In this episode of Modern Marketing Messages, our host, Taylor Karg, is joined by two Americaneagle.com experts, Allison Lundberg, a senior digital marketing strategist with a background in associations, and Will Levenson, an account executive with experience in both association and nonprofit sectors. The three discuss the various challenges associations face today when it comes to their digital strategies. Allison provides expert insight from a digital marketing perspective and Will provides expert insight from a website/technology perspective. Together, they highlight solutions for associations to succeed digitally.
Challenges Associations Face in the Digital Space
Allison highlights that associations struggle with recruitment, engagement, and retention, emphasizing the need for proper tools, technology, and visibility through digital marketing channels like social media and email. Will agrees, noting that many associations have strong programs and services but struggle to reach their full potential membership. He emphasizes the challenge of bridging the gap between what associations offer and how they can attract and retain more members.
How These Challenges Have Evolved Over the Years
Allison explains that while the core challenges remain the same, the context has shifted, especially due to COVID-19. Before the pandemic, in-person events were a key component of engagement, but the pandemic forced a shift to digital solutions, stressing the importance of technological infrastructure. Now, as in-person events return, associations are working to blend digital and physical experiences to offer value to a broader audience. Will adds that the loss of in-person events significantly impacted engagement strategies, leading associations to redefine engagement through digital experiences.
Common Mistakes Associations Make with Their Digital Strategies
Will emphasizes that a common mistake associations make with their websites is rushing to adopt trends and technology without a comprehensive plan. Associations often attempt to mimic commercial websites by focusing heavily on conversion optimization, which can lead to a loss of the organization’s identity and technological challenges. He highlights the importance of considering the entire web ecosystem, including association management system (AMS), learning management system (LMS), customer relationship management (CRM) tool, and other tools, rather than hastily implementing new software that may not fit their needs. The lack of strategic planning often results in ineffective technology adoption that fails to achieve desired outcomes.
From the digital marketing perspective, Allison identifies a key mistake as trying to be everything to everyone, leading to scattered efforts without a clear strategy. Associations often chase the latest trends without pausing to define goals and analyze what’s working. This lack of focus results in reactive marketing, where actions are taken at the last minute without a coordinated campaign strategy. Allison stresses the importance of developing an omnichannel strategy, using data to guide efforts, and ensuring clear communication across the organization to align marketing activities with broader goals. Balancing immediate needs with long-term strategy is crucial for success.
What Role Does Budget Play for Associations?
Allison and Will discuss the budgeting challenges associations face in both digital marketing and website strategies. Allison notes that associations often operate with tight budgets, particularly in paid advertising, leading them to rely heavily on organic methods for visibility and engagement. Smaller organizations struggle more with budget constraints, making it difficult to secure funds for essential activities like event promotion. Will adds that associations also face challenges in balancing the need for scalability and flexibility in their technology investments.
Many associations work with outdated platforms, relying on complex and costly workarounds. However, having a clear budget allows for strategic planning and long-term investment in platforms that streamline operations and enhance engagement. Both emphasize the importance of aligning budget decisions with organizational goals to ensure effective use of resources and sustained growth.
What Solutions Should Associations Implement to Overcome Challenges with Their Digital Strategies?
Allison emphasizes the importance of setting clear goals, whether for the entire association or specific marketing campaigns, to ensure everyone is aligned. She advocates for an omnichannel strategy where various digital activities like blogs, social media, and emails work together towards a common goal. Additionally, Allison highlights the need to track data throughout the campaign to evaluate its effectiveness and adjust as needed. The user experience on the website is crucial, as it must complement digital marketing efforts to ensure smooth conversions.
Will adds that understanding limitations is key to successful digital transformation projects. He shares an example where an association received vastly different budget quotes for a project because they didn't specify their limitations. Will advises a "crawl, walk, run" approach, starting with basic personalization and gradually advancing as data and resources allow. He stresses that knowing both the organization's goals and its limitations helps guide the transformation process effectively, avoiding costly mistakes and ensuring that each step is manageable and aligned with long-term objectives.
