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How to Write a Successful Call to Action for Your Association

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Associations Call to ActionWhen it comes to getting members to engage with your content, whether your blog, e-mail newsletter, event sign-up, or donations, your call to action (CTA) goes a long way. According to Associations Now, getting members to engage starts with compelling them to act. It also helps with member recruitment when trying to get people to become members with your association. The call to action is a powerful tool for you to utilize and there are several tips that can help you build ones that are effective and successful in your mission.

What is a Call to Action?

Your call to action is your chance to persuade your current and potential members to do what you want them to do. Think of it as your “Buy Now” statement. You will include this on everything from blogs, to social media posts, to newsletters. As an association, you should also include CTAs on your website copy to recruit new members or get renewals. A well-crafted call to action will have majority of the people who view your content engaging with and completing the tasks you want them to.

Short and Simple, Yet Informative

A good call to action is short, simple, and to the point. You want to make sure that you give enough information to inform the reader and guide them towards the desired action. You want to make sure the benefits are clear, for example:

“Sign up for our newsletter to receive all the latest association news, useful resources, and event invitations.”

Be sure to include easy to follow instructions to complete the action such as a link, a phone number, email address or a form to fill out. This will make it quick and easy for people to complete the action and increase the likelihood they will go through the necessary steps required.

Use Action Verbs

Wording is everything when it comes to the success rate of your call to action. Action verbs go a long way towards leading people to converting. Phrases such as “Sign up,” “Visit us at,” and “Learn more” can prompt people to take the actions you would like them to. Also, using words that show enthusiasm or spark emotion in your members and potential members will help drive action. You should always be willing to be creative with wording and try different methods to find CTA’s that work for your association. The only way to truly know what works is to test your ideas and see which ones are the most successful.

Frequency is Key 

Make sure you are consistent with your CTA. This means including it on anything that your members and potential members will be viewing. Social media posts, newsletters, blog posts, and web copy are a few ideal places to include your CTA. The more your message is put in front of your audience, the better the chances are that your members will take action. Feel free to try different tactics and approaches to find what works best for your goals. Keep track of your results with each campaign so you can decide what is successful and what might not be. Every piece you put out should have a form of a CTA present.

Having successful calls to action for your association involves knowing your members and potential members and being able to craft a message that will drive them to act. Whether it’s signing up for the association’s email newsletter, registering to attend the annual conference, or becoming a new member; each call to action should be creative, specific, and intentional. The more you can provoke emotion or enthusiasm, the more likely your audience will be to take the desired action. Every campaign is unique, so try different tactics to find the ones that works best for your association and start getting results, now.

For more help with your association’s needs sign up for our newsletter, follow us on social media, or contact us here.

How to Better Follow Up with Your Elected Officials Now

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After a successful meeting with an elected official to discuss an issue that is important to you, it is in your best interest to follow-up with that official in a timely fashion. This allows you to keep track on where the issue stands and what is being done to address it; as well as show your dedication to the issue. Below are steps to ensure your follow-up is successful and your issue remains at the forefront.

  1. Send a Thank You Letter

Promptly after the meeting, you should send a personal thank you letter to the elected official. They took time out of a busy schedule to meet with you about your issue, and even if they disagree with your stance, thanking them for their time and being courteous goes a long way. They will be more likely to listen to you on future issues. Be sure to proofread your letter and address to the correct location that ensures it gets into the right hands. Pro-tip: all elected officials, both past and present, are addressed as “The Honorable” instead of Mr., Mrs. Or Ms.

  1. Send Any Information and Materials

In a meeting with an elected official, you may offer or be asked to send additional information and materials on your issue. If there was something you couldn’t answer at the time of the meeting, or if the elected official requested additional information on the issue, make sure you send these in a timely manner. This will show you are credible and dedicated to the issue you are addressing. With these types of follow-ups, make sure the information and materials are clear and well organized and that the information given is cited with sources and credible. Giving inaccurate information can greatly damage your reputation with elected officials.

  1. Set Deadlines, Follow-up

During your meeting, if the elected official is unsure of their position, give them time to think on it and offer to provide them with more information. Inquire about when you should check back in to find out what your official plans to do regarding your issue. When the time agreed upon comes, send a follow-up email and make a phone call checking in on the issue. Be patient but be persistent, remember these officials are busy, if they have not reached a conclusion yet, set a new timeframe in which you can expect to check back in. Keep this process running so you and your issue don’t get overshadowed and forgotten.

