With the proper automation tools, this association kept track of their members, especially when monitoring the payment of membership dues as that’s a key indicator of how interested members are in the association. They sent out a message to members who failed to pay their dues that said, “We don’t want to lose you”. That simple message resulted in a 32% conversion rate.
They also segmented their non-members into two groups; those that were new and other ones that had a previous history with the association. For new members, the campaign was a simple ‘we want you’ message and it included a few reasons why the recipient would enjoy being a part of the association.
Those with a previous history were mainly visitors that had once logged into the association’s website but never signed up for a membership. For these, the campaign was meant to persuade the recipients to admit that they were enjoying the community and signing up for the membership would only add to that enjoyment. It also contained a list of perks that the recipients would get to enjoy as part of becoming members.
These rules haven’t only been helpful to one association; membership websites all over the world are applying them and seeing great results. If you want to utilize them to boost your association, the first step is to collect accurate data on your website. Then, segment your audience and send the appropriate message to each group.
The first step is likely the most obvious as you should study the habits of your customers and know their preferences. Do they prefer communicating with your brand on social media, live chats on the website, or through text messaging? You may not be able to invest in all the platforms but it helps to be on the ones that are most commonly used.
Club websites not only attract new members but they offer support around the clock without needing someone to monitor it. With club websites, customers are able to help each other and they can look up issues that are similar to theirs, thereby reducing the workload of customer support.
Do you ever wonder what your association should do differently when it comes to marketing? Some associations offer a potential customer what they’re most likely to buy and that’s one of the reasons for their success. In order to offer your customers the right products, you need to understand first what they’re looking for. Once you know what a majority of customers are interested in, create a personalized campaign that offers them relevant products.
When it comes to new businesses, chances are that they don’t have adequate finances to invest in every form of technology. Therefore, research the tools that would be best for your business and invest in those.
Nonetheless, it’s vital to have an online community and association software. If you implement the ideas discussed above, you’ll give customers a better experience and improve your chances of having more members in the future.
Nearly everyone is searching for a great job or a better one that allows them the time to do what they enjoy. If you can partner with experts or employers in your niche and create a job board, your association will become more appealing. When you keep the postings open to the public and make the applications available only to members, you’ll be driving potential prospects to join your association.
Another way to persuade people to choose your association is to create online courses that are relevant to your industry and award certifications. Improve what a member experiences by having the proper learning materials in different formats, including video and pdf. In addition to that, use membership management software to manage your resources and present it to members based on their interests.
While some members are looking to gain insight from more experienced people in their industry, others are looking to pass on their knowledge. Membership management software can be very helpful for sorting members appropriately and helping them connect efficiently.
When you’re an expert in an industry, you obviously know a great deal about your members and their needs. Use your knowledge to offer them benefits that are specific to their needs. Members likely are more likely to stay and tell others about your offers when they see a return on their investment!
Have your publications continuously failed to garner the results you’ve been looking for? Have you discovered that most of your members are not reading them? If so, this would be a great time to ask for their feedback to know where the problem lies. Perhaps the publications are not enticing enough or there are too many ads. Nonetheless, you will likely receive valuable information that helps you improve.
In general, membership websites and associations are communities of people with particular interests. For example, if you’re interested in tech tools, placing an advertisement about recipes in your publication would be inappropriate. Consider creating a content strategy for your publications that is aligned with your association’s mission so you foster trust and receive positive feedback.
Effective publications aren’t based on guesswork with regard to a members’ interest. Rather, they’re generated from a proper understanding of what a target audience wants. There are numerous tech tools used to track what choices a member makes on membership websites. This data can be extremely helpful for your content plan so use the necessary tools to find out what your members need and create content that satisfies these needs.
Boosting the success of your membership publication is a process that relies on your content strategy. By offering your members the resources they are interested in, you gain their attention and they will likely respond positively which helps you grow. When you use the right tools, you learn your members’ interests more efficiently and improve overall engagement.
If there’s one issue that can diminish a members’ trust in a brand, it is to see that the brand doesn’t care about their opinion. For that reason, you should ask for their feedback throughout the year as it shows members that you value them. When you ask members what changes they’d like to see, they feel like they are a part of your company and it can potentially transform them into long-term supporters.
Customer satisfaction is an integral part of why one organization is more successful than the other. Though the simplest method for understanding a customers’ opinion is to ask for feedback, you may also use analytical software to assess customer satisfaction. Some club websites use star ratings and reviews to find out what members think about different products.
The biggest mistake that companies make when analyzing customer feedback is they choose when they want to listen. Perhaps you give more attention to positive feedback and neglect any negative feedback. Make sure you address all feedback whether it’s positive or negative. Set aside time for going through the comments on your online community and give appropriate answers in a timely manner.
Listening to your online community is crucial as it helps you fully understand the needs of your members. But, listening without taking any action isn’t going to benefit anyone. So, focus on addressing the issues your members raise as they directly affect your success.
