Posting social media content that educates, entertains, and inspires your members and community is effective. It’s called content marketing and it works way better for creating awareness than bothering people with self-serving or boring business posts.
But is it enough?
Sure, the valuable content you post will provide you plenty of reach, and by taking the time and making the effort to engage with your audience, you will turn some cold traffic into warmer prospects.
But it’s not enough; not if you want to predictably close membership sales and bring in non-dues revenue from social media.
To achieve online conversion goals and sales, you have to go beyond content marketing and employ digital marketing strategies. Otherwise, you are leaving the success of your online marketing up to hope and faith.
So, what digital marketing strategies am I referring to?
At the very least, drive traffic back to your website and pixel your visitors so you can retarget them with specific offers.
Also, while they are on your site, collect permission to email them. You will find more success at conversion through bottom-of-the-funnel email marketing than top- and middle-of-funnel content and social media marketing.
Finally, think in terms of campaigns when you are looking to increase event attendees, bring in new sponsors, and make other online sales. If you have pixeled your site visitors and collected permission to email your prospects, then you have specific, custom audiences that you can put your offers in front of through email marketing and Facebook sponsored posts.
If your organization is simply posting content and engaging, and then hoping to make a sale, that isn’t good enough. It’s time to go one step further and engage in digital marketing.
Learn about pixeling your audiences at https://www.facebook.com/business/help/651294705016616
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