Using Videos to Gain and Retain Members

Membership organizations are finding themselves in a very competitive environment in today's "new normal". Often, they try to gain momentum by adding or upgrading their products and services. Though most organizations are innovating in what they have to offer, they sometimes fail to capitalize on other means to attract customers, such as implementing videos to retain members and attract new ones. Videos are compelling and cost-effective, so if your association is not yet leveraging videos, we've gathered a few ways you can craft videos that give your membership organization an edge:

Appeal to your Audience

Start by appealing to your audience by using aesthetically pleasing visuals and entertaining sequences chosen just for them. If there’s a new service your organization offers for its members, informing them with a video provides a captivating alternative to a few boring paragraphs and pictures. People want to see people, and you can convey much more in a 45 second video than you can in pages of text. In fact, the more creative your videos are, the more compelled your audience will be to view them, and the more interested they will remain with your membership organization. Remember, creative doesn't mean over the top or expensive. It means thinking about innovative ways to share your message. It can be an informally produced video as long as it has a targeted message and is interesting.

Get Behind the Scenes

Recording the progress of membership projects and services is an effective way to advertise to both your existing and potential members. It grants them a personal view of the opportunities and benefits that they could experience complete with actual accounts from those who are completely satisfied with the services. Highlight the benefits that can only be experienced through membership to your organization to motivate your viewers to sign up for more services. In addition to testimonials, create short "interview" videos of front-facing employees who are likely to interact with prospects and members. Providing this type of "behind the scenes" content builds trust with prospects and offers members insight into the organization. They feel as if they are a real part of what's going on in the association.

Host Video Contests

The splendid thing about the internet is that it’s easy to use, both for membership organizations and their clients. Those with user-friendly sites have a great potential to harness videos for participation of both members and prospective members. Hosting contests for the best video or video response is an effective way to boost interactions because it helps the contestants feel included while granting them full creativity and control over their appropriate content. This also allows potential members to witness the intimate relationship your organization has with its members.

In summary, you've heard the saying that a picture is worth a thousand words - well, that's doubly true for videos. They are compelling, shareable, and a great SEO asset, too! Don't be daunted by the thought of creating videos. Remember, authenticity is key. Truly think about your members and your prospects - what would they want to know, want to see? By putting their needs first, your videos will be just fine.