What is the purpose and principles of communicating?
Initially, it’s important to define what you want your communications to do. Does it spread the word about your business, engage visitors in your website, promote member benefits or share more about your organisation – or all of the above?
What is the membership communication outcome?
The next stage is to establish how you expect your communications to influence your members and what you expect to happen as a result. So, how does what you have to say translate into the outcomes you need? An effective communications strategy should explain what success looks like. Perhaps you’re looking to increase the open rates of your emails or higher click-through rates on your ‘call to actions’. Whatever your reason, it’s key to have measurable effectiveness in your membership communications and reports to give you a better understanding of your RO.
Effective communication requires you to know who you’re communicating with and what your readers want to receive. A communications strategy requires targeted measures with your distribution lists based on filtered criteria:
- Demographics — distribution lists broken down by region, age, gender
- Interests — distribution lists based on interests that are specified by members
- Interactions — distribution lists based on online engagement and interaction
Do personas help engage member communications?
After your audience has been sectioned into particular groups, you can use techniques such as tagging individual members with certain criteria to help communication. This allows you to tailor your message and content. ‘Audience personas’ focus the content of your messages to maximise engagement.
Use your member communications and marketing channels
In order to reach your audience, a significant part of your digital communications strategy has to be with the platforms used, monitored conversations and a consistent message throughout. The content you email can be shared on your community forum groups and social media while being monitored for keywords related to your business, helping you to keep your finger on the pulse.
What will nurture your member communications and increase engagement?
The way we communicate is changing, and your business needs to keep up with the trends: using the right technology and membership communication strategy with Romax will help your business thrive. Taking the time to truly understand your members and interact with them, makes them feel valued. Nurturing those relationships by developing the right communications strategy will build trust in your business.