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Association Marketing

BAM! (Better Association Marketing)

Tools and insights to help associations get the most out of inbound marketing to retain members and grow revenue.

Adam Higgins

Blog Feature

By: Adam Higgins
July 23rd, 2020

As an association marketer, you likely have an e-newsletter that you send out to your members on a regular basis. This newsletter contains valuable information about upcoming events, opportunities for personal and professional development, and news in your industry.  All of this information is great, but it can be difficult to select the topics that are broad enough to apply to your entire audience yet specific enough to deliver meaningful content that keeps your members engaged

Blog Feature

By: Adam Higgins
March 27th, 2020

Suddenly working from home for more than one day out of the week? Are your office hours blending with your personal hours? Are you finding it difficult to focus in the midst of kiddie chaos? We hear ya.

Luckily, HighRoad was doing "remote" before remote was a thing. For over a decade, HighRoad has been spinning up products, providing consultative  and innovative solutions, and evolving our clients' digital stacks  straight from our home offices. You'd be surprised at the productivity and ingenuity that can happen in PJ bottoms.

That's why we happily bring you our Virtual Pro-Tips Series. For the next few months, we're going to share our virtual practices with you, all coming from different disciplines and perspectives.

Blog Feature

By: Adam Higgins
March 6th, 2020

We’ve all been there as consumers. We go to a website, place an item in our shopping cart, and then decide “Eh, maybe not. At least not yet.” We leave the page, we think on it for a few days, and maybe we come back or maybe we don’t. Maybe you’ve been on both sides of that situation, both as a marketer and a consumer.

 

As a marketer, you’re keen to get those people back, to reel them in, and to encourage them to complete their transaction. In the association world, this concept of “shopping cart abandonment” can become quite a bit more complex. Not only do members and customers place items in their shopping cart to purchase or abandon, they also may start taking an online course but neglect to complete it, or maybe they’ve taken the first step in an certification application but left it without finishing.  Conversion Capture, an Adestra add-on feature, is a solution that enables you to capture these individuals and market to them in a very specific way. 

Blog Feature

By: Adam Higgins
February 25th, 2020

There are many layers to our goals as email marketers. We want to craft well-written, high-impact messages. We want to send those messages to the right people at the right time. We want those people to actually read and engage with our messages. Thanks to standard reporting on most email systems, we have a pretty good handle on how well we’re doing with these goals. These four main KPIs (total sent, total received, total opens, and total clicks) have long been the standard for measuring the success of our email campaigns. However, these metrics don’t capture the overarching goal behind most email campaigns.

Blog Feature

By: Adam Higgins
December 10th, 2019

The top challenge associations reported with data was the difficulty in tracking it to marketing campaign results (often called data or campaign attribution). This makes marketing automation a must-have for associations. The right marketing automation platform, can help you generate leads, improve conversion rates, and analyze every step of the user journey — everything you need to see healthy membership growth. 

Blog Feature

By: Adam Higgins
December 5th, 2019

Are you struggling to get new technology approved that could help you reach organizational goals? Buy-in is one of the biggest hurdles for every IT upgrade project. Before you can put any of your great plans into action, you have to present your case to the executive team and convince them to invest the association’s resources in your new platform.