Keeping momentum with creative digital strategies that engage, retain and secure your membership audience is crucial. Your member audience deserves a tailored experience that is supported by external communications that communicate the value in being your member along their relationship with your organisation. Doing this well, means developing digital strategies that entice at the prospecting stage and continue to drive high-levels of engagement with intuitiv automation that delivers exceptional user experience and streamlines your processes.
Keeping these strategies and tactics energised can be a hard task and requires a deep-level understanding of your membership demographic and their behaviour at every stage of their relationship with your organisation.
Over the last decade, we have worked with leading organisations in the Membership space helping them to deploy various creative strategies to optimise and improve membership conversions, re-engage passive web users and boost fatigued digital strategies. Our ability to work with membership organisations as an extension of their marketing team, with knowledge and insight into the Membership sector, enables us to push digital boundaries like no other, and is one of the reasons that many of our clients have worked with us for so long.
Here are just some of the creative digital strategies that we have implemented for some of the leading Membership bodies’ to keep their users on their toes at every stage in the subscription process and beyond.
Intuitive Personalisation
Carefully considered user-flows are key to delivering personalised and relevant content to your membership. Understanding user behaviour when formulating strategies around attracting and retaining membership improves the user’s experience whilst providing you with a deeper understanding of how your subscription positively impacts members and whether they are getting what they signed up for at each stage of the subscription process. User-flow analysis will help to identify whether there are too many obstacles for your users to obtain the promised benefits, and tell you how streamlined your processes are. This level of understanding and personalisation is important at critical times in your member’s journey when they need as much help and advice as possible.
Learnings taken from user-flow and demographic analysis whilst working with clients to gain more lead conversions, have resulted in digital solutions such as localised microsites to better target prospective members by delivering personalised content according to geographical location. We took this solution a step further with an innovative custom exemptions calculator that helped users to understand which offering better suited them according to key data.
Customising your Benefits
Establishing key benefits to sell your subscription offer and entice prospective users into wanting to learn more will enable you to communicate this value at the attraction stage whilst nurturing your existing members for retention. Digital strategies that drive engagement at critical stages in the user’s journey are key to meeting the requirements that your users have at every stage in your subscription process. Providing previews into restricted content which are only fully accessible after sign-up are great tactics for prospective non-members. Giving existing members unlimited access within their profile to access the content they want enables customisation and control with your existing membership base , whilst non-members are enticed to sign up through the presentation of ‘teaser’ gateway content of which they can only view a small section, and unlock the rest upon sign-up.
Self-Serviced Content
Once your members have joined, giving them the tools to use your membership services is of mutual benefit – saving your team time whilst delivering value to your members. Personalised dashboards and ‘self service’ content are solutions that empower members with the ability to use the information and insights they need whilst minimising the administrative work for the internal team. Solutions that take this strategy a step further include data visualisation dashboards based on the user’s preferred individual metrics, the ability to book events and easily renew their membership, and join or create discussion forums for members.
These digital solutions will boost your subscription processes by putting your user’s at the core of your strategy and giving you tools that will save you and your team time and resources.
If any of these digital marketing strategies seem a good fit for your membership organisation, meet Paul and Emma from Grandad Digital at the forthcoming Digital Excellence conference on 26th May on Stand B8.
In the lead up to the Digital Excellence conference, Grandad Digital are offering Memberwise members, free website health checks. When you’re involved in the day-to-day maintenance of your site (on top of everything else your job requires) it can be difficult to find the time to investigate or to look objectively at the areas of your site that might be underperforming.
At Grandad, we are specialists in analysing the performance of websites and have a wealth of experience across the membership space – we know the good, the bad and the ugly and what to prescribe in order to get your digital communications back to full health.
Book in for a no obligation chat here.
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