Conservation agencies have a crucial role in protecting the environment and natural resources for future generations. However, in today’s world, it can be difficult for these agencies to capture people’s attention and engage them in conservation efforts. This is where the concept of a marketing funnel comes into play.
A marketing funnel is a model that outlines the different stages that potential customers go through before making a purchase. These stages include awareness, interest, consideration, intent, and purchase. Conservation agencies can use this model to attract and engage people in their conservation efforts and increase their relevancy.
To engage people in conservation efforts, agencies need to create content that is informative, engaging, and entertaining. This can include creating social media posts, videos, and blog posts that are informative and capture people’s attention.
Marketing expert Jeff Bullas notes that “The best way to create awareness and drive traffic to your website is through content marketing.” This means creating high-quality content that appeals to people’s interests and motivates them to learn more about conservation efforts.
Marketing expert Ann Handley emphasizes the importance of storytelling in content creation. “Good stories surprise us. They make us think and feel. They stick in our minds and help us remember ideas and concepts in a way that numbers and text on a slide with a bar graph don’t.” Conservation agencies can use storytelling to create emotional connections with their audience and make their message more memorable and impactful.
To put the marketing funnel into action, conservation agencies can follow these steps:
Awareness
Firstly, Create high-quality content that is informative and engaging. Use social media, email marketing, and other channels to promote this content and increase awareness of conservation efforts.
Interest
Use storytelling to create emotional connections with your audience and motivate them to learn more about conservation efforts. This can include sharing success stories, case studies, and other examples of conservation in action.
Consideration
Provide opportunities for people to get involved in conservation efforts. This can include volunteering, making donations, or participating in educational events and activities.
Intent
Encourage people to take action by making it easy for them to get involved in conservation efforts. This can include providing clear calls to action, simplifying the donation process, and making it easy to sign up for volunteering opportunities.
Purchase
Finally, comes purchase. Although This stage is not exactly relevant for conservation efforts, it can be seen as a measure of success if people are volunteering and engaging in conservation efforts and taking action to protect the environment.
Conservation agencies, marketing funnels and relevancy. There’s a lot to unpack.
Conservation agencies play a vital role in the protection and preservation of our natural world. However, failing to use a funnel to engage new audiences can lead to a significant risk of a decline in support and funding. Without a clear strategy for engaging and retaining supporters, conservation agencies can struggle to maintain their influence and impact in a rapidly changing world.
Not using a funnel to engage new audiences means that conservation agencies may miss out on potential supporters who are not yet aware of their work. This lack of awareness can lead to a lack of interest, and ultimately, a lack of support. It also means that the agency’s messaging may not be tailored to different stages of the supporter journey, leading to a disjointed and confusing message. By implementing a funnel, conservation agencies can develop a more cohesive and targeted approach to engaging supporters, creating a clear path from initial awareness to committed support. This approach can increase engagement, build trust, and ultimately, drive support and funding for conservation efforts.
