Outreach Marketing Strategies: Human Connections

We all know that marketing is important, but you can take it a step further with outreach marketing. According to GroupHigh’s blog, outreach marketing focuses on human-to-human connection to grow your organization. Partnering outreach strategy with traditional SEO and keyword research sets up your organization for success.

Here are a few strategies to achieve this more human form of marketing

1. Be transparent about your cause
   Building trust is a major benefit of the outreach strategy. Foster human connection by being clear about what you offer and how you are received. Nonprofit Hub explains that this is important because, as you are building relationships, you want to make your business intentions clear so that individuals or partner organizations do not end up feeling manipulated.

2. Third-party recommendations
   The first point from the GroupHigh post is the importance of third-party recommendations. When you are shopping for a new car, you often do not just take the salesperson’s word on how great the car is; you read reviews from third-party sources who have nothing at stake. This same concept applies to outreach marketing. See if you can find a way to get your organization mentioned in a customer’s blog post or ask for a testimony to put on your website. Self-promotion is important, but make sure it is not just you talking about how great your organization is.

3. Support organizations with similar values
   Reach out and connect with organizations with similar values and goals as your organization. Nonprofit Hubexplains that you should carefully choose who you work with because you want to make sure they are working toward the same things as you. The article gives the example of caring for the environment. If your organization strives for conservation, make sure you are not working with organizations that have a bad track record on environmental issues. This shows potential and existing customers that you are firm in what your organization values and will not compromise on what you believe in.

4. Keep in touch with your most active members
   GroupHigh explains that active customers/members can be among your best assets. Foster close relationships with these members and ask them for their input. Members will appreciate you asking for their ideas and you can gain some excellent insight into what you can provide to make your organization better. This is a great way to build trust and great relationships with your members which will help develop a positive reputation. A few examples: The Academy of Human Resource Development held a Facebook live event to gather feedback from its community. The Minnesota Pharmacists Association has offered Zoom listening sessions and Town Hall meetings to gather specific concerns. While surveys are useful in identifying issues and trends, live events can make it easier to ask follow-up questions and dig deeper.

5. Tell your brand’s story
   CMS Wire explains that telling your brand’s story is a strategy that is more human than just SEO and topic research. Identify your organization’s values and mission if you have not done so already, then use that as a driving point in blog posts, social media, and other marketing.

Mix these strategies in with your traditional strategies to foster a closer connection with your members and grow your organization.