It’s hard to believe it’s been over 20 years since Facebook began.
Since 2004, many other social media channels have popped up (TikTok, Instagram, etc.), showing that social media is here to stay, while popular platforms change with shifting demographics.
How can your pregnancy center keep up with the changes and post engaging social media content? It starts with knowing your audience and understanding where they spend their time.
Keep reading for tips on engaging donors and clients on social media. Contact Choose Life Marketing today for more information about our social media management services.
Step 1. Know Your Audience
Assess Your Donors
Every pregnancy center will have different donor demographics.
While Baby Boomers and Gen X donors likely comprise most of your donor lists, you may have varying levels of Millennials and Gen Z donors. Start by assessing your donor list and followers to provide an overview of your donor audience.
Create a donor persona of your typical donor and keep them in your mind as you create content, write compelling messaging, and choose your graphics. What would resonate best with your specific audience?
Consider thinking about specific top donors as you write because you know them better than others. Donor personas will help you understand how to best communicate with this audience.
Consider Your Clients
Your client demographics will be very specific to your area. Whether your center is rural, urban, near a college, or another characteristic can all affect your clientele. There are also the clients you see versus the ones you’d like to see.
Maybe you know you should be reaching college-aged women at your center, but most women who schedule appointments are in their late 20s and early 30s. This disconnect could be related to marketing and awareness. By adjusting your messaging and promotion strategy, you can attract a wider variety of clients.
Create a client persona based on your area’s demographics, current clients, and the clients you want to see at your pregnancy resource center. This persona will help you better communicate with your target audience.
Next, conduct research based on your client persona to learn which messaging, graphics, and platforms would work best for your desired audience.
Step 2. Strategize Your Platforms
Based on your client and donor demographics, you can research where your audiences spend their time and target certain social media platforms. Once you select these, familiarize yourself with the type of content users expect.
For example, Facebook will feature a mixture of graphics and captions, and shorter captions often perform better. The ideal character count is about 40.
On Instagram, which is primarily an image-based platform, the focus is on the images. However, the ideal caption length is about 125 characters.
Each platform will have nuances, pros, and cons to review before diving in.
Step 3. Brainstorm Topics that Fit Your Brand
Now that you’re familiar with your client and donor personas and the best platforms, you can begin content creation. Brainstorm which topics could resonate with your audiences and make sense for your brand.
For donors, you will want to share stories of hope, ministry updates, current needs, upcoming events, center news, and more.
For potential clients, you may want to share women’s health and lifestyle posts, advertise your services, and address topics such as mental health, fitness, and inspiration.
Do You Want to Learn Even More?
Social media will build both awareness and trust, helping women understand the culture of your center before they even arrive. While we’ve barely scratched the surface of what it takes to create engaging social media content for pregnancy centers, knowing your audience, strategizing platforms, and brainstorming topics is a start.
To learn more about social media, check out our free marketing materials. Our in-depth guides can help take your marketing to the next level.
Also, if you want to learn more about Choose Life Marketing’s social media services, contact us today. We can strategize the best social media approach to meet your goals.
