last time updated? If you have an outdated website, it can do more harm than good, potentially deterring potential clients and hindering your firm’s growth. It is like a legal document written in Comic Sans—it’s just not going to be taken seriously. Here are some things we often see on legal websites:

A good website serves as a powerful marketing tool for your law firm, and the last thing you want to do is harm your firm’s credibility with an outdated website. Here’s what you should be looking for on your website:

By investing in a well-designed and optimized website, your law firm can establish a strong online presence, attract more potential clients, and, ultimately, grow your practice. Whether you’re revamping an outdated website or creating a new one from scratch, prioritizing these characteristics will set your firm up for success in the digital age.

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Search Engine Optimization (SEO) Strategies

If you have a good online presence, don’t leave it at that. Your next move is to boost visibility and attract organic traffic through effective SEO. In the competitive landscape of online search, ensuring that your law firm is discoverable to potential clients is paramount. Think of SEO as your law firm’s secret weapon – the Batman to your Robin, the peanut butter to your jelly, the… you get the idea. Search Engine Optimization (SEO) is the key to achieving visibility in search engine results pages (SERPs) and attracting organic traffic to your website. Let’s explore some essential SEO strategies to help your law firm rise to the top:

Optimizing Your Website for Relevant Keywords and Phrases

Keyword optimization involves identifying the terms and phrases potential clients use when searching for legal services and strategically incorporating them into your website’s content. This includes optimizing page titles, meta descriptions, headers, and body content to align with your target keywords. By targeting the right keywords, you can increase your website’s relevance and visibility in search results, driving more qualified traffic to your site.

Conducting Keyword Research for Legal Services

Keyword research is the foundation of any successful SEO strategy. By conducting thorough keyword research, you can gain insights into the specific terms and topics relevant to your practice areas and target audience. This allows you to tailor your content and optimization efforts to attract the right audience and improve your website’s visibility in search results.

Implementing On-Page SEO Techniques

On-page SEO techniques involve optimizing various elements of your website to improve its visibility and relevance in search results. This includes optimizing meta tags, headers, images, and URLs to include relevant keywords and provide clear signals to search engines about the content of your pages. Additionally, optimizing page load speed, mobile-friendliness, and user experience are crucial factors that can impact your website’s SEO performance.

Building Quality Backlinks from Legal Directories, Associations, and Publications

Backlinks are a crucial component of SEO, serving as votes of confidence from other websites that vouch for the quality and authority of your content. Building quality backlinks from reputable sources such as legal directories, associations, and publications can significantly impact your website’s search rankings. By earning backlinks from authoritative websites within the legal industry, you can improve your website’s authority and credibility in the eyes of search engines, leading to higher rankings and increased organic traffic.

Optimizing Your Google My Business Listing

Google My Business (GMB) is a powerful tool for local SEO, allowing law firms to manage their online presence and appear in local search results. Optimizing your GMB listing involves providing accurate and up-to-date information about your firm, including your name, address, phone number, and business hours. Additionally, optimizing your GMB listing with relevant keywords, categories, and photos can improve your visibility in local search results and attract potential clients in your area.

Remember, when it comes to SEO, it’s not about tricking the search engines – it’s about playing by their rules and winning the game fair and square. By implementing these SEO strategies, your law firm can improve its visibility in search engine results pages (SERPs) and attract more qualified traffic to your website. With a solid SEO foundation in place, you can position your firm as a trusted authority in your practice areas and drive growth for your business.

Utilizing Pay-Per-Click (PPC) Advertising

PPC advertising is another effective strategy for law firms to attract qualified leads and drive website traffic. But what exactly is PPC advertising? In simple terms, it’s a digital marketing strategy where advertisers pay a fee each time their ad is clicked. This allows you to place your ads in front of a highly targeted audience who are actively searching for legal services, increasing the likelihood of generating leads for your law firm.

For PPC ads to be effective, it’s crucial to select the right keywords that align with the search intent of your target audience. This involves conducting thorough keyword research to identify relevant terms and phrases that potential clients are likely to use when searching for legal services.

In addition to selecting the right keywords, organizing them into campaigns and ad groups is essential for ensuring your ads are displayed to the right audience at the right time. Campaigns allow you to group together related ads and keywords, while ad groups further refine your targeting based on specific themes or topics.

