Community Connector

Your Nonprofit Marketing Roadmap

LOCAL SEO

Local SEO targets people searching for services in a specific area, such as someone searching for “food pantry near me” or “donate women’s clothing in Denver.”

Optimizing your website for local searches can help you attract more donors, volunteers, or users of your services. This includes ensuring that your website has traditional SEO tactics in place (see the SEO Starter Guide) and completing the following steps.

Your Local SEO Checklist:

  • Complete Google My Business Optimization (see below)
  • Perform on-page optimizations, being sure to include local keywords
  • Create content targeted for local search (see below)
  • Get listed in local online directories
  • Build backlinks from high-quality local websites
woman florist on call taking order - local seo for small businesses
phone with google home page loaded - google my business optimization for entrepreneurs

GOOGLE MY BUSINESS (GMB) OPTIMIZATION

Did you know that all Google searches are personalized by location?

That’s why it’s crucial local businesses manage and update their Google My Business listings.

Your Google My Business Optimization Checklist:

  • Claim your GMB listing and verify your location
  • Provide complete and accurate information, making sure that the name, address, and phone number (also known as NAP) are consistent across all your online listings
  • Post regular updates like news, promotions, and events to keep your listing fresh (Tip: Add tracking to your GMB posts to help understand how clients are interacting with your business online)
  • Encourage clients to leave reviews and respond to both negative and positive ones
  • GMB allows users to ask and answer questions about your business. Monitor this section, answering all questions and correcting any false information. (Tip: If clients aren’t asking questions on your profile, you can post and answer questions you think may be helpful!)

GOOGLE AD GRANTS & SEARCH ENGINE ADVERTISING

Google Ad Grants offers up to $10,000 per month in free search advertising for approved nonprofits. These funds can be used to advertise services, events, volunteer opportunities, and more.

Search ads put your business directly in front of people already searching for what you offer in your area. With search ads, you can target specific neighborhoods, promote special offers, and only pay when someone clicks interested.

Your Search Advertising Checklist:

  • Choose your platform: Google Ads is popular, but Bing or DuckDuckGo might be of interest too
  • Create a campaign: Be sure to define your goals and target your audience before setting up the campaign
  • Set a target location: You can get pretty granular targeting a specific area on a map or broadcast ads to an entire country
  • Do Keyword Research: Know what keywords people in your area would search for to find your service (e.g., plumber Denver)
  • Write Your Ad Copy: Highlight what sets your service apart and include a call-to-action (next steps) for potential clients
  • Determine Your Bid/Budget: Set the maximum amount you’re willing to pay for each click; you can set your daily budget as low as $1
  • Monitor and Adjust: Keep an eye on your ad’s key metrics, analyze performance, and add/remove keywords based on results
biopic woman on laptop - small business seo

CONTENT MARKETING

Content marketing is all the stuff online (audio, visual, words—aka CONTENT!) that helps educate, entertain, and inspire potential customers. Think articles, blog posts, podcasts, infographics, etc., that communicate and share information without selling.

For local SEO, content marketing allows you to showcase your local connection, celebrate your wins, and share your involvement in the community.

Your Content Marketing Checklist:

  • Research your target audience, get specific on who you are selling to, and what problem you are helping to solve
  • Brainstorm a list of ideas of words or phrases that are related to your target audience and their problem
  • Identify what platform(s) or medium works best for you to create content (Tip: think also about how your ideal client consumes information)
  • Develop a content calendar identifying what content you are going to develop and when
  • Create and post your content (Tip: You can repurpose content across platforms, like turning a blog post into a social media post or a GMB post)

EMAIL MARKETING

You may already collect email addresses for your business in some capacity. Maybe you have a contact form or even a newsletter that people can subscribe to.

Or you don’t have any of the above. And that’s okay, too.

Email marketing can be a great way to connect with existing or new customers. Emails allow you to tailor your content to an already “warm” audience while boasting a high ROI. Studies show that email marketing yields an average return of $36 for every $1 spent! Email marketing is cost-effective and flexible. It’s not something you have to do every day or every week, and it still has great returns.

Your Email Marketing Checklist:

  • Create opportunities for people to join your email list (e.g., website forms, QR codes)
  • Choose an email marketing platform, also known as an ESP (Email Service Provider). Some popular ones are Mailchimp, Kit, and Constant Contact.
  • Customize an email template from your ESP to match your brand
  • Develop a content calendar. Will you send emails weekly, monthly, or only for specific promotions?
  • Start emailing your new audience!
tik tok on phone screen | social media marketing for entrpreneurs

SOCIAL MEDIA MARKETING

Having social proof is beneficial for many businesses. Search engines use social media profiles to validate your company. Depending on your industry, customers may look to social media for examples of your work or for tips and tricks on your industry.

However, social media is not right for every business or every business owner. Many social media platforms require a consistent effort to get traction with the algorithms. It can be time-consuming, and for time-pressed business owners, sometimes the juice isn’t always worth the squeeze.

Below are some things to consider when using social media for your business. Not all of these questions are relevant for every business or every platform, but in general, they can help guide your decision.

Social Media Marketing Questions

  • Where does your customer hang out online?
  • Are they scrolling TikTok? LinkedIn? Asking questions in Facebook Groups? Pinning on Pinterest? Something else?
  • Are your competitors using social media? How are they using it?
  • Can you access (or create) original images or videos showcasing your product or service?
  • Are you comfortable creating and editing videos?
  • Can you commit to showing up online consistently – whether that’s once a week or a couple of times daily?
  • Are you comfortable starring in videos?
  • Can you handle negative feedback/criticism from internet strangers?

However, you decide to proceed with social media, be sure to develop a clear social media strategy and stay informed about platform changes to maximize the benefits.