As the digital world continues to grow, staying ahead of trends can be exhausting. Just as you develop a strategy around a current digital trend, a new one pops up. There are always new ways to engage with your members, both online and offline. One trend that continues to evolve in complexity is online webinars. If your association isn’t already offering webinars to its members (and non-members), it may be time to get started. See some of the reasons why below.
#MunchLearning – Online Webinars
The reason I thought of this topic actually came from a new office activity here at ArcStone. Every other week or so, a team member will choose a webinar focused on design, marketing, or content strategy. We watch it together over lunch and leave time for a short discussion at the end. It’s a great way to bond with my coworkers and grow in our skills together. Now, let’s think about this in from members perspective.
Accessible and Convenient
One reason a member joins your association is to learn. You probably provide downloadable resources or host education events, right? But what’s one way we can connect that’s convenient for members while still providing great education opportunities? Online webinars! Members will appreciate the ability to grow right from their desk chair. Online webinars also allow prospective members the chance to learn with low commitment.
Save Money and Time
“Physical events can be expensive and time consuming to organise. Webinars can be used to enhance a physical event, or completely replace it, depending on the requirements of the association.” – Michelle Houghton of WorkCast
While it’s still important to host physical events as they help develop your association’s community, online webinars are a great money saver. You may need to purchase software initially or invest in advertising but compared to a physical event, it’s quite cost-effective. It also only takes about an hour of your time. There’s no setup or tear down and it doesn’t really required any additional staff help either.
Non-Dues Revenue
Aside from the education component, webinars also provide another source of non-dues revenue. Set member vs. non-member pricing to entice prospects to join. Or, offer sponsorship opportunities for organziational memberships.
Increase in Prospective Members
If you offer any gated content on your website, you probably collect email addresses. Use your webinar as the same opportunity. Collect emails to sign up and add them to a workflow that provides helpful content every quarter. Add a blurb at the end of your webinar that highlights a specific member benefit, further enticing prospects to join.
Feedback – Polls and Surveys
Many of the webinars I’ve attended include live polling or the ability to collect feedback. Use these tools as an opportunity to connect with your members. So even if you’re missing the physical contact that you would get at an event, you’re still engaging with them on a personal level.
If you’re an association admin that wants to learn more, here are a few webinars I plan on attending in the upcoming months:
Talent Generation: How Associations Will Solve the Nation’s Workforce Crisis
Inside Out Marketing for Your Association
Getting Beyond, “We’ve Always Done it This Way!”
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