Business associations, chambers, and networking groups aren’t just “another small business.” Their marketing lives at the intersection of events, membership, and community value. Mike (branding/web) and Liz (social strategy) break down what actually drives growth: clear goals (events vs. membership), friction-free information, repeatable systems, and simple campaigns that turn event interest into long-term members.

You’ll learn

1. How association marketing differs in practice (committees/boards, volunteers, layered goals) even when strategy looks like B2B.
2. When to prioritize event attendance vs. membership—and how they fuel each other.
3. How to reduce friction: usable event calendars, clear agendas/FAQs/dress code, current photos, and seasonally appropriate visuals.
4. Why your membership value must be visible beyond a $5 event discount (resources, certifications, directories, perks).
5. How to make directories and resource libraries useful (searchable, media-rich profiles, simple contact options).
6. Email that works: monthly “what’s on” + weekly reminders, basic segmentation (e.g., by city), and consistent cadence.
7. Paid ads for events: low-spend campaigns, instant forms to build the list, and nurture flows that convert to membership.

Quick wins

1. Publish a one-glance events page and enable subscribe/reminder options.
2. Add an event FAQ (agenda, who it’s for, what to bring, dress code) and upload 5 recent photos.
3. Send a monthly roundup and a weekly “this week” email; segment by city if possible.
4. List your top three membership perks on the homepage and in every event promo.
5. Run a small event ad with an instant form, then follow up with a short nurture sequence.

Key takeaway

Pick the primary goal (events, membership, or both), remove friction everywhere, and build systems that compound: clear info → fuller rooms → stronger proof → easier membership growth. Consistency beats heroics