As we move further into the digital age, businesses continue to pour significant budgets into content marketing. Yet one question persists: How do we truly measure ROI and know our efforts are paying off? In 2025, the answer isn’t just in raw numbers—it’s in understanding which metrics genuinely reflect growth, engagement, and revenue.

Marketers today are under intense pressure to connect each dollar spent to real business results. For those juggling multiple channels, formats, and audiences, the challenge of proving ROI has grown more complex. That’s why many professionals turn to sophisticated analytics tools or even specialized solutions like PaperWriter, which sits at the intersection of content creation, performance tracking, and strategic optimization, helping marketers create impactful assets while keeping a sharp eye on measurable outcomes. Leveraging any help can empower brands not only to produce engaging materials but also to tie those efforts directly to business goals and KPIs.

For marketers seeking to refine their ROI measurement further, the conversation is shifting away from vanity metrics to deeper insights that drive sustainable growth.

Moving Beyond Vanity Metrics

Page views, social shares, and “likes” were once the gold standard in content marketing performance. But in 2025, smart marketers recognize that these numbers can be misleading. A piece might attract thousands of clicks but generate little actual engagement or sales impact.

Instead, savvy teams look at:

• Time on page. Are visitors truly reading the content?
• Scroll depth. Are people reaching your calls to action?
• Conversion rates. Does your content lead readers to download an e-book, sign up for a webinar, or make a purchase?
• Revenue attribution. How much money can you trace back to a specific content asset?

By focusing on these indicators, marketers can build a more accurate picture of how content drives results rather than chasing superficial signals.

Attribution Models Are Evolving

Attribution has always been a thorny issue in marketing analytics. In a multi-touch world, customers interact with numerous pieces of content before making a decision. In 2025, advanced attribution models, like algorithmic and machine-learning-based systems, are helping marketers assign credit more accurately across the buyer journey.

For example, suppose a blog post introduces a topic, a video explains it in detail, and an email nurtures the lead to conversion. A solid attribution model distributes value across all these touchpoints rather than crediting only the last click.

This nuanced approach ensures your investment in content is fairly measured and helps you allocate budgets to high-performing content types.

Content Personalization and ROI

Content personalization has become table stakes in 2025. Users expect tailored experiences that speak directly to their interests, needs, and stage in the buying process.

When brands invest in personalization technologies, they often see significant improvements in ROI. Personalized content:

• Increases engagement
• Improves lead quality
• Accelerates buying decisions
• Reduces customer churn

However, personalization also raises the bar for measurement. Marketers must track how each audience segment responds to content variations and determine which adjustments truly boost conversions.

The Role of AI in ROI Measurement

Artificial intelligence is transforming nearly every aspect of marketing, and ROI tracking is no exception. Tools driven by AI can sift through massive datasets, identify trends humans might miss, and predict which content will likely perform best.

An AI paper writer, for instance, can analyze prior high-performing content and suggest topics, formats, and even optimal word counts tailored for specific audiences. When combined with analytics platforms, these capabilities empower marketers to make smarter decisions faster.

AI isn’t just speeding up content creation; it’s enabling precise ROI forecasting and revealing hidden patterns in user behavior that shape future strategies.

Quality Over Quantity

A significant shift in 2025 is the emphasis on quality over volume. Brands that churn out endless content without strategy often waste their budget and dilute their messaging. Instead, the focus is on creating fewer, more impactful pieces.

High-quality content:

• Ranks better in search results
• Earns more backlinks
• Establishes authority in the market
• Drives sustainable organic traffic

Partnering with a term paper writer service can help businesses maintain quality standards while scaling content production. Professionals in this field ensure that writing aligns with brand voice, SEO requirements, and audience expectations.

Aligning Content With the Buyer Journey

Content only delivers ROI if it’s mapped effectively to the buyer journey. In 2025, the most successful content strategies are those that align topics, formats, and distribution channels with specific stages of the funnel:

• Awareness stage: educational blog posts, social media content, videos
• Consideration stage: in-depth guides, white papers, webinars
• Decision stage: case studies, testimonials, product demos

Engaging the right audience at the right time increases conversion rates and shortens sales cycles. Whether you’re seeking a research paper writer service to help develop data-driven reports or authoritative thought leadership pieces, professional support can ensure your content resonates effectively with target customers.

Calculating ROI: The Formula

At its simplest, the ROI formula for content marketing looks like this:

ROI = (Revenue Attributed to Content – Cost of Content) / Cost of Content

However, applying this in practice requires rigorous tracking. Consider costs such as:

• Content creation (writers, designers, videographers)
• Software tools
• Distribution and promotion
• Time spent managing projects

Meanwhile, revenue attribution should reflect realistic projections of how content contributes to leads, sales, and customer lifetime value.

Businesses using the best paper writer service often gain efficiency, reducing costs associated with revisions, low-quality content, or missed deadlines, ultimately boosting ROI.

ROI for Different Content Formats

Different content types offer varied ROI profiles:

• SEO blog posts often deliver sustained organic traffic for years.
• White papers build credibility and generate high-quality leads.
• Video content drives engagement and social shares but may require a higher upfront investment.
• Interactive tools create personalized experiences and often see strong conversion rates.

Understanding these differences helps allocate your budget wisely and set realistic expectations for returns.

An online paper writer can be a valuable partner in exploring new formats without sacrificing quality helping brands experiment without straining internal resources.

Looking Ahead: Content ROI in 2025 and Beyond

In 2025, content marketing ROI isn’t simply about counting clicks or downloads. It’s about measuring real business impact: leads generated, deals closed, brand equity strengthened, and customer loyalty earned. Sophisticated tools, AI insights, and experienced professionals are helping marketers see the full picture.

As the landscape grows more competitive, brands that succeed will be those willing to invest in strategic content creation, rigorous measurement, and continuous optimization. Whether working with a paper writer service for data-driven insights or polished storytelling, the key is ensuring every piece of content serves a clear business purpose and delivers measurable results.

Measuring what truly matters is the ultimate pathway to long-term growth and profitability.

In the ever-changing world of SEO, it’s easy to get caught up in the latest trends and techniques. Social media algorithms, new search engine updates, and keyword optimization strategies often steal the spotlight. However, one content format has remained consistently powerful for SEO: long-form content.

But why does long-form content still matter in a time when quick, bite-sized information seems to dominate the internet? Let’s dive into why long-form content is more important than ever in SEO.

1. The Role of Long-Form Content in Answering User Intent

Search engine optimization isn’t just about using keywords correctly. It’s about answering user intent. What are people actually looking for when they type in a search query? Long-form content excels in this area because it can provide detailed, nuanced answers to complex questions.

For instance, if someone searches for “best ways to lose weight,” a short post might provide a general answer. But a long-form article can address various methods, discuss pros and cons, and even provide scientific studies backing up certain weight loss techniques. By fully answering a query, you ensure that your content matches the user’s intent, which improves both the experience for your readers and your rankings on Google.

How to Create Effective Long-Form Content

While long-form content has its perks, simply writing long articles isn’t enough. To make sure your content is optimized for both users and search engines, keep these tips in mind:

• Research thoroughly: When writing long-form content, it’s important to remember the time in college when you had to do thorough research for assignments. Just like then, the more detailed and valuable information you provide, the more likely it is to rank well. In those moments, many students turned to online writing services to help with research and writing, and the same principle applies to your content creation. For instance, services available at https://papersowl.com/ are invaluable in ensuring your assignments are well-researched and properly structured. This approach not only helps you meet academic standards but also teaches you how to effectively organize information, a skill that is equally crucial when creating content for SEO purposes.
• Break up the text: When you’re crafting long-form content, it’s easy to get carried away with a flood of information. However, you need to remember that large blocks of text can overwhelm readers. Just like when you’re reading a dense textbook, breaking up the content into manageable chunks helps readers engage better. Use headings, subheadings, bullet points, and images to make your content more digestible. This not only improves the user experience but also helps Google understand your content structure. Keep in mind that even in long-form content, readability is key. Your goal is to guide readers through the material effortlessly, allowing them to find the information they need without feeling lost.
• Update regularly: SEO is a dynamic field, and your content should evolve with it. One of the biggest mistakes you can make is publishing a piece of content and leaving it to collect dust. Search engine algorithms are constantly changing, so regular updates are necessary to ensure your content stays relevant. Revisiting your older posts, refreshing the information, adding new insights, or including recent case studies or statistics can boost your rankings. This approach not only keeps your content fresh but also signals to search engines that your site is active and up-to-date. Regular updates ensure that your articles continue to meet user needs and remain valuable long after they’re published.
• Optimize for keywords: Incorporating keywords into your content is essential, but there’s a fine line between optimization and overuse. Keyword stuffing is a big no-no. Instead, focus on adding long-tail keywords and semantic variations naturally into your content. Think of the way a conversation flows—use keywords as if you’re speaking directly to your audience. For example, if you’re writing about SEO tips, naturally weave in terms like “on-page SEO,” “SEO ranking factors,” or “search engine optimization strategy.” Doing so helps your content rank for a broader range of search terms while still feeling organic and informative. Don’t just aim to rank for keywords; aim to add real value to your readers by answering their questions comprehensively.

