Nowadays, big companies are providing consumers with increasingly personalized services, and this has led to a growing demand for personalization across all sectors. Traffic is important but unless your platform features optimized personalization, the engagement rates are destined to stay low and membership renewals will decline.
Whether you’re sending emails or publishing posts on your association website, it is crucial that you ensure the information is relevant to members. It also needs to be sent at the right time. For instance, a Christmas-related message is best sent near or during the Christmas season and not in January.
In order to offer your members better personalization and boost engagement rates, you could ask them what they found most interesting once they signed up to your association. One way to do this is to send them an email questionnaire to know their interests. Interests change over time and members may not always tell you when this happens.
It would be a good idea to install software that tracks the activity of members, such as the kind of posts they comment on and the type of emails they open. The market is changing for the better in a variety of ways. Consider installing marketing automation systems to help you learn your members’ interests and send them content they find interesting and valuable. Luckily, this software makes it possible to create member segments so personalization is even easier and faster.
Engagement is one of the primary reasons for having an online community and an extremely important engagement tool is the discussion board. With this, you give customers the option to connect and notify one another about any new products or services that may be available.
Aside from that, a community introduces resource libraries where your customers can get information about your products and learn more about your organization. A built-in calendar will provide customers with information on product releases, as well as other events related to your products or services.
Typically, the end goal of having an online community is to increase sales. Community managers are valuable with regards to that as they’re in charge of a whole variety of processes from starting discussions to giving expert advice where needed. Beyond that, you need membership management software that incorporates analytics to know how well your marketing strategy is performing.
With online communities, it’s usually the members who do most of the work but finding members who are dedicated to bringing in high-quality referrals is a challenging task. One way of encouraging members to refer other people to your community is to create an advocacy program that rewards them.
For instance, you could give them a discount on products when they get a new member to sign up. With these tools, it quickly becomes obvious that an online community is a worthwhile investment. Even if your organization isn’t very big, you will benefit from the increased engagement among customers and it doesn't require you to be actively involved all the time!
One of the most effective methods by which companies attract prospects is to expose some of the discussions on their forums to the public. A discussion among your customers about the products or services from your association seems more informative this way. Also, prospects will likely trust the facts over the content you have uploaded to your blog.
Some prospects will be converted into buyers shortly after going through your online community while others may want to figure out what products work for them. You could use tracking tools to see what actions a potential prospect takes. For instance, consider asking them questions that helps you serve them in a more targeted manner to ensure they are always pointed in the right direction.
When a prospect becomes a member of your online community, you’re able to offer them a great deal of information and a chance to contribute to the community. Aside from that, by tracking their activity in the community, you get a vivid idea of the products they might be interested in. As a result, you may be able to trigger them into buying by sending accurately targeted emails.
Membership websites are not only useful for enhancing a customers’ experience, but also in providing the seller with insights that can end up boosting sales. In the future, use your online community to learn your customers’ interests and try to appeal to them accordingly.
When data on club websites is combined with data from other platforms like social media and email marketing, an effective system is created. In most cases, this helps organizations budget their resources for marketing success well into the future.
Based on the data analytics you receive, it is possible to visualize the costs involved and allocate your resources accurately. For instance, a platform that has low member engagement or numerous complaints regarding the difficulty of using it only shows that you need to invest in training and potentially increase staff involvement.
Data analytics display a clear picture of how users are interacting with various marketing outlets. Ranging from showing how the engagement is impacting transactions and retention rates to identifying the sessions of users that attended at a certain conference. This is crucial in the event there’s an outlet that is performing poorly or an upgrade is required, then the proper actions are taken.
Every organization needs to know how all the projects they invested in are performing, and one of the most important factors they should take into consideration is the return on investment. As a marketer, you can use data analytics to show management the value of the projects by tracing sales to the customer’s high level of engagement.
Also, consider reviewing your marketing platforms carefully and utilize the tools for data analytics that work best for you. As a result, you’ll be able to evaluate your marketing platforms and budget properly through investing in the tools that your staff and customers both find useful.
One mistake is to include too many people in the approval process as it can lead to confusion. When dealing with that issue, try eliminating some of the people involved and monitor the effect. Even though the exact number typically depends on the complexity of your campaign, two to three members are often enough. It’s also important to define the specific roles of each member and the sort of feedback you expect.
To make sure the email approval process is consistent, specify the objective of sending the email. On that note, outline the goal, the context, and the expected send dates for every email campaign you plan to run. Furthermore, approve the outline before the first draft and include it with each test.
By creating a central location for viewing all the input and tracking alterations, you’ll be able to lessen the confusion in the approval process. Some of the best tools you can use for collaborating include Google docs and an online community. Membership management software will be very helpful for tracking feedback from team members as it will notify you each time an action takes place such as leaving feedback.
