Can marketing automation help grow your association’s membership? Simple answer, yes. Marketing automation is the use of software to automate your marketing processes in a much more efficient way, and to deliver consistent, timely, and relevant content to your prospects and members. For associations, utilizing an automated marketing software can translate into growing membership by allowing you to do the following:
Keep Brand Consistency
Brand consistency is essential for your association. You want to make sure your message is strong, clear, and consistent across all channels. Through marketing automation, you can plan out your entire campaign and see the overall structure as a whole. This allows you to make sure there is consistency. For potential new members, they will easily be able to understand your association’s message. Having this strong voice will attract those prospects.
Boost Member Engagement
Your current members play an extremely important role in the growth of your association. With engaging members, they can help spread the word about your association and recruit new members. If prospects see this engagement and passion from your current members, they are more likely to want to join. If all your members are silent, then the attractiveness of your association will suffer. Without their help it may be difficult to grow and continue success. With automation, you can monitor which members are engaging and help push content to those who are not.
Maintain Current Members
Just as it is important to grow and find new members, it is equally as important for the success of your association to maintain the members you already have. Losing members is not a good sign for the growth of your association. If prospects see satisfied current members that have been with the association for many years, it will certainly increase their likelihood to join. Through marketing automation, you can send out personalized content to all of your different members based on their needs to keep them engaged and attract new members along the way.
Track Content to Your Prospects
When you automate your marketing efforts, you have the ability to automatically send out specific content at specific times. Just like points along a “sales funnel,” you are giving them targeted messages at the right time to push them through to join the association. Also, you have the ability to track what they click on to better improve those tailored messages. When tracking prospects, automated messages push their general interest into commitment to your association. Turning interest into commitment, means turning prospects into members.
Marketing automation, like mentioned before, allows you to send what you want, when you want, to whom you want. Give prospects what they want by tailoring your message to each recipient. Your automated campaigns are created by you and can be altered to what fits your association’s message. Just set up your steps, import your prospects and members, and boom – your marketing automation software takes care of the rest!
Most associations have one overall goal: Gain and retain members. Using marketing automation software allows not only maximum reach to prospects, but also constant personalized content to current members. By taking care of your current members and targeting prospects with information that is relevant to them, you are increasing the ability to grow and succeed as an association.
A Note From The Author
If you like what you read here, I encourage you to read the Association Marketing Toolkit, which is full of additional resources, tips, and ideas for marketing your association!