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How To Use Digital Marketing To Your Advantage

by Daniel Gilpin  |  June 8, 2022

Digital marketing is a strategy used to target desired audiences through various applications on the internet. It is one of the best ways to engage with current or potential members. Having a great team that understands the work that goes into developing a solid foothold in marketing is the key to success.

In this blog, we’ll talk about some of the different components of a successful digital marketing plan.

Types of Digital Marketing

Digital marketing can come in all shapes and forms. Some of the most commonly used  tools for digital marketing are emails, social media, prominent influencers, and analytics. Using these tools together can engage consumers on your site and within your association.

Email Marketing

Email marketing is a very straightforward method; you craft a message, build out the email design, and hope that your prospective member or client opens the email and then actually clicks within it. Not only is email marketing one of the most cost-effective ways to market your brand digitally, but it's one of the most time-efficient too. 

Unfortunately, the execution is a bit more complex. So to help you understand, we have broken it down for you. 

The main thing you will need to do is make sure your audience does in fact wish to receive emails from your association. In doing so, you will need to set up an opt-in list based on information subscribers have willingly given to you. The opt-in list will allow you to generate personalized content, within the body and in the subject line, that is directed specifically to that individual. This can be executed with a merge tag, designated by your email provider, that can auto import the individual's first or last name if that information was provided on the opt-in selection. 

The last thing, which is a very important legal step, is you must include in every email a statement on the bottom describing why in fact the recipient is receiving the email, and an option to unsubscribe from one type or all of your email communications going forward if so desired, this is a law enacted by the CAN-SPAM Act of 2003

Now you might be wondering. What is the CAN-SPAM Act of 2003? Well, The Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act was enacted in 2003 by Congress. The Act set a national standard for the regulation of spam email, and established guidelines for businesses to follow, such as not not using false or misleading header information, not using deceptive subject lines, identifying the message as an ad, telling recipients where they're located, telling recipients how to opt out of receiving future email from you, promptly honoring opt-out requests, and monitoring what others are doing on your behalf.

As you might have noticed, having this knowledge and understanding of the CAN-SPAM Act can help you and your business navigate the legal aspects that come with email marketing. 

Social Media Marketing

Unlike email marketing, social media can be a little more daunting due to the fact it is growing rapidly year after year, and finding the right content to engage your social media following can be a struggle within this competitive landscape. Social media has evolved to where it is not only a place for you to post pictures of yourself and your family, it is now also a place to help market and grow your company. Social media can help you improve brand loyalty and awareness by directly engaging with the consumer. Along with brand loyalty and awareness, social media can also improve your search engine ranking by allowing for more inbound traffic on your website by pushing consumers directly there through your social media posts.

One great way to improve your search engine ranking is influencer marketing. Influencer marketing is now a mainstream form of online marketing and goes hand and hand with social media marketing. A good influencer should be someone who is considered an expert in your company's field. In doing so, when they mention your association or company, you should receive an influx of traffic to your social accounts or website.

Analytics

Digital analytics collect and analyze product data from multiple digital sources to inform on the success or failure of marketing strategies. 

Have you ever wondered how Amazon and Netflix can make some very accurate suggestions for you? The key is analytics; their personalized algorithms use client data to make recommendations. 

Fortunately for everyone, this is not something that only the large companies utilize; even locally owned companies can take advantage of analytics. To implement this strategy, you will need to determine your goals, identify your current limitations, and choose the right solution. 

Join the LAM Team

Legal Associations Management is located in the heart of Dothan, AL. Our growing, dedicated team of professionals can help your association at any level. We can increase your legal associations operational efficiency through cutting edge solutions to implement exponential growth for your association and its members. Our management experts are pleased to assist your association with all aspects of its marketing, membership, event, or financial needs. Contact us today to learn more about how we can help you identify and create the best digital marketing campaign for your specific circumstances or identify other services we can assist your association with.

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