When a new member joins your association, that doesn’t mean they automatically want to receive every email you send out. Give them the option to turn off the auto opt-in feature on your membership management software so members choose whether or not they receive any emails.
The fastest way for emails to go straight to the spam folder is when a no-reply address gets used. Such addresses make recipients feel like they have no say in the matter and it typically annoys them since they can’t respond. In contrast, sending a personalized email that allows a recipient to reply makes most of them feel important which encourages them to read and take action.
Research shows that for nearly 35% of email recipients, it is the subject line that determines whether or not the email gets opened. In many instances, a short subject line of no more than 60 characters is what works best. It should also tell the recipient who the email is from and what it is about.
These days, email marketers know that nobody likes to struggle with complex industry jargon so they keep everything simple. Unless your association is very industry-specific, you should apply a casual and simple tone.
Though, humor used in a clever way might help you create a personal touch with your audience. Start with personalizing your emails as that causes most members to read more emails. After that, use membership management software to study the needs of each member and send relevant emails that are full of meaningful content!
A decline in engagement is one of the drawbacks that online communities face when they move from one platform to another. But, this decline can be traced to the confusion among members when administrators fail to explain the reasons for making the transition.
Explain the reasons behind the shift, as well as the goals you have in mind for the future. Also, you need to involve members as much as possible if you want them to fully cooperate. Appoint a few top members as leaders for the shift and let the communication process begin well in advance of the shift.
If your community is based in a social media network, the best option is to allow your members to join the new platform through an opt-in method. This way, you can transfer only those who are loyal to your association. On the other hand, you could just add them automatically if you’re moving from one online community to another.
It’s good to have a deadline as it creates a sense of urgency and encourages members to join the new platform. However, have someone track the old community frequently to ensure everyone knows about the transition.
Shifting the online community of membership websites is a tedious task, but it can be done efficiently. An excellent strategy is to plan ahead of time and keep members informed about the changes by explaining the reasons for the move and how it benefits them in the end.
Maybe you already have a social media account and you’re hoping that customers will use them to connect with your organization. In most cases, that is likely misleading since many people tend to think of social media as a place to hang out. On the other hand, club websites are viewed as platforms for special interests and those that follow you are thought of as a high-quality audience that is willing to invest in the community.
Club websites offer customers a perfect opportunity to connect with your firm and each other. Even if they don’t get a timely response from a representative each time they post a question, they’ll get helpful responses from other members. Your online community also gives members a way to express their opinions, which can lead to increased customer satisfaction and better retention.
Unlike chat tools, email, and other conventional channels of support, club websites don’t need constant attention from a staff member. Customers are in a self-sufficient place where they can help each other. They can also browse for past solutions to problem that are similar to their own. As a result, the reduced need for support means a decrease in expenses.
An online community is a great way to bring those that support you closer together. When you invest in one, you give members a means of creating meaningful bonds with others and to help themselves freely. It may not give returns immediately but it can be one of the best investments you ever make in the long run.
Another company that helps organizations increase conversion rates claims it costs five times more to get a new customer than to keep a current one. Here are more reasons why you should give attention to your existing customers when it comes to marketing.
Marketing improves retention by reminding existing customers that your company still exists and it is ready to offer them the best services. The most effective way to do this is to understand each customer’s needs and market to them in a way that is tailored to their current interests.
If you have a large membership, it might feel like a daunting task to understand each of your members. With good membership management software, you’ll be able to study your customers’ buying habits and know their interests so you’re in a better position to customize your marketing.
Current customers are already familiar with your products or services and they know the level of quality you provide. As long as you maintain that level, it will be easy to convince a current customer to buy more or to try other products. Since those customers have a better understanding, selling to them is not only easier but it’s also less costly as it involves little effort.
In addition to the benefits described above, there’s another valuable benefit of marketing to existing customers. These people will usually do free marketing for you by informing others about the great quality of your products. So, consider marketing to your current customer base more and use membership management software to study what interest them the most!
Whether you’re browsing membership websites or going through your social media news, have you ever noticed what makes you stop and view a post or website? It’s likely an interesting picture that got your attention and caused you to stop. You could apply the same tactic to get your audience interested in your content.
Whenever possible, avoid using stock images and get a photographer to supply you with unique pictures that haven’t been seen anywhere else. If you have to use one of the stock images, stay away from pictures that are overused as they likely won’t capture the reader’s attention.
When a reader looks at your content, they should be able to make a connection with it. A classic example would that of a woman sitting in front of a computer sipping tea for content involving email marketing. However, that is too obvious and ordinary. Instead, choose a picture that would be more relevant for your membership and make sure the setting is unique.
If your website focuses on professional content, it’s better to stick with professional style pictures. While funny pictures are entertaining, what your audience wants and expects from you is all that matters.
According to one research tool, posts that have a picture for every 100 words are shared twice as much on social media than those with no images. Ultimately, the determining factors are attention, relevance to content, and whether or not the picture is aligned with your brand.
- December 1969 (5)