Arc 3 Communications

How to Write a Successful Call to Action for Your Association

By Leave a Comment

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 Tell the Difference Between Real and Fake News Online

By Leave a Comment

In this day and age of information at our fingertips, 24/7  updates, and social media, it is easy to get overwhelmed and loose track of what news is coming from where. This is when people begin to react with their emotions over their logic. Someone may see a headline that sparks a reaction in them, and they immediately share it on social media. Many times, they will not even read the article or check the source, they simply see a headline, react, and share. This often results in the spread of fake news, and many of these false stories even end up going viral.

Fake news is nothing new, it has always been around to mislead or sway people towards a certain belief or action. The difference is now, with the internet and social media, fake news can be spread quickly and reach millions in minutes. There are many reasons why people share fake news stories, and they aren’t always bad intentions. Many people will see a story that supports their views, opinions, or beliefs and without looking too much into it, will share it.

With most of the world getting their news online and through social media, fake news is never hard to come across. It comes in many forms; but will always have an eye-catching headline that tells a story without the reader needing to read the rest of the article. Even if a reader does decide to read the article, these stories are made to seem credible and true. They may even take a story that is real news and change important details to spin the story to the desired view.

This is why readers need to take time and do a little research to verify the news they are reading and sharing with others is, in fact, real news from a credible source. Below are a few steps you can take to make sure the information you are receiving and sending is reliable and true.

  1. Be sure your news is coming from a credible source.

Pay close attention to the source your story or information is coming from. Is this a credible source? One way to determine this is to look at the author of the piece. Many fake news stories tend to have “staff” or even no author listed. Once you find the author, do a quick search on that author and see what else they have published and if there are any complaints about them producing fake news.

Another big indicator is the domain name, as many websites have been made to mimic true news sources. Watch out for anything with a “.com.co” at the end of the URL, this can be done with well-known news source names to trick readers. A quick web search of the domain name can give you more insight into whether the site is a credible source for news.

One more thing you can do to determine a websites credibility is to check the rest of the website. Do they have sources cited on their stories? Do they have legitimate contact information? Are they well-known or lesser known? Have they covered well-known news stories or do all of their stories appear in a clickbait fashion? These determinates can help you discover whether the site you are reading news from is credible and dependable for future news.

  1. Read more than just the headline and sub-headline.

A big problem with the spread of fake news is that so many people will see a catchy or controversial headline and immediately share out of an emotional reaction. Others will click the link and maybe scan the article quickly, decide it appeals to their views, and share it without ever checking for credibility. This is where a major problem lies and how false stories get spread so quickly by so many.

Take time to go to the story and read through it carefully, maybe even more than once. Check the credibility of the author and website as laid out in the first step. Sometimes you may find the story behind the headline is something completely different from what it was made to sound like. Other red flags may be bad grammar or misspellings throughout the story, this could point to a fake story as credible pieces are proofed quite thoroughly. Check to see if any facts or quotes shared in the story are cited at the end of the article, and if so, are those sources credible as well. This may sound like a lot of work, but it will help to protect your character and credibility as well as make sure you are getting reliable and correct information.

  1. Is the information being reported by multiple sources?

When you find a news story of interest, check and see if it is being reported on by multiple news sources. Usually, if a story is true and timely, it will be covered by more than one news source. It is very rare that a story that is capable of making the news will only be reported by one publication. If it is a national or international story, check with trusted major news organizations to see if they have any mention or information on the story. If you are reading a local story, check with other local publications or get in contact with your local publication and see if they have heard anything about the story in question.

In addition to this, make sure the story you are looking at is timely. Sometimes an old  story will begin to circulate attempting to pass as a new story. There may also be an attempt to falsify this information, which is why it is always good to cross examine with other news sources.

  1. Check Your Story with a Fact Checking Website.

With so much information available the internet, it is not always possible to do in depth research for every story you come across. If there is a viral story you come across, there are fact checking websites that do this research for you. Websites such as www.snopes.com take viral news stories and let you know whether they are real or fake, and if they are real, if the facts presented in the story are accurate. There are many websites like this online, so it also wise to make sure you are using one that is credible and non-biased to get accurate information.

There are fact checking websites run by non-profits, educational centers, and libraries. These are usually the most reliable ones to gather information from.

