How inbound marketing strategy works for membership organisations
Inbound marketing strategy, like many other marketing methods, goes beyond B2B, B2C, and nonprofit marketing. Inbound marketing also isn’t about just closing sales, it’s about identifying your target market and building trust with those in it.
The principles and tactics of inbound marketing strategy apply whether you are a business trying to acquire customers or a membership organisation trying to acquire new members and engage your current members.
The first main principle of inbound marketing for your membership organisation is that all of the components of your inbound marketing strategy need to be about your members (and potential members). Unlike traditional marketing, inbound marketing strategy is not all about you. It is a little bit about you, but your membership organisation needs to publish content and engage with your prospects on their terms. This means talking to your prospects about what makes them tick, and through the communication channels they prefer to use. All this helps to establish your organisation as a trusted authority. Building a relationship as a trusted authority is how you gain the credibility to inspire prospects to act later on.
In this day and age, it is very easy for people to screen cold calls, throw out snail mail, and ignore spam emails that don’t stand out in their inboxes. Furthermore, the old strategies of sending out high-gloss reports or buying time for on-air ads don’t return the same number of prospects as inbound marketing.
If you want to recruit new members for your membership organisation, and keep them active and inspired, your membership organisation needs to align its marketing strategies to the inbound marketing methodology.
The second main principle of inbound marketing strategy is using your membership organisation’s content to gently lead prospects through each phase of the inbound marketing methodology. For every piece of content that your organisation publishes, you should ensure that it targets your membership marketing personas, which phase they are currently in, and where you want them to go next.
, evaluation or trial works nicely to start the dialogue and to begin to fully qualify your most interested leads.