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Posts about Marketing

Three Reasons Advertising Can Boost Your Community's Revenue (and Success)

Written by Molly Talbert | on March 10, 2016 at 9:30 AM

More often than not, we’re bombarded with unhelpful, annoying ads. But it doesn’t need to be that way. Sometimes ads are so on-point -- targeted directly at you -- that they’re actually helpful. They’ve finally hit their target audience, which makes everyone happy -- advertisers make money because they sold you a product, and you’ve solved a problem by making a purchase.

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Topics: Online Community Management, Marketing

The Mobile Frontier: Create Frictionless Content and Help Members Engage

Written by Andy Steggles | on March 9, 2016 at 10:00 AM

Engagement -- it’s that golden word everyone talks about and one important sign of a healthy community. Part of creating member engagement -- discussions, content creation, connections -- is removing all the barriers you can. For optimal engagement, it’s important that there’s as little friction as possible, which isn’t as hard as you’d think.

Beyond being a buzzword and a broad concept, engagement does actually affect your community’s bottom line. In our 2015 Community Benchmarking Report we looked at data from 80 organizations with online communities, and compared those overall averages and medians from MGI’s 2015 Membership Marketing Benchmarking Report.

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

Promote Your Community at Events

Written by Calista Rollogas | on February 25, 2016 at 10:00 AM

You and your team spent a lot of time and energy either creating a new community or revamping your existing community. It’s time for celebration -- and getting people online, engaging. There are many ways to energize a community and bring in some fun, from creating exciting banners to hosting offline events.

Conferences are the perfect time to introduce your members to a new or relaunched community. We compiled a list of some of the most successful, fun and creative ways to get your members engaged with the community before, during and after your annual conference. You don’t get everyone’s rapt attention often, so it’s time to make the most of the opportunity.

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Topics: Online Community Management, Marketing

Communities Help the Buyer's Journey

Written by Hunter Montgomery | on February 23, 2016 at 10:00 AM

A community isn’t just an afterthought for your customers. And it isn’t only valuable once the deal is sealed and you sold them your product or services. Communities can support both you, your team and your customers throughout the buyers journey; every step of the way, from evaluation, decision, retention and, ultimately, creating customer loyalty.

It’s important to think of your customer relationship as starting long before the first contact. Rather than the transaction solidifying a relationship, it’s the relationship that triggers the transaction -- as it did for this man. A relationship with a potential customer begins before you even know them; in a community, they see how you interact with your current customers and how customers interact with each other.

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Topics: Marketing, Customer Communities, Customer Experience, Customer Support

I Heart Southwest: When Airlines Take a Community Approach

Written by Caitlin Struhs | on February 15, 2016 at 9:30 AM

I’m a loyal Southwest customer - our relationship began in my broke college days as a means to find cheap flights for visiting family and friends. It was a small airline with nicer-than-normal customer reps available when I had to reschedule.

But over the years, my devotion to this small, quirky transportation company has grown from convenience to brand loyalty and a real sense of community.

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Topics: Online Community Management, Marketing, Customer Engagement, Customer Experience

Reducing Cognitive Load: The Best UX Design for Your Community Site

Written by Molly Talbert | on February 8, 2016 at 9:00 AM


Have you ever given up on using a website because it takes too much brainpower to figure it out? Or even find what it’s for? This happened to me last time I flew and tried to check in online. The problem: if I did give up, I wouldn’t have been able to get on the airplane. So I grumbled through the process and finally figured it out. Why was it so bad? Their user experience was poor and I couldn’t figure out what steps I needed to take -- the extraneous cognitive load was too much.

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Topics: Online Community Management, Marketing, Customer Experience, Member Experience

Community Dream to Reality: Top Five Ways to Prove Value to Executives

Written by Caitlin Struhs | on January 7, 2016 at 9:30 AM


If you want to live the community dream, you’re going to need executives on your side. Did you know two thirds of organizations with highly involved executives are seeing their communities influence 16% or more of their organizations’ total revenue? (Demand Metric study, 2014) This effective involvement is possible with the right balance of meaningful impact and innovation using smart risk mitigation and ROI.

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Topics: Online Community Management, Marketing

How to Design a Community Your Users Will Love

Written by Molly Talbert | on November 16, 2015 at 9:00 AM

Have you recently visited a website plagued by confusion and disorganization? You can't find what you're looking for, and you're not even sure what you're looking at to begin with. That’s bad user experiencewhat any community wants to avoid.  If your user experience is less than easy, then maybe they will come, but don’t count on them sticking around or returning any time soon.

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Topics: Community Platforms & Updates, Marketing, Member Experience

What 15 Year-Olds Can Teach Organizations About Content Strategy

Written by Caitlin Struhs | on November 9, 2015 at 2:00 PM

This guest post is by Jill Andreu, Naylor’s vice president of content strategy and development, and originally appeared on AssociationAdviser.com. Jill is responsible for the overall strategy, direction, leadership and management of Naylor’s editorial department.

A colleague recently told me a story about how his 15-year-old daughter carries out her content strategy on Instagram.

She doesn’t call it content strategy. It’s simply, “Posting photos on Insta.” (Other parents out there probably recognize this slang.) But my colleague noticed that one afternoon, after his daughter snapped a “selfie” of them together, she didn’t immediately post the photo to her Instagram account as usual.

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Topics: Communications, Marketing

Eight Community Site Design Tips for the Win

Written by Lauren Wolfe | on November 4, 2015 at 1:02 PM


A winning community site – we all want it and we all can have it. It starts with strong design and a careful execution of the brand. I’ve put together eight tips that you can use right now to create a community site that is a winner in the eyes of your users, staff and prospective users.

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Topics: Marketing, Customer Experience, Member Experience

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