Thanks to all of our listeners, almost immediately after launching we shot to the Top 8 in the Nonprofit category of Apple Podcasts in our very first week! This electrifying achievement places us shoulder-to-shoulder with INDUSTRY GIANTS in the nonprofit realm. This demonstrates a surging interest in strategic communications for small nonprofits and businesses. Small businesses and nonprofits are hungry for expert guidance and insights in the intricate domains of leadership, marketing and fundraising.
If you haven’t tuned in yet, the time is now! Open your preferred podcast app, enter “StratComm.Live” in the search bar, and hit that subscribe button to ensure you stay abreast of the latest episodes featuring our dynamic hosts, Kelsey and Josh!
Weekly Doses of Nonprofit and Small Business Marketing Insights Every Monday: We deliver engaging discussions on the nuanced worlds of small business and nonprofit marketing and leadership. We also include a lot of fun stories and laughs between Kelsey Boudin (the Founder and President of Grand River Agency and Executive Director at Strength Solutions), and Josh Hatcher(the Vice President of Success at Grand River Agency).
Insightful Interviews
Our podcast lineup includes enlightening interviews with thought leaders and experts in the realms of digital marketing, public relations, nonprofit leadership, fundraising, small business administration, and much more!
Meet Kelsey Boudin & Josh Hatcher
Kelsey and Josh boast a combined wealth of experience in journalism, marketing and nonprofit fundraising that spans decades. Kelsey’s proficiency as a gifted writer and Josh’s expertise in graphic design and video production have coalesced to form an unstoppable force in the realm of digital marketing. Their mission is clear: to empower small nonprofits and businesses, providing them with the tools and knowledge they need to thrive in a digital age, even if they lack the resources for a dedicated in-house team.
We invite you into our world, where we aim to engage, amuse and equip you with the skills needed to effectively convey your message to the right audience.
As we dominate the podcast charts and continue to provide valuable insights for small businesses and nonprofits, we are thrilled to have you accompany us on this journey.
Leading and marketing your small business or nonprofit organization can be fiercely competitive and sometimes even confusing. (Dare we say, confounding?) We’re here to help you crack the code.
Don’t miss out on the opportunity to learn from industry luminaries and partake in meaningful dialog. Subscribe to StratComm.Live today! Together, let’s elevate your marketing and leadership prowess to new heights. We’re here to help you succeed.
Humbled may actually be the operative term – but we take this announcement as a call to action and as evidence Grand River Agency’s work as nonprofit communications experts has only just begun. NANOE approached us in late spring on a recommendation from a world-renowned nonprofit fundraising expert after our exceptional work to promote her Nonprofit Star Quest virtual training event in March.
The task was immense. We began managing more than a dozen of NANOE’s social media platforms and promoting content across many different channels offering guidance to hundreds of thousands of nonprofit leaders worldwide. The scope grew to include short-form video marketing, book launches, training events and other forums for nonprofit community engagement.
The success was profound – almost immediately as the analytics made it crystal clear NANOE’s digital storytelling was AMPLIFIED exponentially by effectively leveraging social media marketing. Any time you’re looking at analytics showing improvements in engagement by over 1,400%, that’s a BIG win!
A Devoted Partner in Nonprofit Social Media Marketing & Community Outreach
This collaboration with NANOE is a testament to our commitment to expertly crafting social media content. We empower charitable organizations to STAND OUT in today’s increasingly complex digital landscape.
In a world where countless digital marketing vendors promise remarkable results through cookie-cutter strategies, Grand River Agency stands apart by simplifying and streamlining typically complex nonprofit marketing tasks. The result? MAXIMUM return on investment. Nonprofits ultimately aim for all tactics to funnel toward high ROI fundraising. Producing quantities of quality digital marketing content is a key cog in that wheel.
Professional marketing capacity should be accessible to all nonprofits, regardless of their size or budget constraints. Small nonprofits with important community missions are just as deserving of the limelight. We’re happy to facilitate that for a fraction of the expense of a professional salary.
Here are just a few of the benefits of contracting with NANOE’s preferred nonprofit social media marketing vendor.
Adaptability & Growth: Imperative for Nonprofits
In the dynamic realm of nonprofit communications, adaptability and growth are not mere ideals; they are prerequisites for success. Shockingly, over 50% of nonprofits lack a digital marketing strategy of any kind. That’s an eye-popping statistic we aim to change for YOUR organization.
