Are you having trouble connecting your marketing and communications teams? Do you understand the marketing tools you have at your fingertips? Are you interested in gaining insight on prospects and members? You are in the right place! Suzanne Carawan, Chief Marketing Officer here at HighRoad, exposes “marketing automation as a tool that can shed light on how individuals are interacting with all of your digital touchpoints—web, email, social and more—so that you can understand buying signals” in her webinar “The Digital Black Box: Using Technology to Bring New Sales Opportunities to Light”.

Social media is nothing new in today's digital marketing world. You’ve heard of all the big ones, there's Twitter and LinkedIn or maybe you’re using an Instagram account for your upcoming event, or you are regularly posting content every week to your Facebook. With the ever evolving world of technology that we live in, sometimes it is hard to keep up with the new terminology that seems to be going in affect every other week, and even harder to learn where and how to implement that terminology.

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.