ultimate mar comm cheatsheet -mmcc 2015
TRANSCRIPT
THE ULTIMATE MARCOMM CHEATSHEET
Lauren Hefner, MPA, CAE Scott Oser@laurenhefner @scottoser
Why we’re here
Emails. Links. Tweets. Blogs. NOISE.
We want to separate the junk from the gold:• Prospecting, engagement, & retention• Content marketing • Social media• The webPlus…..Leave a card and receive a cheat sheet!
Membership Prospecting
Prospect within your own backyard.
Membership Prospecting
Remember A/B testing and segmenting.
Membership Prospecting
Frequently review the “path to join”.
Membership Prospecting
Track, track, track.
Membership Prospecting
Create membership ambassadors.
Membership Prospecting
Create an “association in a box”.
Membership Prospecting
Create a preview page.
Membership Prospecting
They want to know, “why join now?”…. Answer them.
Membership Prospecting
Develop a strong Unique Selling Proposition (USP).
Membership Prospecting
What did we miss?What would you add?
Membership Engagement
Set clear goals.
Membership Engagement
Determine delivery method.
Membership Engagement
Be consistent with your activities.
Membership Engagement
Determine resources needed(staffing, financial, technical)
Membership Engagement
Create volunteer opportunities for members at all stages.
Membership Engagement
Offer scholarship opportunities for members in transition.
Membership Engagement
If you can’t beat ‘em, join ‘em.
Membership Engagement
What did we miss?What would you add?
Membership Retention
Spend time promoting your long term members.
Membership Retention
Re-examine your promotable benefits.
Membership Retention
Understand why members join and welcome them properly.
Membership Retention
Remember to “pay” members for their time through recognition.
Membership Retention
Almost always, first year members are least likely to renew.
Membership Retention
Examine payment options.. But think them through.
Membership Retention
Offer *gasp* early-renew discounts. (don’t hurt us)
Membership Retention
Personalize the message.
Membership Retention
What did we miss?What would you add?
Content Marketing
Make it an organizational initiative.
Content Marketing
Repurpose content.
Content Marketing
Create a content marketing calendar.
Content Marketing
Give away “teaser” content (yes, for free.)
Content Marketing
Drag your ‘elite’ - especially your ‘content elite’ -
into your sandbox.
Content Marketing
Add your insight.(hint: they want to hear your take, too.)
Content Marketing
Host content curation on your site and promote it in social media.
Content Marketing
Curate for the sales funnel.
Content Marketing
What did we miss?What would you add?
Social Media
Set SMART goals.
Social Media
Choose your channels wisely.
Social Media
Establish roles and calendars.
Social Media
Analyze past content to improve posts.
Social Media
Switch up content formats.
Social Media
Automate curated content.
Social Media
Be consistent with #hashtags
Social Media
Try an anniversary campaign.
Social Media
Don’t be all things to all people.
Social Media
Facilitate meaningful conversation.
Social Media
Create a social update library.
Social Media
Batch social updates as you create content.
Social Media
Put a positive spin on things
Social Media
Grammar matters.
Social Media
What did we miss?What would you add?
Web
Use responsive design.
Web
Use intuitive navigation.
Web
Do an annual audit of content.
Web
Give visitors breathing room.
Web
Have a call to action on every page.
Web
Allow non-members to search within the members-only section.
Web
Put your customers to work – add testimonials
Web
What did we miss?What would you add?
Q&A
Scott OserPresidentScott Oser [email protected]
Lauren Hefner, MPA, CAEDirector, Member CareHealthcare Businesswomen’s [email protected]