A Personal Touch: Content for Association Members
Associations have the crucially important goal of connecting with members. This may seem like a simple task, but in today’s world, it takes a ton of time and resources. In the past, associations would reach out to members through the mail and on the landline. But then came the internet! And email became the most effective form of communication when reaching out to members.
Now associations are expected to reach out to members via phone, text, email, and social media (Facebook, Twitter, Instagram, and LinkedIn). The list of communication methods grows every day! It’s a lot to handle all at once.
Members expect constant and immediate communication from associations. The problem is, most associations don’t have the time! Automation has helped relieve the stress of 24/7 communication and member support.
Depending on how it’s used, sometimes automation can come off as impersonal to members. How can associations maintain constant communication without sacrificing the personal aspect of association to member relations?
What is Content Personalization Software?
Content Personalization Software is the software that brings the personal aspect of membership back into the equation. Using this type of software, associations can streamline communications and keep it personal too. Using information about members such as age, gender, location, visitor frequency, and session behavior, associations can create and send content that is specific to the member.
A few examples of session behavior include:
- Navigation clicks
- Blogs/article views
- Time spent on each page
These session behaviors can tell you what content and pages members are interested in. With demographics and session behavior combined, associations can make informed decisions when segmenting members and creating content. A few examples of creating segmented content includes:
Email Marketing with Content Personalization Software
With this information, associations send specific emails tailored to each recipient. Add personalization tokens to emails with name, profession, and location included. Add a newsfeed to the email newsletter with industry related news in their area. Share content related to the type of content they typically search for, etc. Add images to the email that are similar to the ones they spend the most time looking at, etc.
The possibilities are endless! Sending emails that are specific to the recipient is important when creating a customer journey. As a result, your email open rates will thank you.
Content Marketing with Content Personalization Software
Content marketing includes blogs, articles, downloadables, case studies, white papers, and ebooks. Certainly, written resources for members make up a lot of what an association does. With personalization software, associations create smart content tailored to a segmented audience.
Associations can create multiple versions of a blog post and show the member a specific version based on certain triggers. In addition, you can also create separate versions of the content for members and non-members. For instance, this could include “call-to-action” content aimed at catching the attention of current members, non-members, or prospective members.
If the reader is not a member, add a CTA at the bottom of the blog post that says “Become a Member” with a link to the member application. Or if the reader is a member, the CTA could be to download member exclusive content. If the reader used to be a member but is no longer a member, the CTA could say “Renew Membership”.
Content Personalization within Content Writing
The writing itself can also be manipulated to fit the needs of each reader. If the reader is not a member, leave out “member exclusive” content like this:
(paragraph of the article) Read More…
(Error message) Member Exclusive: Looking for more information on this topic? For an annual cost, you can become a member of our association and receive extended versions of industry content like this.
If the reader clicking on “read more” is a member, then the read more link should reveal exclusive content. If the reader is not a member, show the error message above. This both entices non-members to become a member and it emphasizes to members the exclusive benefits they get from being a member.
Web Personalization with Personalization Tools
In the world of digital marketing, it is extremely important to have a user-friendly website. Therefore, a great way to improve the member experience is by segmenting and personalizing the association’s website. For example, think about Amazon. When users are on the Amazon website, they see products and sales that relate to their search history on the website.
For instance, if say, last week, the user was looking at gardening supplies, Amazon takes this information. By using machine learning algorithms, Amazon places related products on the homepage of the website for the user to see. Apply this to web personalization for associations too!
Personalization marketing is a customer-centric approach to member acquisition and retention. Most importantly, it’s an approach that will engage web visitors. Associations can use web personalization to present newsfeeds on the homepage that are specific to the member visiting the homepage. In addition, it refines the association’s recommendation engines.
This is specific to targeted ads on social media. For instance, they use information collected about members to direct advertisements about location-specific events, content that appeals to the member, and member-exclusive benefits. Many associations also use chatbots on social media to streamline fast response to inquiries and deliver personalized messages.
Many members access their social media accounts via mobile apps, so response time is therefore expected to be that much faster. Offering members real-time personalization is key to the engagement and benefits of membership within an association.
Do you Need Content Personalization Software?
“Content Personalization Software” is a broad term for software that helps businesses and organizations automate and personalize content and communications.
Clearly, content personalization software is a great benefit for associations. On the other hand, Association Management Software is software specifically meant for associations. For example, this can help associations use the power of information to create personalized content that is sure to delight members.
In a study done by Instapage, here were the top benefits of using content personalization software using customer data:
- Increased visitor engagement (55%)
- An improved customer experience (55%)
- Increased conversion rates (51%)
- Increased lead generation/customer acquisition (46%)
- Improved brand perception (39%)
- Increased e-commerce revenues (27%)
- An increased customer lifetime value/loyalty (25%)
- Increased value of other marketing platforms (24%)
- Reduced churn and increased retention (20%)
- Makes me/my team look good! (20%)
Overall, surveyed participants agreed that content personalization software improved engagement, user experience, conversion rates, and lead generation. Above all, here’s the reason that content personalization software is so effective. It combines efficiency and relationship building. In short, it creates a smoother customer journey, or in this case, member journey.