A strong association website is a dynamic one, evolving to meet the ever-changing needs and expectations of its key stakeholders. Having a strong online presence is vital for an association to thrive and grow. In the fall, and in preparation for the New Year, it is ideal for the association’s marketing communications (marcom) team to come together to review the current website to strategize on ways to elevate it for the upcoming year.
An association’s website serves as a powerful marcom tool, providing a platform to engage with members, attract new ones, and promote its overall vision and mission. To maximize the effectiveness of the association’s website marketing efforts, it is vital to review, strategize, and update the following strategies on a bi-quarterly basis.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the cornerstone of successful online marketing. Make sure the association’s website is optimized for search engines to improve its visibility. Conduct keyword research to identify the terms and phrases the target audience is searching for and incorporate them naturally into the website’s content. Additionally, focus on optimizing META titles, descriptions, and headers. Regularly update content to stay relevant and improve your website’s ranking in search results. Recently Google made some core algorithm updates that impacted a number of association’s keywords resulting in a decline its overall Google ranking. Keeping an eye on these types of challenges and ensuring to stay on top of them is important.
Content is King!
Publish informative and valuable content that addresses the needs and interests of the association’s target audience. This could include blog posts, articles, videos, infographics, and more. Through consistently delivering valuable content, the association will be elevated as an authoritative resource in its industry, attracting more visitors and retaining existing members.
A content calendar helps to plan and organize the association’s content creation efforts. It ensures a steady flow of fresh material and helps to maintain consistency in messaging. Schedule posts and updates to coincide with important events, conferences, or industry trends. A well-structured content calendar keeps the website active and engaging.
Embrace Social Media Integration:
Social media is a powerful tool for promoting the website and engaging with desired audiences. Integrate social media sharing buttons into the website’s content to encourage users to share articles and pages. Maintain active social media profiles and cross-promote the association’s website content on these platforms to reach a wider audience.
Aesthetics matter. The website should be visually appealing and easy to navigate. A clean, user-friendly design enhances the user experience and encourages visitors to explore content further.
Regularly analyze the website’s performance using analytics tools. Identify which pages are popular, where visitors drop off, and which content resonates the most. Use this data to refine marketing strategies and improve user experience. A data-driven approach ensures efforts are effective and efficient.
Bottom line, a well-executed website marketing strategy is vital for associations to thrive in the New Year and beyond. After all we’re living in a highly digital age. By optimizing for search engines, creating high-quality content, embracing social media, utilizing email marketing, investing in design, and continually analyzing and adapting, an association can enhance its online presence, attract new members, and provide value to existing ones.