When you think about the value that your association brings to your members, you probably think in dollars and cents. This is logical: if a member is going to spend $100, $500 or more per year on membership, you want to be sure that what you provide makes that spend worth it. You want to prove your value.
One thing that many associations forget when it comes to this simple marketing equation is time.
What About Time?
Your members are busy. Whether they’re professionals in a fast-paced industry, competing with others in their spaces or simply looking for a way to grow their knowledge base in a certain industry, their focus isn’t always on your association.
Sometimes, this is hard to compute. After all, you spend the majority of your time thinking about your members – how you can recruit more, how you can retain more, how you can increase engagement, how you can spread information relating to a certain topic and so on. It’s easy to forget that to them, their membership might not be their top priority.
That’s right. It’s not a problem that your members don’t have all the time in the world to spend focusing on their membership, that’s how associations work. However, it’s a line that’s easy to blur. While it’s a given that your members will spend the majority of their time thinking about other endeavors and efforts, you don’t want to be forgotten.
What You Can Do To Stay in Focus
What’s an association to do then? How are they to stay in focus without bombarding members or pushing them away?
It doesn’t have to be a challenge. In fact, this balance is why we created Social HubSite in the first place. We believe that associations need a place to connect with members, to prove value and to engage without taking away from daily activities, but also without being overlooked by everything else that traditional social networking brings to the table.
Here are a few takeaways to think about when considering your members’ time, especially when that time is spent on your association:
- Don’t Take Advantage Of It. Just because you read that you should constantly engage your members, doesn’t mean it’s true. In fact, it’s possible to go too far. Instead, think about the value of every message and every conversation. If you’re doing it just to do it, think again. If it’s a waste of time, it might be better to save your words for when something more important comes along.
- Show Value. Use the time that you do have as it pertains to your members’ attention to show value. Start conversations that have meaning. Share information and news articles that could impact how your members do business. Share tidbits for having an edge on the competition. Remind them of member benefits. The options are endless, but, the need to demonstrate value is critical.
- Keep it Central. When information is hard to find, frustrations mount quickly, especially when it takes extra steps and time to find something that should be simple. By creating a centralized hub for communicating with your members, you can be sure that they have exactly what they need when they need it. This shows that you value your members time and want to provide assistance whenever you can.
- Be Available. There’s nothing worse than paying for a service or membership, and being unable to reap the benefits or to talk to someone when an issue does arise. You can mitigate this problem by simply being available. This is easier than ever when using a private membership community, like Social HubSite. Take the time to respond to questions – both publically and privately – and to address any situations as they arise. Being available is a membership benefit that has no price tag, but is invaluable.
Step back and think about it. Do you value your members’ time? Are they able to see that you do? If not, it might be time for a change. Consider the ideas above and activate your Social HubSite today. Have a question? Let us know!