As an association professional, you may be wary of inbound marketing. You already have so much on your plate, how can you possibly take on any more?
Well, what if we told you that you may be in a better position to take on inbound marketing than you think? Before you brush it off completely, check out these three inbound marketing facts that every association professional should know:
1. Inbound marketing is a good fit for associations.
When you first saw this blog post, you probably thought: I’m an association professional, not a marketing guru. Why should I care about inbound marketing? Well, as an association professional, you have the expertise that people are actively looking for. Why not use that expertise to attract more people and convert them into members?
Inbound marketing allows you to provide people with the exact information they’re looking for at the precise time that they need it. By tapping into that existing demand, you’re more likely to attract people who will actually convert into members. Plus, inbound marketing is pretty cheap!
2. Inbound marketing utilizes resources you already have.
When it comes to inbound marketing, you don’t necessarily have to start from scratch. Sure, inbound marketing relies heavily on content, but if your organization already has compelling content, feel free to use it!
For example, if your organization has a monthly or bi-monthly publication, digitize it so that people can find it online. Then take pieces of that publication and turn them into blog posts or videos. You’ll start to attract qualified traffic to your organization’s website without having to do much extra work.
3. The return on investment is much higher than other marketing tactics.
Have you ever tried measuring the ROI of a magazine ad? How’d that go for you? Chances are, not well since you were hitting such a wide range of people, all with different goals and interests. But with inbound marketing, all of the content you create and publish is (or should be) targeted to very specific member personas.
Member personas are semi-fictional representations of your ideal members based on market research and real data about your existing members. By focusing your efforts on these key individuals, you’re more likely to attract the right visitors from the very start.
Want to know about how your organization can use the inbound marketing methodology? Just download our free inbound marketing guide below!