2. User Engagement and Dwell Time

When users land on your website, they don’t just want information—they want good information. Long-form content often leads to longer dwell times, which is the amount of time someone spends on your page before leaving. Google interprets this as a sign of high-quality content.

Think of it like this: If someone reads an article all the way through, they’re likely finding what they need. And the longer people stay on your page, the higher the chances that Google will rank your content higher. It’s like a vote of confidence in your content’s value. Longer content allows you to engage readers, offering them enough detail and insights to keep them hooked, which ultimately boosts your SEO performance.

3. Earning Backlinks

Backlinks—links from other websites that point to your content—are one of the most significant ranking factors in SEO. And guess what? Long-form content is more likely to earn backlinks than shorter content.

Why? Simple: long-form content is often seen as more valuable because it thoroughly explores a topic. This depth makes it a go-to resource for other creators, bloggers, and influencers looking to reference authoritative content.

For example, if you write a comprehensive guide on a niche topic, other websites might link to it as a source of information. The more thorough and useful your content, the more likely others will find it worth linking to. It’s a natural process of content building on content. So, if you’re aiming for backlinks to help improve your SEO ranking, long-form content is one of the most effective ways to attract them.

4. Long-Form Content Drives Traffic Over Time

Another powerful reason why long-form content still rules in SEO is its ability to generate traffic over time. Unlike shorter posts, which may experience a quick spike in traffic and then fizzle out, long-form content tends to have a longer shelf life.

When you create an in-depth post, it can continue to rank well on search engines for months (or even years) after it’s been published. It doesn’t just disappear after a week or two; instead, it can keep drawing traffic for a long time.

This is especially true if your content is evergreen—meaning it’s always relevant to readers. For example, a detailed guide on how to optimize your website for SEO is always going to be helpful, so people will keep finding it. With proper SEO techniques and regular updates, long-form content can become a traffic magnet that provides consistent value over time.

5. Long-Form Content Builds Authority and Trust

In the realm of SEO, trust is everything. Google ranks authoritative websites higher because it wants to provide users with reliable and credible sources of information. Long-form content helps you establish that authority.

When you create a detailed, well-researched piece of content, it shows your audience that you know your stuff. It builds credibility with both readers and search engines. If people see that you’re providing them with valuable information, they’ll be more likely to trust you, engage with your content, and even come back for more.

Additionally, long-form content allows you to share case studies, expert interviews, or real-life examples, which further boost your authority. Over time, this builds a solid reputation that search engines value, leading to higher rankings.

6. Longer Content Means More Opportunities for Ranking

When it comes to SEO, Google loves comprehensive, in-depth articles that answer users’ questions. The idea is simple: if your content is longer, there’s more room to cover a topic from multiple angles, giving search engines more signals that your content is authoritative and helpful.

Let’s think about it this way: If you’re writing a blog post about “how to bake the perfect chocolate cake,” a brief article might cover the basic steps. But a long-form article could include everything from a history of chocolate cake, various recipes, tips and tricks for perfecting it, and common mistakes to avoid. This depth of content not only provides value to the reader but also signals to Google that your post is a valuable resource.

In fact, studies have shown that long-form content (typically 1,500 words or more) ranks better on search engine results pages (SERPs) than shorter posts. This is because it allows for the inclusion of more keywords, detailed answers, and links to related topics—all important ranking factors.

Conclusion: Long-Form Content—A Timeless Strategy in SEO

In the world of SEO, trends come and go, but long-form content remains a timeless strategy for success. From higher rankings and increased backlinks to enhanced user engagement, long-form content offers significant advantages that short posts simply can’t match. By providing more comprehensive, valuable information, long-form content continues to serve as a vital tool for building authority, driving traffic, and establishing trust with both search engines and readers.

So, the next time you’re crafting your SEO strategy, don’t forget the power of long-form content. It may take more time to write, but the benefits it delivers for your rankings, traffic, and brand credibility make it more than worth the effort.

Put simply, nonprofit omnichannel marketing is a strategy that involves promoting your ideals or case for support within and between multiple marketing channels. As cited in the Marketing Insider Group roundup of 2025 marketing trends, organizations are consistently using an omnichannel approach to promote their offerings, engage audiences with multimedia content, and create seamless user experiences.

Omnichannel marketing increases the number of touchpoints your nonprofit has with its donors. This added exposure can help you increase awareness of your mission, expand your reach, and boost revenue. Additionally, you’ll establish dedicated audiences across multiple platforms, providing a better donor experience by addressing each supporter’s communication preferences.

Despite these benefits, omnichannel marketing can come with some challenges. We’ll explore a few of the most common obstacles and how to overcome them.

1. Creating Seamless Supporter Journeys

Omnichannel campaigns involve multiple touchpoints across several platforms, but they should still feel cohesive and connected as they guide supporters down the donor funnel. However, this can be a difficult balancing act to master.

Donor journeys look different from cause to cause. Even donors supporting the same cause may follow different journeys (e.g., first-time donors versus monthly donors). However, most journeys can be divided into the same five stages: awareness, consideration, decision, action, and post-donation follow-up.

Allegiance Group + Pursuant illustrates how an omnichannel campaign fits into this structure using Sarah, a mid-level donor to a wildlife conservation organization, as an example:

1. Awareness: Sarah already follows the nonprofit on Instagram. She comments on a video about endangered jaguars in the Amazon Rainforest, and the organization notes her affinity for big cats.
2. Consideration: 24 hours later, Sarah receives an email that tells the story of a specific jaguar the nonprofit aided using funding from donors like her.
3. Decision: The organization sends a personalized follow-up email after another 48 hours. This message solicits a donation amount similar to what Sarah has given in the past, describing the immediate impact of that funding. Sarah decides to click the “Donate” button.
4. Action: Sarah is routed to the nonprofit’s donation page, where she makes a one-time, mid-sized donation to the jaguar campaign. Then, she is redirected to a personalized thank-you page that addresses her by name.
5. Post-Donation Follow-Up: After donating, Sarah receives another personalized thank-you message and a follow-up survey requesting feedback.

How to Map the Journey

So, how can your nonprofit create a campaign similar to the example above? Here are a few quick tips for mapping your donor journey and bridging marketing strategy to execution:

• Audit existing donor touchpoints by listing all the ways donors currently interact with your organization and identifying places where drop-offs frequently occur.
• Create two to three fictional donor profiles, or donor personas, based on your donor data that detail preferred channels, giving motivations, and other relevant information about your target audiences.
• Map channel preferences to each stage of the journey—for example, social media or video might work best for the awareness stage, while storytelling blog posts are most effective at the consideration stage.
• Build in opportunities for personal outreach, like handwritten notes or phone calls, to develop stronger donor relationships.

2. Maintaining Consistency and Connection Between Channels

Keeping messages consistent and actively integrating communication channels is crucial for omnichannel marketing success. Here are some ways to cultivate a more cohesive, unified campaign:

• • Maintain visual consistency. To strengthen your branding, each message should use the same color scheme, fonts, and logo. Supporters will be more likely to recognize branded messages from your nonprofit, especially if they’re exposed to them in an unfamiliar format or communication channel.
  • Choose a theme or story. Each campaign should have a clear central theme or story that your messages tie back to. For example, a food pantry might use storytelling in its Thanksgiving donation appeal by sharing testimonials from families who benefited from the pantry during past holidays.
  • Link digital and traditional platforms. Digital and traditional media channels can feel entirely separate if you don’t intentionally connect them. Consider adding QR codes to printed media that link to your website, donation form, social media pages, and long-form online content. To lead digital viewers to more traditional channels, add a form to your website that they can use to sign up to receive direct mail.
• Test the experience. Test out the experience from your supporters’ perspective by showing several volunteers your marketing materials and asking them to complete various tasks. Have test subjects use different devices, such as desktops, mobile devices, and tablets, to ensure the campaign is optimized for any screen size.

