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Category: Digital Marketing Ideas

Best Practices for Digital Ad Campaigns

If you’re reading this, you may have made the decision to maximize your online presence by investing in Google Ads. Or, maybe you have been using Google Ads for some time but want to change them up to improve their overall performance. Let’s talk through best practices to create engaging, persuasive and reputable online advertisements.

READ: How Google Ads Can Support Business Development

The Importance of Versatile Ads

When investing in Google Ads, you want these ads to be placed in front of people that are interested in information related to your firm or association’s services. Your goal is to attract people to your website that need our help.

When creating a Google Ad, you have the ability to create multiple headlines and descriptions. Google is an intuitive machine that will then interchange your headline and description based on what someone is searching for online. The keywords that you implement into the ad content should attract people who are actually searching for information related to your services. If you have been using the same ad copy for a while, it might be time to change the headlines and descriptions to better reach your target audience through refreshed keywords and phrases.

READ: 3 SEO Boosters and How to Implement Them

Create an Engaging Landing Page

Think of the landing page associated with your online ad as the face of your organization. How do you want new website visitors to view your brand or services when they visit your website for the first time?

Tips to make your landing page engaging and effective:

  1. Deliver on the ads promise. Does the landing page provide information a viewer would expect to find based on the content of the ad? Make this information front and center so it can’t be missed.
  2. Create engaging content. Instead of the usual, printed copy on a page, turn your message into a video to better explain your services or upcoming event. Create a downloadable resource to share, or display a case study. These engaging content ideas better position your firm or association as a thought leader by displaying your expertise, and by making your message memorable.
  3. Make it easy to reach out. Create a contact form for website visitors to fill out if they want to get in touch. Visitors that click through your ad and land on the website are potential leads. Collect contact information to follow up with them and add them to your newsletter. This follow-through helps you stay top-of-mind when they are ready to become a client.


Ask yourselves these three questions when designing an ad landing page:

Google prefers to showcase ads with landing pages and that have these three factors: relevance and original content, transparency and navigability.

  1. How will a visitor navigate the page? Design your landing pages with your target audience in mind. Encourage engagement and navigation to other areas of the website.
  2. Are you providing clear information? Be direct and upfront with the information and services you want to highlight on each landing page.
  3. Is your landing page relevant to the ad? Use similar keywords and phrases on the landing page as you do in the ad. Assure visitors that your information is what they were looking for.

The Impact on Quality Score

The relevance of an ad and an engaging landing page do make an impact on your ad’s overall performance. These elements are critical to making your Google Ads a success because these elements impact the ad’s quality score. Quality score is Google’s rating system to show you how user friendly your ads, landing pages and keywords are. This rating is represented on a scale from 1 to 10, with 1 being the lowest and 10 being the highest, or best performing. If your ads have a lower quality score, they are less likely to be placed in front of people searching for services related to what you have to offer.

You can improve an ad’s quality score by creating specific landing pages for each ad you have. Meaning, don’t link to the same landing page for multiple ads. Quality score can also be improved by using relevant keywords. Just like we mentioned before, make sure your ads are relevant to the landing page you’re directing them to.

We hope you now have a grasp on how to make your ads relevant, how to make the landing page engaging and how these elements impact your ad’s overall performance. With these tips in mind, your ads and web content will encourage new visitors to engage with your firm or association, supporting your business development strategy.

Curios to learn more SEO tips? Check out our SEO Checklist, a tool designed to help you improve conversion.


 

How Are Your Digital Campaigns Performing?

How effective are your digital ads?

You have probably implemented digital campaigns into your marketing strategy, but do you routinely monitor them to see how they are performing? Monitoring results allows your firm or association to keep a pulse on what’s working and what’s not. If you’re seeing positive results, keep doing what you’re doing! But we all usually have areas we want to improve and business goals we strive to meet.

Implement these quick takeaways to improve common problem areas in digital campaigns.

1. Improve Open Rates

Encourage more people to open your email campaigns by grabbing attention with your subject line. The subject line should be a brief summary of the information in your email or newsletter. Best practice is to keep your subject line no longer than six to eight words, or 60 characters.

Try A/B testing to see what subject line resonates with your audience. A/B testing allows you to create two or three subject lines. Your email marketing platform will monitor how each subject line is performing with a small segment of your email list, and then distribute to the rest of your audience using the subject line that performs the best.

