How Automated Marketing Keeps Your Association Consistent

Does your association have a strong, clear message and voice? Brand consistency is a vital part of your association’s marketing efforts. Brand consistency includes:

  • Visual elements – logo, graphics, colors, and fonts
  • Stylistic elements – tone of voice and style of writing
  • Message elements – ethos, ethics, and brand message

Keeping all of these things consistent across all your communication channels builds a strong, reliable voice and gives everyone who comes into contact with your association a clear idea of who you are. In that sense, your brand is like your association’s personality.

Automated marketing can help you keep brand consistency. Because every stage of a campaign is planned out in advance, you have the perfect opportunity to make sure that every message is consistent. Marketing automation means you can look at your campaign as a whole, including your presence on different channels such as email and social media, and make sure everything fits together into a cohesive whole.

The ability to plan out a series of messages and know they will be sent to your schedule is a real time-saver for associations. By investing some of that time at the planning stage to make sure your messages are consistent, you’ll be building a stronger automated marketing campaign that will stand out.

Mastering Marketing Automation

Automating your marketing is essential in today’s busy world. With newsletters, social media sites, blog posts and your website to keep up with, you need tools that can help you stay on track with your goals without spending huge amounts of time. Here are some steps to take to become an expert at automating your marketing.

  • Start with a Plan – You need to know what your goal is and how you are going to attempt to get there before you launch an automated marketing campaign.
  • Understand Your Audience – Just because the marketing is automated, doesn’t mean you don’t need to tailor it to the needs of your audience. Know who your target reader is, and what it is that they want from you.
  • Plan Your Marketing Campaigns – Automated marketing is planned ahead of time, then simply allowed to run. Build a schedule of what you are going to send and when you are going to send it. Keep your goal and audience in mind while you do this.
  • Create Your Content – Once you know your goals, you need to create content that will attain these goals and fit into your marketing campaign. If you are not a writer, hire one that can help.
  • Use Social Media Management Tools – Find a site or service that allows you to manage your social media campaigns in one location. Set up a system that allows you to schedule your social media campaigns for the day or week and then let them run. This frees you to focus on the conversations those posts create.
  • Funnel Contacts to an Effective Landing Page – Build a landing page that effectively gets your contacts to make a purchase decision or give their contact information. Make sure the landing page is professional and effective. Consider creating two versions, then testing them to see which is the most effective.
  • Learn to Use Analytics – The data you get from your marketing efforts will be your best friend when automating your marketing. Learn how to use it to streamline future campaigns to make them more effective.

By embracing these strategies, you will become a marketing automation expert, and your effective campaigns will help increase contacts and improve sales.

Association Tips – How to Attract Younger Members

What steps are you taking to keep your association’s membership from declining? Membership levels are a genuine concern for associations across the country. As your older association members retire, it’s vital that you attract younger members. Times are changing – putting out a regular newsletter and a yearly conference isn’t enough. If you want to keep attracting members who will engage with what you do, you need to look to your younger members and prospects as well as your established members, and connect with them in ways they respond to. It’s time to think about:

  1. Listening to Your Members: To keep your members’ interest and attract new ones, you need to understand then. What are their concerns? What are they talking about? What do they want from membership of your association? From talking to members at meetings to keeping an eye on conversations on social media, there are many ways you can find out what’s on your members’ and prospects’ minds.
  2. Providing Peer-to-Peer Interaction: Information is plentiful online. Your up-and-coming association members want more than just being fed information about what you are doing. Promising “networking” or a “subscription to our newsletter” doesn’t cut it any more. Your members want useful peer-to-peer interaction, from a strong online community to events that offer real value to them.
  3. Getting Mobile: The current generation is more mobile than ever before. The Pew Research Centre found that 63% of internet users get online using a mobile device. With your members using their mobile devices to check their social networks, read emails, and search for information, it’s time you made sure your association provides mobile-friendly content.
  4. Giving Your Members a Voice: Don’t talk at your members and prospects, talk to them and listen to what they have to say. Whether at a trade show or on social media, make sure your members feel respected and heard. Develop a plan to give your members a voice, from the chance to have a say within your association to making it easy to speak up on relevant matters.
  5. Going Social: Your members and prospects are on social media, talking about the topics that matter to them and looking for the information they want. If you’re not there, your association is missing out on valuable opportunities to connect. A strong social media presence is a must for your association now and in the future, so get social.

Doing things the same way you always did isn’t a viable option for associations these days. It’s time to look at fresh, modern ways of engaging a generation who are mobile, social, and want to get their voice heard.

Association Marketer! Check out the press release below to learn more about its educational value, and don't forget to sign up for the weekly digest!'>

Announcing New Resource for Associations: Association Marketer

We’re extremely excited to announce our new, valuable resource available for your association, Association Marketer! Check out the press release below to learn more about its educational value, and don’t forget to sign up for the weekly digest!

FOR IMMEDIATE RELEASE

ASSOCIATION MARKETING PROFESSIONALS: NEW RESOURCES TO IMPROVE YOUR MARKETING KNOWLEDGE

Survey Finds Major Challenges; New Blog Aims to Educate Association Marketers

(Wilmington, MA, March 18, 2014) – In an effort to help associations and professional societies overcome their marketing challenges, Massachusetts-based interlinkONE, Inc. announced today that it has launched AssociationMarketer.com.

AssociationMarketer.com aims to educate association marketing professionals in order to help them attract prospects, and to retain current members. It will serve as a free resource for marketing tips, trends, and information.

According to the 2013 Association Marketing Trends Watch summary by ASAE, 97% of association marketing professionals listed capturing the attention of members and/or prospects as “important” or “very important.” In the same report, identifying new members, micro targeting and personalization, and identifying new offerings and services were listed as other important concerns.

John Foley, Jr., CEO of interlinkONE, says, “Our goal in starting AssociationMarketer.com is to provide free education and a great place to share knowledge. It’s our hope that it will give associations the tools they need to meet their marketing goals.”

The new blog at AssociationMarketer.com aims to help associations overcome these challenges through education and reporting on marketing trends. Readers will be able to sign up to receive a digest of posts via email, so association marketing information will be as close as their inbox.

interlinkONE, developer of automated marketing software MarketWithMAX (MarketWithMAX.com), is accepting applications for guest bloggers for the new site. Association marketers and others with helpful information to share with AssociationMarketer.com readers are encouraged to apply on the site.

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About interlinkONE, Inc: interlinkONE is an industry-leading provider of innovative marketing software and services. Their solutions are designed to help associations conquer the ever-changing landscape of today’s marketing industry. In addition to providing tools that will enable association professionals to succeed, their experienced staff guides association clients down a path to success that is always tailored to their specific needs.

interlinkONE is headquartered in Wilmington, Massachusetts. For more information on AssociationMarketer.com, interlinkONE, Inc., its subsidiaries, or to schedule an interview, please email Donna Vieira, Vice President, Marketing, at donnav@interlinkONE.com.

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interlinkONE | 21 Concord Street, Suite 200, Wilmington, MA 01887 | (978) 694-9992
http://interlinkONE.com | marketing@interlinkONE.com

The Association Marketing Toolkit

You know your association needs to improve its marketing processes, but where do you begin? This Association Marketing Toolkit will guide you to success through various forms of marketing, including:

  • Content Marketing
  • SEO
  • Target Marketing
  • Inbound Marketing
  • Community Engagement
  • Marketing Automation

To ensure future success for your association’s marketing efforts, please download our Association Marketing Toolkit below!


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