However, PPC advertising doesn’t end with keyword selection and organization. To maximize the effectiveness of your ads, you also need to have landing pages set up that capture the interest of your leads and encourage them to take action. Landing pages should be optimized for conversions, with clear calls-to-action and compelling messaging that aligns with the ad they clicked on.

With careful planning and execution, PPC advertising can be a highly effective strategy for generating leads and driving growth for your law firm. By selecting the right keywords, organizing them into campaigns and ad groups, and creating compelling landing pages, you can attract high-quality leads and maximize your return on investment.

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Engaging with Social Media

Social media platforms offer law firms an opportunity to engage with their audience, share valuable insights and updates, and build relationships with potential clients. Establishing a presence on relevant platforms such as LinkedIn, Facebook, and X helps you actively engage with your followers, increasing brand awareness, driving website traffic, and ultimately generating leads.

Some ways you can accomplish this is by sharing content on social media that:

On social media, it’s not about who shouts the loudest—it’s about who tells the most compelling story. By consistently sharing relevant content and engaging with your audience on social media, you can strengthen your firm’s online presence and attract new clients to your practice.

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Tracking and Analyzing Results

Tracking key performance indicators (KPIs) and analyzing results is essential for evaluating the effectiveness of your marketing efforts and making data-driven decisions. Tracking KPIs such as website traffic, conversion rates, and form submissions allows you to gauge the effectiveness of your lead generation efforts. By analyzing these metrics over time, you can identify trends and patterns in your lead generation performance. For example, if you notice a decrease in website traffic or a drop in conversion rates, it may indicate that your marketing strategy needs adjustment. Conversely, if you see an increase in form submissions or a rise in qualified leads, it suggests that your efforts are paying off.

Final Thoughts

Trying to navigate the legal landscape without a solid marketing strategy is like trying to find a needle in a haystack—without the haystack. Without it, your firm will miss out on the huge potential to generate leads, attract clients, and grow your business. Consistent efforts and adaptation to market changes are key to long-term success. Remember, the journey to lead generation is ongoing, but with the right strategies in place, your law firm can thrive and achieve its goals.

Ready to take your law firm’s marketing efforts to the next level? Our team of experts at Tangible specializes in crafting tailored marketing solutions for law firms just like yours. Whether you’re looking to enhance your online presence, boost lead generation, or optimize your digital marketing strategy, we’re here to help. Contact us today to schedule a consultation and discover how we can elevate your law firm’s marketing game!

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5 Reasons Why Yes, Yes, and YES It ABSOLUTELY Does

Non-profit work never sleeps. And it’s no wonder—your employees pour their heart, soul, blood, sweat, and tears into their work, trying their hardest to promote your organization to the best of their abilities.

But sometimes, in your quest to spread the word about your non-profit, it still feels like your marketing department is working on a makeshift dime and scrambling to find new ways to increase your outreach.

Let us tell you a not-so-secret secret.

If you’re still focusing the majority of your efforts on things like mailers, publications, media coverage, and social media, you’re missing out on one of the foremost marketing opportunities at your disposal—the blog.

While nearly 76% of non-profit organizations utilize content marketing methods, only 64% dare to maintain a blog on a regular basis. And we get it— it’s a lot of work!

Needless to say, blogs can help with lead generation and establish a voice of authority for your non-profit organization. Below, we’re breaking down some of the biggest reasons why you should consider creating a blog for your organization.

1. Establishes You as a Leader in Your Industry

One of the most essential aspects of any non-profit organization is the fact that, in and of itself, your organization is a resource to the public. Whether you’re a non-profit animal rescue or an emergency shelter for disaster relief victims, you provide resources that few other places provide in the community.

That also means you possess highly specific and valuable information that the public isn’t always aware of. Undoubtedly, the members of your team have an extensive wealth of knowledge collected from their time working at your organization—and what better thing to do than to make your website an extension of your team’s knowledge?

A blog adds credibility to your non-profit, which is extremely important, especially when trying to instill a sense of reputability and trust among potential donors. By establishing that you are a knowledgeable voice, the benefit is two-fold: you build a sense of trust in the public and provide them with a wealth of resources. And better yet? A blog can also help eliminate the stress of fielding questions from the public—just direct them to your online blog!)

