Amplification Marketing: What Is It? Why Employ It?
Do you want to know the singular metric that will excite your nonprofit leaders? It’s high engagement. In short, they want to see that there's lots of engagement for the spending you do in marketing. As a result, engagement is the primary focus your nonprofit should achieve in your marketing efforts.
How has engagement come to be more valuable than gold? Well, that’s easy to answer. As you know, social media platforms such as Facebook, Twitter and TikTok have one thing they want to achieve (aside from making money). They want to keep users on their platforms as long as possible. In other words, they want to see high engagement, which comes in the form of comments, likes, shares and time spent on the platform.
So, with that reality in mind, it’s only natural that it permeated the marketing sector. Engagement is a metric that’s exceedingly valuable to organizations, so amplification marketing is an essential method for you to grow your brand’s reach in the community through your marketing efforts.
What Is Amplification Marketing?
Amplification marketing is a way to extend your brand to a broader audience. When you use amplification marketing techniques, you achieve several things. First, you increase your content's engagement (likes, shares and comments) on the social platforms. As I mentioned, that's a good thing because it means that your content resonates with people.
However, effective amplification marketing also allows you to get more prospective donors. Done well, it leads people to your website. And of course, as we know, one of the primary objectives of marketing is to drive people to your site. In doing so, you increase the chances that they'll get familiar with your work and, eventually, they'll convert by donating.
What Do Marketers Have To Keep in Mind?
Amplification marketing depends on quality content. Meaning you have to provide value to your audience. Those of us in marketing understand that, for several years, as brands SEO’d their sites, there were particular techniques to help drive traffic (e.g., keywords). However, the algorithms have learned a lot. As a result, they could now understand — and make more visible, high-quality and valuable content.
Ultimately, the more your audience sees genuinely excellent content, the likelier they will engage and, yes, amplify your content. In other words, because technology has gotten so good at understanding what users want to see — and it's learned to decipher between amazing and worthless content — it can now offer audiences the best stuff based on quality and predictions of what they want to see.
Therefore, it’s more vital than ever to craft thoughtful content with a professional touch. Moreover, it's essential for amplification marketing to have a professional marketer who knows how to optimize your content to the right audience. Ultimately, you want your marketer to reach an audience ready and receptive to your message. That’s why digital marketing teams are specialized. Not everyone knows how to do it, even if they are in marketing.
Further, an essential element of your amplification marketing campaigns is credibility. You want to have multiple sources of expertise in your content. You can accomplish this by working with experts in your field or partnering with your program team to work with you. Ultimately, your team should have an excellent understanding of what content would work best with your audience.
Why Employ It?
Amplification marketing requires a set of tools that helps you to promote and distribute your content through different channels. For instance, social media is the most significant resource for marketing, but so are private communities. After getting a clear vision of what you want your posts to do, there are various tools and solutions that you can employ for the right results.
For example, Facebook advertising is one of the most popular ways to amplify content. As soon as your ads go live, the right people get the message. The more you promote, the more stats increase, and they reflect your message is getting shared. However, amplification marketing takes time, and depends on your consistency and great content. So you have to be willing to work on it and monitor it.
How To Amplify Your Content
There are many ways to amplify content. If you want to amplify a specific piece of content, you can take any of the following steps:
- Create custom tags that identify the content. It helps Google and the search engines discover that content and find out about it more easily. Also, tagging allows other thought leaders you may have featured to know you've shared their content. In short, it incentivizes them to share your content!
- Add high-level and authoritative information to your content. Develop content with in-depth, unbiased information, making it easy to access and share relevant information. In a time when many people are suspicious of the information they read, it's vital to become the go-to source for quality information.
- Don't be afraid to reach out to influencers. The reality is that influencers could deliver a significant boost to amplify your content to their followers. Tag influencers in your social media posts, and, if you're a genuinely big fan of particular influencers, reach out to them directly to comment and share their content. Doing so may incentivize them to share your content more readily.
- Ask your audience to amplify your content. So, let’s say you just published a great ebook or want to share an extraordinary and compelling story. Ask your champions and audience to share your content. Don't be shy! Of course, don't do it constantly, but do it strategically. It will inevitably help amplify your message.
Focus on Your Audience
Finally, for amplification marketing to work, you must place your audience front and center aside from consistency and quality content. The best way to build trust and loyalty with your audience is to shift your focus to them continually. It means always creating content of value that answers their questions and meets their needs. Additionally, know how they consume content so that you can know the best way to serve it to them. Ultimately, in time, you’ll see the amplification marketing techniques bear fruit for your organization.
Kristy Fontelera is a creative professional in corporate and nonprofit social media advertising and brand strategy. As the chief marketing officer at Funds2Orgs and Elsey Enterprises, she works with a suite of global fundraising brands and manages national campaigns for her clients. She hosts a monthly webinar with Funds2Orgs, teaching nonprofits how to make an impact with their social media strategy. Kristy is a passionate individual that loves nothing more than to help others make an impact in their market and the world.
Kristy also contributes monthly to her NonProfit PRO blog, “Marketing IRL.”