Developing a Marketing Strategy—Where to Begin?

We are a nonprofit focusing on "water bankruptcy" in the Ogallala Reservoir and Eastern New Mexico. While we are gaining traction at professional conferences, our digital presence (LinkedIn and Facebook) is underutilized. We need to reach two distinct audiences:
-Locals/Landowners: Educating them on water rights lease agreements and conservation easements.
-Peer Agencies: Providing a professional point of contact and "blueprinting" our model for organizations in other states interested in groundwater preservation.

Session Goals:
I would like to spend this 60-minute session brainstorming a lean digital "road map" with a volunteer. Specifically, I need advice on:
Content Strategy: How to translate complex concepts like "water bankruptcy" into engaging social media content for locals.
Platform Optimization: How to use LinkedIn more effectively to position our organization as a thought leader for other agencies.
Traffic Drivers: Simple tactics to move people from social media to our website or contact form.
Consistency: Tips for managing these channels with limited staff time.

Impact: Success in this area will help us protect vital groundwater levels and empower other regions to adopt our conservation model before they reach a point of crisis.