For nonprofits, especially those operating on tight budgets, hiring a full-time digital media staff member is dramatically cost-prohibitive. The median annual salary for a social media marketing manager in the U.S has now eclipsed SIX FIGURES! That’s where Grand River Agency comes in, offering the power of journalistic storytelling via social media at a very friendly rate.
The Power of Social Media Marketing Based in Great Journalism
Wait, journalism? Aren’t journalism and marketing supposed to be separate? Not at all! Digital marketing and journalism are both based in outstanding journalistic storytelling. Presenting facts. Allowing readers, viewers and listeners to assess the reality and make decisions.
“We All Have a Story to Tell. Let’s Tell It Well.” This is the philosophy that underpins our approach at Grand River Agency. Our team comprises former journalists who specialize in promoting the nonprofit sector and community-oriented missions. We understand the power of storytelling and its pivotal role in great digital marketing.
Crafting effective digital marketing strategies is a daunting task for many organizations. It’s a lot like nonprofit fundraising, where it can be very difficult to hit the mark if your priorities are askew. (Remember, nonprofit friends: DONORS are your customers!) Strong community outreach and fundraising go hand-in-hand. We firmly believe in the power of nonprofit branding, and social media marketing is a potent catalyst for the good your nonprofit delivers to your communities.
Attention-Grabbing Storytelling for Charitable Initiatives
Charitable initiatives demand attention. When supported – and funded – to their fullest capacity, nonprofit missions truly transform lives and serve communities left entirely unserved by the private and governmental sectors.
Our commitment is to provide robust communications capacity that can powerfully promote your mission – as it truly deserves.
Your Bridge to Nonprofit Social Media Marketing Success
Grand River Agency proudly embraces the role of NANOE’s social media marketing vendor of choice. We urge nonprofits not to fall into the category of those without a social media marketing strategy. Moreover, we recognize that even fewer have a strategic plan and fundraising blueprint for long-term sustainability, and our friends at NANOE and Major Gifts Ramp-Up are here to offer support in those areas.
Based in Olean, NY, Grand River Agency bridges the gap by offering visionary opportunities to excel in nonprofit social media — a critical investment in capacity building and growth previously only accessible to BIG BUDGET organizations.
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
Communicating a nonprofit mission is the first step to fulfilling that mission. Essentially, your nonprofit mission can’t exist without communication, which can happen in a variety of ways across numerous outreach channels.
Without a strong infrastructure to lead a community dialog, your nonprofit’s story stands zero chance of reaching the people and systems you intend to serve. Perhaps most importantly, without a strong impact narrative, you won’t attract the donors, grant funders and volunteers who might partner in your nonprofit success.
Amplifying your nonprofit storytelling – and actually standing out in today’s super competitive and crowded spaces – requires expert communications strategies:
Skillful public relations
Data-informed digital marketing
Donor outreach, cultivation & retention
Thought leadership expressing & explaining community need
Without all this, the spotlight eludes even the most remarkable community programs.
Nonprofit Storytelling: Amplify Your Message with Strong Communications Tactics
We love the concept of AMPLIFYING your nonprofit storytelling. It’s not enough just to tell your story. Effective communications strategies put weight and volume behind your messaging – so your organization actually stands out against nearly 1.9 million other charitable causes clamoring for the same resources.
Your mission propels your work, energizes your team, and beckons donors and advocates to your cause. How then do you aptly communicate it? Here are a few basics:
1. Craft a Clear & Compelling Mission Statement
A clear mission statement encapsulates your nonprofit’s purpose and values. It’s the reason for your organization’s existence. The best mission statements are concise – the shorter and simpler the better to ensure there’s no ambiguity.
It’s the bedrock upon which your messaging and branding are built. For a mission statement that resonates:
Employ straightforward language
Spotlight impact
Embrace authenticity
Involve stakeholders
Include service recipients
Collaborate with your team and individuals served alike in crafting a strong nonprofit mission statement. Regular review of your statement ensures alignment and, if necessary, evolution.
2. Harness the Power of Storytelling
Stories bridge gaps in human knowledge. They make sense of things we don’t know. They provide perspective, and told well, they lead naturally to a call-to-action. For most nonprofits, that call-to-action is simple: either support or benefit from the mission.