In Conclusion

When gathering your news from social media and online sources, your critical thinking and attention to detail will go far in detecting fake news. Often fake news stories are made to drive emotional responses and are written in such a way to do just that. Practice taking the time to check sources, research the story, and use fact checking sites to weed out the fake news from the real news. With time, you will begin to see a trend in how fake news presents itself and will be well equipped to avoid it. By following these simple steps, you can help prevent the spread of fake news and misinformation and help your credibility in the process. In a time of unlimited information, make sure the news you are getting is credible and dependable.

 

The 2 Most Popular Article Types for Association Content Marketers

By Leave a Comment

In a digital age, content marketing is one of the best marketing strategies that can be used by associations’ large and small. There is a wide variety of options in the world of content marketing and choosing the best types of content for your association can be challenging. Of course, you do not have to use just one type of content, in fact using a variety of different content formats is good for keeping your membership and stakeholder audiences interested. These different types of content can be tailored to fit your association and reach your target audiences. This guide will identify two of the most popular forms of content out there right now and explain what each of these can accomplish for your association.

  1. Listicle Articles

We have all read listicle articles in magazines or on social media, even if we didn’t know that is what they were called. In fact, the article you are reading right now is a listicle. Listicles are highly popular due to their ability to be very informative while being easy-to-read and aesthetically pleasing. Arranging information in a list format and including numbers in the title and body of the article has been proven to be psychologically attractive and draws in readers. People like having their information in list form; and with a catchy title, this form of content can greatly increase page views, shares and likes.  Listicles will usually have a numerically based title, for example: “Top 10,” “6 Ways to,” “5 best,” etc. These numbers can either be a ranking system or simply organize information into the list. Unlike How-To articles (which we will discuss next) listicles do not necessarily have to show someone how to do something or teach a skill; it can simply be used for informing readers or for entertainment purposes. The items in a listicle will usually be related to an overall theme such as “10 Things to Consider When Writing Captivating Content for Members”. This theme will be something related to your association that will attract your membership and stakeholders. Listicles are immensely popular and can be tailored to any policy or content bucket.

  1. How-To Articles

How-to articles are another extremely popular form of content. The how-to article is written in a sequence of steps and shows the reader how to perform a skill or complete a task. In the past it was enough to use a title like “How to do…” but now, with social media and endless online articles for your members and stakeholders to choose from, you have to be creative with your titles and content in order to catch the attention of readers. How-to articles are much more specific than listicles, usually explaining a specific task or skill. Often, listicles and how-to articles can cross paths with steps and guides written in a numbered list format like “10 Easy Steps to Building a Remarkably Popular Website.” This translates roughly to “How to Build a Website” but uses much more exciting and interesting language. Like listicle articles, how-to articles increase traffic, shares, and likes and can benefit your SEO and keyword placement. Writing how-to articles that take a unique approach to a topic and take a new angle on what might be a well-known subject to your members is the key to leveraging this content format.

In the End, Quality Content Works

Ultimately, the most important thing about creating content is making sure that it is of high quality.  You can pump out countless content pieces, fast and furious; and have them all fall flat because there is no value to them. Quality over quantity is the golden rule when it comes to creating new content for your marketing campaigns. Well-crafted content will boost the visibility of your website and ultimately increase your audience numbers. Interesting and readable content will go far in engaging your membership and keep them coming back for more. Strong content is also more likely to be shared on social media, thus acting as free advertising and driving traffic to your website and generating membership leads for your association. While the two content types discussed in this article are the most popular and effective, they certainly are in no way the only types you can use to be effective. In the end, if you create quality content, your membership and stakeholder audiences will rely on you time and again as a trusted and valuable resource.

For more information or help with your association’s content marketing visit us at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you to achieve your goals and develop successful content marketing strategies to help your association grow.

How to Run a Lucrative Email Marketing Campaign

By Leave a Comment

What is the difference between an email newsletter and an email marketing campaign? This is a good question and one that a lot of companies and organizations may have when designing their marketing strategies. This article will help distinguish between these two tools as well as help you create and implement an email marketing campaign that is successful.

E-Newsletter vs. Email Marketing Campaign

First things first, let’s take a look at the difference between an E-newsletter and an email marketing campaign.

An e-newsletter is a regularly occurring email that contains strong informational content that relates to your readers and their lifestyle or interests. Newsletters are not advertisements and do not push products or services. Instead, these emails develop and build relationships with your audience by relating to them on a personal level. This content will be related to your business or market and drives website traffic which can lead to conversions.

