You need Millennials to join. You need Gen X to spend more & get engaged. You need Boomers to stick around. How do you do this in today’s digital world when you can’t buy email lists, fax doesn’t work & direct mail is so expensive? Join this session to learn about digital advertising growth strategies and how associations are using it to deliver top-line growth in their readership, product categories, membership & event registrations.

1. Welcome to the
Inbound Lunch Bunch
May 2017

2. Digital Advertising for
Membership Growth

3. Introductions
Maneesha Manges, Director of Consulting
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges
• Email: mmanges@highroadsolution.com

4. • Housekeeping:
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!
• Post any questions in the Chat window and I will
try to answer as we go through the presentation

5. Inbound Refresher.

7. Smart MarTech Stack for Retention (Communications)

8. Smart MarTech Stack for Growth (Recruitment)

9. Digital Advertising

10. What Is Digital Advertising?
• aka Internet marketing
• Use of digital technologies to reach and convert leads into
customers and retain them
• When organizations leverage web technologies to deliver
promotional advertisements to consumers
• Social media
• Email
• Search engines
• Banner ads
• Mobile sites
• Web sites

11. Digital Advertising Used to Grow (Leads /
Revenue)
• How do you generate leads?
• Need a really good offer (call to action)
• Need a way to digitally connect all of your digital
properties to work in tandem
• No longer about the platform
• CHALLENGE: How do you get in front of
people who don’t know you?

13. Paid vs Un-Paid Advertising
Above the Line (ATL)
• Paid Media (TV, print,
events, sponsorships,
etc.)
• Google AdWords
• Sponsored Content
• Sponsored Social
• …
Below the Line (BTL)
• Website
• Social Media
• Blog
• SEO
• …
Amplify / Accelerate / Expand Reach

14. What is Out There?
• Social
• LinkedIn
• Twitter
• Facebook
• Retargeting
• Contextual Advertising
• Google AdWords

15. Evaluate

17. What is Retargeting?
• aka remarketing
• Form of online advertising that keeps your
brand/content in front of bounced traffic

18. Why Consider Retargeting as part of your ATL
Portfolio?
• Focuses spend on prospects already familiar with
your brand
• Helps to increase conversion
• BUT: can’t drive prospects to your site
• Works best as part of larger digital strategy – in conjunction
with inbound & outbound marketing lead gen strategies

19. Contextual Advertising
• Intelligent Contextual Email
• Behavioral data
• Interest areas
• Push/pull marketing

20. Google AdWords
• Base minimum

21. Metrics

23. How to measure conversion?
Tracking Pixel Code
• URL used in creative to record an impression
Who has them?
• LinkedIn
• Facebook
• Twitter
• Adroll

24. Recap

25. Why Do We Need to Spend on Digital
Advertising?
• Only way to get in front of people who don’t know
your brand or what your association has to offer
• Amplifies your Below the Line activities to get to
quicker results – get leads quickly!
• Don’t go it alone.

26. Do Good Work.
Make Today Great.