Each person and/or system served by your nonprofit is a potential character in your ongoing narrative. (Heck, they might be an entire story unto themselves.)
Use real-life narratives to illustrate your nonprofit’s impact. Showcase how your efforts change lives, allowing donors to connect on a personal level and service recipients to envision a better quality of life. Stories humanize your mission, transforming it from concept to reality.
Center your stories around those your nonprofit serves, and let them speak for the improvements they’re seeing in their own lives. Personal anecdotes, case studies and testimonials all illuminate the tangible community change your nonprofit brings.
3. Visualize Your Mission
Visual content speaks volumes in the 21st-century digital age. Employ images and videos to vividly convey your nonprofit’s essence. Infographics, reels, charts and graphs enrich your nonprofit storytelling palette. They’re the perfect supplement to the written word.
This multifaceted approach captivates your audience and makes your content memorable – and infinitely more shareable. Visuals breathe life into your website, social media and other marketing channels used for local and widespread distribution. Audio content like podcasts further augments your message.
Properly strategized, social media has the potential to amplify your nonprofit storytelling around the globe. Tailor your social media platform choices to your target audience(s). Platforms like Instagram, Twitter and even TikTok typically engage socially conscious and trendy individuals, while LinkedIn remains the standard for professional crowds.
Foster engagement and relationships through meaningful interactions. Social media is a two-way conversation. Your engagement and overall effectiveness is improved by frequently responding, interacting, answering questions and thanking for support.
A well-structured social media strategy is planned well in advance with a content calendar anticipating and organizing:
Various content types
Publishing dates & times for optimal engagement
Timely themes & coordinated campaigns
Written post copy
Images, videos, links & hashtags
It’s not enough for nonprofits just to use social media. You must LEVERAGE social media, and take advantage of the myriad resources, discounts and training opportunities available only to nonprofits.
5. Mobilize Your Community
Enlist your supporters as advocates to magnify your impact. Effective nonprofit storytelling naturally and organically encourages followers to share your message for the greater good. Community-building strategies include volunteer programs, community events and various nonprofit marketing tactics including online forums devoted to pressing local/regional needs.
Nurturing relationships with your supporters is pivotal. Make them feel valued and part of your mission’s narrative.
6. Cultivate Consistency
Consistency across communication channels builds trust. It’s hard for both nonprofit funders and service recipients to trust an organization with a “digital graveyard.” If an organization hasn’t posted in six months, it begs a logical question: “What have they been up to?”
From your website to social media to email newsletters, releasing messaging with a dependable cadence reinforces your organization’s credibility. Additionally, it’s helpful to establish a style guide standardizing voice, tone and visual identity. Regular reviews ensure mission alignment and quality control.
7. Spotlight Your Nonprofit’s Unique Value
When’s the last time you thought about your nonprofit’s unique value proposition? How does your organization solve problems or bridge gaps in distinct and undeniable ways?
Your nonprofit storytelling must highlight what sets you apart. Emphasize your distinctive approach, the demographics you serve, your unique metrics and how ONLY YOUR NONPROFIT can serve that particular role. This sets you apart in a crowded space, attracting donors and supporters aligned with your mission.
Nonprofit Storytelling That Actually Drives Support
At Grand River Agency, we’re seasoned digital storytellers who understand the transformative power of strategic communication. From content creation and website development to donor outreach and grant writing, our numerous areas of expertise help small nonprofits to build strong communications mechanisms typically only enjoyed by BIG budget organizations.
Without adept donor outreach, cultivating and retaining supporters remains a challenge. And in the absence of compelling grant writing, securing substantial funding becomes an uphill struggle.
Let’s transform your message into a resonant symphony of change. Remember, your success story is just a strategy away. If you need help, there’s no shame in contacting an experienced strategic communications consultant to navigate digital complexities and hone your nonprofit storytelling.
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
POW-ER-FUL! Yes, that’s the word for artificial intelligence in strategic communications (or stratcomm, a broad field that encompasses any sort of professional outreach via any medium). AI is like a superhero sidekick that can create content at lightning speed, generate brilliant ideas, and boost your efficiency like never before.
But, hold on, before crowning AI as the magical solution to all your writing and content-production needs, let’s have a heart-to-heart about the critical role of the human touch in this digital adventure.
