Now’s the time to finish outlining the right things for your organization’s marketing in 2013, and to finalize your next 90 days. But make sure you’re working from the latest in practice-based marketing research.
I have an annual ritual of digesting annual marketing trends and predictions to translate them to nonprofit relevance and share out with you.
Today I’m looking at HubSpot’s 20 Marketing Trends & Predictions for 2013 & Beyond. These predictions aren’t likely to surprise you, but they are must-dos for your 2013 marketing success:
Prediction #1: Know Thy Supporters Becomes Your Mantra
Push your organization beyond demographics to shape a unified view of your supporters behavior in a way that is easily accessed, evaluated and acted on. This isn’t all new, but it’s more important than ever.
Data on supporter actions across channels, programs and campaigns should be integrated in a single place, so you get the 360-degree view. When you serve highly personalized messages to the right supporters at the right time, they’re far more likely to act, which brings us to…
Prediction #2: Relevance Rules (continued)
Context is everything, and you’ll need to do better this year in shaping content to your supporters’ history of actions, interests and anything else you can learn about them.
Staying generic will leave you behind, as the other organizations and companies reaching out to your base will get increasingly personal. Move towards providing a personalized experience for each supporter and prospect, as fast as possible.
Prediction #3: So Speak Like a Human
Personalized means person-to-person. The good news is that many nonprofit communicators do better at this than your peers in the corporate world. But let me reinforce the value of integrating your voice—your very you-ness in a professional context—in your marketing content.
We can’t respond to a faceless organization. We will respond to another person sharing some info or making a request.
Your voice (or someone else’s) makes your content more relevant. If you get pushback, send the dissenter my way.
Prediction #4: The More Relevant Your Content,
The Greater Probability You’ll Be Found Online
Till now, effective search engine optimization (SEO) was all about knowing the tricks of the trade.
Instead, focus less about having the right H1 tag or the right keywords on the page and more about creating high-quality, original content that is hungrily consumed and shared.
As a result…
Prediction #5: Set-In-Stone Campaigns Fade Out—
Real-Time Marketing Swoops In
“In 2013, [supporters will] instantly engage with [causes and charities] on their websites, talk back via social media like Twitter and Facebook, and follow breaking news on those [issues and organizations].
“The old model of marketing built on [your organization's] timeline doesn’t work so well, but after decades of ‘campaigns’ planned way in advance, it’s difficult for marketers to change to a mindset based on speed. Clearly, the opportunities to grow your business in 2013 and beyond mean real time is key. Success comes from engaging your buyers when they’re ready, not when it’s convenient for you,” advises marketing superstar David Meerman Scott.
Additionally, email survives, mobile is more a must than ever and visuals continue to say 1,000 words.
More trends to come in the next days! Keep posted.