Marketing for associations begins with understanding your members’ behaviors and anticipating their needs. In essence, it is a science. While this may be the case, an effective association marketing strategy does not always require a large budget, as one might assume. There are many free and cost-effective solutions that any association should use to deploy a strong marketing plan. A strategic marketing approach can ensure your organization is communicating membership benefits to consumers throughout the industry. The strategic position you take will vary from association to association, depending on your budget and specific goals. However, two key components should remain the same: provide valuable content alongside compelling visuals.
Marketing on a Budget BasicsA diverse marketing plan understands that the entirety of your target audience is not consuming content on the same platform or in the same manner. The main tools we recommend utilizing to ensure your association is reaching a diverse population are social media, blogs, and newsletters.
Social MediaSocial media channels such as Facebook, Twitter, YouTube, LinkedIn, and Instagram are essentially free to use. Every association should have a presence on most platforms, which will provide consumers with information about your association. Consider the following:
- What kind of events do you host?
- What value do members take away from your association?
- What differentiates your association from others in your industry?