Emoji Etiquette in Modern Marketing
In my personal messages, I typically leave emojis out. Emojis can be construed in several ways. They display differently depending on the device. Also, at an elementary level, I believe emojis come across as childish. However, as my friends tease me, not using emojis can be perceived as being old or not hip. While I can handle a few jabs from my friends, I must be more careful when it comes to marketing.
The Importance of A/B Testing
Whether your primary goal is building brand awareness, driving qualified traffic, nurturing prospects, driving leads or increasing revenue, one thing is certain – you should be testing. In today’s complex, digital world, marketers are always looking for an edge while getting their messages heard and testing has become an integral part of the strategy. How can you argue with results that are clear winners in resonating with your audience? Why continue using your gut instincts when you can use data? You never know what’s going to work with your audience until you test it. When I complete an A/B test with surprising results, it makes me want to run out and test everything. And that’s what everyone should do…test everything!
3 Ways to Grow Your Memberships with Digital Marketing Channels
The truth is that there is no “magic bullet” when it comes to associations actively growing their membership numbers. Most membership organizations use three key indicators to measure trends in overall health: total memberships, new members acquired and members renewed. According to the 2015 Membership Marketing Benchmarking Report, 46% of those surveyed reported an increase, compared to 53% in 2014. Aside from staffing and budgeting, the top challenges that associations are facing are the difficulty in communicating value (33%) and the difficulty in attracting and maintaining younger members (18%). The key to success in both of those areas is to understand that there is no stand-alone marketing channel that can fully support the organization’s goal of continuous growth. You cannot simply stop all traditional forms of acquisition. If door-to-door, direct mail and telephone sales work for your organization, then you should keep doing it, while also implementing a full-scale digital program. The integration of multiple marketing channels working together produces the best results in getting (and keeping) the numbers.