First and foremost, happy new year! If you were around last year then you’ve probably already read up on our trends for web design and digital marketing. However, another big topic we enjoy talking about is the growth and the development of membership organisations, particularly online. Stereotypically, membership organisations have been behind the times when it comes to growing on the web. But now it’s 2017 and we believe the world wide web is going to bring membership organisations a wealth of opportunities.
Building brand awareness is the backbone to any digital marketing plan. This is because getting your brand name out there is the key objective when it comes to marketing your business online. So why should it be any different for membership organisations? It’s a known fact that majority of membership organisations struggle when it comes to digital and thinking more like brands. So the question is how can membership organisations build brand awareness successfully just like other businesses do?
A few weeks ago we spoke about why membership organisations need to think more like brands in order to survive. However, upon some reflection, we realised that they don’t need to just think like brands they need to be just as relevant as them too. Think about it. Why do people love brands so much? Usually, because they’re relevant to them. So that’s exactly what membership organisations need to do to, they need to stay relevant. But how exactly can they do that? Well, we’ll show you in three easy steps how membership organisations can stay relevant.
We know that every membership organisation is different however there is one thing that they all have in common; they think too much like membership organisations. Unfortunately, potential members don’t want to be a part of any old membership organisation anymore, so if you continue to think like one you’ll get next to no results. This is why you and your organisation have to grow and adapt to the forever changing member. You need to immerse them in something bigger than a membership organisation, you need to immerse them in a household name, you need to become a brand.
Majority of membership organisations are always on the look out to improve their membership experience and engagement rates. In fact, 75% of membership organisations stated that they wanted to improve membership engagement rates this year. One sure way to do this is to tidy up your online membership experience and UX (user experience). By doing this you are simplifying the user journey and eventually shortening the path to more membership interactions and engagement. But how exactly do you do this?
It’s no surprise that membership organisations make most of their money through membership sign-ups. However another sure way, that is perhaps even easier than recruiting new members, is to optimise your membership renewal process. They were already members once. So as long as you are providing an engaging membership experience and have an easy, user-friendly renewals process then they have no reason not to become members again. Creating an optimised membership renewals process can be challenging but that’s why we’ve put together this quick-to-read and easy-to-follow article.