Try incorporating numbers or questions into your subject lines to catch the reader’s eye. “Have You Registered for Our Webinar Series?” or “2 Tips to Make Tax Filing Simpler” are examples of how to make your email stand out.

2. Click, Click, Click

In any digital campaign that you have; whether that’s an email, Google Ad or social media post, you want people to click on the links that you’ve included. These links should drive viewers to your website to learn more about your firm or association. But how do we get them to actually click the link? It’s not always as easy as we hoped!

Here are a few quick tips to get people clicking on your digital content:

  • Make your digital campaign and website mobile friendly. We are all on-the-go. Some people clicking on your google ad or reading your email will be on their phone. Having a mobile friendly site ensures your new visitors won’t leave right away.
  • Incorporate images. Digital content with images tends to have a higher click rate.
  • Encourage clicks by offering more information through the link. Use words like “learn more,” “download” or “check this out” in your call to action to spark interest.

3. Follow Up with Leads

The purpose of your digital campaigns can vary, but at the end of the day, we all want our marketing strategy to support new business development.

You loop people in with an intriguing subject line or header, the engaging link makes people click, but now what? Offer a resource to position your firm as a thought leader and to collect contact information. Once you have this contact information, it’s so important to follow through with these new leads. In our latest podcast, Marketing Made Simpler for Busy Professionals, we share tips to make business development a priority, such as setting aside specific time to reach out in your calendar. It’s a task that can’t be passed up. Get to know how you can support them and become top-of-mind when they need your help.

Start incorporating some of these best-practices today and monitor your results to see the improvement!

Integrate Google Ads into your business development strategy. Here's how!

Cover slide from video "Prime Your Website for Effective Digital Marketing".

Prime Your Website for Effective Digital Marketing

Your website can attract new leads. In this video, our Lead Design Consultant shares three ways to make sure your website is set up to support effective digital marketing tools. Use your website to support business development by having an up-to-date customer relationship management (CRM) system, integrate an email campaign series and create engaging landing pages. Check out this video to learn how to keep your website up-to-date to support these digital marketing strategies.


Read the transcript: 

Is your website ready to support digital marketing?

The biggest issue I deal with lately is websites that have out-of-date structures. It’s difficult to add new landing pages or forms for marketing campaigns when the back-end tools are outdated.

There are solutions. Sometimes you just need simple maintenance, but other times you might need to develop a new website.

Let’s assume your website is in good shape. How else can you prime your website for effective digital marketing? Here are three tips. 

  1. Maintain your CRM.

If you have a customer relationship management system tied into your website, make sure that client information is up-to-date.

Also, conduct regular maintenance to keep the integrations functioning properly between your CRM and website.  

  1. Use the email automation tools.

Map out each message in your email campaign series so you can address any pitfalls that may come up.

Once you read through it, you could be missing some integral content. You want recipients to take action rather than drop off.

Also, ALWAYS test the campaign with a colleague to make sure everything works as it should, and that each email feels personal.

Don’t forget about subject lines and pre-header text. Subject lines should be less than 42 characters to show up in the email field and create interest.

The subject line is very important to persuade the recipient to open your emails, click to your website or take some other requested action.

  1. Set up a landing page for campaigns.

Less is more in this case. An effective landing page keeps the content simple so that your offer or downloadable resource is front and center.

To get more visitors to engage with you, only ask for the minimum information you need in a request form. Name, email and maybe their company.

Well written digital ads, emails and landing pages show that you understand the market you want to serve. Your resource should also relate.

Make sure it’s something that a lead in that market will find valuable. Valuable enough to share their email with you. 

One final tip. Don’t forget to schedule a follow-up email for anyone that downloads your resource or fills out a form. It’s so important to respond immediately to these leads.

Your website can attract new leads. Be ready with a well-maintained website and your digital marketing strategy.

I’m happy to help here at Ingenuity!


Is your website looking a little neglected? Check out these tips to help communicate maintenance and design needs with an outsourced consultant. View this video directly on YouTube.

 

How to Leverage Virtual Events in 2021

With fewer opportunities to connect face-to-face with clients, prospects, referral sources and coworkers, many firms and associations have found ways to connect virtually. Thanks to modern technology, we are able to continue reaching our target audiences online and just as effectively as in-person interactions.

If you have already started to incorporate virtual events into your marketing strategy, you know how much time and effort is needed to make these successful and worthwhile. Let’s talk through how you can continue to promote past virtual events to further expand your reach into the new year without having to reinvent the wheel.   