It’s astonishing to plug in a content idea and watch AI spew out hundreds of words in just seconds for your digital marketing blog, social media presence, grant proposal or whatever. Notice I said “spew,” as the resulting content is merely a regurgitation of algorithms scrambling to follow your prompts by scanning what already exists in the digital realm.
But ask yourself:
Is it actually well-written?
Is it search-engine optimized?
Is it accurate?
Is it written for your audience?
We’ve found that artificial intelligence for content production is a great starting point for strategic communications. Nothing more. It still needs the human touch to truly resonate with target audiences and to achieve digital benefits. Artificial intelligence certainly can mimic specific writing voices, summarize a series of details with logical and linguistic fidelity, and do so quickly.
But it lacks in the following areas.
Artificial Intelligence in Strategic Communications Lacks the Human Touch
At Grand River Agency, we love AI and have been experimenting with its potential since day one. Don’t get me wrong! It’s a lifesaver as we prioritize creating volumes of content for small nonprofits and businesses. We use it daily, and if you’re not on board, you’re already 10 steps behind the curve!
But, as I said, it’s merely a place to get started. AI-generated content still needs human guidance.
AI is a content creation powerhouse, no doubt about it. The sheer volume of content it produces, the ideas it generates, and the efficiency it brings are awe-inspiring. But, my friend, there’s more to content marketing than just producing words on a page.
Mindful & Impactful Storytelling
Artificial intelligence generates content at breakneck speed, but mindful and impactful storytelling is where the human touch reigns supreme. Your goal as a content creator – for whatever purpose – is to be the most impactful storyteller possible. You’re gathering content consumers around your fire to be an industry thought leader, to offer solutions, and to profess your brand as THE LEADING PROBLEM-SOLVER.
Emotion, nuance, and empathy in storytelling captivate readers and forge deep connections. AI can’t replicate the human ability to create content that resonates with your audience on such a personal level.
AI doesn’t know your story. It doesn’t know the people, systems and industries you serve. It can’t venture a guess regarding the personal stories and tales of triumph (or failure, for perspective) which demonstrate your organization’s expertise. Artificial intelligence for strategic communications can’t prophesy your distinct industry’s trends and daily narratives.
Quality & Optimization
Sure, AI can churn out content at a rapid pace, but quality and optimization for digital performance can suffer. Human writers know how to craft content that not only ranks well in search engines, but also delivers real value to your audience.
Once again, AI gets you only part of the way there as a content creator. For instance, AI can toss out any number of SEO longtail keywords, but it couldn’t advise the search volume and difficulty of ranking. For that and other optimization matters, you need definitive tools like Semrush or HubSpot.
Context & Tone
Your brand’s voice is its signature, and only humans can ensure it stays authentic and relatable. AI may analyze data, logic and linguistic styles, but it lacks the intuition to understand the context, tone, and unique voice of your brand.
YOUR UNIQUE VOICE.
Only the human touch can adapt content to your audience’s preferences and answer their questions effectively.
Creativity & Originality
In a similar light, AI-generated written content still comes across as canned copy. It does its best to match your brand of originality – and come quite close, if “taught” and prompted correctly – it’s STILL NOT YOU!
AI might be relatively competent at discerning patterns, but creativity and originality come from the human mind. Unconventional ideas, innovative thinking and fresh perspectives are what set your content apart in the crowded digital marketing landscape and nonprofit fundraising realms your organization calls home.
Authenticity & Credibility
Building trust and credibility with your audience requires authenticity – and that’s where the human touch shines. AI-generated content can feel formulaic and generic, lacking the authenticity that readers crave. Humans bring their personalities and expertise, trying to instill credibility in every word they write.
AI in strat-comm is just as likely, if not more, to make a mistake than a human. That’s because its algorithms scan the internet for existing content and fill in the blanks with random, inaccurate points.(Sometimes it just makes up something for the sake of filling space.)
Want to lose credibility? Let too many mistakes like that slip through the cracks. Your audience counts you to be that “thought leader” we keep discussing – to help them solve problems. Little dings in your credibility will eventually sink your strategic communications ship.
Flexibility & Adaptability
Strat-comm isn’t static; it’s a dynamic journey. Humans possess the adaptability to pivot strategies, experiment, and respond to real-time changes. AI, on the other hand, follows preset algorithms, limiting its ability to adapt to evolving content needs.
As AI improves, it’ll always follow logic and trends gathered from human activity. In a sense, it’ll always be a step behind what it needs to operate: humans.
