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Josh Hatcher

Josh Hatcher - Vice President of Client Success - Grand River Agency

About Josh Hatcher

http://joshhatcher.com

Vice President of Client Success, Grand River AgencyJosh is an expert multimedia professional with more than 25 years of experience in graphic design, digital media content production and community outreach. While working for several news and digital media agencies, as well as his own entrepreneurial endeavors, he has built and designed hundreds of websites and other forms of promotional content. Josh has produced content for print, radio, TV and digital news and advertising firms. He has a keen eye for the aesthetic, as well as a commitment to organizational visions. Josh has authored 12 books on self-improvement, faith and career success.

Posts by Josh Hatcher:

migrate your website to WordPress

Google Business Profiles are Ending: How to Migrate Your Website to WordPress 

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The internet is constantly changing, take it from me. I’ve been working in the digital marketing world since BEFORE SEO strategy included keyword stacking. An upcoming change is going to have a significant impact on the way you market your business – if you built your business website through Google Business Profile. 

Google has decided to retire its Business Profile websites. The change began taking effect March 1. If you find yourself pondering the next move, look no further. Here are some tips on how to migrate your website to WordPress.

With Google Business Profiles on the Way Out, Will Your Site Be Affected?

How many are slated to be shut down? 21.7 MILLION! Is your business website one of them? Google’s Help site can give you more specific information on what’s happening.

It’s important to note, your Google Business Profile isn’t going away. Rather, it’s the websites built with that platform that are getting curtained. This latest development could severely hamstring your business if you don’t have an established website. 

What do the website development experts here at Grand River Agency recommend? WordPress is the answer! 

How to Move Your Business Website to WordPress

We’ve always appreciated WordPress for a variety of reasons. WordPress websites on a self-hosted platform are typically the most well-rounded solution – great for content management, SEO improvements, scalability and security. It’s a flexible platform that’s constantly growing, with the kind of features you need to improve your search engine performance. Savvy business owners like you know what this means for gathering website traffic, leads and customers.

(Related reading: WordPress Maintenance Checklist: Keeping Your Website Running Smoothly.)

You don’t want to have your website sunsetted simply because Google doesn’t want to be in the website business anymore. 

Why is Google Discontinuing Business Profile Websites?

The answer to this question, only the Google execs sitting in their posh boardroom know. Our best guess? The time and cost of maintaining the sites and keeping security up to date was not worth any revenue that the sites brought into the corporation.

Google has a long history of mothballing projects. Remember Google+ and Google Domains? Those didn’t get too far. (Check out Killed by Google to see more projects that Google has discarded over the years.)

What Does the Discontinuation of these Sites Mean for You?

It’s a reminder that it’s imperative that you make a website you own and control. External platforms like Google or Facebook are not always dependable. They can change their Terms of Service or even discontinue their service at any time. Then – POOF! – the site you’ve built is gone.

How to Migrate Your Site from Google Business Profile

1. Backup Your Current Site

Google Business Profile Sites does not allow you to automatically migrate your site. This is going to make this process a bit tedious. You need to save all of your images and media, and copy the text from your site to a document. Make sure that you get the information from each page on your site. 

Keep it organized!

2. Stake Your Claim

You’ll need a domain name and a web host. Use a site like GoDaddy or Name.com to purchase your domain and point it to your web host. There are many web hosts out there that can support a WordPress install. 

(Fortunately, at Grand River Agency, we offer state of the art, affordable web hosting with included SSL certificate and maintenance! We would be more than happy to talk to you about hosting.)

When we talk about WordPress, we’re referring to a site that uses the WordPress software on a web host. There are two sites: WordPress.com and WordPress.org. The .org site is our starting place for this. This provides the files you need to download WordPress for your site. Many web hosts offer automatic WordPress installs as part of their package. 

3. Welcome to WordPress

Once installed, this is where you can build out your website content as “Pages” on your site. You’ll need a theme, and there are a number of free themes available that you can customize that are built into WordPress. We recommend Themify for a more robust and attractive website. (We use Themify for most of the sites that we build.)

4. Content Migration

Take a look at the content that you’ve pulled down from Google Business Profile Sites. You’re going to want to go through it once with an editor’s eye. Does the language use effective 21st-century digital storytelling to honor your brand?

Is it clearly written and compelling? Does it accurately describe the work you do, provide your offer to your website visitors, and clearly call them to action? If so, you’re ready to start plugging that content into your new WordPress website.

5. Search Engine Optimization

While you’re getting your content on the site, make sure that it’s properly formatted for SEO. There are a number of tools to help with this, including the robust YOAST SEO plugin. You can pay for premium, but the free version of this plugin is still great. It will do most of what you need to get your website SEO ready. 

It will walk you through the steps to make sure each page on your site is formatted correctly and effectively uses keywords to improve search engine standing.  Please note, though, the best way to keep your website relevant to search engines is to keep updating your site with new information and content. Keyword-optimized blog content is always the best way to keep the SEO ball rolling.

6. Let Google Know

Once you have the new site ready to go, go back to your Business Profile on Google, hit “Edit Profile” and then take out the old link, and paste in your URL to the new website. 

The Google Business Profile Aftermath: Ready to Migrate Your Business Website to WordPress?

If any of this seems overwhelming, don’t worry! We’re here to help. Get in touch with us today.

no one wants to see your marketing and advertising

No One Actually Wants To See Your Marketing

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Sorry to break it to ya’. You want your organizational brand to be welcome – like a beloved family member – in communities and households. You want your brand to be like sweet Grandma Jane dropping by in the morning to make pancakes and shuffle the kids off to school with a kiss on the forehead.  

But no one ACTUALLY wants to see your marketing. In reality, marketing and advertising is like your grumpy Uncle Ed, who shows up randomly, expects you to make him pancakes and needs a few bucks for the bus ride home.

That reality is true whether you’re a for-profit business or even a nonprofit promoting an amazing community mission. Marketing and advertising, by nature, is intrusive. But you can’t afford to NOT spread your organization’s message. So what do you do? There’s value in telling your story, gathering new leads, and making new connections and sales. 

Let’s examine our premise again: no one wants to see your marketing. Accepting that as true, what’s the next best way to capture the attention of those whose attention doesn’t want to be captured?

To make your marketing and advertising ENGAGING and HELPFUL! To lead through nurturing and communication. Let’s break this down further:

How to Make Your Marketing & Advertising More Appealing

Look at the way you use the internet yourself for a moment. You open a blog post that you want to read, and a pop-up ad blocks your view. You look for the “X” button to close it, but it’s nowhere to be found. You think, “This is so frustrating.” 

Or, you’re knee deep in a repair project, and you open a YouTube video to see how to git-er-done. You very impatiently tap your toe just waiting for the opportunity to “Skip Ad”, right?

The harsh reality is, nobody goes online with the intention of seeing advertising. Yet marketers spend billions of dollars each year trying to interrupt people’s browsing experience. (Over 90% of internet users find this annoying and even rude.) It seems like we’re paying money not to get customers, but to annoy and irritate those potential customers, right?

So let’s chat about some sure-fire ways to make your ads more relevant, helpful and effective so you waste less money, and connect more with your target audience. 

