National Main Streets Annual Conference - Website Musts
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5 Website Strategies That Work To Increase Membership Acquisition & Retention Pamela Herrmann, Founder The Paragon Effect Creating Customers For Life
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Transcript of National Main Streets Annual Conference - Website Musts
5 Website Strategies That Work To Increase Membership Acquisition & Retention
Pamela Herrmann, FounderThe Paragon Effect
Creating Customers For Life
Reminders
How Can Your Website Better Support Your Mission & Vision?
We are a non-profit organization that is committed to the historic preservation and the perpetuation of a vibrant and healthy downtown for all residents and visitors to the area.
What are 2 words that capture the essence of your program?
Exercise
Why does having a great website matter?
Preservation & revitalization is just the first step. Build it and they will come.
3 Key Pieces of Information You Need Before You Get Started
– Tourists & Visitors– Residents in your community– Local Business Members– Stakeholders– Donors/Volunteers– People relocating
1. Know who’s coming to your website?
2. What info are they looking for?
• Events• Who you are• What you do• Why you do it• How you do it• If they partnered with you, what they can expect• Resources
3. What action do you want them to take?
• Do you want them to donate?• Do you want them to visit?• Do you want them to become a member?• Do you want them to volunteer?• Do you want them to sign up for your email updates?
Strategy #1Tell Them Your Story
How Do We Tell The Story?
• Imagery is the most effective way• Think micro & macro– Lamp post– Landscape– People– Be irresistible and show your charm!
When you search for your community on Google, what comes up at the top of the
results?
Google Wants To KnowThat You’re Relevant
If people don’t engage with your website, Google will push you down in the search results and that takes you further away from your mission & vision.
• Your website visitors understand and are drawn to you magnetically
• Remember: A confused mind says “No!”
The Results
Strategy #2Capture Their Contact Info
Why
• Email marketing is the highest converting form of marketing
• You have a highly targeted audience• You can easily segment the list into specific
interests and pinpoint your message• It’s a way for you to stay on their radar
Email Marketing: Tell them about…
• Upcoming events• Provide resources to members• Inspire donors to open their wallets• Show evidence of your work
Strategy #3Tell The Website Visitor What To Do
For example, If you rely on donations, tell them– Why their support is important– How they can help– How does their contribution effect change
Always answer the WIIFM question!
Keep It Clean!
Strategy #4Key Elements You Must Have On The
Home Page
A Small Header
A Slider For Your Images
Segment Your Content
Remember: A Confused Mind Says “No!”
• Lead capture for email marketing• Donate Now button• Calendar of Events• A map• Phone/Email• Social Media buttons
In addition:
Strategy #5Your site must be mobile responsive!
Bonus StrategyImplement For FREE
Sample Script
“Hi Mark, my name is Pamela Herrmann and I am the Program Director of the [xyz] Main Street Program just south of Denver. We’re a non-profit focusing on the revitalization & redevelopment of our Main Street.
I have a really big challenge and I’m hoping you can help me. Is now a good time to chat?
“Let me start with a question: Does your department ever bring in real time case studies for your students to apply what you’re teaching them?”
“We’re funded primarily through private donations, and I’m tasked with creating great things using bailing wire and duct tape. What we need is help with our website. Not only is is
I think would be a great way for your students to demonstrate aptitude in persuasive copywriting for our website, and in return we’ll provide for them a recommendation on Linkedin and they can reference their work with us on their resume.”
•How to put your website to work for you & your community•How to create an exceptional user experience that is easy to navigate•How to identify and ask for what you need•How to build a valuable email marketing list•How to get it all done for you for FREE
So Now You Know!
Please complete the session evaluation on the conference app before you leave the room.
Thank you!
