ways to get new members

1. Linda S. Chreno, CAE, IOM
Association Connector
Marketing General, Incorporated
AUDC 2012 - #AUDC12
February 27, 2012
@lindachreno

2. A lead is a person who has
indicated interest in your
company’s product or service.
Online a lead is traditionally
defined as a person that
completes a landing page.

3. A marketing term used, often
in Internet marketing, to describe
the generation of consumer
interest or inquiry into products or
services of a business.

4. A marketing strategy that
focuses on getting found by
prospects. This is related
to relationship marketing
and Seth Godin's idea
of permission marketing.

5. Offers the promise of improving
targeting by helping members and
potential members interface with
associations or groups most likely
to provide relevant promotional
and informational messages.

6. This form of marketing requires that the
prospective customer has either given explicit
permission to send their promotional message
(like an email or conference program request) or
implicit permission (like querying a search
engine).
This can be either via an online email opt-in
form or by using search engines, which implies a
request for information.

7. Recruitment begins by understanding target
prospects—who, what, where, when, and how
they are reached. This is arguably the most
important component in member prospecting.
Messaging evolves from the Unique Selling
Proposition and an organization’s
indispensability—the one thing it does better
than anybody else—with copy that is benefit,
not feature oriented.

8. Attention
Interest
Desire
Action

9. Successful membership growth depends on
strong renewals but relies on successful
acquisition. The fact is that it’s impossible for an
organization to renew its way to growth, so
membership acquisition must be an ongoing
effort or the organization will shrink.

10. Awareness—recognition of the organization by
the segment or profession it serves.
Member Acquisition uses a variety of messaging
formats and communications channels.
Advertising
Direct mail
Email
Web advertising

11. Price discounts
Limited quantities
Discount coupons
Bonus gifts for acting before a
deadline
Money back guarantee

12. Promote the benefits
List the features - pair with the
Identify your target audience
Reassure member
TALK to your members

13. Testimonials
Endorsements
Comparisons
Reliability
Specific Facts
Repetition

15. Why do you need SEO:
Attract new members
Keep current members
Inform the public about your association
Provide information/data to public
Two Resources:
www.dailyseotip.com
www.searchenginejournal.com

18. Keywords are ways that you are found by your
members, customers, etc.
Best keywords must MATCH your unique value
proposition with the words used by your
members.
All staff should be up-to-date with keywords
being used - include in conference copy, etc.
http://semrush.com
Competitors , Google keywords

19. Search Engine Marketing
1 2 3
Online Behavior Lead Gen Offers Online Media
1. Understand online  FREE Whitepaper  Co-Registration
behavior of association Offers an excerpt of the  Online News & PR
audience segments. latest industry research.  Search Engine Ads
2. Utilize keyword and  Ad Networks
social monitoring tools  FREE Trial Membership  Article Submissions
to identify key topics Offers a 30-Day FREE Trial  Blogs & Forum Posts
and content within Membership.  Social Media Ads
target audience.  Sponsored Links
4
LANDING
PAGE
Recruitment Campaign
5
Client
Web Site

20. Example – Online Lead Generation Campaign
1 Targeted Ad Placement. 2 Data Capture on Microsite.
3 Cultivation e-mail campaign with
additional content offers.

27. continued growth as a
social media platform;
Documented effective
advertising outlet

28. offers the ability to target:
by industry
by job titles
by groups
which allows for finite
slicing and dicing of your
target audience

30. Example: Lead Generation Cultivation Series
2 3 4
1
• Confirmation E-mail. •Additional White • Free Video/Webcast • Free Industry Report
• Link to Download Paper Offer. Offer. Offer.
White Paper. • Why Others Have • Most Popular • Member Testimonial.
• Learn More Link. Joined. Benefits. • Click to Join Link.
• Click to Join Link. • Click to Join Link.
Also be sure to market Conferences,
Seminars and Books to your leads.

31. Process of cultivating leads that are not yet
ready to buy.
Anticipates the needs of the buyer based on
who they are (using profile characteristics like
title, role, industry, etc.) and where they are at
in the buying process.
Nurturing keeps prospects engaged by providing
relevant content (such as white papers or
webinars) that are the best fit for their
situation.

33. I donate to
your
I attend your foundation. What have you
conferences. done for me
Hello, I’m lately?
Jeremy.
ENGAGED to VS. UNENGAGED
I’m much more likely I read your
I buy MEMBERS
become a member or renew
your magazine. MEMBERS
I’m much less likely to
become engaged.
my membership or buy a
books.
product or donate ..
I blog about the
organization.
Follow you on
twitter.

35. www.dropbox.com
www.evernote.com
www.cardmunch.com

36. http://home.snafu.de/tilman/
xenulink.html
Find broken links on your
website – PC ONLY
Online Broken Link Checker
www.brokenlinkcheck.com
www.websitegrader.com

37. http://www.belarc.com/free_download.
html
YOUR COMPUTER?
System Management for the Internet Age.
Knowem.com
YOUR BRAND, PRODUCT, PERSONAL NAME or USERNAME?

38. Hootsuite
"HootSuite is an essential tool for managing
social networks by allowing teams to
efficiently track conversations and
measure campaign results."- Pete
Cashmore, CEO, Mashable Inc.

39. http://www.visualthesaurus
.com/howitworks/

40. Fiverr.com
Create a simple banner ad
Write a customized limerick
Make a tough decision for you
Tweet your message to thousands of followers
Record a voice over in a native British accent
Add music to your video
Create a QR Code
Hilarious and fun!

41. Lifehacker.com
The Lifehacker App Directory Curates the Best
Apps for All Your Gear

42. Trendistic

43. www.tweetreach.com

44. MGI Benchmarking Study – 2011
Marketing Phrase Book
By Gail Hamilton
The Nonprofit Marketing Guide
By Kivi Leroux Miller
8 Google Tools
Jessica Meher
6 Ways to Measure Your Social Media Results
Social Media Examiner

45. Linda S. Chreno, CAE, IOM
Association Connector
MARKETING GENERAL INCORPORATED
1539 Hays Street
San Leandro, CA 94577
510.352.8197
lchreno@marketinggeneral.com
Follow me on Twitter @lindachreno

46. Does the domain name make sense?
Can I tell where I am if I am not on the home
page of your website?
Are there easily found answers to why someone
would come to your site in the first place?
Are you capturing information on the home
page?
Pictures and people attract attention – do you
have them?
Able to contact staff?