As a professional association with memberships and certifications, the value you have to offer career builders may remain consistent, but that doesn’t mean your audience will. When you hone in too closely on your audience, you can become so hyper-focused on your targeting that you might miss out on fresh prospects, just waiting to hear a message like yours.
It might seem easy to build brand awareness if you’re selling sneakers or coffee. These products have cool built into their brand DNA, just by virtue of helping customers look good or feel good. The challenge behind promoting a certification or membership is understanding what is cool to your audience.