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Are Your Vendors Engaged? Would You Like Them to Be?

Are Your Vendors Engaged? Would You Like Them to Be?

Rumor has it, in some association circles, trade show attendance is struggling. This could spell trouble for how vendor members find value in belonging to your organization. While some industries may be feeling the pain more than others, it is never a bad time to think about the ways you are engaging your vendor/supplier members. Read on for a handful of ideas on engaging your vendor-side members in effective and successful ways.

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Growing Your Organization’s Membership with the Inbound Marketing Methodology

Posted by Callie Walker

Inbound_Marketing_for_Associations

Inbound marketing is a powerful way to attract qualified traffic to your organization’s website. What exactly is inbound marketing, you ask? Well, rather than pushing information out to people who don’t want it (think advertisements, billboards, direct mail, etc.), inbound marketing focuses on a “pull” marketing approach to tap into existing demand.

Simply put, inbound marketing allows you to provide people with the exact information they’re looking for at the precise time that they need it.

Now I know what you’re thinking: I’m an association professional, not a marketing guru. Why should I care?

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 is the perfect way to make that happen, not to mention, it’s pretty cheap!

There are four stages of the inbound marketing methodology (attract, convert, close, and delight), and today we’re going to skim the surface. Take a look!

Attract

Inbound marketing starts with attraction. The best way to attract qualified traffic to your organization’s website is by creating compelling content. Start by creating one big content piece, such as a white paper or an eBook, then use that content piece to create several smaller pieces, such as a series of blog posts, videos, or infographics.

Convert

Once you’ve attracted people to your organization’s website, you’ll want to convert them into leads, or potential members. To do this, you’ll need to gather their contact information, or email addresses at the very least. Remember the big content pieces we were just talking about? Well, this is the perfect opportunity to leverage those pieces in exchange for some basic contact information.

Close 

You’re almost there! You’ve attracted the right visitors, converted them into leads, and now you need to transform those leads into members. But how do you make that happen? Well, now that you have people’s contact information, you can send them a few follow-up emails with even more compelling content. A series of well-crafted emails with useful and relevant content can be just enough to get them to join.

Delight 

Just because someone joins your organization doesn’t mean you can forget about them. You must continue to engage with them and delight them over time – especially if you’re concerned about member retention. That means keeping track of and responding to conversations on social media and other online social communities.

That’s just an overview of inbound marketing for associations. For a more in-depth look at inbound marketing and best practices, download our free inbound marketing guide below!

inbound-marketing-guide

Topics: association management, member engagement, Small Staff Chatter

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