Are you trading content for contacts?
This is what content marketing is all about. You provide a white paper, epub, etc. but they must give you their contact info (opt in) to your reaching out in the future.
Don't forget to use referrals from current members as a way to gain additional prospects and hopefully members.
Are you using online advertising on Facebook, Twitter, and LinkedIn to reach lapsed members who may still be following you?
There are tools out there that will tag a person who has visited your website and then they can get an ad on your organization when they visit Facebook, Twitter and LinkedIn on their next visit. This is what sponsored ads are all about.
Or what about Lightbox Popups to capture more emails? Learn more about that HERE from the folks at optinmonster.com.
I've heard many people talk about the copywriting SOS's. Keep it:
- Short - conversational
- Organized - clear and compelling with a call to action
- Skimmable - use white space, bullets or think digestible
At the end of the day, what's the offer? That is the key for you to define and communicate using the above SOS copywriting strategy.
Never forget, it's all about the offer (call to action)! And never forget to offer multiple ways to join.
Do you use deadlines as a tool for your prospective members to take action? I've heard it before, time is a killer.
Test, test, test what channel works best for you and then focus on that channel to recruit and retain your small business members.
A final piece of advice from the experts in the field, you've got to get away from one message fits all.
For a great resource on one of my content marketing favorite websites go HERE.