Your nonprofit organization has the kind of site that makes web design award committees fall to their knees and say, “This is what makes our jobs worthwhile!”
Your landing pages are so compelling that people routinely put their cat videos on pause to click over and see what you’re doing. And if you do say so yourself, this latest landing page is quite possibly one of the best you’ve ever seen.
But despite these next-level changes, you’ve got a major problem on your hands:
You don’t think you’re driving enough traffic to your website landing pages. Or maybe worse yet, the strategies you’re using just aren’t driving the results you need.
How can you get the email sign-ups, volunteers, and donations that you’re looking for? What does a nonprofit marketer have to do to get their landing pages seen in a hurry?
We’ve put together this list of 10 proven landing page promotional strategies that you can use to send traffic to your landing pages in droves.
Table of Contents
1. Social Media
For many nonprofit organizations, social media is the Holy Grail of advertising. Not only is it free to fire up an account, hop on a few trending hashtags, and see big-time sign-ups, but it’s also possible to build an active community around your cause with just a few well-placed tweets and posts.
So what does this have to do with your landing page? The answer to that question is, “Everything.”.
If you were looking to sell a vintage car and you had to choose between your local auto club and a room full of preschoolers, you’d likely expect to get more offers at the club membership meeting. Why? Because in the auto club meeting scenario, you’ll have found a bunch of car enthusiasts who understand the value of what you’re selling.
Social media is surprisingly similar in this regard. By putting together a social media branding strategy that compels, informs, and entertains, you can have a better shot at finding people who are willing to support your cause.
2. Twitter Chats
It turns out that Instagram and Twitter posts aren’t the only way that you can work social media in your favor. You can also attract the attention of folks who care about your cause by taking the time to host a Twitter chat. As the name implies, these are pre-scheduled times where people will gather around a hashtag and have a conversation.
Chronic Disease Coalition is just one of many nonprofits that have been engaging with patients and the chronically ill community at large through chats. And if you don’t feel like you have the bandwidth to start up the whole thing from scratch, you can get clicks to your landing page simply by being an active participant.
Does talking to people who are passionate enough about your cause to block off their calendars, log into social media, and chat for around an hour sound like a decent marketing strategy? Here’s a list of ongoing Twitter chats you can use to find some relevant hashtags for your organization.
3. Paid Ads
Let’s say you’re in a hurry. You’ve been giving this social media thing a shot and while you’re getting a few clicks here and there, the event is next week and you really need more registrations.
If we told you that you could press a button and start seeing traffic on your page within minutes, you’d at least want to hear us out, right? Well, paid ads are as close to a guaranteed traffic method as it gets.
4. Influencer Marketing
According to Influencer Marketing Hub, every dollar that businesses spend on influencers can generate anywhere from $5.78 to $18 in sales. While nonprofits probably shouldn’t be thinking in terms of ROI and product sales, there is something to be said for the power of running an effective influencer marketing campaign.
People are bombarded every day by advertising, junk mail, and companies that are trying to sell them something. And in a world where ad blindness is increasingly becoming a thing, being able to tap someone who has built an engaged following and say, “Hey, we’ve got this nonprofit event coming up. Can you give us a backlink?” can produce impressive returns.
5. Hop on Some Trending Topics
Major news and you’ll-always-remember-where-you-were-when-it-happened types of events have a way of breaking the internet. And if you’re looking for more traffic, you can capitalize on the momentum of a viral topic by using a technique called “newsjacking”.
Here’s how it works:
Let’s say that your nonprofit deals with re-homing pets. And as luck would have it, you’ve got a fundraising gala coming up just a few days after the release of a new Air Bud movie.
You know that all the families in your city will be talking about it. You know that the trending hashtags are going to be busy. By hopping in and joining the conversation, you can get more people looking at your posts and visiting your landing pages.
To be clear, you’ll want to be careful with this. Nobody likes a conversation partner who’s always talking about themselves. And so you’ll want to make sure that you’re adding to the larger conversation.
That being said, one of the things we mention when we talk about nonprofit branding is the importance of finding out where your target audience is hanging out. Trending topics and viral hashtags are a fantastic way to meet your intended audience halfway.
6. Your Online Publication
If your nonprofit has a blog or a digital newsletter that it uses to keep in touch with people, a few well-placed links can help you get more traffic to your landing page.
As far as budget-friendly marketing strategies go, this is a quick, cheap, and painless way to drum up more interest in your cause.
7. Guest Posts
Every few years, someone in the internet marketing space will put out a bombastic post that says something to the effect that, “Blogging is dead!”. But in 2019, there was at least one entrepreneur who skyrocketed his website traffic with a guest post-driven promotional strategy. As it turns out, people might not always be leaving comments, but they’re sure as heck reading content that’s interesting to them.
Are there any cause-adjacent websites that you should be pitching articles to? Do you have any sister charities that you could collaborate with? If you’ve got a semi-permanent website landing page set up on your site, guest posting can be a free way to get your name out there.
8. Word of Mouth
Imagine you’re looking to buy a new skincare product. All things being equal, you’re more likely to trust the word of your dewy-skinned best friend over that of a sketchy, trenchcoat-wearing salesperson in the parking lot, right?
For the people who are into your cause but feeling a little skeptical, word-of-mouth referrals can be a powerful thing. So are you speaking at conferences or asking your current donors to recruit friends and family? Business cards that send people directly to a special landing page can be a great way to generate more clicks.
9. Send an Email Blast
It’s no secret that nonprofit organizations are often operating lean. And as a member of the leadership team, you’re more than likely doing multiple jobs on any given day.
The nice thing about sending an email to your contact list is that it’s free and full of people who want to hear from your organization. As a result, one or two well-written emails have the potential to drive a significant number of event registrations and donations.
10. Your Website
A lot of marketing teams spend so much time refining their techniques and strategies that they forget that the organization’s website is one of the best heavy-duty marketing tools they have. After all, your site is effectively your digital base of operations.
However, when someone googles your organization or sees you on Instagram, your landing page might not be the first page they see. Through pop-ups, links, and well-placed CTAs, you can help site visitors go from “Wow. I did not know about this organization.” to “Let me get involved!” on autopilot.
Want More Landing Page Traffic? We Can Help
The whole “If you build it, they will come.” philosophy may have worked for nonprofits a few years ago. But today, it’s not enough for your organization to have a landing page.
You also need a strategy for generating traffic!
At BrashBerry, we are all about helping nonprofits get more out of their websites. Book an appointment with us today!