Emotional Connection
Connecting with your audience on an emotional level is the holy grail of content marketing. Humans understand the intricacies of human experiences and can craft stories that resonate deeply.
Our ability to understand the human experience through empathy – knowing what “that feels like” – allows us to tell stories that offer perspective and guidance. AI can’t replicate that level of emotional connection. People will subscribe, purchase and commit to your brand only when they know and trust it.
AI is Our Friend, But Communications Cherishes the Human Touch
At Grand River Agency, we believe in embracing AI’s power while cherishing the human touch. AI can be your creative superhero, but it needs human emotion, understanding, and optimization to truly evolve into effective storytelling THAT DRIVES RESULTS.
You see, it’s a tool – a tool that a builds our capacity to produce exponential volumes content for the great industries we serve. Get ahold of me, if you’d like to see how it works!
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
Hey there, fellow bloggers and content creators! If you’re reading this, you’re probably stuck trying to create content for your organization’s website. And if you’re REALLY reading this, you’re probably from a smaller business or nonprofit that’s thrown you in the communications mix – out of necessity – with little to no experience.
Rest assured, we have some no-brainer blogging tips here to meet your digital marketing needs. Whether you’re blogging for a small business to improve SEO or a nonprofit aiming for better mission visibility, these are the real deal! They’re easy to understand and certain to get you on the right track.
Improve Your Digital Marketing Game with These Blogging Tips
At Grand River Agency, we’ve been around the block a time or two. We’ve had award-winning careers in various communications industries for decades, gaining a breadth and depth of experience and expertise along the way to serve literally any need. We don’t just believe … we KNOW that blogging is a powerful way to connect with your audience and boost your brand’s visibility.
In this fast-paced digital age, you can be your own storytelling hero, without having to lean on woefully inadequate traditional advertising techniques. Yep, you read that right! When you hit that publish button, you’re not just creating content; you’re igniting your brand’s presence and credibility, which ultimately leads to more conversions, revenue and support.
So, what are we waiting for?! Let’s dive into these 6 blogging tips that truly resonate.
1. Get to Know Your Audience
Even if you haven’t worked in professional communications before, you’ve probably heard the importance of knowing your audience. Before you start typing away, get cozy with your target demographic(s) – like talking BFF level. (Helpful hint: this level of understanding takes poking through some analytics, which is a topic for a different blog.)
Understanding their needs and interests is the secret sauce to creating content that hits home.
You may ask yourself questions like:
“What do they want to know?” (or, perhaps more importantly, need to know?)
“What are their favored styles of content?”
“What subject matter will resonate with them?”
“Where and when do they engage most in the digital realm?”
Put on your detective hat. Try to get to the bottom of:
“What makes them tick?”
“What keeps them up at night?”
“How can we be their ultimate go-to?”
If you’re a small B2B business, your content might be tailored to helping businesses you serve research raw materials for products they manufacture for their own consumers. If you’re a nonprofit, you may craft content that BOTH informs the individuals/systems you serve AND inspires philanthropy.
2. Pick the Perfect Topic
Ahh, the million-dollar question: “What do I write about?” Even the most successful writers and content producers in the world have stared at a blinking cursor longer than they care to admit.
While we’re focusing here on writing just one blog post, you should plan on a variety of topics – based on keyword research for search engine optimization – to keep the content and inspiration flowing. Essentially, it does no good to write just a handful of blogs and let your website become a digital graveyard. Keep up the pace and intensity!
Think about topics that solve your audience’s problems, answer their burning questions, or share valuable insights.
Your topic could:
Answer a question
Solve a pain point
Provide expert insight
Forewarn danger or difficulty
Paint a picture of positive results
All of which should be tied through a common theme: your brand.
3. Don’t Overlook Your Competition
Nope, we’re absolutely not advocating stalking. You’d be foolish to outright steal content from your direct competitors.
But, hey, it’s worth a look.
There’s no harm in seeking inspiration or in seeing how topics are addressed and issues are framed. Check out popular blogs and other types of content marketing in your niche. What are they doing right? How do they captivate their content consumers? What are they doing wrong? Do they write about silly topics or other things that would be a waste of time? You can go pretty much as deeply into competitor analysis as you wish – from competitor keywords to website traffic.
Take notes. Be observant. But always put your unique spin on things. (Which segues nicely to the next point.)
