The most common model of marketing in associations has inherently been multi-channel marketing. Nearly every organization and association practices multi-channel marketing, interacting with users on different digital channels and devices. Multi-channel marketing has a distributional approach of sending out information to users in a multitude of ways. Multi-channel marketing, although a traditional method of marketing, does not allow organizations to understand how the user connected, how to measure each interaction, or if the user had multiple touchpoints. Because of these shortcomings there has been a fundamental shift in mindset to focus on the user, also known as the U.

Membership is the life blood of associations.  Keeping membership levels up is imperative in order to remain successful.  Each year members leave, due to retirement, job change, or  any number of other reasons.  So associations must continue to recruit new ones. Membership recruitment tactics of the past no longer work.  It is now a digital world and so associations must employ digital recruitment tactics in order to keep membership levels high.  We have found an article at Aptify, written by Jennifer Barrell, that lists 5 tactics for growing association membership.  Using these recruitment tactics will increase membership and improve member experience.

As mentioned in my previous blog, Why We Love Metrics (And You Should, Too!), I am back to talk more about metrics! In case you missed it, metrics can provide associations with a valuable measuring tool to gain member insight for future action and implementation. Metrics can measure progress, quality, efficiency, performances, and more. In order to group metrics and turn them into insights, a framework gives a baseline on how to do so. The framework goes as follows; awareness, participation, engagement, advocacy. This gives organizations the ability to track and nurture users and better understand how they are interacting, and therefore, how to respond in an appropriate manner.

Today more and more organizations are implementing marketing automation in order to accomplish a number of marketing tasks in a more efficient and effective way.  The infographic below explains what marketing automation is, what it does, and how it works to increase success with your marketing campaigns.

Today most associations are undergoing (or on the brink of) a digital transformation. Adopting a marketing automation system is typically the first step towards their digital revival. This investment has the ability to amp up an establishment by increasing retention and conversion rates. However, to see results the user must understand not only what their Marketing Automation platform has to offer but how to properly use it! Many individuals jump into marketing automation and begin using feature functions without understanding the technology. This leads to ineffective digital marketing, frustration, and discouragement. Here are two tips to avoid frustration and get the most out of your MA platform.