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What is GivingTuesday?

GivingTuesday was created in 2012 as a day that encourages people to do good and give back. It has evolved into an annual movement that inspires millions of people all over the world to engage in generous acts of kindness. GivingTuesday is a great opportunity for nonprofits to engage with existing donors, and also to attract new donors. 

When is GivingTuesday?

GivingTuesday is always the Tuesday after Thanksgiving. This year, GivingTuesday takes place on December 3, 2024.

Should I wait until December 3rd to begin promoting?

Donors get bombarded with donation requests on GivingTuesday, so the last thing you want to do is wait until December 3rd to let people know your nonprofit is participating. Ideally, you should begin promoting GivingTuesday several weeks out. Competition for share of voice will increase substantially as you get closer to December 3rd, but regardless, there is no better time than now to begin.

How can my nonprofit make the most of GivingTuesday?

There are a few ways nonprofits can make the most of GivingTuesday.

1. Set a Donation Goal: Let donors know how much you want to raise from your GivingTuesday campaign and give them something to aim for.
2. Consider a Donor Match: Your donors want their gifts to have maximum impact on your mission. A donor match amplifies their impact, and therefore incentivizes giving.
3. Communicate the Impact: Let donors know how funds raised from your GivingTuesday campaign will be used and the positive impact their gift will have. Make it tangible for them.
4. Utilize Multiple Channels: Create a comprehensive digital media campaign that promotes your participation in GivingTuesday across channels including social, email, SMS, your website, and others. 
5. Increase Frequency: Increase the frequency of communications as you get closer to December 3rd in order to cut through the noise as more and more nonprofits compete for donations.

Want more nonprofit marketing tips like this? Trust LEVERAGE, a nonprofit digital marketing agency in Tampa, FL to bring you the latest insights.

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It is no secret that tourism is one of Florida’s top industries, which suffers a blow each time a major hurricane makes landfall in our state. The 2024 hurricane season brought two such storms in Hurricane Helene and Hurricane Milton. Yet, the tourism industry isn’t going to be slowed if VISIT FLORIDA has anything to say about it.

Last week, VISIT FLORIDA announced the launch of their largest-ever tourism marketing recovery campaign. The Florida Tourism Industry Marketing Corporation has planned a three-phase approach with a total budget of $5.75 million, designed to let the rest of the country know that Florida is open for business and ready to receive visitors across the state.

The first phase of the campaign, already in progress, includes an $800,000 social media campaign featuring destinations  like Amelia Island, Islamorada, Panama City Beach, and Pensacola, which were not affected by the storms. Phase 2 includes a $3 million campaign promoting recently recovered destinations like Tampa, Naples, and Ft. Myers, when they are fully ready to serve tourists again. Phase 3, will support counties that were hit the hardest, such as Pinellas, Sarasota, and Manatee, to promote their readiness for visitors once they have recovered and are ready to receive visitors again.

“Floridians are resilient and our incredible tourism industry is testament to this strength. VISIT FLORIDA is here to show the world that Florida is ready to welcome travelers,” said Dana Young, President and CEO of VISIT FLORIDA. “We are highlighting our iconic destinations, promoting hidden gems, and making it clear that Florida is still the top choice for travelers.”

Want more Florida tourism marketing news? Trust LEVERAGE, a Tampa digital marketing agency to bring you the latest. Subscribe today!

Recent hurricanes have brought to light the impact large scale disasters have on local businesses. As a digital marketing agency in Tampa, it is our job to help our clients prepare for crises like hurricanes, especially when it comes to pivoting marketing communications ahead of and after the crisis. In this article, we’re providing a few tips to help business owners pivot their communications strategy the next time a crisis impacts our area.

Tip #1: Pause Scheduled Content and Reevaluate. 

