Category Archives: New Media Marketing

The BIGGEST SECRET to Monetizing Your Activism Website

great changes chaosHave you tried to monetize your activism website before without success?

I know I did. Several times.

If I had known this secret, it would have saved me a lot of headache and heartache. And it may be the same for you.

You see, the reason you were unable to succeed had nothing to do with you.

The reason was not that you are not committed. The reason was not that you are incapable. The reason was that you missed the most important step in the process of marketing your site.

At least, that was my reason.

Not knowing this important marketing secret in advance doomed me to failure. Again and again. When I finally got it. After reading and researching about successful online entrepreneurs, I was pretty blown away. It is so simple, yet it had eluded me.

This is the biggest secret to monetizing your activism website is:

Marketing starts at the development stage.

excitedWhat this literally means is that you must build a product or service that is so amazing – it will sell itself. Of course, you will need to get your product to your customers through other methods of new media marketing at a later date, when the product or service is fully developed. But here and now, you must create a product or service that will sell itself.

Once you’ve determined what your product or service will be, you will enact the next marketing steps to ensure your customer can find it. One of those steps is to have a website that is purposeful and brutally clear.

For activists with established websites, this presents an opportunity (or problem, depending on how you look at it). You may need to re-create your website. This is something I will cover in a later post.

As customers of the internet age, we now demand exactly what we need, right this moment, at the click of a button. This is intentional marketing. If you create a product or service that solves someone’s problem right now, you have built marketing into your product development.

But how will you know if your product solves a problem? How do you determine the correct niche market(s) you should be targeting?

There are 4 ELEMENTS to creating a product or service that will BLOW MINDS.

I get into this more in my upcoming ebook “How To Make Digital Activism Your Full-time Job” but this is a little primer for you.

The 4 Elements are:

  1. Identify and Define Your Audience: Who are they and what are their lives like?
  2. Determine What They Need (right now): What is their deepest desire? What is the biggest problem they have right now that you can solve for them?
  3. Create an AMAZING Product or Service that Solves Their Problem: Just do it.
  4. Continuously Improve Based On Their Feedback: Advocate to yourself on behalf of the customer to ensure the customer is getting the best possible product or service. (Believe me, you will argue with yourself but go with the advocate’s advice.)

Marketing begins at product development with “How will I solve problems in an amazing way?” and it never ends. You must continually improve your product or service, if you want to compete in the digital world of instant gratification. 

Once you’ve created an amazing product, you are ready to learn the second biggest secret to monetizing your activism website. I will write about that next.

Please share your experiences in the comments below. Did this article help you discover why previous attempts to finance your activism didn’t work? Or did you already have an amazing product? This is only one part of the formula. Subscribe to learn more.

How to Create a Digital Media Strategy

Image taken from TheBuzzBin.

You don’t need a marketing department to plan a digital media strategy.

If you have a guidebook and some social media experience, you’re good to go.

You can’t use just any guidebook, though.

Most information out there regarding social or digital media strategies misses the mark entirely.

A good guidebook teaches you how to think about digital media strategies. It embraces the new media movement – free economy, crowd-sourcing, sharing, connecting, open-source, collaboration…these are the concepts a good guidebook teaches.

I am writing a guidebook on the subject right now because I haven’t found one yet that meets my standards. In the meantime, the following article constitutes a great outline for creating your own digital media strategy.

Define Who You’re Doing It All For

Define your Target Audience. This may include more than one group. Having different segments of your target audience in mind will help you when creating content specific to them. Think “niche” audiences.

Once you’ve figured out who your niche audiences are; ask yourself, “What are their problems?”

Define What You Do

What is the problem you solve for each of your niche audiences? Why are they buying from you / donating to you / signing up for your website?

What steps must they take to benefit from what you offer? Some examples might include: sign up for emails, purchase your product, or like or follow you on social media.

Why should they trust you? What value do you bring?

Choose Your Platforms

Content is king, as they say. The most successful websites attract traffic for the quality content they supply. Their niche audiences found them through a search engine.  At its core, this is blogging.

You need to go where your niche audiences are. Blogging gets you into the search engines where your audience is searching for information you can provide. For these reasons, you  may wish to choose blogging as one of your platforms for reaching your audience.

Which social media platforms are your niche audiences using? Those are the ones you want to use. They might include: Facebook, Twitter, Youtube, LinkedIn, and others.