2. Drives Donor Engagement and Support

A well-crafted blog can be a powerful tool for driving donor engagement and support for nonprofit organizations. Firstly, it allows nonprofits to share their mission, vision, and impact stories with a wider audience. By regularly publishing content that highlights the work you do and the difference you make, nonprofits can create a stronger emotional connection with their donors.

Personal stories of individuals or communities positively affected by your organization’s efforts can evoke empathy and inspire action. Donors want to know that their contributions are making a tangible difference, and a blog provides a platform to showcase these success stories, reinforcing their belief in the cause and encouraging continued support.

Secondly, blogs enable nonprofits to keep their supporters informed and engaged. Regular updates on ongoing projects, upcoming events, and organizational developments foster a sense of transparency and trust. Donors appreciate being in the loop and knowing that their contributions are being put to good use.

3. You Can Build a Base of Readers Whom You Can Track

Don’t get us wrong—we love a good newsletter, but… How can you tell if anyone’s actually reading it?

Spoiler alert: You can’t.

With a blog, you can actively see how many people are reading your material with trackable metrics that allow you to gauge your audience reach more easily. You can also see what’s attracting the most attention, allowing you to better hone your efforts into the campaigns that are garnering the biggest viewership. Plus, even if your audience doesn’t have quite as big a reach as press releases seem to, you’re catering to a loyal audience as opposed to painting with a broad stroke and hoping something sticks.

4. You Control the Narrative

Blogging is a form of journalism. Except, you are the journalist—no siphoning your information through other sources who ultimately end up watering your message down or muddling your message with misinformation or false narratives.

Blogging means you can deliver your message to the public exactly as you intend it. You can make that as complex, informative, and in-depth as you want to. Think of it as your platform to dispel rumors, debunk myths, and inform the public of what your actual views as an organization are.

Field your own press questions, write up your own releases, and be the source of news your donors would like to see.

5. Have the Space to Share Inspiring Stories

Social media is great, but rarely is it enough to tell a story in full detail—after all, most people’s attention spans are limited to 30-second clips and paragraph captions.

And let’s face it—a lot happens day-to-day working for a non-profit. Did you help to rehome a family whose house was destroyed in a recent flood? Did you rescue a dog from a horrible hoarding situation only to adopt it out to a loving family? Was a Thanksgiving Drive so inspirational that one of your donors chose to contribute a million dollars toward your organization?

Then give those stories the space they deserve! Consider social media like a trailer reel—sure, they have an idea of what happened, but it can’t capture the emotion and heartbreak of an entire story. Having a long-form blog to link to on those social media posts also attracts clicks to your site—where viewership matters most.

Perhaps those viewers will choose to stick around a bit longer and explore the rest of your site and would even like to contribute to your cause after reading your post. Without a blog, social media has no final destination. That is, it’s only a snippet of what your organization does. But, when your site has a blog, it ensures that people have a reason to come to your site and stick around on it for a bit longer than they intended to!

Final Thoughts

The power of blogging for nonprofit organizations cannot be overstated. From establishing credibility and trust to driving donor engagement and support, a well-maintained blog can be a game-changer in your outreach efforts. It serves as a platform to share your mission, vision, and success stories, connecting with your audience on a deeper level and inspiring action.

Moreover, a blog provides valuable insights into your readership, allowing you to track engagement and tailor your content to their interests effectively. You control the narrative, ensuring your message reaches the public as intended, free from external filters or misinterpretations.

Plus, it also gives you the space to share the inspiring, heartwarming stories that define your organization’s impact. It complements your social media efforts by offering a deeper dive into your work, attracting visitors to your site, and providing them with a reason to stay and support your cause.

While we could sugarcoat the truth, managing a blog is time-consuming and challenging (we’re taking some time off to recover from writing this one). That being said, the rewards of creating your own blog are immeasurable.

If you’re ready to harness the full potential of blogging but need assistance, Tangible is here to help. We specialize in creating and managing blogs that amplify your voice, engage your audience, and drive support for your nonprofit.

Interested to learn more about how we can help? We love working for organizations with a higher cause—let’s chat!