Principle One: What To Say & How To Say It 

For more than 20 years I’ve written and designed ads, blogs, and all other kinds of marketing content. If there’s anything I’ve learned, it’s that you need to be clear in your messaging, and you need to communicate it in a way that captures their attention. 

Some of the biggest brands have made so much content that a 30-second or 60-second TV spot is almost irrelevant to their message. Geico commercials about a little lizard helping space lords or football teams has so little to do with insurance. But the most important part of that ad is simply putting THIS message in front of people over and over: “GEICO: 15 minutes could save you 15% or more on car insurance.”

You can get as creative as you want, but the most important thing is to make your message clear and simple. Some people spend a lot of time being conceptual and trying to evoke emotion. That has some value. But your message, stated simply, is the most important piece.

That’s why copywriters and creatives are valuable for your team. We’re innate idea people. We’re programmed to communicate in witty, concise ways. Creating a conceptual ad is a lot like writing a joke – think one-liner or setup and payoff. The message doesn’t have to be funny, but it has to be smart. 

It has to make the viewer/reader think, “Wow, that’s clever” or “That’s interesting” or “That’s useful.” It has to make them want to know more about your product or service. It has to make them feel something positive toward your brand.

Principle Two: Who To Say It To & When To Say It

Understanding your target audience is the key. You need to know who you are talking to, their needs, and consider when and how they are going to be interacting with your message.

You don’t advertise a Lamborghini to 7-year-olds or soccer moms on their way home from school. You don’t market B2B cybersecurity services to college marketing interns. 

Know your audiences (you may have multiple audiences): 

  • Their needs
  • Their goals and objectives
  • Their pain points
  • How they consume content
  • Where they consume content
  • How they prefer to engage in a digital dialog

Find ways to speak to their demographic profile and provide that context within your messaging. In many industries – especially B2B markets – the goal isn’t to be catchy like a jingle, but rather informative and helpful. That’s where content marketing comes in, providing industry-specific insights and value that solve pain points. It nurtures an ongoing conversation via thought leadership toward an eventual decision on your products or services.

Of course, you have to consider the medium and the timing of your message. You don’t want to use the same message for a banner ad, a video ad and a social media post. You have to adapt your message to the format, the length, and the purpose of each medium. 

You also have to consider when your message will be seen or heard by your audience. You don’t want to use the same message for a morning, an afternoon and an evening slot. Adjust your message to the moods, mindsets and motivations of your audience at the most opportune times.

Principle Three: Why To Say It & What You Want Them To Do

Write with a clear objective and a compelling call to action. You can’t just write something catchy or clever and hope it’ll work. You have to know why you’re writing it and EXACTLY what you want your audience to do after seeing or hearing it.

Every ad message should have a clear goal and a clear benefit for the viewer/reader. You have to answer the question, “What’s in it for me?” You have to show them how your product or service can solve their problem, fulfill their desire or improve their situation. Give them a reason to care and a reason to act.

Tell them EXACTLY what THEY NEED to do next. Spell it out! You have to give them a clear and easy way to take action. You have to make it as simple and convenient as possible for them to buy your product, sign up for your service, visit your website, or whatever your desired outcome is. Make it irresistible for them to take the next step.

Stop Wasting Money on Marketing & Advertising Nobody Cares About

If you follow these three principles, you’ll be able to create marketing and advertising more relevant, effective and more profitable. You’ll stop wasting money on ads that nobody cares about, and start investing in ads that actually work.

Let’s dive a little further into the history of advertising, and how the pioneers of professional communications tackled these issues and developed winning strategies.

“Like a Good Neighbor…” 

I know you know the rest. You’re singing it in your head right now. You know you’ve had a jingle or two caught in your head over the years.

Years ago, when people listened to radio as their main source of entertainment, advertisers would hire ad agencies to create catchy, memorable jingles. Everyone knew that music could create some sort of emotional connection that would make the best ad messages stick in people’s minds. 

The brands that consistently presented consumers with these catchy jingles would grow stronger by building recognition and trust. Even then, nobody turned on the radio wanting to hear commercials, so ad agencies had to hire talented musicians and singers to create the jingles that consumers would maybe hum along.

Newspapers: Remember Those?

The same thing was true with newspapers. I worked as an ad designer for a small market newspaper for several years. When I first stepped into that job, I was surprised how little effort and creativity had gone into helping our advertisers actually capture attention.  

Readers scanning the newspapers were looking for information that was useful and interesting. If an advertisement didn’t really catch their attention, readers didn’t even see them. There were advertisers wasting thousands of dollars on ads no one was even seeing. I’d like to think I helped to change that in my time there. 

Attention Wars: Advertising in the Digital Age

Fast forward to the current challenge. Today, the “tolerance” of advertising by readers and viewers of digital media is much lower than it was when radio and newspapers were dominant media. To make matters worse, the creativity of the messaging today seems to have declined to a bland level that barely registers in the eyes – much less the hearts and minds – of consumers. 

And the problem gets bigger. 

According to Emilia Kirk in Forbes, “On average, people are exposed to between 6,000 and 10,000 advertisements a day. The average human brain is simply incapable of processing such a bombardment of content, which means the vast majority of ads seen are only ignored or forgotten about within seconds.”

Back to the Golden Age

We’ve come a long way from The Mad Men era. We have trackable analytics and data and information that the old ad agency men would drool over, but there is so much we can learn from the good ol’ days.

The same basic methods to develop creative messaging used in the golden age of advertising can and should be applied to the current digital platforms. Keep in mind that in many cases our goal is to capture the attention of the viewer/reader for only 3–5 seconds. To use a modern advertising example, you’re creating a social media post that a user needs to be able to see and understand what you’re offering in a glance. 

Need Help With Your Marketing & Advertising? Contact Grand River Agency Today

If you need help with creating marketing and advertising that works, contact us today. At Grand River Agency, we aren’t just ad creators. We’re professional storytellers. We’re experienced copywriters and designers who can help you craft marketing messages that will capture your audience’s attention, interest and action. We can help you grow your brand, your business and your bottom line.

Don’t miss this opportunity to take your messaging to the next level. Contact us today and let us show you how we can make marketing and advertising content that truly resonates.

business website SEO

How To Boost Your Business Website SEO With E-E-A-T

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Let your business website SEO “E-E-A-T”! OK, so we’re trying to get cute with acronyms here. But when it comes to search engine optimization, E-E-A-T is an absolute necessity. What are the four words that define content and websites that deliver exceptional value?

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness 

E-E-A-T indicates what Google and prospective customers are looking for: expert-level content that answers all the right questions.

E-E-A-T first came up in Google’s Search Quality Guidelines in 2014 and has steadily become one of the most important factors of SEO. Its importance was ramped up during the 2018 Google Medic update. More recently, Google added the “Experience” parameter to its Search Quality Guidelines to add the second “E” to the acronym. 

Having amazing SEO content to support E-E-A-T can improve your chances of ranking highly on search engine response pages (SERP). As an added perk, your business website will also stand a better chance of staying ahead of future Google algorithm updates. The algorithms are continually changing and improving to not only be more helpful for end users, but also to avoid website developers from “gaming” the system to gain an unfair advantage.

While adjusting for helpfulness and avoiding unfair SEO gains are for the greater good, this also creates a moving target for legitimate business leaders like you simply trying to stand out in the ultra-crowded and competitive digital realm.

