October Right Now Report
It can be daunting to try and keep up with new trends, updates and best practices, while you are managing everything else that goes into running an organization. At Right Relations we are the marketing experts so you don’t have to be.
We created the Right Now Report to give you the high-level updates you need without the unnecessary clutter. In the October Report, we’re covering how to use hashtags, ways to market like pumpkin spice and how to get your year-end giving communications in order.
Are hashtags dead?
Hashtags were created for social media users to find relevant content. They can offer value by expanding your audience, boosting engagement and building brand identity. Recently, a discussion has started In the marketing world about the relevance of continuing to use hashtags across social platforms. Ultimately, the role of hashtags is going to vary for each social media account. However, hashtags can still play a pivotal role when used strategically.
If your data shows that hashtags are working to reach new audiences and build your brand identity, keep using them. On your Instagram business profile, take a look at Post Insights to see how many impressions you received from hashtags. This can inform your strategy.
When using hashtags it’s important to strike a balance between popular and niche tags, conduct research to find relevant hashtags, maintain consistency in their usage and continue to analyze their impact on engagement.
In addition to hashtags, you can improve your visibility by making your content SEO-friendly through the use of relevant keywords. This can help get your content in front of more eyes since Instagram’s Search feature is designed to help users discover accounts and posts of interest by prioritizing search results based on user input, their activity on the platform, and the overall popularity of content.
How you can market like Pumpkin Spice
The fall brings all things pumpkin spice-flavored. Here’s a quick PSL history lesson:
- The first known use of pumpkin spice comes from a British recipe in 1675 that was derived from the East India Trading Company.
- McCormick later introduced the first commercial pumpkin pie spice in 1934.
- Then in 2004, Starbucks commercialized the Pumpkin Spice Latte and the global phenomenon was born.
Pumpkin spice’s popularity stems from its strong association with the fall season, creating nostalgia and emotional connections. Its versatility enables businesses to offer a variety of products within a limited time period which naturally increases the sense of urgency and exclusivity. Social media buzz and cross-promotion enhance its marketing impact, while consistent offerings over time foster brand loyalty.
To market like pumpkin spice, focus on creating a sense of seasonality and emotional connection with your programs or offerings. Craft marketing messages and visuals that evoke emotions and memories tied to the season or occasion. This reminds your audience of the good memories they associate with your organization. Those positive feelings create a buzz and people want in on that. Lean into that and make sure your organization is ready to welcome new fans with open arms.
Have you planned for the rest of Q4?
As you’re gearing up for the final quarter of the year, remember that the year-end season is a pivotal time for nonprofit fundraising efforts. It’s when donations surge, driven by tax incentives and holiday generosity.
Follow these tips as you’re working on your year-end communications:
- Begin by crafting compelling stories that showcase the impact of your work throughout the year.
- Incorporate these stories into your newsletters, social media posts and email campaigns, emphasizing how donors’ support has made a difference.
- As the year-end rapidly approaches, ramp up your messaging with a clear call to action, highlighting the urgency and importance of year-end giving to sustain your mission.
- Use various channels to reach your audience including digital and mail, and consider personalized appeals for different donor segments.
By seamlessly integrating appeals into your broader year-end communications, you can inspire supporters to contribute and make a lasting impact. Meeting fundraising goals is important, but it’s also a chance to foster deeper connections with your donors, express gratitude and showcase the impact of their support.
Another part of your year-end plans can include Giving Tuesday. When considering whether to participate in Giving Tuesday, ensure it aligns with your mission and resources and integrate it into your broader fundraising strategy. Assess your resources, including staff and volunteers and evaluate the engagement level of your supporter base. It’s important to have a clear, compelling message for your campaign and a strategy that integrates Giving Tuesday into your overall fundraising plan. By carefully evaluating these factors, you can determine whether participating in Giving Tuesday is the right choice for your nonprofit. Keep in mind that Giving Tuesday is more than just an opportunity to ask for money it is also an opportunity to engage your community with information about your organization.
Whether you ask for donations or engage your community in other meaningful ways, make the most of this season to strengthen your nonprofit’s impact and relationships.
Other Marketing News:
A data-driven Google Ads model is headed our way
Google Ads is promoting data-driven attribution as the default model for tracking how people engage with ads and become customers. Starting on October 18, 2023, Google will automatically upgrade your conversion actions to the “Data-driven” model, which combines AI-powered bidding for improved performance. Currently, fewer than 3% of web conversions in Google Ads use other attribution models.
For those who want to retain control, you can switch to the “Last click” model, which will still be supported. You can find a list of impacted accounts and make changes as needed. If no action is taken, Google will automatically switch your conversion actions to the “Data-driven” model.
Recent changes to X (Formerly Twitter)
X released an updated privacy policy at the end of September. Data privacy experts are raising their concerns about the updates. We found this write-up from Business Insider particularly helpful as we’re diving into what these changes mean for X users. The full privacy policy can be found here.
If you have any questions about these topics or would like support in implementing these trends in your own marketing strategy, we’re here to help. We’re committed to helping you navigate the ever-changing landscape of digital marketing with ease.
We’d love to hear from you! Reach out to us today to explore how working with Right Relations can help you stay ahead of the curve and bring joy back to your marketing efforts.
