Marketing your association can seem like a huge undertaking. You already have SO much on your plate: engaging your existing members, raising non-dues revenue, going back and forth between your board - marketing is just one more thing to add to the list.
But marketing doesn’t have to be a huge task. In fact, there are several little things you can do that will still have an impact on your association’s marketing. Check it out!
1. Clean up your website
Your website is the first point of contact people have with your association - so it needs to be in tip-top shape! Now you don’t have to do a total overhaul here, but make sure the basics are in check. Is your website copy up to date? What about your event calendar? Do all of the links still work? These are little things that make a BIG difference.
2. Optimize your email blasts
Email blasts are a great way to market your association. That said, they’re only effective if people actually read them.
So how do you get people to read your organization’s emails? Personalize them! (And don’t be afraid to add some personality.) If you’re emailing members (or prospects you have in your database), include their name in the intro. People are much more likely to read something if it’s tailored to them. (Plus, with an AMS, email personalization is SUPER easy to do. More about that here.)
One more tip: To ensure your emails get read, it’s CRUCIAL that you make them mobile-friendly. According to the 2015 State of Marketing Survey, 72 percent of U.S. adults send or receive personal emails via smartphone at least weekly. So if your emails aren’t mobile friendly, they’re likely to wind up in the trash.
3. Commit to social media
You may have a few social media accounts, and you may be using them occasionally, but are you using them on a day-to-day basis? If not, you should be. Frequency of use can make all the difference when it comes generating engagement and seeing results.
Not sure what to do when you get on social media? Well for starters, engage with your followers - or give them a reason to engage with you. Post a picture of your office, ask a question, or share an interesting industry-related article. You may not see a huge change at first, but over time, you should.
(Still feeling overwhelmed by social media? Check out our Small-Staff Guide to Social Media here!)
4. Build member advocates
This one can be a little tricky (as it’s not something you can just sit down and do), but if you CAN build member advocates, your marketing will improve ten-fold.
So the question then becomes how do you build member advocates? Well social media is a great place to start. If you can build relationships with people online, they’ll be more likely to share your content and sing your praises to others, which is invaluable from a marketing standpoint. (Note: That type of relationship building can also be done in online social communities.)
Now marketing your association is all about boosting recruitment, engagement, and in some ways, retention. Need help with any of those aspects? Check out our Ultimate Guide to Membership Management below!