We purchase communication guidance from Frank Kenny so Chamber Nation can provide valuable content to our Chamber Nation customers. Here is another important tool for you.
Here is a must do for you. Download the recently released 2018 Membership Marketing Benchmarking Report from Marketing General. It's their 10th annual report with lots of trends, data, and insights about membership organizations. You will find it super valuable. It's 79 pages and free.
You will discover things like...
One recruitment channel that has seen recent growth in reported effectiveness is paid digital marketing. ...digital channel was almost invisible in our research until 2015.
Associations with increases in their one-year membership and five-year membership numbers are significantly more likely to have a higher percentage of millennial members.
In looking back over data from the last ten years, it is significant to note that the 2018 key membership statistics mirror the resiliency that associations have reported over this period, perhaps challenging those who have prophesied the imminent demise of the association membership model.
When it comes to fulfilling new memberships, for 2018, only 44% of associations report sending a mailed welcome kit to onboard new members. This is down from 51% in 2017and significantly down from 83% ten years ago in 2009.
In our 2010 research, only 22% of associations reported offering automatic annual credit card renewals. This payment method has expanded over the years. Automatic annual credit card renewals are especially popular among IMOs, with 45% making this option available.
When asked the engagement opportunities that associations report as increasing over the past year, over half of individual membership associations report increases in participation in the following areas: in their public social media (73%), in a private social network (59%), in their young professional program (54%), and in attendance of their webinars (52%).
Here are the sections:
Content creation takes a lot of time and energy in trying to find things that appeal to your audience. But a lot of the challenge is in thinking about what to post. If you know your audience well, it becomes infinitely easier to create and curate content they’ll enjoy.
The Three Rules of Good Content
Before covering items from your daily life that would make good business content, remember that all good content keeps in mind the three rules. The highest shared content does at least one of these three things. It:
If you can do these things for your target audience, they are more likely to share your posts.
Finding Content in Your Daily LifeWhy is finding content in your daily life important? Because it keeps you from having to dig around and spend a lot of time creating what isn’t natural for you. The kind of content in the following suggestions are things you’re already doing and you can naturally capture those things in words, images, or videos to help make stronger connections with your audience.
Best of all, because they’re things you’re already doing or experiencing, they’re super easy and don’t require elaborate sets or set up.
The key to all of these pieces of content is creating something people can identify with and will want to be a part of. All of these ideas invite people in to your world, and thus, help them to better decide that they want to be a part of what you’re doing.
Ideas for Content in Things You’re Already DoingMost of these can easily become word posts, image memes, images, video, or even Live events. Vary the format and use the one your audience responds to most. Test out the formats and see which type gets the most shares.
Think about how you spend your day. You’re performing these tasks and visiting these places and people anyway. Take your audience along for the ride. Not only is it an easy form of content but you’ll likely make some loyal customers that way too.
When they see who you are, they can make an educated decision about doing business with you. After all, people do business with those they know, like, and trust and these ideas will help you establish that.
Why is the H1 Tag so Important?
The H1 tag is the most important heading because it’s the highest level tag that shows what your specific page is about. Search engines generally give this tag more weight over other headings, so it usually improves your search engine ranking when you use it correctly and in conjunction with other onsite SEO techniques.
Adding a H1 tag into your Weebly website is very easy (video below).
One of the most common mistakes businesses make is wanting to be all things to all customers. Just as in life and friendships, you will never be everyone’s “cup of tea.”
That’s okay. It’s more than okay.
Understanding this and attracting your ideal customer is the one way to build loyalty among your clients and provide them with the services and products they need. In personalizing your sales approach you will gain more, not less. Here’s how you can go about doing that:
1. Decide who your ideal customer is. There is a group (or maybe several groups) that you can help better than any other business. Who are they? Identify them, flesh out details about their demographics including:
3. Analyze what they want? Now that you know what they’re struggling with figure out what they want; what they wish they had even if it’s not in the budget right now. Focus on how you can help them get there. Several banks have used this approach selling the question of what dream can they help you achieve today.
4. Design marketing campaigns based around the second and third step in this list. Target individual demographics separately. Don’t try to use an all-encompassing solution for the different groups who buy from you. For instance, market to Millennials differently than you do retirees. They have different concerns. Designing your marketing strategy around these groups involves more than just your message. It also affects where and how you’re delivering it. For Millennials, you might turn to Instagram or YouTube. For the older generation, it might be Facebook and direct mail. You need to assess where your clients are so you can implement a strategy to reach them.
5. Create content that appeals to each group. Yes, your marketing message is content but this step takes it a bit further. Create ebooks or infographics with information that will help your ideal customer. Do video or host events. Understand the group you want to reach and then create content and experiences to reach them best. Ever notice a lot of end-of-life providers host free lunch and learns? That’s because they’re a popular way to reach that demographic.
6. Create a clear and “doable” call to action (CTA). At the end (and even midway, as appropriate) of all of your helpful content, you’ll want a clear and actionable CTA. The call to action must be the next step in what they’re looking for. For instance, if you’re selling something with a long sales cycle, you don’t want to add a buy-now button to your About Page on your website. About Pages are something most people visit when they want to learn more about you, not at a late stage in the sales cycle. On the other hand, a call to action to learn more about you on an infographic that walks people through the financing process of your product or service is not a good fit either because by that point most people are ready to consider signing with you. They likely already know about you.
7. Find a way to delight them. Remember when you were figuring out what your ideal customer wanted and needed? Now you want to use that information to make an impression. By this point, you’ve already attracted them with your targeted marketing. They’re already looking into what you have to offer. They’ve scanned your valuable, personalized materials and content. Now, use what you know about them to make an impression. This could be through a targeted email marketing drip campaign or promotional materials that are tied to their wants and needs. But at this stage, you want to kick up your marketing and do something no one else is doing. Maybe that’s a handwritten note or a pop-up event. Use what you know about your ideal customer to surprise and delight them.
8. Always follow-up. Most salespeople know to follow up but incessant calls from your sales team can get old. You need a way to stay in touch with your ideal customer as they consider doing business with you. You also want to stay in contact with those who have purchased and may purchase again. You can do this through a newsletter or other means of occasional contact. Get their email address. Being connected on social media is not enough. They could opt out of those platforms at any time but for someone to give up email that would be nearly impossible. Getting someone’s email is like getting their home address. It could change but not as often.
Get to work at attracting your ideal customer. They’ll remain more loyal to you and you’ll be more able to solve their problems and suit their needs. You’ll have fewer customer service issues because they are a good fit for your business. Stop trying to appeal to everyone and speak to those you are best suited to help.
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