Given the ongoing cost-of-living crisis in the UK, businesses, including membership organisations, must be more careful with their budgets.
The current climate is understandably making it difficult for organisations to attract and retain members. Most of us are cutting costs where we can, and things like non-compulsory membership subscriptions, or perceived ‘nice to haves’ like attending a gala dinner or engaging in additional training are often the first to go. So, how do you justify your membership is really worth the spend?
Unleash the power of Data and Analytics
Analyse your website analytics to your advantage. Which content generates the most traffic, social shares, or dwell time? Do you have insight into your members’ behaviours and preferences? Do you understand what activity is driving visitors to your site?
By leveraging data, you can identify what works and what doesn’t, informing future content production and adjusting your strategy accordingly. The 80/20 principle suggests that 80% of results come from 20% of activity, and data and analytics help you identify where to invest and where to reduce spending.
Relevant content = increased member value.
Make Your Content Work for You
To attract new leads, give non-members access to some of your members-only content in exchange for signing up. Avoid hiding or locking away your best content in static PDFs that are hard to access!
Make it easy for members to share content with their networks; ensure social sharing buttons are easy to find and configured to include a title and header image – this will help drive more traffic to your site too.
By making content easily accessible to members and using it strategically to attract new members, you will maximise the returns on the time invested in creating it.
Add Value to Your Membership Offer
Enhancing your offering with additional benefits doesn’t have to be expensive! Offering tailored discounts or special rates on third-party products and services that align with your members’ needs can boost member value and generate extra revenue.
Read the full blog on the Cantarus website: https://www.cantarus.com/articles/maximising-your-membership/
Cantarus is a multi-award-winning full-service digital agency specialising in delivering websites & with deep expertise and an outstanding client portfolio in the membership sector.
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