If you aren’t a card-carrying member of Gen Z, you may have some questions about e-mail marketing. Questions like, “Does asking questions about email marketing make me old?” and, “Is it weird if my emails still go to my xXPuNkRoCkPrIncess06Xx@hotmail.com account?”

And while the answer is an unequivocal yes to both, it’s entirely possible you just haven’t had the chance to dip your toes into the email marketing world ever since the Prince of Nigeria left a sour taste in your mouth many moons ago.

However, if you ever plan to increase customer conversion rates and draw traffic to your site, it’s about time you buckle up, buttercup, and enter the ride that is the email marketing world!

So how do you manage to form a marketing plan that, much like your senior photos, doesn’t turn out to be wacky, tacky, and yet, still a little classy (seriously though, how did they manage to capture all three so perfectly???)?

Below, we’re going over some of the best email marketing tips to take your email campaign to the next level, no matter your experience. So whether you’re an old dog learning new tricks or a fresh-faced marketing baby hoping to increase your email game, as the great Sean Connery once said, “You’re the man now, dog!”

Choose an Email Marketing Software

Choosing an email software is much like a dating app—for every fish out there in a lake, you can bet your bottom dollar some dude is on Bumble posing with it. In other words, there are a lot of different email marketing software programs to choose from—each one holding a slightly different fish from the other—but at the end of the day, someone’s still crying to themselves alone, wondering why online dating is so difficult as they eat fried fish.

Thus, it may take trying out some duds before you find the program that doesn’t send you a message asking you to drive them to your first date because they’re currently too drunk to risk getting another DWI to meet you in person. Or, you know… whatever it is, the email marketing programs do these days.

Some of our favorite email marketing programs include:

MailChimp

Perhaps the most well-known email software, MailChimp, is a one-stop shop for all your marketing needs. Perfect for beginners, it has features such as campaign scheduling, A/B test copy, built-in email analytics (including unsubscribe rate, click-through rates, and more), and an easy-to-use email editing system. While it tends to be rather pricey for businesses with contact lists over 150,000 people, MailChimp is best for smaller businesses, with several options for affordable plans.

Klaviyo

Our personal weapon of choice, we enjoy Klaviyo for its extensive integrations, responsive and pre-built design templates, behavior-triggered automations, and its ability to segment your audience into specific groups. On the downside, Klaviyo can be a bit pricey. However, we find that its bountiful features more than make up for its somewhat steep price point.

MailerLite

One of the simplest email marketing software systems to use, MailerLite has a simple drag-and-drop interface that makes creating beautiful designs simple for even the most technology-averse users. If you’re looking for a program with clean and super-intuitive UX, this is your guy. On the downside, though, there’s less room for integrations, and it can be challenging to integrate with your CRM.

Hubspot

Another popular marketing suite, Hubspot, like MailChimp, is known for its all-in-one marketing features, containing tools like marketing campaign reporting, its own CRM integration, and other features like social media, blogging, and email marketing. However, Hubspot isn’t for the novice marketer and is best for someone who has worked with other marketing software systems.

Moosend

On a budget? Moosend is one of the best options for budget-conscious marketers, offering one of the lowest-cost plans on the market. Its plans include the ability to choose between your number of subscribers or emails sent. While its user interface is simple to use, it may appear a little rudimentary compared to other options, and you won’t be able to send emails from a Gmail or Hotmail address.

Customize Your Emails

You know how you go into a store, and a great salesman will shake your hand at the end of the sale, look you in the eyes, and say something like, “You can’t go wrong with this PT Cruiser, Frank. You’re gonna be the envy of all your neighbors for years to come.”

And more than your poor decision, you’re just concerned about how the heck he knew your name? Well, email marketing is much the same way.

Is it weird that a bird diaper company sends you personalized emails years after you called it quits on your indoor chicken coop operation? Yes, absolutely, it is. I mean, it was a weird phase in your life you’d much rather forget.

But you know what? It still feels good that they remember your name.

Turns out, when emails are personalized with things such as customer names, special offers, product suggestions based on past purchases, and product tracking information, it increases customer engagement and click-through rates.

Consider adding personalization tactics to your emails, such as:

Employing Segmentation

Really, this is just a fancy term for separating customers based on specific demographics like gender, age, and location and sending particular emails to those groups.