While consistency is the key here, it’s also important to adapt content to the channel it will live on. For instance, 1,000 words of copy is perfectly fine for a blog post, but it’s far too much for a marketing email. For social media content, keep text limited, focus on clarity, and capture users’ attention with eye-catching graphics or videos that align with each platform’s format.

3. Allocating Resources Efficiently

Some organizations struggle to allocate any funding to their marketing efforts, and it can be even more challenging to stretch a tight budget over many channels. If your nonprofit is short-staffed, it can also be difficult to find the time needed to create and manage marketing materials.

Here is how your nonprofit can save itself time, money, and stress while still creating an effective omnichannel campaign:

• Save time by front-loading your marketing efforts (e.g., creating a detailed content calendar for the entire month) and automating messages (e.g., schedule sending the month’s marketing emails). Working with an agency or consultant specialized in nonprofit marketing and fundraising can alleviate the burden on your busy staff members.
• Save money by optimizing free or low-cost marketing channels. Many channels, like email, social media, or the Google Ad Grant, are free or inexpensive, with the main “cost” being your time.
• Limit stress by designating a specific portion of your funding toward marketing when creating your annual budget. Determining these figures in advance can prevent over- and underspending. Consider establishing a cross-functional internal team with representation from marketing, fundraising, communications, and membership or volunteer teams to manage this shared budget line item along with shared objectives and key results (OKR).

There are certain myths about nonprofit finances that contribute to the stress and difficulty associated with budgeting for marketing costs. In particular, some people believe all of your spending should be allocated directly to aiding beneficiaries and overhead costs (including marketing expenses) are inherently bad. However, investing in marketing preserves your organization’s longevity, extends your reach, and drives funding, ultimately helping you serve more individuals in need.

4. Tracking Impact Across Multiple Channels

The more channels you use, the more complicated it can be to track your marketing efforts. Additionally, you’ll want to trace each supporter’s journey throughout the omnichannel campaign so you can identify gaps and improve future efforts. Here are a few quick tips to make tracking these metrics more manageable:

• Create a nonprofit marketing plan before launching the campaign. Set clear goals and include a section that defines which metrics you’ll track, the technology and methodology you’ll use to track them, and key success benchmarks.
• Set UTM parameters by adding UTM codes to all links in emails, social media posts, SMS, etc. These codes will help you attribute outcomes to the specific campaign, channel, and content that triggered the conversion.
• Centralize data from all channels in your CRM, giving you a complete view of all data from the campaign in one place.
• Use consistent naming conventions across platforms, such as “SummerAppeal2025_Email” and “SummerAppeal2025_Facebook.”

Set regular checkpoints throughout the campaign and check in on your progress. For instance, you might set monthly checkpoints for a six-month campaign, ensuring you are on track to meet your goal. This also allows you to make small adjustments along the way as needed.

Launching an omnichannel marketing campaign may seem challenging at first, but it’s well worth the end result. These tips, along with help from a nonprofit marketing and fundraising agency, will help your organization reach new audiences, strengthen bonds with existing supporters, and cultivate a well-rounded digital presence.

To be honest, it is hard to imagine having a business in the XXI century and not using Google Ads to drive more traffic and increase sales. This platform has already become a default for many companies to integrate with, and not because it does not have analogues. Created by the world’s tech giant, Google Ads has proven itself to be a convenient and effective tool for boosting and improving ad results.

As we know, however, appetite comes with eating. A desire to improve Google Ads performance is natural, and here, we will share the ways you can do that!

Switch to the server-side tracking model

Here is the secret: server-side tracking can improve almost anything when it comes to online business. Google Ads is not an exception. The service uses the pay-per-click model, which means you do not need to pay for the ads that no one is interested in. The paradox is, however, that you do not want to launch an ad that will not attract any customers at all.

So, how would you identify a successful advertising campaign? Of course, you can dive into Google’s invoices and, based on the amount you pay for a certain period, calculate how many clicks you had. This method has 2 problems:

• a click itself does not mean a conversion;
• a big invoice for advertisement does not mean big success.

All of us are ultimately interested in bigger numbers on our accounts, not in the invoices we get. So, how do you measure the success of each Google Ads commercial you launch?

Data tracking is the solution many companies and businesses stick to. They gather information about the pages their clients visit, their actions (e.g., purchase or leave the site), other products they view, etc., and send it to analytical platforms (in our case, Google Analytics).

This data allows businesses to target their potential clients better, advertise the goods they might potentially need, and increase their interest. Moreover, data tracking provides insights into which ads are more effective than others and lead to more conversions.

Nowadays, a more modern and powerful model of tracking is gaining popularity. Instead of transferring the tracked data to the analytical platforms directly from the client’s browser, we recommend sending it to a cloud server first. This approach has several significant advantages.

1. Tracking scripts are often blocked by ad blockers and browser security protocols, which makes the information sent to analytics incomplete. By sending it to a server first, you gain a chance to review and enrich it.
2. Sending private data, such as name, address, etc., to the analytical platforms is against modern privacy policies. By reviewing it on a server, you can remove all the forbidden data before moving it further.

Thanks to more detailed Google Ads conversion tracking reports, you will be able to better configure and target your Google Ads campaigns.

Experiment with Smart Bidding strategies

Google Ads would not be such a popular and effective platform if it did not integrate with all the modern tech trends. Its bidding system evolved with the appearance of AI. The Smart Bidding feature adjusts your bids in real time depending on the initial input and requirements. Here are the Smart Bidding strategies we recommend you pay attention to.

1. Target CPA. If you activate this strategy, you can set up a desired cost per acquisition that you would like to stick to, and Google algorithms will automatically adjust the bids to fit it.
2. Target ROAS. This strategy focuses on the desired return on ad spend you want to achieve and automatically modifies the bids to fit the required sum.
3. Maximize conversions. This strategy is an ideal choice for those who do not have a specific ROAS, CPA, or CPC in mind, but want to get as many conversions as possible. Google Ads algorithms can take care of this as well.

The main advantage of using the Smart Bidding feature is that it excludes all the guesswork and fluctuations that may happen when you adjust the strategies manually. All the adjustments it does are based on dozens of factors, such as device, location, time of the day, previous indicators, etc., and aimed at maximizing the required results. If you are already a Google Ads user, we recommend you try them.

Improve your ad’s quality score

Google Ads has a quality score that ranges from 1 to 10, where 10 is the highest quality. This score depends on various factors. These factors, in their essence, measure how relevant your ads are to the users you want to show them to. Increasing this score will maximize the efficiency of your campaign and generally make Google Ads work harder. Here are some of the applied recommendations on improving this score.

1. Focus on ad relevance. You must be sure that the product you advertise fits the keywords you use in the campaign. Always consider the search intent, and make it the basis on which you build your campaign.
2. Use dynamic keyword insertion. This feature will record the keywords that triggered your ad and automatically update the commercial text to include them. This way, all further triggers will be more relevant to the users.
3. Improve the landing page. It should be connected to the ad and reflect its main message. Users redirected to it from the ads must be able to get all the specifications, important information about the product, and purchase it easily.

Obviously, this list is not final, but these three recommendations would be more than enough for the beginning. If you would like to share your ideas or add something to it, leave a comment below. We will not charge you for this.

Conclusion

It is impossible to share all our ideas on how to make Google Ads work harder, as there are dozens. In addition to that, Google Ads itself is an enormous and immeasurable platform that opens all of its secrets to those who dare to explore it themselves. We have given you some hints and tricks, but all the rest is on you. If you come across something interesting and useful to boost Google Ads even more, let us know!

If your blog feels like it’s shouting into the void, it’s time to give it a megaphone. Webinars and podcasts can be that megaphone, turning your written words into engaging conversations and live events. They don’t just add flair; they breathe new life into your content, making it more accessible and shareable.​

Quick Takeaways:

• Webinars and podcasts can transform your blog posts into dynamic, engaging content.​
• Repurposing blog content into audio or video formats extends its reach and lifespan.​
• Integrating multimedia content can boost your SEO and drive more traffic to your site.​
• Engaging with your audience through webinars and podcasts builds trust and authority.​
• Consistent promotion across platforms ensures your content reaches a broader audience.​

Making Your Content Multilingual

Your blog speaks one language: text. But your audience? They’re fluent in video, audio, and interactive content. By translating your blog posts into webinars and podcasts, you’re not just repackaging content; you’re making it multilingual.

Start by identifying blog posts that have performed well or cover evergreen topics. These are prime candidates for transformation. For a webinar, expand on the topic, add visuals, and prepare to engage with your audience in real-time. For a podcast, consider a conversational approach, perhaps bringing in guests to discuss the topic further.

