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Engagement Posts

5 Marketing Automation Features You Need to Start Using Today

Written by Shayna McGroggan | on July 12, 2018 at 8:30 AM | 5 minute read

In the survey we did for our recent State of Marketing Automation: Association Benchmark Report, we asked associations what additional marketing automation features they’re using. We discovered that many of them aren’t making use of certain features that could be taking them to the next level.

If you pair this with our finding that one of the biggest marketing automation challenges for associations is a lack of platform knowledge, it starts to look like associations might not be making use of these essential features because they don’t realize what they can do.

Without these features, it’s difficult to make your marketing automation campaigns shine.

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Topics: Engagement, Marketing, Member Experience, Marketing Automation

Empower Your People and Improve Your Bottom Line Using Online Community

Written by Brian Weiner on July 5, 2018 at 8:55 AM | 8 minute read

 

Helping employees succeed and produce value for your organization is a universal objective for businesses, regardless of location, size or vertical. Providing them with resources and achieving this task was far easier in the past when employees worked in the same physical location, but with the advance of technology in the last decade, the modern workforce has become increasingly mobile. In fact, CNBC recently reported that 70 percent of people globally work remotely at least once a week.  

While technology has vastly improved to allow for this type of remote work, organizations are now struggling to keep their employees engaged and informed. Moreover, businesses are quickly adopting the trends of direct selling models and multi-level-marketing. The direct selling channel is predicted to reach $163.1 billion by 2020 with a CAGR of 4.9 percent, according to Euromonitor Direct selling organizations are attractive to individuals because you get to be your own boss, set your own hours, and most importantly, can work from anywhere. However, this presents an ongoing challenge for the organization to onboard, retain the consultants and provide them on-the-fly mobile access to content and social learning.

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Topics: Engagement, Online Community

What Do Vanity Metrics Have to Do with Marketing Automation Goals?

Written by Shayna McGroggan | on June 28, 2018 at 8:06 AM | 5 minute read

Higher Logic recently released our 2018 State of Marketing Automation: Association Benchmark Report. When I got a chance to pore over the results, I saw a lot of fascinating responses from the survey portion of the report. We asked about all sorts of things, like how they used marketing automation and what their goals and successes were. We also asked about any challenges they were facing.

Those who answered this last question gave some answers we’d expected, like lack of understanding about their software, or the difficulty of finding a platform that fit their needs or skill level perfectly.

But an answer I didn’t expect to see was that they were struggling with their open rates and engagement with the emails in automated campaigns. This was the third most common response for the question – that really made me start to think.

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

Nonprofits Need Donors Who Stick Around and There’s No Getting Around That

Written by Elizabeth Bell on June 19, 2018 at 8:30 AM | 7 minute read

Are you a nonprofit with a large pool of happy, connected donors, who give regularly and volunteer monthly? For any nonprofit, even if the answer to the question above is ‘yes,’ improving donor retention is probably one of your top concerns.  

In the business world, people are always tossing around stats about the importance of customer retention. Here’s the reality: most companies have a higher customer retention ROI over customer acquisition. It makes sense – you’ve already worked to get their business once, so it pays off to keep them happy, keep them around, and even increase their business rather than having to convince a whole set of new customers over again.

In the nonprofit space, the idea of donor retention is just as relevant. Your donors were impressed enough with your work and valued your cause enough to give to you once, and you probably worked hard to get them to that threshold. It takes a lot of work to build up trust with your donors and makes sense to continue that relationship and prove your value to them, so they continue to support you.

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Topics: Millennials, Engagement, Volunteer Management, Nonprofits and Charities, Online Community, Donor Retention

How to Create Engaging Online Discussions: 7 Tips for Community Managers

Written by Simona Ciampi on May 31, 2018 at 8:29 AM | 5 minute read

Often, and especially early on in the life of an online community, the community manager is the one who has to start discussions. If you’re a community manager, I’m sure you know from experience that creating an engaging discussion is not easy. For example, asking someone what they think about an article and just putting the link out there is not typically enough.

There are a few handy techniques you can use when creating a conversation to facilitate more interaction.

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

Marketing Automation and Artificial Intelligence (AI) Don’t Have to Be Scary. But They’re Scarily Connected.

Written by Shayna McGroggan | on May 30, 2018 at 8:55 AM | 3 minute read

Disclaimer: A real human wrote this post.

Before you start backing away nervously, I know – these two concepts on their own can create stirrings of inner panic. And in a post together? That’s even worse. But, taking a few minutes to sit down and truly understand each one can benefit the marketer. They’re friendlier than they seem, and you’re likely going to be hearing a lot more about them in the marketing world.

This post discusses three common questions about the relationship between marketing automation and artificial intelligence (AI).

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Topics: Engagement, Marketing, Customer Experience, Member Experience, Marketing Automation

Connecting Brands, Clearing Inboxes, and Cultivating Employee Engagement with an Intranet Community [Case Study]

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

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

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

Combining Your Inbound and Outbound Marketing Strategies

Written by Michael Al-Megdad on February 2, 2018 at 8:30 AM | 5 minute read


In recent years, digital marketing strategies like search engine optimization, paid advertising, social media marketing, and blogging, have replaced traditional marketing tactics as the preferred methods for promoting products and attracting potential customers. Inbound marketing encompasses these "new" strategies, with a focus on bringing interested potential buyers to your website and product.

Outbound marketing techniques like mail advertising, cold calling, or radio commercials aren’t as targeted, measurable, or cost effective. They simply canvas large swaths of people and are difficult – if not impossible – to track.

But this shift doesn’t make outbound marketing obsolete. If implemented in conjunction with inbound techniques, outbound marketing can help cement brand recognition with your target audience.

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Topics: Engagement, Marketing, Marketing Automation

Developing a Micro-Moments Marketing Strategy

Written by Javi Calderon on January 25, 2018 at 8:30 AM | 4 minute read

No matter where you go these days, you'll find people nose deep in their phones - on the bus, in line at Starbucks, or even as they wait for a meal at a restaurant. These gaps of time are known as micro-moments, and have become the newest frontier for marketers.

These moments are an enormous opportunity, as the average consumer experiences them about 150 times a day. Research shows that on average, people spend an astonishing one-third of their waking time on their mobile devices. About 55 percent of this time is spent in short bursts of 30 seconds or less.  

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Topics: Engagement, Marketing, Marketing Automation

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