Walsworth Blog

Using An Integrated Content Marketing Strategy

Marketing tactics often are devised as individual ideas. You want to promote a new book, so you create a website that provides information about the book. The author wants to get his or her name out there, so he or she creates a Twitter account or Facebook page. Taken individually, these are good ideas to move the needle.

But there’s something missing. And that something is strategy.

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Using LinkedIn to Grow Membership – A Success Story

If you are like our many association customers, you are always on the lookout for ways to grow your membership.

Perhaps you have distributed complimentary copies of your association magazine to a targeted list of prospective members. Or, with recent advances in mobile publication apps, such as Walsworth Apps, perhaps you have sent marketing emails to your targeted list in order to offer a complimentary download of one of your interactive digital issues.

Both of these methods can garner new members who see the value of your association and the information and services you provide.

But, I will admit, when I read the Associations Now post, You Won't Believe The ROI On This Member Recruitment Campaign, my immediate response was, “Of course. LinkedIn would be a great place to recruit new members.”

In the article, Associations Now’s Joe Rominiecki reviews a LinkedIn membership campaign conducted by International Coach Federation, which experienced an amazing return on its investment. And, although the campaign required a lot of forethought and three months of effort, their actual cash expense was modest.

If you are in the business of growing membership, this article is for you.

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Is Your Website ADA Compliant?

While most businesses are familiar with complying with the Americans with Disabilities Act (ADA) in their offices and brick and mortar shops, not as many may think about compliance when it comes to their website. But, they should.

Title III of the ADA says businesses and nonprofits must provide accommodations that allow people with disabilities to access the same services they provide to people who are not disabled. The title extends to cover websites, apps and other electronic media, both internally and for the general public.

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What’s the Big Deal about Responsive Web Design?

There has been a lot of buzz about responsive web design recently, but for all that buzz, I still find that many people aren’t familiar with what it is or why it’s important. Responsive web design refers to a website’s ability to adapt itself to whatever device the website visitor is using. That means the site is designed to be equally user friendly on desktop computers, laptops, tablets and smartphones.

At the onset of the mobile craze, the trend was to create two versions of a company website: one for standard computers and laptops and another version for mobile devices. Now a single version of a website can accommodate both as long as it takes advantage of responsive design.

The simplest responsive designs feature websites that conform to the size and rotation of the device being used. More complex designs provide different page layouts and site navigation menus that are optimized for mobile devices. Key elements for responsive design include:

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How A/B Testing Your Email Subject Lines Results in More Opens

Are you about to send your next promotional email, but aren’t quite sure what subject line you should use to maximize your open-rate?

Perhaps you’re a lifestyle publication touting your latest issue, which contains a feature on a hot celebrity and an equally hot fall fashion spread. Your art department is sure the email’s subject line should mention the sizzling fall fashions, but your editorial team insists the celebrity interview is the topic that’ll get readers to open and read.

What do you do? You can bicker. You can flip a coin. You can pick a subject line totally unrelated to both topics and call it a day. Or you can perform a simple tactic known as A/B Testing. And, the A/B Testing best practices below can help make your decision obvious.

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