You’ve come to the conclusion that you are sending too many emails without any real lift in leads, conversions or ROI. Maybe you’ve been using the same technology to send emails for some time now and it is time for a switch, so you begin to explore the buzz around marketing automation.

As part of our HighRoad User training initiative, we offer office hours with a marketing expert once a month. Over the last few months, we have even narrowed that down and added an office hour session for all of the CPA Societies. In that session you can expect to find me, your Client Success Manager for many of the CPA Societies answering your questions, demonstrating new offerings, and troubleshooting technical issues. Often we also have my technical colleague on that call as well to help with any integration questions and more technical inquiries.

At the end of this blog you’ll walk away with the complete anatomy of what it takes to engage, share, and convert with a social media marketing plan. With any good social media strategy, there is a great content strategy behind it. So first, let’s consider what kind of new and fresh content you are creating on a regular basis. Usually the content is a blog - like this one! Another great initiative would be to create video on member testimonials for example. Then, create a blog based off that video, consider cutting the video into bite-size consumable pieces for social media sharing, and include the video on your YouTube channel and website homepage.

I’m sure by now you have heard of the shorthand for the buzzword user experience or “UX”. What is not clear is how it applies to everything that you do and how to go about optimizing for it. I am going to give you a couple of free tools and some pointers on how to incorporate UX thinking into your marketing practices for better ROI.

Whether it is for a product, an event, or gaining new members, one of the most efficient ways of attracting traffic and new leads is through digital advertising. And if your goal is to attract young millennials, then social media advertising is probably on your radar. Beyond the obvious - you need an eye-catching ad, with a powerful call-to-action, a hard-working landing page, and a form for lead capture - what actually happens behind-the-scenes for your ad to show? What do impressions mean and what determines the cost-per-click? There are many factors that go on beyond the tangible assets of a digital ad.