This strategy not only maximizes the value of your existing content but also caters to different learning styles and preferences, broadening your reach.​

Give Your Old Content New Life

Got blog posts collecting digital dust? Time to give them the glow-up they deserve.

Podcasts and webinars aren’t just for new content. They’re goldmines for resurfacing blog posts that still matter but aren’t getting the love they used to. Maybe you wrote a killer SEO guide last year. Or maybe you went all-in on AI tools before everyone else jumped on the trend. That stuff’s still useful. You just need to repackage it.

Try this:

• Pick a blog post that still gets a little traffic—or used to.
• Turn it into a podcast episode that dives deeper or brings in a guest who’s working in that space.
• Link the blog post in your show notes or as a webinar resource.

It’s the digital version of reruns, but smarter. People who prefer watching or listening will tune in. People who read blogs might revisit that old post and stick around for newer stuff. Either way, you’re expanding the shelf life of something you already worked hard to create.

Bonus points if you mention updates. Algorithms change. Platforms evolve. Trends shift. Adding a new spin or commentary shows you’re keeping up without rewriting the whole thing.

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Use Bite-Sized Clips as Blog Boosters

Nobody said your podcast or webinar has to live as one giant, untouched file. Break it up. Serve it in snack-size portions.

Think about your audience’s scroll habits. They’re flipping through LinkedIn or Twitter between meetings. They’re watching Instagram Reels while waiting in line for coffee. Short, punchy clips get their attention. Long-form content? They’ll save it for later, which usually means never.

Here’s how to use short clips as blog bait:

• Clip 30- to 90-second segments from your podcast or webinar. Pick parts where you or your guest make a strong point, ask a big question, or throw in a surprising stat.
• Add captions and a headline. Make it clear what the viewer will learn or laugh at in the first three seconds.
• Link the clip back to the full blog post. Not just in a generic way—tease something they’ll find there that the clip doesn’t cover.

It’s the podcast version of a movie trailer. You’re pulling people in without asking for a big time commitment. Once they’re curious, they’ll click through to your blog. That traffic? Real. That engagement? Sticky.

And yes, this works on every platform. Instagram, TikTok, LinkedIn, YouTube Shorts. Pick your playground and run with it.

Engagement Beyond the Page: Building a Community

Webinars and podcasts offer something blogs can’t: real-time interaction. They’re platforms for building a community, fostering discussions, and establishing authority.​

During webinars, you can engage with your audience through Q&A sessions, polls, and live chats. This interaction provides immediate feedback and builds a sense of community. Podcasts, while not live, can still foster engagement through listener questions, comments, and social media interactions.​

By stepping beyond the written word, you create a more personal connection with your audience, encouraging loyalty and trust.​

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Promotion: The Megaphone for Your Megaphone

Creating content is only half the battle; promoting it is where the real challenge lies. Use your blog to announce upcoming webinars or new podcast episodes. Include summaries, key takeaways, and links to the content.​

Social media is another powerful tool. Share snippets, quotes, or behind-the-scenes content to generate interest. Encourage your audience to share and engage with the content.​

Email newsletters can also be effective. Provide exclusive content or early access to webinars and podcasts to your subscribers, making them feel valued and more likely to engage.​

Establishing a Content Rhythm

Consistency builds trust. Establish a regular schedule for your webinars and podcasts, and stick to it. This reliability encourages your audience to return and engage regularly.​

Plan your content calendar in advance, aligning blog posts with upcoming webinars and podcast episodes. This cohesive strategy ensures a steady flow of content and maintains audience interest.​

Remember, it’s better to produce quality content consistently than to overwhelm your audience with sporadic, high-volume releases.​

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You Can Amplify Your Voice!

Your blog is the foundation of your content strategy, but it doesn’t have to stand alone. By incorporating webinars and podcasts, you amplify your voice, reach new audiences, and create a more dynamic and engaging experience.​

Start small: repurpose a popular blog post into a podcast episode or host a webinar on a trending topic you’ve covered. Engage with your audience, solicit feedback, and refine your approach.​ With time, you’ll not only expand your reach but also build a loyal community around your content.

If you’re unsure where to begin with your blog, Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

You don’t want your next campaign to be just another fundraising ask. Product fundraisers are inherently more enticing because they give donors something in return for their contributions. However, you still have to put thought into your marketing strategy to grab your audience’s attention.

Use these tips to effectively promote your next product fundraiser and encourage supporters to contribute.

1. Select unique products.

The products you choose to sell should draw donors in and encourage them to lend their support. If you want your product fundraiser to stand out, select products with the following qualities:

• Practical. Donors will love the opportunity to purchase something they can actually use. For example, a discount card fundraiser allows donors to unlock discounts at local businesses. As ABC Fundraising’s discount card fundraiser guide explains, these campaigns “are excellent ways for merchants, restaurants, and stores in your community to support your group and in turn for the community members to support those businesses that support you.”
• Customizable. Let donors showcase their support for your organization by purchasing and wearing custom merchandise. Put your organization’s logo on t-shirts, hats, tote bags, or other items. That way, donors can publicize their support and promote your organization amongst their families and friends.
• Seasonal. Get your supporters excited about the current time of year with a festive product fundraiser. Whether you’re selling wrapping paper in the winter or flower bulbs in the spring, a seasonal campaign is sure to be a hit.

Consider sending your supporters a survey to get a better idea of the products they want to buy. Provide options for the products you could potentially sell and ask which they would be most interested in.

2. Leverage storytelling.

Storytelling helps you connect to your audience and emphasizes that your campaign is more than transactional. When people feel an emotional draw to your cause, they’re more likely to give and continue supporting your nonprofit over time.

Use storytelling as a means to explain donors’ potential impact. For example, here’s what a story promoting a candle fundraiser might look like:

When our community member Samantha found an abandoned puppy running around her neighborhood, she wasn’t sure what to do, but she knew this animal needed attention and care.

She brought the puppy into our shelter, where we found he was malnourished and at risk of gum disease. Samantha was worried, but thanks to donors like you, we were able to nurse the puppy back to health and find him a loving home.

Every candle sold represents a life reignited and an animal saved. Donate today to rekindle the flame of an animal in need and give them a second chance at life.

Since many people prefer visual content, marketers are increasingly using visuals to attract their audiences. Pair your story with relevant images or videos that show your mission in a more engaging way.

3. Gamify your campaign.

Gamification is the practice of incorporating game-like concepts into a non-game setting. By gamifying your campaign, you make it more exciting for your supporters and incentivize participation. Consider incorporating gamification by:

• Adding a peer-to-peer fundraising element. Give supporters a stake in your campaign by letting them take the lead. In a peer-to-peer campaign, supporters create their own fundraising pages and raise money on your nonprofit’s behalf. In this case, you may have supporters sell products to their families and friends and compete to see who can sell the most.
• Creating a fundraising leaderboard. Accompany your peer-to-peer fundraising campaign with a leaderboard that allows supporters to see how they’re performing compared to other participants. Post this leaderboard prominently on your website so supporters can easily access it.
• Launching a contest. Host a product giveaway before your campaign starts to stir up excitement amongst your supporters. Alternatively, once you’ve kicked off your campaign, ask donors to post a photo or video using your product and enter to win a prize.

At the end of your campaign, distribute badges or prizes to your top fundraisers. With their permission, recognize them in your newsletter and social media to show appreciation for their help and support.

4. Create a sense of urgency.

Just as businesses use phrases like “Buy now!” and “Get your free trial today!” to encourage people to follow through with purchases, your nonprofit can borrow this tactic to rally support. Create a sense of urgency during your product campaign by:

• Offering time-sensitive discounts. Drive product sales with discounts that push donors to act quickly. For instance, you may send them a discount code that allows them to buy one product and get one free for the next two days. Or, offer limited-time discounted product bundles on your website.
• Adding a countdown timer. When they see a timer ticking down the days, hours, minutes, and seconds until the end of your fundraiser on your campaign page, donors will be more willing to lend their support. You may also use timers to count down how long donors have left to access a time-sensitive discount.
• Leveraging a fundraising thermometer. A fundraising thermometer is a visual representation of your progress toward your goal. This fundraising tool encourages donors to contribute to help you reach your goal and may even entice them to give more than they originally planned to, especially if you’re inching closer and a small contribution will make a big difference.

While it’s important to convince donors to contribute as quickly as possible, overusing these tactics can distract from the fact that you’re not just selling a product but fueling your mission. Be conscious of how your specific audience responds to these strategies, and balance them out with impact-focused appeals to ensure you’re not overwhelming them with sales pitches.

