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Explore the Higher Logic Blog:Online CommunityMarketing Automation

Are You Prepared to Master the Engagement Economy?

Written by Mitch Eisen on September 21, 2018 at 7:45 AM | 6 minute read

We’re moving from the attention economy to the engagement economy. It’s no longer just about reach – it’s about how people interact with your content.

Website pages with many visitors, but no engagement, will be punished by search engines. Similarly, ISPs with heavy inbound email traffic, but little email engagement, will also penalize the sender. We’re in a period where we’re shifting from large quantity bulk communications, to smaller, more targeted, sustained communication.  

This kind of approach used to be a luxury. We used to think that creating a personalized experience was only for the big kids. I submit that it’s no longer a luxury. You HAVE to do it.

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Topics: Engagement, Associations

Do Your Members Love or Hate Your Emails? (4 Tips for Getting Their Feedback)

Written by Shayna McGroggan | on September 18, 2018 at 7:55 AM | 4 minute read

We all know our audience is the key to great email performance, but it can be hard to know whether your audience likes reading your emails. Sometimes, it can feel like the only feedback we get is the dreaded unsubscribe button.

But with marketing automation, getting feedback can be easy. There’s plenty of evidence and ways to track performance with marketing automation. The data’s all there, and it’s easier to find than you think.

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Topics: Engagement, Associations, Member Experience, Marketing Automation

Proof You Can Design a Giveaway that Supports Community Growth

Written by Courtney Howell on September 13, 2018 at 7:59 AM | 5 minute read

The research is undeniable—gamification increases participation and engagement across practically any digital platform. On the users’ side of things, online giveaways are one of the easiest to join forms of gamification because the steps are simple: 1) Complete task. 2) Get reward. As a community manager, however, you want to design a giveaway that will actually support your community’s growth in the long run by enticing your members to invest more than the bare minimum.

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Topics: Online Community Management, Engagement, Member Engagement, Online Community

From Blastoff to Outer Space: How Jama Software’s Community Became the Best Resource for All Things Jama [Case Study]

Written by Elizabeth Bell on September 11, 2018 at 8:02 AM | 6 minute read

Since its founding only 12 years ago, Jama Software has made a huge impact in the product development software market. With clients like SpaceX, Caterpillar, Boeing, and NASA, Jama Software helps companies developing life-and-economy-critical products keep a system of record and action. After Jama launched an online community, the staff has seen their community become the best resource for all things Jama, from customer support to product improvement.

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Topics: Customer Communities, Customer Experience, Online Community

Create the 3 Most Common Automated Campaigns in No Time

Written by Shayna McGroggan | on September 6, 2018 at 8:00 AM | 5 minute read

People seem to love trilogies, trios—really, anything in threes.

You’re not a true Star Wars fan unless you’ve seen A New Hope, The Empire Strikes Back, and Return of the Jedi. How many people would still be fans of the Two Stooges, Two Musketeers, or Two Amigos? Heck, being that our Saratoga, NY office is in a town known for their horse racing track, the magic of the trifecta is not lost on us.

We recently released the 2018 State of Marketing Automation: Association Benchmark Report, which reported the three most popular automated campaigns for associations:

  • New member onboarding
  • Membership renewals
  • Event promotion
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Topics: Associations, Member Engagement, Marketing Automation, Online Community, Integration

Making the Most of Super Forum: 6 Tips from Higher Logic Clients and Staff

Written by Jenny Pan on September 5, 2018 at 8:00 AM | 3 minute read

During our latest Champion Program Summer Challenge, we asked our clients to share their best tips for attending Super Forum 2018 in Higher Logic’s own community, the Higher Logic Users Group (HUG).

Because we can’t really say it any better, here are the grade-A recommendations brought to you by your fellow Huggers.

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Topics: Marketing Automation, Online Community

How to Increase Your Sales Without Hiring More Reps

Written by Paul Schneider on September 4, 2018 at 8:01 AM | 4 minute read

Online communities are becoming more mainstream every day, with many companies using them for customer support and retention. No question, they’re great for that.

However, there is another HUGE benefit you can get from your online community – increased sales. Are you ready to learn how? Here we go:

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Topics: Customer Communities, Customer Support, Online Community

Email Deliverability: Why It Matters (And 4 Tips on How to Improve Yours)

Written by Brad Gurley | on August 30, 2018 at 7:50 AM | 4 minute read

Numbers matter. Whether you’re a retailer, trade association, event organizer, publisher, or a small business owner, you know that the more times people see your organization, brand, or message, the better.

More interest in your cause, more visits to your site, or more attendees for your annual conference can only be a good thing...right?

In the search for new and innovative ways to increase reach or get in front of more people, many marketers are missing one of the most important factors – email deliverability.

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Topics: Email Deliverability, Email Marketing, Marketing Automation

Integrate for Success: 3 Sweet Results of AMS Integrations

Written by Elizabeth Bell on August 28, 2018 at 8:00 AM | 6 minute read

Think of your database, your AMS, as the center of a wheel.

When you integrate your AMS with your online community platform, the community becomes a spoke on that wheel. Your marketing automation software becomes another spoke on that wheel.

Your AMS feeds these platforms data, and the platforms feed it right back with even more specialized data. It all makes the wheel turn.

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Topics: Member Experience, Marketing Automation, Online Community, Integration

Is Marketing Automation Going to Take Away My Job?

Written by Courtney Ellis on August 23, 2018 at 8:06 AM | 3 minute read

It’s a valid fear – as marketing automation adoption increases, many seasoned marketers are wondering if they’re automating themselves out of a job.

The short answer is no. Automation can be the best piece of technology in your toolkit, enabling you to work faster and more efficiently and create content that is befitting of your amazing subscribers.

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Topics: Engagement, Marketing, Customer Engagement, Member Engagement, Email Deliverability, Email Marketing, Marketing Automation

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