Learn MPG’s strategic approach to member retention and acquisition

Identify your ideal and highest value members:

• Map your target market: analyse your market and identify key gaps in your database
• Develop personas: build a picture of your members within key groups to provide direction for your marketing efforts

Analyse your value proposition:

• Define USPs: identify what makes your membership offering unique and why it’s valuable to your target audience of existing and prospective members
• Identify key member benefits: define what your members care about most and how you can focus your marketing messaging and content on addressing the problems you are solving for your members

Communicate effectively to grow your membership base:

• Develop a messaging strategy: craft an approach to messaging that shows prospective members what they’re missing out on and keeps existing members engaged and committed
• Build a multi-channel marketing plan: identify, deploy, measure and improve the marketing channels that are best suited to your brand and audience. Retain more existing members and generate more leads for new members
• Deploy great content: understand how to leverage content marketing as a key component of your membership marketing

Build your marketing funnel:

• Top of funnel: build awareness of your organisation/brand and membership offering; drive relevant traffic to your website
• Middle of funnel: generate marketing-qualified leads (MQLs) of potential new members
• Bottom of funnel: nurture and convert MQLs
• Weave in content: why content marketing is so important and how to use it at all stages of your membership marketing funnel

Measure membership marketing performance:

• Set KPIs and track performance against these: what is possible to measure; how to use practical, meaningful member retention, upsell and acquisition marketing measurement
• Analyse and act on membership marketing results: turn analytics and data into valuable intelligence for marketing decision-making and to drive even better membership marketing performance

Download prospectus