Today we talk about Digital Marketing for Associations. Associations are the mainstay of the business community, however they encounter many challenges that other organisations and companies do not, mainly membership fluctuation and budgetary constraints. This is why creative and strategic planning is essential, especially when it comes to digital marketing efforts where there are so many options.
Digital marketing for Associations must focus on:
- Membership – past and present plus how to grow future membership
- Messaging – must be engaging, smart and efficient
- Budget planning – use web-based services and cloud communications
When it comes to membership, current member marketing consists first of all of staying in touch with your current members. Offering them opportunities to become involved with a good value proposition you can develop a loyal foundation that is mutually beneficial.
Related: Member Engagement in Association Management
When you take good care of your membership, stay engaged and help them grow their business through networking events, trainings/webinars, and even fundraisers. Make your members feel they are getting something of value out of their involvement.
Make your members brand ambassadors and equip them to go out and spread your message. These members can be your most valuable assets.
On the other hand, do not forget to invite your lapsed members to return. Reinstating lapsed members is an important part of any organisation. Research studies have shown that someone whose membership in an association has lapsed is far more likely to re-join that organisation rather than look for a new one to join. Conduct interviews, you may uncover problems that exist within the program or with what you are offering. Identify which members have inadvertently lapsed. Come up with incentives, benefits and special deals to spark their interest in re-joining your group.
Smart Planning is key for digital marketing for associations
Although there are many changes influencing the marketplace and cultural shifts are a cause of concern for associations, especially voluntary ones, with forward thinking, smart planning, and the ability to adapt to outside forces, associations can grow and flourish.
Related: Meeting Management: How to Organise a Conference with Roles Defined
As we approach 2016, associations must be proactive in embracing the digital age in planning their marketing strategy.
Download our White Paper to learn more about Digital Marketing for Associations. How to make your members brand ambassadors and thus helping you to spread the brand message. Find practical tips on how to reinstate lapsed members to your organisation and read about the issues of messaging and budget planning.
White Paper 6: Strategic Planning is Key to Effective Digital Marketing for Associations