Update your pre-established website and social media platforms. What kind of information do they provide in the sections that describe what you do? What information is missing? What information is incorrect?

Having outdated or incomplete details can lead to your audience having less respect for your brand. Provide the most important details for your audience to find you and make sure that any incorrect information is deleted or corrected.

Most importantly, ensure that your purpose is very clear to people viewing your profile. It’s about what they need from you. It is not about you.

Who You Are

Create a description that encapsulates the essence of your brand. When I say “brand,” I am talking about you as a person and how your organization or company operates. Your brand is inextricably intertwined with your work culture – how you do what you do and the image you  portray in the process.

For help coming up with one or two sentences that really describe you authentically, check out this blog post.

Determine How You Will Implement Your Strategy

What does your creative look like? What mediums are you working in? What is your tone of voice? Will you be conservative or edgy? Fact-based or story-driven? Something else altogether?

Research keyword phrases that your niche audiences type into search engines. These will be your headlines and give you ideas for content.

Assess the Competition

Who are your Competition? And more importantly, what are they doing that might work for you? You don’t want to copy them outright, but you can often get great ideas for generating content from the people you’re in direct competition with. Sometimes, you can even partner with them to maximize your goals.

Brainstorm Content Ideas

Your goal is to create informative, helpful content that your audience will appreciate. And do it in a way that engages. Where will you put your content? Plan which kind of content your will use for each platform. (Blog, newsletter, ebooks, podcasts, webinars, YouTube, Twitter, etc.)

Rules for Content:

It is about your customer, not about you. That doesn’t mean you can’t tell stories about yourself, but the stories should be relevant to the audience you are targeting. Talk * to* people using the word “you” as much as possible. Make it personal. Think of the problem you want to solve for your niche audience, and then write about it.

Be concise. Say what you want to say in the least amount of words possible. Twitter requires very short sentences, so you have to consider the platform you are using, as well.

Take your content to your audience. That is what the world wide web has enabled you to do. If you don’t do it, you are not using the new marketing methods of today.

Content should be targeted to niche audiences. For instance, to appeal to “anti-establishment activists,” use words that they use. Post articles that they would be interested in.

Never forget the power of testimonials. Ask people you’ve helped to write testimonials for products or services or both. You can offer incentives for this, like a discount on their next purchase or an item for free. Build your testimonials. They are perfect for use on your website and in your social media.

Don’t worry if you get a negative review. Respond to negative reviews by correcting the problem. Your worst critic can become your most loyal ally, simply by correcting whatever upset them to begin with. Be willing to sacrifice a little to gain back their trust. Aim for 100% audience satisfaction. Today’s marketing is all about people. The more people trust your brand [YOU], the more they will tell their friends.

Pictures and Videos Will Win the Day! This is the new world we live in. A world of static and moving images. Multimedia catches peoples’ attention! Try to include images or videos in all blog posts and social media posts, whenever possible.

There are any number of other details you may want to include in your strategy, such as hashtag suggestions, posting schedule for the chosen platforms, or bonus ideas that don’t seem to fit anywhere else.

Next Steps

Finally, you will want to build into your strategy the steps you will take to implement it and ways to evaluate it. You will also want to ensure that you are consistently providing your audience with the best.

More than anything, remember this: An effective digital media strategy results in meaningful connections between people.

(As in all things, love is the answer. Okay, I’m getting all mushy and existential on you. Teehee.)

If you’d like help creating a Digital Media Strategy, contact me at Or write a comment below! Am I missing anything? Any questions?

Social Media Strategy – What do I have to offer?

When creating a social media strategy, the most important question to keep in mind is:
“What do I have to offer?”
If you are a business, you clearly have your products and services to offer. This is a given.
However, it is not all you have to offer. If your social media efforts revolve around posting updates about your products and services, it can get stale very fast.
People who are looking for your services right now are happy to see if you have any promotions happening.
However, you don’t want to lose other people, who may not need your services right now, but someday they might.
The goal is to keep your fans and followers engaged until that future time when either they need your products services or someone they know does (and they’ll recommend you!).
So, how do you determine what you have to offer. You may be surprised to find out that you have A LOT to offer outside of your main business activities. Depending on the industry you’re in, you can offer helpful articles, funny stories, photos of your business in action, photos of staff, interesting quotes from patrons, and more.
This is why a social media strategy is so important. It allows you to define your audience, formulate your key messages, identify your unique expertise, and based on all of the above, it enables you to create content that resonates with your supporters.