Email testing may not be a very enjoyable process since the message can seem repetitive at times. However, if you’re to ensure your recipients receive accurate emails at the right time, it’s essential that you create a good testing policy. Aside from that, implement the latest membership management software to simplify the work!
The membership website can act as a central location online where both members and potential customers interact and have an opportunity to learn from each other. Here, like-minded people have a chance to engage about various topics regarding the products and services that a business offers. As a result, this could lead to more customers becoming members of the online community.
Unlike social media pages, membership websites reassure customers so they feel safe when sharing their information. Due to feeling secure, customers are able to talk more freely and give their honest feedback. In doing so, this helps you know which areas you need to improve or change.
When you want to retain customers, an effective way of making that happen is to provide them with reliable support at all times. It’s not always possible to make that happen through email, text messaging, or by phone. With an online community though, customers can have answers to their questions at any time. Some questions haven’t been addressed but there are other customers online who might be willing to assist. In essence, an online community is a form of 24/7 support that clients can rely on.
Ultimately, a membership website is one of the best tools for loyal customers to do free marketing for you. When a customer or member feels your product has met or exceeded their expectations, they might be willing to inform others about the benefits.
Community management usually involves repeating the same tasks over and over again. For instance, informing members how to update or change their passwords and profile pictures, or where to get account information. In this monotony, it’s easy for some managers to grow exhausted and feel like they’re not making any progress. To avoid that, set aside time for creativity so you can devise different ways of handling tasks.
When professionals come together, they not only share ideas but also give meaning to their work as they explain what tactics make them more efficient. That’s why more managers should consider connecting with other community managers. If software is used for managing club websites, there’s a good chance they have user groups made up of community managers which would be a great place to start.
One cause of burnout with community managers is the notion that you always have to be on call for members and stakeholders. To solve this problem, run the community strictly during business hours and let the members know they can only contact managers during this time.
If you have to work outside business hours, only let it be when there’s an emergency and be sure to define clearly what qualifies as an emergency. Lastly, recognize any signs of burnout and ensure community managers take a break or ask for help from a fellow community manager.
Emails that might be useful for one member might be totally useless for another member. For instance, a member that already registered for an event should not be sent an email informing them to register for the same event. Therefore, segment the email list such that members only receive relevant emails.
An amazing feature with most membership management software is that it allows you to send emails to everyone. However, if you can find out what time the recipients are more likely to open the email and act on the call to action, the email campaign would be much better. Consider timing it so the email arrives after working hours but also before it gets too late.
If your emails are not optimized for viewing on mobile devices, members who open them using a smartphone will likely have trouble reading them. As a result, this increases the chance they will not fulfill the CTA. Make sure your emails are suitable for both, desktop and mobile users.
One of the leading causes of email marketing failure is an unclear call to action. Thus, tell members exactly what you need them to do so your emails are always effective. It might be that they need to fill out a survey, register for an event, or check out a product. Ensure it is easy for them to fulfill the call to action by using a distinct CTA button. Finally, use tools like membership management software or web analytics to track the results!
When some customers find satisfaction in a brand they care about, they want to help other people like their friends or coworkers discover the brand. Various online communities use game mechanics to get the willing parties competing on who will represent the brand publicly while encouraging more engagement with the products. Take it a notch higher by offering badges and use some type of scoreboard so participants know where they rank.
Research has continuously shown that many new visitors on a brand’s website never return, and most of the people who sign up to membership websites end up becoming dormant members. Interestingly, a lack of engagement is what causes that and an online community can often trigger the much needed engagement.
A community provides new members with the answers they need to understand particular products and establishes a personal connection between them and the brand. Aside from reducing a falloff, a community is helpful for identifying the customers who are at risk of falling off. For instance, when a customer records declining engagement levels, that’s a vital indicator that preventive measures should be taken.
Studies have indicated that brands with an online community and a dedicated manager have higher retention rates than those that don’t. The goal of a community manager or significant staff member is to show association leaders that the community has a long-term ROI. As a result, it could greatly improve the overall health of the membership in the long run.
When someone becomes a member, send them a welcome email and thank them for joining the association. Afterwards, follow that up with messages that contain valuable information like the benefits of being a part of your association. You could also give them a phone call to add a more personal touch.
Also, use the member’s first name when referring to them as it’s one of the most effective personalization tactics. At first, try prompting them to take simple actions like completing their profile or resetting the password. Then, move on to bigger CTA’s like asking them to post questions in the online community.
Some of your members might be from a different country. In order to help them find your association useful, organize or partner with various events in areas where you have a substantial following. Ensure members get an invitation and give them some incentive for getting new members to join.
When it comes to increasing the retention of new members, reach out to them regularly through a phone call or email at least every three months. This helps you understand how they feel and you can ask them what changes would improve their experience so they feel compelled to stay.
- December 1969 (5)