My recently posted article on Membership Marketing on Ezine.
How
to Win at Membership-Based Marketing
By
Michelle Rider
In today's economy many large corporations, small
businesses, and even non-profit organizations are struggling with how to win at membership-based marketing.
Over the last several years, a global recession has forced people to tighten
their belts and reduce spending on benefits such as fitness training and
fee-for-membership-based spending. Many
organizations have been left scrambling for new solutions as they watched their
existing membership renewals slip lower than ever before, and new member growth
percentages drop year after year. Although
the economy is moving into a state of revival, many organizations are still not
seeing their membership levels improve to where they need to be.
Those that are thriving are defining new methods of membership
marketing to gain a competitive advantage, as well as refining the practices of
their standard tried-and-true methods. In order to succeed in membership marketing in
today’s market you need to make sure you are reaching your prospects on
multiple levels in the places they spend the most time, which in many cases
means going digital! According to a
recent marketing survey, 97% of consumers are utilizing the internet to
research products and services they are considering purchasing. (http://www.biakelsey.com/company/press-releases/100310-nearly-all-consumers-now-use-online-media-to-shop-locally.asp)
Mobile technology, including SmartPhones, tablets,
notebooks and expanded WIFI access, has given people more options and more
motivation than ever before to stay connected to the products and people they
care about. Companies and organizations in
need of improving their membership marketing have caught on to this trend and
have gone one step further than creating their own social media profiles; they
are creating their own online communities. An online community adds value to the membership
and gives members a sense of belonging, making them more loyal to the brand
overall.
In addition to building online communities,
companies can gain membership by using SmartPhone apps and running promotional
contests and loyalty programs to build awareness and retain current members. For
organizations to succeed at membership marketing, they need to know where their
members are online and be there with them.
If members are connected to Twitter, LinkedIn or Facebook, the
corporations must be there as well. With
a digital strategy and an understanding of the power of a consumer’s reliance
on instant gratification, the marketing possibilities are endless and the
response rate is much quicker than a traditional route.
Traditional marketing methods can still be useful, but
the organizations that are seeing their profit margins rise the most
substantially are incorporating technology to improve on their old stand-bys. Direct response mail, using both print and
e-mail, is still a major player in membership marketing. Having superior member benefits, a clear
message, and a strong call to action still generates results, but the new
tricks of the trade include refined data mining to create targeted lists and utilizing
modern technology to test messages, designs, envelopes and e-mail subject
lines. In addition, a parallel messaging
strategy will score every time. Social
media can now reinforce, and in some cases replace, the message delivered
through traditional media, which will not only ensure the message is delivered
in the platform members are now using, but also reduce the cost of delivering a
triumphant membership marketing strategy over time.
Even after finding the perfect delivery system, it
can still be difficult to get potential members to convert. To turn potential customers into loyal ones, you
will need a strong USP (unique selling position) that clearly expresses to a
prospect why they should become a member. It is best if your USP evokes an emotional
response of some kind. Clear, concise copywriting
that presents problems and offers your membership as the solution will help turn
prospects into members. Be sure to
include a sense of urgency so that people want to sign up instantly, such as a
special limited-time offer if they join by a specific deadline.
Although economic conditions are finally getting a
reprieve, the way people approach spending and saving money has been
permanently and radically altered. The
typical “one size fits all” yearly membership is no longer desirable. Winning
at membership marketing means speaking to your prospects on their level and
finding them where they are seeking the information they need.
Once they get their foot in the door you can win
them over with your first class customer service and amazing membership
benefits!