If your member marketing is not woking there is a problem with one or more of these things:
- The channel – the method used to get the message to members and potential members. This includes emails, social media, direct mail and more. It also includes frequency. Are members seeing the message and are they seeing it enough to remember and act on it?
- The story – the narrative we lay out to attract members to read more, draw them in by finding affinity and finally showing them the solutions they really need to solve their current problems.
- The product – is the thing you are trying to market. It can be membership, the conference, a guide, a research report, a chapter meeting or a call for volunteers.
Most times we assume the channel is the problem but most times it isn’t. Most times the problem with our marketing is in the story and/or the product. One or both are not connecting with members. Start here first.