  1. Attend Community Events in the District

Town hall meetings and other events are great opportunities to follow-up and touch base with elected officials and gather new information on your issue. If you participate and are engaged in a constructive way, you will build relationships and a reputation that will benefit you. These relationships will not only help you with your current issue, but you are more likely to be heard on future issues as well.

  1. Keep in Touch

You do not want to randomly contact your elected officials too much where you become a nuisance, but a regular well-timed check in email and phone call is recommended. Also, if you learn any new information regarding your issue that you feel may be of help, make sure you contact the office to be sure they are aware of this new information. If these communications are informative and direct, they can go a long way in helping keep your issue on their agenda.

Elected officials are not going to side with you on every issue, but if you always carry yourself respectfully and dignified, they will be more likely to hear your stance. They will also be more likely to view you as a credible source for information on future issues that they may agree with you on. How you follow up with your elected officials at the federal, state or local level after a meeting is important in advocating for your issue and building a strong relationship long term.

How to Safely and Securely Use Zoom for Government Meetings

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The video-conferencing app, Zoom, has become a daily tool for many people during the COVID-19 pandemic. As cities and state across the country were shutting down to protect against the spread of the virus; state and local governments were trying to find ways in which they could move forward with important meetings while being unable to meet in person.

Zoom became a go-to due to its ease of use; ability to have up to 100 people attend a meeting; and free use for up to 40 minutes. A problem that arose was what became known as “Zoom bombing” where a person or persons gains access to the Zoom meeting by hacking or obtaining the Zoom chat information and causes disruptions to the meeting.

One example of this was during a Kansas City Council committee meeting when a hacker or hackers infiltrated the meeting and began cursing and using racial slurs until the committee was forced to shut down the meeting. Another occurrence was during a Maine’s Children’s Behavioral Health Townhall in which a hacker or hackers gained access and began displaying deeply disturbing and offensive images forcing the meeting to be shutdown.

In addition to Zoom bombings, there have been instances of camera and audio high jacking, in which hackers can take control of a user’s camera or audio device to bug a meeting or even install harmful spyware and malware onto a user’s device.

Instances like these have caused many governments to rethink whether they want to use the platform to conduct meetings. Luckily, there are steps you can take to ensure your government Zoom meeting is protected against these unwanted Zoom bombings. Below we provide a how-to on securing you state and local government Zoom meetings.

  1. Always Password Protect Your Meetings

The easiest way to prevent unwanted intrusion into your government meetings is simple and easy to do; set a password. You have the option to set the password at the individual meeting, user, group, or account level and it is suggested to use a different password for each meeting. In order to do this, log into your Zoom portal and go to the “settings” tab. From there enable “require a password when scheduling new meetings” and Zoom will generate a password each time a meeting is scheduled.

  1. Use a Randomly Generated Meeting ID

When creating a Zoom account, you are provided with your own personal meeting ID you can use to set up meetings. These are not ideal for use for government meetings; especially if planning on public input attendance. It is suggested you do not make your personal meeting ID public. Once someone has your personal meeting ID it can either be leaked or used to gain access to future meetings; instead it is suggested you use a randomly generated meeting id. You can select this option when setting up your meeting.

  1. Utilize the Waiting Room Feature

The waiting room is normally used for individual interviews or one-on-one sessions, it can be utilized to screen participants as they join before allowing them to come into a meeting. This gives the host greater control over session security and prevents anyone who may have obtained the login information dishonestly from joining.

  1. Disable Participant Screen Sharing, Mute Upon Entry

In order to avoid people showing inappropriate things such as happened in the aforementioned examples, disabling attendant’s ability to use screen share can help prevent that. Unless someone is scheduled to share a presentation or visual, going under the “security” tab during your active session and disabling screen share can help avoid unwanted disturbances. Also remember, as a host, you can choose to mute people upon entry or manually mute or unmute a participant during the meeting.

  1. Lock the Meeting Once it Begins

Once the time for the meeting has arrived and everyone is in attendance who is meant to be there, it is a good idea to “lock” your meeting to prevent others from joining. This can be done once the session has begun by going to the “Manage Participants” tab and clicking on “more.” From there you can click on “lock” and this will prevent anyone else from joining the meeting. It can be unlocked at any time if you need to admit anyone.

