It’s easy to track which visitors actually registered. You can do this with Google Analytics. It’s harder (and much more valuable) to track which visitors became regular members.
You should ask your regular members how they heard about the community. Where did they come from? It might be a year ago, maybe three years ago, but I’m betting this is the sort of traffic you want to encourage in the future.
If they came from a particular magazine, blog or promotional activity target that those magazines, those blogs and repeat those promotional activities. If they came via referrals, encourage referrals.
I suspect you will quickly find a link between how members heard about your community and whether they became regulars.
Great quick thought. I appreciate your insights.
Posted by: Pablo Edwards | Thursday, 26 August 2010 at 04:57
Without a doubt a very important aspect of online communities.
Most people completely oversee this simple but very important detail.
Fact is, thousands of "registered members" doesn't = a successful community... Once you have thousands of "active members" then something is going right.
Good one, Rich!
Posted by: Greg | Thursday, 26 August 2010 at 09:18
One of the key things that make a community a community is the content. It's really the currency.
However, it's not without it's pitfalls as outlined here:
http://www.4th-e.com/blog/bid/50326/Content-marketing-Why-content-doesn-t-necessarily-create-community
Thanks Rich - great post and enjoy the blog!
Posted by: Michaelscottjr | Thursday, 26 August 2010 at 15:29
Surveying your list or community is always a good idea. If you want to increase the amount of people that fill it out, simply offer an incentive. A free report, coupon or discount, merchandise, etc.
Posted by: Jenny | Friday, 27 August 2010 at 19:57