Webinar Preview: Guilty By Association – Five Mistakes Associations Make While Developing Their Digital StrategyPosted in Website Design by Bridgeline Digital on April 18th, 2013
Last winter, our Quarterly Vertical Webinar Series featured guest speakers, case studies and research on profound ways a Health Care organization’s website can drive Patient Activation. The Vertical Webinar series educates audiences on ways your organization can assimilate to an increasingly Digital World, tailoring specific information on common industry needs and context.
On April 3oth, at 2:00 pm, we’ll broadcast our latest webinar, “Guilty By Association: Five Mistakes Associations Make While Developing Their Digital Strategy,” focusing on what types of digital strategies marketers in the Association Industry can adopt to improve Member Relationship Management (MRM).
As a primer, or an appetizer if you will, we’ve decided to preview three of the mistakes, right here, on the Bridgeline Blog. You’re about to be a smarter person than you were 10 minutes ago. Get excited.
Mistake: Using Association Management Software (AMS) that doesn’t play nicely with third-party tools.
One of the vital conclusions of the Lehman Associates annual industry study report, entitled ”Association Management Software Use and Satisfaction“, was about something that haunts every digital strategy: Synergy between solutions.
An excerpt from the report:
Associations are adopting third-party applications to take advantage of new engagement models and to tap into specialized capabilities. This is evident in new areas such as social media and mobile services as well as enhanced capabilities for email marketing and communications, meeting management and registration, e-learning, and others. AMS providers build into their products many of these capabilities but may offer fewer options than dedicated third-party applications and are likely to upgrade them less frequently. They do have a potential advantage of automatic integration with the other functions of the AMS, but surprisingly, some are not well integrated within the vendors AMS platform.
Look, technology moves fast, often leaving organizations always playing catch up. That’s no secret. And an AMS is a system that provides Associations with basic database features to run its operations, such as member services, dues, event management, and fundraising. It’s critical software for Associations to properly harness to develop a marketing strategy, yet according to surveys from the American Society of Association Executives (ASAE), 24% of Associations implemented their AMS over 10 years ago.
We can say here, with general confidence, that any technology dated 10 years is either obsolete or on the brink of it. Fear not, according to that same survey, 4 out of 10 Associations are currently shopping for a new AMS. It’s important, however, to choose an AMS that can work concurrently with the rest of the tools arming your digital marketing strategy. Integration is between technologies is key.
Solution: In our Webinar, we’ll discuss paramount technologies necessary to augment a good AMS solution in order to take your Association to new heights.
Mistake: Ignoring the use of Smart Devices in the marketplace.
LIONS! AND TIGERS! AND BEARS! OH MY!!! …. In 2013, it’s more like: TABLETS! AND SMART PHONES!! AND PCS! OH MY!!!
We’ve written about and covered the Mobile Revolution at an unhealthy obsession. Almost enough so that you could make the case we’re spearheading the movement. To review: an eBook, Infographic, and, oh yeah above is our video that we just produced. Did we mention we have a video now? HEY GUYS! LOOK WE HAVE A VIDEO NOW TOO! Check it out. Pretty cool stuff.
Anyway, it’s not overkill when the startling statistics back up the amount of attention we’re giving it. If you’re digital strategy doesn’t involve mobile then you don’t really have a digital strategy. Get on board. Remember, 685.6million smartphones worldwide were sold in 2012 - 45% increase over 2011. People don’t hope you have a mobile friendly website, they expect it. In the study entitled, “What Users Want Most From Mobile Sites Today,” Google found 72% of consumers expect brands to have a mobile-friendly website.
According to the ASAE survey, despite these trends, 93% of organizations are spending more on websites than mobile.
Solution: Well, you already know, we’re big proponents of Responsive Design, but we’ll talk at great lengths of its importance as it pertains to MRM.
Mistake: Discounting the Importance of an Effective SEO Strategy
If Content is King, great Search Engine Optimization strategy is both the keys and the road map to the village. It’s simple, Search Engine Optimization tactics bring visitors to your virtual doorstep. Awesome SEO won’t happen over night, it takes time to develop.
Solution: There’simply not enough space here to dive in but our latest Webinar will detail basic and advanced SEO techniques and tools to drive better search engine rank.
Interest piqued? We thought so. Find out more about these topics — and more!! — by registering for our latest webinar today.