Membership-based businesses rely on members to keep them alive and thriving. Members pay a fee to receive access to exclusive content, products, or services. In return, the business provides quality service and value to its members. The longer a member stays with the business, the more value they receive and the more loyal they become. To run a successful membership-based business, you must have a strong understanding of what your members want and need to ensure that you are providing quality service that meets their expectations. Otherwise, your business will not survive.
One of the biggest challenges for membership-based businesses is attracting new members while retaining current ones. Long-term members are vital to the business’s success, as they provide consistent revenue and are more likely to bring in new members through referrals. However, attracting new members can be difficult, especially in a competitive market. Providing value and positive experiences are given, but it’s easier said than done because what one member finds valuable may not be the same for another.
To help you attract new long-term members, here are some tips:
#1 – Understand Your Existing Member Base
The first step in attracting long-term members is understanding your current member base. This means gathering data on their demographics, interests, and usage patterns. With this information, you can tailor your content and services to meet their needs and preferences, ensuring they are satisfied and more likely to stay with your business.
For example, if you find that a significant portion of your members are interested in fitness and nutrition, you can offer more resources and programs related to those topics. If you notice that members use your facility during specific times of the day, you can adjust your hours or staffing to accommodate their schedules.
#2 – Create a Sense of Community
People are more likely to stick with something when they feel like they are part of a community. This is especially true for fitness and wellness businesses, where members often come for social and physical benefits.
To create a sense of community, consider hosting events or classes that encourage members to connect. You could also create online forums or social media groups where members can share tips, ask questions, and offer support.
#3 – Utilise Content Marketing
Content marketing is a powerful tool for membership-based businesses, particularly in the fitness and wellness industry. By producing valuable and informative content, such as blog posts, videos, and social media posts, you can establish yourself as an authority in your field and attract potential members.
When creating content, focus on providing value to your audience. For example, you could create workout plans, healthy recipes, or educational videos about proper form and technique. By consistently producing quality content, you’ll keep your brand top of mind for potential members and demonstrate your commitment to their health and wellness.
#4 – Ensure Your Sales Page Is Accurate
Your sales page is often the first point of contact for potential members, so it must accurately reflect your offerings. Your sales page must include information about your membership options, pricing, and unique features or benefits that set you apart from competitors.
Be honest and transparent about what members can expect from your services, including any limitations or restrictions. Providing clear and accurate information can help prevent misunderstandings and dissatisfied customers down the line.
#5 – Develop Membership Pathways
Membership pathways refer to the different ways potential members can join your organisation. By developing multiple membership pathways, you can cater to different needs and preferences, making it easier for people to become members. It’s like your sales page, but the difference is that membership pathways are more specific.
For example, you might offer a basic membership option that includes access to your resources and community and a premium option that provides additional benefits such as exclusive content or personalised support. You could also offer different payment plans, such as monthly or yearly subscriptions, to make it more affordable and flexible for members.
#6 – Ask New Members to Answer a Survey
Asking new members to answer a survey is a great way to gather feedback and understand their needs and preferences. You can ask questions about their experience joining your organisation, their expectations, and how you can improve your services to meet their needs.
Collecting this feedback allows you to make informed decisions on adapting your membership program to suit your members better. You can also use this information to create targeted marketing campaigns to attract new members that fit the profile of your current members.
Attracting long-term members to your business is essential for its success, so you must exhaust all means possible to achieve this. While it may take some effort, having a strong membership base is worth it, especially since these members can become loyal customers and advocates for your brand. This way, your business can grow sustainably, and you can continue to provide high-quality products and services to your members.
MemberLab provides top-quality services for membership website development. Membership-based businesses are highly specialised niches, so we develop appropriate solutions to ensure your members are satisfied with your services. Fill out our form today to book a free demo!