Many associations utilize automated marketing solutions. While
automated may make it sound as if you are using computers to take over
marketing duties, there’s no loss of control with automated marketing,
in fact you'll gain more control than before. There are several
different versions of software that will automate the repetitive
portions of marketing.
There are many functions available in a
marketing software platform. The effectiveness of marketing duties can
be increased through the chosen functions. High powered software can
help with everything from better engagement and nurturing to gaining new
members. Most of the programs are offered from internet based
applications, though standalone software does exist. These locally
installed programs will need an experienced manager to keep the
application running smoothly. Internet based programs typically come
with a customer service and tech package.
a few automated programs have a tracking function incorporated. These
tracking functions are embedded into social media campaigns, web pages,
and marketing emails to reveal the behavior of recipients or interested
users by recording email – whether opened or following embedded links,
social media link monitoring, and pages viewed. This activity allows the
marketer to determine which pieces of educational content and
association services are most appealing to the majority of their target
Automation of Marketing
The heart and soul
of automated marketing is when the program helps attract new audiences
and move them through the funnel to become members. At the top of the
funnel are the interested browsers. Through emails, then follow up call
reminders (to the marketer), the software helps those browsing parties
become members at the bottom of the funnel.
sophisticated programs help manage the marketing workflow. While the
initial information needs to be input by a human, once entered the data
can be created automatically. This data can include workflow, marketing
calendars, asset creating, and triggers for marketing campaigns or
Marketing emails are
often sent to spam folders. This is due to over-sending, repeated
emails, or material that is not relevant to members. Potential members
can become non-interested parties very quickly if they find too many
emails from any association in their inbox. To avoid this, create
several different types of messages based on member activity. Do not
allow the emails to go out more than once per week and let members
choose their email preferences. Remember that having emails marked as
spam too often can result in fines or even your website being
blacklisted from your webhost or internet service provider.
Can I Afford It?
some small associations the price of automated marketing can be
prohibitive. While some software can run over $1,000 per month, there
are other more affordable options on the market that can cost as little
as $400 per month. With these reasonably priced alternatives available,
it is strongly recommended that associations invest in marketing
automation software to add some extra hands that will help out with
marketing initiatives and eventually generate more members.
Interested in learning more about marketing automation and how it can help your association? Click here to find out!