Digital marketing and comms strategy for 2024-25
Building more engaged audiences around high-quality content
Why are we proposing this?
- Our broad multi-channel approach to marketing competing products and services is producing diminishing returns for greater cost
- We’re not leveraging our extremely strong emotional content at the core of our mission
- Ads have saturated social media. Fewer and fewer people are clicking on ads and localised digital advertising is producing very limited returns
- Facebook targeting is so broad now that significantly higher budgets are needed to reach new audiences
- Organic posts need to be given time to build engagement and interest. Over-posting limits effectiveness
What are we going to do?
- Increase the number of website visitors
- Increase engagement on social media
- Increase the number of active supporters
- Generate more income
How?
- Consistent pipeline of timely stories for new audiences across blogs and social media
- Integrated marketing plan for each internal product or service
- Advertising plan aligned to all other internal asks and audiences
- Eliminate content production with limited returns or no distribution channel
What will this look like?
Website pages
- More Information & Advice content answering specific questions about disability and encouraging inclusion
- Higher ranking in search results
Blog
- A bolder, braver blog that reaches new audiences with insights into disability and helps people in the disabled community feel less alone.
- Educational impact stories about our organisation to evidence our impact and drive supporter engagement.
- Goal-driven stories, often derived from popular search terms, that deliver donations, campaign actions, events sign ups and service enquiries.
Social media
- Content marketing strategy for ‘top of funnel’
- Fewer posts but in a consistent cadence that appeals to new audiences
- Reduced number of asks and links, more “moments of joy.”
- More timely organic social posting using news stories
Tactics
- Content marketing strategy for ‘top of funnel’
- Engaging and developing influencers
- Improved Google account management to deliver new audiences to website
- Introduce social media briefing process to change expectations, provide better assets and reduce demand