Vocalmeet’s Guide to Optimizing Your Association’s Marketing Channels

The words "Digital Marketing" and related images over a photo of a person holding a tablet.

The importance of effective marketing in reaching your audience and achieving your association’s goals is likely not a surprise. Your approach, however, is the key to your success.

In the diverse landscape of digital marketing, each channel presents unique opportunities and challenges–which, unfortunately, means they can’t all be approached the same way!

Today, we’ll dive into how you can optimize each marketing channel to effectively promote your continuing education (CE) programs. Let’s break it down together:

1. Master the Art of Email Marketing

Keep It Short and Sweet

In our mobile-driven world, lengthy emails are a no-go. People skim through their inboxes, so your message needs to be concise and compelling. Think bite-sized paragraphs that get straight to the point!

You may also want to segment your audience into chunks to better tailor your communications. The more personalized your messages, the more effectively they’ll hit home.

Newsletter Nuances

Newsletters are prime real estate for promoting your eLearning platform, but they require a strategic approach. Mix in details about upcoming webinars and new course launches with other relevant content. This balance is key to keeping your readers engaged and informed.

Make sure to touch on everything–you don’t want your members missing out.

2. Social Media: Your Untapped Goldmine

Starting Out

If you’re new to social media, the initial steps can seem daunting. But remember: every influential social media presence started with a single post. The key is consistency, quality, and rhythm; each platform has its own unique style of posting, so make sure to study each to get the most out of your post!

Timing and Content

Keep an eye on the best times to post–and these often change, so stay updated!

Your social media strategy for eLearning should include posts about upcoming CE sessions, on-demand course launches, sales, renewal reminders, and anything else your members need to know.

For the best results, make sure to focus on using engaging visuals and snappy text. The more attention-grabbing, the better.

3. Your Website: The Hub of Your Online Presence

Front-Page Highlights

Your website’s front page is your digital storefront. Feature ads for new and upcoming courses and events prominently. This not only informs visitors but also entices them to explore further.

Calendars and News

An up-to-date calendar showcasing live sessions and important events is invaluable. Additionally, maintaining an archive of newsletters and association news keeps your audience in the loop and boosts your site’s value as a resource.

4. Dip Your Toes into Online Advertising

Budget for Ads

Platforms like Google AdWords or Facebook Advertising offer targeted advertising options. This is particularly useful for reaching specific demographics, like members in certain regions. Though it requires an additional budget, the ROI can be significant when executed well!

5. Consider Collaborating

Strategic Partnerships

Partner with publishers in your field to advertise your online learning programs. Industry blogs, magazines, and journals are all excellent platforms to investigate. Not just that–collaborating with other associations can significantly extend your reach!

Cross-Border Opportunities

For associations near borders–be they state, province, city, county, or district–consider offering CE accredited in both locations. This not only expands your audience but also enhances the value of your offerings.

Want an example of a fantastic partnership? Check out our success story on the New Jersey County Bar Network!

You may also like: We’re All Watching: Why Video is the Most Engaging Medium


Successful marketing in the digital age is all about leveraging the unique strengths of each channel.

From the precision of email marketing to the broad reach of social media and strategic partnerships, each element plays a crucial role in your overall strategy.

Remember, the key is to stay adaptable, informed, and attention-catching. Most of all, stay focused on what resonates with your audience.

Now, go forth and engage!