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3 ways nonprofits can use digital marketing

By MarketingNo Comments

Digital Marketing for Nonprofit Organizations

Few organizations have benefited from the shift to digital media quite like nonprofits. They save thousands on mail costs, and unlike telemarketers and volunteers, their websites can promote their causes all day, every day. However, it takes more than just a website to generate support and donations.

The number of nonprofit organizations has increased dramatically over the last few decades, and as of 2022, there are more than 20 registered nonprofits in the Botswana alone. While many of these organizations support worthy causes, this means that your organization needs to stand out if you want to attract donations and volunteers.

On this page WebNT Digital Agency explains how nonprofit marketing is similar to—and different from—marketing for other organizations, and also offers a few suggestions for putting an Internet marketing strategy into action.

If you’re ready to start using digital strategies to market your nonprofit, give us a call at +267 75697942 or contact us online.

Is digital marketing for nonprofits different?

Nonprofit organizations that market online see many of the same advantages enjoyed by for-profit businesses. Costs are lower, time to market is faster, and the pool of prospects is based more on expressed interest than on your best guesses.  However, nonprofits have to deal with unique challenges that private sector businesses do not.

For one thing, your marketing costs are going to be lower because they have to be. When a for-profit business keeps its Internet marketing budget small, it’s only because decision makers are waiting to see a return on investment before allocating more. Nonprofit marketing budget are small because there’s typically less extra money to add.

Online marketing costs much less than, say, a direct mail campaign or a TV or radio ad, but low-cost is not the same as free. Pay-per-click and other ads still cost money to run, and content requires the services of writers and designers. This may cause your organization to focus on lower-cost marketing methods, maybe even forgoing traditional marketing methods for the most cost-effective online tactics.

Moreover, your content marketing strategy will need to focus on the cause and not the consumer. Businesses develop customer loyalty by entertaining and informing the public. Clothing retailers offer fashion tips, while tech companies might write about new software or answer tech support questions. As a nonprofit, your content should focus not on consumers’ fear or greed, but on their heartstrings.

Nonprofits should create content around the issues they’re trying to address: how many people are impacted, the causes and effects, inspirational or heartbreaking stories, and what the reader can do to help. Content shouldn’t be about the organization, either. Remember, nonprofits don’t exist to help themselves—they exist to help others.

3 ways nonprofits can use digital marketing

One of the advantages of online marketing is the Internet’s ability to perform many functions. It enables you to communicate with potential donors, share important resources with a broad audience, and collect funds. Of course, none of this is possible without the right tools and a steady level of commitment. If you want to increase donations, engagement, and awareness online, focus on the following steps:

1. Add simple donation tools

Your site tells your story, and hopefully motivates people to donate. They shouldn’t have to go somewhere else to take that final step. Yet, that’s what happens if your call to action ends with an address or printable donation form. Make your call to action page interactive and don’t run the risk of losing valuable gifts.

With online donation tools that enable people to donate using PayPal or credit cards—either online or via mobile devices—you make the giving process seamless. The easier the process, the more likely people are to do it. And considering that last Giving Tuesday generated 36 percent more online donations than the year before, it’s clear that today’s donors prefer the Internet.

2. Share success stories via social media

One of the reasons people donate to worthy causes is to help create happy endings. Some donors are interested in the number of people served successfully, and others feel good hearing one success story at a time. Social media helps you share both kinds of stories.

Anecdotal stories are ideal for giving detailed accounts of how your organization is using funds. A story about one child, one family, or one veteran can show donors see the level and scope of services you provide. Statistics, on the other hand, create a larger view of the issue and the reach of your organization.

By showing potential donors how many people are served, how much money is spent and the long-term impact of your work, you assure them of the value of their donation. And as an added bonus, all social content is shareable, meaning that if social users are particularly moved, they can share your content with their friends.

3. Get listed on nonprofit directories

Unfortunately, not every dollar goes to its intended target. Some nonprofits don’t spend money well, giving more money to staff and administrative functions than to the people they’re trying to serve. Even worse, some “nonprofits” are just fronts for con artists trying to scam generous people. Your organization does neither, but people need to know that before they give. A listing in a nonprofit directory will assure them of that.

