Today, technology offers tools that enhance communication and allow greater personalization of the member experience.
Customer Relationship Management (CRM) systems allow associations to capture and analyze data about the preference and behaviors of members. With this information, associations can run marketing campaigns that will talk to the member’s needs. Be it an email of upcoming events or even specific social media ads, all these go a long way in making the members feel valued and appreciated.
Social media platforms have elevated the way associations interact with their audience. LinkedIn is great for professional networking, but META’s Instagram and Facebook give associations a more personal approach and are ideal for creating communities within the association. The key is to use these platforms to have genuine conversations with the community through messages and engagement and deliver posts and information that are enticing, interesting and geared toward members and the industry.
Creativity, The Secret to Effective Marketing
Technology can provide the essential tools, but creativity makes marketing memorable. Fresh ideas stand out as a key to capturing the membership’s interest and keeping it. It also can be a great recruitment tool for new members and to create a bit of #FOMO (fear of missing out!).
An association can showcase real-life stories of how it has positively impacted its members that connect with the audience emotionally. Simply put, that’s good story telling using communications vehicles like social media.
Videos, infographics, and even podcasts are excellent formats for bringing these stories to life.
But creativity doesn’t stop with content. How you deliver the message is what counts, too. Think outside the box to engage members with themed events, interactive social media campaigns, etc. A little creativity can make all the difference.
Technology x Creativity: The Perfect Pairing!
Associations can achieve outstanding results when technology and creativity come together. Let’s consider email marketing. Analytics tools can aid in determining the best times to reach members and craft personalized messages that will hit during high-traffic hours when members are online the most and messages will resonate. Combining this with creative visuals and a conversational tone will create a recipe for higher open rates and engagement.
Other examples include virtual events. Associations can create experiences, like interactive Q&A sessions, networking lounges, and live polls. These creative twists can become both informative and memorable.
Overcoming Challenges & Hitting the Mark
At times it can be challenging to adopt new technologies and strategies. Limited budgets, resistance to change, and other reasons can dismiss the ideas.
Start small and focus on one or two key areas, such as improving email marketing campaigns or boosting the association’s social media presence. The important thing is to keep moving forward. Try new things and stand out among the pack vs. being a follower in terms of adapting new technologies and strategies.
Remember, great marketing is more than just clever tools and campaigns. It’s about creating a sense of belonging and evoking emotional connections that retain members and keep them interested while recruiting new ones.
Read more about the world of Associations:
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