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.
Most associations are adept at email marketing. A lot have even started employing marketing automation platforms to better arm their marketing teams with tools they need to optimize their email programs for better results. But there aren’t many associations leveraging the full arsenal of inbound marketing for a comprehensive content and communications strategy and their are even fewer associations taking advantage of an inbound marketing agency. Aside from the advantages of inbound marketing in general; an agency may be the secret weapon that elevates your team and gives your marketing department the boost it needs to show some major results.
Here are a few more reasons to employ an inbound marketing agency for your association:
"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.
You’ve done all of the hard work to get visitors to your website! Hooray! But that’s just the beginning. If they come to your site and immediately leave, it doesn’t do you much good. The next big step is to convert them into leads for your business. How do you do that, you ask? A well designed-landing page is critical to landing a lead from your hard working content.
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.
If you’ve decided to implement the inbound methodology for your association’s marketing, you’ve got an exciting journey ahead of you! It’ll be a lot of work on the part of both you and your team, and the move away from status quo will come with its set of challenges. It’ll all be worth it though once you start seeing results. Let’s take a look at the first steps leading up to implementation:
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.
The internet is this beautiful behemoth of content marketing resources, and that’s good news for your inbound efforts. Of course, they are not all created equal, and you need to spend valuable time with these tools before deciding whether they are actually helping you.