This blog post is a primer to learn more about the components of E-E-A-T. It’s always good to arm yourself with knowledge. With the latest website best practices at your disposal, you can supercharge your SEO efforts as part of your organization’s broader digital storytelling strategy. 

Let’s explore and let your website E-E-A-T!

The Essentials of E-E-A-T for Business Website SEO

In its Search Quality Evaluator Guidelines, Google explains that E-E-A-T content has a “high level of Experience, Expertise, Authoritativeness, and Trustworthiness.” Google says that high-quality main content takes effort, originality, skill and talent to create (Wholly AI-produced content need not apply).

Putting excellence content on your website can result in the following benefits:

  • Higher Search Engine Rankings: Search engine algorithms love content that showcases your site’s E-E-A-T.
  • Increased Behavioral Metrics: These would include metrics like time on page and click-throughs to other pages of your business website.
  • Increased Social Shares & Backlinks: The best content is content that’s shareable. It’s the gift that keeps on giving. People are more likely to share your work if it’s viewed as valuable E-E-A-T material.
  • More Featured Snippets: You’ll be at the top of SERP results, commanding attention and clicks over even the first paid ads.

Still a little unsure what these E-E-A-T marketing concepts mean? Let’s break each of them down individually.

Experience

The content creator should have legitimate first-hand experience in the topic at hand. If you’re creating website content on certain subjects without any experience in those subjects – unless you’re an expert in research in content creation like us – you’re unlikely to address the key points correctly for search engines to determine the information is accurate and credible. 

Examples of trustworthy content could include an editorial or blog post from a professional in your specific industry. Your product engineer writing about how that product works because she designed it is more credible than Joe Blow writing about it. Similarly, a product review from someone who actually used the product would be more credible than one who has never used it. 

Expertise

Expertise comes from experience, so the first two Es are part and parcel of each other. Search engines prefer expert-level content, again, because it’s demonstrably correct and credible. A chiropractor blogging about spine conditions or a craft beer brewer publishing content about the process of creating his new lager carries authority.

Which segues nicely to the next part of E-E-A-T. 

Authoritativeness

It’s one thing to demonstrate expertise, but it’s quite another to be recognized as an authority in your field. Having your work recognized and mentioned – and linked back to – does so much to improve your business website SEO.

Big players in your industry sharing your content on social media also plays a big role. Search engine algorithms now weigh social interactions and shares in the credibility of SEO content.  When fellow experts link to your content basically anywhere in the digital realm, it’s yet another layer of credibility. 

Trustworthiness

Similarly, SEO content must be deemed trustworthy to rank highly in search results. As you can see, credibility is a BIG thing when it comes to search engine optimization. But there are additional layers to building that credibility. Your website itself must be seen as trustworthy. 

There are more than 1.1 billion websites on the internet, and more than 80% of those sit inactive in a digital graveyard. Still others are produced by shady people, groups and countries for nefarious purposes. 

To prove that your website is trustworthy, it must be accurate and regularly updated. It must seamlessly transition between graphic elements. Fast load times and user-friendly navigation are non-negotiable. 

Here are some other tips to make your site scream “trustworthy”:

  • Amp up your website’s security – Google loves it when you implement HTTPS to keep user data safe.
  • When dropping your knowledge, cite your sources. Remember the golden rule: Link to the heavyweights in your industry.
  • Clearly mention who to contact for site ownership queries.
  • State your organization’s physical location – be it an office or store address.
  • Keep a readily accessible Terms and Conditions page for users.

Some More E-E-A-T Best Practices to Improve Your Business Website SEO

Your business website has such an uphill battle to stand out in search engines. Whether you’re a small business or a Fortune 500 company, there are likely thousands or even millions of websites trying to accomplish the same objectives as yours. 

Your goal, quite obviously, is to secure those top spots on Google for the key search terms in your niche while delivering content that’s both valuable and accurate.

Here are some more E-E-A-T best practices to boost your website’s domain authority, credibility and trustworthiness:

  • Create an About Us Page: If you haven’t already, introduce yourself to your audience. Let them know who’s behind the curtain.
  • Keep Your Site Updated: Remember that digital graveyard we spoke of earlier? Content has a shelf life. Regularly check in to ensure your content is up-to-date. Focus on updating stats, links and fine-tuning your SEO strategy to adjust for algorithm changes. Remember, staying relevant is key.
  • Collaborate with Like-Minded Experts: Join forces with another brand through guest posts or joint research. It’s not just about good content – Google loves seeing material from credible sources, and it helps you build authority.

Interested in Reading Further?

Need Help With Your Business Website SEO? Don’t Hesitate To Ask For Help

Website development and digital marketing, in general, are arduous and multifaceted tasks. For most small businesses, who may have limited marketing resources, these tasks may fall on a small team, a team of one or even an overworked chief executive. (Sound familiar?)

If you need help, don’t hesitate to reach out for guidance or to enter a deeper relationship where these complicated tasks are handled by the experts. Why? So you can focus on the important things: growing your business!
Contact us here for a free consultation.

nonprofit branding

8 Nonprofit Branding Tips to Align with Your Community Mission

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Branding isn’t just about logos and slogans. It’s also not just about the world of big business, where the likes of Nike and McDonald’s have emblazoned themselves in the minds of, well, pretty much everybody. The nonprofit world also requires strong branding – creating a powerful identity that resonates with your audience and furthers your mission. 

Your nonprofit’s brand must serve as a compass, guiding your day-to-day actions and inspiring support from the big money funders that make your mission possible. It’s the element of your grand communications strategy that defines two important elements: 1.) What your organization stands for, and 2.) Why. 

In this article, we’ll explore the importance of nonprofit branding and how to align effectively with your community mission.

Nonprofit Branding That Stands Out in All the Noise

Famous brands like Walmart and Jeep evoke specific feelings, senses and memories that catch consumers in their gravity. To do what? To make decisions about spending money. Similarly, a great nonprofit brand must be instantly recognizable and inspire action through feeling and familiarity.

A strong nonprofit brand spreads awareness of your organization’s efforts for those that would benefit. But even more importantly, it appeals to donors, grant funders, volunteers and other stakeholders to actively support your mission.

The challenge? Like any other marketing and outreach today, it’s difficult to stand out in all the noise. Here’s why it’s important to get it right:

1. Build Recognition & Trust

A strong brand creates recognition and fosters trust. When people see your nonprofit brand, they should instantly associate it with your mission and the positive work you do. When they see your logo, your website, your social media presence, or even your press release in the local paper, it must be immediately recognizable as informative and helpful.

Again, this recognition builds credibility and trust among donors, volunteers and beneficiaries alike.

2. Differentiate Your Organization

The digital landscape is crowded. What’s more, your organization is far from the only one doing what it does. Yours may be the only one in your area tackling your specific issue, but there are almost certainly similar organizations with similar community service priorities and philosophies. And if you’re vying for competitive grant funding, you may be up against dozens, hundreds or even thousands of other organizations around the globe offering the same services.   

A well-defined brand sets you apart from the competition at first glance. It clarifies your unique approach (what makes your organization “uniquely qualified” to solve particular issues) and the distinctive value you bring to your cause.

Free Nonprofit Brand Storytelling Guide

3. Become a Brand Storyteller

As we often say here at Grand River Agency, “We all have a story to tell. Let’s tell it well.” A nonprofit brand is just an ongoing narrative. It’s the story of your community impact and how you improve the lives of those in need. 

There’s a story to be told at every turn. Each person mentored, each meal delivered, each animal saved is another chapter in your nonprofit’s story. Your brand should encapsulate the stories of those you serve and the impact you make. 

“Nothing sticks in your head better than a story.” – Sam Balter, Sr. Marketing Manager of Podcasts at HubSpot.

4. Be Consistent

Consistency is key to effective branding. Your visual identity, messaging and actions should align seamlessly. When done right, consistency reinforces your brand’s reliability and commitment.

Your community supporters and others served shouldn’t encounter different versions of your logo or mission statement. They shouldn’t see messaging that varies by platform – for instance, one thing said in a TV interview and another said on social media.  

Mission Alignment: Nonprofit Branding with Community Purpose 

Now, let’s delve into how you can align your nonprofit branding with your mission. Any messaging and imagery are wasted when they don’t align directly with your organizational mission – with what you exist to do. 

To align your nonprofit branding with your mission, consider these essential strategies:

5. Define Your Core Values

Your mission and core values should be the foundation of your branding efforts. Take inspiration from the core human values – such as truth, peace, love and honor – that resonate with a broad audience.

Your nonprofit organization began with a mission and vision statement. With great management and Board direction, it continues to operate under those parameters today. So your nonprofit branding must espouse those core values at every touchpoint. 

6. Put Your Audience First

Nonprofits often get this very wrong. They incorrectly assume their audience is only the people and systems they serve. But what’s the TRUE target audience? 

Donors and funders, of course! (You know, the people with deep pockets capable of building and sustaining nonprofit missions.)

Understand your audience’s values, interests and aspirations. Specific to nonprofit branding, members of your target audience of mission supporters have individual and collective goals for philanthropy that must be served fully if they are to contribute. Tailor your branding and messaging to align with what matters most to them. 

7. Use Visual Storytelling

Visuals are a potent tool in nonprofit branding. We’re huge proponents of visual storytelling – especially as part of a solid 21st-century nonprofit digital marketing strategy. 

Use compelling visuals to tell your stories and evoke emotions. Share images and videos that capture the essence of your mission and the impact of your work. You don’t have to be a professional videographer to use a smartphone to capture quick videos for sharing. Even if the quality is lacking, people appreciate authenticity. 

8. Data-Driven Storytelling

Combine storytelling with data to strengthen your nonprofit brand’s credibility. And, no, this isn’t just about sharing statistics and facts that illustrate the scope of the problem you’re addressing and the effectiveness of your solutions. You must use data and analytics to inform your branding activities.

What’s working and what’s not? When is your target audience most likely to be online and active in the digital realm? Do prospective donors even recognize your logo in a lineup of 10,000 other logos they see every day?

Whether gathered through website or social media analytics in a CRM, or through surveys and focus groups, use that valuable information to guide how you manage your brand dialog.

Nonprofit Branding & Storytelling: Expert Tips & Tricks for Community Impact

Nonprofit organizations like yours address critical societal issues, from hunger and education to environmental conservation and social justice. To make a meaningful impact, nonprofits must build strong, recognizable brands that connect with their target audience. Nonprofit brands serve as more than just visual identities. They embody the essence of the organization and its mission.

When it comes to nonprofit branding, it’s worth reflecting on the words of Dharmesh Shah, CTO & Co-Founder of HubSpot: “Ignoring online marketing is like opening a business but not telling anyone.” Similarly, ignoring branding is like embarking on a mission without a clear identity. 
For more insights on nonprofit branding and storytelling, check out our blog at Grand River Agency, as well as our podcast and blog at StratComm.Live. Your journey to a more impactful nonprofit brand starts here. If you have any questions, please don’t hesitate to reach out for help.

nonprofit digital marketing

Nonprofit Digital Marketing Trends for 2024

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It seems like most blog posts like this inevitably begin with something like “In the ever-evolving landscape of digital marketing” or “Keeping up in the digital realm can be challenging.” It’s cliché, but it’s true. And here at Grand River Agency, we’re here to address how important this is for the small nonprofits we typically serve.

So here are some nonprofit digital marketing trends for 2024 to guide great leaders in charity, like yourself, in developing a plan that amplifies your message and ACTUALLY earns engagement.

Getting the Most of Your Nonprofit Digital Marketing This Year

What does engagement mean to your nonprofit? If you’re like the vast majority of American nonprofits (88%), your organization is quite small – likely with an annual budget less than $500,000. Believe it or not, better engagement in the digital realm is key to nonprofits appealing to donors and grant funders for a BIGGER slice of the pie to grow missions.

No big-money philanthropist wants to visit a promising charity’s website or social media only to find a digital graveyard. Getting the most out of your nonprofit digital marketing this year requires building a web presence that not only promotes your mission to program recipients, but most importantly, entices funders with pockets deep enough to support your cause.  

Nonprofit organizations must stay ahead of the curve to effectively promote their vital community missions and drive positive change. 

Trends to Watch: Nonprofit Marketing in an Evolving Digital Landscape

As we step into 2024, several emerging trends are poised to reshape the nonprofit marketing landscape. By embracing these trends and leveraging valuable resources, nonprofits can harness the power of digital marketing.

1. Personalization Matters

Personalization is no longer an option but a necessity in nonprofit digital marketing. According to marketing experts, personalizing the subject line of an email can increase open rates by a remarkable 26%. Moreover, personalized emails often result in a 20% boost in sales, leading to higher engagement and donation rates for nonprofits. 

Personalizing makes donors and nonprofit stakeholders feel seen and heard. Donors appreciate tailored content that recognizes their past contributions and engagement with an organization.

But personalization doesn’t stop at the individual level. Forward-thinking nonprofits are now segmenting their audiences based on demographic information. Millennials and Gen Xers, for instance, are more likely to donate after engaging with content on social media. Baby Boomers, on the other hand, tend to respond better to email marketing. 

Recognizing these trends, nonprofits can strategically design campaigns that cater to their diverse donor groups, effectively reaching different generations where they are most responsive.

Nonprofit Storytelling Guide

2. Invest in the Digital Realm

The longest reaching effects of the pandemic continue to influence nonprofit marketing trends as we enter 2024. With people becoming increasingly accustomed to digital interactions, nonprofits must prioritize their online presence. A robust digital strategy is no longer a luxury but a core component of successful nonprofit marketing.

Efficient and user-friendly online giving experiences are paramount. Integrating online donation options into your marketing efforts and promoting them across various digital channels is essential. As we navigate potential post-pandemic economic challenges, having donor-centric online giving options can keep supporters engaged and eager to contribute to your cause.

3. Harness the Power of Video

In a world inundated with content, standing out is a challenge. Video marketing offers a compelling solution, especially when targeting younger audiences. Over 60% of millennials prefer watching videos over reading emails or newsletters, making it a valuable tool for nonprofit engagement. Incorporating short videos into email campaigns and social media channels can captivate younger generations and increase click-through rates by 200%-300%.