  1. Evict Troublesome Participants and Report

If someone happens to come into your meeting uninvited or a participant begins causing trouble, you, as the host, can remove that person from the meeting. This should be done immediately upon noticing an issue. All you have to do is mouse over the participant’s name and with the option pop-up chose the “remove” option. After you have done this you can report them to Zoom’s Trust and Safety team who will take appropriate action.

  1. Keep Your Zoom App Updated

As security and functionality issues arise, patches and updates are regularly released to combat these issues. Each time before using Zoom, you should always check to make sure you are updated to the latest version. This can be done by opening your application, going to your profile and selecting “Check for Updates.” The app will automatically scan and install any updates.

Using Zoom for government meetings is a good way to continue with important policy and public engagement processes during these trying times. Zoom is an ever-evolving platform that continues to take steps towards a more secure meeting experience. Making sure you take all precautions to secure your meetings will help prevent bad actors from gaining access and wreaking havoc. Government meetings are essential to keep state, cities, and counties running smoothly, and Zoom is one means to keep the wheel turning until we can all safely meet in person again.

How to Utilize ZOOM to Engage Your Association Members During COVID-19

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With the current COVID-19 pandemic, many are working from home and annual conferences and monthly and quarterly meetings have been postponed or cancelled. For associations, these meetings and conferences are a major part of what they offer members. This has prompted many to embrace their creativity and take these opportunities online as virtual experiences for their members. One of the challenges, however, is how to arrange a virtual meeting that offers your members the same value as they would get from an in-person event or conference. There are many ways your association can utilize virtual events to deliver value to your members. Below are some ideas for utilizing the Zoom virtual meeting platform for use for everything from group meetings, to continued education presentations, and even annual conferences.

About Zoom

Zoom has grown in popularity and usage due to the recent COVID-19 pandemic. This is because it is a platform that allows people to conduct virtual meetings and allows businesses and associations to continue operating. Zoom allows for up to 100 people to be present in a single meeting and with a paid subscription, unlimited meeting length (free version allows up to 40-minute meetings.) Audio and video capabilities, screen share, text chat function, and break-off rooms allow for many different uses of the platform. With a shift to virtual meetings on Zoom, there are some things to be aware of; and we will discuss those as well.

Zoom Meetings

The most popular use of Zoom for associations, especially during the COVID-19 pandemic, is Zoom group meetings. Zoom allows you to host meetings and invite people to them. These meetings allow for audio and video sharing as well as screen sharing. This is a great way to keep your members informed of policy or membership news or host an informative guest speaker or panel.  It is also very useful to hold important meetings with your board members to keep things running as smoothly as possible. Being able to set a password and invite specific people to meetings allows for privacy. You can set a schedule and send out reminders via email of upcoming meetings to ensure meetings are timely and successful.

Webinars and Continued Education

Zoom is also very useful for webinars and continued education opportunities. If your association usually offers courses, classes, or other learning opportunities, these can be done virtually so your members can still take full advantage. Set up much like a Zoom group meeting, you can have a presenter use share screen to show a presentation or have a lecture. The option to allow one person to be on video if desired and mute all attendees, helps prevent distractions and allows a more effective learning experience. Zoom also has the capability to stream live to YouTube and Facebook, so you can reach even more people if you would like to. This way any certifications or credits can still be achieved by your members without any roadblocks to accessibility. Zoom also allows for recording of sessions, so that it may be available later on to members at times convenient to them.

Networking Opportunities 

For some associations, a big part of what they offer are networking opportunities. Whether through annual conferences or monthly meetings, networking is a big part of what many associations do. With Zoom, you can allow members to come together; and using the breakaway feature, they can break off into smaller one-on-one meetings and then return to the main group later. Members can also utilize the private chat options to send text chat to other members and exchange information that way. If you have multiple committees within your association, you can set up separate meetings, so people can network with those most beneficial to them.

Zoom Etiquette and Other Tips

When it comes to Zoom meetings, it is very important to conduct yourself like you would during face-to face meetings. There are a few things to consider that will allow you to conduct yourself in a professional manner, and have a successful experience with virtual meetings and networking.

Be aware that your camera and audio are connected until you fully exit the Zoom application. Avoid doing or saying anything you wouldn’t want everyone to see or hear while the Zoom application is running, even if you are not actively in a meeting or think you are muted. Also, dress appropriately, if you would normally dress business or business casual, dress that way on Zoom meetings as well. You may be joining in from home, but you should still carry yourself professionally.

