The global pandemic, which continues to wreak havoc, has had a dramatic impact on the way marketing is consumed, and therefore strategized.
The evolution of online behaviours and how consumers interact with content has been supercharged, forcing marketers to respond quickly. With in-person events still in question, budgets up for debate and an insurmountable rise in digital marketing opportunities, how can membership organisations use their marketing spend to best attract new members and share their message, and on which channels? These five concepts and principles should underpin your efforts in the coming year to help you better resonate with current and future members.
1. Content alignment is EVERYTHING
The digital space is now so incredibly busy, and in order to reach your target, your marketing and content team will need to align all aspects of your content strategy to reach the right people and the right time with the right message. Your PR calendar, SEO strategy, content marketing and social media campaigning will need to work collaboratively to continually reinforce your mission statement and your position in the market. It is no longer a simple means of communicating the benefits of your product, but also needs to integrate the when, the how and the why. Your content will need to first build and reinforce credibility and trust, before you can connect with your market.
2. Non-profits will form marketing strategy
In a bid to better resonate with the socially conscious buyer, many businesses are now actively seeking partnerships with associations and non-profits to demonstrate their support for the third sector. Businesses with similar mission statements and objectives will look to amplify their ethos by supporting charities and non-profits in a more demonstrable way, either with shared initiatives, PR activities or longer-standing joint ventures. This mutually beneficial tactic will provide potential funding and support for charities, while simultaneously providing coverage for businesses.
3. Events will remain largely hybrid
The pandemic continues to force closures and restrictions, particularly with international travel, causing marketers and events organisers to rethink their events calendar. With many delegates still keen to meet in person, the evolving hybrid event enables the best of both worlds, with digital streaming and face-to-face networking both possible. Many membership organisations continue to opt for online meet-up, which are made more interactive with the evolution of digital channels that facilitate them. Platforms no longer place faces on screens in a digital room, they recreate the conference venue experience with features and functions that provide a truly immersive opportunity. However, for many associations, the benefits of meeting in person cannot be matched online, which is why hybrid options are emerging.
4. Micro-influencers will reign
Influencer marketing continues to dominate online, but with increasing questions surrounding authenticity leading to a breakdown in trust in influencer campaigning, marketers are working with a rising number of micro-influencers for a stronger ROI. With smaller audiences, but in exchange refined targeting and greater authenticity, micro-influencers are especially powerful when promoting very specific services or when looking to penetrate a local market. The challenge is finding the perfect micro-influencer whose values are completely aligned. Get it right, and you could discover a new marketplace, get it wrong and you could devalue your current one.
5. Communities will be key
Digital marketing now extends beyond the two-way relationship between product/service and target. There is a third element – community. Social proof and community value is now arguably the strongest tool to leverage online. Building communities around your product and service will not only enable people to discover your offering by digital word of mouth, but it will also enable you to listen to your marketplace and understand, first-hand, their motives and pain points. Where you choose to set up your community will largely depend on who your members are, which sector you operate in and where your members prefer to engage. Many membership organisation now opt to use mainstream social media channels who have closed group offerings, including Facebook, the emerging Twitter Communities and LinkedIn.
The challenges and the changes over the past two years have put increasing pressure on marketers to address authenticity and building stronger online relationships. With restrictions forcing new connections to be made online or on the phone, marketing teams need to continue to evolve their strategy to respond to the importance of authenticity and human contact. There is a still a place and case for more traditional digital marketing streams including PPC, paid social and display advertising, but for maximum impact, these must be underpinned by a content strategy and partnerships that truly demonstrate your mission, your values and your authenticity.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
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