Pause your communications until you’ve had a chance to reevaluate your strategy for that week (especially social media posts, email blasts, and SMS). If you’re posting or sending communications before/after a crisis, make sure they’re relevant and sensitive to the circumstances. “Normal” content that was prepared in advance and scheduled for publishing could come off as out of touch or unsympathetic.

Tip #2: Only Post Content that is Helpful and Sensitive to the Circumstances.

Before a crisis, this content could include offering tips for preparing for the impending event, providing updates on the event or your response (such as adjusting hours or offering any relevant products/services), or simply offering best wishes for their welfare. After the storm, this could include expressing sympathy for those impacted and sharing resources in your area for recovery and support.

It is sometimes difficult to know what to say or how to express support during a crisis. This is one place a Tampa marketing agency is able to step in and assist their clients, with expertise in carefully crafting communication that is genuine and communicates the intended message.

Tip #3: Let Customers Know if You’re Closing or Adjusting Hours.

If you’re closing or changing your hours, let your customers know as soon as possible. This helps prevent any customers feeling inconvenienced by showing up to your place of business only to find out the doors are locked; alternatively, after the crisis has abated, customers may want to return to take advantage of your services, or support your business in the wake of the disaster. At a minimum, post your updated hours on your socials and update the hours on your Google Business Profile. 

As a Tampa marketing agency, we have developed an SOP for our clients that includes these tasks as well as additional ways we can help.

Tip #4: Let Your Community Know You’re Thinking About Them.

Remember, you’re a member of the community too, and we’re all in it together. This could be as simple as a social media post or an email to your database, but make sure the message is authentic. No one wants a sales pitch at a time like this.

Tip #5: Communicate Ways You’re Able to Help by Utilizing Your Resources.

Figure out how to use your resources to help your customers before and after the crisis. For example, before Hurricane Milton, one of our clients offered pre-prepared meal deals to their customers to make a life a little easier for families prepping for the hurricane. They also opened after the storm, despite not having power, to give locals a place to get out of their houses and get a hot meal. 

We have procedures in place to assist our clients with their social media communication before and after crises like hurricanes. As a small business owner, you have enough to worry about ensuring that your employees and business are safe and prepared. A digital marketing agency in Tampa can help you pivot your communication strategy, announce closures ahead of crises, and let the community know you care.

When asking people about their thought process when buying a product or service, they might give reasoning such as “I just think of the product or service I need, and then buy it.” The truth is that whether it is a small daily purchase, such as groceries, or a big purchase, like a car, every consumer goes through a subconscious journey to make the correct choice.

In order to make the right marketing decisions, we need to understand the buyer’s process. This understanding helps brands more effectively focus their efforts on optimizing marketing activities based on their target customers’ journeys.

What Is the AIDA Model?

AIDA stands for attention, interest, desire, and action. This model is used to show the decision-making process of consumers. The process, as a whole, acts as a funnel describing how consumers go from one stage to the next to support their purchasing decisions.

Attention

During the first step in the buyer’s journey, the consumer might ask themselves what problems need to be solved and what can best solve them. They will take time to explore their options and look across all brands to see which one suits their needs the most. 

In this first step, brand awareness is the most important factor. Consumers need convincing that your brand has the solution that they are looking for. Marketing strategies like banner ads, commercials, and tailored blog posts could be enough to take them into the next stage.

Interest

After getting the attention of the consumer, you need to keep that focus on your product or service. The consumer’s next step is researching the specific product they need. They now need to know how your company will solve their problem. 

At this stage, consumers will need answers on why your product stands out. This stage is all about persuasion and holding the attention of the consumer. Some ways your brand can garner interest is through targeted ads, social media marketing and product pages.

Desire

The third stage focuses on the consumer’s “I want it” motive. This can be achieved through an emotional relationship between the consumer and the brand. A consistent online presence can be a powerful tool in bolstering this, especially as brands that have a strong online identity tend to excel at creating a solid B2C connection. 

Consumers like going with brands they trust. This can be built as the consumer continuously interacts with your brand through engaging with a subscription to weekly newsletters, reading testimonials, or case studies.