Share on Social Media

Utilize your firm or association’s social media channels to spread the word about previously recorded virtual events, trainings, videos or podcasts. The content you have already recorded can still be an engaging way to connect with leads well into the future. Sharing these recordings showcases your teams’ expertise on social media. It will also encourage your followers to learn about the work that you’ve done in the past and keeps your firm or association top-of-mind moving forward.

By posting these previously recorded events on Facebook, Twitter, LinkedIn and YouTube, you’re creating a library of resources for your target audience to reference in the future. What better way to stand out as a thought leader and provide accessible information?!

Social media tip: Ask the individuals presenting at your virtual events to share the recordings on their personal social pages. Their followers will be interested in this content which can expand your reach even further.

Utilize Other Creative Outlets

Your target audience is consuming information in new ways because of this virtual environment. It’s important that you stay up-to-date with how people are learning about your services, upcoming events and where they go to find new information.

Did you know that if you record a webinar, video or even a meeting, you can turn that content into a podcast? All you need is an audio converter software program, which transforms your video into a MP3 file. Once you have the audio file downloaded on your computer, you can edit this file to add an intro, outro and make any other audio edits.  Display the finished product as a podcast on your website, share on social media and make available on other podcast sharing platforms.

It’s also possible to transform videos into blog content! Viewers who would rather skim through the content of your video or don’t have the ability to access audio can read a new blog with the same content instead. Take your video and create a transcript using a tool like Rev.com. After reviewing the transcript for any errors, you have already created a new blog post for your website with minimal extra effort. 

Encourage Virtual Business Development

All of the content you work so hard to create (trainings, videos, blogs, podcasts, social media posts, etc.) prove that you’re a thought leader within your industry or niche. Encourage new business by sharing these resources far and wide. Share these resources during a sales pitch, display on your website and use them to encourage future speaking engagements. Showing that you have experience communicating your industry knowledge through these virtual platforms will expand your reach and business development opportunities.

Looking to boost your digital marketing efforts in 2021? CONNECT WITH OUR TEAM TO INCREASE YOUR VISIBILITY.

Stay in-the-know. Give Ingenuity Marketing Group a follow on Facebook, Twitter or LinkedIn to stay on top of emerging marketing trends in 2021!

Find Quality Engineering Leads Using Social Media

Have you ever wondered how people are searching for information about your firm online? One of the most powerful ways to share your firm’s story is through social media! When someone decides to search Google for your engineering firm, chances are your social media channels pop up right away. Because social media is becoming increasingly popular, these platforms are a powerful tool to allow firms to connect, generate leads and position themselves as thought leaders.

Let’s talk through four reasons why your engineering firm should be using social media and how to incorporate it into your regular content marketing routine.  

Social Platforms Boost Brand Awareness

Social media is a powerful way for brands to maintain client relationships while having the opportunity to be found by new leads. Your firm’s social pages can become a way to engage with clients at every stage of their journey with you. Whether they are prospective leads or current clients, your social media visitors can engage through comments, ads, video and firm updates.

As your firm gains followers on social media, routinely posting allows your brand to stay top-of-mind. Your followers are interested in your content, and more likely to engage with you as you post more frequently. Social media is also a great way to connect visually with your followers! Create videos and images that represent your brand and specific projects you’re working on.

Incorporate Social into Your Routine

Let’s not sugar coat it. Your firm creates a lot of valuable content to highlight your work. Use social media as a space to share blogs, videos and other content you’ve worked hard on, such as project updates and information about your firm’s culture.

Sharing information regularly (we recommend 2-3 times a week on your selected social platforms) makes it easier for people to see it on their feed and find information they are looking for on your pages. Most importantly, active social media pages encourage your followers to share the content you post! By creating something “shareworthy,” your firm can extend its reach.

Maybe your firm dabbles in social media, but you’re not posting regularly. Make a plan to consistently keep these platforms updated, keeping your followers in-the-know and to position your firm as thought leaders within your industry. You’ve already made the content; now how can you make posting to social part of your normal marketing routine?

READ: LEARN HOW THIS ENGINEERING FIRM USED SOCIAL MEDIA TO GET MORE CLICKS TO ITS WEBSITE

Utilize Social Media to Satisfy Business Objectives

Your firm has big goals! Now more than ever, social media is a way to help you achieve them. Looking to generate more leads? Wanting to connect with employees in the new virtual age? Hoping to become known for your construction, engineering or architecture work? Want to stand out in niche areas? Be more social!

