222. Level-Up Your Impact with Purposeful Marketing - Maria Bryan
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Overview
Meet Maria. This nonprofit digital marketing whiz centers her work solely in driving "purposeful marketing." We're talking about how to level-Up your impact for purposeful marketing + 2022 nonprofit marketing trends you can’t ignore. She's a firm believer that storytellers make the world a healthier, safer, cleaner, and happier place - and you know we're chatting about that too📖🌍❤️
💡Learn:
👆2022 major marketing trends for nonprofits
👆3 things to focus on and invest in this year
👆Why content planning is strategic & time-saving
👆Focusing calls-to-action in email and social channels
Today’s Guest
Maria Bryan, Principal, Maria Bryan Creative
“I’m fully committed to give that same experience to nonprofit leaders and marketers. I want to make sure they have really high quality and accessible training.”
Episode Transcript
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Episode highlights
Maria’s story and journey to where she is today (2:37)
Marketing trends you can’t miss in 2022 (8:50)
Focus on Hybrid Experiences
Focus on Video
The Rise of AI Tools
Optimize Mobile
Appeal to Gen Z
Have an Email Marketing Strategy
Overview of purpose driven marketing (19:00)
3 things to invest in and focus on to market on purpose (24:00)
Have a deep understanding of your audience
Develop strategic goals and objectives
Content Planning
A Powerful Moment of Philanthropy in Maria’s Life (30:00)
Maria’s One Good Thing: You belong here and you're making the space better for being here. (34:00)
powerful quotes
“The challenge was that I didn’t have a marketing background.” -Maria
“So many nonprofit leaders end up in this space because of something pivotal that happened in their life.” -Maria
“I’m fully committed to give that same experience to nonprofit leaders and marketers. I want to make sure they have really high quality and accessible training.” -Maria
“Whether it is fundraising events or community events, we had a huge shift to digital.” -Maria
“We’re really going to see an increase in hybrid experiences. Pay attention to the technology out there that can help support this.” -Maria
“It is worth having less content, but more valuable content.” -Maria
“AI tools are becoming more accessible and affordable.” -Maria
“50% of traffic to nonprofit sites were through mobile. Make sure you look good on mobile, but also that donating on mobile is incredibly easy.” -Maria
“Gen Z is so passionate about the causes they care about, and they are ready to give to causes.” -Maria
“Be authentic and human. They will see right through us otherwise. If you do decide to appeal to Gen Z, make sure you aren’t just stuck using Facebook and LinkedIn. If you are ready, consider using the platforms they are on.” -Maria
“If you are relying on social media for your CTAs, now is the time to have an email list. Year after year shows that people are more likely to act on email asks.” -Maria
“Be thinking about ways to really up your email marketing game this year, it will be a game changer for campaigns in 2022.” -Maria
“One thing that I really want for you to do is think about your broader goals. Which one of these tactics is bringing you closer to your goal? It’s about bringing you from A-Z moving the needle.” -Maria
“It’s evolved to think about marketing as an extension of your impact. How can you nurture your audience?” -Jon
“I want to simplify nonprofit marketing for people because when you feel like things are attainable, it is easier to feel successful with what you’re doing.” -Maria
“When you understand your audiences’ limitations and challenges, you are going to come up with a way that they can donate that makes it so seamless for them.” -Maria
“Have a deep understanding of who your audience is.” -Maria
“Just choose one goal per quarter, and be sure you’re tracking them in a meaningful way.” -Maria
“It is crucial that you are taking the time to be intentional about what you are putting out into the world. Give yourself space to create quality content.” -Maria
“It’s never a waste of time to plan content ahead.” -Maria
“If you can forecast what you are saying, it can give you a check of how many times you are asking for something and thanking someone.” -Becky
“When your so stressed to get something out there, it is so easy to put in the wrong code for the first name or make mistakes.” -Maria
“Even though content is a core part of what I teach, content is not the end all be all.” -Maria
“If you are writing in a place of scarcity and stress, people are going to pick up on that and it won’t attract supporters.” -Jon
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Studio Selfie! Julie Confer, Becky Endicott, Jon McCoy and Maria Bryan