Using Browser History to Suggest Products

How often have you been sent an email with suggestions of products you might like? And how often have you wound up clicking on said products (I’m talking to you, Nuts.com, for knowing just the right time my case of the late-night munchies might make me weak to your suggestions)?

Sending Emails on Specific Dates

Who else can’t wait for all the Black Friday sales to hit their inbox? And how about those glorious birthday coupons sent straight to your email? Sending customers personalized emails based on special dates is a great way to nudge them into buying what they’ve been eyeballing for some time.

Stop Emailing Your Customers All. The. Time.

Sure, constantly spamming your customers with emails may initially increase your click-through rates, but how many potential buyers are you losing by annoying the absolute heck out of them? Everything is best in moderation. Consider how many times a week it would take for you to unsubscribe to a brand’s email and use that same principle for the sanity of your customers. Once a week at most. But an email once every two weeks with tantalizing offers? Way better.

If your emails aren’t adding value to your customers, stop sending them. Ideally, you should be providing your customers with some type of insight that equips them with valuable knowledge (think behind-the-scenes of your company, deep product informational dives, or a letter from the CEO about why they love a particular product), a special offer they won’t receive anywhere else (coupons, promo codes, or limited time sales offers), or some type of unique, curated product guide.

Include Customer Reviews and Testimonials

You should never trust strangers, especially strangers on the internet. So how can you convince a suspicious and street-savvy customer to buy a product from your company? By showing them evidence that other people have purchased products from you successfully.

Utilize customer testimonials, feedback, reviews, and transformation stories to help solidify trust in your brand from new customers. User-generated content is one of the best tools at your disposal to convince customers that you won’t steal their identity or their kidneys and sell it on the dark web.

Utilize A/B Testing

It’s essential to understand which emails are speaking to your customers and which aren’t. So even though it may hurt to rip off that analytic band-aid and see if they loved that email you composed straight from the heart, it’s pretty likely the goose that laid the golden might just be that email you composed in five minutes at 2 am after the Ambien had kicked in instead (for the sake of our future civilization, let’s hope not though).

Experiment with different elements of your email to find out what customers like and what they don’t. Maybe sending certain emails out at different times hits better, or perhaps certain CTAs result in higher click-through rates. Whatever it is, A/B testing is an excellent way to learn the best way to speak more effectively to your audience.

Final Thoughts

Look, the Prince of Nigeria was honestly one of the best OG email marketers. He figured out a way to personalize his emails, made a riveting plea as to why people should help restore his rightful reign after the death of his beloved parents, and made a clear CTA on how we could help.

Granted, what he did after you gave him your bank account number probably destroyed lives and wasn’t so great, but… if only somewhere in that vast multiverse, another version of him just lands a job at a marketing agency instead.

So basically, what we’re saying is that if the Prince of Nigeria can run a successful email marketing pyramid scheme, so can you.

Errr— nope. Nope. Scratch that. Scratch that real, real hard.

What we mean to say, legally, is that thanks to today’s technology, email marketing is now more accessible than ever before. Whether you’re a small business looking to level up your marketing game or a professional agency hoping to increase customer engagement rates, you can boost your email marketing strategy to the next level with a few simple tips and tricks.

But… if you still find you need an extra hand getting there, we’re here to help!

From advertising planning to social media management and more, let us help crank that marketing strategy up a notch— drop a line with one of our marketing wizards today!

Listen guys—we’re not gonna lie to you. This whole “Instagram” thing has been a rollercoaster from the start. It can sometimes feel like the rules of the game change the second anyone finds out what the game even is. (RIP to the good old days of posting a pixelated sunset photo with the Lo-Fi filter. ✌️)

How The Algorithm Affects Engagement

If you’ve been in the Insta-world for any amount of time, you’re probably familiar with the villain known as “the algorithm.” 👹 The algorithm is the name of the ever-changing set of rules that decide what content gains traction, builds engagement, and gets your name (and posts) out there to a larger audience. Coincidentally, it also decides which posts are shadow-banned and thrown into no man’s land, never to be seen by a soul.

What Can I Do to Help My Engagement?

With the Instagram platform still evolving, they like to keep a lot of the algorithm a mystery. However, the leaders of Instagram have shared a few things explicitly. While it started as a photo-sharing app, in order to compete with other popular social media platforms (*cough*, TikTok), Instagram has made a clear shift to favoring video content over photo posts. In fact, we wrote a whole blog about the announcement that Instagram is no longer a photo-sharing app, if you want to check it out!

