What are you doing in the digital space to drive member engagement?
I recently attended an educational seminar that spoke to this specific issue led by Melissa Harrison of Allee Creative.
Questions during the session addressed, effectiveness, lack of budget, inability to produce relative and timely content, and not willing to give content away for free.
The main message, don't think "free" but thought leadership, relationships and trust and deliver on those attributes.
A message that I did not expect is that print is back. Don't be afraid to send your members some printed pieces on your program of work. I'm a fan of an all of the above strategize.
Digital channels are not a member benefit. You are building awareness and building a brand through these channels.
Digital marketing is content focused. It needs to be relevant content that provides value and you are engaging them, you ultimately want them to take an action.
Digital marketing reaches your audience on their time where they are. The Internet is always open 24 hours a day. So choose channels that you have the resources that you can respond to any questions or queries received from members or prospects.
You’re building relationships and trust through the digital channels.
46% of people check their phones for social media sites and their email as they get out of bed. That might be a good time of the day to send your content marketing?
Four generations in the workplace and your membership. Guess what, they are all on social media, albeit they use it differently.
While there are multiple digital channels, you need to focus on what you can handle and handle well. Find out where the bulk of your members are spending their time in the digital space and plant your content in that space.
80% of the vetting process is done online so make sure your digital house is in order and easy to navigate.
Her final comment, "engage your members by creating a digital marketing plan with content that is about THEM. Make it STICKY. Make them see you as a RESOURCE throughout the year."
Put a content calendar together to manage your digital presence. SPROUT SOCIAL is a great source to schedule your social media and has a robust analytics component
