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Explore the Higher Logic Blog:Online CommunityMarketing Automation

What’s the Difference Between Quantitative and Qualitative Community Data? (And When to Use Them)

Written by Julie Dietz on March 13, 2018 at 8:30 AM | 3 minute read

Customer data is one of the biggest advantages of online communities. As customers log in to your community, connect with peers, and start discussions, they not only become more engaged with your brand, they generate data on their needs, habits, and interests.

Your company can use that data to create better products, publish more helpful content, and improve the customer experience.

But not all community data is created equal. Your community collects several types of data that provide different insights about customers. To get the most out your community data, you need to understand what kind of data you have and the best times to use each.

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Topics: Customer Communities, B2B Communities, Online Community

[Infographic] The Power of Audience Segmentation

Written by Caitlin Struhs | on March 8, 2018 at 12:00 PM | 2 minute read

 

Good marketing delivers relevant content. Great marketing delivers personalized, timely content to the right people. So how can we get more personal with our audience and send them what they need? Audience segmentation is the key.

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Topics: Communications, Marketing, Member Engagement, Email Marketing, Marketing Automation

5 Reasons Your Executives Don’t Participate in Your Online Community (And How to Fix It)

Written by Julie Dietz on March 6, 2018 at 8:30 AM | 5 minute read

An online community is a tool. It’s designed to help members get involved, make connections, and develop relationships with their peers and organizations. Community professionals know that and are engaged in keeping the community active and getting other staff members involved.

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Topics: Online Community Management, Online Community

How Automation Will Save Marketing

Written by Shayna McGroggan | on March 1, 2018 at 8:30 AM | 3 minute read

I may be biased, but I don’t consider most marketers to be inherently “shady.” There’s a difference between educating someone on your products and services and bombarding them with thoughtless advertising. The downfall of advertising might be part of marketing evolution, but let’s not make it the underlying narrative. Let’s refocus on marketing for people, not at them. Why haven’t we embraced marketing automation as a true opportunity to market with a conscience?

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Topics: Marketing, Customer Experience, Customer Success, Email Deliverability, Marketing Automation

Connecting Brands, Clearing Inboxes, and Cultivating Employee Engagement with an Intranet Community

Written by Julie Dietz on February 27, 2018 at 8:30 AM | 6 minute read

 

Ascend Learning uses 12+ brands to deliver custom products and services to high-value industries like healthcare. They have over 1,000 employees with over 30 percent working remotely. But two years ago, the majority of Ascend Learning employees didn’t think much about other brands in the company’s portfolio.

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Topics: Community Platforms & Updates, Engagement, Associations, Online Community Software, Online Community

Web Tracking Is Your Marketing Automation Advantage

Written by Shayna McGroggan | on February 22, 2018 at 8:30 AM | 3 minute read

 

Web tracking may not be the first thing that leaps to mind when you think about marketing automation, but it should be. Like perfecting a golf swing, marketing automation is all about the follow-through, and combining web tracking with automated campaigns is exactly the prep you need before stepping out on the green.

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Topics: Communications, Marketing, Marketing Automation

4 Challenges for Trade Associations and How to Tackle Them with Community

Written by Julie Dietz on February 20, 2018 at 8:30 AM | 5 minute read

We know the value of trade associations – they play a vital role in social and economic dialogue. They bring competing organizations together to protect and promote entire industries, products, services, and workforces.

But like other organizations, trade associations are going through a transition period. Their role in society is becoming muddied and complicated as new competitors emerge, industries contract and expand, and technology reshapes how the world does business. As the world changes, so do the demands of members.

This brings new challenges to the trade association of today, but also provides an opportunity to make it stronger, more efficient, and more effective. Technology and engagement techniques like online communities can help.

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Topics: Associations, Online Community

Q&A: How to Prepare for the Global Data Protection Regulation (GDPR)

Written by Caitlin Struhs | on February 19, 2018 at 8:30 AM | 7 minute read

Is your organization prepared for the Global Data Protection Regulation (GDPR)? This new E.U. legislation goes into effect on May 25, 2018. We recently hosted a webinar to detail what you need to know and how you can prepare*. Check out the most commonly asked questions below for a primer on how you and your organization can learn and prepare for the changes.

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Topics: Marketing, Online Community Software, Email Deliverability, Marketing Automation, Online Community

[Infographic] The Marketer's Toolbox: Indispensable Marketing Techniques and Technologies

Written by Caitlin Struhs | on February 15, 2018 at 8:30 AM | 2 minute read

 

Modern marketing is complicated. But when you break down the components of a strong marketing program, it suddenly feels familiar and approachable. The best tools out there are easy to set up, easy to use, and get results.

Still, there is an overwhelming amount of technology and techniques marketing teams need to sift through. What do you really need and which tools are key for getting results?

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Topics: Engagement, Social Media, Customer Experience, Email Marketing, Marketing Automation

Two Ways to Demonstrate the Business Impact of Customer Communities

Written by Julie Dietz on February 13, 2018 at 8:30 AM | 3 minute read

Revenue. Customer support costs. Acquisition. Retention. These are basic examples of business metrics companies track to evaluate their performance.

They’re also metrics any online community can use to show business impact.

The best community professionals measure, track, and compare metrics to demonstrate how their communities are impacting their businesses. They start by identifying the most important metrics to their company, then use them strategically to show impact.

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Topics: Customer Communities, Online Community

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