Many associations utilize automated marketing solutions. While automated may make it sound as if you are using computers to take over marketing duties, there’s no loss of control with automated marketing, in fact you’ll gain more control than before. There are several different versions of software that will automate the repetitive portions of marketing.
There are many functions available in a marketing software platform. The effectiveness of marketing duties can be increased through the chosen functions. High powered software can help with everything from better engagement and nurturing to gaining new members. Most of the programs are offered from internet based applications, though standalone software does exist. These locally installed programs will need an experienced manager to keep the application running smoothly. Internet based programs typically come with a customer service and tech package.
Quite a few automated programs have a tracking function incorporated. These tracking functions are embedded into social media campaigns, web pages, and marketing emails to reveal the behavior of recipients or interested users by recording email – whether opened or following embedded links, social media link monitoring, and pages viewed. This activity allows the marketer to determine which pieces of educational content and association services are most appealing to the majority of their target audience.
Automation of Marketing
The heart and soul of automated marketing is when the program helps attract new audiences and move them through the funnel to become members. At the top of the funnel are the interested browsers. Through emails, then follow up call reminders (to the marketer), the software helps those browsing parties become members at the bottom of the funnel.
More sophisticated programs help manage the marketing workflow. While the initial information needs to be input by a human, once entered the data can be created automatically. This data can include workflow, marketing calendars, asset creating, and triggers for marketing campaigns or emails.
Marketing emails are often sent to spam folders. This is due to over-sending, repeated emails, or material that is not relevant to members. Potential members can become non-interested parties very quickly if they find too many emails from any association in their inbox. To avoid this, create several different types of messages based on member activity. Do not allow the emails to go out more than once per week and let members choose their email preferences. Remember that having emails marked as spam too often can result in fines or even your website being blacklisted from your webhost or internet service provider.
Can I Afford It?
For some small associations the price of automated marketing can be prohibitive. While some software can run over $1,000 per month, there are other more affordable options on the market that can cost as little as $400 per month. With these reasonably priced alternatives available, it is strongly recommended that associations invest in marketing automation software to add some extra hands that will help out with marketing initiatives and eventually generate more members.