Action

The final stage in the buyer journey involves the consumer purchasing your product or requesting your service. This can be catalyzed through using a call to action (CTA) in marketing campaigns, social media posts, and SEO strategies. CTAs can provide a sense of urgency to the consumer to make them feel that they need to act on their desire to purchase from your brand. Its function is to persuade them to go to your store, call, or visit your website.

Use AIDA to Scale Your Business

While AIDA does not detail every consumer’s specific journey, it does provide a framework describing how they go from identifying a problem they have to solve to ultimately purchasing from your brand. It can be used to build a successful marketing strategy and give an idea of where in the consumer’s journey your brand should focus its marketing methods.

 

LEVERAGE has over a decade of experience in using marketing expertise to help brands achieve their goals. For more information, request a consultation today.

Maximizing return on ad spend (ROAS) is a key objective when it comes to driving success with Instacart. We recently doubled the Instacart ROAS for one of our valued clients by implementing a series of optimization strategies. In this article, we share the steps we took to achieve this, and how you too can replicate our success on Instacart.

High-Quality Product Photos

Visual appeal plays a crucial role in capturing customers’ attention and driving conversions. Upon auditing our client’s presence on Instacart, we saw an opportunity to improve the product imagery to help their products stand out on Instacart’s virtual shelf. The enhanced visual experience resulted in increased click-through rates and ultimately higher conversion rates.

Compelling Product Descriptions

To complement the improved product imagery, we revamped the product descriptions for our client. We focused on crafting compelling and informative descriptions that highlighted the unique features, benefits, and value propositions of each product. By clearly communicating the product’s value, we were able to entice shoppers and provide them with the necessary information to make purchasing decisions. The improved product descriptions played a crucial role in increasing customer engagement and conversion rates.

Optimized Instacart Search Ads

An effective search ad strategy is pivotal in reaching the right audience and driving conversions on Instacart. We conducted extensive keyword research and analysis to identify relevant and high-converting keywords for our client’s products. By optimizing their search ads, we ensured that they were prominently displayed to users searching for similar items. This increased visibility, coupled with the use of relevant keywords, resulted in improved ad performance, higher click-through rates, and ultimately, increased conversions.

Constant Monitoring and Iterative Optimization

Achieving the desired results on Instacart requires ongoing monitoring and iterative optimization. We closely monitor return on ad spend, and other KPIs. We analyze the data to identify underperforming areas and make data-driven adjustments to improve the campaign’s performance. This iterative approach allows us to continuously fine-tune our strategy, and capitalize on successful tactics.

By implementing a comprehensive optimization strategy, we were able to double the Instacart ROAS for our client. Through the addition of high-quality product photos and compelling descriptions, we captured users’ attention and increased engagement. By optimizing Instacart search ads to focus on relevant keywords, we enhanced the visibility of our client’s products to the right audience. The success of this case study underscores the importance of constant monitoring and iterative optimization to achieve outstanding results on Instacart. Embrace these strategies, adapt them to your unique business needs, and unlock the potential to significantly improve your ROAS on Instacart.

Want to drive better business outcomes from your digital marketing? Request a consultation today.

Collaborating with an agency partner can bring a fresh perspective, specialized expertise, and valuable resources to your marketing efforts. However, to truly leverage the benefits of this collaboration, it’s essential to establish a strong working relationship and maintain effective communication, ensuring a productive partnership.

Define Your Needs and Expectations

Before engaging with an agency, clearly define the type of agency you require based on your specific goals and objectives. Determine if you need a creative agency, a branding agency, a PR agency, a digital agency, or a combination of these. The agency you choose should complement and enhance your in-house capabilities, aligning with your overall marketing strategy.