Use discretion when using Zoom backgrounds. These are backgrounds you can download to have displayed behind you during a meeting. Don’t use a flashy or inappropriate background that will cause distraction in a meeting. If you choose to use a background, pick a professional image such as an office backdrop. Also, test out the background before using it in a meeting in case there are any incompatibilities or technical issues.

As we continue to fight against the COVID-19 pandemic, it is important members know you are there for them. You must reach out as much as you can. Offering virtual opportunities is a great way to show value and keep your members informed of association activities. With the uncertainty caused by COVID-19, associations must get creative to keep things running and work hard to show value. Zoom group meetings, webinars, and networking events are great ways to offer members quality opportunities while we get through these difficult times.

For more information, or help with your association’s content marketing strategy, visit www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com or 678-348-6024.

Arc 3 Communications Has a New Home in Historic Marietta Square

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We’ve moved! As of May 1st, 2020, Arc 3 Communications is located in the historic Stephens Building right off of the beautiful Marietta Square in Downtown Marietta. We are located at 145 Church Street, Marietta, Ga. 30060 in Suite 290.

The Stephens Building was originally the headquarters of the W.P. Stephens Lumber Company. The building itself was built and expanded over time from the 1920’s through the 1940’s. We are excited about our new office location and look forward to working with you on all of your content, digital, and advocacy needs.

Come and visit us soon!

Who We Are

Founded in 2011, Arc 3 Communications provides winning solutions to businesses, trade associations, non-profits, political campaigns and government agencies. Arc 3 helps them achieve their organizational goals in a complex media and public affairs landscape.  We produce dynamic content, innovative digital campaigns and effective advocacy that results in legislative, electoral and civic engagement victories for clients.

Arc 3 knows how to integrate content, digital and advocacy. We have experts who have been tested in the crucible of political campaigns, public service, technology and digital media.  Public affairs and the civic space are our passion.

We help businesses, civic institutions, campaigns and trade associations achieve their goals through integrated campaigns that engage and reach their audiences.

For more information about Arc 3 Communications visit www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com or 678-348-6024.

How to Make an Impact With Your Elected Officials During COVID-19

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Advocating for your business or association and being able to get your message across to your elected officials during the COVID-19 pandemic crisis can be intimidating. Elected officials are literally in the middle of making life saving decisions between public health and economic livelihoods. While the majority of us are sheltering in place and social distancing, there are still many ways in which you can be heard by your elected officials at the local, state and federal levels; and your input is now more important than ever. They were elected to represent and serve you, and they can best do that through your effective advocacy. Below are ways in which you can connect with your elected officials and communicate your message in a way that is clear and makes a lasting impression during this crisis.

Email Your Lawmaker 

One of the easiest ways to get in touch with your elected officials is by email. You can usually find elected officials’ emails on your local government’s website or sites such as Open Secrets  or your Secretary of State’s website. When writing an email to an elected official, there are many things to keep in mind to make sure your email is effective and well received. Below are some tips on successfully emailing your representatives:

  1. Put your name and address at the top of your message.
  2. Humanize your message.
  3. Be brief.
  4. Be clear about your position.
  5. Make your message timely.
  6. It is okay to disagree, but don’t be abusive or threaten.
  7. Avoid attachments.
  8. Don’t spam elected officials or their office.
  9. Be honest.
  10. Proofread your email.

These 10 rules are key to writing an effective email that will likely be read and resonate with your officials. They hold true anytime, but especially during the time crunch of a crisis.

Schedule a Virtual Visit with Your Elected Official

During normal times, an in-person visit is the best way to connect with your elected official and to leave a lasting impression. While this is close to impossible during the COVID-19 restrictions, local officials and state and federal lawmakers are making themselves available via virtual platforms for meetings with constituents. Schedule a virtual meeting on a platform such as Zoom, Skype or Google Hangout much like you would an in-person meeting. Lawmakers may have their virtual platform preference or may defer to yours. This is a good way to discuss the concerns and needs of your association, business or industry that are important to you during this critical time.  Virtual visits with elected officials must be scheduled with staff, and you must exercise patience, and understand that these officials’ schedules are extremely busy. Also, be respectful of their time when you do get a meeting, try to limit your meeting to 10-30 minutes. After your meeting, be sure to express your gratitude for the time taken to meet with you and let your elected official know you truly appreciate their time and the opportunity to meet with them. A virtual meeting is a great way to stand out among the many emails and letters these officials receive every day.

