Promoting Online Education & Certification

Best Practices & Ideas

Overview RecapWhere Are We Now

Things We Know• Online Education & Certification Programs are a key offering• Part of Association’s value proposition• Relevant and relatable to all membership

• Continued learning• Industry standards / best practices• Emerging concepts

• We generally don’t have to convince membership of the program’s value…but we do have to remind them

Why We’re ChallengedOur goal is to ensure our site visitors are getting to the information they need:• But remember - people don’t visit your website on their own

• Need digital marketing strategies to bring visitors in (think Inbound)• Email is a great vehicle, but you’re only marketing to the same people who already know

the value of the programs• Reports say 25% of your list will go bad each year

• Ultimate Challenge: Find New People

Best PracticesPromoting Education & Certification

SearchAre You Using Search & Keywords?

LinkedInSearch & Content

Interactive CapabilitiesEngage the User

Intelligent Contextual EmailTM (ICE)

All About U

Best Practices Summary• Focus on finding new people via search & social• Gain email addresses & permissions • Provide engaging content & learn interests• For current customers, provide personalized experiences• Be bold, interactive & have a personality