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:
Any growing business or organization that wants to have long-term success in today's digital world must learn to take advantage of digital content. While there is still value in physical business collateral such as books, brochures, magazines, informational pamphlets and the like, what's becoming a standard for practically every professional industry is for businesses to produce online content for a digital audience. If you're wondering how to best approach digital content for your business to ensure that it's helping rather than hindering your goals, here are 5 important rules when writing digital content:
Being able to target promising leads through the use of personas is a crucial part of any successful inbound marketing campaign. Compiling strong data-backed profiles enable you to target prospective buyers in a more focused and relevant way. With personas, marketing and sales teams are able to create targeted strategies which attract higher quality leads and allow for a faster transition through the conversion funnel. Our partner BrightInfo, has an article written by Alex Embling, that explains how data-backed personas can shorten the sales cycle.