4. Add Your Special Flavor
If no one’s told you lately, you’re one of a kind! I don’t mean to sound like your mother, but there’s truly something special about you as an individual and about your brand in general.
Embrace your brand’s awesomeness and show it off in your blog posts. Share your success stories, sprinkle in some personality, or offer a fresh take on trending debates. Your perspective is what sets you apart, so don’t be shy to flaunt it.
Remember to stay true to your brand’s vibe. If you’re mostly serious and down to business, stay true to that purpose (without being stuffy and boring, if possible). If you’re witty and conversational for effect, let your humor shine through.
5. Keep It Snappy
Time to channel your inner wordsmith and write with flair. But remember, brevity is key. There’s no need for overly flowery language or paragraphs of prose that take forever to make a point. As I’ve always said, “Succinct writing is muscular writing.”
Your readers’ attention spans are precious, so don’t overstay your welcome. Get in, make your point and get out. Your followers will thank you for helping them find their answers quickly.
6. Nail the Headline
Some communications experts will fight me on this. Why write the headline last? Well, that’s just a matter of preference. I feel that it’s easier to get all my thoughts out and then summarize the main point. If inspiration strikes before, during or after your writing, feel free to write the title when you please. Go with the most comfortable flow!
Whenever you do it, write an attention-grabbing headline that screams, “Read me, love me!” Make it catchy, memorable and tailored to your target audience.
Blogging Tips: Let’s Tell Your Organization’s Story
There you have it, folks – your recipe for blogging success, Grand River Agency style.
But wait, there’s more! Embracing these blogging tips means you’re stepping into the limelight as a thought leader in your industry. That’s a big deal! Oh, and did I mention that blogging is one of the most effective ways to drive traffic to your website? Sounds like money to me!
Create content that wows your audience and keeps them coming back for more. You don’t have to stop at blogging alone. Some digital marketing experts, myself included, use blogs as the beginning of an overarching content marketing strategy to spawn multipurpose content across multiple channels. A blog post can easily become a(n):
Infographic
Whitepaper
Podcast
Social media post
Ebook
Video
Checklist
Email
Webinar
The list goes on. If you need some extra mojo, our digital marketing agency is here to shine the way for your digital marketing journey. Happy blogging, rockstars!
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
We live in a world where storytelling smacks us at every turn. Yet, as human beings (for the most part), we hardly even notice most of it. It’s ubiquitous.
Most comes in the form of advertising. Forbes estimates people now take in up to 10,000 ads a day in every form and medium possible.
Colors
Fonts
Logos
A 15-second spot on the radio during your ride into work
The podcast you listen to at the gym
This blog
The list goes on.
How much of this storytelling do we generally remember? That’s up for interpretation. Nielsen says some the half-life for recalling ads can be 24 hours – or a week. There are so many variables. Colors, fonts and smells from your favorite pizza place lodge in the back of your head, awaiting a random craving, while the substance of the ad itself fades to blackness. Longer-form digital marketing content that serves our personal or professional enlightenment can be quite memorable.
Both are effective for distinct reasons. They tell a story. They arouse memories, senses and emotions to drive action. They also inform and educate to drive action.
Expert storytelling is critical in ABSOLUTELY EVERY INDUSTRY, especially for the small nonprofits and businesses we serve here at Grand River Agency. Why? Because our specialty is in AMPLIFYING their professional storytelling – from website design to blogging to podcasts and everything in between – to stand out against big brands with MASSIVE budgets.
The Evolution of Storytelling: From Cavemen to Corporations
A few years back, I wrote a blog on caveman storytelling. You probably already get the gist. Just as our ancestors gathered around campfires to share tales of caution and hope, today’s organizations must harness the power of storytelling to build brands, connect with audiences and drive action.
Your organization’s brand is a story – well crafted and well told. The ability to craft compelling narratives is arguably the most critical catalyst for success. Unfortunately, professional storytelling is often overlooked and very rarely invested in fully.
Why Expert Storytelling Matters – Especially Today
Remember those 10,000 ads a day? You must cut through that noise. Somehow.
Attention spans have dwindled as we’ve become bombarded by information from all directions, most notably the devices at our fingertips. Thus, capturing and holding their attention on those devices is increasingly challenging. Expert storytelling these days is an exercise in extreme precision. Done right, it stands out to the people you serve and creates meaningful connections.
