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Emily Nash

By: Emily Nash on December 22nd, 2016

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The ABC's of marketing automation for associations

Marketing Automation

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

 

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The basics of Marketing Automation for associations begins with understanding all the capabilities imbedded within the robust platform and what they can do for you as an associaiton and your bottom line. Marketing Automation takes into consideration every touch point an organization can have with a potential and current member or customer and houses those data sets into one place. Rather than having, say 20, tabs open to perform different aspects of the digital marketing mix, Marketing Automation comes in to retain all that aggregate data into one place. And yes, Marketing Automation goes beyond mere email marketing and into your search engine optimization (how your page is found organicaly through a search engine), and search engine marketing (the practice of showing up on the first search engine results page through paid ads, keywords, with the goal of converting), landing page creation, social media marketing and monitoring, and more.

Marketing Automation ties all these programs together into one platform and allows for greater operational efficiency, insights, and lead generation. The key differentiator is you begin to create a digital footprint of every new and existing member in one place, which leads to greater reporting and revenue.

The majority of associations today are equipped to do one thing very well: They offer value to their users who are already members. There are a few hitches to retention-driven email marketing though. While maintaining an organization's members, there is inherent degradation over time of an email list, memberships expire, and overtime retention-only marketing efforts reach fewer individuals. But the biggest pitfal to transitioning to a Marketing Automation platform is falling into the trap of never fully integrating.

Having a partner to help you integrate into all of the capabilities within your Marketing Automation platform will serve you to then help you greater serve your potential and current members. With greater capability, comes greater responsiblity. Within the Marketing Automation platform lies rich data about the experience your potential members or customers are having with each aspect of your digital marketing campaigns.

Marketing Automation eliminates the blast mentality and implements a drip marketing method. It goes deeper than open rates and click-through-rates and delivers conversions. From discrete metrics, the Marketing Automation platform allows a cumultive look into each email contact. It is a much more drilled down, one-to-one, personalized approach, which ultimately provides greater value to your members. Finally, and most importantly, it is revenue-driven and not retention-driven.

It is meant to - at once - simplify your hundred-tab mentality and quantify your leads to help you make data-rich decisions that creates ultra personalized communication.

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About Emily Nash

With a unique background in start-ups-to-studios, and consulting-to-corporate settings, Emily specializes in solving for unknowns, pioneering new services, and collaborating with marketers and strategists. In her community, she served on the board of American Institute for Graphic Arts as their Communications Director to help promote networking and mentorship opportunities for area designers and creatives. She’s also a co-producer for Rethink Association, a podcast for associations.