Christine Hassall, Marketing Executive
Almost every charity, non-profit organisation and trade association has some form of publication that they create for their members. Publications are an accessible and engaging way to aid your members’ development, so getting them seen is essential! Here are some tips that will help you gain more viewings.
Make it eye-catching
I know we are told to never judge a book by its cover but this phrase only really works figuratively. For magazines and online publications, the opposite is the most sensible advice, and is what entices web users to read on. Think on-brand graphics and bold, modern fonts (that’s comic sans and Times New Roman out). There are also lots of places online where you can source professional and stylish photography that won’t date your publication. Using the same old stock photos or pictures from a shoot that was done years ago says to a reader that the rest of the content may be just as stale and outdated. Newsworks have done this especially well with their case studies section.
Break out the velvet rope
Psychologically speaking the words ‘members-only’ can have a very positive effect on a website user. Just like the VIP section in a fashionable establishment, publications which are locked for non-members can be a real incentive to encourage the visitor to read your publication. You don’t have to close off all content however. NFPs with often-read publications always offer something for nothing. A downloadable PDF with the main article from this month’s report is easily accessible, can be taken anywhere and allows readers to gauge whether they feel the rest is worth an investment.
Collaborate and influence
Influencer marketing is becoming a very big deal. If you’ve not heard of it before; it means encouraging someone influential in your industry to use and tell people about your product. In this case, it could mean asking an important expert in your field to write a guest article, or to feature your publication on their networking channels. Influencers are fast becoming one of the most effective methods of marketing.
Implement an online library and keep it neat
The presentation of your online resource library is absolutely key to enticing visitors to read. Think of it like a real life library; if you walked in and books were everywhere, not organised by date or alphabetically, or by genre and theme you’d probably take a second to wonder what on earth had happened and then exit swiftly. A well-presented, expertly designed library with a sophisticated search is a must to increase readership. Local Media Works has done this really well for their Local News Week competition, ‘Making a Difference’.
Invest! Invest! Invest!
In essence, there are two kinds of paid-for SEO that would increase your readership. The first is pay-per-click, where you bid on keywords in a search engine to get your publication to the first page of results. The second is ‘display marketing’ or ‘remarketing’. When a user has visited your website but not done anything on it, remarketing will show them an ad for your website in some other places on the web. Remarketing works by sharing content with people who have already shown an interest.
Get social and start a conversation
We’ve waxed lyrical about the importance of social media marketing many times – check out our article “How to encourage your next generation of members” for more info – in a nutshell, it’s free, it’s accessible to millions and it’s proven time and time again to be effective. As has print marketing! Read “The art of offline marketing” for an in-depth analysis of the positive effects of print. A simple post card with, say a URL or better yet a QR code offering a discount or free download not only fosters good will but positions you as an organisation who is imaginative and on the ball.
What do you think? If you have any more hints or tips that you’d like to share, or any feedback on this article then please feel free to get in touch; we’d love to hear your thoughts.
Senior Internet are fully equipped to supply your organisation with these features and many more. They already have a community of membership, non-profit, charitable and trade associations and have made good use of their 17 years’ industry experience to help