What if your association offerings were like cat nip to members and potential members? They rush to it. They actively engage in it. It makes them happy.
This is exactly the experience you want members to have, especially with the changing demographics of professionals. They consume information and socialize differently than they did within associations 20 years ago. If we know anything about digital marketing ideas, we know that you can adapt your outreach to become catnip to your members. Try these three things.
Help Them Browse and Shop
Your buyers are comfortable shopping online, and they do it with services just as much as with products. A GE Capital Bank “major purchase shopper study” found that 81% of buyers go online before talking to someone. They also spend an average of 79 days gathering information.
Your online presence should allow your members and potential members the ease of shopping your site, gathering information and resources and confirming the value of membership. Don’t have all your good stuff locked behind a “members only” wall. Your potential members need opportunities to browse and consider contacting you.
Some of the top resources we’re seeing on association sites include industry studies and survey reports, videos by current members and infographics that show the results and benefits of membership. Reinforce how your association is a critical avenue to their success.
Provide News and Listen for Trends
Marketing for associations is all about being a resource. You want to be the go-to source of valuable information. You do this by providing up-to-date news, but also by listening for emerging challenges or trends.
Your social channels are invaluable for providing this service. Don’t just promote the results of your educational events or conferences. Photos and videos are great to showcase your member culture, but also post legislative news, industry breakthroughs and studies relevant to your audience.
In addition, listen to your members for issues they are concerned about. Follow their posts and identify opportunities to create events, resources or articles and videos that address those needs.
Offer Multiple Points of Interaction
As your members go about their day, they consume information in different ways. They may use their digital notebook to read the news in the morning from various digests. Then they check their social networks. Later, they may listen to a podcast while exercising or driving. Your association marketing must consider how your members consume information at different points in their day. Provide your information in those multiple formats.
If you record your webinars, for example, turn that valuable information into a podcast series. It’s easier for members and potential members to consume while they’re on the go. The technology is available to easily transform an MP4 file into audio only.
In addition, you will find that some members prefer attending virtual events even as in-person events ramp up. Keep that hybrid option available, and think about how to make the virtual experience special and impactful.
Meet your members and potential members at the crossroads of their needs and lifestyle, and you will keep them coming back for more!