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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

Public Social Network or Private Online Community? 11 Tips to Guide Your Decision

Written by Elizabeth Bell on June 6, 2019 at 2:10 PM | 8 minute read

Would you build your house on rented land? Or move all your belongings into a hotel room?

The answers are obvious. No, you wouldn’t, because you’d be trying to create something permanent in an impermanent place that you don’t own, where things could change at any moment.

Could the same concept apply to building a community for your customers or members on social media? We think so.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, User Group Communities, Associations, Online Community Software, Customer Engagement, Customer Experience, Member Experience, Member Engagement, Online Community, Integration, Advertising

8 Ways Online Communities Improve the Customer Experience + Retention

Written by Elizabeth Bell on May 28, 2019 at 12:09 PM | 6 minute read

On the day you’re reading this, at least one of your customers is watching a webinar, downloading an eBook, or fielding a phone call from your competition. 

But you know what? Big deal. When you focus more on becoming competitor-proof than on true customer success, you’re getting your priorities wrong. Why?

Making your customers successful is a long-term retention strategy. Your business rises and falls based on the customer. If they love you, they won’t leave you – no matter how many competitors come knocking on their door.

And one of the best ways to ensure your customers’ success and support them throughout their journey?

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Topics: Customer Communities, Customer Experience, Customer Retention, Customer Support, Online Community

Onboarding for Retention: How to Engage New Members for the Long Term

Written by Elizabeth Bell on May 23, 2019 at 2:55 PM | 5 minute read

Onboarding new members is a critical step for associations, and often one that is missed or under-emphasized. That first year of membership has a big influence on whether that member will renew with you.

If you’re onboarding with the goal of retention (and you should be), it’s all about connecting your members and continuing to engage them at strategic touchpoints. Engagement during their first year of membership, and every year after, is how you keep members around.

When evaluating how your onboarding program is doing, ask yourselves if these three things are true about your program:

  1. Are members quickly introduced your association’s benefits, like your member network and key resources?
  2. Are members drawn in so much that they want to remain and participate?
  3. Are staff able to introduce members to these benefits on a large scale and in a personalized way?

If the answer to any of these was no, don’t worry. We’ve got the resources you need to get your onboarding program where you want it to be.

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Topics: Communications, Engagement, Member Communities, Associations, Member Retention, Member Engagement, Marketing Automation, Online Community

15 Tips to Help Successfully Move Your Community to a New Platform

Written by Elizabeth Bell on May 14, 2019 at 8:41 AM | 8 minute read

No matter the reason for the change, anyone who has grown an online community to maturity can tell you that the thought of moving that community to a new platform is enough to keep a person up at night.

There are logistical and personal challenges to migrating an entire community, like:

  • What if engagement totally dies?
  • What if we lose all the activity from our old community when we transition?
  • What if members don’t move?
  • What if members start their own rogue communities because they hate our new platform?

But whatever your worries are, moving your community could be what it needs to become even better.

To get you to that new, better place, there are some strategic elements to think about as you transition your community from one platform (be it social media, a different company, or a listserv) to another.

We’re here to help you meet your goals while avoiding these pitfalls.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, User Group Communities, Online Community Software, Customer Engagement, User Group Management, Member Engagement, Online Community

3 Benefits of a Customer Advisory Board for Your Software Company

Written by Elizabeth Bell on May 9, 2019 at 10:53 AM | 5 minute read

Do you have a Customer Advisory Board (CAB) or customer advisory council? A lot of software companies do. It’s one of those boxes that you check because you know it’s a best practice.

But something else that’s common is when companies check the CAB box just to have one, but don’t end up doing much with it (likely because of the workload it takes to manage). Rather than becoming the product and customer experience-changing entity that it has the potential to be, many CABs go into hibernation, never to be heard from again.

It’s time to change that. It’s time to mobilize your CAB for action.

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Topics: Customer Communities, B2B Communities, User Group Communities, Customer Support, Customer Success, Customer Advocacy, Online Community

What is a Social Business Model? 8 Companies Doing it Right

Written by Elizabeth Bell on April 23, 2019 at 12:19 PM | 17 minute read

Once upon a time, during the initial rise of social media platforms and online communities, people were aflutter about what these new developments would mean for their business. The term “social” seemed to compound every business buzzword, making it difficult to understand what a social business really looks like.