An email marketing campaign consists of many different types of emails used together in a strategy to persuade the recipient to take an action such as making a donation or purchasing a service or product. An e-newsletter is considered a part of an email marketing campaign, in addition to other email types such as welcome emails, promotional emails, retention emails, and nurture emails. We will discuss these different email types further, but for now, just think of an e-newsletter as one tool in an email marketing campaign.

Now that you know the difference between e-newsletters and email marketing campaigns, we can discuss how to develop and implement a successful email marketing campaign.

Running a Successful Email Marketing Campaign

Email is still one of the largest communication tools used today, with 90 percent of adults and 74 percent of teenagers using email regularly according to the company OptinMonster. This makes email one of the most efficient ways to reach your customer base. Here are the steps you can take to create a lucrative email marketing campaign. 

  1. Set Your Goals

Before beginning to design your emails, it is important to set goals you want to achieve with your campaign. These goals will vary depending on your business but some of the common goals are:

  • Welcoming new subscribers to your campaign which involves informing them about who you are and what you do. This begins the relationship building process.
  • Strengthening existing relationships with current subscribers by providing them with useful information and incentives.
  • Touching base with inactive or less active subscribers to try to get them to reengage with your business or organization.
  • Encourage engagement with strong content and calls to action to drive conversions.
  • Target your subscribers by segmenting them based on data you collect to deliver relevant content to the right people.

Keep in mind your conversion goals when developing your email marketing campaign goals so one can help the other.

  1. Create Strong Opt-ins

Opt-ins are how you will initially get and grow your audience. These are forms strategically located on your website where visitors can sign up to receive your emails. It is important that these are eye-catching, well designed and prominent without being annoying or overpowering. Having a pop-up when people navigate to your site, a visible form that stands out on your homepage, or an exit pop-up when people are leaving your site are good ways to catch the attention and drive your call to action(CTA) for subscribers.

  1. Use Different Email Types

As we discussed earlier, there are different types of emails that can be used as a part of your campaign. These email types will work together to help you reach the goals you have set.

  • Promotional Emails are offers and sale information that promote your business and can include coupons or special events.
  • Transaction Emails include welcome messages and confirmations for sign-ups, orders/purchases or information changes.
  • Relational Emails are where your E-newsletter come into play. These emails deliver relationship building content and appreciation to your subscribers (free gifts, thank you notes, etc.).
  • Follow-up Emails are emails that can be scheduled to follow promotions or newsletters to keep your subscribers active.

  1. Crafting Your Email Designs

 Content and design are very important aspects of a good email marketing campaign. Without strong content, catchy subject lines, and professional, clean design; your emails will be overlooked, go unread, or you could even lose subscribers. Strategies such as personalization, valuable information, polls and surveys, and incentives can be used to help drive open and click-through rates. It is also very important to include a call to action in your emails that encourages your readers to take an action like making a purchase, partaking in an event, or becoming a paying member. These are best when short, clear, and to the point and will work for you if your content and design are strong and relevant.

  1. Use Tools, Tech, and Software

There are many programs and services available to help create email templates, automate email scheduling delivery, track success and goal completions, and help to segment your audience. Services like Mailchimp provide all of these aspects in one place and can help you make sure your campaign runs smoothly. Tools like these are necessary to keep track of where you stand with your goal completions. This can also allow you to test new ideas and gauge the success rate of these ideas, giving you much control over your own success.

  1. Test Runs and Tracking

Anytime you are sending a mass email it is always smart to do a test run. This can involve sending your email to people designated as test readers, such as an inside marketing team; to check for errors, broken links, and to see what your audience will see. You can also do test runs with your audience to test things such as send times, calls to action, and subject lines. You will always want to track email activity with your subscribers so you can see what works and what doesn’t. This way you can keep doing things that are working with your subscribers and change and test things that might work better. This will be key to helping you reach your set goals and drive conversion goals as well.

For more information or help with your email marketing campaign visit us at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you to achieve your goals and develop successful e-mail marketing strategies to help you grow.

 

Our Location

We’re located in historic downtown Marietta just off of the Square.

145 Church Street, Suite 290 Marietta Georgia 30060

Let’s Work Together

How can we help? We’d love to hear about your next  project. Contact us here.

 

Connect with Us

Want to keep up with the latest digital and public affairs trends? Follow us across our social networks.