5 Strategies to Amplify Revenue Generation for U.S. Associations through Digital Marketing
- Optimize Member Experience through Performance Marketing: In U.S. associations, performance marketing is pivotal in refining the member journey. By incessantly enhancing metrics like member acquisition, retention, and upsells, associations can ensure a positive experience. Techniques involve digitalizing member interactions and deploying responsive member-service teams. It’s imperative to shift focus from superficial metrics and zero in on those that genuinely reflect your association’s growth.
- Invest Wisely in Martech Solutions: Before funnelling resources into marketing technologies, U.S. associations must contemplate how these tools will bolster revenue generation. A comprehensive martech stack should encompass Campaign Execution: Automate and tailor campaigns across various media channels. Audience Management: Categorize members based on offline (membership records) and online (digital engagement) data, integrating this information across marketing channels. Data Analytics and Performance: Gather and analyze member behaviour for audience segmentation, campaign tracking, and insightful analytics.
- Adopt Agile Practices: For constant optimization of member engagement, marketing and tech teams of U.S. associations should collaborate seamlessly. This necessitates that digital marketing strategies align with executive goals to secure endorsement and propel initiatives forward. Forming agile squads with skills in growth marketing, SEO, UX design, HTML development, analytics, and copywriting can prove beneficial. These teams should collaboratively address research, product, marketing, data, and tech challenges.
- Strategically Allocate Spending: U.S. associations must deliberate on the optimal balance between online and offline spending. By understanding member demographics, connectivity, behaviour, and income, associations can craft precise buyer personas and tailor campaigns accordingly. Employing omnichannel marketing ensures a holistic view of the member journey, facilitating informed decisions on channel-specific expenditures.
- Prioritize First-Party Data Management Responsibly: With rising concerns over data privacy, U.S. associations must prioritize transparency in handling member data. Ensuring the responsible use of this data not only fosters trust but also aligns with legal standards.
The Bottom Line:
In conclusion, crafting a robust digital marketing strategy is crucial for U.S. associations aiming to bolster revenue generation. By optimizing the member experience, making judicious investments in martech, adopting agile practices, strategically allocating spending, and responsibly managing data, associations can significantly enhance their engagement and revenue streams. These tailored strategies not only ensure sustained growth but also foster a trustworthy and enriching environment for members, thereby solidifying the association’s presence in the competitive landscape
A thought-leadership piece written by the CEO of Kabloom, Richard Torriani.