The Aptify Blog
The Aptify Blog is an honest and informative collection of articles to help association executives solve their most pressing issues.
The key to membership retention? Attaining members in the first place! While it’s obvious, it’s not nearly as easy as it sounds. First impressions are notoriously important. When you meet somebody face to face, you can read their body language, answer questions, and give them a custom sales pitch. Online, you really don’t have any of those options. That’s the challenge with membership signups, and also the opportunity.
New members are the lifeblood of associations, and you’ve likely worked your fingers to the bones to attain them. You probably have a list of tactics and costs associated with attracting new members, but what have you done specifically to retain them? Association member retention, however, usually isn’t discussed as frequently as new membership, but it should be!
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The internet makes it incredibly easy to learn new skills and to expand our knowledge in whatever area that interests us. Sites such as SkillShare, Udemy, and Craftsy are proving to be valuable sites that allow people to be lifelong learners. From learning how to be a stronger writer, to teaching yourself how to knit, to even finding out how to make the perfect thin-crust pizza, and then learning the best angles to take a food picture to share on Instagram (yes, such a class exists!), the options are limitless.
Member engagement should always be at the forefront of all member-based organizations' minds. However, it can be stressful always having to find compelling ways to do just that. And if it’s something that you and your association marketing staff are struggling with, then don’t feel down about it, because it’s a challenge that everyone faces!
Ok. So I’m not going to weigh you down with a heavy tutorial on how to use video for your next product launch. That’s just stressful. Let’s leave that to the video pros for the moment. I do want to show you some of the behind the scenes videos I took on my iPhone 7 Plus as we shot our new product video. And, in true inbound marketing fashion, I’m delivering this content to you in a blog article that allows me to share content and maybe make you laugh.
Thanks to modern marketing, my personal inbox has been filling up with pleas from a host of organizations wanting me to join. (I suspect that one-time donation back in November put me on a list that has triggered an open invitation to my Gmail, but that’s another story.) Some of these emails have even worked, and I’ve joined a few groups in recent months. What I’ve learned is that the groups I’ve become most engaged with are those that not only got me to read their email and join, but who involved me after I hit the “Join Now” button.