In today’s world, the social business model has become an expectation, rather than a new idea.

Here’s our formal definition:

What is a Social Business Model? The social business model is a framework utilized by companies to improve their customers’ experiences, using online channels to prioritize customer success and customer engagement.

Now that we (and the social business model) are older and wiser, we can reflect on what the impact of the introduction of these platforms. To help illustrate the concept better, we’ve compiled a list of eight companies we think are using the social business model well. Spoiler alert: Netflix is one of them. 

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Topics: Customer Communities, B2B Communities, Online Community

3 Communication Tips to Increase Donations to Your Nonprofit

Written by Elizabeth Bell on April 16, 2019 at 10:57 AM | 6 minute read

I bet you have some donors or constituents who open all your emails. And I bet you have some donors who don’t open any, and others who are this close to unsubscribing if they get just one more email from you.

Wouldn’t it be nice if you had a communication strategy that accounted for these three types of donors and everyone in between? A strategy that engages donors about what they’re interested in, rather than pushing them away?

With a strategy like this, you could make a significant contribution to your nonprofit’s fundraising initiatives. How? Even the communications that aren’t about fundraising are vital to engaging your donors or pushing them away. And with the right communication strategy, you’ll advance your ultimate fundraising goals.

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Topics: Communications, Engagement, Nonprofits and Charities, Email Marketing, Marketing Automation, Online Community, Donor Retention

4 Questions to Help You Choose the Best Stock Photo for Your Content Marketing Campaigns

Written by Elizabeth Bell on April 9, 2019 at 9:54 AM | 8 minute read

Choosing imagery for your content marketing campaigns is really hard. It’s easy to pick the wrong thing: something boring, unengaging, or off-brand, something that will become outdated, or something that makes people think “Why does that photo exist?” [See the photo we chose for this blog header? Case in point.]

Or what if you pick an image from page 1 of a stock photo site that’s been used so much people actually realize they’ve seen it before? Just this weekend, I saw a stock photo I’ve seen a thousand times on Shutterstock used as the main creative on a prominent highway billboard. Awkward, no?

When you get into it, it can be surprising how difficult finding the best photo can be.

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Topics: Communications, Engagement, Marketing, Social Media, Email Marketing

3 Reasons Why You Should Be Marketing to Your Existing Customers

Written by Elizabeth Bell on April 2, 2019 at 9:24 AM | 5 minute read

Bringing in new business is and always will be important. However, marketing doesn’t end when the ink is dry on the contract. Where are you focusing your efforts after that initial sale?

Your new customers shouldn’t disappear into a black hole, never to hear from you again – that initial transaction should be the start of their defined customer journey, complete with strategic touchpoints for success.

Engaging current customers positively impacts overall business goals in several ways, including increasing revenue by generating opportunities for sales of additional products and services.

The problem is that not enough companies connect these top goals with customer marketing. Let’s explore three reasons why you should hone in on marketing to your existing customers.

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Topics: Customer Experience, Customer Retention, Customer Advocacy, Marketing Automation, Online Community

4 Reasons You Should Integrate Your Learning Management System and Community [Case Study]

Written by Elizabeth Bell on March 27, 2019 at 7:50 AM | 4 minute read

Imagine this: You’re inspecting a wind turbine about 350 feet up in the air. You’re there to repair a gear in the gearbox to keep the turbine turning at about 80 meters per second. You’re very capable, as you’ve learned your trade on the job with some specialized training, but you’re a sole proprietor, and you’ve got some questions. Who do you turn to?

The American Gear Manufacturing Association (AGMA), a trade association with about 500 member companies of various sizes, recognized that its members were facing these types of challenges, so it jumped to fill the gap.

To provide its members with access to the education and training they needed in a useable, relevant way, AGMA invested in Higher Logic’s Learning Management System (LMS).

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Topics: Associations, Member Experience, Online Community, Learning Management Systems

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