lead-generation-growth-strategies
While I love launching anything new & seeing it work, I find it even more enjoyable when you can continuously perform. The road to mastery begins with a combination of humility, gratitude and the desire to always ask two questions:
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Ask event management professionals about how they actively promote their events, and as many as 90 percent of them will say email marketing is their top preference. Even though email marketing is a common, highly effective & reliable communications method for getting people to attend your event, it remains to be one of the most neglected in terms of the quality and effort that is put into it.
Here are some tips to enhance your marketing emails’ effectiveness:
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We have launched a new initiative called the Inbound Lunch Bunch. A series of monthly, informal get-togethers held at ASAE's JW Marriott Conference Center, the program aims to bring together like-minded people interested or practicing inbound. Each month, we'll cover a new topic and have designed the one hour block to be interactive and fast-paced. We will break into groups based on self-selected level of understanding of inbound so that you can easily network with peers and hopefully, find yourself an inbound buddy.
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How do you increase membership and revenue?
Automate. Everything. Period.
Why? So you can reallocate resources to analyze communication engagement metrics, collect data, test, focus on strategy to increase membership and revenue.
In our 2014 State of Digital Marketing in Associations Research Report (conducted by our partner Demand Metric, the leader in digital marketing research & analysis) 81% of association professionals who participated said email is considered the most effective tactic for association marketing. 98% said email marketing is the most frequently used marketing tactic. The email channel owners are Marketing/Communications hands down.
The HUGE elephant in the room we help identify for associations every day is how to merge the gap between IT/programmatic approaches to data/email automation and the Marketing/Communications team that creates content and launch Emails.
The end result is automation.
Bottom line, Marketing/Communications should focus on crafting stellar content once (on your website) and letting automation do your segmentation and launch the newsletter pulling content from your website. Publishing content on your website and recreating the content in a newsletter is a waste of your valuable time. Automation is the only thing that makes sense if your website has RSS feed capabilities.
Join us Friday, February 27th, 2015 for a webinar on automation using a HighRoad/NFIB real world case study to see how the ROI on automation will win you over.
Save time.
Save money.
Do good work.
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In his February 16 blog post, The Anatomy of a New Association Marketing Ecosystem, Dave Martin, ERA (Electronic Retailing Association) discusses how his organization has gone from what he terms as an AMS-centric "marketing ecosystem" to one that centers around their new marketing platform (Hubspot). The impact of this change has resulted in endless opportunities to market to members and non members alike. ERA was one of HighRoad's first Hubspot clients, using our +Plus for netFORUM integration product.
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My industry colleague, David Martin of ERA, introduced me to the concept of R&D--rip off and duplicate. As an association exec, he has provided great insight into how pressed for time he is and how much pressure he's under to constantly produce perfection. With a career spent in companies constantly seeking the almighty hockey stick growth curve, I can certainly understand the need to repurpose and utilize templates and tools that will help me speed my pace.
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