We all want to belong to something bigger than ourselves.
Renowned American psychologist, Abraham Maslow, suggested the need to belong was a major source of human motivation.
Membership to exclusive clubs have been a very profitable marketing strategy for decades. From credit cards, to wholesale grocery stores, to luxury cars; membership has its privileges. Oftentimes it is just being a member that makes the most difference to a person.
Do you remember this American Express commercial from the 1980’s
Where do I sign up?!
If you need further proof membership pays, just look at Facebook. Facebook is nothing more than a website for people to gather who have similar interests.
1.44 billion monthly active members to be specific.
It works because the desire to create and nurture social bonds is one of the most powerful human motives.
Your website is really no different.
Right now, people who have similar needs are gathering on your website. The problem is they may never return. If you’ve made a good first impression they might come back. If you offered them an exclusive membership, the chances of them returning are far greater.
Your customers are already part of a club. The problem is they may not feel like they are. They don’t have a special place to gather or find resources that will benefit them.
What if you could create a unique place on your website to deliver information tailored exclusively for them?
That’s the simple idea behind adding a membership application to your website. It sets the stage for you to offer a whole lot more:
- Give your members exclusive content
- Offer them exclusive downloads
- Provide training or product videos
- Give members access to private pages and posts
- Create custom presentations
- Provide sales documents or product brochures
- Offer members special promotions or discounts
Over the past couple of years I have created, maintained and moderated several membership websites. For example, my client, Dr. Karyl McBride currently has a membership of over 1200 people from around the world.
There are numerous business benefits that a membership website provides:
- Incentivize prospects to become customers
- Build customer loyalty
- Create additional revenue opportunities
- Upsell or cross-sell related products or services
- Gather member email addresses and other contact information
- Easily setup automated email marketing campaigns
- Strengthen your company’s brand
Membership does have its privileges – for both you and your customer.
If you are interested in learning more about what it takes to start a membership website from scratch, or add one to your existing site, contact me and we’ll schedule a brief discussion.
It’s a great way to differentiate your business.
Thanks for reading. Share your comments below if you have a successful (or struggling) membership website, or have questions about how to get started.