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.