5. Take advantage of social media.

While you should use a multichannel marketing strategy to promote your product fundraiser, social media is an especially effective tool for spreading the word among your supporters and to new audiences.

Take advantage of everything these platforms offer by:

• Using the right hashtags. Hashtags make it easy for supporters to find campaign content and, in turn, for your nonprofit to find content donors post about your campaign. Select a unique hashtag like #PawsCandleFundraiser2026 to ensure all content under the hashtag relates to your campaign.
• Partnering with influencers. By working with influencers your audience follows, you can build trust and develop more authentic marketing content. Consider reaching out to local creators or influencers with a niche that aligns with your mission. For example, an eating disorder foundation may work with a body positivity influencer to promote their upcoming t-shirt sale campaign.
• Hosting a livestream. Livestreams allow your nonprofit to share your product in real time, interact with supporters, and answer any questions they may have. If relevant, you may do a live product demo so donors know exactly how to use your product. For example, you may host a livestream of your team making cookies using the cookie dough from your product fundraiser.

Social media empowers organizations to connect directly with supporters and build stronger relationships with them. Have a team member field questions across your social media posts and respond to comments to show you care about each individual supporter.

Donors may feel passionate about your cause but need to know about your campaign and its importance before participating. Develop a substantial product fundraiser marketing strategy to make your campaign stand out and maximize the funds you can raise for your mission.

Small businesses face a tough challenge when it comes to building a professional online presence. A well-designed website can make all the difference in attracting customers, building credibility, and driving sales. But what if hiring an in-house web designer isn’t in the budget? That’s where outsourcing web design comes in.

Outsourcing web design allows businesses to work with experienced professionals without the cost and commitment of a full-time hire. It’s a smart move for companies looking to maximize their resources while still getting high-quality results. Let’s take a closer look at why outsourcing web design can be the best decision for a small business.

Quick Takeaways:

• Outsourcing web design saves money compared to hiring in-house staff.
• Professional designers create sites that perform well and attract customers.
• Businesses gain access to the latest design trends and technology.
• It frees up time so business owners can focus on growth.
• A well-designed website enhances credibility and trust with customers.

Cost Savings Without Sacrificing Quality

Hiring a full-time web designer can be expensive. Between salary, benefits, and software costs, the expenses add up fast. Small businesses often can’t afford an in-house team, but that doesn’t mean they have to settle for a low-quality website.

Outsourcing allows companies to access top-tier design talent without the high costs of hiring in-house. Freelancers and agencies offer flexible pricing models, whether it’s a one-time project fee or an ongoing retainer. This means businesses can get a professionally designed website at a fraction of the cost of maintaining an in-house team.

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Access to Expertise and the Latest Technology

Web design is constantly evolving. Trends change, search engines update their algorithms, and user expectations shift. Keeping up with these changes requires time and technical knowledge that many small business owners simply don’t have.

By outsourcing web design, businesses gain access to experts who stay ahead of industry trends. These professionals understand the latest developments in user experience (UX), mobile responsiveness, and search engine optimization (SEO). A good web design team will ensure a site is not only visually appealing but also fast, accessible, and search-engine-friendly.

More Time to Focus on Core Business Activities

Small business owners wear many hats. Handling marketing, sales, customer service, and operations often leaves little time for anything else. Managing a website can quickly become overwhelming, especially for those who aren’t tech-savvy.

Outsourcing web design allows business owners to stay focused on running and growing their company. Instead of spending hours troubleshooting website issues or learning how to code, they can leave the technical work to professionals and concentrate on what they do best.

Scalability and Flexibility

As businesses grow, their website needs will change. A simple landing page might work in the beginning, but later on, they may need e-commerce functionality, blog integration, or custom features. Hiring an in-house designer means either paying for skills that might not be needed all the time or scrambling to find additional help when expansion is required.

With an outsourced team, businesses can scale their web design efforts up or down as needed. Whether it’s a one-time project, regular updates, or a complete redesign, outsourcing provides the flexibility to adjust without the overhead of a full-time employee.

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Faster Turnaround Times

Professional web designers work efficiently because they specialize in their field. They have streamlined processes in place, allowing them to complete projects faster than someone learning as they go. Instead of spending months figuring out how to build a site from scratch, a business can have a polished, fully functional website in weeks.

Agencies and freelancers also understand deadlines and project management. Working with professionals means businesses can launch their website on time, avoiding unnecessary delays that could impact revenue.

Better SEO and Website Performance

A beautiful website isn’t enough—it also needs to perform well in search engines. Outsourced web designers often have experience with SEO best practices, including:

• Optimizing page speed
• Mobile-friendly design
• Proper use of headers and metadata
• Image optimization
• Clean, efficient code

A well-optimized website can lead to better rankings, more organic traffic, and higher conversion rates. For small businesses, this can make a huge difference in attracting customers online.

Ongoing Support and Maintenance

Websites need regular updates to stay secure, functional, and up to date. Without proper maintenance, broken links, slow load times, or outdated plugins can create a poor user experience. An in-house team might not always have the time or expertise to handle ongoing maintenance effectively.

Outsourcing web design often includes support plans for regular updates, security patches, and troubleshooting. This ensures a website remains in peak condition, giving customers the best possible experience and reducing the risk of downtime or security breaches.

Customization Without the Hassle

Template-based website builders can be limiting. While they offer an easy way to get started, they often lack flexibility when it comes to customization and functionality. Many businesses find that as they grow, these platforms no longer meet their needs.

A professional web designer can create a site tailored specifically to a business’s goals and branding. Instead of being stuck with cookie-cutter templates, companies can have a website that stands out and reflects their unique identity.

The Competitive Advantage

A strong online presence sets businesses apart from competitors. A well-designed website can be a deciding factor for customers choosing between similar companies. Slow, outdated, or unprofessional websites can turn visitors away before they even get a chance to see what a business has to offer.

By outsourcing web design, small businesses can compete with larger companies that have dedicated marketing teams. A professional site helps build trust, engage customers, and encourage conversions, ultimately contributing to long-term success.

Outsourcing Web Design is a Smart Business Move

Small businesses need a high-quality website to stay competitive, but hiring an in-house web designer isn’t always realistic. Outsourcing web design provides a cost-effective way to access professional expertise, the latest technology, and ongoing support—all without the burden of a full-time hire.

By working with experienced designers, businesses can focus on growth while enjoying a website that looks great, functions smoothly, and ranks well in search engines. Whether launching a new site or upgrading an existing one, outsourcing web design offers flexibility, efficiency, and scalability.

If you’re unsure where to begin in your marketing process, Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

Modern marketing isn’t really about getting clicks anymore—it’s about strategically guiding potential customers through every stage of the buying journey.

What’s one way to achieve that? Full-funnel marketing.

According to Think with Google, brands that use a full-funnel strategy see up to 45% higher ROI on their ad spend compared to those that focus on a single stage.

Ignoring certain stages of the funnel means losing potential customers before they ever even have a chance to convert. But by using a full-funnel approach, your business can nurture leads from awareness to purchase and far beyond.

Let’s jump in to discuss what full-funnel marketing is and how to use it effectively.

Quick Takeaways:

• Full-funnel marketing covers three main stages: awareness, consideration, and conversion.

• Paid media plays a role in every stage, from display ads to retargeting campaigns.

• A consistent message across the funnel improves customer trust and engagement.

• Data-driven optimization ensures the right ads reach the right audience at the right time.

• Measuring performance at each stage helps maximize overall campaign success.

Breaking Down Full-Funnel Marketing

Full-funnel marketing ensures that paid media efforts align with every stage of the customer journey. Rather than focusing only on immediate conversions, this strategy nurtures potential buyers throughout their decision-making process. Here’s how it works:

1. Awareness Stage: Capturing Attention

At the top of the funnel, people may not even know they need your product. The goal here is to build brand recognition and engage a broad audience.

Paid Media Tactics:

• Display and Video Ads: Use visually engaging content to introduce your brand.
• Social Media Ads: Platforms like Facebook, Instagram, and LinkedIn offer targeting options to reach new audiences.
• Sponsored Content: Articles and influencer partnerships can help spark interest.
• Programmatic Advertising: AI-driven ads ensure messages reach the right audience.

2. Consideration Stage: Building Interest

Now that potential customers recognize your brand, they start researching and comparing options. Paid media in this stage should provide helpful information and reinforce credibility.

Paid Media Tactics:

• Search Ads: Capture intent-based searches by bidding on relevant keywords.
• Remarketing Ads: Re-engage users who visited your site but didn’t take action.
• Comparison Ads: Show how your product stacks up against competitors.
• Webinar or Downloadable Content Promotions: Provide valuable insights in exchange for contact information.

