As observers of membership trends, at Pixl8 we know digital behaviour tends to be different in the summer months as engagement can wane. This summer we expect to see even more variance with such unpredictable months ahead.
Your focus is serving your members well and for this we would recommend a change in approach over these summer months to show empathy and demonstrate your helpfulness to your audiences.
To guide you over the summer months, we’ve come up with 5 top tips, that will help you to best engage with each of your members:
1. Summer reading While there will be limited appetite for reading anything too detailed; top tips, summary guides and testimonials are recommended summer reading. Anything that is practical advice, light/fun reading will definitely keep your members engaged. Whatever topic you choos, remember the importance of images to go with it. Trying to find new inspiring images will also be a good way of catching the readers’ attention.
2. Hear all about it – podcasts and video Even more accessible; the opportunity to listen to popular podcasts and videos. Do think about what you are sharing and focus on your hottest topics and most motivational speakers. Don’t forget any video content needs to be adapted to the channel you are promoting through. Social media leads to shorter, catchy videos where your website or your Youtube channel might be the best places for longer assets.
3. Follow, follow, follow A pleasingly simple request is to promote your social channels and one by one so as not to overwhelm and boost take-up. Cross promote social channels and plug via email. When people are on the move, you can be ever-present. You could also investigate if there are particular Social Media you are not using yet or find out the potentials of the ones where you are present already. In the summer months it’s better to keep contents light and catchy on Social Media too, to be able to cut through the noise.
4. All about you People can be motivated by what interests them and how they are seen by others. Encourage your contacts to review their photos, descriptions and interests ahead of the autumn. Personalisation is a key trend within the industry and this shows the importance of making each member feel special and looked after. Give them a unique experience and they won’t give up on their membership.
5. August nudges Help your members get ready for the autumn season when things tend to pick up. Provide them with your top tips to get started; pull together your top 5 tips to demonstrate how membership benefits can be drawn on to help them, their teams and organisations. This can also be the time to think about your upcoming events, whether they will be fully online or hybrid. Are you geared up for any circumstance? Is there anything you look into at this time to make your job easier and create a smoother experience for your attendees? There are a number of areas you will probably have to focus on to make your digital event a success. Firstly, you want to choose the right, most engaging topic, which can be done also by assessing your audience appropriately. Set your agenda to make sure the titles of each event are catchy and thought provoking and don’t forget to keep your attendees up to date about the whole event. Last but not least, remember to check you have the right platforms in place to host your digital events. You want to make the attendance smooth and successful and good technology is key to achieve this.
At Pixl8, we deliver innovative solutions that drive our clients’ ambitions to improve the membership experience and boost sustainable income. We work with over 200 membership organisations to build integrated websites, bespoke software and more. Find out more about Pixl8
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