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Modern Practices in Promoting Online Education & Professional Development Programs Suzanne Carawan
Chief Marketing OfficerHighRoad Solution
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Overview
• Where Are We Now
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http://fortune.com/2015/10/07/marketing-technology-budgets/
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Things We Know
• Online Education & Certification Programs are a key offering– Part of Association’s value proposition– Relevant and relatable to all membership
• Continued learning• Industry standards / best practices• Emerging concepts
– We generally don’t have to convince membership of the program’s value…but we do have to remind them
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Why We’re Challenged
Our goal is to ensure our site visitors are getting to the information they need:– But remember - people don’t visit your website on their
own• Need digital marketing strategies to bring visitors in
(think Inbound)• Email is a great vehicle, but you’re only marketing to
the same people who already know the value of the programs– Reports say 25% of your list will go bad each year
– Ultimate Challenge: Find New People
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• Need greater insight into consumers• Need more time—must automate• Need to change our approach to
study those who are buying• Need to expand our digital portfolio
Why We’re Challenged
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Best Practices
• Promoting Education & Certification
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Search
• Are You Using Search & Keywords?
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• Search & Content
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Interactive Capabilities
• Engage the User
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Multiple Methods
• On-Demand & Re-Purposing
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Graphic Design
• Embrace the BSI
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• Image-Driven• Curated Content• Mobile-First
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Interactive Components
• Get Active
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• Be Modern
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Modern Email Best Practices:
• BSI • Easy CTAs• Banner Ads• Mobile-first
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Blog Notes:
• Event-specific• Easy CTAs• Banner Ads• Mobile-first
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Blog Notification Email Your New Newsletter!
• Auto-created• Sent at user preference
or by default• Email stats &
behavioral understanding
• More banner ad opportunities
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ICE Emails:(Intelligent Contextual Email)
• Member profile-driven• Event-specific offers• Interactive• User-driven
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ICE Emails:(Intelligent Contextual Email)
• Member profile-driven• Event-specific• Based on additional
logic e.g. zip code location
• Cross-sell & upsell
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Opportunities to Improve for 2016
• Personalization• Interaction• Cross-market• Online advertising (please start!)• Use blogs & social to get new attendees’
email addresses• Go BIG• Add text message & voice mail
reminders
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Marketing Technology for Associations
Contact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: [email protected]
www.highroadsolution.comwww.highroadu.com