Prior to your meeting, make sure you have a plan or strategy for what you want to say and how you want to present your information and request. You want to be prepared for any questions or follow-ups that may come from your presentation. Make sure you are knowledgeable and informed on the topic you will be discussing in order to establish credibility and even bring some leave behind materials with printed information such as flyers, petitions, or fact sheets that can be shared via the screenshare or the chat function of the virtual platform. Be sure to also ask your representative’s stance on the issues at hand and their thoughts and ideas; this will help by letting them get involved with the conversation and may shed light on certain aspects of the issue you had not thought of.  Be sure to make your ask and wait for an answer; if the elected official’s response is undecided, ask when you may be able to follow up with the official or legislator and their staff for an answer. After your meeting, follow up as you would with an in-person meeting; write a follow up thank you letter and email to the elected official and their staff.

Call Your Legislator

If your time is limited, or it is important for you to get in contact immediately, calling elected officials may be your best option. A phone call could make the difference in the issue or help make progress and move things forward. When you call, remember to be professional, remain courteous and factual. Make sure you establish yourself as a constituent and a voter; this will make your elected official much more receptive. Much like in person or virtual meetings, make sure you plan and strategize your call before making it so you can stay on your message. Also, like with any other contact you may have with an elected official, thank them for their time and for hearing you out. 

Whichever communication channel you decide to use, make sure you always give your name, address, and telephone number and your relevancy to the elected officials district or area they represent to drive home the fact you are a constituent and voter. Always remain confident and professional when you are presenting where you stand on an issue especially during this time of crisis.  Do not be reluctant to contact your elected officials during this time; they are there to represent you and hear where you stand on issues that are important to you, your association, business or industry during the COVID-19 pandemic.  Your email, virtual meeting, or phone call could be the one to make the difference you’d like to see for your association, business or industry.

For more information or for help with your COVID 19 advocacy and government relations efforts visit our website at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com or 678-907-2478.

Content Trends to Consider During COVID-19

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We, as a country, are facing very challenging times during the COVID-19 pandemic. This event is changing the way many people live and conduct their businesses. With everything going on, it may be an opportunity to take a look at your content marketing strategy, and maybe think about incorporating some of the new trends that are emerging. This way, when things begin to regain normalcy, you will be ready to hit the ground running with strong content and a successful strategy you can put into action. Below are some of the new trends in content marketing that you should be aware of and take into consideration when looking at your strategies.

Print is Making a Comeback

For years we heard about the death of print, but research is now showing the reemergence of print as a popular form of content marketing. Believe it or not, much like retro clothing trends, print is becoming popular again simply because it is NOT being done. It has become a way to creatively connect with your audience on a different level. Letting people take a break from screens and devices to look at a tangible piece of marketing really has a profound effect.

With so much noise and competition, not just with your competitors, but with all other content online, grabbing and holding your audience’s attention can be difficult. With print, people usually view one item at a time and something about print is more personal, as it can be sent directly to your audience. This doesn’t mean to abandon digital marketing efforts, but to consider mixing traditional with digital marketing to expand your efforts and stand out from your competition.

The New World of Audio

During COVID-19, people are home and more apt to use their at-home audio devices to find audio content. Smart speakers such as Alexa and Google Home are making it easy and convenient for people to voice search information, listen to podcasts, find products and services, and even order those products and services. This makes audio a content type you want to keep at the front of your mind. From creating a podcast to advertising to making sure your website is optimized to show up with voice search, there are many ways to use the audio format to further your brand.

It is estimated that 55% of adults will have a smart speaker by 2022 and 43% of companies already invest in technology to enable voice marketing (Content Marketing Institute). With many different ways to make use of audio marketing, it is good to analyze your goals, audience, and what works best for your business.

SEO and Keywords are Still Important

With the new COVID 19 environment and new tactics to consider, don’t neglect your SEO and keyword strategies. You should still prioritize time and resources for your organic search tactics. Tactics like backlinking, quality content, and keyword research will still play an important role in your success. One thing to consider related to SEO and Keywords are the ever-evolving algorithms of Google Search Engine. More and more, Google is trying to keep the user in the “Googleverse” which means allowing people to find answers to their questions right on the search results page. Elements such as snippets, Google My Business, people also ask, and Google Shopping are all meant to allow a user to find what they are looking for without clicking through to a website.

