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?
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.
Approaching the board with a new idea can often be intimidating and nerve-wracking. At times boards consist of over 20 people who while very knowledgeable in the profession or industry your association supports, may not necessarily be knowledgeable when it comes to your specific role in the association. Marketing tends to be one of those knowledge bases where your board may be a little less informed. And so it tends to be that marketing professionals at associations need to present a compelling argument when asking for incremental budget or undertaking a new or even experimental strategy.
I’m not sure you can call video an up and comer anymore when it comes to new marketing tactics. According to the Content Marketing Institute’s 2016 Benchmarks, Budgets and Trends research, 79% of B2B marketers and 82% of B2C marketers in North America are using some form of this tactic, so it’s more like video has taken center stage.
That may be a downfall to those new to video as content platforms become bombarded and the need now becomes to create video content that stands out against the crowd. But at the same time, this medium is applicable for almost any channel - website, blog, emails, presentations - not to mention the shareability on social channels.
"It is not the strongest or the most intelligent who will survive but those who can best manage change."
Change is hard. But change is good. As the modern member changes, so must the way we engage them. Inbound marketing offers a unique opportunity to change the way associations engage with their members as well as their prospective members. It is one marketing strategy that when implemented sees positive return across multiple business segments, yet it’s it has been slow to be adopted across the association industry.
Here are some of the most common myths we hear in regards to inbound marketing from association executives and a few ideas to combat those objections.
A decade ago marketers leveraged tactics like direct mail, buying email lists and banner ads to generate revenue with marketing activities. And while dated, these tactics still provide a sense of security for even the largest of companies.
When I first learned about keyword research, the concept was described to me as, “figuring out what people are typing into google and then writing content that speaks to it.” It was vague.
Last Wednesday, we held a webinar on why inbound marketing matters for your association with our own Inbound Consultant Dave Martin, the current CMO of Aptify. Check out a recording of the webinar here.
We’ve identified 5 key lessons you can take away from the webinar to improve your association’s marketing and boost your reach.
There’s no doubt that the traditional marketing landscape has changed with the ubiquity of social media and mobile usage only increasing every single year. And even with a plethora of proof points including your own consuming and buying habits, that traditional outbound marketing philosophy remains the stalwart in many organizations.
Buzzwords are a dime a dozen when it comes to digital marketing these days. Influencers, Social Media Listening, KPIs, SEO, Contextual Marketing, Content Marketing...who can see through the jargon and understand what we are actually talking about! Have no fear though, today we will attempt to demystify two of these buzzwords, Marketing Automation and Inbound Marketing.