Learn MPG’s strategic marketing approach for acquiring new paying members/subscribers

Identify your ideal and highest value members/subscribers:

• Map your target market: analyse your market and identify key gaps in your reach and database
• Develop personas: build a picture of your ideal members/subscribers to provide direction for your marketing efforts

Analyse your membership/subscription value proposition:

• Define USPs: identify what makes your offering unique and why it’s valuable to your target audience.
• Identify key customer benefits: define what your audience cares about most and focus your marketing messaging and content on addressing the customer problem(s) being solved by your membership/subscription product.

Communicate effectively to grow membership/subscriptions revenue via customer acquisition:

• Develop a messaging strategy: craft benefit-led messaging that shows prospects what they’re missing out on, and what they can gain from buying a membership/subscription.
• Build a multi-channel marketing plan: create a tactical marketing plan that incorporates a range of channels and techniques best suited to your brand and will ensure your message reaches your audience – to build awareness, engagement and generate, nurture and convert leads to become new, paying members/subscribers.
• Deploy great content: understand how to leverage content marketing as a key component of your member/subscriber acquisitions marketing.
• Build an ABM (account-based-marketing) plan: identify key organisations you would like to attract as members/subscribers, and plan out your marketing and sales activity to ensure all potential customers, as well as key decision-makers and influencers, receive and engage with relevant marketing communications to convince them to purchase an enterprise-level membership/subscription.

Build and optimise your marketing funnel to acquire new members/subscribers:

• Top of funnel: build brand awareness and drive relevant traffic to your website
• Middle of funnel: generate marketing-qualified leads (MQLs).
• Bottom of funnel: nurture and convert MQLs – ensure there is strong integration between marketing and sales for maximise conversion rate and AOV (average order value).

Measure membership/subscription marketing performance:

• Set acquisition marketing KPIs and track performance against these: define what is possible to measure and use practical, meaningful membership/subscriber acquisition marketing metrics to drive stronger ROI.
• Analyse and act on membership/subscriptions acquisitions marketing results: turn analytics and data into valuable intelligence for marketing decision-making to drive even better membership/subscription marketing performance.

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