Digital Marketing Strategist

POSITION

• Job Title: Digital Marketing Strategist
• Primary Responsibilities: Craft and execute a comprehensive digital marketing strategy to promote the organization's vision, increase engagement, and support fundraising efforts. Oversee online content creation, social media management, email marketing, SEO/SEM, and analytics to optimize digital presence and performance.
• Key Goals & Objectives: Boost online visibility and engagement, driving support for the organization's mission. Utilize digital channels to effectively communicate impact stories, increase donations, and recruit volunteers.
• Challenges & Needs: Adapting to rapid changes in digital marketing trends and platform algorithms. Engaging diverse audiences across digital channels. Measuring and demonstrating the ROI of digital marketing efforts.

ORGANIZATION

• Organization Name: [organization name]
• Website: [website.com]
• Mission & Vision: To [organization's mission] with a vision to [organization's long-term goal], making a significant impact on [specific area or issue].
• Core Values: [add your organization's core values]
• Primary Beneficiaries: Serving [key beneficiaries of your organization's work].

• Strategic Planning: Develop a cohesive digital marketing strategy that aligns with the organization's overall goals, focusing on increasing visibility, engagement, support, and donations through online channels.
• Content Creation and Management: Oversee the creation and distribution of compelling online content, including blog posts, videos, infographics, and other multimedia content, to engage audiences and convey the organization's mission and impact.
• Social Media Management: Strategize and manage the organization's presence across social media platforms, ensuring content is engaging, timely, and aligned with overall marketing goals.
• Email Marketing Campaigns: Design and implement targeted email marketing campaigns to communicate with supporters, share updates, and promote fundraising initiatives.
• Search Engine Optimization (SEO) and Search Engine Marketing (SEM): Apply SEO and SEM strategies to improve website visibility in search engine results, driving traffic and increasing online engagement.
• Data Analysis and Reporting: Utilize analytics tools to track and analyze the performance of digital marketing campaigns, using insights to refine strategies and demonstrate ROI to stakeholders.
• Online Advertising: Manage online advertising efforts, including paid social media campaigns and Google AdWords, to reach and engage targeted audiences effectively.
• Audience Engagement: Foster meaningful interactions with online audiences, responding to comments, messages, and inquiries in a way that builds community and supports organizational objectives.
• Trend Monitoring and Adaptation: Stay abreast of the latest digital marketing trends and platform algorithm changes, adapting strategies as needed to maintain and enhance digital marketing effectiveness.
• Cross-Departmental Collaboration: Work closely with other departments and teams to ensure digital marketing efforts are integrated and support broader organizational goals and campaigns.

Writing

1. Digital Marketing Plans: Crafting detailed digital marketing plans that outline strategies for social media, email marketing, content marketing, SEO, and online advertising to meet the organization's objectives.
2. Content Strategy Documents: Developing content strategy documents that define the types of content to be created, target audiences, distribution channels, and performance metrics.
3. Email Campaign Copy: Writing compelling copy for email campaigns aimed at engaging subscribers, encouraging donations, promoting events, and sharing impact stories.
4. Online Fundraising Appeals: Creating persuasive online fundraising appeals that communicate the urgency and importance of supporting the nonprofit's mission.
5. SEO and Keyword Strategy Reports: Writing reports on SEO efforts and keyword strategies to improve website visibility and attract more organic traffic.

Summarizing

1. Digital Campaign Performance Reports: Providing concise reports summarizing the performance of digital campaigns, including reach, engagement, conversion rates, and ROI.
2. Social Media Analytics Summaries: Compiling summaries of social media analytics to highlight trends, audience growth, and engagement levels across platforms.
3. Website Traffic and User Behavior Reports: Summarizing website analytics, including traffic sources, user behavior, and content engagement, to inform web optimization strategies.
4. Email Marketing Performance Overviews: Creating overviews of email marketing performance, including open rates, click-through rates, and conversion metrics.
5. Competitor Digital Strategy Analysis: Summarizing key findings from competitor digital strategy analysis to identify opportunities for differentiation and improvement.