Building Brands & Establishing Trust
In a world crowded with similar products and services, brands must scramble to stand out. Expert storytelling gives brands the power to showcase their unique identity, values and purpose.
Through compelling narratives, companies can humanize their brands, making them more relatable and memorable. Marketing today requires more tact than brazen self-promotion. You must weave an HONEST and HELPFUL storyline through your marketing efforts to foster loyalty and trust.
Inspiring Action & Driving Engagement
Professional storytelling inspires action. A marketing story – a social media post, blog, white paper, etc. – goes nowhere without that call to action. Even if that call to action is only to read more or sign up for the monthly newsletter.
Expertly crafted stories move people emotionally, prompting them to take the next step – whether it’s becoming a customer, supporting a cause or joining a movement. In the digital age, storytelling is at the core of successful marketing campaigns, engaging audiences and sparking conversations that lead to conversions.
Strengthening Connection with Customers & Clients
Customers don’t just want products or services. They want (crave) meaningful experiences and relationships. After all, don’t you want your target audience(s) to feel comfortable and confident in their decision to opt for your goods and/or services?
Storytelling allows businesses and organizations to connect on a deeper level, showing that they understand their clients’ needs and aspirations. And in this understanding is an underlying promise of fulfillment. It says, “Our brand is committed to you and solving your pain points.” Sharing customer success stories or testimonials strengthens the bond, demonstrating real-life impact and building further trust.
Amplifying Nonprofit Impact & Garnering Support
Marketing isn’t only a money grab for big business (and small businesses aiming to become big businesses). Nonprofit marketing can take place in many of the same channels to appeal to prospective donors, grant funders and individuals/communities served. In a very interesting way, a nonprofit marketing campaign – let’s say, via social media – can attract both supporters and folks who would benefit from its services.
Talk about two birds with one stone, right?!
The individuals/systems served gain confidence in your mission as something they need, while funding sources gain confidence in your ability to reach wide audiences and deliver. By showcasing the human side of their work through stories of those whose lives have been improved, nonprofits ignite a desire to contribute and make a difference.
Establishing Thought Leadership & Expertise
In so many industries today, expertise and thought leadership are highly sought after. Thought leadership is such a powerful driver for decision-making. People, especially in the B2B realm, are always looking for an EXPERT.
Professional storytelling enables organizations and business leaders to position themselves as authorities in their fields, sharing valuable insights and knowledge. By providing meaningful content that educates and informs, you can attract potential clients and nurture lasting partnerships.
Navigating the Digital Landscape
With the digital landscape constantly evolving, expert storytelling is essential for businesses to remain relevant and competitive. Social media, blogs, websites, podcasts, email marketing, and other digital platforms provide vast opportunities to share narratives and reach wider audiences.
A cohesive and well-executed storytelling strategy ensures you effectively convey messages across multiple channels. Those channels must be chosen carefully and exclusively on where their specific audiences “live” in the digital realm.
The Role of Expert Storytelling Consultants
While storytelling is a powerful tool, mastering it requires skill, strategy and creativity. It requires time. It requires effort. Sometimes it requires more than what you, as a C-level executive, could possibly contribute. Hiring a full-time marketing-communications staff – or even just one staff member – can be cost prohibitive for small organizations with limited budgets.
(The average marketing director salary in the US is $183,000 annually. You’d be better served to contract with a marketing agency for all the benefits of a full-time marketing staff for a fraction of the cost.)
Many organizations, especially small businesses and nonprofits, may not have the resources or expertise to develop effective storytelling campaigns. This is where expert storytelling consultants come into play.
Professionals like us are well-versed in crafting narratives that resonate with specific audiences in the digital realm. We have a deep understanding of how to structure compelling stories that evoke emotions, drive action and align with organizational goals.
Embrace the Power of Expert Storytelling for Your Organization
Storytelling has transcended time, remaining a fundamental aspect of human communication. It’s rooted in human nature – a tradition and an art form that has evolved over tens of thousands of years, adapting through various mediums and technologies.
While our ancestors shared stories through oral traditions, modern storytelling leverages the written word, images, videos, and social media to reach global audiences instantly. In that light, it drives global commerce and cooperation.
Embrace the power of storytelling and let your organization’s unique story unfold, captivating hearts and minds in the modern era. How can we help you?
