Member Lifecycle Journey: How to Attract New Members

Club Automation

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October 18, 2019

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category

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October 18, 2019

To sustain a healthy club in today’s market, we must be able to consistently attract new members. Clubs need to take a step beyond the concept of awareness and focus on strategically attracting the people who are actively searching for the services our clubs provide. 

Attraction and Lead Generation

This is where technology begins to elevate and enable your club’s human interactions, guiding your member lifecycle journey. Focus on the first interaction most prospects will have with your club, your website. Your website is an extension of your club and you should spend as much time on your website’s experience as you do your ‘in-club’ experience.

According to Forbes and the ROBO report, 82% of smartphone users consult their phones before making a purchase in-store. This means a beautifully designed website is not enough in today’s marketplace. Far too many club websites are outdated and neglected. That simply won’t do in today’s society, particularly the health and wellness industry! Clubs must have responsive, mobile-friendly websites that are simple to navigate and provide critical information.

Search Engine Optimization

Not only do you need a responsive, mobile-friendly website, you need people to be able to find your website through a simple Google search. When someone is looking to join or change clubs, there are only a few ways they can get information about their options. One of the biggest and easiest ways is by keying a search, because Google has the answer to everything these days.

Search Engine Optimization (SEO)  is the process of improving your website so that when people are searching for what you offer, you show up first. When it comes to attracting new members to your health and fitness club, SEO should be on your list of priorities. And if you need some help when it comes to implementing an SEO plan for your club, learn how we can help with digital marketing and websites.

Digital Advertising

Digital ads are one of the most targeted, data-driven, and cost-effective tactics for attracting new club members. To break it down: Because you have so much data to work with in the digital landscape, you can deliver the right message to the right people at the right time, saving you money in the end. You know how costly some traditional advertising mediums are, like billboards and print media.

Those can end up costing your club a fortune, and you often don’t have much data to show for whether investing in those methods was worth it. With digital advertising, calculating your ROI is always at your fingertips. If you’re interested in learning more about how your club could benefit from digital advertising, learn more.

Reputation Management

Managing the perception of your club online has become essential for building trust and attracting members in the digital age. And because it affords you more control over your brand’s influence on the market, reputation management should be a major facet of your club’s sales and marketing efforts. It’s nearly impossible to attract a new member if they don’t believe in what you offer. And on the flip side, it becomes increasingly easier to attract new members when they believe in your message, and when they want your brand reputation to reflect on their personal reputation.

In practice, reputation management leans heavily into the digital tactics we already described — PPC advertising, SEO, and social media. When you can get in front of your target market with your best foot forward, you win. If you think reputation management could benefit your club, request a demo.

Evaluating Your Club’s Online Experience

The Attract stage is not solely about website appearance and a mobile-friendly experience, it is also about providing a convenient way for leads to interact with your club and an effective way for your team to manage those leads.

Prospects do not want to be bothered with paper forms and time-consuming processes to join your club. People crave convenience, and when a task becomes inconvenient, prospects abandon these efforts. To optimize for lead generation and conversion, websites must have embedded contact forms that feed directly to a modern club management solution. That way, your staff can manage leads from a unified place, complete with staff task reminders and automated communications.

We recommend club owners take the time to evaluate their  online  experience from first interaction to conversion for new members.

Ask yourself:  
  • Is our website mobile responsive? 
  • Do we have all the necessary and important information available on our website? 
  • Are we able to easily capture a prospect’s information?
  • Are we integrating the key components of our member management software to our website?

Get in Touch

Ready to attract more new members, amplify your club's brand, engage more leads and save time? Schedule a demo today and ask about Club Automation's digital marketing service.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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Into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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