This has an effect on click-through-rates and the amount of traffic coming to your website even if you have quality content. The trick is answering the burning questions in your industry within your content so you can win as many snippets related to your industry as possible. Snippets are the answer boxes that sometimes appear when you search a question such as “what is” or “how to.” Having your content appear in these snippets will increase the chance a user will visit your website for more reliable information.

Keyword research and making sure you are utilizing your industry keywords on your website and in your content will go a long way in winning you snippets and “people also ask” spots. While these attempts by Google to keep users on the Google platform are affecting click-through rates, you can still use keyword and SEO to your advantage to win positions and therefore have your website and company stand out among the competition.

Video and Live-Stream 

It is no surprise that video and live-stream content is very popular. With many people working from home and online, it is an ideal time to make use of this medium. With nearly every social media platform supporting video posting and live-streaming, and these content forms performing well with audiences, it goes without saying that a well laid out video strategy can be successful. There are many video structures to choose from such as webinars, Q & A sessions, product demos, behind-the-scenes, and interviews with experts. With most cell phones having the capability to capture production quality video, it is becoming easier and easier for companies to create video and live-stream content.

Video is a great medium to use to stand out and create something that resonates with your audience. Studies show videos tend to capture and hold attention better and longer than written content. Another great factor that comes with video and ties into the rise in popularity of audio is it is also becoming easier to transfer video to audio-only content such as podcasts or just repurposed and shared as audio-only session.

A Great Time for Content

These recent events in our country are creating a need for imaginative and creative approaches to content marketing. These trends can be used with your cu
rrent content marketing strategies or as a part of a whole new content plan. Blogs, newsletters, and other traditional methods are still very effective tools for your content toolbox, but it is important to keep up with emerging trends that will amplify your efforts and bring your strategies success.

For help planning and creating content and content marketing strategies, contact us at pburns@arc3communications or call Patrick Burns at 678-907-2478. For more information visit www.arc3communications.com. We look forward to working with you to achieve your goals and develop successful content marketing strategies to help your trade association, business or non-profit grow.

How to Show Your Members More Value During the COVID-19 Pandemic Crisis Now

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COVID-19 has caused associations across the country to cancel annual conferences and other important member activities to protect the well-being of their members and themselves. With uncertainty as to when large gatherings will be allowed to take place again,There are many ways an association can show their worth and maintain relationships with members and sponsors alike. Below we have listed some ideas that will help you show your value in these challenging times to your members and potential future members.

1. Virtual Meetings and Webinars

Many people have taken to the popular video meeting app, ZOOM, as a way to conduct business meetings and keep things running as smoothly as possible. ZOOM allows multiple people to join in a video conference together where they can choose to share video and audio as they meet with others. There are share screen options so sponsors and members can give presentations they have prepared to up to 100 participants at a given time. This tool can be utilized in a number of ways for your association such as hosting member webinars, association meetings, courses, and other events. This is not the only digital conference tool available, and there are many available if you have specific needs to be met. ZOOM is free to use for 40-minute group meetings or an unlimited one to one meeting. There are premium paid options that allow for longer meet times and more participants. Virtual meetings, webinars, and courses are a great option to keep members engaged and feeling valued.

2. Keep Communications Open

Whether or not you have had to cancel events or not, it is very wise to keep communication with your members and sponsors open during this time. Providing them with updates, news, and plans show them that you are considering them and their well-being during the COVID-19 pandemic. A weekly email update is a great way to keep in touch and let your association members and sponsors know if and when things change and what the association’s plan is if they do have to cancel or reschedule an event. If an event is canceled, many members and sponsors may want their money back, or they may be looking for other ways you can get them what they’d hoped to get out of the canceled event. This is where hosting a virtual meet and greet could come into play or scheduling a presentation by your sponsors to the group they had hoped to target at your event. There are many options you can offer before giving an automatic refund that could be more beneficial to your sponsors and members and really show them that you are working your way through the challenge to bring them value. They will respect your dedication and it will strengthen the relationships you have.

3. Be Empathetic and Provide Resources 

Many of your members and sponsors are part of companies that are dealing with their own challenges that have arisen due to COVID-19. Some businesses and companies are having a harder time than others in navigating their way through this crisis, so empathy and useful resources are always welcome. Reach out and let your members and sponsors know you are there for them and send along any resources that might be helpful. There is no shortage of useful information for businesses and companies who are working their way through these uncharted waters; sending them this helpful information can go a long way in showing that you appreciate them and are supporting them. Make sure to word your messages in an empathetic and hopeful way to help alleviate stress and let your members and sponsors know we are all in this together.

