Watch what they do

Watching what they do requires critical analysis of data (which means you need to start by ensuring that you are collecting relevant user data). There are various tools that you can use to watch what they do (without being creepy!).

  1. Setting up your Google Analytics to track what journeys users took and track certain activities and goals provides helpful perspective. It helps to monitor which pages get the most traffic and which content is getting the most attention. Tracking form completions and the dreaded drop-off points is also key to refining your awareness of how people like to engage with you and addressing any friction points that are causing them to disengage.
  2. There are a myriad of tools for tracking who is visiting your website with a wide array of features and corresponding financial commitment.
  3. Keeping an eye on the performance metrics of your email campaigns can supercharge your member awareness when you have visibility not only of numbers but also of who is opening, clicking through and reading certain content on email campaigns. Knowing what your members are interested in means that you can provide them with more relevant content, provide more targeted activities for them to get involved with and further grow the relationship with increased awareness.
  4. Tracking data trends in your CRM can also provide useful intel in terms of tracking member behaviour year-on-year. All things considered (pandemic mainly), how are your retention rates faring and how have members engaged with resources, training and events (virtual or otherwise) that contribute to revenue generation? If these trends aren’t heading in the desired direction, it’s worth focusing the digital strategy on addressing these observations as a priority.
  5. Another useful observation tool is the use of heatmapping software to visualise how users are engaging with your website. There are lots of tools out there to do this  job but ‘Hotjar’ is one that is freely accessible and can really show you where any ‘blind spots’ are.

Listen to what they say

In the inimitable words of the Spice Girls, one of the best approaches to being more member aware is to ask them “Tell me what you want what you really really want”. There are many ways to listen to your members from monitoring calls and emails your organisation receives through to initiating feedback through:

  1. Member surveys. Many organisations do these every few years but given that members generally renew on an annual basis, where possible it’s probably beneficial to have an annual touchpoint with them. Where feasible more frequent shorter surveys to temperature check your membership can be helpful particularly focussing around central issues or potential change.
  2. Calls. Some of the organisations we work with make a point of surveying a sample of their membership by phone which tends to elicit more helpful anecdotal insight.
  3. Pop up polls. Short snappy multiple choice polls that pop up on your website or mobile app can be great for obtaining immediate responses to pressing questions. With a poll its important to be really focussed and make it easy to gain the most value in the least time. If you offer any kind of support service, perhaps you could include a satisfaction rating on emails or ticketing systems which are monitored and followed up on.
  4. Events. Despite 2020 being the year of the virtual, gaining feedback on any virtual or ‘IRL’ (In Real Life) interaction provides valuable awareness and all of the above methods can be used to gain that insight along with interactive tools like in-event polling.

Watch, look, listen and think

On social media you can monitor what content is being viewed/shared/liked/retweeted etc which can help to inform your content strategy so that you can deliver more that scratches where they’re itching (so to speak). It’s also important to monitor what people are talking about on social to identify both opportunities to join in the conversation (relevant hashtags etc) and parallel relationships and potential brand alliances worth pursuing.

Becoming intentionally more member aware can enable more successful planning and implementation of communication and engagement strategies, growing your reputation, relevance and retention of members whilst positioning you better to connect with others like them.

If you’d like to discuss any of the suggestions in this article further please feel free to contact our Head of Client Strategy Melissa Wiggins on 01787 319393 or Melissa.wiggins:netxtra.net who would be pleased to carry on the conversation.