1 5 Website Strategies That Work To Increase Membership Acquisition & Retention Pamela Herrmann, Founder The Paragon Effect Creating Customers For Life
3 How Can You Use Your Website For Membership Acquisition & Retention and Increase Donations?
4 Why does this matter? Revitalizing a downtown area is great, but if you aren t bringing in traffic, it s all for naught Your website can provide the vital event calendar and local biz highlights that consumers are looking for. You are what Google says you are.
6 Do You Know? Who s coming to your website? Why are they coming to your website? What do they want to learn? What specific action do you want them to take? How to continue the conversation with them?
7 Your Website Visitors Tourists & Visitors Local Business Members Stakeholders Donors Residents in your community People relocating
8 What Are They Looking For? What s going on in your community Who you are What you do Why you do it How you do it If they partnered with you, what they can expect Resources
9 Strategy #1 The 10 & 2 Rule
10 1. Tell them your story 2. Tell them what to do next
19 If you Googled your community now, what would you find?
20 Google Wants To Know That You re Relevant How long are people staying on your page? If they are overwhelmed, confused or frustrated they won t stay long. Google will think you re not a good match for that search query and will push you down in the search results.
21 How Do We Tell The Story? Imagery is the most effective way Think micro & macro Lamp post Landscape People Be irresistable!
22 Model This!
23 Model This!
24 Model This!
25 The Results Your website visitors understand and are drawn to you magnetically Remember: A confused mind says No!
26 Strategy #2 Capture
28 Why marketing is the highest converting form of marketing You have a highly targeted audience You can easily segment the list into specific interests and pinpoint your message It s a way for your to stay on their radar
29 The Benefit To Your Program: You are now able to have specific conversations based on your audiences interests If you have a paid membership you can make this a value-add to prospective businesses You stay relevant, they are grateful for making their lives easier
30 Tell them about Upcoming events Provide resources to members Inspire donors to open their wallets Show evidence of your work
31 Strategy #3 Tell Them What To Do
32 If you rely on donations, tell them Why their support is important How they can help How does their contribution effect change Hit the emotional chords
34 Keep It Clean!
36 Strategy #4 Key Elements You Must Have On The Home Page
37 Small header with your logo & brief benefit Image slider that tells the story Segment your content & put in the menu Lead capture for marketing Donate Now button Calendar of Events A map Phone/ Social Media buttons
40 Honorable Mention
48 Strategy #5 Implement For FREE
51 Sample Script Hi Mark, my name is Pamela Herrmann and I am the Program Director of the Castle Pines Main Street Program just south of Denver. I have a challenge and I m hoping you can help me. Is now a good time to chat?
52 Does your department ever bring in real time case studies for your students to apply what you re teaching them? [Tell them a bit about your program what you do, how it s funded -- and that you need help with your website copy].
53 I think would be a great way for your students to demonstrate aptitude in persuasive copywriting for our website, and in return we ll provide for them a recommendation on Linkedin and they can reference their work with us on their resume.
54 So Now You Know! How to put your website to work for you & your community How to create an exceptional user experience that is easy to navigate How to identify and ask for what you need in terms of donations How to build a valuable marketing list How to get it all done for you for FREE
55 Your next step Fill out the card so that you can get the resources you need to put this into action
56 Thank you! Please complete the session evaluation on the conference app before you leave the room.