A new year means fresh opportunities for your association and its members. As 2024 approaches, it’s time to evaluate how you’re marketing to members and if any updates could help you better engage your audience. Here are eight marketing trends your association needs to implement to achieve success.
1. Focus on video marketing.
Video consumption has skyrocketed, with one report finding that 84% of people say they've been convinced to buy a product or service by watching a brand's video. This is also true through webinars. Your association needs to tap into this trend by creating compelling video content for your website, social media, and email marketing. Short explainer or “about us” videos are a beautiful place to start.
2. Prioritize your social media strategy.
Over 4.5 billion people now use social media, so your association needs to determine which platforms your members use and focus your efforts there. Post frequently, engage with your followers, and promote your content, events, and membership. Stay on top of new features and ways to maximize each platform.
3. Use data to drive your marketing strategies.
The more you know about your members, the better you can target them with relevant content. Use data analytic tools like GA4, Facebook Insights, Twitter Analytics, and Surveys to track how your members interact with your website, social posts, newsletters, and more.
4. Refine your email marketing.
Email marketing is still one of the most effective ways to reach members. Work to clean up your email lists, send targeted and personalized campaigns, and track open and click-through rates to see what's working. Keep subject lines compelling while avoiding “spammy” language. Utlizie A/B testing to optimize email performance.
5. Optimize for mobile.
Most web traffic now comes from mobile devices, so your association's website and marketing materials must be optimized for mobile viewing. Ensure your website is responsive, social media posts are sized properly, and email marketing is easy to read on small screens.
6. Focus on personalization.
Personalized marketing, like targeted emails, landing pages, and social media ads based on member interests, sees much higher conversion and click-through rates. Track how your members interact with your content and use that data to tailor their experience.
7. Keep an eye on emerging tech.
From artificial intelligence to virtual reality, emerging technologies are changing how we market and interact. Stay on the cutting edge by reading reports on marketing innovation, taking courses on new skills, and even experimenting with new platforms as they arise. The future is here, and your association needs to prepare for it.
8. Introduce thought leaders.
You have many experts in your industry right at your fingertips. Members and vendors should be writing blog posts, contributing to association publications, and speaking at your conferences and webinars. By allowing them to do so, you’re building credibility and attracting new members who are looking for an organization like yours to help them succeed.
Conclusion
The world of marketing is constantly evolving, and associations need to keep up to stay relevant. By expanding on these eight marketing trends, your association can implement effective marketing strategies in 2024 and beyond.
