The Power of Ads Targeting for Salvation Army Storytelling
At G-Lab Group, we aim to empower The Salvation Army units with sustainable but innovative digital marketing strategies. In this edition of our newsletter series, we're thrilled to delve deeper into ad targeting and how it can revolutionize your storytelling efforts.
Ads targeting is not just about reaching a broad audience; it's about connecting with the right audience—the individuals who are most likely to resonate with your cause and become passionate supporters of The Salvation Army. Here's a step-by-step breakdown of how ad targeting can work wonders for your organization:
Audience Identification: The first crucial step is identifying your target audience. By leveraging data from your current donors, you can create a lookalike audience, a group of individuals who exhibit similar digital behaviors and characteristics as your existing supporters. This audience becomes the foundation for your targeted marketing campaigns.
Engagement through Compelling Content: Once you’ve identified the audience, you can introduce them to impactful content showcasing the heart of The Salvation Army's mission and how your unit explicitly serves the community. This could be a heartfelt local testimonial, a captivating video showcasing your community initiatives, or a compelling story of transformation. The goal is to capture their attention and ignite a sense of connection and empathy with someone who lives in the same city (Here are some examples).
Nurturing Relationships: Engagement is not just about one interaction; it's about building meaningful relationships over time. You can implement retargeting strategies for those who engage with the initial content—such as watching at least 75% of the video. This involves showing them targeted graphics or messages that provide further insights into your programs, services, and impact. The objective is to guide them towards meaningful actions, such as visiting your website or signing up for newsletters.
Optimizing Campaigns: We continuously optimize and refine our strategies as we gather data and insights from these targeted campaigns. This iterative approach ensures that your ads targeting efforts evolve to maximize engagement, conversions, and support for The Salvation Army's vital work in YOUR community.
By harnessing the power of ad targeting, you can extend the reach and impact of your storytelling initiatives beyond traditional channels. Through automation, you can streamline your marketing efforts and create a personalized and tailored experience for potential donors, volunteers, and advocates. This way, when generic paid social campaigns from national reach their streams, they know what you are doing locally!