Sites like Charity Navigator and Guidestar have helped millions of people give to worthy causes. A listing on one of these sites assures potential donors of your 501(c)3 status, the effectiveness of your programs, your ability to spend wisely, and your reporting and transparency capacity. The better people feel about your organization, the more likely they are to trust you with their giving dollars.

Digital Marketing For Dentists

By Marketing

Your dental practice provides patients with quality care and service. As more people start their search for practitioners online, however, it’s become critical to not only offer exceptional service but also manage a competitive online marketing strategy for your dental practice.

Are you ready to use dental Internet marketing to grow your center and help more patients?

Then WebNT can help. With a youthful active team of digital marketing specialists, plus experience in dental web marketing, we have the talent (and expertise) to promote your practice and improve its online presence, helping you reach and attract new loyal patients.

Attract more patients with dental SEO marketing

Online marketing for dentists: Top 5 strategies

Internet marketing is a broad term that describes many different online strategies, all of which can benefit your business. If you’re thinking about using online marketing for dentists, then it’s essential for your practice to adopt the most effective strategies.

These five dental SEO marketing strategies are some of the most effective and a great starting point for any dental practice.

1. Search engine optimization (SEO)

Once you have an informative, well-designed site, you need to make sure that your potential patients can find it. The best way to do this is with search engine optimization, or SEO, a must-use strategy for dental SEO marketing.

As we mentioned above, many people find dentists on search engines like Google.

SEO for dentists involves optimizing your website for the words and phrases people search so that your practice’s site appears in the results and ranks higher than your competitors.

SEO also involves boosting your site’s reputation online by building relationships with news sites, industry blogs, and other credible publications. Search engines want to provide their users with the best possible results, and building links from authoritative sites shows that you’re equally dependable.

2. Content marketing

Your site needs to provide visitors with basic information, like your address, contact information, and services.

But beyond that, you can also use content marketing to turn your site into a helpful resource for potential patients. Many people have questions about dental care, and as an expert on the topic, you can write articles, blog posts, and other online content to answer those questions and address common concerns.

This shows visitors that you’re a trustworthy source of information.

Plus, when you optimize your content for search engines, it can also bring new visitors to your site. And if these visitors need a new dentist, providing them with useful information is a great way to show them that you’re the right dentist for them.

That’s why it’s smart to include content marketing in your dental Internet marketing plan.

3. Email marketing

Not all of your site visitors will be ready to make an appointment the first time they visit. But if you encourage them to sign up for an email newsletter, you can stay in contact with them until they are. That’s why many dentist website marketing strategies include email marketing.

Sending helpful newsletters on a regular basis ensures that your potential patients won’t forget about your practice. Then, when the time comes for them to schedule a checkup, they’ll already know who to call.

Email marketing is also useful for reminding your current patients to schedule appointments. Setting automated reminders is a great way to make sure they don’t forget, and including links to your contact information makes the process quick and easy.

4. Web design

Your website is your dental practice’s home online, and it’s often your first chance to make an impression on a potential patient. This means that your site needs to accurately reflect the quality of your practice.

If your site doesn’t look professional or if it’s difficult for visitors to find the information they want, those visitors will return to the search results and choose another option – most likely one of your competitors.

There are a few best practices to keep in mind when designing a website for your dental practice, but when it comes down to it, your site serves one primary function: Show visitors that you’re the right dentist for them.

5. Social media marketing

Although many dental practices aren’t active on social media, social media marketing for dentists is extremely effective. Platforms like Facebook and Twitter allow you to connect with your audience on a more personal level.

You can use them to share helpful tips, company news, and photos of your team. Even better yet, you can interact with your followers and build relationships with them to encourage new and repeat patients.

With so many people active on social media, it’s a critical part of dental online marketing strategies.

Why Does Dental Internet Marketing Matter to Dentists?

Most consumers today turn to the Internet to research their options for just about everything, including dentists.

In most cases, people who are looking for a new dentist will begin by searching “dentists in [city]” on a search engine like Google.

They’ll scroll through their options, click through to the sites that appear to meet their needs, and look for additional information to determine which is the best option.

Dental Internet marketing is the best way to make sure that your practice is the one they call.

Ready to reach more patients with dental online marketing?

Your potential patients turn to the Internet when they want to find a new dentist, and Internet marketing is the best way to make sure they can easily find your practice. If you’re interested in creating an online marketing strategy for your dental center, WebFX can help.

