Use Your Web Site to Market Your Association

Your web site is your virtual salesperson and your virtual office – its can also be the connection point for your members. When a visitor comes to your web site they make an assessment about your association the same way they would if they were visiting your office or meeting with your staff. The difference is you only have 15 seconds to make a good impression before they leave to visit your competitor’s web site. How can you make a good impression and keep them coming back?

Well, we asked a web-marketing expert from the corporate world – Arize Technology – to apply the sales-generating ideas to the non-for-profit world of associations.

Meet the Minimals

Your site should meet certain minimal criteria to be effective. Your site must be fast loading and function properly. When considering loading times keep in mind that many web surfers are still on slower connections and few have patience to wait for a site to build. In fact most visitors will not wait much longer than 15 seconds for a page to load and will not stay on a site that is not working properly. Navigation must be clear and the architecture must be logical.

Your content must be web readable, sales-oriented, and informative. Use sales oriented copy to help influence the buying decision. Establish your expertise in your field with articles, newsletters and downloadable white papers.

Take the Next Step

With the minimal criteria met, you are ready to take advantage of some of these tried and true and newer web marketing techniques.

  • Email Collection
    A visitor to your site is there for information and so may agree to receive future communications from you. Don’t miss the opportunity to capture his email address you can keep your association in front of him with new offers and services. This web “top of mind” marketing technique is very effective because the target has opted into your marketing campaign. This is an invaluable pro-active marketing tool, which could eventually lead to sales.

  • Email Distribution
    Once you have the emails, use them. An easy way to do this is to subscribe to one of many email distribution services available that allow you send announcements.

  • Newsletter
    Many associations offer a newsletter, but if you haven’t already converted it to an email version, you are probably missing out on a good opportunity. Plus you can offer targeted newsletters that increase the value of membership.

  • Members Area
    Member services create an exclusive value package for “members only” but how much do you bury to maintain the value but not lose the marketing viability? Consider a temporary ID that allows a hot prospect to tour the area – or create an on-line tour of the members-only area that gives prospects samples of what they can expect.

  • Member Directory with Online Update
    This feature allows members to edit their address info and keep on line profiles updates, saving your staff time and creating another reason for members to visit the site.

  • Auto-responders
    Use these to automatically send out information requested by a visitor freeing you from yet another administrative function.

  • E-Commerce
    If you are not already collecting dues and registrations, and selling products on-line, you will be happy to know it’s gotten easier to bring these functions to your web site. The key is making sure you actively market the availability to members and prospects.

  • Interactive Search Function
    A good search function can help your visitors find the information they are looking for quickly. Your site can become a web portal for members and potential members. Members that are looking for complimentary services can benefit as well as non-members that are looking for your members’ services. This creates the potential for click through associate programs.

  • Associate Programs
    Your site can offer links to members’ web sites, which can be used as value added for members. Outside vendors may want to take advantage of marketing complementary services to your members, which can generate click through revenue for you.

  • Coordinate all marketing
    Be sure to include your web site address on all printed materials and in all advertising. Maintain a coordinated look from print to web to create a branding for your association.

  • RSS Feeds
    Sometimes called Real Simple Syndication other times Rich Site Summary, RSS is a great way to keep your site fresh and to keep readers connected. The Wikipedia definition is “a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts in a standardized format.”  Basically, you can enable readers to subscribe to a feed from your site or use a feed to gather news and other content to your site. Just watch this clip for a plain English intro to RSS

Give Your Web Site a Check-Up
To begin using your web site more effectively first you have to understand how your site is currently being used. You will find valuable information by taking some time to analyze your web statistics. Consider these options to:

  1. Enlist the help of a few of your members by asking them to review your site. Have them log-on and report: how quickly the site loads; how easily they were able to find information; if the site is functioning properly; and if the content is easily understood and valuable.
  2. Conduct a simple web based survey by asking a question on your home page such as: would you like the ability to pay your dues online or would you like to be able to update your profile online, etc. Tabulate the results to get your members feedback.
  3. Invest in a web site review by an independent firm. This formal written review looks at every aspect of your site and gives suggestions for improvement, which can be implemented by your IT department or by your Internet consulting firm.
  4. Consider a complimentary web marketing evaluation which many web consulting firms offer.