3. Conversion Stage: Driving Action

This is where the focus shifts to turning leads into customers. Your paid media efforts should highlight urgency, incentives, and trust signals to push people toward a decision.

Paid Media Tactics:

• Retargeting Ads: Deliver reminders to users who abandoned their shopping carts.
• Discount or Promo Code Ads: Encourage conversions with limited-time offers.
• Customer Testimonial Ads: Build trust by showcasing positive experiences.
• Direct Call-to-Action Ads: Use compelling messaging like “Buy Now” or “Schedule a Demo.”

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Optimizing Full-Funnel Paid Media for Maximum Impact

A successful full-funnel marketing strategy isn’t static. It requires ongoing refinement and optimization to maximize results.

1. Data-Driven Audience Targeting

Use audience segmentation to ensure different ad types reach the right people at the right time. Retargeting pixels, CRM integrations, and lookalike audiences help refine targeting across the funnel.

2. Message Consistency Across Platforms

Your brand voice and visuals should remain consistent whether someone sees a top-of-funnel awareness ad or a bottom-funnel retargeting message. Mixed messaging confuses potential customers and weakens brand trust.

3. Testing and Adjusting Campaigns

A/B testing different headlines, images, and CTAs at each funnel stage helps determine what resonates best with your audience. Paid media strategies should evolve based on performance data.

4. Attribution and Measurement

To understand the impact of full-funnel marketing, track KPIs at every stage. Monitor metrics like brand lift for awareness campaigns, engagement rates for consideration ads, and ROAS (return on ad spend) for conversion-focused efforts.

Why Full-Funnel Marketing Works

Businesses that focus only on conversion campaigns often miss out on long-term brand growth. Full-funnel strategies create a sustainable pipeline of leads by building awareness and trust before asking for a sale.

According to a Nielsen study, brands that invest in upper-funnel marketing see 70% higher conversion rates in lower-funnel efforts. By nurturing customers throughout their journey, full-funnel marketing ensures your paid media budget delivers stronger, more sustainable returns.

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Need a Recap? Here’s 5 FAQs:

1. What is full-funnel marketing in paid media?
   Full-funnel marketing is a strategy that aligns paid media campaigns with every stage of the buyer’s journey—awareness, consideration, and conversion.
2. Why is full-funnel marketing more effective than focusing on conversions alone?
   Because it nurtures potential customers over time, leading to higher trust, stronger engagement, and ultimately, better conversion rates.
3. What types of paid media work best for top-of-funnel marketing?
   Display ads, social media campaigns, and video content work well to generate awareness and capture attention.
4. How can I measure the success of a full-funnel marketing strategy?
   Track KPIs like brand lift for awareness, engagement rates for consideration, and ROAS for conversion-focused campaigns.
5. How often should I optimize my full-funnel marketing strategy?
   Regular testing and data analysis should be ongoing. Adjust messaging, targeting, and budget allocation based on performance insights.

Long-Term Success Through Full-Funnel Strategy

Paid media isn’t just about immediate conversions—it’s about creating a seamless customer journey. Full-funnel marketing allows businesses to build awareness, nurture interest, and drive action in a way that feels natural and effective.

By optimizing every stage of the funnel, brands can turn potential buyers into long-term customers while maximizing their ad spend. Investing in a structured approach today sets the foundation for continued success in the future.

If you’re unsure where to begin in your marketing process, Marketing Insider Group offers specialized services to create content, manage campaigns, and engage with your audience. Contact us today to learn more or book your free consultation with our team!

Multi-channel marketing involves using multiple channels to reach and engage with supporters, allowing them to interact with your organization in their preferred way. This strategy is critical as nonprofit organizations connect with their audiences spanning a variety of preferred platforms, with some donors preferring email, others scrolling through social media, and some enjoying the face-to-face contact of in-person events.

Whether your nonprofit wants to market an upcoming event, secure the support of prospective donors, or generally spread awareness about its cause, it takes multiple channels to get your message across. Explore these dos and don’ts to successfully navigate multi-channel marketing.

1. Do: Keep Your Branding Consistent

Consistent visual messaging across channels is essential to maintaining brand recognition and building trust over time with your constituents. Ultimately, consistent branding doesn’t just reinforce your nonprofit’s brand identity to new audiences—it increases donor retention by strengthening the trust of your existing supporters.

The best way to ensure consistency when numerous team members are developing marketing content across different channels is to create a brand style guide. A brand style guide is a document that outlines your nonprofit’s branding standards, which should include:

• Logo variations, including full-resolution, downloadable icons that all team members can use
• Key colors and fonts, and the HEX and RGB codes for all primary and secondary colors included in your palette
• Voice and tone guidelines, which dictate the language and emotion associated with your nonprofit’s outreach
• Key messaging, such as a mission-specific focus or angle that all communications should follow

Pre-approved templates can make it even easier for team members to follow your style guide for different channels. For example, an Instagram post template might be formatted with your nonprofit’s logo and color scheme. Your marketing team can quickly swap out placeholder text for the post’s content without deviating from your branded posts.

Additionally, consider drafting content across channels at the same time. This way, your content can be customized to fit each platform while still aligning with your overall campaign.

When donors consistently see your brand represented in the same way, they become more familiar with your organization and your values. They may even develop a stronger emotional connection to your nonprofit, leading to a more engaged donor base.

2. Don’t: Ignore Channel-Specific Best Practices

Each platform has its own audience behavior, content format, and engagement style. For this reason, it’s essential to adapt your content for each unique platform. Here are a few popular platforms and the best practices you should follow when crafting content for them:

• LinkedIn is a social media platform for longer-form professional content. Blog posts work well on this platform, and users often want a more professional, buttoned-up tone.
• Instagram is a platform designed for quick bursts of appealing content while scrolling. Eye-catching visuals work best for Instagram since users can quickly scan the image and continue scrolling.
• Facebook blends text and images for a unique scrolling experience. Users can join private groups, click on links to external sites, and even participate in fundraisers directly from the platform. Facebook posts should remain casual and friendly.

Explore real-world examples for concrete ideas about how you should structure content for each channel. For example, you might browse content from influential bloggers and mimic their article structure or tone.

3. Do: Integrate Channels

Imagine this: There’s a group of prospective donors who would likely be interested in your weekly newsletter. You haven’t established a touchpoint with them yet and don’t have their email addresses stored in your CRM, but they follow your nonprofit on social media. How do you get them to sign up?

Connecting your communication channels—such as using social media to promote a newsletter or emails to invite followers to events—creates a seamless experience for supporters and boosts engagement across various platforms. This allows your content to reach new audiences and grow your contact database organically.

Plus, the importance of channel integration doesn’t stop at your marketing content. According to CharityEngine, approximately 70% of people donate through multiple channels. In other words, a multi-channel approach is also an effective way to raise more since it offers multiple ways for donors to give!

Integrating marketing and fundraising channels can create a seamless giving experience for donors, allowing them to go from awareness to action in one quick step. For example, text notifications turning into a “Text-to-Give” fundraiser prompts a donor to action immediately upon notification, eliminating the number of clicks and likely increasing the number of people that follow through.

4. Don’t: Copy and Paste Content

Using different channels to promote the same campaign can help your nonprofit reach new audiences, but it isn’t as simple as posting the same message numerous times. Copying and pasting the same content across multiple platforms can lead to disengagement and demonstrate a sense of laziness to your donors.

While messaging should stay consistent across platforms, adapt the content and format that is best suited for each platform’s audience behavior and engagement style. For example:

• Facebook: A long-form post or story with a call to action will stand out to audience members as they scroll through their feeds.
• Instagram: Implement engaging visuals, such as photos and videos, with short, catchy captions.
• Email: Personalize content to each recipient with detailed information and direct calls to action such as “donate,” “volunteer,” and “sign up.”

5. Do: Track and Measure Results

Measuring the success and effectiveness of each channel is essential to adapting and optimizing your outreach strategy. Analytics can help your organization note the channels receiving maximum reach or engagement and pool more resources into optimizing and expanding those channels for future outreach.

Specific tools like Google Analytics 4 exist to track channel-specific data for you automatically. Also, your nonprofit’s CRM centralizes all donor data and interactions in one place, helping your organization keep track of the following information:

• Donations
• Email interactions
• Event attendance
• Volunteer activity
• Social media engagement

By analyzing this data across each channel for all of your donors, your organization will be able to see which strategies are working on each platform and adjust accordingly.

