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Diversify Your Marketing to Grow Membership

25 March, 2022

You diversify your investment portfolio, so why not do the same with your marketing? As a membership-based organization, you’re likely working with individuals from all walks of life while offering a diverse range of services and products. When it comes to promoting these services, organizations need to think beyond their typical marketing mix. Why? A diverse marketing strategy helps meet members on their path, deepen loyalty, and gain actionable data.

To achieve this, you’ll need to understand your business goals, who you’re marketing to, and how your products or services bring value back to your members. Here’s how you can diversify your marketing efforts to attract new members and build strong relationships with existing customers.

Ramp up your email marketing

Email marketing is one of the best ways to build relationships with members and partners. There are 4 billion daily email users, and 99% of them check their inbox every day – sometimes up to 20 times a day. Any contact who subscribes to your mailing list already has some sort of interest in your organization. Even if they don’t open your emails, they’re still seeing your business name and remembering you’re available when they need it. With data management tools, you can categorize your contacts and send them tailored content based on their interests. The more they see content relevant to their needs, the more likely they will continue to engage with you.  

Own content on your website

Members think of your organization as an expert in the field – it’s one of the reasons why they choose to work with you. To further establish your credibility within the industry, consider consistently housing original content on your website. Blog posts, product pages, and online resources can help boost your social content and improve your Google search ranking over time, making it easier for potential members to find you when they start hunting on search engines. 

Mix up your advertising

Social media ads can be great in a pinch, but if they aren’t paired with search and display ads – or even more traditional forms of advertising – your brand is missing out on more purposeful exposure. Each type of paid advertising offers advantages and interacts with people at different stages of their consumer journey. 

Over-the-top (OTT) ads, or streaming TV ads, tap into the 74% of households in the US that own a connected TV and can effectively reach millennial and gen x consumers (especially when paired with Facebook and Instagram ads). Gen z individuals, on the other hand, favor short-form content through platforms like TikTok and Snapchat. Advertising through those channels, while also creating tailored content for those specific platforms, can help your brand stand out to younger folks. More traditional routes of advertising, like billboards, newspapers, radio, and broadcast television, are still an essential piece of your advertising strategy, as they can help you reach older generations more efficiently. 

Building a diverse marketing strategy is just one of the ways we can help you grow your membership. Our experienced team of marketing professionals pairs data with creativity to help make your brand stand out among your competitors. Want to learn more? Contact us or give us a call at (855) 946-2773 today!

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