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MEMBER RECRUITMENT
tion)
Which of the following digital advertising channels provide the most new members? Please select all that apply.
tement (Retention)
DIGITAL MARKETING TOOLS THAT GET MOST NEW MEMBERS
Total (n = 105)
Individual (n =63)
Trade (n = 17)
Combination (n = 25)
Facebook Paid Advertising
68%
67%
59%
76%
re
Search engine optimization (SEO)
51%
54%
47%
48%
Remarketing (Facebook, AdRoll, or Google)
46%
49%
35%
44%
sociation
Search engine ads (pay-per-click)
45%
48%
29%
48%
Paid banners ads on other websites
32%
38%
24%
24%
Lead generation content marketing (e.g., white papers, videos, webinars)
30%
30%
18%
36%
LinkedIn Paid Advertising
29%
30%
29%
24%
y Of the 15% of associations that consider digital marketing tools as a highly effective method for recruiting new members, Facebook paid advertising remains the most effective digital marketing tool (68%; unchanged since 2018). Search engine optimization has become the second most effective digital tool (51%; up from 40% in 2018).
y Regardless of the type of association, these two forms (Facebook and SEO) of digital marketing are the most effective. However, for combination associations, search engine ads are just as effective as search engine optimization (48%; up from 40% in 2018).
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