How to Generate More Members via Display Ads

One of the main objectives for any association is its memberships. Whether it’s gaining new members or retaining old ones, it is imperative that associations have a strategy in place to grow their membership base. While many associations have benefits set in place to deliver value in addition to networking, many have a difficult time getting the message out.

Research

When developing a strategy for a membership campaign there are a few things to think about. Who is the target market? Who would you want to become a member of the association? Are only specific professionals allowed to join? Can businesses join? Are there different levels of memberships? If so, who fits into each tier?

Associations can’t find new members if they don’t know exactly who they’d like to reach.

Begin to organize all of the benefits that the association has to offer: Certifications, professional resources, job placement, career advancement, benefit programs, membership directories, and access to events. Are these benefits open to all members, or are they separated based on length of membership, membership spend and etc.? Which benefit seems to be used the most by current members? Associations should not sell networking; all associations offer networking opportunities. Select the best benefit (product) that will be beneficial to prospective members.

Before going to second or third party data research, associations should look at internal data to develop a true understanding of the membership base. Searches conducted on buyer’s guides, links clicked the most by members, and products that members typically purchase are few data points to consider when research internal data.

Some associations have no real direct competitors. Some have associations that tap into the same market and some have direct competitors. Associations should look out into the market at all competitors to see what works and what doesn’t work. What are other associations using to attract new members? Is it similar to a program already being used but not marketed? Look at competitor’s websites, where do their back-links come from? What keywords are they using to drive search traffic?

By now the association should have a firm understanding of what product (benefit) will be used to market to prospective members and a good idea of what keywords will identify a behavior of a potential member.

Creative

Data means nothing without engaging creative assets. If the association does not have an internal graphics department, they should be prepared to invest in banners to be built. It’s important to remember that the data means nothing without the creative.

Displays ads should consist of the following:

- Contrasting call-to-action

- Maintain the call-to-action for the entire ad

- Keep the banner simple

- Be brief with copy

- Have a good tagline

- Consistency

For further information about engaging creative check out “6 Tips for Display Advertising.”

Landing page

The campaign’s landing page is the next step in the sales funnel. Landing pages should be campaign specific and should reflect the banner the user clicked on. Provide information that will help educate and move the user further down the sales funnel. Listing off benefits, membership pricing, clear call to actions, and a location for the user to purchase their membership. Keep the landing page simple, informative and direct.

Need for Site-retargeting

Site-retargeting allows websites to bring users back if a specific action was not taken. In the case of membership acquisition, associations should place the retargeting pixel on the membership page and the campaign landing page. Users who visit these pages are more likely to be potential members or even current members looking at renewing their membership, either way it is important to keep the association’s brand in front of them.

Need for Anonymous User Identification

Anonymous user identification is only important to associations that have membership programs for businesses, vendors and exhibitors. Having an anonymous user identification tool will help identify the 99 percent of users that do not divulge their information while visiting the site. Contact information is provided to the association regarding the businesses that have visited the site. Directors of member services, membership assistants, and event coordinators will now be able to reach out to companies that have displayed an interest in the association.

Display advertising is more than flashing banners. Associations need to have a strategy in place to find their target audience and to engage them. Don’t underestimate internal data. Associations are leaders in their respected industries, and they should already know the trends and needs of members to the industries they champion. Taking time to research, invest in creative, and develop a sales funnel for prospective members will lead to a successful display campaign.