I know you’re busy. Your calendar probably looks just like mine. It’s filled with appointments, phone calls, business trips, date nights, kid’s activities and vacations. How can you balance all of these activities while still actively engaging and bringing value to your members?
And how can you help your members without creating more work for yourself?
Three simple questions can guide you in this process, and help you utilize all the great work you’ve already been doing for your members.
- What can you repurpose?
You are probably offering way too much in your membership business. You’re generously focused on trying to provide great content for your existing members – which you should be – but you’re doing it at the disservice of attracting new members.
One of the barriers that is keeping you from getting more members in your membership program is that you’re so focused on delivering what you said you were going to deliver, that you don’t have time to focus on prospecting, let alone current membership retention.
Here’s how I can help you with that. As you begin to look at all the amazing content you’ve already created, ask yourself, “What is it that I can repurpose?”
Think about a video post, a blog, or an article that you wrote. Now look inside that terrific content to find a couple of quotes you can pull out to create several social media posts. Then utilize these catchy memes to point people back to the article or a membership module where they can learn more.
If you blog, you can turn a series of blog posts into a book. With a little forethought, you can brainstorm a list of potential chapters for your book, then create two or three blog posts around each chapter’s topic. Continue to do that, and soon you’ve not only written a book, you’ve written a bunch of blog posts to go along with it… and pulled a massive number of quotes for social media to drive new traffic to every product you have to offer.
From those blog posts, you can also put together longer articles that can be re-published in print and online magazines within your industry. Consider aligning with organizations that reach your target market in a way you haven’t yet been able to harness. Wouldn’t it be amazing to capture new leads from an audience you didn’t have to build yourself?
Also consider packaging marketing campaigns that you’re doing in the B2B world – business to business – where your members would actually benefit from having a swipe file as a model they can use for themselves.
Again, this step is all about taking what you’re already doing and repurposing it or repackaging it… putting it together in new ways. If you’re already doing it, why not find multiple ways to use it? That’s repurposing!
- What can you recycle?
Think about a product you purchased last month or last year. What can you remember from the follow-up emails you received? What topic was covered in a coaching call you listened in on last November? What’s the next step you need to take to maximize your use of this tool or product? Could you benefit from repetition of best practices to move you forward?
Remember that your members, just like you, have to hear certain things multiple times before they become able to retain and achieve maximum benefits. While I’m not encouraging you to re-sell old content as a new product, I do want you to understand the power of reminding your members of valuable lessons.
During certain seasons of the year, what information do your members need to be reminded of that will help them optimize your membership? If you created a fall special for last year, why not re-use that same marketing promotion next fall? If you launched a Summer Bonus last June, it’s time to dust it off and recycle it with no extra effort… so you can spend more time with your loved ones lounging by the pool.
Examine each month of the year, different holidays, and different life/business events that affect your members. What messages could they benefit from hearing again? How soon do they need to receive this information again? When does this service need to be re-emphasized? When does this educational piece need to be re-presented?
That’s how you recycle content. Use what you’re already doing for your members… the people who most need what you offer… to help remind them of the basics that so often fall out of sight when bombarded by a million daily messages.
- What can you reframe?
How can you provide currently available content, either under a different name or as part of a different package, to customers outside of your membership? NOTE: I’m not saying that you sell this to your existing members! That’s not what I’m suggesting by any means. We’re merely reframing what you are able to provide to additional customers.
When reframing, you’re giving old content a new look or a new feel. Think about how books often get updated, expanded, and rebranded. Perhaps the author has gone in and added a little bit, maybe taken away a little bit, and changed some of the stories, but the basic content inside that book is still the same. It’s just been “updated and expanded.”
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