Chambers are challenged with multiple marketing goals simultaneously. For example, members have to be promoted and engaged, and valuable information should be provided to and about the community. And you’ll want to attract new members.
By increasing traffic to your website, you will
• Reach more people
• Boost your search engine rankings
• Increase sales and revenue
• Increases brand awareness
• Generate leads
Ensure your website is optimized for conversion by including clear and concise messaging, easy-to-use navigation, and strong CTAs (call to actions). You should also ensure that your website’s design is clean and user-friendly, making it easy for visitors to take the desired action.
Additionally, include bold signup forms, effective CTAs placed strategically around your websites, gated content, and persuasive web copy all work together to move visitors from a place of indecisiveness to a place of action – such as joining your chamber or participating in a networking event.
Below are some suggestions to attract engagement.
Freebies
One of the simplest and most effective methods of engagement is to offer an incentive for signing up. Once you create a digital offering, you can use it as a lead source. Giveaways might include an informational product like an ebook or video course. These are very low cost to produce and demonstrate your expertise.
Blogs
Blogs will drive traffic to your chamber’s website. Write about topics related to your audience concerns, industry, community, etc. When appropriate, tie in membership benefits or other highlights about your chamber. Generally these will be informative posts followed by a CTA, like signing up for a luncheon networking event or joining the chamber.
SEO
As a marketer, CEO or staff member who manages the chamber’s social media, it is critical that you understand and track analytics. For best strategies track traffic as it relates to your social media activity – consider the responses to subject matter, use of graphics and photos, etc. Social platforms provide analytics, and Google Analytics, which is free, provides useful information.
Evaluate individual page visits and time spent there. Are your marketing efforts driving traffic as you planned? What kind of interest have you generated? Adjust your messaging to test your audience’s reaction. Be patient, it may take some time to bring your numbers up.
Video
Create short videos and post them on YouTube and other platforms. Emulate your chamber culture, be informative, or perhaps include a member problem or question and address it. Offer a solution and tell people they can find more information on your membership site or at an upcoming event. Tell the story of chamber history or current involvement in the community.
Social media
Be active & consistent on social media. Once you build an active following, work to keep them engaged. Only use the social platforms that your target audience is active on. Provide thoughtful, helpful content, encourage relationships as it relates to your chamber.
Referral programs
Give your members an incentive for helping to grow your organization. Consider giving them a percentage of sales, put them in a raffle for gifts, or give them a free upgrade like a month of banner ads on the chamber website. These strategies won’t be costly for your chamber.
Educational opportunities
Offer free webinars or workshops where you teach something related to local business or development, for example. This is a great strategy to get in front of people interested in the topic but may not necessarily know about the chamber. While the event may be focused on a specific topic and helping participants with their concerns, take the opportunity to inform them about your chamber and the benefits of joining.
Offer a free trial
People value free opportunities. Offer a chance to access your membership site for free for a limited time. This is a great way to illustrate membership benefits because prospective members can actually experience it firsthand. A few chambers offer a free level of membership, this can include inviting newcomers to a networking event without the pressure to join yet.
Best practices to boost engagement and membership is to use a combination of the above methods attract your target market. Test each strategy, review your results and document the analytics for future reference. Use the feedback from your efforts to decide which methods to focus on.
All Media Marketing & Printing offers both virtual and in-person consulting. Give us a call and let’s arrange a meeting.