But back to the matter at hand—engagement. First, let’s look at the kind of posts you can share and what kind of engagement you can expect from those posts. Then let’s dive into a few good user practices outside of posting that will also help with your engagement.

The Best Post Formats to Increase Engagement

1: Reels

In the last year and a half, Instagram has been very open about its favoritism toward Reels. In fact, the CEO of Instagram just announced that all videos on Instagram will now be Reels. We’ll keep you updated on what this looks like practically.

Anyway, back to Reels. This video format has become a popular choice for individuals, creatives, and business accounts to gain traction in a fun and engaging way. These short-form videos can range from 15-90 seconds in length.

Reels have been met with a variety of reactions from content creators. While some of us originally responded like Regina George (“Stop trying to make Reels happen”), most users have now come to accept that Reels aren’t going anywhere anytime soon—for better or for worse. And the truth is, they’re the best option to boost engagement and appease the gods of Instagram.

2: Carousel Posts

When it comes to engagement and visibility, your second best option is a carousel post. These posts are when you have a series of photo slides, and according to multiple analyses from 2019-2022, they are next in line for what the Instagram algorithm likes to see. Carousel posts can be a series of photos or educational graphics that add value to your audience.

This is good news to creators who still aren’t *quite* comfortable with Reels or other video content, because it gives them some engagement and visibility within the format they’re comfortable creating.

3: High-Quality Photos

Despite the fact that Instagram started as a simple photo-sharing app, a single photo is now the lowest priority on the platform. But it’s not all bad news, since sharing a photo is better than sharing nothing at all. Posting single photos with higher quality and more frequently can help offset drops in engagement. However, depending on what field your business is in, it may be more worth your time to focus on some of the higher-priority post types.

Our Top Non-Post Tips to Increase Engagement

As fun as it is to stress over constantly having to create content for your social media, posting isn’t the only thing you can do to help your engagement rates. Don’t get us wrong—we love the anxiety and relentless pressure to create endless content as much as the next person. 😅

Luckily, there are other ways to help with your engagement. Something important to keep in mind is the idea of “you have to give engagement to get engagement.” Instagram values interaction and time spent on their app—real people connecting with other real people. Things like scrolling through your feed, liking and commenting on other posts (remember, it costs zero dollars to “like” or comment on a post you see), and using the interactive elements of stories—such as polls and sliders—all help show the Instagram algorithm how devoted you are to them. When they see that, they’ll want to #bless you with improved exposure and engagement in return.

Also in case you’re wondering—no, “follow for follow” and “like for like” aren’t going to help you out in 2022. 😉

Final Thoughts

We know Instagram can sometimes feel like the lawless wasteland of Mad Max. However, there is some method to the madness. Engagement percentages have dropped across the board over the last few years, so even if you’re doing everything “right,” you likely won’t see the same level of engagement you did in 2018—and that’s okay.

However, between leaning into Reels, carousels, frequent liking and commenting, and posting fun behind-the-scenes Stories—you’re sure to see those engagement numbers go up.

Have any questions or need help overhauling your social media presence? Drop us a line, we’d love to chat!

According to experts, 46% of the world’s population is currently using social media, and that percentage is continuously growing. So whether you like it or not, incorporating social media into your business plan is no longer optional—it’s an essential part of business growth, an invaluable avenue for customer insight, and a great way to showcase your business’s creativity. Still need some convincing? Let’s look at 5 ways social media can contribute to your business growth:

1. It increases your visibility & brand awareness

If your business isn’t using social media, does it really exist? The answer to that can vary based on who you’re trying to reach, but for the most part, we can pretty much guarantee your audience is on social media. Now, depending on who you are, your audience may be on certain platforms and not on others (Check out this blog for more on that). It may come as somewhat of a shock to you, but the more people know about your business, the more they trust it—and the more they trust it, the greater potential for you to gain new customers and followers. Crazy right?! Social media can be a great way to get your name out there in front of new people on a regular basis and to show the people who already follow you more of who you are.

