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Explore the Higher Logic Blog:Online CommunityMarketing Automation

3 Customer-Focused Benefits of an Online Community

Written by Eversley Sifontes | on August 7, 2018 at 7:47 AM | 3 minute read

Listening to your customers can be both the easiest and most challenging things to do at the same time. While happy customers don’t always sing your praises, those with complaints tend to voice them loud and clear.

We’ve all seen how stock prices have plummeted after a slew of bad press on Twitter or Facebook. It’s an extremely competitive market, and I’m sure your executive team, along with pressure from the board, is not trying to make headlines as the latest entrepreneurial fail. So, how do you weed through the negativity but give your customers a way to feel heard and valued?

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Topics: Online Community, Customer Success

Marketing Automation: Creepy? Or Just Good Customer Service?

Written by Shayna McGroggan | on August 2, 2018 at 8:20 AM | 5 minute read

You’re shopping online. You put something in your cart, leave the website, and then a few minutes later, you get an email that says, “Oops, looks like you left something behind.” Have you ever had this experience? Turns out, it’s not Big Brother spying on you – it’s just marketing automation at work. An abandoned cart campaign is a perfect example of how marketing automation can be used to create a great user experience.

Tell me more, you say?

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Topics: Marketing Automation, Customer Support, Member Experience, Associations

5 Ways to Boost Fundraising with Online Community [Infographic]

Written by Elizabeth Bell on July 31, 2018 at 8:05 AM | 1 minute read

 

The donor experience is changing, and nonprofits need new strategies to amp up their fundraising.

The bad news is that fundraising is getting tougher. Why? Well, although the amount given is growing, there are less donors to go around. According to Blackbaud’s recent report, every generation has seen a decline in givers since 2013, except for Baby Boomers.

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Topics: Nonprofits and Charities, Engagement, Online Community, Donor Retention

14 of Our Favorite Examples of Storytelling in Marketing

Written by Elizabeth Bell on July 26, 2018 at 8:20 AM | 10 minute read

When was the last time you saw a commercial that made you cry? Maybe it was one of those gems during the Super Bowl, or maybe you’re not the crying type – either way, what’s the secret behind these stirring commercials? When you think about it, it’s odd that we’d cry over something (not you, non-cryers) that’s simply advertising a product or service for purchase.

So, what is it about certain commercials that tug at our heartstrings?

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Topics: Marketing, Engagement

The Event Planner’s Guide to Using Online Community for Your Annual Event

Written by Stephanie Cinque on July 24, 2018 at 8:20 AM | 8 minute read

Your annual event might be looming, or it might be a year away – wherever you are in the planning, it can feel like you’re stuck in a crazy-making cycle.

The good news is, if you have an online community, you’ve got access to a tool that puts you one step closer to making your job so much easier. Are you taking advantage of the support your online community can provide?  

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

5 Smart Tips to Strengthen Your Automated Emails and Increase Conversions

Written by Sara Maloney on July 19, 2018 at 8:16 AM | 4 minute read

Everyone uses email. Not everyone loves email, but everyone uses it today nonetheless. Why? Because it’s the main way we receive valuable communications.

But, how many times a week do you scroll through your inbox and think, "Why am I receiving emails about something completely irrelevant to me?" or "Why am I being sent this email asking me to register for an event that I already registered for?"

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

You’re Incredibly Busy – But You Need to Make Time for the Business Skills that Will Keep Your Community Going

Written by Lindsay Starke | on July 17, 2018 at 8:00 AM | 5 minute read

I’ll be honest—I’ve been meaning to write this blog post for a couple of weeks, but I’ve just been so busy. So is everyone else on my community team; from launching new initiatives, checking in with subject matter experts, running reports, and putting out fires, the community management department here at Higher Logic keeps hustling.

And we’re not alone. In The State of Community Management 2018 Report (SOCM 2018) nearly half of the community professionals surveyed reported “significant stress or burnout.” Community has exploded over the past few years and community managers who have historically been siloed off, multitasking in our little contained worlds, are increasingly finding ourselves at the big table. Here, we need the business skills to advocate for our community and get the resources, support, and development that we need in order to sustain community success long-term. No wonder we’re exhausted!

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Topics: Online Community, Online Community Management

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: Marketing Automation, Marketing, Member Experience, Engagement

Know Before You Buy: What Can Go Wrong With Marketing Automation Implementation

Written by Gabrielle Wathen on July 11, 2018 at 9:30 AM | 6 minute read

When a task takes a complicated turn, it’s not uncommon for people to feel stuck and discouraged. And when people feel stuck, they lose sight of their goals. If this wasn’t the case, my friend’s “easy-to-assemble” IKEA dresser would be housing the clothes that are strewn all over her floor, rather than spending its second month collecting dust in an unassembled pile in the corner of her room.

Even with all of the right tools at her disposal, confusion reared its ugly head during the assembly process and she gave up, never reaping the benefits of her investment.

The point? Having the funds to purchase a new IKEA dresser doesn’t automatically mean you have the capability to assemble it correctly without wasting a ton of valuable time, even if it comes with a “handy” instruction manual. On the same note, having the budget available to invest in a marketing automation platform doesn’t always mean you have an inherent understanding of the implementation process to follow.

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Topics: 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: Online Community, Engagement

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