Marketing automation is meant to make things simpler. To make the outreach, lead nurturing and buyer journey intuitiive and automatic - set it and forget it! Right!?!
Well...not really. Sometimes organizations are so consumed in getting the tactical and technical set up complete, they forget about the strategy! Marketing automation is great - but it's a tool for implementing smart marketing - not a substitute for strategic thinking. When you start creating your inbound marketing campaign, you don't want to miss out on key steps in your strategic planning. What's the one thing many marketers don't put enough time into?
Engagement within your association's online community ebbs and flows, especially within the early growth stages. This makes your role crucial in actively stoking conversation, and in these times the ratio of staff-to-customer input will be higher than normal.
When your association starts creating content, you should be thinking about how that content can provide valuable info to your members, but also how it can help you get noticed.
One of the main goals of writing content is to generate high Search Engine Optimization or SEO scores, so when people type questions into search engines, your organization is at the top of the list of the answers that pop up. But how do you know what people are searching for? And what’s going to give the biggest bang for your buck?
As hard as your association tries to stay in tune with how your members feel about various touch points, it’s extremely difficult to get an accurate read. For instance, do they think you’re sending too many emails? Is the font color difficult to read? These are the types of things that your members may be thinking, but very rarely does this information make it back into your hands.
You’ve been making small changes to sections of your website, but you find that your conversion rate won't change. Nothing you do seems to make a difference. If you find yourself in this situation, there are several questions to consider when your conversion rate optimization tactics aren't working. Ask yourself if you're doing everything you can to effectively improve your conversion rate optimization (CRO).
Twitter: it’s generally informal, fast-paced, and full of brief snapshots of information. For many associations, capitalizing on this platform can seem daunting, even though social media is increasingly becoming a useful tool in association marketing.
When you think about it, increasing your Twitter followers is a lot like growing a garden. While it may take hard work at first, your end result will be worth the effort. Just like with your garden, it's important to continually cultivate your Twitter presence in order to reach new audiences and expand your visibility.
One of the main draws of using a COS system such as HubSpot or Hatchbuck is the detailed analytics they provide, which are only useful if you are properly leveraging them. Do you keep track of the data surrounding your mass correspondence to current and potential members? What is your average open rate?
You’ve done the marketing, and congrats!—people are coming to your website. But once they arrive, they’re not moving any further down the funnel. Sometimes, making the smallest changes on your site can have a bigger impact than you may realize. The science behind this is known as conversion rate optimization or CRO.
When it comes to developing a strong communications strategy, there is nothing more important than understanding your audience. Besides the purpose of your organization, knowing who your prospective member is, what they value and how they interact with the world is crucial.
Now that we have data at our finger tips, there's no reason you can't easily determine your member persona. Here are three simple steps to get you there.