While many associations have already established their longstanding traditions, how well are they keeping track of the trend of the digital age, in order to stay connected and bridge relationships with younger generations? Keeping a close eye on today’s highly interconnected world, associations need to bring new ideas to the table to ensure growth and long-term financial sustainability. This is where digital marketing comes in.
Being an integral part of how associations operate, digital marketing not only increases the potential attendee pool exponentially, but also utilises e-commerce techniques to convert people into paying delegates.
With today’s constant flow of information, how can associations attract individuals and display their unique value proposition on the online sphere?
The answer is: visuals!
What many associations often tend to underestimate is importance of visuals when it comes to displaying content on their websites. Studies show that 65% of individuals are visual learners. Visuals are processed 60,000 times faster than text and your content is 50 times more likely to be higher on the search engine if the website includes a video. Moreover, approximately, 50% of website traffic is generated through search engines alone. Keeping those statistics in mind, putting an extra thought on visual content to convey your message and optimising the website for search engines are simple and cost-effective ways to ensure higher rankings and impact.
From positioning, website design and branding to search engine optimisation, social media engagement and digital advertising, ensuring that the right channels are chosen is a vital first step. Not one marketing channel overrules the other. Therefore, turning to marketing automation enables associations to not only create personalised experiences for delegates, but also it enables the organisation to form entirely new ways to communicate with current and potential members. Tracking engagement from emails and campaigns as well as monitoring trends help associations fully understand their target audience and better direct marketing for growth. This data also reveals the delegates’ readiness to submit an abstract or register, which facilitates the delivery of customised messages that can accelerate the decision-making process.
A well executed digital marketing plan can change your association in ways that you could never imagine. But remember, it is a tool that should be used all year round!
Whether you are interested in enhancing your visibility, boosting participants’ engagement or activating your target audiences, our digital marketing services can help you grow your congress. For more visit us here.