Updated: May 22, 2020
A strong online marketing strategy involves using more than one tool. The top 3 includes:
Social Media + Apps
All of these tools have both organic reach and paid advertising options for you to use and increase your brand awareness.
Brand Awareness & Social Media Advertising
Social media is everywhere and can be a great tool to increase brand awareness.
Instagram, Snapchat, TikTok, Tinder, Facebook, Twitter are all apps used by Gen Zers and where they spend their time. (An obscene amount of time, at that.) It’s also where they prefer to see ads and interact with local businesses and organizations.
You can use all of these networks for paid advertising and many of them for organic marketing and brand awareness as well.
Paid Advertising - Target Your Audience
Snapchat, Facebook, and Instagram are the places you want to be to reach young Millennials and Gen Zers. Be where the people are.
Using paid advertising options on social media newsfeeds and stories increases your brand awareness, SEO, and online appointments. We create ads to reach women (and men) who need your services through strategically targeting audiences with ad placements on Facebook, Snapchat, Instagram, Messenger, and Tinder.
Facebook ads still have the highest ROI (return on investment) of any online marketing platform.
Organic Advertising - Brand Awareness
When you increase your brand awareness, you can target people who specifically like your business page and reduce your paid advertising costs. Consistent, relevant posting in line with Facebook’s (and Instagram’s) algorithms can:
boost your SEO and Google ranking
Increase website traffic and appointments
Create a stream of referrals and online advocates
Help you reach more women and families in need of your services
For an effective organic advertising strategy, all it takes is posting daily and relevant content. And time - lots of time. That’s why we provide affordable social media management services to pregnancy centers. Staff members for a small business spend 9-10 hours a week (on average) creating posts, researching topics, and designing content just in social media alone.
It’s a critical component to your online marketing presence and growing your organization’s brand, yet it is also very time-consuming. In order for small businesses to stay visible and relevant to your audience, Facebook recommends posting a minimum to 5/week and Instagram recommends a minimum of 3/week.
Google needs no introduction. There are a plethora of marketing options within Google and quite a few useful tools to help you see what’s working and what is not.
Tool #1 Google My Business (GMB) - For All
GMB is a free tool from Google where you can create a profile for your business. With this profile, you will gain a presence on Google Search and Google Maps. A high ranking on Google Maps is critical because most of your clients look up search terms on their phones.
Though it is not just about creating a profile and then that’s that part of your online marketing strategy done. Post updates should include:
Keywords for your services
Hours and updates
Posting on GMB is one component to your SEO strategy. Consistent reviews is another. Ask past clients and patients to post a review of your business on Google. (For centers, we recommend asking parenting program clients.) Reviews increase your Google Maps rankings.
Tool #2 Google Ads -- For Some
Google Ads can cost a fortune, especially if your cost per click is significantly high. Another problem with Google Ads is that you are competing with businesses that have endless pits of money that they can throw at it.
If you are going to use Google Ads, we recommend having a large budget designated just for your ad spend and focusing on the most common search terms of the people you are trying to reach.
If you use SEO tactics to their fullest potential, you may never need to use Google Ads in your online marketing strategy.
Tool #3 Google Grants - For Few
Google grants may sound like a great idea on paper, but there can be a lot of red tape for certain types of non-profits, including pregnancy centers.
For donors: The Google Ad Grant can be a great way to spread the word about your organization and the incredible work you are doing in your community. It can also serve as a way to connect with younger donors and increase your online giving.
For clients: Grants can be used for client marketing as well, but centers are limited to specific words and phrases. Google also requires ad disclaimers for certain keywords that may inhibit potential clients from clicking on your ad and visiting your website. Unlike paid ad words, there are there is managing the Google grant can be expensive and time-consuming.
Your website is a marketing tool all by itself in reaching Millennials and Gen Zers.
Method #1 Blogging
Blogging is one of the greatest tools to increase your organic ranking on Google. A well-written blog with long-tail keywords and SEO tags can increase your website traffic by up to 50%!
We create blogs that focus on commonly searched topics in your client demographics to help you rank higher. Blogs can also be shared to Google My Business and your social pages to increase awareness.
Method #2 SEO
SEO (also known as search engine optimization) is the method of adding keywords to your website that you should be using in your online marketing strategy. To use SEO to its fullest potential, then you need to implement the following tactics.
Onsite SEO is where you add specific keywords to each and every page on your website. You can use the Google Keyword Planner to research top keywords in your demographics if you don’t know them already.
On this free tool, find the specific keywords that are getting a high search volume and are in your niche.
Offsite SEO is the method of adding your women’s services to directories. You want to target all of the big directories, social media, and niche-specific directories.
Method #3 SSL
SSL is a website certification showing Google and website visitors that your website is safe to use.
Method #4 Website Design
Your website look and layout can make the difference between a potential client contacting you immediately or leaving your site. We build websites that are relevant to your demographics and, most importantly, websites that convert traffic into clients.
Success Metrics - What Is Working and What Is Not
If you already have a great looking website but are still not seeing results, we can help. Blogging, search engine optimization (SEO), Google, and social media marketing are all tools that need to be implemented and working together.
If you already have an active and responsive social media presence but are not seeing results, let us know. We can take an audit of your accounts - free of charge. We would love to help you to implement a successful internet marketing strategy and grow your center.
When it comes to the ever-changing field of online marketing, there are always new possibilities around the corner. If you are looking for a change in your marketing strategy, contact us today.