The best part? Effective video content doesn’t require a blockbuster budget. Nonprofits can leverage existing resources, like staff members recording short, authentic videos on their phones or engaging their communities to share impactful stories. In a digital landscape where authenticity often trumps production value, compelling storytelling through video almost always sets the good nonprofits worthy of funding apart from those that aren’t.

4. Engage Influencers

Collaborating with influencers can open new doors for nonprofits to reach wider audiences and gain credibility. Studies indicate that 61% of consumers trust influencer marketing, transforming it into a $21.1 billion industry. To successfully leverage influencers, nonprofits must follow a few key steps:

  • Identify influencers aligned with your mission
  • Plan well in advance to align with influencers’ content calendars
  • Offer influencers incentives that recognize the value of their support
  • Encourage influencers to share authentic experiences with your organization

5. Leveraging Valuable Resources

As you embark on your nonprofit’s digital marketing journey, consider leveraging valuable resources to enhance your efforts. NANOE – The National Association of Nonprofit Organizations and Executives, for instance, offers insights and resources to help nonprofits thrive in the digital age. Additionally, you can explore informative podcast episodes and blog posts that provide expert guidance on nonprofit marketing, management and other pertinent topics like:

Resources like these can provide valuable guidance and inspiration as you implement the latest nonprofit digital marketing trends.

Above All Else, Be AUTHENTIC with Your Nonprofit Digital Marketing

The world of nonprofit digital marketing is dynamic and ever-changing. By keeping an eye on emerging trends, implementing them strategically and leveraging valuable resources, nonprofit organizations can make the most of their digital marketing efforts. In a digital age where connections and relationships matter, nonprofits must adapt to remain impactful. 

As nonprofits navigate the evolving digital landscape, adopting these nonprofit digital marketing trends is essential for staying relevant and achieving their mission-driven goals. Whether it’s tailoring content to diverse donor groups, investing in digital platforms, using the power of video, or collaborating with influencers, embracing these trends can drive nonprofit success in 2024 and beyond.

If you need help with your nonprofit’s marketing and community outreach efforts, feel free to reach out to Grand River Agency for a free consultation.

schedule social media posts

How To Schedule Social Media Posts Across Multiple Platforms

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Social media marketing can be one of the most frustrating and confounding things for many small businesses and nonprofits to get right. We know that establishing a digital presence is crucial to engaging customers, donors and anyone else you NEED to interact with your brand in the 21st century. But there are so many social media platforms and mountains of tasks on those platforms to be effective.

Success for so many businesses and organizations requires success across multiple social media platforms. We want to help you demystify that process.

Digital Marketing Success: Planning Social Media Across Many Platforms  

Sometimes it feels like someone handed you a plate of spaghetti and asked you to line up the noodles end to end. Your digital marketing strategy may require posting one way on Instagram earlier in the day, LinkedIn a bit later, and then perhaps even TikTok for good measure.

Each platform carries its own weight and distinct ways of doing things.    

How can anyone keep up with them all, especially if you’re like the small businesses and nonprofit organizations we typically serve? Can a small team – or a team of one – successfully deploy the right volume of social media at the right places, in the right ways, at the right times?  

This is where having a good plan comes in. Let’s see if we can help you come up with a strategy for posting as one element of a strong storytelling plan to succeed in the 21st century.

Understand Your Audience & Your Goals

Do you understand your ideal audience? It’s so important that you recognize who your audience is and what messaging they need to hear from you. 

Your social media goals must be centered around the people you serve. You can say, “I want to post once a day across all my platforms,” but remember that communication needs a transmitter AND a receiver! For example: “I want to post content that informs blue collar workers about their retirement options.” or “I want to post content that helps informed blue collar workers invest in their retirement through my services.” 

Pay attention to the platforms that your audience frequents. If your ideal audience is on YouTube, the answer is clear: you should be posting more videos to YouTube. If they’re on Twitter (X), you should be posting content that engages them there. Accomplish your goals by getting the right content in front of the right audience at the right place and the right time.

Content Planning & Creation

The biggest mistake most people make with social media content is posting in the moment. I do think you need those in-the-moment posts, when something noteworthy happens that you want to tell people about – an award, a milestone, a fun moment. 

There’s certainly something to be said for celebrating things or putting out a funny post every so often to show “the human side” of your organization. But your digital content creation must be intentional. To be a thought leader, your content must be informative and helpful. It must help your target audience solve their problems. To create content that consistently engages, you need to do some strategic planning.

Start by developing a calendar. Simply enough, I like to use Google Sheets to make a spreadsheet. I’ll often put a column of dates, I’ll highlight important dates and events, and then start filling in a variety of content – proprietary content, podcast episodes, blog promotions, inspiring quotes, video and graphics, third-party wisdom, and more!

Establish Posting Frequency & Content Types

My personal preference: you should post on social media at LEAST once every weekday. There are different trains of thought that dictate posting less or more. In general, the more you post, the more touch points you have to get your content in front of your ideal audience. 

To say “you should post everyday” often makes people uncomfortable. “We can’t keep up with that!” is the common response. I’ve found it’s easier to sit down in one afternoon and come up with 25 or so things to post than to come up with something on the fly every day.

Ideally, the content would be a little different for each platform. Some platforms have smaller character counts. Some platforms prefer video, some audio, while others still prefer text. Make each platform unique. That’s what they’re there for.

Rather than posting the same thing at the same time across platforms, vary the posting schedule and content types. (Remember the whole “knowing your audience” part just a bit ago?) Don’t just post the same things across all your social media platforms and call it good. You’ll find that to be wasted effort, as certain platforms will almost certainly perform terribly. 

The Gold Standard of Short-Form Video

The digital consumer has evolved with time. In the grand scheme, the digital universe hasn’t been around that long, and people’s attention spans and content preferences have collectively moved from the written word to ever-shrinking lengths of video. 

Enter the gold standard of short-form video. And the algorithms that deliver content to individual users based on those preferences have taken notice. Facebook, Instagram, YouTube and TikTok all have great discovery algorithms for short form video. I highly recommend creating videos – even if they are simple cell phone videos – and posting in these venues. 

Let the algorithm help you help others. Feed it the right content!

Choose the Right Social Media Management Tools

Of course, all this begs the question: “How can we efficiently schedule so much content across all these platforms?” For sure, it would take a long time to bounce back and forth between apps. 

Rest assured, there are many tools available to post in various social networks from one centralized app. Later, Hootsuite, Buffer, Constant Contact, HubSpot, Sprout Social, TweetDeck to name a few. We’ve used them all for various clients. I hesitate to recommend one over another. It often depends on your organization’s distinct goals and budget.

I can say that I often find myself in a space where the client’s social scheduling tool doesn’t do ALL of their platforms. Whether it’s a problem using 2FA to connect to all of them, or an issue of affordability for them to import all of their platforms. I often end up scheduling posts through native schedulers like the Meta Business Suite or the built in scheduler on each platform. 

Each social media mass-scheduling app has pros and cons. It’s best to research them before deciding. If you’re going to pay for a platform, Later is a great value. The cost is more affordable, and you can set up multiple platforms and groups. You can also bulk upload images, and save hashtag sets. Hootsuite is pricey, but the premium versions have the ability to do mass scheduling via CSV file, which is crucial if you’re dealing with a LOT of content.

Monitor, Engage & Respond

Regularly take a look at your analytics. See what’s working and what’s not. Look at the times. Look at the content styles. Then adjust the types of content you share, where and when to align better with target demographic preferences and behaviors.

