To articulate your value proposition to current and potential members, you must create a membership marketing strategy to spread the word. Targeted marketing for your association can help you reach and connect with new members, as well as better engage existing ones. Unfortunately, there are some Internet marketers who have popularized the notion that you can't tell someone about your product until they've gone through a super complicated 24-part sales funnel. Whatever approach you think is right, the general idea is that you have these people at a point where you know (100%, without a doubt, safer than sure) that they are interested to some degree.
It's definitely a good idea, but it shouldn't be what you do 100% of the time. So why are you making them wait 7 or 14 days to do it? Membership marketing requires your customers to be actively involved and engaged, so that they can contribute their knowledge. This form of marketing focuses on a community and a conversation, and not just the product or service. Membership campaigns help market to people who want to promote themselves.
Memberships offer a predictable conversion rate, making it an ideal marketing strategy for increasing sales Before you begin membership marketing, make sure you have a clear definition of your membership package for customers. Let's talk about what that means, from the basic benefits of having a strategy in place to the specific elements you need to include to optimize your marketing over time. At some point, when you're executing your marketing strategy, you'll likely need to make adjustments as you go. However, rather than retaining your current members, you should try to involve them in the membership marketing process.
For membership programs with members-only content or experiences, the research team sees a related opportunity in selling massive memberships to institutions such as schools, universities, and other large organizations. You don't need to have a big launch of your membership site to confirm that you're on the right track. In this chapter, we'll talk to you about the importance of the marketing calendar, as well as how you can use it to help you stay on top of your marketing tasks. In these cases, a marketing consultant could help you set up many of the items listed in the “lowest lift” section above, and could participate periodically for the limited-time campaigns described in the “medium lift” section.
A price increase promotion works best if you are already planning to increase the price of your membership. It's worth reviewing the ideation process itself, making sure your idea can survive in “the real world”, before you even start looking for marketing programs specific to your membership site. In the meantime, your marketing plan outlines exactly what steps you'll take to achieve these goals, including specific timelines and benchmarks to improve tracking. Therefore, providing variety in membership price will help you acquire that lead and increase sales.
There are many different schools of thought when it comes to using free content to give potential customers a “sample of their paid membership. You must develop evergreen (ish) membership collateral and collateral and place it on all assets you own that can be automated or that do not require regular updates.
