What's Your Goal Using Digital Media?

At a recent conference, I attended a breakout session with the same title of this blog post.

What did I get out of the session?

Three key points that I took away were:

  • Message needs to be a benefit not an annoyance;
  • Integration of data/information is key to your audience; and
  • Media agnostic, on demand, mass communication with personalized content needs to be in real time.

I especially want to focus on the last bullet since I believe it's a key component of running a successful digital campaign.

You can't just focus on one medium (i.e., web, a social media platform, etc.).  You must be on all, web, mobile, audio and video and then find the platform where your members our listening (i.e., Facebook, LinkedIn, Google+, Twitter, Pinterest, etc.).

Make no mistake about it, this is not easy to do.  Don't let the perfect get in the way of the good.

For a list of Jay Baer's top 33 digital marketing blogs go HERE.

Just get started today!

Research: Know Your Member

I recently was reading a "100 Super Hints Revealed" document produced by Marketing General Incorporated.

Go HERE to get the original document.

I've talked about the importance of needs assessment survey's and the tools available to conduct them.

For that blog post go HERE.

Having said that, I wanted to focus on two points in the last section under research of the Marketing General report:

  1. It's what you know, not what you suspect; and
  2. Beware of the board's perspective.

This is so true!

Don't get in the habit of guessing what your members want from past history or current staff thoughts. Survey your members and know for sure what they want.

The second point is sensitive. Ideally, your board members are the leaders of the community, but remember, they are a select group of your entire membership.

Conduct the survey and then use your board to prioritize the results. Don't let them add additional items your members don't want or feel is a priority.

It’s been said here time and time again. You can't be all things to all people.

When it comes to your members:

  • Ask
  • Prioritize
  • Deliver

That's an equation for success!