At some point in your life, you were probably a member of some type of group or organization. As a child, you might have been a Scout, regularly attended a local church or belonged to a fraternity or sorority in college. As an adult, you may be a member of a professional organization, belong to a certain type of fitness center or even hang out with different Meet Up groups. However you choose to spend your time, chances are you are hanging out with people who share interests that are akin to yours.
In business, some companies are using membership marketing as a way to keep clients engaged and reward them for their loyalty. Here's how you - as a business owner - can take advantage of a membership program.
Build a community around your ideal clients. People like to associate themselves with like-minded people. So if you can create a way for these members to communicate with each other and share ideas, they can nurture the relationship within your organization. Colleague become comrades and friends, and the relationship blooms over time.
Be very specific in your messaging. When you have a group of like-minded individuals, you can tailor your messages to them. Speaking their lingo and understanding their day-to-day triumphs and tribulations demonstrate your compassion and understanding for what they are trying to accomplish. After all, you were most likely in their shoes at some point in time.
Create programs specifically for your tribe. You're also able to create tools and resources to provide on-going education to help them learn and grow. Because you are focused on a particular audience with a specific set of interests and needs, you can take advantage of gaining metrics around where they need the most help. Then you can put more effort into building programs that will help them become more accomplished and successful.
Give reason to gather and celebrate. Bringing your clients together for special events creates a tight bond. Like most associations, tradeshows and conferences are a way to bring the membership together and provide value-added education, inspiration and training. These events eventually become a much anticipated gathering year after year.
Keep door opens for new members to join. As your membership grows, word will get around about your organization. Outsiders will have their interests peaked, and they, too, won't want to be left out. Open your doors to new members on a regular basis to breath new life into your membership.
Vendors and suppliers can be leveraged for strategic partnerships. With a growing community, you bring strong value to the table in terms of your client base. You can create special member perks by partnering with vendors and suppliers who cater to your industry. Whether it is a discount on office supplies, equipment or business travel, you add value to the membership by allowing them to take advantage of special offers from approved vendors.