We have all had the experience where we have Googled a product only to be hounded by targeted ads for weeks and months to come. This type of product pushing can give targeted communication a bad rap as it can feel creepy and even intrusive. But when done right personalizing content can be extremely helpful and value adding, especially as an association professional marketing to your members.
According to Community Brands newly released Digital Evolution study, 79% of association members say it is very or somewhat important that their organization provide targeted, valuable content. However, when we asked organizations if they are delivering on this need, only 18% said they are personalizing the content members see. There is a huge opportunity for associations to deliver more value by serving up meaningful content to their members.
79% of association members say it is very or somewhat important that their organization provide targeted, valuable content.
So what type of content are members interested in receiving? Luckily for continuing education professionals, recommendations on continuing education related to interests and needs tops the list.
When drilling down into career stage preferences, those early in their careers are more open to a range of targeted outreach. This could be due to the fact that younger members are more frequently exposed to personalized content in their day to day lives with the technologies they interact with on a daily basis (i.e. Amazon, Netflix).
To get on the path to personalization you have to start with collecting data on your members and segmenting them for targeted messaging. Ask them:
- Topics of interest
- Preferred learning medium (webinar, in-person, on-demand)
- Communication preferences
- Unique education requirements
- Career goals
By understanding your member’s preferences you can curate your messaging to better meet their needs and deliver greater value. With so much competition for learner’s attention and dollars being able to break through with your messaging is key to becoming a go-to source for education.
For more insights from our Digital Evolution study check out our webinar and discover insights on the past, present and future of member expectations and association technology.
