Every membership site owner wants their members to love them. I’m sure you do too – you want members who feel so happy and valued that they sing your praises far and wide; they recommend you to all their friends; they share your latest product on their social media accounts, or blog about how valuable your services are. They’re so into your business that they’re practically doing your marketing for you!
Sounds like a dream come true, doesn’t it?
Well, you can make this happen for your membership website too. All you need to do is make sure that your marketing strategy includes steps to help nudge your members from simply being customers into becoming raving fans.
What does this have to do with marketing?
I’m sure you know that it’s much cheaper (both in terms of money and time) to retain an existing customer than it is to attract a new one. That’s why you need to make sure that you’re taking exquisite care of your existing members. The happier your members are, the more likely they are to both stick around for longer, and recommend you to others.
The easiest and most efficient way to do this is to include it as part of your marketing strategy. Like with everything in business, having an effective system is crucial. It may sound a little mercenary to systemise the personal interactions you have with your members, but it will ensure that nothing falls through the cracks and gets forgotten about. As we discussed in a previous post, a great onboarding system is the first step in achieving member satisfaction, but where do you go from there?
Here are five ways you can turn your members into fans:
Provide excellent customer service
This should go without saying, really, but it really does make a huge difference. Responding to queries quickly and efficiently, having a clear refund policy, delivering on your promises, and acting quickly to fix any mistakes will stand you in very good stead. It’s worth doing a quick Google search for best practice customer service policies and examples, to see how you can improve what you already have in place. There’s no need to reinvent the wheel, here, but being kind, polite, and fast is a great place to start.
Ask for feedback (and listen to it)
Are you actually giving your members what they want and/or need? We recommend doing periodic surveys (once every 6-12 months is fine) to check in with your members and see if you’re all still on the same page. If the majority of people have the same praise or criticism, then you can act on it. You’re looking more for general trends, rather than specific responses (although you might find some wonderful quotes you can use as testimonials). Survey Monkey or Google Forms are both fantastic free tools with which you can create and send out surveys, and it’s worth offering a reward or prize to encourage members to actually complete the survey.
Be available and approachable
Make yourself available to your members. Whether it’s to answer questions or just offer some encouragement or feedback, your members want to know you’re there to guide them. Check-in frequently in any forums you have, or consider holding ‘office hours’ where your members can speak to you directly. In this vein, providing clear contact information on your site is a must, even if it’s just an email address.
Make contact regularly
Reaching out to your members individually is a very simple way to foster goodwill. Why not send a personal email to your members on their birthday with a discount code for your shop? Or check in with them after three months of membership to see how they’re getting on with the content. Automated tools such as Mailchimp or ConvertKit can help with this. Don’t forget to showcase your members on social media as well – tell their stories (with permission), celebrate their successes, and make them feel good.
Surprise and delight your members
The most important element of this whole process is to go above and beyond wherever possible. Look for new ways to surprise and delight your members. It’s the little things that matter, but the lovelier and more unexpected they are the better – a handwritten note of gratitude delivered in the mail, an email to wish them happy birthday, even remembering the name of their cat when you come across them in the forum. Personal care and attention will go a long way to earning the loyalty of your members.