2. It builds authenticity

We know the “A” word gets thrown around a lot, but let’s face it—buzzword or not—authenticity on social media is a critical part of the success of your business. Loyal and potential customers alike want to know who you are, what your business is about, and what it stands for—and sorry to say, but flyers created in Microsoft Word just won’t cut it anymore. Social media is the new word of mouth marketing, so why not flex your creative muscles and use it to showcase the truest and best parts of your business?

3. It helps you stay at the top of people’s minds

If someone has a specific need and you can help meet that need, is your business the first thing that comes to mind? You would like to hope so, wouldn’t you? We all want to be a trusted name in our respective fields, but how do we get there? By consistently creating engaging, dynamic, and relevant content! No matter what your niche is, social media gives you the opportunity to establish your business as the expert—the go-to for information on topics related to your field. So when a need arises, your name is already on your audience’s mind.

4. It helps you keep an eye on your competitors

According to a recent article by Nerd Wallet, 96% of small businesses say they use social media in their marketing strategy—and with so many small businesses using social media, it’s important to keep a pulse on what your competitors are up to. Are they launching new products or providing discounts? Perhaps there’s a flaw in a competing product or service that can be remedied by your company. Addressing these issues (in a non-catty way) can attract new buyers and keep loyal customers!

5. It creates a channel for customer support

On top of the dynamic and engaging social media content you create, what keeps customers coming back? Say it with us, GREAT CUSTOMER SERVICE. Honestly, we could talk about this for days, but for the sake of time we won’t. However, we did write a blog about it, so check that out if you want.. ; )

Social media is an extremely useful tool for customer service because it allows your customers to access you in a way that’s convenient for them. Instead of going through a phone tree or being on hold for an hour, your customers can simply hop on Instagram, @mention the name of your business, and get the help they need! Responding to customers in a timely manner builds trust, and trust leads to… we’re sure you get it by now.

Final Thoughts

Social media is ever-evolving and can be hard to keep up with. But it can also be a great asset to your business if you know how to use it! Not sure where to start? Don’t worry—that’s where we come in. Our team would love to help you develop a social media strategy that works for you and your company’s specific goals. Interested? Drop us a line.

There’s nothing worse than putting all your time and creative energy into an email campaign only to find that 5 out of 500 people actually opened it. It feels like a personal attack, kind of like someone calling your baby ugly.

It’s said that 56% of people unsubscribe from emails they deem irrelevant— so while you can’t force people to open your emails, you can curate them in such a way that your recipients can’t help but open them!

How do you do that? By using dynamic content!

Let’s take a look at the ins and outs of dynamic email content and why it’s such a useful tool for businesses.

What is Dynamic Content?

In short, dynamic content is a curated content experience. It’s that “personalized” email you receive in your inbox from your favorite brand. You know the one? When you open it you feel seen, known, and compelled to continuously purchase the products or services.

Dynamic content can be as basic or as personal as you want it to be. It could be something as simple as placing someone’s name at the beginning of an email or as in-depth as switching images based on purchase history or browsing history. It could even be segmenting your email list based on age, gender, race, geolocation, etc. The sky’s the limit when it comes to dynamic content because people are always changing and adapting.

What are the Benefits of Dynamic Content?

Every customer and potential customer should be viewed as someone with unique needs; dynamic content helps you meet those ever-changing needs and in turn, creates loyal customers.

Dynamic content also gives your already loyal customers (and even potential customers) access to things they want to see and purchase instead of just being bombarded with a list of products that are irrelevant to them.

In a way, dynamic email content allows the recipients to participate in their own story within your larger brand story. And in 2022, we ALL want to be the hero of our own story… it’s called *main character energy.* Look it up.

Dynamic content will allow you to:

  1. Reduce the amount of time spent on creating email campaigns for several different email lists.
  2. Increase your web traffic and ultimately increase your revenue.
  3. Help your marketing team figure out what products, services, or content customers want to see more of.

How Do I Create Dynamic Content?

Data, data, DATA!

The first thing you’ll need when creating dynamic content is information about your audience. The more you gather, the better your emails will be.

Pay attention to what kinds of questions are being asked on your social media platforms and what content is being shared by your followers. Gather all information you can from the analytics provided by your email marketing platform, and then test your ideas and assumptions on your audience. When you’ve gathered all your data, create some awesome content—and when it doesn’t work, or if information changes, PIVOT accordingly.

