By Lara Dunning
When it comes to developing a content marketing strategy for nonprofits, the benefits of blogging, Facebook, Twitter and Instagram are widely known. But another social media platform for nonprofits, and one that often gets overlooked, is LinkedIn. According to LinkedIn, the platform has, “More than 645 million users in more than 200 countries and territories worldwide” and almost half are regular active monthly users.
By leveraging the power of LinkedIn for nonprofits, organizations can tap into the world’s largest professional network to create awareness for their cause, cultivate donor relationships and network with professionals across the globe.
How To Begin Using LinkedIn For Nonprofits In Seven Steps
1. Set Goals For Using LinkedIn For Nonprofits
First, it essential to understand how using LinkedIn for nonprofits benefits the cause in the big picture. As you begin your discussion about these topics, ask which of these five questions are priorities:
- Do you want to increase the number of LinkedIn followers?
- Do you want to use LinkedIn to drive traffic to the website?
- Do you want to increase the number of shares?
- Do you want to generate donation leads?
- Do you want to build a reputation as an expert for your cause?
This prioritization will give you a list of key goals. A critical component at this stage is also outlining how key performance indicators (KPI) will measure the outlined goals, such as increased followers, website page views and donation leads.
2. Establish a LinkedIn Company Page
With goals established, the next step is to create a free LinkedIn company page that brings the nonprofit’s mission to life with engaging descriptions and pictures that pop. For LinkedIn users, the nonprofit’s company page could be the first place they look, which means everything should accurately represent the organization and its mission.
Be sure to include a logo, cover photo and website link, and fill out all the necessary tabs correctly. Discover more tips and advice for setting up LinkedIn for nonprofits here.
Developing a content marketing strategy is crucial when using LinkedIn for nonprofits.
3. Develop A LinkedIn Content Marketing Strategy
Now that objectives outlined and a company page is built, it is time to create a content calendar and decide who will implement and maintain the schedule, respond to comments and make new connections. Since nonprofits run on a tight budget, it is crucial to keep in mind the resources at hand. We suggest having at least one person dedicated to managing the LinkedIn account, with additional people to help during events and fundraisers. To begin, build a three or six-month marketing plan calendar and each quarter, review the …read more
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