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Marketing Automation Posts

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

The Member Journey Has Changed: Are You Changing With It?

Written by Tom Lehman on May 16, 2019 at 9:08 AM | 4 minute read

“Digital transformation” is leaving no stone unturned. Its effects aren’t limited just to big consumer brands like Amazon, Netflix Uber. Technology has changed how people travel down the path toward membership at your association, and how they engage with your association if or when they join.

A member’s experience with your association or nonprofit used to look different. They might hear about you through a direct mail flyer, send in a check to join, and attend a conference once a year. That was association membership. Their journey to joining your association was linear and sequential.

Now, they come to your association at various stages of the funnel, or the member/buyer’s journey. And along the way, they expect a different experience from what was the norm 20 years ago.

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Topics: Communications, Engagement, Member Communities, Associations, Member Experience, Nonprofits and Charities, Member Engagement, Marketing Automation, Online Community, Integration

6 Tips to Maximize the Success of Your Association’s Publication

Written by Gabrielle Wathen on May 2, 2019 at 2:47 PM | 6 minute read

If your association is interested in maximizing the educational value its offering members, you might already know that having a publication is a great asset to your content strategy. Association members want to learn, and there are multiple different ways publications can support that.

For example, an annual event publication could be your biggest print run of the year – and a huge opportunity for revenue growth and boosting member knowledge. But what if you aren’t seeing the results you want to see? What if your readers aren't engaged? To get your members excited about your association’s publication, you have to deliver one that grabs their attention and delivers the resources they want and need.

If your association’s publication isn’t performing well, it’s time to assess your strategy. If your association has never considered creating a publication, ask yourself why.

Association publications boast a number of benefits, presenting opportunities to:

    • Establish your association as an industry thought leader
    • Strengthen the knowledge of your members + readers
    • Build rapport with your community
    • Enhance professional relationships with partners + sponsors
    • Improve member retention
    • Increase non-dues revenue

Did that get your attention? (That last benefit tends to get people excited.)

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Topics: Associations, Member Retention, Member Engagement, Marketing Automation, Online Community, Advertising, Events

8 Practical Ways to Boost Engagement with Mobile Event Apps

Written by Gabrielle Wathen on April 25, 2019 at 1:00 PM | 7 minute read

Here’s a fun forecast: The number of mobile users worldwide is expected to reach 7.26 billion in 2020. With (nearly) the entire human population walking around with a mobile device in their pocket, it should come as no surprise that people expect a certain level of connectivity in their experiences. Businesses can tap into this potential with a mobile app for their events.

Meeting and conference attendees increasingly expect ways to engage organizers, presenters, and each other – from the moment they register until months after the event. Mobile event apps can be integrated with an online community platform to drive engagement prior to and following an event. This can help demonstrate value to attendees and improve their overall experience.

Let’s get ‘appy and talk about how organizations can cost-effectively enable staff, attendees, speakers, and sponsors to connect and provide feedback during a conference or other event.

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Topics: Engagement, Customer Engagement, Member Engagement, Customer Success, Marketing Automation, Online Community, Super Forum, Advertising

Build a Sustainable Brand with Purpose-Driven Marketing

Written by Gabrielle Wathen on April 18, 2019 at 1:48 PM | 5 minute read

Purpose – what is it? If you’re thinking “the name of Justin Bieber’s fourth album”... that would be correct, but this word carries more weight than his millions of fans.

In the 14th annual Global Consumer Pulse Research, titled ‘From Me to We: The Rise of the Purpose-Led Brand,’ Accenture Strategy defines purpose in the following way:

“pur·pose /ˈ pərpəs / Noun: The reason why something exists. For companies, it is the foundation of every experience. It is the underlying essence that makes a brand relevant and necessary.”

In an increasingly competitive landscape, purpose-driven marketing is about more than building your brand or boosting your revenue. It’s about building a better world, long-term, alongside the people who share your brand’s passion to drive positive change and make a real impact.

To build a sustainable brand, equipped with valuable brand advocates and stakeholders, make an effort to strengthen it by delivering something beyond price and quality.

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Topics: Engagement, Customer Communities, Customer Engagement, Member Experience, Member Engagement, Collaboration Tools, Customer Success, Customer Advocacy, Marketing Automation, 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

Talkin’ SaaS Stats: Customer Success is Having a Moment

Written by Gabrielle Wathen on April 11, 2019 at 1:47 PM | 6 minute read

Which begs the question…what took so long? It’s simple. Without customers, you don’t have a business. Without happy customers, you don’t have a successful, profitable, sustainable business. For B2B Software-as-a-Service (SaaS) companies, investing in customer success isn’t optional – or, at least it shouldn’t be, at this stage in the game.

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Topics: Customer Experience, Customer Success, Marketing Automation, Online Community

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.

You might be familiar with these oft-quoted stats:

  • It costs 5x as much to obtain a new customer than to keep an existing one [Invesp]
  • Increasing customer retention rates by 5% can increase profits by 25% to 95% [research by Frederick Reichheld of Bain & Company]

As made clear, many companies are leaving money on the table if they don't continue marketing to existing customers once they make an initial purchase.

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

4 Tips for Generating More Non-Dues Revenue from Advertising

Written by Elizabeth Bell on March 19, 2019 at 12:22 PM | 7 minute read

If you’re from the Midwest, you probably know someone who loves pickling anything and everything. (Or maybe you’re that person?)

The picklers I know are all about pickling – from eggs to cukes to fruits. (Come to think of it, it might not just be a Midwestern thing – Portlandia’s “We Can Pickle That,” anyone?) There’s always a waste to prevent or a profit to be made or a gift to be given when you know how to pickle.

And, it’s not too hard to do: If you’ve got pots and jars, something to pickle, stick to the process, and invite a few taste testers, then you’re golden.

You’re now totally confused about why we’re talking about pickling in an advertising post. Well, maybe preserving food or other perishable items in brine isn’t your thing, but is extra profit for your organization your thing? Sure it is, so you can apply these same principles (the principles of pickling) to advertising at your organization.

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Topics: Engagement, Marketing, Member Communities, Member Experience, Member Engagement, Marketing Automation, Online Community

Your 5-Step Guide to a Streamlined Member Communications Schedule

Written by Elizabeth Bell on March 12, 2019 at 7:58 AM | 4 minute read

Picture this: Last month, your marketing department sent five emails to members promoting your annual event, while your membership department called members three times about the event. On top of this, your events team sent out two reminder emails. But everyone thought everyone else was on top of reminding members about the upcoming advocacy initiative, so no one sent them anything about it.

Sound familiar? If so, interdepartmental silos might be keeping you from an effective member communications schedule.

Member communications often hover between extremes like this - too much and too little, or both. The best place to be is just right (Goldilocks’ porridge, anyone?). But too often, departmental silos and lack of communication tip the balance toward extremes.

Getting over this interdepartmental communication hurdle is key to achieving the ultimate goal for a member communications schedule: increasing engagement by personalizing content for each member, based on their needs and interests.

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Topics: Communications, Member Engagement, Marketing Automation, Online Community

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