6. Don’t: Forget to Test and Optimize

While certain strategies may excel in one channel, be cautious of assuming one strategy will work across all channels. A/B testing is a great way to optimize performance based on real data, instead of making assumptions on what may or may not work.

Test different iterations of subject lines, images, and calls to action to analyze which receive more clicks and conversions. Then, you can make small adjustments to your content as needed to boost results.

When used strategically, multi-channel marketing is a powerful way to engage and retain your donor base across a variety of platforms and audiences. Consistently monitoring and updating your strategy to reflect what is working and any missed opportunities will help your organization reach a broader audience and increase engagement. A stronger, adaptive strategy will help make the most of the channels at your disposal and lead to a bigger impact on your mission.

Philip Schmitz

Phil Schmitz is the founder and CEO of CharityEngine, a complete fundraising platform powering some of the nation’s largest nonprofits and associations. Phil has developed patent-pending anti-fraud tools and industry-leading recurring payment technology that allows nonprofits to retain more sustainer revenue than the industry average; clients have raised nearly $5 billion using these tools.  Phil’s passion for leveraging technology to empower nonprofits is supported by more than 20 years of experience in building successful technology and e-commerce companies.

As a small business looking to gain a foothold in your industry, you already know the importance of marketing and advertising for building your brand and presence. After all, when more people know about your business, you’re more likely to connect with individuals who’d make great customers.

With over 5 billion social media users worldwide at the start of 2025, social media platforms are valuable channels for small businesses to leverage to gain visibility. But how do you decide which platforms are right for your business? What content should you post? How can you keep your audience engaged?

We’ll answer all these questions and provide top tips on creating a stellar social media strategy that serves your small business’s goals. Let’s get started!

1. Choose the right platforms.

Social media is exciting—it’s a chance to connect with a broad audience of potential customers and drive revenue back to your business. Although jumping straight into content creation is tempting, you must first lay a solid foundation for your social media strategy by choosing the right platforms to focus on.

Many factors might inform this decision, including your:

• Business type and industry
• Goals
• Target audience

Platform popularity is another crucial factor to consider. According to MassageBook, the three main social media platforms are Facebook, Instagram, and TikTok (which have over 3 billion, 2 billion, and 1 billion active monthly users worldwide). If you’re looking for a starting point that will net you the visibility your small business needs, a combination of these three platforms may be the right choice.

While following your social media strategy, periodically assess engagement and conversions through these platforms to identify which ones are worth investing more time and energy into and which may not be worthwhile to continue using.

2. Consistently post appealing content.

In marketing, consistency is the name of the game. You want potential customers to see your messages frequently to increase the chances they’ll feel inspired to make a purchase. However, that doesn’t mean that your customers should see the same social media post repeatedly.

Vary your social media content by creating posts with different formats, such as:

• Text. Follow best practices to keep your audience’s attention, such as breaking your text up with headers, bullet points, and images. However, social media is not the best place for long-form text content—if you have a lot of text to share, it’s best to do so on your business’s blog. Add a short snippet to your social media pages, including a link to your blog post.

• Images. Aside from photographs of your products or services, you can post graphics related to your business to add variety to your social media page. For example, take a look at the Hello Kitty Cafe Truck’s Instagram page. This traveling merchandise truck posts not only snapshots of its van and its cute products but also graphics about where it will be the coming weekend. Additionally, all of its graphics are branded accordingly, so viewers instantly recognize their posts when they come across them in their feeds.
• Videos. You don’t need an expensive camera or a fancy studio to create appealing video content! Getting started is as easy as using your smartphone to film, making this a cost-effective option for small businesses. Plus, not all social media platforms require highly polished, extremely professional content. More than ever, followers appreciate uniqueness and authenticity. Some top-performing business videos rely on a certain level of humor and absurdity—for example, Duolingo’s owl mascot, Duo, was killed and later resurrected through a series of attention-grabbing videos.

The right formats will also depend on the social media platform you choose. For example, Instagram is the best place to post images, and TikTok is the best place to post videos. Facebook is versatile and can accommodate all these types of content.

In addition to varying the format of your content, you should also choose many different topics for your posts. Here are a few examples:

• Product highlights
• Behind-the-scenes snapshots
• Customer testimonials and reviews
• Promotions, discounts, and special offers
• Contests and giveaways
• Employee spotlights

Let’s say you run a massage business. Your social media content for the next few weeks might include:

• Behind-the-scenes footage of a new massage room
• Motivational quote focused on wellness
• New offering spotlight: Swedish tissue massage
• Massage FAQ: How do I decide when to get a massage?
• Monthly special: 10% off aromatherapy massages
• New massage therapist introduction video from Melissa
• Massage therapy fun facts
• Client testimonial video from Andrew
• “Relax with us” contest: Tag us in photos of you relaxing for a chance to win a free massage

Feel free to get creative with your content and hop on new social media trends to amplify your business’s presence. For example, if TikTok is one of the platforms you use, create videos using trending sounds to appeal to your audience and improve visibility.

3. Leverage audience engagement to build community.

In our technologically-focused world, social media isn’t just a way to promote businesses, products, and services. It’s also becoming an increasingly essential part of how people interact, socialize, and build relationships.

New trends are reshaping how brands interact with their followers—particularly, there’s a new emphasis on building a strong community around businesses. While personalization, immediacy, and authenticity are crucial to accomplishing this task, you can take your social media presence further by building deliberate audience engagement opportunities.

On top of responding to comments and messages, here are a few ways you can do so:

• Polls
• Quizzes
• Questions
• Surveys
• Live videos
• Q&A sessions

Another way to increase engagement with your brand is to encourage user-generated content (UGC). This refers to any form of content created by your audience rather than by yourself and includes text, images, videos, and reviews. On top of creating content that invites comments and asking customers to leave reviews, you can also encourage UGC through contests and giveaways. For example, ask your audience to post photos of them using your products and tag your social media account to enter your giveaway for a $50 gift card to your shop.

Not only does UGC generate engagement for your business, but it also boosts your business’s authenticity through social proof—the more people who appear to enjoy your products, the more trustworthy you seem!

Social media allows small businesses to supercharge their brand and gain explosive visibility. Craft a thoughtful social media strategy with the tips from this guide to ensure your efforts bring the return on investment (ROI) you desire. Alternatively, consider outsourcing your marketing to a professional agency to leverage their years of experience and generate consistent results.

Successfully managing a small business is like walking a tightrope. You must carefully balance priorities such as spending, marketing, innovation, and the customer experience to boost profitability and grow your business.

However, on average, businesses lose up to 11% of their annual revenue due to poor inventory management, mainly through overstocking and stockouts. Common factors contributing to this loss include inefficient tracking methods, inconsistent handling procedures, and inaccurate inventory forecasting.

Maintaining optimal inventory levels at your business is key to minimizing storage costs and maximizing profit. Fortunately, there are ways your business can streamline inventory management without draining your already limited resources. Let’s walk through a few tips you can start implementing today.

1. Use cloud-based inventory management software.

Manually processing and logging items in your inventory is time-consuming and increases the likelihood of errors. Implementing a cloud-based inventory management solution enables you to monitor stock levels with the highest accuracy.

According to ThriftCart, inventory management tools are usually included in a comprehensive point of sale (POS) system, along with capabilities like customer management and sales tracking. The right platform should make it easy to:

• Barcode and label all of your inventory items.
• Track and update inventory in real time.
• Automatically sync in-store and online inventory.
• Store customer contact details and purchase history.
• Access detailed reports on revenue and past sales.

Additionally, it should come with access to a dedicated support team and use robust security measures to protect your customer data.

To select a platform that best suits your needs, read online reviews and schedule demos of your top picks to see them in action. Take this opportunity to ask the provider to demonstrate specific features you’re seeking. Consider whether the software can scale with your business, fit seamlessly into your existing processes, and integrate with your current tools.

2. Optimize your inventory space.

Whether you keep your inventory in a basement, self-storage unit, or warehouse, understanding how to make the most of available space can drastically improve workflow and cost efficiency. Follow these best practices to set up or improve your storage:

• Use vertical storage. Add shelves, racks, and stepladders to store more without taking up additional floor area. Put items in clear bins so they’re easier to identify, even if they’re located higher up on a shelf.
• Categorize your items. By categorizing everything clearly, you can reduce the time it takes to sift through your inventory and find the needed items. Your POS system should facilitate this process with barcode and labeling tools. Place high-demand items in the most accessible areas to reach them quickly.
• Map out clear walkways. Plan out obvious walkways or aisles with enough width to maneuver safely through your storage space. If you use rolling carts to transport inventory, leave enough room to move efficiently.

