Content is even more meaningful for associations because the general value prop for most organizations comes down to the 3 Cs: communications, communities, and most importantly, content.
From this perspective, content becomes the fuel for the entire operational engine, from marketing to sales to programming.
Truth for most associations—you’re sitting on a mountain of valuable data, but it often feels disconnected.
You know a ton about your members—what they like, what they’re good at, what their challenges are, and what they’d like to see more of. But the data you have is disparate across platforms.
So connecting all of this data in a holistic, actionable way is a challenge. You need a bridge to connect your technology platforms so that you, the marketer, can reach out to your members in thoughtful, data-driven ways.
Data-based marketing is nothing new. All marketing is based on some data. Before you reach out to any audience, you have to know a little about what makes them tick.
And everything you know counts as data. Their likes, their dislikes, their needs, their preferences. Their goals and the obstacles to their goals. All of these are data points that will help you produce a targeted, effective method.
Imagine if you could run every decision your association makes by your members and prospective members before you take action?
You would increase engagement in every phase of membership. Your messages and events would never miss the mark. You would fill up your programs faster and reduce wasted time and money across your organization.
What if I told you that there was a way to close that gap between this dream and the reality of your team's resources and capacity?
This is where your association's marketing personas come in.
What Is AN ASSOCIATION Marketing Persona?
Marketing personas are semi-fictional representations of your association’s ideal members, based on a combination of market research and data about your existing members. Personas help you internalize the ideal members you’re trying to attract, understand your members (and prospective members) better, and relate to your members as real human beings.
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!
Imagine being able to understand the people that visit your webpage on a deeper level. Imagine having the power to understand what they want, the ability to anticipate their needs, and the means to communicate with them effectively. This is the power of the persona! Here are the top reasons personas are so powerful: