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Elizabeth Bell

Elizabeth is a content specialist at Higher Logic. When she's not writing about online communities or marketing automation, you'll probably find her cooking, reading, or playing volleyball.

Recent Posts

Making Connections, Expanding Reach, Improving Data: A Trade Association’s Community Story [Case Study]

Written by Elizabeth Bell on January 8, 2019 at 9:15 AM | 6 minute read

Staying relevant, providing value, connecting with members and customers – do these challenges sound familiar to you and your organization? Promotional Products Association International (PPAI) was thinking through these goals.

Leadership had sensed that PPAI’s relationship with members wasn’t very “sticky.” Members might pay dues so they could gain education at tradeshows or access a search tool, but the connection didn’t go much deeper.

PPAI wanted to find a way to show members the real value of their membership.

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Topics: Associations, Member Engagement, Online Community, Online Community Management, Marketing Automation

Member Retention in 2019: Why They Leave & 3 Ways to Keep Them

Written by Elizabeth Bell on December 19, 2018 at 8:27 AM | 12 minute read

Member retention: it’s always on our minds. In 2019, how do you plan to get your members to stick around? When people face so many competing demands for time, attention, and money, this question is bigger than ever.  

The Membership Marketing Benchmark Report asked associations why they think members don’t renew. The two biggest reasons they mentioned, after “lack of engagement (37%) were: 

  • Members could not justify membership costs with any significant ROI (28%) 
  • Members thought their membership lacked value (23%) 

If you’re wondering how to attack the retention question this year, these stats are a pretty good indicator of where you should start.  

We talked about engagement pretty extensively in another post, so, I want to get into this idea of value.  

These stats are really about how your members perceive the value of their membership with your association. You could be offering what you think are the best membership benefits in the world, but if these benefits aren’t what your members are looking for, they won’t value them. Furthermore, they may not be willing to pay up when it comes time to renew their membership.  

So, how can we bridge this divide between what you’re offering, and your members’ expectations? 

We need to take a member-first approach, and we’ll get there through: 1) research, 2) refinement, and 3) follow through. 

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Topics: Member Retention, Online Community, Marketing Automation

4 Community Managers, 25 Community Building Questions Answered [WEBINAR RECAP Part 2]

Written by Elizabeth Bell on December 11, 2018 at 1:00 PM | 13 minute read

Last week, we shared advice from four of our community managers about challenging scenarios you might encounter in your community (and their recommendations on how to solve them).

This week, Lindsay, Will, Annie, and Emily are back to share their answers to 25 questions on topics like increasing engagement, finding an expert for your Q&A session, and encouraging lurkers to participate.

Sound like fun? Let’s go!

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Topics: Online Community, Online Community Management, User Group Management, Member Engagement, Customer Engagement, Engagement

4 Community Managers, 4 Common Scenarios, 4 Real Solutions [WEBINAR RECAP Part 1]

Written by Elizabeth Bell on December 4, 2018 at 10:00 AM | 12 minute read

Been craving some community management advice? Good thing, because we've got some scenarios we think you might find relatable. Maybe you’ve got product enhancement requests coming out of your ears – maybe you’ve got a record lack of participation. Whatever it is, how do you respond to these kinds of challenges in your online community?  

Four of our community managers are here to share real-life scenarios like these that they’ve worked through. They share the tactics they tried and recommend, and the outcomes they achieved.

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Topics: Online Community, Online Community Management

Your Guide to Effective [Not Annoying] Marketing Personalization

Written by Elizabeth Bell on November 21, 2018 at 8:45 AM | 15 minute read

Personalization is hot right now. People want to receive relevant, customized recommendations from the brands and organizations they’re interested in. And what’s more, they’ve grown to expect it. But when personalization is sloppy, people get annoyed.  

Adobe’s recent study about email marketing revealed more about these reactions to personalization.  

People appreciate personalization and want to see more of it, but certain mistakes or inaccuracies make personalization frustrating. So, how can we do personalization right, without ending up in the annoying category (or worse…the unsubscribe category)? 

We can’t just drop personalization; in fact, it’s the key to engagement, so it should be a top priority to learn how to do it properly. After all, Accenture Innovative found that almost all consumers (91 percent) are more likely to shop with brands who personalize their experience.  

But first… 

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Topics: Marketing Automation, Email Marketing, Member Experience

Rich Millington: How to Make Your Community Indispensable [Super Forum RECAP]

Written by Elizabeth Bell on November 20, 2018 at 11:15 AM | 13 minute read

“Is your community indispensable to your organization? How about to your members?”  

Rich asked the packed room these questions. A few people raised their hands, but most looked around with sheepish smiles.  

It’s hard to say definitively that your online community is indispensable, or absolutely necessary, to the organization you work for, unless you’re the CEO and you can make those kinds of decisions. But everyone who has a stake in the community wants it to be indispensable 

At this year’s Super Forum, the community expert, author, and Feverbee founder went on to share some ways you can do just that, both to your organization and to your members. 

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Topics: Online Community, Super Forum

Sometimes People Just Need to be Invited [Case Study]

Written by Elizabeth Bell on November 15, 2018 at 7:55 AM | 4 minute read

The National Association of School Nurses (NASN) wanted a better way to increase membership sign-ups and renewals. Like other associations, it had to reach segments of its audience with different messages, which often required manual tasks and was hard to track successfully.

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Topics: Member Engagement, Member Retention, Associations, Online Community, Online Community Software, Engagement

ICYMI: Key Takeaways From Our 2018 Super Forum Keynote Speakers

Written by Elizabeth Bell on November 13, 2018 at 7:45 AM | 6 minute read

What’s the connection between customer loyalty and Lady Gaga? Why are many Generation Z-ers best friends with their parents? Are you a “One-Percenter” (aka SUPER fan) for anything? Do you try to understand generational differences or tend to look down on them?

These are just a few of the fascinating questions we walked through with keynote speakers Jackie Huba and Kim Lear at Super Forum this week. Both women, experts in their fields – Jackie in customer loyalty, and Kim in workplace trends – shared insights we can apply to our workplace, in our families, and with our members and customers.

We wanted to recap both speeches, for those of you who couldn’t make it or missed the live stream, and for those of us who were there and don’t want to forget a minute from the keynotes!

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Topics: Super Forum, Member Engagement, Customer Engagement, Millennials

The Top 5 Reasons Your Members Aren't Renewing (and What to Do About It)

Written by Elizabeth Bell on October 23, 2018 at 8:30 AM | 14 minute read

Marketing General’s 2018 Membership Marketing Benchmark Report revealed fascinating statistics on why members don’t renew their association membership.  

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Topics: Marketing Automation, Member Retention, Marketing, Associations, Member Engagement

48 No-Brainer Tools Every Marketer Needs

Written by Elizabeth Bell on October 4, 2018 at 7:56 AM | 12 minute read

Whether you’re on a small team, a team of one, or a large team with divided responsibilities and resources, marketers all have a few things in common:

We need to accomplish things quickly, handle multiple projects at once, stay inspired, keep ourselves updated about current events, and collaborate with others across our team or departments. Another similarity? Tools, technology, and coffee keep us running.

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Topics: Marketing Automation, Marketing, Email Marketing, Social Media

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