If your B2B SaaS company relies on a membership model to generate revenue you know how important it is to constantly improve membership acquisition to stay ahead of the competition.
If you don’t have a constant focus on optimizing your membership acquisition strategy, you may find that churn outpaces acquisition. Next thing you know, you’re out of business.
Not all members who join will stay members forever. You havealways have to keep an eye on your growth rate & churn rate and adjust your strategy accordingly. Growth is what keeps a business alive.
You probably already know that finding new members is more difficult and expensive than retaining existing members, but that does not diminish its importance.
In this post, we’re going to discuss ways you can acquire new members.
1. Website and Registration
Your website should be the hub of all your sales and marketing efforts. Many businesses make the mistake of ignoring their website because they don’t understand the importance of online presence.
A customer will form an opinion of your business or organization within seconds of visiting your website.
Similarly, the membership registration process on your website should be integrated seamlessly. Clunky forms will deter prospective members from registering.
Fortunately, there are plenty of plugins and tools to make this process completely professional without much intervention from your side.
For example, this is a great option if you have a Weebly site. (It also works for WordPress and Squarespace.) There are plenty of similar tools available as well, so do your research!
2. Social Media
Social media is one of the best ways to create engagement between your business and current members, as well as reach out to new people.
In today’s highly connected world, nearly everyone has a social media account. Your business needs to consider this and create a strategy that gives special attention to social media.
These days, there are certain demographics attached to all the big social networks. You need to figure out where most of your current and potential members will be online.
Social networks to consider include Twitter, Facebook, Instagram and LinkedIn.
Each of these social networks is different, so based on where most of your members are you’ll need a unique strategy that works for the network you’re targeting.
You can also raise awareness about your business by asking existing members to share your website, granting them a discount or perks in return.
3. Effective Email Campaigns
You can reach out via email not only to just existing members, but people who’ve interacted with your business in some way.
So it could be people who’ve signed up for your newsletter, attended your events, etc. These people have shown some level of interest in what your business does, so they’re likely to become members if you reach out to them with the right message.
Many people look down on email as an outdated growth strategy, but it continues to work. Try it and see!
Here are a few pointers:
- Create email campaigns that have something valuable to offer to the people you reach out to.
- Make the email body about them, not you. Think of the problems they might have, and how your business can help them.
- Include a call-to-action! Don’t make them guess what to do next.
By putting their needs and interests first, you’ll ensure an engaging email campaign.
You’re either growing or you’re dying! So never stop experimenting to find new channels and tactics for growth.
One day, something that worked yesterday may not work anymore. Or maybe something that didn’t work will work now.
And of course, new channels will emerge as time goes on. Stay on top of the digital landscape so you don’t get left behind!