What’s Trending in Association Content Delivery and Sales?



There are a few trends developing around our content delivery and sales process, and it’s very exciting. Over the last several weeks, we’ve seen growth in content engagement and have observed our sales cycle shortening rather significantly.
The first trend is we’ve been posting live video during the evening hours and are beginning to see double-digit growth in engagement. It makes sense – people are at home, relaxing, having a cold drink, and catching up on their social media.
Our research has shown people are increasingly watching television and moving through their smart devices at the same time. This timeframe is an incredible opportunity for you to deliver your information to your audience for better engagement and better consumption of your messaging.
The second trend is focused on the frequency of content delivery – we’ve upped our activities, and the results have been fantastic. Our process for selling membership has gone down nearly 6 activities (6 phone calls or emails), to close an association membership. And, it takes approximately 58 days to close the membership, and we succeed with 70% of every company that comes into our pipeline.
Why? We have steadily increased the number of email campaigns and automated marketing on behalf of our clients. As our marketing reach increases, the number of one-on-one phone conversations to close a deal is decreasing – a methodology, which is much more efficient and profitable for our clients.
The bottom line? Deliver your very best content in the evening and watch your engagement go up. And, increase the frequency of your email marketing campaigns to drive new membership to your organization. This strategy works to reduce your overall activities while closing more sales. These are big wins in my book.


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