Does your association’s website resemble an old house to which many rooms and closets have been added and others are collecting dust? Does it scream to your members “We don’t care if it’s easy or a pleasure to visit?” Does the site never come up in searches of information you host? Is it difficult to update so it’s underutilized by the rest of the staff? Are you taking way too many phone calls from members for information that could easily be on the web?
Videos help humanize industries; they turn complex issues into compelling stories; they inspire action and they create community. That’s why nearly half of all associations have integrated videos into their communications strategies and 24% are planning on doing so shortly, according to one study.
Videos will constitute 82% of all consumer internet traffic by 2019, according to the Cisco Visual Networking Index. For associations, they will be especially effective for accessing younger audiences - tomorrow’s members and industry leaders -- who spend about 1 hour 45 minutes daily watching online video content on connected devices.
Influencer marketing, the strategy employed by organizations to cultivate relationships with key leaders among unique communities in order to access/influence these audiences, is proving to be a potent marketing tool. Recent research conducted by Twitter confirms this: Brands using influencers on Twitter have been able to enhance user engagement (in terms of shares, comments and recommendations) by almost five times!
Millennials (those born between 1980 and 2000) are the largest generation in the U.S. and will represent 50% of the workforce by 2020, according to a recent report published in Forbes. Today’s aspiring professionals will be future industry leaders and policy makers, and associations stand to gain immensely by having them on board.
So, maybe you get that inbound marketing is the most efficient and cost-effective method for generating qualified leads to meet your business or organization's growth goals, but you' re still uncertain that it will work for your organization. Or, perhaps you're ready to add inbound to your marketing mix, but you're a little unsure of how to put it all together with a strategic plan. Inbound marketing can seem, at times, to be complex and a bit overwhelming, so it's critical that you carefully assess your readiness to support it before you make the human and financial resource investment -- then build it within a strategically defined framework that aligns all activities towards measurable succcess.