The Aptify Blog
The Aptify Blog is an honest and informative collection of articles to help association executives solve their most pressing issues.
Association marketing has evolved tremendously in the last 10 years. Some of the tactics that were driving membership in the past are in decline, and new and innovative ways to increase member engagement have matured and been proven to work. Yes, we’re talking about digital, and more specifically, how your website can be optimized to generate memberships 24/7.
In late February I was on a plane at 36,000 feet when I read an article by Dave Gerhardt with Drift about their new marketing manifesto.
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Ok. So I’m not going to weigh you down with a heavy tutorial on how to use video for your next product launch. That’s just stressful. Let’s leave that to the video pros for the moment. I do want to show you some of the behind the scenes videos I took on my iPhone 7 Plus as we shot our new product video. And, in true inbound marketing fashion, I’m delivering this content to you in a blog article that allows me to share content and maybe make you laugh.
For decades, association marketing departments have used traditional methods such as direct mail, advertisements, and promotional emails in an attempt to capture the interest of membership prospects and increase member recruitment. But these “spray and pray” outbound tactics are easily ignored by prospects and difficult to measure by association marketers.
So You Want to Be an Association Inbound Marketer? Organizations are 3x more likely to see a higher ROI from inbound marketing than outbound, but we’re not going to lie to you—that doesn’t happen overnight. Inbound marketing is a dramatic departure from the traditional outbound approach most of us grew up with and that many universities are still teaching.
This post titled Spray and Pray Is Not A Marketing Strategy originally appeared in Inbound MarTech on February 7, 2016. Is your association marketing strategy centered around spray and pray email tactics? You know, upload a list to your email engine, write a membership email, and send it out to everyone (multiple times)? Do you then sit back and wait...and pray...hoping people will open the email and click on a link? Is this working for you? Really? If you're nodding your head, you're clinging to outdated marketing tactics. Times have changed, homey-g. Hope is NOT a strategy. Spray and pray email is outbound marketing. It's interruption-based. It's about you, not the member. It's bullhorn marketing. It's spam. And the result is that your members and prospects aren't listening. They're tuning you out. They're unsubscribing (gasp!). So stop it!