For many industry associations, keeping members engaged and retaining them can be an ongoing struggle. While these organisations typically offer valuable resources, networking opportunities, and educational content, maintaining active member involvement and proving tangible value requires more than just a great offering—it calls for a strategic approach that aligns marketing efforts with members’ needs and expectations.
Marketing Eye, a leading marketing consultancy, has recently released an insightful white paper titled “How to Audit Marketing and Membership Experience for an Industry Association.” This guide provides industry associations with a strategic framework for refining their marketing strategies and boosting member satisfaction.
The white paper serves as a practical tool for identifying gaps in marketing tactics, member experiences, and engagement processes. Associations that have implemented its strategies have reported notable improvements in member retention, event participation, and overall engagement.
Mellissah Smith, CEO of Marketing Eye, explains, “Associations often struggle because they haven’t taken a step back to evaluate what’s truly working and what’s falling short. Our white paper provides more than just a performance assessment; it lays the groundwork for growth. By conducting a thorough audit, associations gain the insights needed to make strategic changes that drive member loyalty and boost engagement.”
Why Should Industry Associations Conduct a Marketing and Membership Audit?
Although the idea of auditing marketing and membership experiences might seem daunting, especially with limited resources, the benefits are substantial and measurable. The white paper highlights several compelling reasons why associations should undertake a detailed review of their marketing and membership strategies:
Adapting to Changing Member Expectations:
As younger generations join associations, they bring with them expectations for more digital engagement, personalised communications, and content that addresses their professional needs. A marketing and membership audit helps associations assess whether their current strategies align with these evolving expectations.
Optimising ROI on Marketing Investments:
Associations often invest heavily in digital marketing, events, and educational resources. However, without a clear evaluation of these efforts, it’s challenging to determine their effectiveness. The white paper outlines how to measure ROI across various marketing channels and strategies, ensuring resources are used effectively.
Enhancing Retention and Engagement:
Retaining members is crucial, yet challenging when members feel disconnected or undervalued. An audit provides associations with a deep understanding of the member journey and highlights key touchpoints that impact engagement, ensuring members remain engaged and supported throughout their experience.
Key Insights from the White Paper
“How to Audit Marketing and Membership Experience for an Industry Association” offers a step-by-step approach to auditing, focusing on crucial areas that associations need to examine to stay competitive and relevant. The white paper provides detailed guidance on the following essential aspects of a marketing and membership audit:
Assessing Marketing Strategies and Channels:
The first step involves evaluating the effectiveness of current marketing strategies and identifying any gaps. Associations need to review their digital presence, social media, email outreach, and content strategies. Are they reaching the right audience? Are they using the most effective platforms?
The white paper underscores the importance of consistent branding across all channels and delivering content that resonates with members at different career stages. Smith notes, “Many associations are doing a lot of things right, but they’re not aligning their efforts across channels or personalising their outreach. This leaves potential engagement on the table.”
Mapping the Member Journey:
Understanding and optimising the member journey presents a significant opportunity. From the initial sign-up to renewal, each touchpoint must add value and strengthen the connection between the member and the association.
The white paper details how associations can map this journey and pinpoint where members may be disengaging. Whether it’s during onboarding, event participation, or communication, understanding these pain points is crucial for improving retention. Smith adds, “Mapping the member journey helps associations know exactly where they need to make changes. It’s not just about recruitment; it’s about enhancing every step of the member’s experience.”
Benchmarking Performance:
Associations often struggle to gauge their performance relative to industry standards. The white paper offers guidance on benchmarking marketing and membership metrics, such as email open rates, event participation, and social media engagement, against industry norms. By benchmarking these metrics, associations can better allocate resources and refine underperforming strategies.
Leveraging Data and Member Feedback for Improvements:
Data is central to any effective audit, but gathering direct feedback from members is equally vital. The white paper explains how associations can use surveys, focus groups, and other methods to understand the true needs and desires of their membership base.
Smith emphasises, “Listening to your members is invaluable. They are your greatest asset in understanding what’s working and what isn’t. Without their input, you’re just making educated guesses.”
Real Results from Real Audits
Several industry associations have already embraced the principles outlined in the white paper, with impressive results.
One association discovered they were losing new members due to a lacklustre onboarding process. By personalising their communications and crafting a more engaging welcome experience, they saw a 20% increase in first-year member retention.
Another association realised their digital marketing efforts were failing to engage younger members effectively. After implementing the white paper’s recommendations, they refined their social media strategy, resulting in a 35% increase in engagement.
These success stories illustrate the transformative potential of conducting a thorough audit of marketing and membership efforts.
For associations aiming to boost engagement, retain members, and maximise the impact of their marketing efforts, a comprehensive audit is essential. Marketing Eye’s white paper, “How to Audit Marketing and Membership Experience for an Industry Association,” provides a crucial roadmap for uncovering gaps, refining strategies, and delivering the value that members expect.
Download the white paper today to discover how you can apply these insights in your association and start driving meaningful improvements in your marketing and member engagement strategies.
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