At our May Inbound Lunch Bunch, we gave association marketers more information and tools to focus their efforts on content marketing.
Megan Becker of the Electronic Retailing Association shared how her association's emphasis on providing interesting content and their use of HubSpot's calls-to-action, forms and tracking have helped them round up leads and turn them into members and buyers.
Suzanne Carawan, HighRoad's CMO (shown above at the event), gave a joint presentation with Megan. Included were some cool infographics to gauge where your members are at in their journey to engagement.
Using the member engagement funnel (below), you can classify your members into different engagement categories. You want to use your content to bring your members closer to the bottom of the funnel. Turning your most engaged members into evangelists for your association is necessary to bring in more members and more interest in your association.
We also discussed the benefits of targeting emails to fit each person's needs. You shouldn't be sending the same message to two members who are in entirely different sections of the member engagement funnel. If someone barely opens your emails, perhaps consider a re-engagement campaign. But if they're using your communications regularly, you should know what they're interested in and tailor your messaging to provide them with what they want.
In June, we'll discuss Using Inbound for Membership. You can access Lunch Bunch talks & materials and browse our other content at highroadu.