What are the most underrated marketing skills in successfully scaling social impact?

Jun25

Before I quit the 9-5 to launch my business, I interviewed 22 entrepreneurs from either the marketing or social enterprise space. My goal was to gain insight into the attributes, strategies, and skills I’d need to succeed.

There were a handful of pieces of advice I heard on multiple occasions, but only one that was brought up time and time again.

“Don’t be penny wise and pound foolish.”

While I understood, at the time it was just theoretical for me. Now, I see it in practice. Many of the social entrepreneurs I speak with are pound foolish – from a marketing standpoint – every single day.

This means underrating skills that are critical to their growth and not investing in them as needed, whether that’s a financial investment (personnel or external support) or a time investment (personal development and training).

social impact scale
There are three marketing skills that I consistently see a lack of awareness for among social entrepreneurs. Or worse, I see them dismissed.

Continue reading “What are the most underrated marketing skills in successfully scaling social impact?” »

No budget? Here’s how to accelerate word-of-mouth marketing for your social enterprise

Mar12

According to a study by Nielson, 92 percent of consumers believe recommendations from their friends and family over all forms of advertising. Word-of-mouth marketing is powerful, and lucky for those with limited budgets, it can also be free.

Nielson Piechart
In a crowded space this is a huge opportunity, and you ought to be taking advantage of it. Here’s how. Continue reading “No budget? Here’s how to accelerate word-of-mouth marketing for your social enterprise” »

Marketing for good? Capitalize on these tactics exclusive to socially good brands

Feb10

Marketing is a crowded space. There are so many brands competing for attention that it can be overwhelming for consumers and frustrating for marketers.

Fortunately, socially good brands have an advantage. There are several key marketing tactics that allow our marketing campaigns to really STAND OUT from the crowd.

Take a look, and put them into practice. They can offer you a valuable edge. Continue reading “Marketing for good? Capitalize on these tactics exclusive to socially good brands” »

How to scale ideas that can change the world

Jan04

In a recent post from a series of interviews with leading Schwab Foundation social entrepreneurs, 5 powerful ideas for global impact were highlighted. Unsurprisingly, the need for scale was a key feature in this list.

5 powerful ideas for global impact from social entrepreneurs
In traditional business, the potential for scale is closely intertwined with the level of resources available. Time and again, however, we’re seeing a lack of resources as the #1 challenge faced by social enterprises and nonprofits.

Fortunately, there’s now another, simpler, option. Continue reading “How to scale ideas that can change the world” »

Customer Acquisition for Social Enterprise: Optimizing Your Online Marketing Funnel

Dec20
Like most social enterprise marketing strategies, online customer acquisition strategies – and the marketing funnel – ties closely to the setup used by any other for-profit company.

The key difference? Messaging. But that’s not what we’ll be talking about in this post.

Today, let’s take a look at the key elements to the marketing funnel social enterprises should be using to increase customer acquisition, the potential blockages in ineffective funnels, and how to optimize yours.

Continue reading “Customer Acquisition for Social Enterprise: Optimizing Your Online Marketing Funnel” »