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.

1. 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.

2. 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.

3. Social Media Engagement: Building a Virtual Community through Digital Marketing

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.

4. 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.

5. 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.

FAQ

1. How does SEO drive revenue growth for associations?

   SEO plays a pivotal role in enhancing associations’ online visibility by optimizing their website’s content and structure, ultimately attracting a greater volume of organic traffic and increasing the likelihood of converting visitors into members or customers, thereby driving substantial revenue growth through a more extensive reach and higher conversion rates.

2. What makes content marketing an essential strategy for associations?

   Content marketing serves as a cornerstone strategy for associations to demonstrate their expertise, relevance, and value proposition through a consistent stream of engaging and informative content, fostering trust, credibility, and loyalty among their audience, which in turn translates into heightened membership and non-dues revenue as well as strengthened brand authority and industry leadership.

3. How does social media engagement contribute to association revenue?

   Social media engagement is instrumental in digital marketing to facilitate meaningful interactions and connections between associations and their audience, bolstering brand visibility, attracting new followers, and effectively promoting products or services, thus catalyzing revenue growth through targeted campaigns and promotions, while also nurturing a sense of community and fostering long-term relationships with members and prospects.

4. What advantages does email marketing offer associations in terms of revenue generation?

   Email marketing provides associations with a direct, personalized channel to nurture relationships with members, delivering relevant and timely messages that keep them engaged, informed, and invested in association offerings, resulting in increased retention and revenue generation through strategic upselling, cross-selling, and event promotions, while also providing valuable data insights for further optimization and refinement of marketing strategies.

5. How does PPC advertising contribute to immediate revenue for associations?

   PPC advertising empowers associations to seize immediate visibility on search engine results pages, strategically placing targeted ads that drive qualified traffic to their website and prompt swift conversions, sign-ups, or purchases, thereby yielding immediate revenue and laying a solid foundation for sustained growth, while also providing opportunities for precise audience targeting and performance tracking to maximize ROI.

A thought-leadership piece written by the CEO of Kabloom, Richard Torianni.

Updated on May 12th, 2024

See how we rank as a Top Digital Marketing Agency on DesignRush.