We’ve worked with  clients and created successful Internet marketing strategies for all of them – and we’ll do the same for you.

6 Digital Marketing Strategies for Law Firms

By MarketingNo Comments

In the Botswana, one out of three people will seek legal counsel in their lifetime, and three out of four people looking for attorneys will use online resources.

Since so many people begin their hunt for legal information on the Internet, it’s important for your law firm to maintain a presence online right where your best prospects are searching.

How do we drive results for Law Firms?

Keep reading if you want to learn more! For professional help with digital marketing, give us a call at (+267) 75697942or contact us online.

 

What is digital marketing?

Internet or digital marketing includes a series of online strategies to drive qualified traffic to websites, convert leads, and increase revenue for companies.

An affordable option for businesses in all industries, Internet marketing helps law firms increase their reach and engage more potential clients.

6 digital marketing strategies for law firms

Let’s take a look at some Internet marketing strategies that work well for law firms.

1. Search engine optimization (SEO)

Search engine optimization is the process by which websites are optimized to rank higher in search engine results for targeted keywords or phrases.

When people search for legal services in their area, you want your law firm to appear at the top of search engine results. The higher your website ranks, the more clicks and views it will receive, and more people will find out about your services.

You can be the best lawyer in your area and have a beautifully designed website, but without SEO strategies, people may never find you.

2. Pay-per-click (PPC) advertising

With pay-per-click (PPC) advertising, lawyers can choose which keywords and phrases they want to trigger their advertisements. If their bid is among the highest for a specific term, their ad will appear above organic results.

However, legal terms are among the most expensive keywords on both Google and Bing, averaging upwards of $100 per click.

One of the major benefits of PPC advertising, though, is that results are instantaneous. As soon as you launch a campaign, it can start driving qualified traffic to your website. Unlike SEO strategies, which can take weeks to show results, PPC campaigns can instantly boost your website views and revenue.

If your law firm wants fast results, PPC is a great way to gain a presence in search results while establishing organic rankings.

3. Content marketing

Content marketing includes everything from blog posts to infographics, ebooks, and videos, and it goes hand in hand with SEO since search engines love quality content.

Lawyers typically have a wealth of knowledge on a variety of topics and industries. With content marketing, your firm can showcase thought leadership and position itself as a leader in the field.

If someone searches for legal advice and comes across a helpful post by your law firm, they will be more likely to check out your website and find out more information about the services you provide. This makes content marketing a valuable investment and relationship building tool for law firms.

4. Social media

Lawyers rely heavily on social interaction with current and potential clients, as well as business colleagues, to drum up new leads.

Social media is a great networking tool, and it allows lawyers to connect with potential clients and increase awareness of their services. In addition, lawyers can use social media to share helpful information and position themselves as industry leaders.

5. Email marketing

Email marketing is a cost-effective way for lawyers to reach new clients.

Skip the legal jargon in your emails. Nobody is going to spend time reading your novel of an email explaining a new law. After all, isn’t that what people are paying you to do?

Instead, focus on providing helpful resources that aid potential clients in their search for legal information.

If recipients like what they see, they can reply to get in contact with you, or easily forward the email to others who may be interested. You can also include links to your website and social media accounts, making it easier for potential clients to take the next step and contact you for more information.

6. Web design

When people land on your website, they have to be able to easily find the information they’re looking for, or they’ll look somewhere else!

well-designed and organized website contributes to lower bounce rates and an improved online experience for users.

For law firms, it’s essential for potential clients to be able to find contact information. In addition, your website should contain information about your lawyers and can even link to their profiles, blogs, and academic publications to which they have contributed.

In addition, it’s important for law firms to ensure that their websites are responsive. Since so many people search for information on the go, they need to be able to access your site from their phones or tablets.

If they encounter navigation or site speed problems, they’ll waste no time turning to a competitor.

While SEO attracts qualified leads to your website, great design will keep them there and help convert them into satisfied clients.

How does digital marketing benefit law firms?

Lawyers understand the importance of nurturing qualified leads, and Internet marketing helps them reach prospects online.

Since so many people turn to the Internet for legal advice, it’s crucial for law firms to maintain a presence online where people are searching.

Drive leads with digital marketing for law firms

Interested in learning more about how Internet marketing can increase leads and generate revenue for your law firm?

