Grow Membership by Becoming More Discoverable with Olena Lima

On this episode of Higher Logic’s Member Engagement Show, we share a webinar featuring Olena Lima, founder and principal consultant of MemberBoat, a marketing agency that works to empower associations with innovative digital solutions and expert marketing strategies that foster engagement, growth, and value for members. She’s also host of the Membership Marketing School & Association Hub Podcast. The webinar goes deep on what it takes to attract new members and build memberships. Topics covered include:

• What do associations think is the biggest barrier to member recruitment?
• How big is the missed opportunity of unaware non-members?
• The importance of knowing your total addressable market and market share.
• The math of retention and conversion tells you how many people you have to reach.
• Which audiences are the hardest to reach?
• What matters most to prospects at different stages of their career.
• Positioning your association for discoverability.
• Aligning your content with what humans and search systems are looking for.
• Why you should take a trip to a physical library (really!)
• Deciding between public and gated content.
• Moving people through member journeys.
• One thing you can do this week to improve visibility.
• The underused asset you already have.

Helpful Links:

Watch the Webinar Version

Higher Logic 2025 Association Member Experience Report

Association Forum’s Association Membership and Services Survey 2026