Marketing is always a challenge for associations. There's a new technique or social network to investigate, or a decreasing marketing budget to work with, or an analysis that needs to get done to see whether or not current association marketing efforts are working. This week's Association Debrief covers association marketing challenges, whether it's blogging, engaging members, or creating visual content. The article below should offer insight into what you can do overcome these challenges.
The Association Blog: News and Resources for Association Executives
Have you ever felt great about receiving a cold call? Even if it’s an institution that I do business with or feel affinity with those calls leave me feeling annoyed, guilty, and inconvenienced. I know that charities champion worthy causes and use our money for research and for helping affected families. Your university gives college-aged kids opportunities with your pledge. Associations have to have enough attendees to make a conference viable. We know the cause is a good one and we know that their request is legitimate however some marketing tactics leave us cold.
Many associations are creating content, whether its with an association blog, a member newsletter, or email correspondence with donors and members. Of course, there are other examples, but creating content is only half the process. The other half is content marketing strategy, which includes why you're creating a piece of content, who the audience is and what you hope to achieve once the content is created and live online. Without strategy, it's hard to gauge whether or not the content you're creating is successful and worthwhile. Here is a quick guide to building a content marketing strategy for your association.
A few years ago, we published an article covering the five best marketing strategies for membership organizations. Back then, those marketing strategies were pretty good, and a few of them are still relevant and effective today. But, in 2014, associations shouldn't limit themselves to those tactics since so much has changed in the marketing and technology since we wrote the first article. Here are four better marketing strategies for membership organizations.