Today, it’s nearly impossible to grow an association without also creating a strong social media presence. That said, it can be tough to know where to start and what activities will give you the best results.
If you’re running an association, it’s a no-brainer that you’ll want to leverage social media to increase visibility and acquire new members. After all, millions of people want to join associations, and social media marketing makes it easier for associations to get the word out and attract new members.
The first step to effective social media marketing is to create a social media strategy. It can be tempting to skip this step. Don’t do it! Planning is essential. Your social media strategy is like a roadmap, and without it, you’ll likely be lost. Your strategy should include your target persona, channels, core topics, goals, and more. Read on to learn about creating a social media strategy and its benefits.
What Is Social Media Marketing For Associations?
Social media marketing for associations is the process of using social media platforms to market your brand to potential audiences looking to join your association. It’s all about connecting with the community to build your brand, driving traffic to your website or social media pages, and increasing member acquisition.
The Benefits of Double-Downing on Social Media
Promotes Brand Awareness
People want to join associations they recognize. Social media marketing helps your association gain brand recognition in multiple locations.
It’s also super simple to share your brand’s values, culture, and other relevant information using social media. This makes you more compelling. It also gives your prospects the ability to make informed decisions about joining your association.
Thought Leadership
Social media marketing gives you the opportunity to be a thought leader and an expert in your field. Your audience will see you first, start to trust you, and seek you out for reliable information.
This is why it’s best to align your marketing needs with your social media campaigns. Your audience will notice your skills and expertise and begin to look for you and ask more about your association. Be sure and leverage the things that make your association unique and the problems it solves for your members. And always, be helpful!
Build Community
Social media can help build engaged communities with common goals, interests, and attitudes. You can leverage these platforms to foster thriving communities where you can interact with your audience, introduce your association, and market your brand values.
Here are some reasons why building a community on social media is essential to your association’s growth.
- It fosters brand loyalty, trust, and affinity.
- It enables you to target the right audience.
- It increases brand visibility on the platform.
- It helps you acquire new members.
- Active user engagement builds a close relationship with your brand.
- Members learn new things and share stories, thus, creating connections.
It’s not only about having a considerable following. It’s best to identify people who are interested in your brand and offer them customized services that compel them to make informed decisions.
Drives Action
Strategic social media activities drive your audience to make quick decisions because they already have accurate, up-to-date information about your association.
All you need is to place your contact details on your social media accounts to reach out to those interested in joining you. Keep in mind that you can also promote events, member specials, and much more on social media.
Share Your Wins
Social media enables you to celebrate your achievements with your audience. Share your accomplished short-term and long-term strategies and recognize your loyal members. This also showcases your credibility and motivates potential members to join your association.
Social Media Marketing Tips for Associations
Set SMART Goals
Social media marketing can be challenging if you don’t set goals and it’s best to make sure your goals align with your association’s objectives.
Your goals should be SMART (Specific, Measurable, Attainable, Relevant, and Time-bound). This helps you measure your success easily and determine whether your marketing is making an impact.
A SMART goal may look something like this. Our goal is to [insert quantifiable objective] by [insert deadline]. [Insert accountable team or individual] will accomplish this goal by [insert what steps and tactics you’ll take to achieve the goal]. Accomplishing this goal will [insert benefit].
Choose the Right Platforms
The second consideration is determining what platforms you will use for marketing your association. There are a variety of social media platforms today, but not all will give you the results you’re looking for. It’s best to analyze and identify platforms that can help you achieve your marketing goals. Check out platforms with a large following and analyze where your audience is. Always consider your audience!
Create Relevant and Quality Content
Content is king in your social media marketing. Your audience wants relevant and quality content that speaks directly to their needs. When creating content, make sure it’s helpful.
Good content will inspire your audience to take action by either following your page, signing up for your newsletters, or joining your organization. It’s best to create content that aligns with your organization’s values so your audience can make informed decisions about your association.
Identify Your Target Audience
It’s imperative to know your target audience before implementing social media marketing. You want to ensure that you target the right people to avoid wasting time and money in the long run. Here are things to highlight when determining your audience.
- Who are your audience personas? What is the age, occupation, location, and income status are your audience?
- What challenges are they facing, and what solutions are they looking for?
- What social media platforms do the majority of your audience use?
- How do they use the platforms? Are they on Instagram for fun and TikTok for recipes? Are they active on all the platforms or not? Do they use LinkedIn for business networking?
- When are they active online?
Having the correct information helps you create, implement, and effectively use your marketing dollars.
The Bottom Line
Social media is undoubtedly an incredible tool to market your association and acquire new members in real-time if you properly plan. Whether you are an association management company tasked with overseeing mid-sized association events or an association board member looking for ways to retain members, using social media platforms can be an ideal way to achieve your goals. Need help creating your association’s social media strategy or growing your presence online? Contact our partner company ArcStone!