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.

Many non-profit websites experience mediocre conversions because they send traffic to their home pages or to an ordinary page with a form on it. Driving traffic, whether through paid advertisements or social media campaigns, exacts a cost in either money or time. Of course, time is money if your digital marketing person is paid a wage or salary. Therefore, you want to make the most of your efforts by sending traffic to landing pages designed for specific campaigns.

My friends always have a hard time understanding what it is exactly I do; so I always start by asking, “Do you have a required certification you need for your job?”

And I’d say 30% of the time the answer is yes but if the answer is no, then I have to go down another path of questions: “Are you a member of an honor society? Are you a member of a professional organization? Have you heard of the NRA?” 

9 times out of 10 this will get me a yes, so from there I ask if they have ever received an email from one of these places, etc.

Did you miss out on last week’s webinar? Check out this recap of “Evolving Your Marketing Technology Stack to Drive Business Results – Personify”. Suzanne Carawan, HighRoad Solution, and Dave Sherman, American Optometric Association, walked through a case study of AOA’s journey to marketing bliss by taking initiative in the digital marketing world to generate revenue in their own organization!

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.