(Can we use two FRIENDS gifs in one blog?)

Final Thoughts

By a show of hands—how many of you are feeling overwhelmed? ✋✋🏿✋🏽 We get it! Creating emails that matter takes time and just a little bit of patience but in the long run, if done correctly, dynamic content can be extremely beneficial to both your brand and your customers. If you need help reworking your email strategy drop us a line, our team would love to sit down with you.

TikTok vs Instagram Reels— Some say it’s the EPIC duel of the century or even the showdown of all showdowns…

But one thing that’s for sure—whether you like it or not—both are becoming an increasingly necessary tool in the arsenal of growing businesses. In fact, experts say that in 2022, 62% of marketers will invest more time and money in TikTok and 54% will increase their investment in Instagram.

But which one should you use for your small business? Is one better than the other? Let’s take a dive into some of the similarities and differences between marketing on TikTok and Reels.

Instagram Reels vs TikTok

Since Instagram Reels’ public debut in August of 2020, most users have viewed it as Instagram’s desperate answer to the growing success of TikTok… a cheugy poser, if you will.

With features like: wellness check-ins, sound effects, dueting, remixing, and facial filters, calling them similar definitely wouldn’t be a stretch.

However, there are some key differences that can affect the way you share content, especially if you’re a small business owner.

The Main Differences Between the Two Platforms

While both platforms offer the ability to share a seemingly endless variety of short form video content, TikTok users (the majority being Gen-Z) appear to be more candid in their presentation. When it comes to TikTok, it’s all about realness, fun, experimentation, viral trends, and casual community. TikTok is the epitome of “give the people what they want.” The famous TikTok “for you page” allows users to see videos curated to their specific interests, making it a new form of content sharing all together.

Side note: We would be extremely remiss if we didn’t stop to give a big round of applause to the TikTok algorithm. It’s borderline scary how well it gives you literally exactly what kind of videos you want to see. From a marketing team to a marketing team, chef’s kiss. For real.

Instagram, however, has become much more calculated over time. What started out as an in-the-moment square photo sharing app has morphed into something very different. And ever since, Instagram users have been carefully curating and endlessly editing posts— all in hopes to achieve the “perfect” grid. Be honest, how many of you have you switched out or deleted a post for fear of messing with your perfect aesthetic? …we’ll wait.

The curated feeds, the “living the dream,” and documenting only the best parts of our lives has caused users to be more reserved in the way they share content on Instagram. And this definitely bleeds over into Reels as well, which remain much more curated than TikToks as a whole.

Marketing Opportunities

TikTok is relatively new to the social media game but it’s already seen growth within the advertising world. So much growth in fact that it caused Instagram to pretty much completely re-work their own strategy. That’s a big deal.

This growth also led to the creation of TikTok Business in 2021. However, it’s important to note that the cost of advertising on TikTok in comparison to other platforms is pretty hefty, with prices ranging anywhere from $50,000 to $120,000. *insert gasp*

Although these prices are deeefinitely too high for small businesses, there are many different ways to advertise on TikTok other than using its advertising program.

When it comes to marketing, Reels are leading the charge by integrating shopping features into their platform by allowing businesses and makers to tag their products when creating a Reel, making them a “one stop shop.” When a customer taps the “view products” button, they can choose to purchase, save, or learn more about a product. Added bonus, all of these things can be done without having to leave the app via the Instagram Checkout feature.

So Which Platform Is Better For My Small Business?

At the end of the day, both TikTok and Reels can be advantageous to your small business or personal brand, so don’t be afraid to experiment and even bounce them off of each other and make them work for your business.

While TikTok is a great place to experiment with trends, engage with a younger audience, and create a more casual online community… Reels are a great way to add some depth to your Instagram content and expand your reach with a bit older audience.

(Pro tip: the algorithm LOVES when you use Reels, and all of your posts will perform better when you begin to use them.)

Final Thoughts

When you own a small business, engaging with your consumers is the key to getting your business name or brand out there. Feeling overwhelmed? It’s fine and you’re fine.

Really! Because our team is here to help you come up with a social media strategy that works best for you and your small business.

So what are you waiting for? Contact us today to schedule a consultation!