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?
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.
Last week's webinar "Adapting for the Modern Member's Consumer Journey" took a look at how today's digital environment has impacted the consumer journey across the board. While it dove into detail in regards to the changes of the journey and how it affects associations, in this blog I'll cover a few of the bigger takeaways from this webinar.