WebNT understands what it takes to drive results and get your law firm the results you deserve. Contact us today to find out more about our custom Internet marketing plans.

 

Is this digital agency right for me?

By Marketing

Choosing the right digital agency can be a complicated and time-consuming process. The core idea is that no one agency is perfect for every single client, but there is a best fit for your business. In this article, we give you an insider’s view of the digital agency marketplace in Botswana.

Your choice is important

Finding the right digital partner is crucial because the work you do together is an investment in your business (not just your website or digital experience). The outcome needs to meet the brief, but how you get there is just as important.

Choosing a digital agency may seem like much of a muchness, but that couldn’t be further from the truth. The type of agency you choose will dictate the result and shape your experience. Understanding your options is vital to making the right choice for your business.

The digital agency landscape

The digital agency landscape can be defined by:

  • agency size
  • maturity
  • network affiliations
  • location
  • specialisation and
  • culture

Understanding these distinctions will help you categorise and understand the risks and benefits associated with different types of agencies. It will also help you identify the perfect match between what’s available and your unique needs as an organisation.

Agency size

The size spectrum ranges from individual contractors and freelancers who work alongside your team, to small boutique agencies, to medium-sized (50-100 employee) operations, to large global agencies and consulting firms.

Smaller agencies usually offer lower fees but bring higher risks around resourcing, capacity and rigour around process, so it’s important to consider how an agency’s size fits the needs of your organisation. For example, if you’re an SME, a large, established digital partner may not be a cost viable option and you may find the agency’s approach too rigid and inflexible for your needs. Conversely, a small, edgy newcomer may be an exciting prospect, but if you are a large, risk-averse corporation it’s probably not going to be the right choice.

Agency maturity

An agency with an established record removes much of the risk when selecting a digital partner. Finished jobs, case studies, published articles, and client testimonials and reviews all help you evaluate how well an agency is suited to your brief and how likely it is to deliver to your expectations.

A newcomer may be a good option if the founders have a great reputation and solid experience behind them. Less established agencies may provide good value and suit organisations looking for flexibility and new thinking. However, there is an inherent risk associated with unproven newcomers to the market which should be carefully evaluated.

Network affiliation

Network affiliated agencies include names such as DDB, Clemenger and Saatchi & Saatchi which are owned by Omnicom Group and Publicis. Network agencies are different from independent agencies because they have been bought by large international conglomerates.

These agencies provide a more standardised offering compared to independent agencies, and close ties with other specialist providers – such as media and creative agencies. This  may suit larger organisations looking for solutions across multiple disciplines beyond digital.

Independent agencies are usually more nimble, free to adapt to market needs, and can be more cost-effective.

Specialisation

The degree of specialisation within an agency can be a function of its size. For example, a small boutique digital agency may focus exclusively on building apps. While a larger digital agency may offer full strategic, creative, and web development services.

On the other end of the size spectrum, large consultancies such as Deloitte and McKinsey offer a full suite of digital solutions but in a more generalist way. Understanding both the breadth and depth of an agency’s specialisation is crucial to choosing the right digital partner. The best way to find out is to ask a lot of questions, see examples of the agency’s work and speak to other clients who have completed similar projects to your own.

Culture

The way an agency does things is as important a consideration as what it produces. What does the agency value? Which processes does it use? How does it treat its employees? What sort of difference is it making in the world? A good cultural fit between client and agency can make all the difference between relishing the experience of working together and just getting through it.

The best way to gauge an agency’s culture is to speak to staff and other clients. It’s not just about hearing the right things, there’s an intuitive feeling you come away with – a ‘vibe’. If you feel comfortable, understood and positive then there’s a good chance there’s a cultural alignment or fit. If you come away from discussions feeling wary, uneasy or confused, then there may be some unbridgeable differences between the two of you.

Location

The pandemic has forever shifted our approach to work, with remote meetings and virtual collaborations now the norm. However, as Covid risks and interruptions continue to decrease, the ‘old normal’ is starting to make a comeback.

Choosing an agency that’s geographically close means having opportunities to meet face to face – even if it’s just on occasion. This contact can help develop relationships and trust more quickly and deeply. This may be an important consideration if you’re planning a long-term partnership with a digital agency.

Choosing the right digital agency can be a complicated and time-consuming process. The core idea is that no one agency is perfect for every single client, but there is a best fit for your business. In this article, we give you an insider’s view of the digital agency marketplace in Botswana.

