HighRoad Supports the ASAE Community Year After Year

The most recent buzz this December at HighRoad, is all about how we can grow the association space to begin the new trend of figuring out an innovative approach to how your associations national level and the affiliated local chapters, regions, special interest groups, are working together.

SEO is an important strategy to weave into your digital marketing landscape. It affects online visibility of your organization’s content in web search engines. “In it’s simplest form, SEO is the practice of growing your visibility and increasing traffic through organic search engine results” (Edgecomb, 2017).

When thinking about SEO, most organization’s consider keywords and lack to consider the quality of content that they are publishing. However, contrary to popular belief, that is not the case:

We get it, marketers are under immense pressure to prove results with their digital marketing efforts. We’ve seen the buyer journey quickly shift to almost entirely online where nearly everything is measurable. Marketers are often led to over report on marketing results like vanity metrics while also over-valuing the business results such as ROI, which can hurt digital marketing performance over time.

Modern Marketing
Marketing has shifted from newspaper ads and phone book listings to digital marketing strategy. Todays marketers are focused on a mobile first strategy, leveraging social media, marketing automation and email marketing.

We're one day closer to 2018 and as a way to wrap up the year, we're proud to sponsor the Top 40 Association CEOs of 2017 event which happens tonight in Crystal City. You can see the full list of association CEO winners.

Winning recognition as an association CEO is no easy feat in today's changing political and economic landscape. One of the areas that we see our clients' most struggle is in digital transformation and trying to figure out how to effectively compete in markets where for-profit companies are edging in for their share of wallet traditionally taken up by the association.

In 2017, we've seen multiple associations ask us for help in putting together a growth strategy based largely in digital to combat for-profit corporations. Associations have long understood the power and value of their brand, but have not had strong lead generation capabilities. The for-profit companies, on the other hand, typically are building a brand and are close to unknown, but have strong lead generation capabilities and agile market response times that allow for rapid growth.