Attracting new members is challenging in an increasingly competitive marketplace. If marketing has been on the back burner for your organization until now, are a few simple things you can do to start stepping it up:
Start where your current members hang out. In your membership survey, be sure to ask your current members where they get their industry information. If a significant portion of your current members is reading a certain publication or website regularly, it would stand to reason that your prospects are exposed to the same channels. This is a good place to start.
Focus on the top three benefits. In your messaging, talk about only what matters to each target segment. Focus on the top 1 to 3 benefits that would solve their biggest challenges.
Push for word of mouth. Run an event and let each of your current members invite a colleague in the industry for free – or offer discounts to your current members for referring a friend. Establish a presence on social media and publish valuable information that your current members will be likely to share.
Offer an irresistible introductory membership rate. The market is so competitive that prospects can often be reluctant to commit. Offering a good introductory rate minimizes the risks prospects take by trying out your member association.
Highlight the prices of individual products. Comparing member prices with non-member prices is an extremely effective tactic for reinforcing the value of your products and services. For non-members who are attending your events and using your services, this simple practice will remind them of how much money they can save when they become a member.
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