Your choice is important

Finding the right digital partner is crucial because the work you do together is an investment in your business (not just your website or digital experience). The outcome needs to meet the brief, but how you get there is just as important.

Choosing a digital agency may seem like much of a muchness, but that couldn’t be further from the truth. The type of agency you choose will dictate the result and shape your experience. Understanding your options is vital to making the right choice for your business.

The digital agency landscape

The digital agency landscape can be defined by:

  • agency size
  • maturity
  • network affiliations
  • location
  • specialisation and
  • culture

Understanding these distinctions will help you categorise and understand the risks and benefits associated with different types of agencies. It will also help you identify the perfect match between what’s available and your unique needs as an organisation.

Agency size

The size spectrum ranges from individual contractors and freelancers who work alongside your team, to small boutique agencies, to medium-sized (50-100 employee) operations, to large global agencies and consulting firms.

Smaller agencies usually offer lower fees but bring higher risks around resourcing, capacity and rigour around process, so it’s important to consider how an agency’s size fits the needs of your organisation. For example, if you’re an SME, a large, established digital partner may not be a cost viable option and you may find the agency’s approach too rigid and inflexible for your needs. Conversely, a small, edgy newcomer may be an exciting prospect, but if you are a large, risk-averse corporation it’s probably not going to be the right choice.

Agency maturity

An agency with an established record removes much of the risk when selecting a digital partner. Finished jobs, case studies, published articles, and client testimonials and reviews all help you evaluate how well an agency is suited to your brief and how likely it is to deliver to your expectations.

A newcomer may be a good option if the founders have a great reputation and solid experience behind them. Less established agencies may provide good value and suit organisations looking for flexibility and new thinking. However, there is an inherent risk associated with unproven newcomers to the market which should be carefully evaluated.

Network affiliation

Network affiliated agencies include names such as DDB, Clemenger and Saatchi & Saatchi which are owned by Omnicom Group and Publicis. Network agencies are different from independent agencies because they have been bought by large international conglomerates.

These agencies provide a more standardised offering compared to independent agencies, and close ties with other specialist providers – such as media and creative agencies. This  may suit larger organisations looking for solutions across multiple disciplines beyond digital.

Independent agencies are usually more nimble, free to adapt to market needs, and can be more cost-effective.

Specialisation

The degree of specialisation within an agency can be a function of its size. For example, a small boutique digital agency may focus exclusively on building apps. While a larger digital agency may offer full strategic, creative, and web development services.

On the other end of the size spectrum, large consultancies such as Deloitte and McKinsey offer a full suite of digital solutions but in a more generalist way. Understanding both the breadth and depth of an agency’s specialisation is crucial to choosing the right digital partner. The best way to find out is to ask a lot of questions, see examples of the agency’s work and speak to other clients who have completed similar projects to your own.

Culture

The way an agency does things is as important a consideration as what it produces. What does the agency value? Which processes does it use? How does it treat its employees? What sort of difference is it making in the world? A good cultural fit between client and agency can make all the difference between relishing the experience of working together and just getting through it.

The best way to gauge an agency’s culture is to speak to staff and other clients. It’s not just about hearing the right things, there’s an intuitive feeling you come away with – a ‘vibe’. If you feel comfortable, understood and positive then there’s a good chance there’s a cultural alignment or fit. If you come away from discussions feeling wary, uneasy or confused, then there may be some unbridgeable differences between the two of you.

Location

The pandemic has forever shifted our approach to work, with remote meetings and virtual collaborations now the norm. However, as Covid risks and interruptions continue to decrease, the ‘old normal’ is starting to make a comeback.

Choosing an agency that’s geographically close means having opportunities to meet face to face – even if it’s just on occasion. This contact can help develop relationships and trust more quickly and deeply. This may be an important consideration if you’re planning a long-term partnership with a digital agency.

Where does WebNT fit in the digital agency market?

WebNT is an independent  digital agency established in 2020.  We work with small- to medium-sized clients on a full suite of digital services including strategy, UX, design, content, SEO, and digital experience platform implementations.

We employ an Agile way of working to deliver a rigorous, evidence-based approach that leads to impactful project results.

We suit organisations looking for deep specialisation and capability across digital experience projects, and an engaged collaborative style of working together.

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