Brainstorming

1. Innovative Digital Campaign Ideas: Generating ideas for innovative digital campaigns that leverage emerging technologies, trends, and platforms to engage audiences and support the nonprofit's goals.
2. Audience Engagement Tactics: Brainstorming tactics to increase audience engagement across digital channels, including interactive content, community-building initiatives, and personalized communication.
3. Cross-Channel Marketing Strategies: Developing strategies for cross-channel marketing that create a cohesive and integrated user experience across social media, email, and web.
4. Digital Partnership Opportunities: Identifying potential digital partnership opportunities with other organizations, influencers, and brands to expand reach and impact.
5. Data-Driven Fundraising Techniques: Exploring data-driven techniques and tools for digital fundraising, including targeted advertising, donor segmentation, and analytics-driven content personalization.

Researching

1. Digital Marketing Trends and Innovations: Keeping up-to-date with the latest digital marketing trends, innovations, and best practices to ensure the nonprofit's digital strategies remain effective and competitive.
2. Audience Research and Segmentation: Conducting research to understand the demographics, interests, and online behaviors of the nonprofit's target audience, and developing segmentation strategies to tailor messaging.
3. Digital Tools and Platforms Evaluation: Researching and evaluating digital tools and platforms for marketing automation, social media management, email marketing, and analytics to enhance efficiency and effectiveness.
4. Legal and Compliance Issues in Digital Marketing: Staying informed about legal and compliance issues related to digital marketing, including data protection regulations, copyright laws, and advertising standards.
5. Impact Measurement and Analytics Tools: Investigating tools and methodologies for measuring the impact of digital marketing efforts on fundraising, advocacy, and program participation.

Planning

1. Integrated Digital Marketing Campaigns: Planning and executing integrated digital marketing campaigns that align with the nonprofit's overall marketing and organizational goals.
2. Content Calendar Coordination: Coordinating content calendars across digital channels to ensure consistent messaging, optimal timing, and strategic content distribution.
3. SEO Optimization Plans: Outlining plans for ongoing SEO optimization, including on-page optimization, content creation, and link-building strategies to improve search engine rankings.
4. Email Marketing Strategy: Developing a comprehensive email marketing strategy, including segmentation, automation workflows, and A/B testing plans to enhance subscriber engagement and conversions.
5. Digital Advertising Campaigns: Planning and implementing digital advertising campaigns, including Google Ads, social media ads, and display advertising, to reach targeted audiences and drive specific actions.

Educating

1. Digital Marketing Workshops: Leading workshops for staff and volunteers on digital marketing best practices, platform-specific strategies, and content creation tips.
2. Cross-Departmental Training Sessions: Providing training sessions for other departments to integrate digital marketing strategies into fundraising, advocacy, and programmatic efforts.
3. Webinars on Digital Trends: Hosting webinars to share insights on emerging digital trends, technologies, and strategies with the nonprofit community and stakeholders.
4. Best Practices in Email Marketing: Conducting sessions on best practices in email marketing, including list management, segmentation, and GDPR compliance.
5. Social Media Usage Guidelines: Developing and disseminating social media usage guidelines to ensure consistent and effective use of social media across the organization.

Analyzing

1. Digital Marketing Metrics Analysis: Regularly analyzing digital marketing metrics to assess the effectiveness of strategies and campaigns, identify trends, and make data-driven decisions.
2. Website Conversion Rate Optimization: Analyzing website conversion paths, performing A/B tests, and optimizing landing pages to improve conversion rates for donations, event registrations, and newsletter signups.
3. Audience Insights and Preferences Analysis: Using analytics tools to gain insights into audience preferences, content engagement patterns, and feedback, to tailor future marketing efforts.
4. ROI Analysis of Digital Campaigns: Conducting ROI analysis for digital campaigns to determine their financial effectiveness and impact on the nonprofit's goals.
5. User Experience (UX) Evaluations: Evaluating the user experience (UX) of the nonprofit's website and digital platforms, identifying barriers to engagement and opportunities for improvement.

Communicating

1. Digital Marketing Strategy Updates: Communicating updates on the digital marketing strategy, campaign progress, and insights to internal teams, leadership, and stakeholders to ensure alignment and support.
2. Collaboration with Content Creators: Collaborating closely with content creators to ensure content is optimized for SEO, social media engagement, and audience relevance.
3. Feedback Loops with Audiences: Establishing feedback loops with digital audiences to gather insights, respond to concerns, and adapt strategies based on audience input.
4. Reporting on Digital Performance to the Board: Reporting on digital marketing performance and outcomes to the board of directors, highlighting successes, learnings, and strategic recommendations.
5. Cross-Functional Team Coordination: Facilitating communication and coordination among cross-functional teams to ensure integrated and cohesive digital marketing efforts across the organization.