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Association Marketer Posts

How to Target and Market Demographics for Optimal Marketing Success

demographic_map_imageGood, clear marketing materials are one of your association’s best assets. Marketing materials should tell your audience:

  • What you do
  • Why they should join
  • How membership will benefit them

So far, so good. But before you dash off to create your next piece of content, pause for a moment and think about who you’re sending your messages to.

Know Your Prospects

Knowing your target market is vital. Your marketing messages need to be relevant to the receiver, and demographics are your key to making them relevant. Demographics such as:

  • Age
  • Gender
  • Income
  • Career
  • Location

All help you to understand your target market. Ask yourself:

  • What matters to my target market?
  • What issues are they facing that my association can help with?
  • Where do they congregate online? What’s the best place to reach them?

Once you’ve built up a picture in your mind of who you are marketing to and what matters to them, you can tailor your messages to fit your audience.

Not All Prospects Are the Same

If you find your target market is starting to look a bit like “professionals from 20 – 75 located all over the country in a wide income bracket,” it’s time to start using those demographics to break your prospects down into groups. By dividing your prospects up this way, you can tailor your marketing to suit each group of listeners. You might choose to write different materials for long-term members than you would for members who are new to what you do. You can target a specific locality by talking about local concerns in their materials. Or how about finding out each group’s favorite online haunts and crafting content that fits well with that medium?

When you segment your target market based on demographics, you can hone your message to make it as relevant as possible to each group. The extra effort will pay off – prospects will respond to messages that speak to them, and they will appreciate the personal touch.

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Does Content Marketing Work?

content_imageLet’s Get Started!

The numbers speak for themselves. Research by marketing advisory firm Demand Metric shows that 60% of consumers enjoy reading relevant content from brands. This in turn leads to people feeling more favorably towards brands, seeking out information on them, and buying from them. Interesting content is one of the top reasons people follow brands on social media.

As an association, that includes you. Your message, your ethos, the voice and look of your communications all set you aside as a unique brand. And like other brands, you can benefit from the positive relationships, leads, and of course sales, of good content marketing. Let’s take a look at the basics of content marketing – what it is, how it works, and how to do it well.

What Is Content Marketing?

Simply put, content marketing is creating content to share with people. Content can include:

  • Blog posts
  • Social media updates
  • Videos
  • Infographics
  • Ebooks

Content marketing is not advertising. It’s the creation of content to engage the viewer, building a good relationship with them, generating leads and persuading them to take a certain action, such as signing up to a newsletter or joining your association.

How Does It Work?

Content marketing works by offering value to the viewer. It engages them with your association, captures their attention, and keeps you in their minds after the browser window has been closed. Content marketing forges a relationship between you and the people who view your content, establishing you as trustworthy, interesting, and worth investing time and money in.

What Makes Good Content Marketing?

Good content is relevant to the viewer and offers them much more than a thinly-veiled ad for your services. If it makes them laugh, makes them think, answers a question or solves a problem, then you’re on the right track. For content marketing to be effective, it needs to capture the viewer’s attention and add value to their lives.

Content marketing is a valuable tool for any association. By creating high quality content you can build loyal relationships with your subscribers and prospects and keep their interest in your organization fresh.

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