You have the ability to focus on certain topic areas on social media, helping you stand out against competitors. Social media platforms are a great resource for your firm to connect with other thought leaders in the industry, reach new clients/project partners and engage with referral sources. Use these platforms to highlight your firm’s experience in creative and engaging ways.

In addition to better supporting your firm’s social media pages, encourage leaders of your firm to engage with important prospects or clients through their personal pages. Use social as a way to remain connected and aware of what your potential clients care about and how your firm can support them in the future.

Earn Quality Leads

Social media is a way to engage with quality leads because your best followers will care about the topics you share and post regularly. Potential leads are people who follow your firm or who follow the leaders at your firm. They engage with your content and maybe they have already sent a direct message to your firm through social. Here are some ways to make sure quality leads can get in touch:

    • Provide contact information. Your contact information should be up-to-date and readily available on all of your social media profiles, highlighting how your firm prefers to receive inquiries—whether by phone, email or a link to a contact page on your website.
    • Add direct links. Wherever possible, make sure each post has a clear link and a tempting call-to-action. The majority of the links used on your firm’s social media channels should be encouraging followers to visit your website for more information, and they should align with the firm’s business objectives.
    • Take advantage of lead gen forms. Certain platforms offer a paid ad format that’s specific for lead generation. Anyone who clicks on your ad can submit their contact information with the click of a button. Your firm can reach out and connect with these quality leads in the future. 

 

Other ways to find quality leads on social media include joining Facebook or LinkedIn groups, following hashtags and industry influencers, and monitoring who regularly engages with your content.

Now you know more about the power of social media! It’s time to take advantage of this tool in constructive ways to increase brand awareness, meet business objectives and generate quality leads.

Want more content marketing tips? Check out our Create a Content Marketing Strategy That Keeps on Giving blog for ideas to boost your strategy.

3 SEO Boosters for Accounting Marketing

Let’s geek out for a moment, and we promise that it will be a great benefit to your accounting marketing success. There are three SEO boosters for accountants that we see firms miss all the time – but you don’t have to!

Page Titles

Let’s talk about page titles

There seems to be a misunderstanding about the difference between “page titles” and web page headlines. Too often, the page title is just a duplication of the headline on a web page. This is a disservice to ‘bots and humans. Here’s why.

The tabs at the top of a web page show your page titles. They should tell the viewer what the page is about and should be 60 characters or less, including spaces, so that it’s easy to read the tab

Your page title also shows up in search results (the purple headlines below), and it helps the search engines determine if the content you promise matches what the visitor wants. It also helps humans quickly scan their search results and choose to click. The right page titles encourage clicking on your site.

SEO Booster Tip #1: Write a page title that is different from your content headline when creating new blog copy or web content marketing. Make sure that it “sells” your content appropriately and uses the right number of characters to convey your topic. Build the page title into the back end of the web page, so it is unique to that page.

Keywords in Web Content

Keywords aren’t just for the back end of your website. Where appropriate, you should include your top keywords in the body copy of your web content such as introductory copy, blog posts, bios and careers pages.  

Don’t assume that search engines will organically find your services without some keyword bread crumbs. But also, add the keywords so they make sense when reading the copy. To prove our point, we’ve highlighted keywords in the body copy below because you wouldn’t notice them otherwise. They just blend into the story we’re telling.

Also, while you may rank for a keyword that is misspelled, don’t misspell it in your body copy. And don’t “stuff” your copy with keywords so it becomes a mess of terminology with no value to the reader.

SEO Booster Tip #2: Be clear on the keywords you want to rank for based on your web analytics and business goals. Brainstorm topics that match those keywords. Write your content, then proof it for areas where a keyword makes sense to include in the body copy. This approach is easier than trying to write around your keywords in draft 1. Give yourself SEO bonus points if you can use a keyword in your headlines, too!

SEE OUR COMMUNICATIONS CONSULTING SERVICES

Calls to Action (CTAs)

Too many accounting websites entice visitors with good information, then miss the business opportunity to invite visitors to explore further. Think about the things your buyers want. How should your web pages lead them to take action? 

You can use your standard CTAs:

  • Contact us!
  • View our services.
  • Sign up for our newsletter.
  • See our work.

