Unleashing the Potential of Digital Marketing for Associations
In the first part of this series, we discussed the increasing importance of digital marketing in driving non-dues revenue for associations. Now let’s delve deeper into how these organizations can leverage specific digital marketing strategies to grow their revenue.
Engine Optimization (SEO): Unlock Your Online Potential
SEO is all about making your website more visible to those searching for your services. It involves optimizing your website with relevant keywords, improving site navigation, and creating valuable content. According to Search Engine Journal, 75% of people never scroll past the first page of search results, highlighting the importance of strong SEO practices. By implementing effective SEO strategies, associations can enhance their search engine ranking, attract potential members, and increase their non-dues revenue.
Content Marketing: Amplify Your Association’s Voice
Content marketing allows associations to demonstrate their unique value and relevance to current members and prospects. It involves creating and sharing valuable, engaging content that resonates with your audience. As suggested by HubSpot’s research, content marketing gets three times more leads than paid search advertising. By investing in content marketing, associations can draw more traffic to their site, promote their services, and generate non-dues revenue.
Social Media Engagement: Building a Virtual Community
In the interconnected world we live in, social media offers a platform to build and nurture a community. As Pew Research Center indicates, seven in ten Americans use social media to connect with one another. Regular engagement on social platforms helps associations maintain a connection with their existing members, reach out to potential ones, and generate revenue through promoted services.
Email Marketing: Personalized Communication for Better Engagement
Email marketing enables associations to engage in personalized communication with their members. Regular updates, newsletters, and promotional materials keep members informed about your association’s programs and services, leading to increased engagement and revenue. According to Campaign Monitor’s research, every $1 spent on email marketing typically generates about $38 in ROI.
Pay-Per-Click (PPC) Advertising: Immediate Visibility, Tangible Results
PPC Advertising allows associations to get immediate visibility on search engines and only pay when their ad is clicked. This method can provide a direct ROI and instant visibility, which is especially beneficial for associations launching new products or services. Google Economic Impact Report suggests that businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
Digital marketing provides an unparalleled opportunity for associations to boost non-dues revenue significantly. By strategically leveraging these digital strategies, associations can ensure their financial stability and pave the way for sustainable growth in the digital age. But remember, a successful digital marketing strategy is a continuous, iterative process. Associations must keep analyzing their performance, learning from their outcomes, and refining their strategies in response to these insights.
A thought-leadership piece written by the CEO of Kabloom, Richard Torianni.