Membership association marketing is a tricky business. In fact, only 46 percent of associations surveyed reported increased membership from 2020 to 2022.
Having a robust online marketing plan is critical for any membership association. It’s helpful to understand what you’re doing and how to improve your organization.
You need to offer them the value they can recognize and want. You also need to prove your organization can deliver on that desire.
Not quite sure how to pull this off? Let’s take a look at how you can develop an association marketing strategy that works.
1. Keep Your Website Updated
Your website is one of your most important marketing tools. Keep it updated with fresh and relevant content. This will help you attract and keep members.
Post news, upcoming events, and helpful resources on your site. It will keep current members engaged and encourage new prospects to join.
2. Use Different Types of Media
Create a well-rounded marketing strategy that will help you improve your membership recruitment. Print media, such as newsletters and postcards, will reach a wide audience with your message.
Use e-newsletters and website banners to target a specific audience. Track results, create a community, and engage potential members using blogs and Facebook.
3. Understand Your Members
It’s no secret that happy customers are more likely to stay with a product or service than those who are unhappy. The same can be said of membership associations and their members. Take the time to get to know your members and what they want out of their membership.
You can start by surveying members to find out what they like and don’t like about their membership. Pay attention to member engagement and how active they are in association activities. This will give you valuable insight into what members want and how you can better market your association to them.
4. Develop a Compelling Value Proposition
Value propositions are powerful marketing tools. They explain what an organization does and why someone should become a member.
An effective value proposition will highlight the unique selling points of your organization. This will help you stand out from the competition. It attracts and keeps members and ultimately grows your organization.
5. Increase Your Visibility With Improved SEO
Search Engine Optimization (SEO) is a process used to improve the ranking of a website on search engines. The higher the ranking, the more likely people are to find the website.
This can be beneficial for membership associations because it can help them to market their organization to a wider audience. SEO can be improved by using keywords and phrases that are relevant to the organization. This also includes providing quality content that is informative and engaging.
Effective Association Marketing
Use these tips to improve your membership association marketing strategy and increase engagement with your members. Keep your messaging clear and concise, focus on your members’ needs and interests, and use data and analytics to inform your decisions. Don’t forget to ask for feedback and input from your members along the way!
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