Last week, I had the opportunity to attend the Ohio Society of Association Executives’ Annual Conference in Cincinnati. The sessions were great, but one in particular stood out: Dan Farkas’ Marketing on a Budget: Three Developing Trends for 2017 and Beyond.
The marketing landscape is constantly changing and it can be hard enough for full-time marketers to keep up, much less busy association professionals trying to balance a million tasks.
So what marketing trends should association professionals be mindful of? Farkas identified three:
Trend #1: The earmuffs reality. No one is listening to you, or anyone for that matter.
Did you know we receive roughly 30,000 messages per day - via email, social media, TV, billboards, etc.? And as you can imagine, most of those messages are in one ear and out the other - not what we, as association professionals or marketers, want to hear.
The solution? Repeat, repeat, repeat. You might feel like you’re repeating the same messages and information over and over, but in today’s crazy landscape, you’re really not. (In fact, did you know the average shelf-life of a tweet is only about 15 minutes? Yikes.) That means you have to keep sharing.
Trend #2: Trust is becoming a commodity.
For the first time in two decades, people trust just about everything (the government, the media, for-profit organizations, and nonprofit organizations) less, with one exception: online reviews.
Ninety one percent of people trust an online review, even if they don’t know the person making the review. That means your association can say something 100 times, but the second one of your members says it (even if it’s the exact same message), it instantly becomes more credible.
The takeaway here? Figure out how to leverage your members, fans, advocates, and constituents to better tell your association’s story. Member testimonials are POWERFUL.
Trend #3: Short-form multimedia storytelling isn’t nice. It’s necessary.
Video. You’ve heard it talked about a lot, but it’s no longer just a nice-to-have - it’s a MUST. Here’s why: Social media platforms are promoting the type of content they’re preferring, and right now, what many of them are preferring is video. (Facebook wants Facebook Live to work, so they’re going to push that type of content.)
That means if you want your organization’s content to show up in people’s newsfeeds, you need to be sharing that content in video form. (Tips for getting started with video at your association here.)
Marketing is tough, especially when the landscape is constantly changing. If you need help spreading the word about your association - via email, social media, your website, etc. - check out our free guide to association marketing below!