Marketing Metrics Matter: Is Your Association Effectively Using its Resources to Measure its Marketing Efforts?

Categories: Association Marketing & Research

Just the other night, I was scrolling through my Zite Quicklist and stumbled across an interesting article (side note: For those of you who do not know, Zite is mobile application that intuitively learns your interests and accordingly shares recent articles and content that is customized based on your unique reading habits.  If you haven’t already, I urge you to download the free tool as it can be a great way stay relevant, generate ideas and curate content).  The article, titled 6 Online Marketing Metrics You Need to Know, immediately caught my eye and reminded me of the importance that measuring our company’s various marketing initiatives has on our ability to understand our customers, and execute a successful marketing strategy.

Beyond this, I was further reminded of the strategic importance that these marketing measurement tactics can have on the overall success of our clients.  Yes, that means you – the association.

Just as WebLink strives to serve its clients with remarkable customer support, your association strives to serve its members with the same tenacity and zeal. And, in order to do this successfully, it is imperative to understand what influences your existing and prospective member bases using marketing metrics.

You’ve heard it once, you’ve heard it twice and I am here to tell you again – monitoring marketing metrics and measuring the return on investment (ROI) of your association’s marketing initiatives are crucial to increasing new member sales as well as boosting member retention rates.

Here are a few tips and tricks to ensure your success:

  • Make sure you are utilizing tools such as Google Analytics to monitor and measure your website analytics.  For example, tracking your traffic sources will indicate the specific channels that visitors are using to find your website.  This will in turn allow you to identify which sources are the most popular, and can subsequently help you develop strategies to grow website traffic via specific channels and determine the effectiveness of current content and SEO campaigns. Check out WebLink’s free eBook, Top 10 Things Your Association Should Measure in Google Analytics for more information on the metrics you can use to better track your website and marketing efforts.
  • Although there is not a universal set of rules or uniform calculation that permits you to measure the ROI of your social media efforts, this doesn’t give you an excuse to neglect your accounts’ performance.  Define your purpose, set specific goals and measure/track your performance against leading industry indicators such as audience engagement.  Also, track important metrics including unique page visits, number of connections and/or followers and quantity of likes, favorites, retweets and mentions to measure awareness and engagement and see how well your content is resonating with your audience. The important thing to remember is that each and every social media platform will differ in regard to the goals you set and the metrics you use to measure those goals.  Make sure you choose the best key performance indicators to help you drive an effective growth and retention strategy.  Luckily, as the rules of traditional marketing are continuously being redefined, there are an infinite amount of articles, blogs, books, etc. that can help you and your team understand how to create a social media strategy that drives results.  To help you get started, you can download WebLink’s free eBook 6 Steps to Creating a Social Media Strategy for Increased Sales and Member Retention. 

So, there you have it.  Your friendly reminder that marketing metrics matter.  I challenge you and your team to reevaluate your current tactics and ensure that you are using your existing resources and knowledge base to measure for success.  Beyond this, I challenge you to experiment with new strategies, set new goals and explore new measurement tools and metrics that will help you drive results –  it could make a world of difference in the performance of your association.

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