If we continue the analogy of personal relationships to social media, it’s a conversation. You must engage in that conversation, or you’re just spitting into the wind.

Watch for and respond to messages coming into your pages’ inbox. You CAN build autoresponders in several of the platforms, or pay for an autoresponder service. But I think social is more effective with real people answering real questions from other real people.

If someone comments on your social post, respond! Like their comment. Thank them for it. Answer their questions. Offer additional value.

We do know that the comment section of the internet can be a dark and seedy place. People will sometimes flex their keyboard muscles and say things that in the real world would result in a black eye! This doesn’t happen as often as you might think, unless your brand is deliberately posting content that’s divisive or controversial. If that’s your brand, negative comments come with the territory. Unless they’re threatening or dangerous, let them talk and don’t take it personally. Some of those comments can actually create more buzz for your brand!

It’s perfectly acceptable for you to determine the rules of engagement on your platform.

A Strong Social Media Strategy Connects Your Brand to Your People

The biggest hurdle for most professional folks on social media is making the plan. So take the time to work ahead and gain an edge by creating some great content. (Helpful hint: the best content is worth sharing.)

Sharing posts across multiple social media platforms helps you reach your target audiences in different places and ways unique to their digital footprint. A little overlap doesn’t mean you’re redundant. It allows you to have your message seen more than once – which keeps it top of mind!

You may find yourself at the edge of really being effective at your social media today. You know you want to connect with audiences on social media, but you also can’t seem to justify spending the time to do it yourself or with your in-house team. 

I assure you it’s perfectly acceptable to say, “Maybe we can’t do this ourselves!” That’s where Grand River Agency comes into play, specializing in small businesses and nonprofits just like yours! We can help you do the hard work of creating and scheduling the content. Get in touch with us and let’s make it happen!

Wordpress Maintenance checklist

WordPress Maintenance Checklist: Keeping Your Website Running Smoothly

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WordPress is an essential tool in today’s internet economy. About 810 million websites use this popular site builder and open-source content-management system (CMS), which is known for intuitive site organization, design theme selection and back-end optimization tools. In this blog post, we’ll review a WordPress Maintenance Checklist – everything you need to keep your website running at top speed.

Over 500 new WordPress sites are made daily. The majority of business websites we build, design and optimize here at Grand River Agency are – you guessed it – WordPress sites.

But there’s something a lot of users forget, and it can lead to major problems for your site. Failure to perform regular WordPress maintenance and to update plugins can:

  • Leave your site vulnerable to hackers
  • Slow its performance
  • Make your site unusable for visitors
  • Harm your search engine optimization (SEO)
  • & More

If your potential customers can’t find, access and use your site properly, that’s obviously a big problem! Whether you’re a small business or a nonprofit organization, you need your site to be a digital marketing machine (for so many reasons)!

So we’re going to give you a brief overview of how to keep your WordPress-powered site maintained properly. Without further ado, here’s your WordPress Maintenance Checklist.

Backup Your Website Regularly

Imagine what would happen tomorrow if your website disappeared. I’ve seen it happen! I’ve seen website owners have to rebuild their sites from scratch because they didn’t have a backup plan in place. 

So it’s important to backup your website regularly. Here’s how your backup plan could work.

Your Hosting Company

Often, your hosting provider will have a scheduled backup in place as a matter of day-to-day WordPress maintenance. It might be wise to check with them to see how often they create a backup, and how to access it if you need it.

Some hosting companies charge for this service, and others will include it in your hosting plan. 

50 Blog Ideas for Businesses

Automated Backup Plugins

There are a number of automated backup plugins out there to preserve your website data. Jetpack, which is an essential plugin for any website, has a fantastic paid plan that runs $4.95 a month called Vaultpress.

Free and “Free-mium” plans from Duplicator and UpDraft Plus are also worth looking into.

How to Manually Back up your WordPress site with cPanel

  • Access your cPanel dashboard by logging in with your credentials.
  • Locate and click on “File Manager” under the “Files” section.
  • In the left panel, locate the “public_html” folder and expand it by clicking the “+” symbol.
  • Choose the folder corresponding to your website’s name.
  • Right-click on your website’s folder and choose “Compress” from the options.
  • Select “Zip Archive” as the compression format and click on “Compress File(s).”
  • Once the compression process finishes, select the generated zip file and click “Download” from the top menu bar.
  • Ensure the backup is stored in a secure location on your hard drive to preserve your data safely.

Congratulations! You have successfully completed the manual backup process. Feel free to repeat these steps as frequently as needed to maintain a reliable backup of your website.

Update WordPress Core, Themes & Plugins

wordpress maintenance checklist - plugins and themes

Many don’t understand that much of the WordPress software is crowdsourced. That means there’s a large community of developers who create the core software, themes, and plugins. Some of those are paid features from those developers, and some of those are free features. Both the paid and the free features though, are often being updated to keep them functional and secure.

Every so often, WordPress will issue an update to its core files, or the plugin developer will issue an update as well to address bugs and security issues. If you don’t keep these up to date, the plugins, and themes can break, making your site not function properly.

You can configure wordpress to auto-update these files, and most of the time, you won’t have problems as a result. Every now and then, the update may cause a bug or a conflict. Usually, these issues are identified quickly, and another update is issued to correct the problem.

Rather than using auto-update, it may be wise to use a staging area to test each update to make sure it doesn’t affect your site.

Secure Your WordPress Website

Many years ago, when I was new to WordPress maintenance, I was hosting several websites for my own ventures and several clients. The developer of the WordPress theme at the time closed up shop, and stopped updating their theme.  At the time, I knew very little about website security. 

Hackers from a foreign political group exploited the theme, and were able to gain access to several websites, replacing the front page with a splash page that promoted their political agenda, and deleting all of the content that I had created! 

It took weeks to get that mess sorted out – and many embarrassing apologies to my clients!

But we live and learn. I certainly learned the importance of making sure that my webhost used strong security measures on the backend, and I started using some different tactics for securing the WordPress sites on the front end.

WordPress Security Plugins

I typically use Jetpack’s built in security features, as well as a plugin called Wordfence to keep sites secure. There are a number of additional security plugins to choose from. Depending on the nature of the business your website does, you may consider purchasing a premium service or using a free plugin. (Just make sure the plugin has great reviews from other users!)

Passwords

Last, but certainly not least, let’s go back to the basics. One of the best ways to keep your WordPress site secure is to make sure that you are using strong, properly formatted passwords. You can also use two-factor authentication and limit login attempts. This helps to stop brute-force attacks and other similar breaches.

Let’s Wrap This Up Our WordPress Maintenance Checklist

It’s important to keep your website running smoothly. Your site has so much to do with your success as you tell your organization’s story in the digital realm. Here at Grand River Agency, we want our friends to succeed! So:

  • Update your core files, themes, and plugins
  • Get a security plugin
  • Use a strong password
  • Backup your site regularly

Sounds simple, right? 

