In today’s modern society, more people are turning to the online world for recommendations and products. Without a strong online presence, your company will struggle to attract and maintain memberships.
With so many options available to marketers as to how and where to promote, the world of modern marketing can feel like a minefield if you’re not up to date with the latest trends and methods of communication your members favour.
Although there’s no ‘one size fits all’ approach, there are some tricks of the trade you can utilise to improve your marketing campaigns.
Know your audience
The first step to creating any successful marketing campaign is to have a clear idea of who your target audience is. Yusuf Bhana, digital marketing manager of TranslateMedia, recommends asking yourself the following questions: “Who are your target customers? What are their motivations? How do they like being communicated to? Which newspapers or magazines do they read and which sites do they visit regularly? What channels are they using? What are they talking about?”
Membership management systems such as those offered by https://www.ofec.co.uk/web-and-software-development-services/membership-management-systems.aspx can help streamline this process by offering one simple place to store and manage members’ information and engagement rates.
Keep it consistent
Establishing a consistent tone of voice and visual identity for your brand is essential. Consider colour schemes, font choice, logo treatment, style and placement of images among other visual triggers to make your brand identifiable.
Establish your priorities
With so many options to choose from, prioritising the forms of communication which receive the most engagement from your target audience is vital. According to a recent study by Forrester, marketing expenses are likely to exceed $103bn nationwide by 2019. With these costs, it’s clear to see why trying to be on all networks at all times may be a waste of time and money.
Remember, not everyone is on Facebook or reads magazines regularly. Find out which channels your customers use and focus on those.
Create ‘Evergreen’ content
When creating membership marketing campaigns, take time to create ‘evergreen’ content which can be easily amended for a range of channels. This will save you time and money, as you can continue to use the same campaign for a variety of customers and improve your brand’s consistency.
