2016 had its highs and lows, and while some may want to never look back, association professionals shouldn’t move on just yet. With the close of the year comes a complete 12 months of data on how your members interacted with your association. It’s crucial to reflect on the year and review all the information at your fingertips. This way you can make 2017 the year of personalizing your members’ online learning experience!
Why is personalization so important? In the Abila Member Engagement Study, Millennials, Generation Xers, and Matures all indicated training and credentialing were one of their top three reasons for joining and staying with an association. We also learned that a member’s preferences change a lot across career stages, and one size does not fit all when it comes to content and communication.
With those takeaways in mind, here is some information you can gather right now to get on the path to personalization:
- Pull your sales reports to see what types of online learning experiences your members prefer. Do they like the interaction and live component of a webcast or do they enjoy watching on-demand programming at their leisure?
- Organize order reports by content category to see what topics interest your members most.
- Take a look at how your order numbers trend from month to month. Which learners are procrastinators who wait until the CE deadline, and which spread their learning throughout the year?
- Look at your marketing efforts and determine which communication method worked best when promoting your online education. Are they responding more to emails, brochures, or social media posts?
So, now that you have the information, what do you do with it? Segment your members and target that communication. Use the data to try something new in 2017:
- Promote a year long webinar passport to your live event loving learners.
- Create content packages based on topics so you can direct your members to their subjects of interest.
- Offer an on-demand sale in the fall and promote it to those procrastinators you’ve identified.
- Embrace a new social media platform if your members are gravitating towards that marketing method.
Remember, you can never know too much about your members, so conduct a survey to dig even deeper beyond the system data. And, don’t stop with their online learning and communication preferences. Get to know their goals, interests, and what member benefits they value most.
Take our Association Analyzer to help you learn where your member engagement strategy stands going into 2017.