So what makes a membership program great? How do you offer a quality membership site that produces maximum engagement from your members?
The content and advice out there is overwhelming. There are so many “experts” that offer their ideas on what makes one membership platform more successful than another.
Here are 4 basic elements we try to focus on and implement when designing and launching a program with our clients:
1. The Members
There is no doubt that one of the greatest values of a membership program is the other members. Of course!
Without a database of interactive, engaged members, you really don’t have a valuable membership program. Period. To build that membership base FAST, it is so important to properly gage interest and offer HUGE incentives early on.
Be ready with a solid, clear explanation on what beliefs ad value members will be able to share. Concentrating on building these commonalities will allow for the camaraderie to take off on its own. Make sure your main priority is always to build on that momentum but don’t forget to also keep tuned-in with the discussions and the membership churn rate.
“Leadership – mobilization toward a common goal.”
2. The Digital Layout
There are few things as irritating as a site that is unnecessarily complicated to navigate.
Everyone is busy and keeping things simple and content accessible is a key factor in pleasing your members from the gate. Keep names, headings and titles straightforward. People should never wonder what the material they are about to learn is going to be about or have to search for days to find what they need.
That doesn’t mean you should have a monotonous delivery. Quite the opposite – you should captivate your audience using a variety of different tools and concepts. Don’t be afraid to experiment with several methods of presenting your material. There are plenty of choices. We will cover this more in our next blog.
3. The Benefits and Value
You must have something people want… seems obvious, but it’s true.
You need to have beneficial, worthwhile content to share. This will also go a long way in building loyalty and increasing the synergy of the group.
The Pareto Principle states that 80% of your business will come from 20% of your clients. If the value is high, they will keep coming back to your site for more and they will stay engaged. From the beginning, be as transparent as possible in what and how they will learn and the raw benefits achieved from your program.
4. The Membership Community
Although there is power in numbers, the quality of your members can also play a major role. Quantity must also equal quality.
If you start out with a small program, be cognizant of the members that you’re enrolling. Be sure that they are of a high caliber, commitment, and have the best of intentions.
This article from Entrepreneur walks you through the various membership metrics to keep tabs on. The more members you have, the less interaction is needed from each member. The higher the quality of that interaction, the more members will want to participate and contribute.
“Communication leads to community, that is, to understanding, intimacy and mutual valuing.”
So, there you have it… find interested people, create a beautiful platform, deliver great content, and build an active community. Easy, right?
Well, if not, get in touch and we’ll be happy to discuss a strategy and implementation plan.