Additionally, consider the security measures you have in place. For example, if you store your goods in a shed, safeguard it with a heavy-duty lock and alarm system. A larger warehouse space could benefit from security cameras — at least one near the entrance. In doing so, you can be confident that your items are both accounted for and well-organized at all times.

3. Perform regular inventory audits.

As items come in and out of your inventory, you need a way to ensure that your records remain accurate and reliable. That’s where inventory audits come in. Performing audits frequently allows you to stock up and sell items without a hitch, especially if you conduct business through both a physical store and an online website.

While your POS software should make scanning and counting goods easy, a full audit of your entire inventory is still time-consuming. An alternative you can opt for is cycle counting. Using the ABC analysis method, sort your items into A, B, and C categories. Your highest-value inventory will go into Category A, and your lowest-value inventory will go into Category C. You’ll audit Category A much more frequently than Category C to save time and focus on the items that matter most.

For a simpler approach to cycle counting, your small business could instead select a specific sample of your inventory to verify for each audit. Over time, as you cycle through these samples, you’ll cover your entire inventory without requiring a lengthy full audit.

4. Get rid of dead stock.

For businesses, dead stock refers to items that are not selling and have remained stagnant in your inventory for a long time. By eliminating dead stock, you can stop wasting your storage investment on items that don’t generate revenue and clear up space for newer, more popular products.

A few common ways for businesses to get rid of dead stock include:

• Offering discounts or promotions on these items.
• Bundling dead stock with more in-demand items.
• Donating the goods to a local nonprofit.
• Presenting them to customers as free gifts to build loyalty.
• Selling the items to other businesses that may find use for them.

Many inventory management tools include robust inventory tracking and reporting features, allowing you to view data that helps you identify dead stock and deal with it promptly.

5. Analyze your inventory data.

The more you understand your customers and their expectations, the better you can adjust your inventory and marketing to boost sales. Using your POS system, monitor metrics such as:

• Inventory turnover
• Online and offline sales
• Stockouts
• Seasonal demand

By identifying patterns in item popularity and sales, you can adjust your strategy to earn more and improve the customer experience. For example, a thrift store might increase the prices on particularly in-demand products and stop accepting donations of items that are not as popular and piling up in storage.

Be patient with your small business’ journey to better inventory management — you don’t need to implement these tips all at once! Build a strong foundation by finding an intuitive POS system with advanced inventory tools. Once you’re familiar with its capabilities, take small steps toward optimizing your storage space, maintaining consistent records, and using data analytics to inform your decision-making.

Lead conversion rates are a critical measure of success for businesses aiming to grow, especially when utilizing social media marketing strategies. Whether you’re evaluating performance across platforms or revising your strategy, it’s essential to ask the right questions:

Are your rates competitive? Are you keeping up with modern trends? By addressing these questions, you can assess your current performance and make informed adjustments.

Quick Takeaways

• Social media platforms offer unique opportunities to reach potential customers when leveraged effectively.

• Content tailored to the audience boosts interest and action.

• Analyzing metrics like click-through rates and engagement helps fine-tune campaigns.

• Consistency in engagement nurtures trust and encourages long-term conversions.

Recognizing the Role of Social Media in Conversions

Social media marketing strategies hold immense potential for businesses looking to strengthen lead conversion rates. Platforms such as LinkedIn and Instagram act as bridges between businesses and potential clients. Through relevant content and strategic calls to action, these platforms generate measurable engagement.

It’s not enough to maintain a presence. Success comes from crafting content that speaks directly to audience needs. A company targeting small businesses might post articles on improving efficiency. Pairing posts with CTAs, such as links to resources or webinar sign-ups, increases the likelihood of conversions.

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Setting Goals for Social Media Performance

Having clear objectives guides campaign planning. Start by evaluating past performance to identify strengths and weaknesses. If Instagram posts consistently outperform others, consider allocating more resources to that platform. For LinkedIn, try hosting polls or discussions to attract professionals in specific industries.

Clear goals help measure results. For example, if the goal is to generate leads, track how many website visits come from social media. Analyzing the connection between platforms and leads keeps strategies aligned with objectives.

Engaging Through Interactive Content

Interactive content engages audiences more effectively than traditional posts. Polls, quizzes, and live Q&A sessions encourage participation, creating a two-way conversation. This strategy also gives businesses insights into customer preferences.

Imagine a scenario where a business hosting a webinar promotes it through Instagram Stories with a countdown feature. Attendees are drawn by the interactive nature and see the value in attending. This approach combines engagement with lead generation.

Testing and Refining Content

Content testing helps identify strategies that resonate. Experiment with headlines, visuals, and posting times to understand what drives action. For example, a company promoting a guide on digital tools might test different wording for its CTA.

A/B testing offers concrete answers about audience behavior. It identifies preferences by comparing two approaches. Using results to refine campaigns increases the chances of success over time.

Aligning Social Media with Broader Campaigns

Social media doesn’t exist in isolation. It works best when aligned with broader campaigns. For instance, a business launching a new product could announce it across platforms while also using email marketing.

When audiences encounter consistent messaging across platforms, it reinforces brand presence. Social media acts as the first touchpoint, leading users to explore further. Ensuring alignment between platforms and campaigns creates a cohesive experience.

Building Relationships That Convert

Conversions don’t happen in isolation. Building trust is an ongoing process that starts with authentic communication. Replying to comments, acknowledging feedback, and engaging with followers humanizes the brand.

For example, a company might respond to a follower’s question about a product by offering additional resources or a personal recommendation. This level of interaction creates a connection that makes potential customers feel valued.

Monitoring and Adapting Strategies

Social media platforms evolve. What worked a year ago might not yield the same results today. Regularly evaluating performance metrics keeps strategies relevant. Engagement rates, follower growth, and link clicks reveal what resonates.

Pay attention to trends. If short-form videos outperform text-based posts, adapt accordingly. The ability to pivot ensures campaigns remain effective as platforms and audience preferences shift.

Optimizing Calls to Action for Social Media

Calls to action (CTAs) drive users from passive scrolling to active engagement. The right CTA prompts users to take a desired step, such as downloading a resource, signing up for an event, or requesting a consultation. Crafting CTAs that resonate with the audience is essential for success.

Strong CTAs rely on clarity. Phrases like “Learn how to boost your sales today” or “Join our free webinar for actionable tips” eliminate ambiguity. Placement matters as well. Buttons, captions, and links should always be easily accessible to ensure users can take action without obstacles.

Another critical component is relevance. Tailor CTAs to the platform. Instagram Stories might include a “Swipe Up” link, while a LinkedIn post could direct readers to a case study. Testing different approaches reveals what resonates with each audience segment.

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Leveraging User-Generated Content to Build Trust

Social proof plays a pivotal role in influencing decisions. Sharing user-generated content (UGC) creates authenticity that resonates with audiences. Customer testimonials, reviews, and case studies shared on platforms like LinkedIn or Instagram validate a business’s offerings.

Imagine a SaaS company showcasing a video from a satisfied client detailing how their tool solved a specific challenge. Pairing the video with a CTA inviting others to learn more creates both trust and curiosity.

Encouraging users to create content also strengthens engagement. For example, hosting a hashtag campaign encourages followers to share their experiences, amplifying the brand’s reach. By featuring this content, businesses create a sense of community and credibility.

Emphasizing Consistent Branding Across Channels

Consistency is essential for building recognition and trust. While each social media platform may require tailored content, branding elements should remain cohesive. Logos, color schemes, and tone of voice must align across posts, ads, and stories.

Consistent branding helps audiences quickly identify a company’s content, even in a crowded feed. If one platform emphasizes professional insights and another focuses on behind-the-scenes content, ensure both align with the broader brand identity.

Consistency doesn’t mean rigidity. It’s about maintaining core elements while adapting for different platforms. LinkedIn posts may use a formal tone, while Instagram captions could lean into storytelling. Balancing consistency and platform-specific adaptation drives stronger connections.

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Drive Conversions Through Smart Strategies

Strong lead conversion rates stem from consistent effort and smart planning. By refining social media marketing strategies, businesses create opportunities to engage audiences and convert interest into action.

Evaluating performance, testing approaches, and maintaining authenticity are steps toward meaningful connections. Each adjustment moves you closer to optimized campaigns that achieve measurable results.

When you pair relevant content with thoughtful execution, social media becomes a powerful tool for driving conversions and achieving business goals.

Do you need help creating content to capture potential leads? Marketing Insider Group has the marketing tools you need to grow your business. If you aren’t sure where to begin, check out our Content Builder Services or schedule a free consultation today!