Now let’s get creative. As more people use their mobile devices to “scroll” your pages, you could offer several calls to action throughout one page:

  • Related video to view
  • List of hyperlinked services
  • Related blog posts
  • Downloadable resources

How do you make the exploration easy and interesting? Emphasize page design just as much as your SEO integration. Include a mix of copy and relevant visuals that make a positive impression.

SEO Booster Tip #3: Ask your website users to get to know your firm better and get connected for a continued conversation offline. Your website can do that with the right calls to action integrated throughout your site, persuading your audience that you are the accounting firm for them!

VIEW INGENUITY'S DIGITAL MARKETING SERVICES

You may also enjoy our video about important technical updates to improve your website’s visibility and performance.


 

 

What’s a Social Media Brand Ambassador Program?

Your long-term clients know the ins and outs of your services, and they may serve as referral sources. But have you thought about how your dedicated clients can support your brand on social media?

Social media is a powerful tool that can help your firm generate quality leads, and it should be part of your business development strategy moving forward. One way to have social media support your firm’s branding process is to incorporate brand ambassadors to further your social reach. Ambassadors speak highly of your brand, services and events on their own social media channels. They can provide quick shout-outs to your firm or association, highlight upcoming events or timely services, and recommend your brand to their social media followers.

Here are three key elements to start building your own brand ambassador network to generate quality leads.

Who ‘Likes’ you?

On your social media channels, you may notice certain individuals who are consistently ‘liking’ or sharing your posts. This is one easy way to identify who is naturally falling into a brand ambassador role for your firm or association.

Check out your @mentions, post likes and comments to see who is already promoting your brand. You can also see who is using any of your company or industry-related #hashtags. If there is a particular client that you routinely recognize on your social media channels, chances are they would be a good candidate to become a brand ambassador.

Maybe you’ve noticed that people who ‘like’ you on social media and share your content are mostly employees of your company. Some of your employees should be brand ambassadors based on their public reputation or status. While you will have employees that you encourage to share information about your brand on social media, it’s also important to have a dedicated client serve as a social media brand ambassador to give a unique perspective to your services and products. Having a mix of perspectives allows you to speak to different audiences, which can help gain new referrals.

VIDEO: WHY YOUR NEW LEADERS SHOULD GET BRAND TRAINING

Remember, when your employees are active on social media, touch base with them to make sure their personal channels are professional representations of your brand with up-to-date competitive messaging. Review your social media policy with them

Criteria for Brand Ambassadors

You don’t want just anyone, even if they do engage with your content, to become your brand ambassador. Think about these key factors when determining who you want to represent your brand on social media.

  • Current Social Media Following Are their followers your target audience? If not, they are not a good brand ambassador for your firm. Also look at the size of their social media following, how their audience engages with their posts and if they naturally use a tone that you think fits your brand.
  • Dedicated Client or Referral Source Can they speak specifically to your service experience? Make sure an ambassador you select knows all the ins and outs. It’s much easier for you and your future ambassador to already be familiar with your brand instead of teaching or training them. This also makes their promotional efforts more authentic.
  • Networking Opportunities ­­– Make sure your brand ambassadors have networking opportunities on social media. Chat with your brand ambassadors about what social media networking groups they participate in and how your brand or service could be shared amongst those groups.

Guidelines to Move Forward

Since the brand ambassadors you’ve identified already understand your firm or association, you may not feel like you have to tailor specific messages for them. But being clear about how you can work with each other will help you avoid misrepresenting your messages or brand on social. Here are a few tips for professional service firms and associations to build long-term relationships with brand ambassadors.

  • Regularly discuss topics or upcoming events that you would like to see brand ambassadors promote. Here are a few examples of how your services or events could be shared on their personal social pages:

“If you missed ABC Construction’s webinar today on land surveying, you definitely want to watch the recording! I learned so much about the process and plan to share many take-aways with my own team. Here’s the link: [insert link to recording]”

“Planning for my individual and small business tax returns was made easy this year because of the counsel I received from 123 Accounting. Check them out for expert advice! [insert link to company homepage]”

  • Clearly identify how often you would like your brand ambassadors to be promoting your brand. Maybe set a standard of two posts a month.
  • Give back to your brand ambassadors! Offer a free service, conference registration or webinar to thank them for promoting your brand on their personal social media channels.
  • Create a ‘thank you’ post from the firm’s social media account to publicly recognize them. This is an easy way to boost brand loyalty for your firm and the individual promoting your work.

