How a 5-Step Marketing Funnel will Bring in More Members

Terry Ibele 05 April 2016 0 comments

marketing funnelNo, this isn’t the latest dance move (if you know a 5-step dance move that will attract more members, I’m all ears!). 

This is a 5-step marketing funnel—a process that captures someone's email address from an offer on an online sign-up page, and then through a sequence of automated emails, entices them to become a member of your organization.

Note: In order to create your own marketing funnel, you’ll need email marketing software that can automate emails from a sign-up page, such as MailChimp.

If you’re thinking, “How can emails convert new members?” then you've come to the right place. Let’s go through the steps 1 by 1:

  1. Awareness
  2. Capture
  3. Nurture
  4. Convert
  5. Partner

Awareness

The first step is to be where your target market is. On the internet, the easiest way to get in front of your target market is through paid ads - Facebook, Google, etc.

Your main goal at this stage is EYEBALLS. You just want people to see your offer. That’s it.

Remember, cutting through all the clutter on the internet is super tough. The person you want to reach (someone in your target market) is probably eating a piece of toast in their kitchen, texting their friend on their phone, scrolling through Pinterest on their tablet, browsing their email at their computer, reading the newspaper, and petting their cat, ALL AT THE SAME TIME!

So what can you do to really capture their interest?

Give them stories! Talk to your current members and find out what they love to talk about. You'll quickly discover engaging stories that might delight, excite, and thrill your new prospects. 

For example, if you're a Writing Association looking for younger members, you might know a story of a young author who was recently published. Your ad could then say "Learn how this aspiring author got published in 20 days". That is a story every aspiring author will want to hear.

Capture

Next, you want to capture those eyeballs with an offer they can’t resist. But there's a catch. In order to get your offer, they must give you their email.

So what kinds of offers can you ask for an email in return for?

  • Give away a free resource such as a guide or ebook.
  • Give them a discount on membership or to an event
  • Invite them for free to your next event
  • Connect them with a mentor
  • The list goes on and on

The point here is to exchange value for value. People don’t naturally want to give their email address to you.

Imagine someone walked up to you and said, "Give me your email!"

Exactly.

But, if they walked up and said, "Hey there, I have this super awesome ebook about that topic you want to know more about, can I send it to your email?" 

I bet in this case, you'd be much more likely to give your email.

Nurture

This is where all your marketing skills really come into play.

Write up a number of emails in a sequence (4-5) that talk about the benefits of becoming a member of your organization.

Once someone enters their email in your sign-up form, it will kick start your email sequence. Now that person will begin receiving your emails over the next few days or weeks. This is called a Drip Campaign.

The trick here is to ease them into thinking about becoming a member over multiple emails. Don’t simply say, “BECOME A MEMBER NOW” within the first email. No one likes to be yelled at from their computer.

  • Do you have a recurring weekly event you can invite them to?
  • Do yo have some extra resources they may be interested in?
  • Are there extra perks to becoming a member?
  • Do you have some great member stories to share?

These are all great things to talk about in your emails. Each email should only be focused on ONE THING at a time.

Here's what an example email sequence looks like:

Email 1: Welcome message + access to the offer they wanted
Email 2-4: Messaging about what it means to be a member and the value of becoming a member 
Email 5: A call to action to become a member

Make each message as personalized as possible. Tell stories that might engage their interests. Allure them slowly with why they should become a member.

Convert

If you’ve done a good job alluring your nurtured leads, your prospects won't need more convincing to join your organization.

In the final email of your sequence, recap the best reasons why becoming a member makes sense (a good way is to talk about how much value they will receive), and then have a call to action to become a member. The call to action can be a link to a landing page with a registration form.

Partner

The last thing you want to do is add a SHARE page after someone becomes a member. The best form of advertising is word of mouth, so why not help enable that? A share page with links to social media is the easiest way to facilitate this.

Once this is all set up, you can let the process run on its own and watch the new members pour in. Be sure to keep monitoring the effectiveness of your ads, and the conversion rates of your emails and registration pages.

To go through a step by step process on how to build your own campaign from scratch, check out marketing guru John Haydon's presentation from our Membership Growth Online Summit.

Attract, Recruit and Engage New Members with a Marketing Funnel

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Terry Ibele [Learning Apricot]

Posted by Terry Ibele [Learning Apricot]

Published Tuesday, 05 April 2016 at 1:48 PM

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