8 Tips for Creating a Successful Membership Marketing Strategy
8 Tips for Creating a Successful Membership Marketing Strategy
Is your membership marketing plan positioned to achieve results?
Every membership organization needs to use a variety
of marketing tactics to acquire, engage, upgrade, and renew members, who are the lifeblood of any membership organization. Here are 8 marketing tips that will help you attract new members and engage existing ones.
1. Develop a unique selling proposition
Ask someone who isn't familiar with your organization to read your website or brochure and then define your unique selling proposition, or USP, in a sentence. If they can't, you've got some work ahead of you. Having a USP is vital because it clarifies why prospective members should join your organization and not another.
2. Create a special offer that encourages people to join now
Don't let prospective members "sleep on it" when it comes to joining your organization. Give them an incentive to join right now, so you can secure their membership. One of the most compelling offers that membership organizations can make is the limited time-only introductory dues discount.
3. Organize educational events
People join membership organizations to learn and network with other members. Organize educational events and invite both members and non-members, so you can keep current members engaged and provide them with more value while growing your prospect list.
4. Run a Groupon-style promotion
Run a Groupon-style promotion to attract more members during membership drives. Groupon has received criticism in the past because it attracts one-time buyers, but organizations don't have to worry about that since membership is a long-term commitment. The challenge lies in keeping members engaged and satisfied after they join.
5. Use Q&A websites
Get active on Q&A sites like LinkedIn Answers and Quora, providing helpful answers to questions that are relevant to your industry. By answering people's questions on a regular basis, you'll enhance your organization's reputation and market indirectly to a pool of potential members.
6. Give away trial memberships
Allow prospective members to test drive a membership with a 30-day trial that provides them with free access to your organization's private online network and events.
7. Make your marketing materials about your members, not you
Don't only talk about your organization and what it does on your website, brochure, and other marketing materials. Let prospective members know specifically what's in it for them to encourage them to join your organization.
8. Don't ignore tried and true promotional strategies
Many membership organizations suffer from shiny thing syndrome, jumping from one new marketing tactic to the next in search of a silver bullet. While it's important to experiment with the latest promotional tools, like social media, you shouldn't ignore tried and true promotional strategies with a proven track record, such as direct mail.
Need Help Marketing Your Membership Organization?
Attract and retain members with the help of Seattle-based online marketing and design & development firm efelle. We design full-featured membership organization websites and offer a wide range of marketing services, including SEO and social media marketing. Call 206.384.4909 or fill out our online contact form if you have any questions or would like to schedule a free consultation!
See Also:
8 Tips for Creating a Successful Membership Marketing Strategy
6 Web Design Tips for Membership Organization Websites