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Member Engagement Posts

Google Remarketing: 6 Tips for Advertising Success

Written by Marisa Fiore on March 21, 2019 at 8:58 AM | 8 minute read

There’s marketing, and there’s Google Ads  ‘remarketing’ – a term Google established in regards to their ability to enable websites to show targeted ads to users who have already visited their sites. The term ‘retargeting’ seems to get thrown around in the same bucket since this is the term Facebook uses in regards to their advertising efforts, but we’re talking about Google Ads (formerly known as Google AdWords) today.

The ultimate goal of remarketing? You want people to convert. Specifically:

“Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.” [Google]

When remarketing is done successfully, you can re-engage prospects that dropped off, transforming them into leads and converting them based on behavioral actions. When you increase conversions, you increase ROI. It’s as simple as that.

We’ll dive into some quick tips to help you embrace Google remarketing as part of your strategy.

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Topics: Engagement, Marketing, Member Retention, Customer Engagement, Customer Retention, Member Engagement, Advertising

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

What is an Online Community? The Basics & Benefits

Written by Hunter Montgomery | on March 7, 2019 at 11:25 AM | 6 minute read

In the fast-paced world of modern technology, many leadership executives and organizations understand that building online communities for their customers or members to learn, share, and collaborate is critical for increasing growth and relevancy.

They know that successful online communities can help them engage and inspire their audience, creating the unique and individual experiences that improve the overall customer experience (CX). Focusing on CX in tandem with your online community is incredibly valuable in terms of driving loyalty, by the way.

Research from the Temkin Group found that companies that earn $1 billion annually can expect to gain, on average, an additional $775 million over 3 years of investing in customer experience (with SaaS companies standing to earn the most, at $1 billion).

For those who are still learning or want to brush up on their knowledge, we’re here to offer some clarity on what a successful online community is and how it can benefit organizational growth by helping you deliver value to your customers, partners, members, or prospects.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, Customer Experience, Member Experience, Member Engagement, Online Community

4 Steps to Create Your Omnichannel Engagement Strategy

Written by Elizabeth Bell on March 6, 2019 at 10:13 AM | 5 minute read

Most people like being “regulars.” When you walk into your favorite coffee shop, and the barista greets you warmly, starts preparing the usual for you, and asks how your daughter’s big soccer tournament went, doesn’t it make you feel good? The feeling of being known and cared for is universally appreciated, even if it’s on a small level.

Many membership organizations are facing a challenge right now. And it comes down to making members feel like regulars in a quickly-evolving digital world.

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

How Engagement Tools Improve Association Event Management

Written by Gabrielle Wathen on February 28, 2019 at 12:20 PM | 5 minute read

Interested in filling more chairs at your next event? Achieving this goal is easier said than done without effective tools, but it’s a common core objective among associations (for good reason).

It is incredibly gratifying for associations to see a spike in event attendance, as participation plays a valuable role in their impact, but poor event management can cause your members to disengage.

Exploring new ways to keep your members engaged and informed about your events can increase overall member satisfaction and translate to a boost in event attendance.

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

Engage Your Membership with Social Technology [Case Study]

Written by Caitlin Struhs | on February 6, 2019 at 7:45 AM | 3 minute read

The American Society of Association Executives (ASAE) was ready to take member engagement to the next level. As its member base grew, the association needed to adjust member communications to match. So it gave members a voice and a platform with powerful social networking, discussion, and information-sharing tools.

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Topics: Engagement, Member Engagement, Collaboration Tools, Online Community, Integration

AARC Brings Back 800 Lapsed Members with Automated Win-Back Campaign [Case Study]

Written by Caitlin Struhs | on January 30, 2019 at 7:45 AM | 3 minute read

The American Association for Respiratory Care’s (AARC) membership was stalled. A flat line in the association’s core group of active members was even starting a bit of a downturn.

This steady decrease in membership renewals gave rise to a growing number of lapsed members. Sherry Milligan, Associate Executive Director of Membership, was determined to find the right action plan to quickly change that trajectory.

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

11 Elements of a Winning Member Engagement Strategy

Written by Elizabeth Bell on January 29, 2019 at 9:11 AM | 10 minute read

If you're involved in community management, you've likely heard of the 90-9-1 principle. The numbers represent speculated percentages of online engagement, with 90 percent of participants only viewing content, 9 percent responding to content, and 1 percent actively participating in the creation of new content.

These numbers seem pretty dismal. It's difficult not to get discouraged by such speculation when your member engagement is so critical to the success of your association as a whole.

Member engagement isn’t an easy, snap-your-fingers kind of thing, but when you have an engaged member base, the work is totally worth it. Achieving great engagement requires a commitment to a great member engagement strategy.

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

3 Ways to Strengthen Communication Using Smart Member Data

Written by Jake Fabbri on January 24, 2019 at 8:40 AM | 7 minute read

If your organization manages a membership program, you know that it can be a real challenge keeping your members fully engaged while developing ways to grow your program.

After all, no matter how many new members you attract, it’s your retention rate that drives real growth. Member engagement drives retention, and communication is the key to boosting engagement.

Data-driven and unified communication strategies are the best way to ensure you and your members get the most out of your program. There are a few essential elements to consider as you develop smarter communication strategies for your membership program.

To strengthen your communication strategy through smart data usage, try these three tips:

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

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