Help and Hope

As an association, your members and sponsors are what make your association run. They trust you and look to you in times like this for support and guidance. Doing all you can to show your value will not only keep your members happy but will help strengthen those relationships and cause these members to want to stay with you through thick and thin. It is important in these trying times that we all step up and show our value and help one another through. COVID-19 is unlike anything we have faced in recent times and it is taking a lot of hard work and effort to get through. The more we help each other, the easier overcoming this major challenge will be.

For more help with your association’s needs sign up for our newsletter, follow us on social media or contact us here.

Utilizing the Popularity of Podcasts for Your Content Strategy

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Years ago, podcasts were a lesser known player in the content world, with only 9% of the U.S. population tuning in per month to listen to podcast episodes. Now, jump ahead to 2019, and there is an estimated 32% of the U.S. population, or 90 million people, over the age of 12 tuning in each month to their favorite podcasts (Content Marketing Institute). There are over 550,000 podcasts available today in nearly every genre from history to content marketing. Brands have also found a way to use podcasts as a part of their marketing strategies to own their industries marketing space.

Why Make a Podcast?

Audio is the next big thing. Just think of how many people now use voice search either with Alexa, Siri, or Google Voice. Experts are expecting audio to make a big splash in the marketing world in the coming years. Podcasts have already risen to the level of prominence and continue to grow.

There are many things to consider when deciding whether a podcast is right for your brand. A few key questions you should ask are:

  • Is there a need for a podcast for my industry?
  • Is there an audience for my podcast?
  • Do other brands in my industry have podcasts?
  • Do we have the time and resources to dedicate to a quality podcast?

Creating a podcast for your industry can help you stand out among your competitors. This form of content builds a relationship between your brand and your audience, which will consist of existing and potential customers. With your podcast, you want to focus on creating thought leadership content that relates to your industry and avoid allowing your podcast to simply become a sales pitch. No one wants to listen to a 15 to 20-minute advertisement, so you have to be creative and come up with content that revolves around your industry and provide useful, entertaining, and interesting content to your listeners. The ultimate goals of creating a podcast are to increase brand awareness, brand engagement, site traffic, thought leadership, and revenue generation.

Planning is Key

Podcasts are not as quick to create and publish as a blog post or an email newsletter. There is a good bit of planning that is involved when you are creating your podcast. Your first question should be what your podcast will be about. Your goal is to find subject matter that meets both yours and your audience’s needs. As stated before, if you use your podcast as a 20-minute sales pitch, no one is going to listen, but if you talk about random topics, no one will be directed to your brand. The secret is finding that meeting point, and that will take planning. For this reason, it is important you create scripts for each episode so you can see where an episode is going. Your host and guests don’t have to stick to the script word for word, but it will keep things on track. Keep in mind, most people are listening to podcasts while they are doing other things like driving, exercising, or working so make sure you have content that is easy to follow and not too technical or confusing.

Speaking of your host, or hosts, it is imperative that you find a host that is relatable, knowledgeable, a good speaker, and personable. You want someone your audience feels they could have a conversation with, someone they enjoy listening to. If someone is shy, soft spoken, or not very good at public speaking, they may not be right for the hosting position. It is good to have a permanent host for the entirety of the podcast. This way, your audience can build the relationship and will want to come back for each new episode.

Call to Action

We have made it clear that your podcast should not be an advertisement, but this does not mean you can’t guide people to your blog, website, or store. Include a call to action at the end of each episode, or during the episode if it relates to what you are talking about. For example, if your podcast relates to a blog that you have published with more information on a topic, you can let listeners know that they can visit your blog to learn more. You can ask people to go and sign up for your email newsletter to get information on new episodes right when they are released. You definitely want to promote your brand, just don’t let it be the focus of your show.

Good Things Take Time 

Just like with the production, your podcast will take time to work. Podcasts don’t shoot to the top of the charts overnight, especially if you are creating one for a specific industry that may not have a presence yet in this medium. This is why it is good to have an established content strategy prior to creating a podcast so you can use it to promote your new show. Newsletters, social media, and blog posts should all be used to point people towards your new podcast. If you have strong thought leadership content about your industry and you take time to create something that people will connect with, your audience will come. Podcasts are an excellent tool for your content strategy and, when done right, can really make a difference for your brand.

To learn more about content strategies visit www.arc3communications.com or contact us at pburns@arc3communications or call Patrick Burns at 678-907-2478.

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