Well, there are quite a few intricacies that can necessitate more experienced hands (like mine). But these WordPress maintenance tips are generally applicable and easy to implement for someone with moderate technical skills.
If you need help with any of this, there’s no shame in reaching out for help. Let a professional guide the process to avoid website failure and other headaches along the way.

strategic public relations

From Buzz to Branding: The Art of Strategic Public Relations

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When organizations think about “marketing” in this day and age, usually one of two concepts come to mind: paid advertising or organic social media. Both have value, but there’s another kind of marketing that really is in its own category. Done well, strategic public relations and publicity reach farther than any paid advertising could, and creates opportunities for organic social to flow out of it.

Publicity & Public Relations

The Oxford Dictionary says PUBLICITY is:

  • notice or attention given to someone or something by the media.

And PUBLIC RELATIONS is:

  • the professional maintenance of a favorable public image by a company or other organization or a famous person.

Approaching publicity and public relations as an arm of your marketing allows organic experiences that create a buzz about your organization that is often more valuable and memorable than any other form of marketing.

What are we waiting for?! Let’s dive into how public relations can help you get your brand noticed and remembered for a fraction of the cost of a paid ad campaign.

Understanding the Power of Publicity

Advertising has merit. We know this when we see massive corporations like McDonald’s pushing billions of dollars to sell hamburgers, french fries, and milkshakes. 

But you’re not McDonald’s – and your organization likely stands among the mere mortals who have but a fraction of that advertising budget. So what about the campaigns that don’t cost money? How can you save your precious resources and capitalize on the power of publicity: earned media.

Use Strategic Public Relations to Earn Space & Airtime in Reputable Media Outlets

A friend of mine had a garage. He worked on cars and motorcycles, but he wanted to create a wheelchair-accessible sidecar that didn’t have walls so everyone could enjoy the brisk wind while riding.

I helped him to write a press release about his prototype. It ran in the local newspaper, and then it was picked up by the Associated Press. It was distributed to news outlets across the world. His phone rang off the hook with people interested in his idea!

One story. One press release. Millions of eyes on 450 words that cost only the hour or so it took to gather details and write it.


Do you know how much it would cost to advertise to the number of people that saw his story?

Millions.

If you can create an opportunity to tell your story in such a way that captures people’s attention, the media (and social media) will often do the work for you!

Another friend owns a karate dojo. He’s written many articles for national martial arts magazines, and done a lot of work to build credibility around his name. But in his case, that national attention wasn’t putting more young kids into his karate classes. Again, his only investment is taking time to write every once in a while, and it’s paid dividends in thought leadership.

My friend didn’t stop there.

Our local school system had a serious problem with bullying. He decided to link arms with a national anti-bullying program that teaches kids how to defend themselves from both verbal bullying and physical bullying without “fighting back.” He hosted a free seminar over several weeks and worked with the school system to promote it. He sent out a press release to the local paper, and then hundreds of kids came through his doors to take part in this free program. 

What happened next? Dozens of those kids signed up for his karate classes.

And there are so many other examples here in our community alone – not even counting the public relations work we do for client organizations. 

Leveraging Newsworthy Events for PR Success

In the dynamic world of business, public relations is a powerful conduit to gain organic exposure and build a favorable brand image. To harness the true potential of strategic PR, businesses must identify and leverage newsworthy events that can catapult them into the spotlight. 

Here are some key avenues for businesses to unlock positive publicity:

  • Hiring Announcements & Major Organizational Changes: When businesses make significant hires (especially individuals known in the public eye) or undergo major organizational shifts (like mergers or expansions), it’s a golden opportunity to seize media attention. Crafting compelling press releases and media kits can help businesses share their growth stories with the world, showcasing their competencies, progress, and ambitions.
  • Community Sponsorships & Engagements: Connecting with the local community is a powerful way to win hearts and gain positive media coverage. By sponsoring events, charities, or local initiatives, even the smallest of organizations can establish themselves as powerhouse community-driven entities. Such work resonates with audiences on a personal level. Participation in community service projects not only fosters goodwill, but also allows businesses to showcase their commitment to social responsibility.
  • Charitable Donations: Aligning with charitable causes allows businesses and other organizations to demonstrate their philanthropic values. Highlighting charitable donations enhances a brand’s reputation and helps attract a more socially conscious audience. By showing genuine support for causes that matter, businesses can create lasting positive impressions.

Illustrating the Power of Volunteering & Community Service Projects

Volunteering and community service projects provide unique opportunities to engage authentically with their communities, beyond monetary contributions. These endeavors allow businesses to go beyond just writing a check and become actively involved in making a difference. These are powerful PR opportunities that foster deeper connection with the community, building brand loyalty and trust.

For instance, organizing a company-wide volunteer day can draw media attention and showcase the business’s commitment to making a positive impact. Such events can generate heartwarming stories and images that resonate with both traditional and social media audiences. Engaging with local schools or nonprofit organizations for mentorship or educational programs demonstrates corporate citizenship, which also attracts positive press coverage and admiration from stakeholders.

Becoming a Thought Leader in Your Industry 

Remember what I said just a bit ago about my friend establishing thought leadership? One of the most influential ways businesses can stand out in their industry is by leading the discussion. Being the one with all the answers. Being the expert.

By sharing expert opinions on newsworthy topics, workplace leaders demonstrate their knowledge and authority. By extension, their organization is that much more appealing as a resource and trustworthy vendor. Contributing insightful articles to industry publications or offering expert commentary to news outlets amplifies their brand’s presence and establish them as go-to sources in their field.

In this digital era, blog posts, podcasts, social media, webinars, etc. provide platforms for businesses to share their expertise directly with their target audience(s). By consistently delivering valuable insights, businesses attract a loyal following and build a reputation for innovation and expertise.

Effective public relations not only garners media attention but also fosters lasting connections with audiences, paving the way for long-term success and growth.

strategic public relations strategies in a crisis

Strategic Handling of Crises & Other Unforeseen Circumstances

There’s nothing quite like a PR crisis to simultaneously raise your blood pressure and potentially damage your organization’s credibility. Things can spiral out of control despite our best efforts to run a tight ship. 

So many potential pitfalls can wreak havoc on an organization’s public perception. Like:

Examples of PR Crises

  • Moral Failure of a Staff Member of Volunteer: These can trigger a severe PR crisis, sometimes impacting the organization’s reputation for years, indefinitely, or irreparably. Transparent crisis management, decisive action, and a commitment to ethical values are essential in restoring public trust and mitigating damage.
  • Product or Service Defects: A major issue with a product or service that poses safety risks, causes harm, or fails to meet quality standards also can lead to a PR crisis. Negative publicity, customer complaints, and potential legal repercussions can significantly impact the organization’s reputation.
  • Data Breach or Security Breach: A cybersecurity incident in which sensitive customer data or confidential information is compromised can severely damage an organization’s trustworthiness. Such breaches can lead to loss of customer confidence and sometimes years of costly legal battles.
  • Controversial Public Statements or Social Media Posts: Inappropriate or offensive statements made by executives, key staff members, and other organizational representatives can quickly go viral on social media. Some can cause public outrage and backlash. At the very least, these can tarnish the organization’s image. At worst, it can alienate some (or all) of its customer base.
  • Environmental or Social Impact Issues: Organizations can face PR crises when they are associated with activities that harm the environment, communities, or social values. This may include issues like environmental pollution, labor controversies, layoffs, or unethical business practices, leading to public outcry and reputational damage.

Here’s where I always recommend having a strategic Public Relations crisis communication plan.