Dive deeper into association marketing strategies with our blog, “Association Marketing Strategies: Effective Methods, Channels, and Tools.”
What Tools Should Associations Utilize to Succeed in Their Digital Strategies?
From a digital marketing perspective, Allison emphasizes the importance of Google Analytics as a crucial tool for understanding user behavior and refining strategies. She gives an example where data revealed that an association was focusing on the wrong social media platform, leading to a strategic pivot. Allison also mentions the growing use of AI tools like ChatGPT to analyze data and save time. She highlights the need to balance new technology with existing tools, focusing on understanding user behavior and adjusting strategies accordingly.
In terms of website and technology, Will discusses the importance of selecting the right solutions rather than just tools. He notes that many associations are moving away from monolithic platforms that try to do everything but may not excel in all areas. Instead, the trend is towards using composable, API-driven solutions that allow for more targeted and effective use of technology. Will emphasizes the need to identify gaps in business needs and choose solutions that fill those gaps without unnecessary overlap. He also cautions against overly customized solutions that may be difficult to maintain, highlighting the importance of balancing cost with long-term sustainability.
How Will the Landscape Change for Associations in the Coming Years?
Will discusses how the landscape for associations is shifting toward a more composable approach, where technology platforms are breaking down their offerings into specialized components rather than trying to be all-in-one solutions. This change reflects a broader trend where associations are moving away from outdated, inflexible systems that attempt to do everything but often fall short. Instead, they are focusing on what they do well and integrating technologies that support those strengths.
He highlights the increasing importance of personalization in the user experience, comparing it to Amazon's ability to tailor content and services to individual users. He notes that associations have a wealth of data, publications, events, and learning opportunities that can be curated for personalized member experiences, driving engagement and conversions. The future for associations lies in leveraging this data to create customized content experiences while ensuring the technology they adopt is scalable, effective, and free from the roadblocks that have historically hindered their operations.
Allison mentions that many associations are reassessing their brand identity, moving beyond logos to consider the personality and voice of their brand. This includes embracing more personalized and humanized content, such as user-generated content and social media takeovers, to foster a deeper connection with members. Associations are increasingly focusing on accessibility, inclusivity, and creating a welcoming environment that resonates emotionally with their audience, rather than just providing transactional value.
Adding to Allison’s point, Will explains that this shift is crucial not only for associations but also for other industries like credit unions and higher education, where brand identity plays a critical role in member recruitment, engagement, and retention. He emphasizes that a strong brand experience encourages members to see their association as a community where they belong, rather than just a service provider, thereby increasing their commitment and involvement.
Both Allison and Will agree that the modern association must offer more than just tangible benefits – it must provide a meaningful, human connection that aligns with members' values and needs.
Recommendations for Associations Looking to Enhance Their Digital Presence
Allison emphasizes the importance of planning, advising associations to step back, evaluate their current landscape, and collaboratively plan their strategies moving forward. She reflects on her past experiences, noting that a lack of planning often led to a reactive, disorganized approach.
Will, humorously suggesting that associations should call him, adds that associations should consider their offerings from the perspective of their members, rather than from internal departmental silos. He encourages thinking about how different types of members engage with the association’s services and using that understanding to guide how the association presents itself digitally. This member-focused approach can reveal gaps in service and inspire more effective strategies, ultimately leading to better planning and success.
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Connect with:
- Modern Marketing Messages: Americaneagle.com // Twitter // Instagram // Facebook // YouTube
- Taylor Karg: LinkedIn
- Allison Lundberg: LinkedIn
- Will Levenson: LinkedIn
- Resources: Americaneagle.com Digital Marketing Services | Association and Nonprofit Website Design and Development
Brought to you by Americaneagle.com, a digital marketing and web design company, Modern Marketing Messages discusses the latest and greatest in both online and offline marketing tactics, strategies, and trends. We take a deep dive into anything and everything marketing, speaking to the best and brightest minds in technology and marketing. Episodes will cover different areas of focus, from advanced SEO to paid search, personalization to influencer marketing, and everything in between.
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