When it comes to reaching abortion-minded women on the Internet, it requires more than just your basic “Marketing 101” skills. We work together with Pregnancy Help Centers (PHCs) to develop and execute marketing strategies that are both cost-effective for their organization and effective in reaching the right audience. Many marketing agencies will assume that PHCs will gain success from un-tailored, one-size-fits-all marketing strategies, but we have found that each PHC, depending on a variety of circumstances, requires different marketing needs. That’s why we create tailored strategies for each one of our PHC clients that include tested and proven tactics that we found have really worked.
Keep in mind, the words tactics and strategy are often confused. Tactics are the “actual means used to gain an objective, while strategy is the overall campaign plan, which may involve complex operational patterns, activity, and decision-making that lead to tactical execution.” Within our detailed marketing strategies that we create for PHCs, there are specific tactics that we recommend implementing at specific times in order to achieve the best results. These tactics will typically include a combination of web design or modification, search engine optimization (SEO), Google AdWords (Paid Search, or “PPC”) and social media marketing – not necessarily in this order.
Beyond tactics, there are some crucial elements that go into a marketing strategy. When these elements are overlooked, strategies tend to fall apart – no matter what tactics are used.
Demographic
No matter what tactics you’re using, you should always keep your demographic in mind. Women who are abortion-minded do not want to be preached at. They don’t want you to assume what they want either. They want you to meet them where they are! Remember this when you are developing ads, creating social media posts, or writing blogs.
Our Digital Strategists work with each PHC to create a “persona” that embodies their typical client. It starts with nailing down age, race, and location and ends with answering questions like:
- What do they wear?
- Where do they shop?
- Are they single or in a relationship?
- Do they care more about free or confidential?
Answering these questions helps our strategists set up targeting to reach the specific type of women that need your center’s help.
Although we work with many PHCs who are all trying to reach young, abortion-minded women, not one “persona” has been the same. We have found that how these women act, what they like, how they dress and much more depends largely on location and culture. That’s why it’s important to assess each center’s target demographic separately, rather than lumping them all together as “young, abortion-minded women.”
Budget
As a PHC, you are more than aware that your marketing is guided or limited by funding – and that’s okay! Of course, that doesn’t mean you forgo marketing efforts altogether. It’s important to prioritize based on the budget you DO have. For many of our clients, that means creating both short-term and long-term strategies. This allows them to implement certain tactics right away to help reach abortion-minded women, and then build upon those tactics over time, as funding allows, to create a full digital marketing strategy.
Tools
Keyword Research
There are a few tools online that PHCs can use to see current search volume in their geographic location. This data can be used when blogging, for SEO, and for Paid Search. One of the best tools is Google AdWords Keyword Planner, which requires an AdWords account to access. Keyword Planner allows you to find search volume for keywords in your specific location rather than the entire country, contrary to many of the other keyword research tools. It allows you to obtain specific data for your location. You can enter keywords, or you can enter a URL and get keyword suggestions. We also advise manual Google and Bing searches which will show related search queries. Yet another option is to use your website analytics and/or Google Search Console to review search terms people already use to find your website. Keyword Planner primarily serves as a guide when creating budgets for Paid Search campaigns, but works very well for SEO and blogging as well.
Internet Trends
Google Trends is a free tool open to the public which allows you to find trending topics and search terms. You can capitalize on this by writing blog and social media posts as topics are trending. You can get specific and search trends in your city or state as well.
As you can see, marketing to abortion-minded women is no easy task, but it’s our calling. These women and the lives of the unborn need our help. If you need help with your marketing efforts, our Digital Strategists can work with you to create a marketing strategy that fits your center’s budget and needs. Our mission is your mission. Let us help you bring these women through your doors.