Factor likely (and unlikely) scenarios and PRACTICE your organizational response. Go step-by-step to know exactly what you’re going to say, how you’re going to say it, and when.

How To Overcome Negative Publicity

  • Be proactive: Start generating positive publicity today. If people have a good perception of you, if (and when) a crisis comes, they may be more likely to continue to remember the good things you’ve done. 
  • Lawyer Up: If necessary, consult with a legal professional. In many cases, your statements could have legal repercussions. It’s worth making sure your statement is crafted carefully.
  • Avoid “No Comment” Responses: If you can’t comment directly on the situation, find a statement you can make that provides as much transparency about the situation as feasible. In the court of public opinion, remaining silent can come across as an admission of guilt or wrongdoing.
  • Resume Pursuing Positive Publicity (When Appropriate): It’s important to let people know you’re still committed to doing good things. Sometimes immediately after a PR crisis it’s wise to lay low, but don’t stay in your hole. Continue to do the work that your organization does with integrity, and let your community know you’re honor-bound to that work.
strategic public relations press conference

The Art of Crafting Compelling PR Messages


PR campaigns cater primarily to two audiences:

  • Your Target Audience/Community: Creating a compelling message is specific to your context and culture. You’ve got to dig into your target audience – also known in some industries as a buyer persona – and your community to truly understand what their needs are. Focus on meeting those needs.
  • The Media: Capturing the attention of the press / social media audiences is vital, as they are the avenue that carries your message to your audience. Your story won’t go anywhere without first being noticed by editorial decision-makers in the media.

When you are appealing to the media, it helps to understand a little bit of “journalism psychology.” Journalists are trained to filter through stories to determine what is “newsworthy.” Before building Grand River Agency, Kelsey Boudin and I worked as journalists in radio, newspaper, and TV for years. 

We know this formula well. 

What is Newsworthy?

  • Timeliness: Immediate and current information and events are newsworthy due to their recent occurrence, as they are considered “news” by virtue of being new.
  • Proximity: Local information, events and announcements gain news value as they directly affect the people within the community and region, making them more relevant and compelling.
  • Conflict & Controversy: Events and discussion rousing debate on actions, ideas, or policies attract attention by highlighting community problems, differences and inequities.
  • Human Interest: People are naturally drawn to stories about others, finding interest in individuals’ celebrations, accomplishments, and challenges, as they can relate to such experiences.
  • Relevance: Information that aids decision-making appeals to readers – such as cooking recipes for enthusiasts or business news for job seekers – as it offers value and utility.

Publicity and public relations give you the opportunity to connect with a wider audience – to engage with more eyes, hearts and minds. It opens doors that no paid advertisement could ever get you. If you can identify the right way to get your message in front of the right people through publicity, it’s going to open doors for you that you couldn’t even imagine.

Do you need help with your public relations? Grand River Agency would love to help support you in building a PR strategy that truly drives results. Get in touch with us and we’ll help come up with a publicity plan to help you tell your story well. 

ebook cover design

Judging Books by Their Covers: The Art of eBook Seduction

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In this blog post, we’re going to talk about eBook cover design that gets attention.

I know that title is a bit much. But you’re reading this post, right?

If there’s one thing that the internet has taught us, it’s that the right headline or book title REALLY attracts a reader. 

In today’s digital world, eBook covers play an even more critical role in capturing the attention of potential readers browsing through endless virtual bookshelves. The RIGHT book cover can make all the difference for your publication, helping you to truly stand out and “seduce” a reader into a relationship with you. After all, you can’t be an expert storyteller without someone actually paying attention, right?

In this blog post, we’ll delve into the key elements that make an eBook cover successful and how Grand River Agency can help you craft a visually compelling and captivating design that resonates with your target audience.

Eye-Catching eBook Cover Design

I believe that people crave the aesthetic. We all love beauty. And when we’re shopping or scrolling, the right image can make us take a second look, and “stop the scroll.”

If your eBook cover isn’t eye-catching, it’s not going to capture anyone’s attention. 

Vibrant colors, an intriguing image, or professionally crafted typography can make a significant difference. A skilled designer from Grand River Agency will work with you to develop a unique and visually appealing cover that aligns with your book’s genre and theme.

Genre Relevance

Readers often look for subtle clues that indicate the book’s genre. Your eBook cover should convey the genre in which your book belongs, whether it’s a romance, thriller, fantasy, or any other category. A cover that accurately reflects the genre helps potential readers quickly identify if the book matches their interests. 

Put extra special attention in selecting the right design elements and imagery that resonate with your target readership.

If your book is about personal development, but has a shirtless man with long hair flowing in the breeze, I’m going to assume that the book is a romance novel, and since I’m not interested in that, I’ll keep scrolling. You want to stand out from the pack, but you don’t want to stand out beyond your genre!

Clear Title & Author Name on Your eBook Cover

We alluded to this with our own “clickbait” headline. Your title should be clear and easy to read, but it should also be catchy enough to make someone pay attention. 

Remember that search engines also play a role in helping people find your book, so your title needs to have the right keywords, as well. The first rule of design is “legibility.” If people can’t read the name of your book and who wrote it clearly in the thumbnail image, you’ve already failed the “first-glance” test.

Emotional Connection

A successful eBook cover should evoke an emotional response from potential readers. It must encapsulate the essence of your story and leave a lasting impression. The use of colors, images, or symbols that evoke the intended emotions is key to a cover that resonates with readers on a deeper level. 

Remember, selling an eBook is meeting your readers’ need. They may want to be entertained, informed, or equipped. Does the emotion conveyed by your book cover tell your reader the content therein is committed to meeting that need?

Professionalism & Quality

Regardless of whatever axiom they’ve been taught, people DO judge a book by its cover. Readers often associate the quality of the cover design with the quality of the book’s content. 

A professional, high-quality eBook cover suggests a well-crafted story inside. Working with an experienced graphic designer ensures that your cover looks polished and meets industry standards.

ebook cover design

Originality & Uniqueness

Standing out in a crowded digital marketplace is essential for your eBook’s success. How crowded? More than 7,500 Amazon Kindle books are published EACH DAY! 

An original and unique cover sets your book apart from competitors. Avoid clichés and stock images that readers might have seen multiple times. 

There are formulas you can spot when you are scrolling through the ebook shelves. While there’s merit to learning from what others are selling, there’s something to be said for a book cover that stands out from the rest.  Our creative team can help you brainstorm ideas and create a cover that is distinctly yours.

Ready for Print

Many authors use Kindle Direct Publishing or another publishing company not just for eBook sales, but also for printed hard copies of their books. Designing cover art for a printed version is something that you should consider! There’s a science to the process of designing to print specs – crop marks, margin space, spine width are all factors that you need to take into consideration.

Let’s Design the PERFECT eBook Cover to Dominate the Publishing Market

In today’s competitive eBook market, a captivating and well-designed eBook cover is crucial to attracting readers and driving sales. By understanding what readers look for in an eBook cover, you can better position your book for success. 

Grand River Agency is here to support writers like you in crafting visually compelling and emotionally resonant covers that captivate your target audience and set the stage for the success of your literary journey. Let us help you make a lasting impression with a cover that reflects the heart of your story. Get in touch with us today to bring your vision to life.