Categories: Association Marketing Strategy
Your website is one of the best marketing opportunities your members have available for growing their businesses. In fact, many of our clients’ members say the exposure they gain from the chamber’s website is worth the price of dues renewals each year.
So, how can you make your website even BETTER for your members? Online Advertising!
Offering online advertising on your chamber’s websiteto your members is an excellent way to provide additional value to your members beyond the directory listings, events, community connections, education, and networking opportunities already available.
By providing more opportunities for members to promote their business on your site, you will generate additional exposure for their business to a targeted audience, without the steep costs or complexity of working with a new vendor.
When making the case to your members about advertising on your website, consider four primary benefits they will receive when advertising on your chamber’s website.
Giving members increased value for their membership by advertising their business on your website is a great way for members to gain exposure and build awareness of their business. According to a Schapiro Group study, two-thirds of national consumers say they are more likely to purchase from a Chamber of Commerce member simply because of the trust associated with the Chamber.
By giving your member advertising options on your Chamber website, you are delivering the opportunity to grow their business even more. You can read more about how being a member of your chamber is good for business in our previous post. The most important thing to remember is members can increase awareness for their organization and sales by advertising on your website, which is a huge value-add provided by your Chamber.
Most advertising campaigns lack transparency that members need to accurately measure ROI. With most print advertising campaigns, like ads in the Yellow Pages or your local newspaper, it is hard to quantify and calculate your return because you cannot see how many readers are exposed to the ad or how many took action on the ad. In contrast, online advertisements posted via your Chamber of Commerce website allows for clear tracking measurements that allow each member to see specific results.
Another highly beneficial element of online advertising comes from members’ ability to immediately post or change their ads to reach the consumers they’re targeting. Unlike print or other forms of advertising where it can take days, weeks or even months for your campaign to go live, online advertising is relatively immediate. Ads submitted to your team can be placed on your Chamber website almost immediately. This allows your members to be more flexilbe and respond to current market needs when creating advertising for your site. When you provide speedy ad delivery coupled with tracking of clicks, members tend to feel more comfortable posting ads with your Chamber.
Cost-Effective and Targeted
Finding the right audience at an affordable budget can be a big struggle for many small Chamber members. Instead of segmenting their online advertising to local markets, many businesses buy static ads without much targeting. Web advertising offered by your Chamber will allow businesses to reach local users who are the most desired geographically targeted to meet the demands and needs of your member’s businesses. Most common local advertising methods, such as newspapers and outdoor billboards, are more costly and offer less measurability than online ads. By and large, website advertising lets businesses reach locals and those traveling to the area more effectively than traditional counterparts.
Many advertising campaigns require heavy investments in both time and resources just to launch, are difficult to adjust once they are live, and can take away precious time away from members’ employees days that are needed for other tasks. Since ad campaigns offered by Chamber websites are easily scalable, have smaller investment requirements and work much better for split testing, members could quickly launch and tweak campaigns within minutes and measure them quickly. Members spend only what monies they’ve chosen to invest and can easily invest more if they choose. This flexibility isn’t available with older advertising methods like newspapers or billboards because once an ad is published, changes takes days or weeks – not minutes.
Website advertising strategies should provide members insight into the effectiveness of their marketing strategies, as well as provide an increase in return on investment for your members. By allowing current Chamber of Commerce members to advertise on your website, members receive additional benefits that are hard for them to obtain in other ways.
Are you interested in learning more about how to start member advertising on your Chamber website? If so, please request a demo today!