Clarify Roles and Objectives

Decide whether you are seeking strategic guidance, implementation support, or a combination of both. Clearly communicate your expectations to the agency, outlining the specific roles they will play in your marketing initiatives. By establishing a shared understanding of objectives and responsibilities, you can maximize the effectiveness of the agency’s efforts and ensure alignment with your business goals.

Empower Creativity and Expertise

When working with an agency, it’s crucial to allow them the freedom to unleash their creativity and expertise. While providing guidance and input is essential, avoid stifling their potential by imposing excessive constraints. Trust in their capabilities and encourage them to explore innovative approaches that can lead to successful outcomes. Embrace collaboration and value the unique insights they bring to the table. After all, that’s why you hired them!

Treat Your Agency as a Member of Your Team

To foster a strong partnership, treat your agency as an extension of your in-house marketing team. Establish clear lines of communication, provide them with the necessary information and resources, and involve them in relevant discussions and decision-making processes. By treating them with the same level of respect and inclusion as your internal team, you create an environment that fosters trust, collaboration, and shared success.

Assign an Internal Point of Contact

Designate a specific point of contact within your organization to liaise with the agency. This person will serve as the primary communication channel, ensuring smooth coordination, timely feedback, and alignment between your team and the agency. Having a dedicated internal contact streamlines communication and minimizes confusion, enhancing the overall efficiency of the partnership.

Foster Open and Frequent Communication

Maintain open lines of communication with your agency partner. Regularly update them on business outcomes, campaign performance, and any shifts in priorities or strategies. Encourage them to share their insights, challenges, and recommendations. Frequent communication helps build a strong rapport, enables agility in decision-making, and ensures that both parties remain aligned and proactive in achieving shared objectives.

 

Want to drive better business outcomes from your digital marketing? Request a consultation today.

In the ever-evolving landscape of marketing, there is an ongoing debate surrounding the effectiveness and relevance of top-of-funnel marketing tactics. With the increasing focus on bottom-of-funnel strategies that offer direct measurement of ROI, some question whether top-of-funnel marketing is dead. However, in this article, we will challenge this notion and shed light on the significance of top-of-funnel marketing in driving long-term success and improving bottom-of-funnel results.

The Challenge of Measuring Top-of-Funnel ROI

One of the primary arguments against top-of-funnel marketing is the difficulty in measuring its direct impact on revenue. Unlike bottom-of-funnel tactics that can be directly tied to conversions and sales, top-of-funnel awareness efforts often lack clear metrics for ROI. However, focusing solely on immediate ROI measurements can lead to overlooking the long-term benefits of building brand awareness and consideration.

The Value of Brand Awareness

Establishing brand awareness is a critical foundation for any successful marketing strategy. Without brand recognition, consumers are less likely to engage with your bottom-of-funnel marketing efforts. People are more inclined to trust and purchase from brands they are familiar with. By investing in top-of-funnel marketing, you can create a lasting impression, increase brand recall, and influence consumer decision-making throughout the customer journey.

Driving Cost-Efficiency and Improving Bottom-of-Funnel Results

While top-of-funnel marketing may be harder to measure in terms of direct ROI, it plays a crucial role in improving the effectiveness and cost-efficiency of bottom-of-funnel tactics. By first establishing brand awareness, you can enhance the impact of your conversion-focused campaigns. When consumers are already familiar with your brand, they are more likely to engage with your targeted ads, click on your links, and convert into customers. This ultimately reduces the cost per acquisition and increases return on ad spend (ROAS) and overall ROI.

Balancing Top-of-Funnel and Bottom-of-Funnel Strategies

To maximize marketing effectiveness, it’s essential to strike a balance between top-of-funnel and bottom-of-funnel strategies. While bottom-of-funnel tactics provide measurable results, neglecting top-of-funnel efforts can limit your long-term growth potential. Consider allocating a portion of your budget to top-of-funnel campaigns, leveraging various tactics such as content marketing, social media, influencer partnerships, and thought leadership.

 

Want to drive better business outcomes from your digital marketing? Request a consultation today.