{"id":3369314,"date":"2023-08-28T05:30:10","date_gmt":"2023-08-28T09:30:10","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/?p=3369314"},"modified":"2023-08-21T10:45:15","modified_gmt":"2023-08-21T14:45:15","slug":"overcoming-3-common-challenges-of-omnichannel-marketing","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/overcoming-3-common-challenges-of-omnichannel-marketing\/","title":{"rendered":"Overcoming 3 Common Challenges of Omnichannel Marketing"},"content":{"rendered":"
Put simply, nonprofit omnichannel marketing is a strategy that involves promoting your ideals or case for support within and between multiple marketing channels<\/a>. For example, your organization might promote its goals and ask for support from donors and volunteers via direct mail, text messages, emails, social media, and out-of-home marketing. Ideally, communication should still feel seamless to recipients, even when they are exposed to messages on different channels.<\/p>\n Omnichannel marketing increases the number of touchpoints your nonprofit has with its donors. Instead of supporters only seeing messages from your organization when they check their email, they\u2019ll be reminded of your organization and its goals any time they open social media, flip through their mail, or even check their text messages.<\/p>\n This added exposure can lead to increased awareness of your nonprofit, reach more new supporters, and boost fundraising revenue. Additionally, you\u2019ll be able to establish dedicated audiences across multiple platforms, helping you provide a better donor experience by addressing each supporter\u2019s communication preferences.<\/p>\n Along with these benefits, however, omnichannel marketing can come with some challenges. In this guide, we\u2019ll explore three common obstacles:<\/p>\n One of the goals of an omnichannel approach is to build a seamless supporter experience that organically builds more awareness of your organization. To get started, we\u2019ll address how you can integrate communications to keep all of your messages consistent.<\/p>\n Without taking an integrated approach, your omnichannel marketing strategy could come across as disjointed and even confusing for your supporters. For example, let\u2019s say you reach a supporter with direct mail and social media ads. However, each message uses a different color scheme, the tone varies from friendly to formal, and you forget to add your logo to the social media ad.<\/p>\n To prioritize constituents\u2019 experience<\/a>, it\u2019s crucial that your nonprofit keep its messages consistent and work to actively integrate the channels. Here are some ways to cultivate a more cohesive, unified marketing campaign:<\/p>\n With a more united approach, your omnichannel strategy will facilitate a clear, logical path for supporters to follow. Eventually, they\u2019ll reach the bottom of the funnel and take your nonprofit\u2019s desired next action, whether that\u2019s making a financial donation or signing up to volunteer.<\/p>\n For some organizations, it can be difficult to allocate any funding to your marketing efforts\u2014and when you\u2019re using many different channels, this issue can be even more challenging. Additionally, staff members might struggle to find the time to create and manage marketing materials.<\/p>\n Here\u2019s how your nonprofit can save itself time, money, and stress:<\/p>\n As a nonprofit professional, you know that there are certain myths about nonprofit finances that can contribute to the stress and difficulty associated with budgeting for marketing costs. Some people believe that nonprofits can\u2019t or shouldn\u2019t earn a profit, while others think that those with the least amount of overhead are the most successful\u2014in other words, all of your spending should be allocated to aiding beneficiaries.<\/p>\n But, investing in activities that are meant to reach more supporters and gain funding for your mission is just as important. Marketing preserves your organization\u2019s longevity, helping you serve more of those in need.<\/p>\n Like any other industry, marketing has trends. Following these trends helps to keep your approach fresh and engaging to your supporters. But because trend cycles seem to go in and out of style faster than ever in the digital age, it can be difficult to stay up-to-date.<\/p>\n While you\u2019ll need to keep an eye out for short-lived trends like social media challenges, here are three that have more staying power in the nonprofit marketing world:<\/p>\n Your nonprofit should strive to weave trends like these into each platform, even more traditional ones like direct mail<\/a>. It\u2019s easy to fall into a formulaic pattern when it comes to marketing, but over time this approach can become stale to supporters. Instead, shift to a more innovative mindset in which your organization is always looking for a new idea, message, or strategy that will grab your audience\u2019s attention.<\/p>\n While it\u2019s likely that your organization will encounter a few bumps on its journey toward an integrated, omnichannel marketing strategy, it’s well worth the end result. These tips, along with help from a nonprofit marketing and fundraising agency, can help your organization reach brand-new audiences, strengthen bonds with your existing supporter base, and cultivate a well-rounded digital presence.<\/p>\n","protected":false},"excerpt":{"rendered":"\n
1. Integrating communication channels is difficult.<\/h2>\n
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2. Your nonprofit struggles to allocate resources.<\/h2>\n
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3. Keeping up with trends feels overwhelming.<\/h2>\n
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