As our use of technology increases over time, so does the importance of digital marketing for associations. Offering the best member benefits no longer guarantees that your association will succeed or even be found by your target member base.
Success is now determined by the ability of an association to get in front of its target audience through a variety of digital channels – like search results, social media, and email to name a few – and to provide them with the information they need to convert.
In this article, we will explore the importance of digital marketing for increasing member loyalty. We will also highlight how digital channels could be used to target the right audience, gain association credibility, accurately measure results, and generate a consistent member recruitment pipeline.
Key Takeaways
- Nearly half of organizations engage in digital marketing without a defined strategy. Associations should create a dedicated digital marketing strategy that aligns with their overall mission and goals, integrates with broader marketing plans, and includes regular reviews and updates.
- Associations should aim for at least a level 3 maturity (out of 5) across seven key pillars of marketing success: Strategy and Management, Performance Improvement Process, Marketing Insight, Integrated Customer Communications, Digital Experience, Brand Strategy and Communications, and Marketing Technology.
- Develop comprehensive digital marketing dashboards, use defined marketing source codes for attribution, and regularly assess digital experiences. Prepare for the upcoming deprecation of third-party cookies by exploring alternative attribution methods.
- Prioritize channels based on their effectiveness, with organic search, Google Ads, content marketing, and email marketing ranking the highest. Tailor the channel mix to your specific member base and industry, and regularly assess performance to adjust strategy.
- Implement a systematic approach to testing across all digital channels, using techniques like A/B testing and leveraging AI and machine learning tools. Foster a culture of experimentation and learning within the marketing team to steadily improve the effectiveness of digital communications.
The Importance of Digital Marketing for Associations
Before exploring the steps, it's important to understand the context.
In 2023 alone, global digital advertising spending reached approximately $626.9 billion, making up 71.8% of total media ad spending worldwide (Statista). This shift highlights the critical need for associations to master digital marketing to remain competitive and relevant to their members.
The digital marketing environment is complex and constantly evolving, with new technologies and platforms emerging regularly.
From AI-powered tools like ChatGPT to new social media platforms like Instagram Threads, the possibilities—and challenges—are endless. For associations, this complexity presents an opportunity to distinguish themselves by building superior digital capabilities.
Step 1: Develop an Integrated Digital Marketing Strategy
The foundation of successful digital marketing lies in a well-crafted, integrated strategy.
Surprisingly, nearly half (47%) of organizations engage in digital marketing without a defined strategy (Smart Insights). For associations, this approach is particularly risky, as it can lead to inconsistent messaging and inefficient use of resources.
To avoid this pitfall:
- Create a dedicated digital marketing strategy that aligns with your association's overall mission and goals.
- Ensure this strategy integrates seamlessly with your broader marketing and membership plans.
- Identify key performance indicators (KPIs) that align with your association's objectives.
- Regularly review and update your strategy to adapt to changing member needs and industry trends.
Remember, the goal is to move towards an integrated approach where digital marketing investments are prioritized and incorporated into your association's overall planning process.
Step 2: Prioritize Investments in Marketing Capabilities
Excellence in digital marketing requires associations to build and strengthen their capabilities across multiple domains.
Thus, here are seven key pillars of marketing success that you should focus on:
- Strategy and Management
- Performance Improvement Process
- Marketing Insight
- Integrated Customer Communications
- Digital Experience
- Brand Strategy and Communications
- Marketing Technology (MarTech)
Assess your association's current capabilities in these areas and identify opportunities for improvement. Aim to achieve at least a moderate level of proficiency across all domains, with plans to excel in areas most critical to your association's goals.
Building these capabilities is an ongoing process that requires continuous learning and adaptation. You can implement the following approaches to improve your capabilities:
- Conduct a thorough assessment of your current digital marketing maturity across these seven pillars.
- Identify areas where your association lags and prioritize investments to improve these capabilities.
- Focus on developing skills that directly impact member engagement and retention, such as personalized communications and data analytics.
- Invest in training and development for your team to keep pace with evolving digital marketing trends and technologies.
Step 3: Implement a Structure for Insight, Forecasting, and Evaluation
Data-driven decision-making is crucial for digital marketing success. However, many organizations lack fundamental evaluation techniques.
To improve in this area, associations should develop comprehensive digital marketing dashboards to track KPIs and measure success. Implement defined marketing source codes to accurately attribute leads and conversions.
You should also regularly assess your digital experience to ensure it meets member expectations. For this, consider advanced techniques such as Net Promoter Score (NPS) tracking, customer panels, and media attribution modeling.
With the impending deprecation of third-party cookies in Chrome (expected in the first half of 2025), you must also prepare for new approaches to attribution and tracking. Start exploring alternatives now to ensure a smooth transition when the changes take effect.
Step 4: Optimize Investments in Digital Media
Not all digital marketing channels are created equal, and their effectiveness can vary depending on your association's specific goals and target audience. Generally, channels are ranked in terms of their effectiveness as follows:
- Organic search
- Google Ads
- Content marketing
- Email marketing
- Social media (paid and organic)
- Digital PR
- Display advertising
For associations, this ranking provides valuable insights for resource allocation. However, remember that effectiveness can vary based on your specific member base and industry.
To optimize your digital media investments:
- Prioritize organic search and content marketing to establish your association as a thought leader in your industry.
- Leverage Google Ads for targeted campaigns to reach potential members actively searching for relevant information.
- Invest in email marketing to nurture relationships with existing members and re-engage lapsed ones.
- Use social media to build community and facilitate member-to-member connections.
- Experiment with digital PR and display advertising to increase brand awareness and reach new audiences.
- Regularly assess the performance of each channel and be prepared to adjust your strategy based on the results.
Step 5: Invest in Continuous Optimization of All Digital Communications
The ability to test, learn, and refine is one of the greatest advantages of digital marketing. To stay ahead of the curve and maintain a competitive edge, your association should embrace a culture of continuous optimization and innovation.
Implement a structured testing program for all digital marketing initiatives. Regularly experiment with new tactics, channels, and technologies to discover what works best for your association. and stay informed about industry trends and emerging digital marketing opportunities by attending conferences, participating in webinars, and engaging with industry thought leaders.
It is also important to Invest in ongoing training and development for your marketing team to ensure they have the skills and knowledge needed to execute your digital marketing strategy effectively. Consider setting up a dedicated innovation team or task force to explore new digital marketing opportunities and pilot promising initiatives.
Conclusion
The digital marketing landscape is complex and ever-changing, but it also offers unprecedented opportunities for associations to engage members, attract new ones, and demonstrate value. By following the five steps mentioned above, your association can unlock its digital marketing potential and thrive in the digital age.
Remember, this is an ongoing journey. Stay curious, remain adaptable, and always keep your members' needs at the forefront of your digital marketing efforts. With dedication and the right approach, your association can build a digital presence that not only meets but exceeds member expectations, ensuring your continued relevance and success in the years to come!
For more information on how you can achieve success and grow your membership base using technology - feel free to contact our team here. To see how Glue Up can help you unlock your association's digital marketing potential, book a demo with us today.