Social media is a powerful way for potential clients or members to learn about your brand and services. Don’t miss out on this opportunity to share what’s going new at your firm or association. Learn more about how you can with your target audience through social media.


 

Dice with social media icons on the top of them.

Social Engagement Article Published in National ASAE Magazine

Dice with social media icons on the top of them.

We contributed an article for Associations Now, the national magazine of ASAE. This is the primary publication for executives and leaders of professional associations.

Below is the article in its entirety, and you can also read it on the ASAE website.

Engage New and Potential Members Through Social Media

Social media has so thoroughly penetrated our daily lives that you may have put your social strategy on auto-pilot. That’s a mistake. Follow these tips to make sure you’re maximizing your reach and relevance among audiences that don’t yet know you well.

Social media is now baked into most associations’ communications strategies. Your active presence on social media helps your association appear higher in search results across the internet, which can lead to higher visitor engagement on your channels. But that’s not all. Content that is relevant and focused on the visitor also adds value to your new and potential association members—people you need to engage effectively to bring them fully into your community.

Put yourself in their shoes. Consider what social media content would capture your attention if you were a new member or prospect of your association. Build those topics and resources into your social strategy, whether it’s legislative news, event reminders, fun images of member involvement, or features and benefits of membership. Invite new members to follow your channels and explain the benefits, and then maintain a regular posting schedule of communications so they get in the habit of seeking your channels for timely and relevant information.

Your social media strategy should include posts on individual leader profiles. When key leaders comment on topics of interest to members, celebrate member achievements, or highlight resources of interest, this significantly expands your relevance to new members and reach to potential members. 

Conversely, less frequent posting and less engagement downgrades your social rank. if members don’t see your posts anymore, that’s not good.

Association Research Steps to Success

Here are a few more considerations for better engaging with your audience, adjusting your approach, or adding a new platform to maximize your visibility.

Know your audience. Address the pains and concerns of your prospects and members with a solution to solve their most pressing issues. To do this, ask yourself the following questions: What types of content resonate with them the most? Do they respond most to posts that highlight other members, or do they prefer topical articles or webinars and other event information?

Understand your current engagement. Conduct a regular analysis of your social media channels to identify the most effective channels and content. You may find that what works on LinkedIn does not generate the same engagement on Facebook or Twitter. Does your audience spend time on the social media platforms you are currently using? You will gain insights on how best to focus the strategy for each social channel if you dive into their specific analytics.

“When key leaders comment on topics of interest to members, celebrate member achievements or highlight resources of interest, this significantly expands your relevance to new members and reach to potential members.”

Be bold and try new things. If you are not sure about trying a new approach on Facebook or Instagram, test it out to see how your audience responds. Whether theylove it or it falls flat, you have tried something new and you now have clues on how to proceed.

Test out new content types. Posting links to your blog articles is great for your website’s search engine optimization, but adding a variety of content types can help capture the attention of your audience through their preferences. Some people prefer a video to a blog post. Some would rather listen to a podcast during their commute. 

Social Media Technical Tips

A few technical hacks can boost your success with social media. Create actionable and concise posts on your social media channels, but maximize your post character count, use appropriate hashtags, and tag members to expand your audience reach and post engagement. Hashtags and tagging can expand your reach beyond your own followers. These are searchable features on social media, and clicking on one will show all the posts on that social channel that use that specific hashtag.

The goal is not to be unique in your selection of hashtags, but to use common ones so you appear in the feeds of a broader industry or professional audience. The exception to this is if you are creating a hashtag that promotes your brand that you also want your members to use. Then your members can become your hashtag ambassadors.

When you tag new members, the posts can appear in the feeds of the members’ own connections. This tactic improves your brand awareness and could bring new prospects to your social channels. Additionally, when you tag others, they may return that action and tag you in their content. The more you engage with your social media followers by liking and commenting on their posts, the more they will engage with your association.

The one constant with social media is that it is constantly changing, with adjustments to search algorithms, user tools, and channel layouts. World and economic events may also necessitate fresh approaches to your social communications as you advance your strategy. Be the social resource your members and prospects turn to and prefer.


Speaking of a preferred association, we had a lot of fun with this branding project for the Wood Component Manufacturers Association. See our Work here.

You may also be interested in this video with 4 Ideas for Association Marketing.  

 

4 Ideas for Association Marketing Video Header

4 Ideas for your Association Marketing

Build your digital presence as a professional association by being a member resource as well as strategic with your marketing visibility. In this video for association marketing, Principal Dawn Wagenaar talks about four ways that professional association leaders and marketers can ramp up their outreach to existing and potential members.