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
Yes, and I can think of 3 HUGE reasons why you need a digital marketing expert.
But, in nearly two decades working in professional communications in an economically depressed region, I’ve seen first-hand how organizations either fail to recognize the importance of digital marketing or lack the capacity to invest in it – even if they wanted to.
Successful organizations, whether small businesses or nonprofits, must have a digital marketing expert (or, in our case, a team of digital marketing experts) to guide a variety of communications tactics. In today’s fast-paced digital world, the impact of such strategic communications on growth, visualization, perspective and outreach can’t be underestimated.
Frankly, if you’re not actively and devotedly working toward a beyond-basic digital presence, you’ve already lost the game. Standing out – promoting your business or nonprofit mission – in all the noise reverberating the digital realm is incredibly difficult. “Winging it” just won’t work.
What is Digital Marketing? (Yes, That’s An Actual Question We’ve Heard)
Digital marketing involves advertising products and services through digital platforms. Tactics include website search engine optimization (SEO), social media, video marketing, email outreach and so much more. But here’s the crucial part: your digital marketing efforts shouldn’t bombard consumers with endless self-promotion. Instead, you must be helpful, informative and inspiring.
Why is a Digital Marketing Expert Important to Your Organization?
By meeting your audience where they are, engaging them in the digital realm and providing valuable content, you can nurture informed decisions and build trust in your brand. It fosters a stronger connection with your ideal customers, clients and supporters.
Why do you need a digital marketing expert? Because the sheer volume of content produced, digital tools used and complex strategies employed requires experience and capacity – typically well beyond what a small staff or team-of-one could manage.
Remember those three reasons? Here they are!
1. Understanding Your Online Market
Without a digital marketing expert, you may miss out on understanding the intricacies of your online marketplace and where your organization stands within it. Digital content marketing dynamics can differ significantly from traditional channels, including customer profiles, behaviors, competitors and options for marketing communications.
A digital marketing expert knows how to utilize online tools and platforms, such as SEO keyword research, social analytics and email click-through rates. And those are just a few. They can be quite complex – in the weeds, if you will – and difficult to know which to prioritize. We can help you make sense of this data to adjust your strategy or create an even stronger plan to engage your online audience effectively.
2. Choosing the Right Platforms & Outreach Strategies
Selecting the right digital marketing platforms and outreach strategies depends on the nature of your products or services and the audience you aim to target. A one-size-fits-all approach won’t work.
A digital marketing expert tailors your strategy based on comprehensive research and experience to determine the best platforms, timing and content types to best engage and resonate with your audience. Quite often, a comprehensive strategy involves a mix of different content types and platforms – from SEO blogging to the perfect high-ROI social media channels to reach your people “where they live in the digital world.”
Whether it’s captivating YouTube ads or informative white papers, your content choices must be strategic, data-informed and fitting for your unique needs.
3. Staying Ahead of Your Competitors
All of this leads to your ultimate goal behind “standing out” to digital consumers: to stay ahead of your competitors. Now, admittedly, the many wonderful nonprofit organizations we serve may not have “competitors,” per se. But whether you’re a small business or a nonprofit, digital marketing efforts must certainly compete with others occupying the same digital space.
In the ever-evolving digital landscape, your own marketing tactics must be informed by a deep understanding of the who, what, when, where, why and how. A key component of that also requires understanding how your competitors operate.
A digital marketing expert can delve into research and analysis to pinpoint tactics, identify strengths and weaknesses, and craft a strategy to outperform others online. Embracing competitive analysis allows your organization to offer better, more compelling content.
Choosing the Right Digital Marketing Expert for Your Organization
Selecting a great digital marketing expert is a BIG decision for your organization. Depending on your needs, some expert agencies may have specific skill sets for targeted purposes, while others may offer a broader focus. At the end of the day, EVERY organization in EVERY industry needs expert storytelling capacity. Most of that storytelling these days takes place – you guessed it – online.
At Grand River Agency, we’re proud to be a team of versatile digital marketing experts who can cater to your organization’s specific needs, providing expert advice, research-driven strategies, and creative solutions to maximize your online presence and drive meaningful results.
Having a digital marketing expert on your team is no longer optional — it’s essential.Contracting with a strat-comm firm like ours is often a stronger, more effective (and more cost-effective) choice for your budget.
President and Founder, Grand River Agency
With over 19 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.