It’s more important than ever to be visible to your audience online. Learn how.

Sign up for Ingenuity’s monthly newsletter to stay up-to-date on marketing trends.


Read the video transcript:

Association marketing is an exciting and challenging place to be, whether you are new to associations or a longtime leader.

The race to attract and retain members has ramped up. Many associations have also had significant leadership changes. The technology for marketing has also changed.

This presents an opportunity. And I want to introduce four ideas for you to consider in your association marketing. 

The first is a digital ad campaign. You have to approach it a little bit differently compared to print ads, but digital ads can work really well for attracting members.

For example, consider a LinkedIn ad campaign where you offer a valuable article or white paper when they click your ad. You can capture emails when the downloadable content is really enticing.

The second idea is DIY toolkits. Send an email that introduces a valuable toolkit to prospective and current members. The toolkit should help them navigate a common need or issue in their industry.

Here are two other ideas that kind of link together. It’s about going virtual.

You can set up virtual coffee meetings with potential members, and send them a coffee card to sweeten the deal. Or, expand your reach from a traditional conference or tradeshow and optimize virtual events. Take questions prior to the event to ensure livelier engagement. Book virtual “rooms” for small group discussion.

These are just a few ways to get creative with your association marketing. Call me at Ingenuity if you have questions or need help. 

See this related blog post about fostering brand loyalty. Don’t miss the link at the end!


5 Effective Email Nurturing Sequences

A graphic showing a sequence of emails.

If one email to a new business lead is good, are more emails even better? Not so fast. Here’s why your email marketing could use a makeover.

Email marketing for professional services isn’t like product marketing. People don’t change service providers very often. They also don’t choose a provider based on one or two emails. But email does help you stay in front of them until they’re ready to entertain a change.

Email marketing is still an effective brand positioning strategy for high-growth firms. However, those high-growth firms are probably using email nurturing sequences to automatically stay in touch with leads until the lead is ready — and excited — to have a conversation.

What’s an email nurturing sequence? Read more here.

Email nurturing sequences are a conversation. You are pointing out common pains and providing informative ideas and resources by email over a short period of time to keep the lead interested.

As every good professional knows, timely nurturing of the relationship leads to more new business. Designed correctly, these nurturing sequences can be automated but still feel like a series of personal emails from someone in your firm or organization.

Try This: 5 Effective Nurturing Sequences

Here are five options to turn your email marketing into a nurturing conversation that drives lead conversion. If you have a CRM and marketing automation software, you can automate your email sequences to run 24/7 whenever a visitor is searching for your services.

1. Set up a welcome sequence.
Let’s say a new lead comes on your radar by downloading an article or signing up for your newsletter. Set up a nurturing welcome sequence that introduces them to other resources through a series of automated emails and links. Make the emails friendly, short and to the point, and schedule out three or four over a few weeks.

2. Add sequences to new resources and events.
Don’t miss the opportunity to keep the conversation going once people download your resources or attend a webinar. These actions can trigger a follow-up series of emails. Create these nurturing emails at the same time as your resource or event content so that they relate well and entice people to contact you.

3. Create nurturing sequences for stalled conversations.
Maybe a lead went quiet or didn’t engage as you had hoped. Create an “inactive” nurturing sequence that acknowledges, “Now may not be the right time to connect, but I still value your interests and want to stay in touch.” Send them links to content they may have missed.

4. Use a nurturing sequence to optimize your list.
Over time, your database may become stale with old contacts that aren’t a fit, but haven’t unsubscribed. Send a series of emails to invite people to re-engage or to let you know if they wish to be removed from your list. Sometimes that “invitation to part ways” is enough to get a new conversation going. But it also cleans up your list in a friendly way.

5. Segment your sequences.
To personalize your email marketing while also automating it, create nurturing sequences that entice leads for a specific service or industry niche. Address common pains that you see among existing clients, and then show these new leads how you solved the problem. Three short emails can offer links to case studies and representative examples.

Remember, email nurturing should not involve hours of long email writing — or more than a few emails per sequence. The content can be written like a short voicemail, but you and your team don’t have to spend time leaving hundreds of them.

Besides keeping the emails short, point people to their next possible step in the conversation. And be patient.

Written correctly and timed strategically, email nurturing sequences will get the right leads interested and contacting you!

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